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Rough Notes: Australian Blogging Conference, Business Blogging
By Nick Hodge | September 28, 2007
(these are my rough notes from the discussion)
- Chair: Des Walsh (DW)
- with Joanne Jacobs (JJ)
- and Nick Hodge (NH)
- intro and slides
- Signs Never Sleep example
- Q: CEO to blog, if they are taking it seriously?
- then who should write it?
- recc: marketing + pr: no, slow and lack of immediacy
- doesn't engage with comments
- blog without a comments is just a web site
- Blog plus Newsletter to industry people; to build brand credibility
- newsletter is formally generated, blog to incite comments
- 2-3 articles a week
- ROI: competitive advantage, first-mover. position on authority
- complex on blog, expertise in field with advanced customers
- 10 comments per article; comments get responded to with free flowing discussion
- security: blog spam, password security: need a person watching
- cf: wikipedia
- wordpress/ akismet
- large organisation: employ someone to be the blog post
- Is a blog personal or corporate
- self-censorship / internal censorship
- Hierarchy vs. Organic
- blogging policy
- policy and corporate effect
- the new pr: blogging policy wiki
- who should blog, in terms of companies
- PR; professional service firms accountants lawyers
- taxgirl: making accountancy interesting
- promoting a competitive product: delete or not delete
- comments policy
- comment deletion: good advice, send email when it deleted
- blogging a great tool to raise a profile
- blogging as tacit knowledge management
- posts to yourself; outside in the world
- RSS feeds much more effective
- Feedburner; out to the world; using the Feedburner RSS to email
- blog reconstruction when people can no longer edit
- blog as knowledge management: pitched to corporates, who does it work?
- JJ: blog, as engagement with the community; external facing
- IP held in a particular
- value addition: "inform the public", ongoing archive of information. difficult to measure first up
- "what are we going to write about today?" : business, giving away information. How to you ensure freshness
- creative writing, writing professionals: teaching bloggers to be creative
- writing as a skill
- finding your own voice, projecting the voice, developing voice
- writing in a creative fashion:
- 5 bloggers, <50 word posts. learning how to write, success stories
- SEO/ text creative writing
- titles are absolutely important
- writing/editing for SEO; subediting
- podcasts: 10 minutes, http://lipsync.com/ . US$5/m for hosting
- (cc) music license to middle http://freeplaymusic.com
- vodcasts, podcasts
- humor: know your audience (NH)
- know your audience: watch your traffic.
- video vs. text: text 10,000 vs. video 50,000 unique views
- ROI: tail-end of a marketing strategy
- blog to drive, sales, marketing
- driving profile
- measuring on Return on Blog
- JJ: measuring for NPV, expressing the ROI on a particular, based on tangible outcomes. Feedback, genuine market research with the consumer base and change
CGC media monitoring (huge growth area, as existing companies are doing to well enough)
- risk management: ensuring intangibles. Business Continuity planning (crisis management).
- risk is greater when doing nothing
- offsite blog, corporate reputation management -- good in a risk situation
- example: blogging as a mechanism of a complex discussions: industry changing
- hired gun: good or not good? (NH says good because he is a hired gun(tm) )
- Windows LiveWriter is good (thanks, DW!)
Topics: blogoz |
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