Business Blogging

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Stephen Waddington

An introductory workshop on business blogging for students at the University of Newcastle

Business bloggingNewcastle University – 26 May Stephen Waddington@wadds

Blogs: an original form of social media May 2005 - “[…] the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business.” With thanks to Stephen Davis (@stedavies)

The internet is littered with dormant blogs

Why business blogs fail Tone of voice Corporate control Lack of focus, momentum Individual vs corporate personality FAIL

Why blog? Media platform Engagement, networking Promotion SEO-driven sales support

Engagement, networking

Engagement, networking

Promotion

Promotion

SEO

SEO

Successful business blogging require authentic and compelling content You can’t put lipstick on a pig

Thank you

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Here’s my slide deck from SxSE London last week which took place last week at London's most technological pub The Thirsty Bear. My session was mainly about the damage that individuals can do to the reputation of organisations using social media. Organisations must understand the needs of its audience and respond accordingly. At Speed we call this participation: a real, sustained and organic conversation between the brand and its audience in which the brand responds directly to the needs of its audience on the audience’s terms.

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PR View of Changing Media

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Social media provides the opportunity for an individual to build a personal network like never before. It used to take a graduate several years of lunching journalists and boozy after work drinking sessions to build up a network of contacts. But no longer: face-to-face meeting remain invaluable but now armed with Twitter anyone can build a network of journalists and over the course of a few weeks learn about their likes and dislikes. That’s one small step away from engagement and developing a relationship. Social media is also enabling savvy individuals to build their personal reputation by showcasing their work whether that’s words, photos or video. It takes no more than 15 minutes to create a blog or an account on Flickr or YouTube to share with your network and peers. Professional networks such as LinkedIn and personal web sites have become the modern portfolio. They’re almost certainly the first place that an employer, potential business partner or prospect will go to check you out.

Getting ahead and hired in social media

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Stephen Waddington

This presentation was created for the CIPR North East Social Summer in Newcastle on 18 August 2011. There has arguably never been a more exciting time to work in the public relations industry. As traditional media continues to be disintermediated by technology, practitioners have the opportunity to engage directly with an organisation’s audiences. The presentation covers the three areas where individuals need to skill-up to operate in this new environment, namely content creation, community participation and personal networking.

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This is an article and deck about the outlook for public relations and social media in 2018. It’s based on insight from my day job working at Ketchum. 12 months is an arbitrary period to measure change in a sector that is rapidly innovating in some areas such as artificial intelligence and digital media; but woefully slow in others such as diversity and ethics. If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know.

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Best practice communication was critical to allaying fear in the immediate response to the Westminster attacks but sensationalist media coverage must be challenged. There was a terrorist attack on Westminster Bridge and the Palace of Westminster in London yesterday. Five people, including a police office, are dead, and 40 people are injured. In this deck I've looked at the response from London's Mayor, the police, journalists, media, the government, the public, and others. It is intended for a lecture to public relations students at Newcastle University. The deck tells the story of how crisis situations have unfolded in media over the last 40 years, as media has changed. I've included user generated comment from social networks including some examples of hate and propaganda that you may find disturbing. Thank you to the emergency services, NHS staff and all the professional communicators involved in the incident response.

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Progressive public relations agencies are rapidly modernising. They are embracing new skills in data, research and paid media, and are investing in creative teams. The public relations agency sector is strong. Profits are healthy in well-managed businesses, and the market overall is growing according to both the PRCA and ICCO. Innovation is everywhere in practice from freelancers through to the largest agencies. However one area in which there remains surprisingly little innovation is around billing models. The dominant structure continues to be fees charged on an hourly basis, albeit on retainer or project basis. These are the headline findings of this #FuturePRoof project on the future of the public relations agency, backed by ICCO and the PRCA. You'll find eight drivers of change in the agency business identified by this project, outlined in this report. We hope that you find it useful.

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This is a planning exercise that I developed for a workshop at Thinking Digital in London today. The Internet Marketing Workshop uses free and low cost tools to identify or characterise an audience, or public, and explores different forms of digital and social media to understand behaviour and the best means of engagement. The objective of the exercise is to gain as much information as possible about your audience or public, and then to develop insights that help influence creative, content and channel or media decisions.

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Business Blogging

1. Business bloggingNewcastle University – 26 May Stephen Waddington@wadds

2. Blogs: an original form of social media May 2005 - “[…] the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business.” With thanks to Stephen Davis (@stedavies)

3. The internet is littered with dormant blogs

4. Why business blogs fail Tone of voice Corporate control Lack of focus, momentum Individual vs corporate personality FAIL

5. Why blog? Media platform Engagement, networking Promotion SEO-driven sales support

6.

7.

8.

9.

10. Engagement, networking

11. Engagement, networking

16. Successful business blogging require authentic and compelling content You can’t put lipstick on a pig