This document provides guidance on creating an effective blog. It discusses assessing blog readiness within an organization, including determining objectives and measuring success. Guidelines are presented for setting up a blog, writing high-quality posts, building an audience, and maintaining blog etiquette. Legal and ethical considerations are also addressed. The overall message is that regular, engaging posts that invite discussion can help build community and achieve strategic communication goals.

1. How To Create
An Effective Blog
Steve Dunne

2. The Background
To Blogging…..

3. The Concept of Blogs & its Wider
Implications

4. The Power of Word of Mouth

5. The Blogosphere…..
 400,000 Blog posts are created every
day…
 4.6 posts every second (16,000 per
hour)…
 45% of blogs have not had a posting in
the past 3 months…
 2.72 million blogs have been permanently
abandoned
 300K blogs have been abandoned after
being regularly maintained for over a year
 Only 5% of blogs are corporate

6. Blogs – Their Strategic Importance

7. What is A Blog?

8. Blogs…
 Blogs = Web Log
 One of the highest profile catalysts for
change…
 Allowing individuals or groups of like
minded individuals to publish on line….
 Two new blog is created every second…

9. What is a Blog ?
“A weblog, or simply a blog, is a website
which contains periodic, reverse
chronologically ordered posts on a
common webpage…...”

10. What is a Blog?

12. Ethics & Blogging….
Astro Turfing
Flogs

13. Blogging Strategies

14. Is Your Organisation Ready To Blog?
A true and effective blog is:
Dialogue – two way communication –
inviting comment and feedback…..
updated regularly….
Written consistently….

15. Assessing Your Blog Readiness
What Is Your Corporate Culture ?

18. Assessing Your Blog Readiness
What do We Want To Achieve By
Blogging ?

19. Why Do We Want To Blog ?
 As a marketing strategy…
 Thought leadership….
 Community building….
 Customer relations…
 Advocacy…..
 Brand Building…..
 As part of the PR Strategy…..

26. Assessing Your Blog Readiness
What Problem What about
does Blogging credibility in
Solve for us ? the
blogosphere?
What’s the
business case How do we
for blogging? know if
blogging is
Why do we right for our
need to pay organisation?
attention to the
blogosphere?

27. Pay Attention To The Blogosphere?
Digital Natives…
“They Google, blog, Wiki,
Flickr, socialtext, post,
subscribe, annotate and,
above all, share.”
“The social web shifts media
from institutions to
communities where
participants benefit from
Group wisdom.”
Terry Semel
CEO Yahoo!

28. Pay Attention To The Blogosphere ?
“Could the music industry
have predicted the rise of
the Arctic Monkeys? The
answer is yes. By
monitoring blogs, chat room
activity and social media
sites they would have
identified an emerging
trend”
Heather Hopkins
Research Director
Hitwise

29. What’s The Business Case for Blogging ?

30. Creating Corporate Blogging Guidelines
 Do not bring the company into disrepute
 Do not defame or discuss your
colleagues or their behavior
 Do not write anything defamatory
 Do not blog in company time
 Do not reveal confidential information
 Do not reveal trade secrets
 Respect your audience
 Cite others blogging on the subject area
 Be the first to correct your own mistakes

31. Creating Your Blog...

32. Blogging Options
 Social Networks…
 Blog Services…
 Self installed blog software…
 Web hosts & pre-installed blog
software…

39. Naming Your Blog

76. Tools For Blogging….

77. Tools For Blogging

82. Writing For Your Blog

83. Blogging Terminology
 Author byline
 Permalink
 Blogroll
 Catagories
 Comments
 Trackbacks

84. Pillar Articles

85. Building Traction...

86. Building Traction

87. Finding Blog Readers

88. Publish, Publish, Publish…..
Using Blog Directories

91. No Blog is an Island!

92. Who’s Blogging About You?

98. Harnessing Bloggers…

100. Blog Sites To Target
Fashion Coolhunting.com
Coolhunter.com
Consumer Endgadget.com
Technology Gizmodo.com
Techdigest.tv
Women Blogher.org
Ethnic Pickledpolitics.com

104. Blog Etiquette

105. Blogging – The Legal & Ethical Side

106. ROI is ROB!
Connections
Conversations
Discovery
Amplification
Leverage

109. The Viral Effect…
C C
B
A B
A
C My C
B A Blog
A
A C
B B
C

110. Stay in touch – And Say Hello!
http://twitter.com/stevedunne

111. How To Create
An Effective Blog
Steve Dunne