Blogs in 2009
-
Upload
peter-flaschner -
Category
Technology
-
view
2.742 -
download
1
description
Transcript of Blogs in 2009
![Page 1: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/1.jpg)
Blog 2.0Blogs in the context of a social media landscape.
Peter FlaschnerFounder & Creative Director, The Blog Studio
Tuesday, June 16, 2009
![Page 2: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/2.jpg)
Super quick history
Tuesday, June 16, 2009
![Page 3: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/3.jpg)
‘90s blogs first appear
Tuesday, June 16, 2009
![Page 4: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/4.jpg)
2004 Blogs go mainstream
Tuesday, June 16, 2009
![Page 5: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/5.jpg)
Tuesday, June 16, 2009
![Page 6: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/6.jpg)
Tuesday, June 16, 2009
![Page 7: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/7.jpg)
Around 2005 businesses began using
blogs.
Tuesday, June 16, 2009
![Page 8: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/8.jpg)
Businesses started blogging to
communicate and
Tuesday, June 16, 2009
![Page 9: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/9.jpg)
to connect.
Tuesday, June 16, 2009
![Page 10: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/10.jpg)
New style of communicating:
Tuesday, June 16, 2009
![Page 11: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/11.jpg)
Personal
Tuesday, June 16, 2009
![Page 12: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/12.jpg)
Transparent
Tuesday, June 16, 2009
![Page 13: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/13.jpg)
A more conversational tone
Tuesday, June 16, 2009
![Page 14: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/14.jpg)
Why did blogs take off?
Tuesday, June 16, 2009
![Page 15: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/15.jpg)
Easy to update
Tuesday, June 16, 2009
![Page 16: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/16.jpg)
Built in sharing
Tuesday, June 16, 2009
![Page 17: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/17.jpg)
Very expandable
Tuesday, June 16, 2009
![Page 18: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/18.jpg)
Cheap to get started
Tuesday, June 16, 2009
![Page 19: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/19.jpg)
Low technical overhead
Tuesday, June 16, 2009
![Page 20: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/20.jpg)
Underlying all this relative ease is
software.
Tuesday, June 16, 2009
![Page 21: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/21.jpg)
Blogging took off when the software to
maintain and update websites got easy.
Tuesday, June 16, 2009
![Page 22: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/22.jpg)
BloggerWordPress
MovableTypeTypePadDrupalJoomla
ExpressionEngineTuesday, June 16, 2009
![Page 23: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/23.jpg)
At this point in history, “blog” can refer to two
things:
Tuesday, June 16, 2009
![Page 24: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/24.jpg)
1. A weblog.
Tuesday, June 16, 2009
![Page 25: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/25.jpg)
2. A platform.
Tuesday, June 16, 2009
![Page 26: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/26.jpg)
(By which I mean a site powered by a content management system.)
Tuesday, June 16, 2009
![Page 27: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/27.jpg)
Blog software has evolved into robust, stable, fast, content
management software.
Tuesday, June 16, 2009
![Page 28: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/28.jpg)
So, this brings us to the social media ecosystem.
Tuesday, June 16, 2009
![Page 29: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/29.jpg)
Where do blogs fit?
Tuesday, June 16, 2009
![Page 30: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/30.jpg)
Traditionally (if we can use that word) blogs
were a spoke in a marketing plan.
Tuesday, June 16, 2009
![Page 31: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/31.jpg)
Corporate site
Micro-site Blog
TVRadio
POP
Outdoor
Tuesday, June 16, 2009
![Page 32: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/32.jpg)
Increasingly, blogs are becoming the hubs in marketing campaigns.
Tuesday, June 16, 2009
![Page 33: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/33.jpg)
Blog
Micro-site
Linked In
TVRadio
POP
Tuesday, June 16, 2009
![Page 34: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/34.jpg)
Why?
Tuesday, June 16, 2009
![Page 35: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/35.jpg)
Consumers want to get a sense of a brand’s
character.
Tuesday, June 16, 2009
![Page 36: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/36.jpg)
A blog is possibly the best place for that to
happen.
Tuesday, June 16, 2009
![Page 37: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/37.jpg)
1.Increasingly, users have
a bunch of small interactions with a
brand, spread over a number of locations.
Tuesday, June 16, 2009
![Page 38: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/38.jpg)
Blogs offer a great platform to tie those experiences together.
Tuesday, June 16, 2009
![Page 39: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/39.jpg)
2.Online behaviour has
changed.
Tuesday, June 16, 2009
![Page 40: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/40.jpg)
Users expect to have a voice in their online
experience.
Tuesday, June 16, 2009
![Page 41: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/41.jpg)
3.Blogs don’t have to look like “blogs”.
Tuesday, June 16, 2009
![Page 42: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/42.jpg)
4.Blogs have sharing and communicating built
into their DNA.
Tuesday, June 16, 2009
![Page 43: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/43.jpg)
RSS feeds, commenting, email-to-a-friend,
search, are all built in.
Tuesday, June 16, 2009
![Page 44: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/44.jpg)
5.Usually optimized for
search engines.
Tuesday, June 16, 2009
![Page 45: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/45.jpg)
Tend to perform pretty well on search results.
Tuesday, June 16, 2009
![Page 46: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/46.jpg)
6.Most importantly, most blog software is open
source.
Tuesday, June 16, 2009
![Page 47: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/47.jpg)
Rapid development
Tuesday, June 16, 2009
![Page 48: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/48.jpg)
Very up to date
Tuesday, June 16, 2009
![Page 49: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/49.jpg)
This high tech blog software makes it relatively easy to aggregate an org’s
online activity.
Tuesday, June 16, 2009
![Page 50: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/50.jpg)
In other words, a website built on blog
software can AUTOMATICALLYcollate activity on a bunch of different
platforms.Tuesday, June 16, 2009
![Page 51: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/51.jpg)
Why is this aggregation important?
Tuesday, June 16, 2009
![Page 52: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/52.jpg)
As orgs engage users in new and different
spheres, it’s important to collect (and share) a
full record.
Tuesday, June 16, 2009
![Page 53: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/53.jpg)
In other words, you want your Facebook
fans and Twitter followers to have
access to the same content.
Tuesday, June 16, 2009
![Page 54: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/54.jpg)
Beyond aggregation though, blogs have an important place in the
social media ecosystem.
Tuesday, June 16, 2009
![Page 55: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/55.jpg)
They’re easy to update, so they get used.
Tuesday, June 16, 2009
![Page 56: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/56.jpg)
Blogs in general have become the norm.
Tuesday, June 16, 2009
![Page 57: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/57.jpg)
The White House has a blog.
Tuesday, June 16, 2009
![Page 58: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/58.jpg)
Flexible look and feel.
Tuesday, June 16, 2009
![Page 59: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/59.jpg)
Relatively low cost to create (relative to enterprise CMS).
Tuesday, June 16, 2009
![Page 60: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/60.jpg)
Very measurable.
Tuesday, June 16, 2009
![Page 61: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/61.jpg)
I really believe the future of business blogging is in
aggregating outside content (Twitter, Facebook, etc) and
weaving together a cohesive story.
Tuesday, June 16, 2009
![Page 62: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/62.jpg)
It makes sense to be present in multiple spots in the social media ecosystem.
Tuesday, June 16, 2009
![Page 63: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/63.jpg)
Use a blog as your home base and link
back from the spokes.
Tuesday, June 16, 2009
![Page 64: Blogs in 2009](https://reader033.fdocuments.net/reader033/viewer/2022051411/53ffe86c8d7f7261088b48ab/html5/thumbnails/64.jpg)
Resources
• WordPress (www.wordpress.org)
• ExpressionEngine (www.expressionengine.com)
• The Blog Studio (www.theblogstudio.com)
• The Guide to Business Blogging (www.theblogstudio.com/guide-to-business-blogging-v2.pdf)
Tuesday, June 16, 2009