This is the material from the PR Media Production Class, Session 5.

1. blogging 101
how it works & how to make it work

2. democratization
publishing & marketing through self-publishing
(blogging) and self-marketing (social media)
everyone is a publisher

3. what’s blog?
weblog
early 2000 -- typepad, blogspot, blogger,
wordpress, tumblr

4. bloggers
is not a journalist
but some are just as belieavable
don’t trust everything you read
recheck: source, author, affiliation, interest

5. what blogging is for
monitor conversation
participate in those conversations
cooperate with bloggers
shape conversations

6. benefits of blogging
Marcus Sheridan - Social Media Examiner
The power of team

9. benefits of blogging
Blogging sharpens your sword
Create 2-3 articles per week, and you will:
be forced to stay up to date with current news
learned to be a better teacher
have an answer to everything your customer ask

10. benefits of blogging
You become a trust agent
helpful content = trust
trust = leads
leads = sales
be a kindergarten teacher to your customers

11. benefits of blogging
The power of the blog comment
finding out passionate individuals
measure customers’ perception &
understanding

12. how to get into
blogging
read, read, read
try to gain: insight, understanding, netiquette
leave comments
create your own!

13. monitoring blogs
measure perception
leverage available tools: Technocrati, google blog
search
analyze trends

14. comment on blogs
Participate in the conversation.
Let people know about your point of view.
Leave track of your own identity - blog, website,
google profile

15. working with
bloggers
“The technology is easy. If you provide people with the
technology tools and there is excitement, then people
will make it successful.” - Flynn, member of Obama
socmed team
bloggers love interesting experience
new product
key people
cont

17. Tips on writing blog
post
A blog is a tool to make a company/brand more
‘human’, instead of just brick-and-mortar. Hence, be
personal. Use pronouns to create a closer connection
with your readers. It’s okay to use ‘you’, ‘me’, ‘us’.
Be authentic. Tell your story in your own way. No need
to exaggerate it, just be honest.
Have a stand. Blog could be opinionated, that’s okay.
Blog post is not a news article. Use it to amplify your
corporate values, what you believe in and what you want
to advocate for.

22. concept a compelling
website
how to build a rich but not ‘too much’ site

23. website = house

24. a great website is...
...an intersection of every other online initiative. in a cohesive and
interesting way, the content-rich website organizes the online
personality of your organization to delight, entertain, and - most
important - inform each of your buyers.

26. focus on content
what do you want to say?
what’s your story?
what do you want people to know?
who are you talking to?

27. alternative of
content
product / services
team
distinctive value proposition
contact
portfolio
career
blog
campaign
promotion
link to other channels
RSS-feed / mail subscription
tips

36. examples of sitemap

38. developing a
sitemap
what content do you want to include?
what content do you want to focus on?
think about what customers want to know
think about how customers will find information
easily