The no-nonsense, how-to guide to creating blogs that build business and drive profits--with coverage of the newest Web 3.0 technologies! This book will show you specific dos and don'ts for creating thriving business blogs that meet your business's financial and strategic goals. You will learn how to define clear goals, create the right formats and content and choose the right tools--including state-of-the-art Web 3.0 tools that will offer you a powerful competitive advantage. Featuring case studies from Adidas, Wal- Mart, Google and HP, you will also learn tools and strategies for measuring return on investment, blog design and blogging guidelines.
Table of Contents
Introduction 1 How This Book Is Organized 2 Conventions Used in This Book 3 Web Pages 3 Special Elements 3 There's More Online 4 1 Why Are Blogs So Important? 5 Media Growth Is in One Area: Online 6 Get the Message Out 6 Blog Popularity 8 Hello,World! 8 Promote Products and Services 10 Reach People 12 Keep Pushing Content 13 Drive People to the Blog 13 Crowdsourcing 13 Case Studies: Intel and Adidas 15 Intel Inside Scoop Blog 15 Adidas Soccer MySpace Blog 17 Summary 21 2 Leveraging Your Blog with Marketing Tools 23 Online Marketing 24 Web Site 24 E-Mail Marketing 24 More Work! and Potential Solutions 25 Offline Marketing 29 Pushing Information via RSS 31 Getting Customers to Subscribe 33 Taking Care of Your Readers 33 Case Studies 34 City of Arvada 34 The Sacramento Bee 36 Summary 38 3 Creating a Blogging Strategy 39 Blogging Platforms 40 WordPress.com 40 TypePad 42 Vox 44 Blogger 44 LiveJournal 45 Blog Software 46 Finding the Blog Best for Your Business 49 Vlogs 49 Photoblogs 50 Podcast Blogs 51 Tumblelogs 52 Microblogs 53 Moblogs 55 Combining Blogs with Other Networking Sites 56 MySpace 56 Facebook 57 LinkedIn 58 Twitter 59 Case Studies 60 BusinessWeek 60 KCBS Radio, San Francisco 62 Summary 64 4 Blogging Responsibly 65 Listen to Your Audience 66 Two-Way Discussions 66 Listening by Sharing 67 Tools to Help You Listen 69 Comments and Responding to Them 74 Comment Forms 74 When to Moderate Comments 74 Negative Feedback Can Help You Grow 76 Dealing with Negative Feedback 77 Case Study: Molson Coors Brewing Company 78 Summary 81 5 Finding Topics to Write About 83 Writing Blogs for the Wider World 84 Creating an Industry Resource Blog 84 Create an Online Community 86 Case Study: Canucks Fan Zone 88 Creating an Internal Blog (or Blogs) for Your Company 90 Keep People Informed 90 Internal Blogs for Project Management 91 Product Blog (External) 92 Summary 94 6 Who Will Write the Blog? 95 Writing from Within a Company 96 Identifying Authors 96 Client Services and Tech Support 99 Authentic Content 101 Hiring a Blogger 102 Tips for Hiring a Blogger 102 Hiring a Blogger from Your Industry 103 Create a Blogging Position 104 Case Study: Linda Bustos: An Elastic Blog from Elastic Path 107 Summary 110 7 Getting Eyeballs to Your Blog 111 Writing Effectively 112 Editing for Word Count and Brevity 112 Be Human 114 Be Readable 115 Design 116 Reading Blogs Helps You Write Blogs 117 Commenting: More than Leaving a Calling Card 117 Blogger Outreach 118 Linking Out to Get Incoming Links 119 Search Engine Optimization 120 Blogrolls 120 Linking to Other Blog Posts 121 Write Interesting Content 122 Highlight Industry Players 122 Company Profiles 124 Case Study: Vancouver Opera 125 Being Searchable 126 Check Your Current Rank 127 Clean URLs 128 Keywords and Tags 128 Promotion 129 Social Media Networks 129 Announcing Your Blog Launch to Other Communities 129 Target Your Newsletter Members 130 Press Releases 130 Summary 131 8 Getting Interactive with Multimedia Blogging 133 Offering Multiple Forms of Content 134 Content for All 134 Private or Members-Only Content 141 Podcasting 142 Screencasts 146 Case Study: Blendtec 147 Summary 150 9 Taking Advantage of Web 3.0 Blogs 151 An Overview of Web 3.0 Technologies 153 Wikipedia 154 APIs and Widgets 155 Mash It Up! 156 Integrating Semantic Technologies 158 Make Agents Work for Your Blog 159 Case Study: UrbanSpoon.com 160 Summary 162 A Important Blogging Sites 163 Technorati 164 News Aggregators 164 Podcatchers 166 Ping Search Engines 167 Want to Advertise on Blogs? 167 Getting More Blog Traffic 169 Software as a Service Product 171 Index 175
Eric Butow is CEO of Butow Communications Group (BCG), a Web design and online marketing firm in Jackson, California. Eric has written a wide variety of computing books since 2000, and his latest titles include User Interface Design for Mere Mortals, How to Succeed in Business Using LinkedIn, as well as custom For Dummies titles for F5 Networks and Hewlett-Packard. When Eric isn't writing or running his business, you'll catch him reading and enjoying the weather of the Sierra foothills. Rebecca Bollwitt is the co-founder of sixty4media, which specializes in WordPress design and development as well as social media consulting in Vancouver, British Columbia. Rebecca has been blogging since 2004 on Miss604.com, and podcasting about music and hockey since 2005.Miss604.com was voted "Best Vancouver Blog" of 2009 in The Georgia Straight and in 2008, she was listed within the top ten "Most Influential in Canadian Social Media" by Profectio.com. She has organized social media conferences and charity fundraisers, including Blogathon Vancouver, Twestival Local, and the Best of 604 Awards.