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Blogging to drive business : create and maintain valuable customer connections

Author: Eric Butow; Rebecca Bollwitt
Publisher: Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2012.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Document Type: Book
All Authors / Contributors: Eric Butow; Rebecca Bollwitt
ISBN: 9780789749949 0789749947
OCLC Number: 817251671
Notes: Previous edition: 2010.
Description: 1 volume ; 23 cm
Contents: Introduction ......................................................................1 How This Book Is Organized ........................................................2 Conventions Used in This Book ...................................................3 Web Pages ..................................................................................3 Special Elements ........................................................................4 There's More Online .......................................................................4 1 Why Are Blogs So Important? Media Growth Is in One Area: Online ........................................6 Get the Message Out .......................................................................7 Blog Popularity ..........................................................................8 Hello, World! .............................................................................9 Promote Products and Services ..................................................11 Reach People ..................................................................................12 Keep Pushing Content ............................................................13 Drive People to the Blog .........................................................14 Crowdsourcing ..............................................................................14 Case Studies....................................................................................15 Intel Inside Scoop Blog ...........................................................15 My Starbucks Idea Blog ..........................................................17 2 Making the Most of Your Blog with Marketing Tools Online Marketing ..........................................................................22 Website .....................................................................................22 Email Marketing ......................................................................22 Social Networks .......................................................................23 Search Engine Optimization and Marketing ......................25 More Work... and Potential Solutions .................................27 Offline Marketing ..........................................................................31 Pushing Information via RSS ......................................................33 Getting Customers to Subscribe............................................34 Taking Care of Your Readers ................................................35 Case Studies....................................................................................36 Katrina Sawa, JumpStart Your Marketing ...........................36 Northern Voice Conference ..................................................38 3 Creating a Blogging Strategy Blogging Platforms ........................................................................42 WordPress.com........................................................................42 TypePad ....................................................................................45 Blogger ......................................................................................46 LiveJournal ...............................................................................46 Posterous Spaces ......................................................................47 Blog Software ...........................................................................48 Finding the Best Blog for Your Business ...................................51 Vlogs ..........................................................................................51 Photoblogs ................................................................................52 Podcast Blogs ...........................................................................52 Tumblelogs ...............................................................................53 Microblogs and Sideblogs ......................................................54 Moblogs ....................................................................................56 Combining Blogs with Other Networking Sites .......................57 Facebook ...................................................................................57 LinkedIn ....................................................................................58 Twitter .......................................................................................59 Google+ .....................................................................................60 YouTube ...................................................................................61 Vimeo ........................................................................................62 Instagram ..................................................................................62 Pinterest ....................................................................................63 Case Studies....................................................................................64 InsuranceMommy.com ..........................................................64 Vancouver Film School (VFS) ...............................................67 4 Blogging Responsibly Listen to Your Audience ..............................................................70 Two-Way Discussions ............................................................70 Listen by Sharing .....................................................................72 Tools to Help You Listen .......................................................74 Comments and Responses ...........................................................79 Comment Forms .....................................................................79 When to Moderate Comments .............................................80 Negative Feedback Can Help You Grow .............................82 Deal with Negative Feedback ................................................82 Avoid Slip-Ups ..............................................................................83 Form a Game Plan ..................................................................84 Think About Fixes Before Slip-Ups Happen ......................86 Implement Fixes Quickly .......................................................87 Case Studies....................................................................................87 Molson Coors Brewing Company ........................................88 ING Direct's Direct Talk Blog ...............................................90 5 Choosing a Blog Topic Build Blog Posts .............................................................................94 Themed Topics ........................................................................94 Include Photos .........................................................................95 Write Blogs for the Wider World ...............................................97 Create an Industry Resource Blog ........................................97 Create an Online Community .............................................100 Create an Internal Blog (or Blogs) for Your Company .........102 Keep People Informed ..........................................................102 Internal Blogs for Project Management .............................103 Product Blog (External) ........................................................104 Case Study: Procter & Gamble's Man of the House ..............106 Case Study: CafePress .................................................................107 6 Designing Your Blog Understanding the Function of Your Blog .............................110 Readability Is Functionality .................................................110 The Functions of Color and Text .......................................110 Designing for Your Blog Audience ..........................................112 Finding Themes and Templates ................................................113 WordPress ..............................................................................113 Tumblr ....................................................................................114 Blogger ....................................................................................115 Other Blog Platforms ............................................................116 Tips for Editing Your Theme to Drive Business ..............116 Case Studies..................................................................................117 Tumblr Staff Blog ..................................................................118 Case Study: Ree Hammond, Pioneer Woman ........................119 7 Who Will Write the Blog? Writing from Within a Company.............................................122 Identifying Authors ...............................................................122 Client Services and Tech Support .......................................126 Authentic Content .................................................................127 Hiring a Blogger ..........................................................................128 Tips for Hiring a Blogger .....................................................129 Hiring a Blogger from Your Industry ................................130 Create a Blogging Position ...................................................131 Case Studies..................................................................................134 Linda Bustos: An Elastic Blog from Elastic Path ..............134 Rob Jones: BuildDirect Blog ................................................137 8 Getting Eyeballs to Your Blog Writing Effectively ......................................................................142 Editing for Word Count and Brevity .................................142 Sound Human ........................................................................144 Reading Blogs Helps You Write Blogs .....................................145 Commenting-More than Leaving a Calling Card ..........145 Blogger Outreach ...................................................................146 Linking Out to Get Incoming Links ...................................148 Search Engine Optimization ................................................148 Blogrolls ..................................................................................149 Linking to Other Blog Posts ................................................150 Write Interesting Content ..........................................................150 Highlight Industry Players ...................................................150 Company Profiles ..................................................................152 Being Searchable ..........................................................................153 Check Your Current Rank ...................................................154 Clean URLs .............................................................................154 Keywords and Tags ...............................................................154 Promotion ....................................................................................155 Social Media Networks .........................................................156 Announcing Your Blog Launch to Other Communities .156 Target Your Newsletter Members ......................................156 Press Releases .........................................................................157 Case Study: Vancouver Opera .............................................157 Case Study: Translink's Buzzer Blog ........................................159 9 Getting Interactive with Multimedia Blogging Content for All .............................................................................164 Images .....................................................................................164 Videos......................................................................................168 Audio .......................................................................................169 Slideshows ..............................................................................171 Private or Members-Only Content...........................................172 Podcasting ....................................................................................172 Creating and Promoting Podcasts ......................................173 Show Notes .............................................................................174 Music .......................................................................................174 Editing and Publishing .........................................................174 Screencasts ....................................................................................176 Create and Promote Screencasts .........................................177 Contests on Blogs ........................................................................177 Prizing .....................................................................................178 Blog Contest Services ............................................................178 Legal Items for Consideration .............................................179 Select Winners .......................................................................180 How to Measure Success ......................................................181 Run a Contest with a Blogger ..............................................181 Case Study: Blendtec ...................................................................181 10 Taking Advantage of Web 3.0 Blogs An Overview of Web 3.0 Technologies ...................................186 Wikipedia ...............................................................................188 APIs and Widgets ..................................................................189 Mash It Up! ..................................................................................190 Integrate Semantic Technologies ........................................192 Make Agents Work for Your Blog ......................................193 Go Mobile .....................................................................................194 Understand Smartphone and Tablet Differences .............195 Smartphone Moblogs ............................................................197 Tablet Moblogs ......................................................................199 Case Studies..................................................................................202 UrbanSpoon.com ..................................................................202 HootSuite for the iPad ..........................................................205 11 Maximizing Your Blog's ROI What's Your Online Influence? ................................................210 Put Together Your Strategy .......................................................212 The Tools You Need .............................................................213 Tie Your Blog and Other Marketing Strategies Together ..........................................................215 Present Your Recommendations ........................................218 Track Your Blog Performance ..................................................220 Set Up Tracking Tools ..........................................................220 Getting the Right Data ..........................................................225 Translate and Report Data ...................................................228 Trend Watching ..........................................................................229 Spotting One or More Trends .............................................229 What Does It Mean? .............................................................230 Case Studies..................................................................................231 6S Marketing ..........................................................................231 Autonomy ROI Blog Tracking ............................................235 A Important Blogging Sites Technorati ....................................................................................239 Icerocket .......................................................................................240 Google Blog Search .....................................................................240 News Aggregators .......................................................................241 Podcatchers ..................................................................................242 Ping Search Engines ....................................................................243 Want to Advertise on Blogs? .....................................................244 Getting More Blog Traffic ..........................................................245 Software as a Service Product ....................................................247 B Moblogging Apps Smartphones ................................................................................251 iPhone Apps ...........................................................................251 Android Apps ........................................................................254 Tablets ...........................................................................................257 iPad Apps ................................................................................257 Android Apps ........................................................................259 Index
Responsibility: by Eric Butow, Rebecca Bollwitt.

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