Managing the Blogosphere

bammobInternet και Εφαρμογές Web

4 Δεκ 2013 (πριν από 3 χρόνια και 6 μήνες)

66 εμφανίσεις

Introduction to Blogs


Managing the Blogosphere

Introduce Me

Introduce Yourselves

Managing the Blogosphere, UBC, November 2009

Travis Smith


First Web site: 1994


First blog: 2001
unvarnished.com


Asst. Editor of LATimes.com


Editor of Variety.com (first
newspaper with blogs)


Run Hop Studios (.com!)


Like to teach

Managing the Blogosphere, UBC, November 2009

Today’s Class


What’s a Blog?

What’s it mean to you?


Blog analysis


Hands on: Start your first blog


Using one for business purposes

Managing the Blogosphere, UBC, November 2009

What is a blog?

Blogs are online chronicles by date


updated frequently, even daily


An
update

(
entry
/
post
) is short,
perhaps just a few sentences.


Readers can respond with comments.
People who write blogs are
bloggers
.

Managing the Blogosphere, UBC, November 2009


Managing the Blogosphere, UBC, November 2009

What else is a blog?


Categories


Archives


Link list


Use blogging software


Visible author


Point of view


Managing the Blogosphere, UBC, November 2009

Blogs vs. Web sites

Same food,

different flavor.

Managing the Blogosphere, UBC, November 2009

Blogs vs. Forums

Related,

but not the same.

Managing the Blogosphere, UBC, November 2009

Forums

“Forums allow anonymous visitors to view
the contents and consist of a group of
contributors who've registered into the
system (members). The members submit
topics for discussion (known as threads)
and communicate with each other using
publicly visible messages (referred to as
posts) or private messaging.”


From Wikipedia
http://en.wikipedia.org/wiki/Internet_forum


Managing the Blogosphere, UBC, November 2009


Buzz Marketing and Word of Mouth

It’s a lot like what it sounds like:

“I ate at the
best restaurant
last night; you
have to go!”

“I’ll never
go to
that

dentist
again.”

Managing the Blogosphere, UBC, November 2009

Buzz Marketing and Word of Mouth


Informal, person
-
to
-
person
communication


Recommendations, information,
queries


Often consumer
-
related


Not new!

Managing the Blogosphere, UBC, November 2009

Buzz Marketing and Word of Mouth


Many marketers believe word of
mouth buzz is more influential than
more traditional advertising and
public relations because it frequently
comes from
trusted sources
.

Managing the Blogosphere, UBC, November 2009

Buzz Marketing and Word of Mouth

Often called blogging, viral media,

grassroots or social media marketing

Managing the Blogosphere, UBC, November 2009

Blogs are a natural medium for word
of mouth/buzz marketing, typically
unsolicited or controlled by an
organization.

Managing the Blogosphere, UBC, November 2009

Add in ubiquitous Internet access,
inexpensive blog software, and
search engines, and you can see why
blogs matter.

Why do blogs work to generate buzz?



Blog activity is measurable and quantifiable



Blogs encourage conversation between blogger


and reader



Blogs are excellent tools for obtaining feedback



Blog postings can be spread more quickly and


instantaneously



Blogs are search engine magnets



Blogs are a grass
-
roots medium



Blogs have a personal feel

Managing the Blogosphere, UBC, November 2009

VerizonMath


Managing the Blogosphere, UBC, November 2009

Blogs and Search Engines


Optimized software


Optimized code


Frequent updates


Fresh, topical content


More pages = more possible page
views


RSS and other syndication tools

Managing the Blogosphere, UBC, November 2009

Web 2.0


Really refers to a phase of Internet
development that focuses on
creativity, collaboration, and user
contributions


particularly around
opinion and discussion.


For businesses, it’s the recognition
and movement toward utilizing the
Internet as a core business tool.

Managing the Blogosphere, UBC, November 2009

Web 2.0 technologies


Publishing: Blogs, podcasts, RSS


Networks: Facebook, LinkedIn,
MySpace


Content: YouTube, Flickr


Games: Second Life, WOW


Presence: Twitter, Jaiku


Bookmarks: delic.io.us, Digg


Managing the Blogosphere, UBC, November 2009


Managing the Blogosphere, UBC, November 2009


Three Ways to Approach Blogs

Create an external blog for a
brand, company, product,
service, event, or new initiative.

1

Managing the Blogosphere, UBC, November 2009


Three Ways to Approach Blogs

Look for blogs and bloggers who
might be interested in your
product and get them talking
about you.

2

Managing the Blogosphere, UBC, November 2009


Managing the Blogosphere, UBC, November 2009


Managing the Blogosphere, UBC, November 2009


Three Ways to Approach Blogs

Start an internal blog to reap the
same benefits an external one
creates within your organization.

3

Managing the Blogosphere, UBC, November 2009

Cannondale

“We're transferring our corporate
content management system to
blogs


Janet Maurice, the company's
Webmaster


Managing the Blogosphere, UBC, November 2009

Adobe

Currently has 179 blogs at

http://blogs.adobe.com/blog
-
list.html


Total comments: more than 60,000
(but some have just 10
-
20)

Managing the Blogosphere, UBC, November 2009

Benefits of Blogging


Providing a way to interact with customers


Being a clearinghouse of information and
expertise


Getting valuable feedback


including
criticism


from those who know your
products and services best: customers


Changing public opinion during times of
negative attention


Simplifying and amplifying collaboration
between employees

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Make contact with readers all the
time, instead of just when your print
or broadcast publication is fresh

Managing the Blogosphere, UBC, November 2009

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Convince an audience of your
expertise by
being

an expert

Managing the Blogosphere, UBC, November 2009

Demonstrate expertise: English Cut

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Give people a way to contact you
when things go wrong, so that
you
are part of the conversation

Managing the Blogosphere, UBC, November 2009

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Generate goodwill by caring about
those things your customers care
about

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Create new revenue streams for
already profitable areas


i.e., feed
your audience’s appetite for more

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Inform your customers so that they
will be able to make more, or better,
or more frequent, use of your
products of services

Managing the Blogosphere, UBC, November 2009

FOR EXAMPLE


Remind your customers that you are
around, give them access to time
-
based information that prompts
action

Managing the Blogosphere, UBC, November 2009

Hosted vs. Installed


Blogger, Wordpress.com



Wordpress, Movable Type



ExpressionEngine, Drupal

Managing the Blogosphere, UBC, November 2009

Commercial vs. Open Source


What is open source


Who supports it


Security


Features


Documentation


Growth