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

1. Strategic Tactic Presentation:
Blogs
Team 13: Lucky Charms - Heather Barkley, Stephanie Jean, Miryam Garcia-Lascurain,
Darryn Oldford, Nathalie Gravelle

2. 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

3. 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…

4. The Blogging Community
Blogosphere Blog evaluation and search
The entire community of blogs engines
on the web Blogcatalog.com
It can be a measure of public Blogadr.com
opinion, a tool to spot trends Technorati.com
and can play an influential role Digg.com
Websites to create a Blog Alexa.com
Google‟s Blogger Blogsearch.google.com
Pyzam.com Blogdigger.com

5. 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

6. Types of Blogs
• Blogs can be loosely categorized into the following:
• Personal
• Private
• Political
• Business
• How-to, Tips, Reviews
• Non-Profit

7. 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

8. Types of Non-Profit Blogs
• 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

9. 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

10. 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

11. 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

12. 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

13. Applications
• Communications
• Marketing
• Fundraising

14. Communications
• 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

15. Marketing
• 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

16. Fundraising
• Embed a “Donate
Button”
• Reach potential donors
• Search blogs that have
specific calls to actions
• Post fundraising goals
and track progress

17. Pros and Cons of Blogging

18. Pros of Blogging
• Economical and Flexible
• Requires no technical knowledge
• Increases SEO
• Increases levels of engagement
• Easily share content with social media sites

19. Cons of Blogging
• Staff and time requirements
• Public vulnerability to critics
• No control of what is posted
• Credibility
• Reputation

20. 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

21. Bloggers for OXFAM
• Approximately 250 bloggers
• From all levels in the organization – including celebrities!
• From all over the world
• All areas of development

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

24. Questions?

25. 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