The document discusses using blogging as a weapon for companies. It notes that 95% of blogs are abandoned and most blogs lack focus, motivation, and execution. It then provides a formula for successful blogs, including planning, tying in SEO, engaging audiences, and using internal and external analytics. It also discusses influencing brands through blogging, maintaining security, and driving revenue through blogs. The document concludes by listing sources for its claims and examples of social media policies and blogger agreements.

1. USING BLOGGING AS A
WEAPON

2. The Battle Plan
• What’s the Problem?
• Formula for Successful
Blogs
• Influencing your Brand
• Security
• Revenue
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3. Problem: Blogs Die
• 95% of all Blogs are
Abandoned (NYT)
• Need either Passion or
$$ (jackbenimble)
• 7.4MM / 133MM blogs
updated last 120 days
(Technorati)
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4. Problem: Most Blogs Suck
• The well runs dry
• Poor execution
• Stale postings
• Lack of focus
• Lack of motivation
• Disillusionment
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5. Problem: Value is ??
• What is your company
getting out of this?
• Reporting?
• Metrics?
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6. Formula for Success
• Plan Plan Plan!
• Tie in SEO
• Pick Bloggers Carefully
• Engage audience
• Don’t get stale
• External Analytics
• Internal Analytics
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7. Influence Your Brand
The days of “control” are gone
• Brand your blog
• SEO
• Help your bloggers out!
• Assign topics
• Blogging 360
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8. Security
• Social Media Policy
• Blogger Agreement
• Restrict Live Posting
• Moderate Comments
• reCAPTCHA
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9. Drive Revenue
• Marriott: $4MM in 18
months
• GM’s Fastlane Blog:
$180K annually
• Determine your metrics
• Measure / Analyze
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10. Sources
• The New York Times “Blogs Falling in an Empty Forest” Douglas Quenqua. June 5,
2009. http://www.nytimes.com/2009/06/07/fashion/07blogs.html?_r=1
• Jackbenimble blog “Why some blogs fail” June 7, 2009.
http://wwwjackbenimble.blogspot.com/2009/06/why-some-blogs-fail.html
• 123 Social Media.com “Social Media Policy Examples” January 23, 2009
http://123socialmedia.com/2009/01/23/social-media-policy-examples/
• Revenews.com “Blogging for Brands” Matt Griffin. March 10, 2009
http://www.revenews.com/mattgriffin/blogging-for-brands/
• Forrester Research “New ROI of blogging report from Forrester January 25, 2007.
http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html
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11. [RE]sources
• Social Media Policy Examples
– http://my.opera.com/community/blogs/corp-policy/
– http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy/
– http://www.intel.com/sites/sitewide/en_US/social-media.htm
– http://www.bbc.co.uk/guidelines/editorialguidelines/advice/personalweb/index.s
html
• 10 Must Haves for your social Media Policy (via Mashable)
– http://mashable.com/2009/06/02/social-media-policy-musts/
• Example Blogger Agreement
– http://centeach.uiowa.edu/BloggersAgreement.pdf
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12. Friend me up!
Tom Williams
W | 614.360.1872
C | 773.213.8579
@tom8williams
twilliams@innogage.com
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