The document provides tips for using blogging to drive business, including choosing a blogging platform like Blogger or WordPress, topics to write about, using social networks like Facebook and Twitter to promote the blog, and tracking blog performance. It recommends starting with the basics of profiles and regular posting, at least once per week for blogging and daily for social updates. Plugins and tools can help track visits, clicks, and search terms to measure success. The goal is to create engaged fans by sharing passion for the business.

1. BLOGGING TO DRIVE BUSINESS
REBECCA BOLLWITT
@Miss604
Miss604.com/contact

2. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why
Why

3. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why

4. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why

5. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why

6. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why
Why

7. MY BLOGGING...
Who
What
Who What
Why Where
When Where
When
Where Who
Why
Why

8. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why

9. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why

10. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why

11. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why

12. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Local Blog
Group

13. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Food Blog

14. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Hobby Blog

15. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Royal Blog

16. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Business Blog

17. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Technorati State of the Blogosphere 2010
21% of bloggers blog for their own company or organization
2/3 of bloggers are male
42% of respondents say they blog about brands they love or hate

18. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
You.com or YourBusiness.com/blog
YOU If you’re using a tagline, do some research, see: Unvarnished.

19. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•You.com or YourBusiness.com/blog
•Get your profiles on social networks
YOU

20. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•You.com or YourBusiness.com/blog
•Get your profiles on social networks
YOU
Make yourself easy to find. Use the same branding across all
networks.

21. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Who is going to write the blog?
•Marketing, Communications
•Customer service or support
•CEO, Founder
YOU
•Hired help*

22. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Who is going to write the blog?
•Marketing, Communications
•Customer service or support
•CEO, Founder
YOU
•Hired help*
*This means someone who is passionate about your
business, your industry, and is an experienced online
storyteller

23. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Profile and showcase your contributors
•So there’s a voice & perspective
•Build up a following
YOU •No one in your office is named “Admin”

24. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
It's easy to see the associated risks of a life-logging
device. From stalkers to identity theft, recording
such information (and to unlock its true value,
posting it online) makes us vulnerable to all
manner of bad actors.
But what about the cost of not sharing?
In the online realm, that might mean you
simply don't exist.
Pete Cashmore of Mashable
on CNN.com

25. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Technorati State of the Blogosphere 2010
39% of respondents believe that more people will be getting their
news and entertainment from blogs than traditional media in the
next 5 years

26. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Technorati State of the Blogosphere 2010
The top ways that blogging has helped businesses:
1. Greater industry visibility (64%)
2. Acquired new customers, made sales (58%)
3. Built thought leadership (54%)
4. Asked to speak at conferences (32%)
5. Helped recruit employees (17%)

27. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Start anytime
•Write anytime
•Update often
•Promote when published

28. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Technorati State of the Blogosphere 2010
Most bloggers update 2-3 times a week

29. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
Time-saving tips:
•Think of a weekly or daily theme
•Schedule posts when you get on a roll
•If you have time to write an email, you
can write a post...

30. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why

31. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Free
•Online-based
•Owned by Google
•http://YourSite.Blogspot.com

32. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Free
•Online-based
•Owned by Google
•http://YourSite.Blogspot.com
•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com

33. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com

34. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com
WordPress.org
•80-90% of SEO is covered
•You control 100%
•Endless theme & design possibilities
•Plugins
•Advertising

35. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•YourSite.com/Blog

36. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Keep your online
presences gathered at
your “home base” Website
whether that’s your main
site or your blog Wiki
Twitter
Outside Site

37. BUSINESS BLOGS
What
Who What
Who When
Why Where
When Where
Why
•Share your content
•Give options to find
you elsewhere, but
where people can come
back to the home base

38. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

39. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

40. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

41. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

42. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

43. BUSINESS BLOGS
Who
Tips What When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

44. BUSINESS BLOGS
Examples What
Who When Where Why
stonyfield.com/blog

45. BUSINESS BLOGS
Examples What
Who When Where Why
blogsouthwest.com/blog/

46. BUSINESS BLOGS
Examples What
Who When Where Why
Technorati State of the Blogosphere 2010
72% of bloggers are using twitter to promote their blog content
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47. BUSINESS BLOGS
Examples What
Who When Where Why
wholefoods.com

48. BUSINESS BLOGS
Examples What
Who When Where Why
wholefoods.com

49. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook.com
Most users
Closed platform
Share updates, news, links, photos
You don’t own anything on Facebook

50. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook.com
Most users
Closed platform Twitter.com
Share updates, news, links, photos Quick updates - 140 characters
You don’t own anything on Facebook Public
Share updates, news, links, photos
Highest click-through rate of all social networks

51. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook.com
Most users
Closed platform Twitter.com
Share updates, news, links, photos Quick updates - 140 characters
You don’t own anything on Facebook Public
Share updates, news, links, photos
Highest click-through rate of all social networks
If you’re going to promote your online
presences please tell us who you are:
Find us online! Find us online! Find us online!
@mycompany
/mycompany
mycompany.com/social

52. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
It’s come a long way...

53. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
•Match your branding in your Twitter name
•Promote your website or blog (more info is there)
•Be timely & update every day, at least once
•You won’t have time to reply to everything, make a game plan
•Pay attention to the conversation about you that’s already
happening

54. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why

55. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why

56. BUSINESS BLOGS
Who
Facebook & Twitter for Business

57. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook for Business
•Be there, have a presence, draw them back to your site
•Be interactive, host contests, promotions
•Don’t force a “Like”

58. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook for Business

59. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Facebook for Business

60. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Basics
•Get profile names that make sense
•Fully fill our profiles/bios
•Update at least once a day, blog at least once a week

61. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
Determine...
•Who will manage
•What you want to share, what you want to get out of sharing
•How you will track your success

62. BUSINESS BLOGS
Facebook &What for Business
Who Twitter When Where Why
My daily “game plan”
•Check email
•Check Search.Twitter.com
•Check stats overnight & Google my terms
•Respond to comments, tweets, or wall posts
•Have a daily posting schedule, write (schedule tweets)

63. BUSINESS BLOGS
Who
Tips What When Where Why
Use plugins and tools...
•Google Analytics, Feedburner
•Sitemeter, Statcounter
•HootSuite
•Link shorteners (bit.ly ow.ly)
•Track visits, clicks, search terms

64. BUSINESS BLOGS
Who What When Where Why
Why broadcast and give away the content for free?
“We’re creating families of fans.
Radio creates more fans.”

65. BUSINESS BLOGS
Who What When Where Why
You have a business already. Blog, tweet, and
share why you have that business. Why it’s your
PASSION and why customers are/should be
passionate too.

66. REBECCA BOLLWITT
@Miss604 @sixty4media
Miss604.com/contact sixty4media.com/contact