Blog & Blogosphere Management

7/29/2019 Blog & Blogosphere Management

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Blog and blogospheremanagement

Master internet Strategy & Web Management


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Romain Biard@biskuit

Founder & General Manager Digital Lift

Launched Uber in Paris

Worked for TypePad (Six Apart) for 2 years 1/2



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Agenda

1. What do you know about blogs?

2. The big picture

3. Lets talk about strategy4. One thing about SEO and SMO

5. A bit of technic

6. Key success factors and how to measuresuccess?



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What do you know

about blogs?



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What is a blog for you?

Whats the difference between a blog and a

website?

Who had a blog prior to being a student here?

What were you talking about ?

Who reads blogs?


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A blog is

Interactive

Easy to manage

Updated frequently

=> A publishing tool


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Blogosphere,

the big picture



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A non-stop growing ecosystem

+164 M# of public blogs +1 M# of new posts per day

Source : BlogPulse, BlogHeraldPhoto : Girl Talk Crowd, kjten22 / Flickr


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A non-stop growing ecosystem

Source : BlogPulse, Technorati, BlogAndRetirePhoto : Girl Talk Crowd, kjten22 / Flickr


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Who are the bloggers?

60%

18%

8%

13%

Bloggers

Hobbyist

Part-timers & Full-timers

Corporate

Entrepreneurs

Source : Technorati, State of the blogosphere 2011


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Why do corporate bloggers blog?

To share experiences and expertise with others

To speak their mind on areas of interest

To gain professional recognition

To attract new clients



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Why do corporate bloggers blog?

Recognition

Sales



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The impact of blogs

Information sources

41.5% 42.5%

Blogs Newspapers



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The impact of blogs

Why do people visit blogs?

52%

News

50%

Productreviews

29%

Productrecommandations



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The impact of blogs

# of people trusting the information they find on

40% Facebook (published by a friend)

36% Brands website

30.5% Blogs

17% Facebook (brands page)

16% Twitter (someone they follow)

12% Twitter (a brand they follow)



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The impact of blogs

# of people sharing information coming from

34% Facebook (published by a friend)


29% Blogs

21% Brands website


7% Twitter (a brand they follow)



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The impact of blogs

Where do people share

the content they find on blogs?

63% Email

29% Twitter

62% Facebook

21% Their own blog

15% Comment section of other blogs

8% LinkedIn



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The impact of blogs

If brand product or service information is foundon a source, which one tends to make people

want to learn more about it?

28% Brands website

33% Facebook (information posted by a friend)

36% Blogs



5% Twitter (brand they follow)



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The impact of blogs

44% Brands website

42% Facebook (content posted by a friend)

37% Blogs





People likelihood to recommend based on


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The impact of blogs

37% Brands website

33% Facebook (content posted by a friend)

31% Blogs





People likelihood to purchase based on


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Lets talk about

strategy



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What can we use a blog for?

News Brand

management

Engage customers

HRShare

expertiseShare content

with clients

Manage

a communitySelling

products Crisiscommunication

EventsWebsites

Loyalty


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Brand management - humanize

Why?



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You are the voice of the company.

You give it a face.

People can identify themselves to you and what youtalk about.

You are on the same level than your readers: a blogis made for discussions, not for top-downinformation.


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Brand: The North Face

Blogs name: Never Stop Exploring

URL: http://www.neverstopexploring.com

Major goal: work on empathy


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How?

They allow their sporters to talk on behalf of the brand.


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How?


They can talk on almost whatever they want, ifits more or less

related to their activity: passions, family,


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How?


They can talk on almost whatever they want, ifits more or less

related to their activity: passions, family,

They created a dedicated brand: Never Stop Exploring


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Of course, they also talk about the results of their sporters or the

other actions of TNF like charity.


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Brand: Baba

Blogs name: Bablog

URL: http://www.beablog.fr/

Major goal: mothers talk to mothers


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How?

The blog is managed by young mothers.


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How?


They have a defined agenda based on readers expectations.


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How?



They talk about things they like, in an honest way.


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How?




The brand is mentionned but is not too intrusive.


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How?




The brand is mentionned but is not too intrusive.

They listen to their community and involve their readers.


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Manage a community

Why?



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Manage a community

Be accepted by this community and become the

obvious partner of this community.

Be considered as a reference on a specific topic.

Blogs are an easy way to share a publishing toolbetween many authors. Use this strength.


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Manage a community

Brand: Roche

Blogs name: Femmes avant tout

URL: does not exist anymore

Major goal: make the people talk about how they live with their

cancer, how they react to the treatments, what can be improved


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Manage a community

How?

Content was focusing on woman-like qualities.

Personality of the journalist was really important.

She was concerned by the topic and the way she wrote was part of

the success of the community.

Discussions much more than top-down information. Readers

interviews, contributions

Brand was only in the background.


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Manage a community

Brand: Coca-Cola Zero

Blogs name: Bamar en Live

URL: http://www.bamarenlive.com/

Major goal: Help Coca-Cola Zero be a reference in the world of video

games.

Context: this is one element of a more global strategy


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Manage a community

Context

Coca-Cola Zero wants to penetrate and be accepted in the world of

gamers.

They have created many tools related to gaming.

Bamar en Live is one piece of this strategy.


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Manage a community

How?

The blog is managed by a journalist, specialized on this topic, known

by the community.


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Manage a community

How?


by the community.

They provide readers with exclusive content.


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Manage a community

How?


by the community.

They provide readers with exclusive content.

He says what he thinks and talks in a way that make readers

comfortable.

The brand is never mentionned in posts.


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Manage a community

Results

From a brand perspective, its mainly positive: we talk about Coca

Zero in this community even though the brand is not too pushy.

From a community management standpoint, people are interested in

what Bertrand says, but they are not really involved. Its ajournalists

blog.


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Share content with clients

Why?



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Give your clients an exclusive access to you.

Give them the specific content they expect, on apeople per people basis.

A blog platform offers you the ability to easilycreate and manage many blogs, and to makethem private. Use this strength.


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Brand: Homelike Home

Blogs name: Homelike Home Espace Client

URL: http://www.homelikehome.com/

Major goal: Give their clients access to specific content from

anywhere, at any time.


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How?

They create a private blog for every new client, with a first post.


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How?

They create a private blog for every new client, with a first post.

For each appartment they visit, they publish a description, pictures

and a map.

The client can post comments and get information about his flat

search when he wants and not when the hunters can answer.


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Why?



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Share expertise

To show that you are an expert in your activity

field.

To get recognition from your clients and peers.

To be invited to talk at events


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Share expertise

Brand: Homelike Home

Blogs name: Denicher

URL: http://www.de-nicher.com/

Major goal: Make themselves be recognized as specialists of the flat

hunt.


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Share expertise

How?

They talk about their daily activity, but also about correlated topics.


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Share expertise

How?


They write frequently and dont hesitate to express their point of

view.


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Share expertise

How?


They write frequently and dont hesitate to express their point of

view.

Write out-of-the-box : talk about things your competitors

generally dont talk about.


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Share expertise

Brand: Sage

Blogs name: New CFO

URL: http://new-cfo.fr/

Major goal: Help Sage be a reference in the community of CFOs.

Context: Help Sage make the CFOs look more modern and become a

reference for them.


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Share expertise

How?

They talk about CFOs day-to-day life.

They focus on specific markets to provide more relevant information

depending on topics of interest of the readers.


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Share expertise

How?

They talk about CFOs day-to-day life.They focus on specific markets to provide more relevant information


They help to make these jobs better accepted by companies and

people (we usually think that CFOs are not funny) and give tools to

the CFO to better communicate on their job.


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Share expertise

How?

They talk about CFOs day-to-day life.They focus on specific markets to provide more relevant information


They help to make these jobs better accepted by companies and

people (we usually think that CFOs are not funny) and give tools to

the CFO to better communicate on their job.

They use derision.


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Share expertise

How?

Ifyoure a CFO, you will be eager to promote a blog that describres

you as someone funny, not a blog which is too serious.


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Share expertise

And also

Comment on other blogs talking about the same things, on the blogs

of your peers.

Answer to comments on your blogs, to the questions your readers

ask you.

Give your references (other blogs, books, ) => publish links.


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Engage customers

Why?



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Engage customers

Promote your customers.

Involve them in the life of the company and in

the development of products they love.

Blogs are an easy way to get in touch with

people and get feedbacks.


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Engage customers

Brand: Lego

Blogs name: Lego Cuusoo

URL: http://lego.cuusoo.com/

Major goal: Increase the engagement ofLegos fans with the brand.

Context: Lego probably expects to grow its community of users

toward adults and long-time fans.


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Engage customers

How?

Invite your customers to create content for you.


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Engage customers

How?

Invite your customers to create content for you.

Customers creations are promoted on a blog / website were other

people can comment and vote.

Reward your customers (creations with +10,000 votes are created if

approved by a commitee).


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Engage customers

How?

Key success factors:

-be honest and transparent with your customers otherwise you will

create frustration.

-use this to discuss with your clients and get information from them.


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Crisis communication

Why?



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Be reactive in your communication if somethingwrong happens.

Answer to your customers questions.

Blogs are an easy way to post content on the

web, quickly and frequently, and (once again)

to get feedbacks.


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Brand: Leclerc

Blogs name: De quoi je me M.E.L.

URL: does not exist anymore

Major goal: M.E.L. directly talks about the life of his company to

customers and get feedbacks from them.

Context: There was a major sanity crisis.


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How?

Be reactive.

Be honest and transparent.


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How?

Be reactive.


Interact with your clients and answer to their questions (thats what

they expect from you).


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How?

Be reactive.




Publish frequently.


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Brand: Squarespace

Blogs name: The Official Squarespace Blog

URL: http://blog.squarespace.com/

Major goal: Communicate about the day-to-day life of Squarespace

and the evolution of their products.

Context: Maintaining websites activity during the storm Sandy.


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How?

Be reactive.




Publish frequently.

Source : http://techcrunch.com/2012/11/01/squarespace-fog-creek-

peer1-kept-ny-data-center-alive-by-carrying-fuel-buckets-to-the-17th-floor-in-the-dark/


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Internal communication

Why?



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Broadcast content easily to a lot of people.

Give a way to your colleagues to express

themselves.

Knowing that everybody can read them, they

will moderate themselves.

l


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Brand: Arcelor Mittal

Blogs name: Creating History

URL: private

Major goal: Help the people working in the company accept the

acquisition and better know their fellow colleagues.

Context: The acquisition happened in a tough context in France.

l


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220 000 employees + 110 000 new ones in 60 countries

Major issue for the company in 2007: how to integrate allthese new people

Strong reluctancies at Arcelor

How to create a common culture?

Should they keep this communication internal to thecompany?

l i i


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How?

The presented the different activities of the group.

I l i i


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How?

The presented the different activities of the group.

Employees were able to ask questions directly to the top

management: it reduced the distance between all the people in the

company.

I l i i


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How?The presented the different activities of the group.

Employees were able to ask questions directly to the top

management: it reduced the distance between all the people in the

company.

They focused on presenting people through a web-show. 3 seasons

were created.

I l i i


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Key success factors:

It was accessible to all the employees.

People were able to ask whatever was important

to them. The people responsible for the decisions (top

management) were accessible to anybody within

the company.

They got 100 000 visits in 2 days.

Budget: 340 k => ~1 per employee.

E t


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Events

Why?


E t


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Events

Generate conversations before the event.

Keep the conversation going after the event (untilnext one?).

Provide real-time content with what happensduring the event.

Give a place to the people to talk about your event(thus you know what they say).

E t


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Events

Brand: Red Bull

Blogs name: Red Bull Stratos

URL: http://www.redbullstratos.com/blog/

Major goal: Communicate on how this event was prepared and what

happens next.

Context: Red Bull sponsored the highest jump in the atmosphere.

E t


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Events

How?

You do not talk about the brand, you talk about the event.

Give details about it.

E t


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Events

How?


Give details about it.

Present the people who are behind the event.

E t


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Events

How?

You do not talk about the brand, you talk about the event.Give details about it.

Present the people who are behind the event.

The more you get closer to the event, the more you give information

about what happens. Pictures are a good way to help people who are

not attending the event to immerge themselves in it.

E t


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Events

How?


Give details about it.Present the people who are behind the event.

The more you get closer to the event, the more you give information

about what happens. Pictures are a good way to help people who are

not attending the event to immerge themselves in it.

Give the results and keep the event alive with what happens next

until next time?

Selling products


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Selling products

Why?


Selling products


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Selling products

Humanize your brand / shop / company.

Show how to use your products.

Provide information about the life of the company andanswer to the questions of your customers.

Involve your customers in the process of developing /

choosing new products.

Attract new customers talking about related topics.

Selling products


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Selling products

Brand: Archiduchesse

Blogs name: Archiduchesse

URL: http://www.archiduchesse.com/blog/

Major goal: Communicate on the day-to-day life of the company.

Context: Archiduchesse sells beautiful socks in a funny way. The blog

is here to humanize the company & promote the funny atmosphere.

Selling


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Selling

How?

Talk about the day-to-day life of the company.

Selling


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Selling

How?

Talk about the day-to-day life of the company.Humanize the brand (once again). A client will be more eager to buy

products on a shop or of a brand he feels close to.

Selling


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Selling

How?

Talk about the day-to-day life of the company.Humanize the brand (once again). A client will be more eager to buy

products on a shop or of a brand he feels close to.

Get information on which products interest your clients.

Selling products


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Selling products

Brand: Carr de Boeuf

Blogs name: Carr de Blog

URL: xxx

Major goal: Promote the products sold on the e-shop.

Context:Carr de Bufsells quality meat online.

Selling


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Selling

How?

Show your customers how to use your products. In this case, recipesare the best way to go.

Selling


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Selling

How?

Show your customers how to use your products. In this case, recipesare the best way to go.

Use your blog as a loyalty tool. Posting recipes helps you keeping the

contact with your customers: its likely theyll come frequently to get

new ones, and give their opinion on the recipes theyve tested.

Contests are also a good way to involve them in the life of your

company / blog / shop.

Selling products


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Selling products

Brand: Madeleine Market

Blogs name: Le carnet des fines gueules

URL: xxx

Major goal: Provide the client with content related to your activity

Context: Madeleine Market has been acquired recently and wants to

develop a new identity around fine food.

Selling


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Selling

How?

Provide them with content that may interest them. You can talk

about your products but you can also talk about related topics.

Selling products


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Selling products

Questions?


Selling products


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Selling products

Would you use a blog as an e-shop? Is it possibleto directly sell on it?

If yes, in which situation?

Isit possible to drive trafic in a physical shop

with a blog? How?

Others


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Others

Website

HR News


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One thing about

SEO & SMO


Best practices of SEO


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Best practices of SEO

1. Be patient

2. Publish frequently

3. Comment and answer to comments

4. Words, words, words

5. Broadcast your content


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57%1-3 times per week

25% publish more 18% publish less

SMO facts


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SMO facts

40% trust the content posted by friendson Facebook

34% share the content posted by friends

on Facebook

Do you remember that

29% share the content posted on blogs

SMO facts


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Whats yourconclusion

?

SMO facts

SMO facts


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Offer the ability to yourreaders to share your

content!

SMO facts

SMO facts


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SMO facts


SMO facts


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SMO facts

88% of corporate bloggers use Twitter

85% to promote their blog

67% to bring interesting links to light

33% follow readers of their blog


SMO facts


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SMO facts

Twitter is a good way to broadcast your content.

You can use it to see what your readers say to

their audience about this content and if theyshare it.

You can use it to keep the conversation going.

SMO facts


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What about aFacebook Page

?

SMO facts

SMO facts


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SMO facts

You have to be able to manage the discussioneverywhere.

You have to offer an exclusive content inaddition to the links pointing to your blog.

It needs to integrate in a global strategy with a

clear goal for this specific tool.


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A bit of technic


Whats the difference


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Whats the difference

between a hosted andnon-hosted platform

?

Hosted VS non-hosted


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Hosted VS non hosted

Hosted

Easy to create

May include a

support team

May be free

Less customizable

Non-hosted

Technical skills

needed to setupand maintain the

blog

Will never be free

More customizable


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What are the main blogplatforms

?

Main blog platforms


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Main blog platforms

Main blog platforms


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Main blog platforms

Wordpress.com

Hosted

Need to pay to

access to

professional

features

Wordpress.org

Non-hosted

Highly customizable

Main blog platforms


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g p

TypePad

Hosted

~15$/month

Support team to

help you

Movable Type

Non-hosted

Highly customizable

Main blog platforms


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g p

Overblog

Hosted

Recently evolved to

aggregate content

coming from your

different socialprofiles

Tumblr / Posterous

Hosted

Poorly customizable

Created around the

community and

sharing features

Main blog platforms


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g p

Blogger

Hosted

Free

How to choose thegood one?

In a professional context

Ability to setup andmaintain the blog

Ability to customize

it like you want

Multi-authors


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What is a RSS feed

?


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What is a pingback

?


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What is a blogroll

?


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Key success factorsand how to measure

success


Key success factors


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y

Which content? Life of your company (new markets, recruitments, events)

Life of your products (prototypes, advices)

Life of your employees (experts analysis, in situ reports Ex: Archiduchesse)

Which interactions?

Clients feedbacks (feedbacks on products, suggestions, critiques) Attract new prospects (know-how, transparency)

Get attention from the media (market analysis, trends publication)

Who will write? Managers

Employees Outside people

Key success factors


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y

Who will be your readers and what are their preferences? Videos, texts, images

How familiar with the internet are they?

Can they express themself? Comments User Generated Content (UGC)

Profiles

What is my ecosystem? Other blogs and websites in the same field

Key success factors


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y

What are the rules? Content published

Editorial responsibility

Which dialog? Comments moderation

Answering to the comments

Which goals? Audience Participation (employees, users, )


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What aboutblogosphere

management?


Blogosphere management


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Its mainly about good sense.

If you want bloggers to talk about a new product of your company, you cansend it to them in order for them to try it, but:

- You will want to make sure that the bloggers you selected are relevantregarding to your product, have an audience, and are eager to publish

product reviews- You will accept that the reviews they publish are not necessarily positive

- You will accept that they dont want to publish a review about yourproduct or dont have time for it.

- You will consider including their comments into your strategy.

- You will consider including the comments of their readers into your

strategy, and may also want to answer in a humble way to the comments(this will make the blogger and commenters feel valuable).


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Now, lets play!


Lets play


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You are working at Arcelor Mittal.You are part of the team which created this great

blog when Arcelor was acquired by Mittal.

You are facing an issue: the top managementdoesnt know how to communicate with the rest

of the company on whats happening.

What would be your strategy on the internal blog tofacilitate the communication and the information

flow?

Lets play


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You are working for Gtes de France.You need to animate a network of accomodation

owners.

You also want to become a reference foroutdoors activities amateurs.

Which strategy would you develop?


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Bibliography


Bibliography


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Blogs pour les pros , Loc Le Meur &Laurence Beauvais, Dunod, 2005

Russir son blog professionnel : image,

communication et influence la porte detous , Thomas Parisot, Eyrolles, 2010

Bien rdiger pour le web : stratgie de

contenu pour amliorer son rfrencementnaturel , Isabelle Canivet, Eyrolles, 2011

Contact


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[email protected]

http://digitallift.fr

@biskuit

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0

Unported License. To view a copy of this license, visit

http://creativecommons.org/licenses/by-nc-nd/3.0/.

Blog & Blogosphere Management

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