Corporate Blogging - Vineet Rajan

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IndiBlogger.in We Blog, Therefore We Are. Corporate Blogging: Demystified Vineet Rajan Director – Strategy and Planning

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Corporate Blogging plays an integral

Transcript of Corporate Blogging - Vineet Rajan

Page 1: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Corporate Blogging: Demystified

Vineet  Rajan  

Director  –  Strategy  and  Planning  

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

A blog is in many ways a continuing conversation

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Your blog is YOUR unedited version of yourself.

Also Remember…

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Reality Check : 1

The Basics

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Let’s ask ourselves

  What is a blog?   Who is a blogger?   How is it different from a website/portal?   What makes a successful blog?   Why would you blog?

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Do you BLOG?

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

The Business of Blogging!

  Are the companies blogging or people?   What makes a blog - ‘Corporate’?   So who is doing it in India?

Page 8: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Reality Check : 2

Why you REALLY need it

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

What you were probably told

  Blogging helps with Search Engine Optimization

  Gives you another place to sell   Market yourself better   Get more visitors.   Breaks down corporate barriers.

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

They are all true BUT…

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Why you really need it

  Is a communication channel   Builds credibility   Cements relationships   Builds awareness   Helps you segment and target your market

better

Page 12: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Why you really need it

  Impacts visibility with customers   Speed and scale beat traditional marketing   People trust people, not your business

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

The Most Important Reason!

There is no other option!

Page 14: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Reality Check : 3

Setting Objectives

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Set Business Objectives

  Increase awareness of your brand or agency   Increase positive / decrease negative

mentions   Improve customer service   Drive traffic to a specific site for sales or

downloads

Page 16: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Set Business Objectives

  Collect feedback from stakeholders   Internally: improve knowledge management   Innovate through collaboration and

crowdsourcing   Platform for thought leadership by senior

managers

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

How do you measure SUCCESS?

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

The Right Way!

  There are 3 dimensions   Message (Central, Peripheral)   Opinion (Critical, Uncritical)   Networking (Low, High)

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Goals

Success

Status

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

ROI: A New Hope

  What is the Investment ?

  Engagement   Participation   Trust   Attention   Inspection   TIME!

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Social Leads

  Track web traffic breakdowns from all social media sources,

  Chart the top few sources over time.   Measure Referrals as well

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Bounce Rates

  Are visitors quickly leaving?   Landing page needs better,

more relevant copy.   Information they’re seeking

should be easily found!

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Your Network Size

  Your followers   Your subscribers   How interactive

you are

Page 24: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Loyalty

  Are social members evangelizing?

  How many members re-share?

  How often do they re-share?

Page 25: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Conversions

  Subscriptions, sales (direct or through affiliates)

  Clicks to buy   Clicks on Know More   Ask for Quotes

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

One more thing..

The following are all UNTRUE!

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 1

Corporate Blogs are out. Facebook/Twitter are in.

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 2

You shouldn’t sell on your blog.

Page 29: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 3

You always have to produce brilliant content

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 4

Measure success by number of RSS readers or email

subscribers

Page 31: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 5

Your blog will make you a though leader overnight

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Myth 6

Your blog will ring in the sales

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Trends in Corporate Blogging

  Social Networking enabled blogs   Community blogging   A separate team and blog owner – Chief

Blogger   Informal and also humorous   Making it a KRA

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Reality Check : 4

Success Factors!

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Management Support

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

The Champions

Page 37: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Education

Page 38: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Setting Clear Goals

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Corporate Commitment

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Establishing Guidelines

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Dialogue!

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Critical Success Factors

Crystal Clear Call to Action

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Sorry.

I have a habit of saving the best for dialogue

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

?? Here to answer all questions for which we might have vague answers

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Have you thought about these?

  Best Practices   Worst Possible Blunders   How Blogs Integrate into your Online

Marketing Strategy   Why People fear Blogging   CEO Blogging!

Page 46: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Show of Hands!

  How many would want to start their own blogs?

  How many would initiate discussions within the company to start a blog?

  Would you want to become the blog Champion?

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IndiBlogger.in  We  Blog,  Therefore  We  Are.  

We are

India’s Only Blogger Centric Social Media Strategy Group

Page 48: Corporate Blogging - Vineet Rajan

IndiBlogger.in  We  Blog,  Therefore  We  Are.  

Thank you

Vineet Rajan   Director – Strategy and Planning   Call me +91 99875 59693   Send me an Email [email protected]   Visit us at http://indiblogger.in   I blog at http://vinni.co.in   I tweet on http://twitter.com/vineetrajan