Blogs

Strategic Tactic Presentation:

Team 13: Lucky Charms - Heather Barkley, Stephanie Jean, Miryam Garcia-Lascurain, Darryn Oldford, Nathalie Gravelle

What is a Blog?• Blog or Weblog:

• A website where one person or a group of people writes regular entries (posts) about a certain topic

• Posts are listed in reverse chronological order

• Readers can comment

• An online communications tool that encompasses all communication models:

• one-to-one

• one-to-many

• many-to-one

• many-to-many

What is a Blog?• A means of giving an authentic voice to millions in an immediate

fashion

• A means of establishing and maintaining a presence in cyberspace, strengthening associations, receiving immediate feedback and building relationships

• The author of a blog (blogger) can be an individual, corporation, government or other institution

• Limitless possibilities for approaches and themes: informal, personal journals, professional, corporate and institutional; specific topics, commentaries, news, art blogs, photo blogs, video blogs…

The Blogging CommunityBlogosphere

The entire community of blogs on the web

It can be a measure of public opinion, a tool to spot trends and can play an influential role

Websites to create a Blog

Google’s Blogger Pyzam.com

Blog evaluation and search engines

Blogcatalog.com Blogadr.com Technorati.com Digg.com Alexa.com Blogsearch.google.com Blogdigger.com

Blogging in the 21st Century• As of 2012

• There are 70 million WordPress blogs worldwide

• There are 39 million Tumblr blogs worldwide

• 4 out of 5 internet users visit social networks and blogs

Types of Blogs• Blogs can be loosely categorized into the following:

• Personal

• Private

• Political

• Business

• How-to, Tips, Reviews

• Non-Profit

Types of Non-Profit Blogs• The News Blog

• Best used to summarize and analyze the latest reports and summaries

• Includes lots of links to other news sources

• Categorization of information is key

• Combats information overload by organizing all public content

• The Advocacy Blog

• Best used when you want to be a voice on a specific issue

• Regularly explain situations and approaches to bring about change

• Educates reader on the issues

• Explains various options, positions and what does/doesn’t work

Types of Non-Profit Blogs

• The Toolbox Blog

• Best used when you want to be known as a resource, problem solver or technical service provider

• Heavy on the to-do lists, case studies, interviews, and success stories

• Shows people how to solve their own problems and create change

• Gives advice that is empowering

Types of Non-Profit Blogs

• The Storytelling Blog

• Used to help donors and readers better understand the need for and impact of your organization

• Shares anecdotes about the people you are helping, partners, staff and volunteers

• Called an ‘Insider Blog’ because storytelling goes behind the scenes

• Through stories, the blog is sharing the world as viewed through the Non-profit

Types of Non-Profit Blogs

• The CEO/ED Blog

• Best used to build confidence in and support for your organization’s decision making, leadership, and approaches

• Top Executive writes about Non-profit’s work through their own personal voice

• Puts a human face on the organization

• Venue for talking about big picture and strategic decision making

Types of Non-Profit Blogs

• The Professional Life Blog

• Can be used to capture your staff’s passion for their work without having an ‘Official Blog’

• Technically personal blogs but includes content about profession and work life

• Organizational influence differs

• Focused on particular niche

Types of Non-Profit Blogs

• Communications• Marketing• Fundraising

Applications

• Makes information public and accessible

• Creates an opportunity for engagement and to facilitate discussion

• Reaches the public without the use of journalists or consultants

• Raises public awareness about a cause/problems in the world

• Builds a community who are passionate and dedicated

• Staff can relay firsthand accounts from the field and include photos

Communications

• Establishes a brand and reputation

• Provides timely, relevant information on an organization

• Connects to a wider audience by introducing readers to the organization’s Facebook Page, Twitter and Flickr account

• Increases exposure by linking to and from other blogs

Marketing

• Embed a “Donate Button”

• Reach potential donors

• Search blogs that have specific calls to actions

• Post fundraising goals and track progress

Fundraising

Pros and Cons of Blogging

Pros of Blogging

• Economical and Flexible

• Requires no technical knowledge

• Increases SEO

• Increases levels of engagement

• Easily share content with social media sites

Cons of Blogging

• Staff and time requirements

• Public vulnerability to critics

• No control of what is posted

• Credibility

• Reputation

Case Study:• According to http://blogs.oxfam.org/en/about:

• Oxfam has had blogs for a number of years and they continue to try to engage their audience and followers with a complete list of posts

• They use blogs as an avenue to highlight the latest videos, photos and updates by the most active sharing platforms and social media networks used by Oxfam members around the world

• Oxfam accepts the challenge of continuous updates and real-time snapshots of all Oxfam activities to keep readers engaged

• Openly accept feedback and comments

Bloggers for OXFAM• Approximately 250 bloggers

• From all levels in the organization – including celebrities!

• From all over the world

• All areas of development

The “3 I’s” of Blogging• Informative• Interactive• Interference in your life is minimal

Questions?

References• http://www.johnhaydon.com/2010/03/pros-cons-blogging-nonprofit/

• http://www.developertutorials.com/articles/content-blogging/the-pros-and-cons-of-business-blogging-part-2-157/

• http://www.streetdirectory.com/travel_guide/186099/blogging/blogging___pros_and_cons.html

• http://www.nonprofitmarketingguide.com/blog/2012/05/22/sex-different-kinds-of-nonprofit-blogs/

• http://e-mediat-morocco-en.blogspot.ca/2011/11/our-ngo-uses-social-media-tools.html

• http://thereconstructed.blogspot.ca/2009/09/why-ngos-should-use-blogging-for-their.html

• http://www.suestudios.com/articles/article22.htm

• http://blog.hubspot.com/blog/tabid/6307/bid/5379/10-Ways-Blogging-Will-Simplify-Your-Marketing-Program.aspx

• http://thefuturebuzz.com/2010/10/04/blog-marketing-tactics/

• http://en.wordpress.com/types-of-blogs/

• http://blogging.org/blog/blogging-stats-2012-infographic/

• http://blogs.oxfam.org/en/about

• http://blogs.oxfam.org/en/blogs

• http://blogs.oxfam.org/en/bloggers

• A guide to creating web pages and blogs. Benjamin Selfridge 2009 Profrock Press Inc. Texas

• Blogs, wikis, MySpace and more. Terry Burrows Chicago Review Press 2007 Chicago

• Blogging heroes. Michael A. Banks. John Wiley & Sons 2008