SES New York: Blogging for Business
Four experts talk about blogging for business. In the room more people are twittering than blogging, which is pretty surprising for a session like this.
Speakers are Jeffiner Laycock (Director of Social Media), Paul Woodhouse (Organic Web Strategies), Lee Odden (Toprankblog) and Michael Gray (Atlas Web Service).
First up is Jeffiner Laycock. She is going to give us tips on marketing on blogging.
Right now tons of people are blogging, from kids to corporate CEO's. For companies its a good way to really put a face to the company. The conversation is happening in your house or on your blog.
She gives us five qualities a blogger needs:
Five benefits to blogging:
- showcase your personality
Warning: it does take time to scale up. How not to blog: don't have a thin skin. You will get criticism.
How to blog:
Why blogs matter
Finding bloggers to pitch:
Number one rule of pitching bloggers: read their blog.
She has a "Pitching checklist" with things like "read at least five posts" "spell check" and "adress someone by name".
He points out some type of blogs
Customer outreach blogs:
CEO or Thought Leadership blogs
Who is going to be writing?
On Staff bloggers
What if everyone hates me?
What are your blogging goals
He then gives us some stats.
Couple of business blogs Lee thinks are good: Kodak, Google, Dell.
Three reasons why blogs fail
Four tips for a succesful blog:
4. Measure and promote success:
They asked him to built a website, though he had no experience. He started a site which now looks cheesy.
When he got a mention in the Times he was ashamed an revamped the blog. That's when the blog lifted up: The tinbasher was born.
Out of nothing the blog won prizes, got mentions in papers and magazines. Mostly in old media. And the only thing they wanted to do is to do online what they did offline.
He got indirect and direct effects. The point he wants to make with his nice story is probably that everybody can be succesfull with blogging.
It's the voice that makes the credibilitu, honesty en trust.
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