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Blogging to Drive Business Create and Maintain Valuable Customer Connections

ISBN-10: 0789749947

ISBN-13: 9780789749949

Edition: 2nd 2013

Authors: Eric Butow, Rebecca Bollwitt

List price: $24.99
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Description:

Plenty of businesses are already blogging, and millions more are considering creating blogs. This no-nonsense, how-to guide shows how to go beyond "one-size-fits-all" business blogging to get the job done right. Readers 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 offer powerful competitive advantage. They will also learn tools and strategies for measuring return on investment, blog design, and blogging guidelines. Eric Butow and Rebecca Bollwitt draw on their own extensive experience, as well as the experience of innovative business bloggers from Adidas, Wal-Mart, Google, HP, BusinessWeek, and many other leading companies. Writing for everyone in the business - not just marketing and PR - they show how to: " Create a comprehensive blogging strategy " Integrate blogging with other offline and online marketing tools " Use blogs to drive customers and prospects to the business " Push information to customers via RSS " Create thriving online communities - and listen to their invaluable feedback " Mobile blogging for both tablets and smartphones " Utilize podcasts, vlogs, microblogging, and other new techniques "Discover how blogs help foster interaction between their business and their customers as well as other businesses " Leverage Web 3.0 widgets, mashups, personal agents, and semantic web technologies, and much more
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Book details

List price: $24.99
Edition: 2nd
Copyright year: 2013
Publisher: Pearson Education
Publication date: 10/2/2012
Binding: Paperback
Pages: 320
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.836
Language: English

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Introduction
How This Book Is Organized
Conventions Used in This Book
Web Pages
Special Elements
There's More Online
Why Are Blogs So Important?
Media Growth Is in One Area: Online
Get the Message Out
Blog Popularity
Hello, World!
Promote Products and Services
Reach People
Keep Pushing Content
Drive People to the Blog
Crowdsourcing
Case Studies
Intel Inside Scoop Blog
My Starbucks Idea Blog
Making the Most of Your Blog with Marketing Tools
Online Marketing
Website
Email Marketing
Social Networks
Search Engine Optimization and Marketing
More Work… and Potential Solutions
Offline Marketing
Pushing Information via RSS
Getting Customers to Subscribe
Taking Care of Your Readers
Case Studies
Katrina Sawa, JumpStart Your Marketing
Northern Voice Conference
Creating a Blogging Strategy
Blogging Platforms
WordPress.com
TypePad
Blogger
Live Journal
Posterous Spaces
Blog Software
Finding the Best Blog for Your Business
Vlogs
Photoblogs
Podcast Blogs
Tumblelogs
Microblogs and Sideblogs
Moblogs
Combining Blogs with Other Networking Sites
Facebook
LinkedIn
Twitter
Google+
YouTube
Vimeo
Instagram
Pinterest
Case Studies
InsuranceMommy.com
Vancouver Film School (VFS)
Blogging Responsibly
Listen to Your Audience
Two-Way Discussions
Listen by Sharing
Tools to Help You Listen
Comments and Responses
Comment Forms
When to Moderate Comments
Negative Feedback Can Help You Grow
Deal with Negative Feedback
Avoid Slip-Ups
Form a Game Plan
Think About Fixes Before Slip-Ups Happen
Implement Fixes Quickly
Case Studies
Molson Coors Brewing Company
ING Direct's Direct Talk Blog
Choosing a Blog Topic
Build Blog Posts
Themed Topics
Include Photos
Write Blogs for the Wider World
Create an Industry Resource Blog
Create an Online Community
Create an Internal Blog (or Blogs) for Your Company
Keep People Informed
Internal Blogs for Project Management
Product Blog (External)
Case Study: Procter & Gamble's Man of the House
Case Study: CafePress
Designing Your Blog
Understanding the Function of Your Blog
Readability Is Functionality
The Functions of Color and Text
Designing for Your Blog Audience
Finding Themes and Templates
WordPress
Tumblr
Blogger
Other Blog Platforms
Tips for Editing Your Theme to Drive Business
Case Studies
Tumblr Staff Blog
Case Study: Ree Hammond, Pioneer Woman
Who Will Write the Blog?
Writing from Within a Company
Identifying Authors
Client Services and Tech Support
Authentic Content
Hiring a Blogger
Tips for Hiring a Blogger
Hiring a Blogger from Your Industry
Create a Blogging Position
Case Studies
Linda Bustos: An Elastic Blog from Elastic Path
Rob Jones: BuildDirect Blog
Getting Eyeballs to Your Blog
Writing Effectively
Editing for Word Count and Brevity
Sound Human
Reading Blogs Helps You Write Blogs
Commenting-More than Leaving a Calling Card
Blogger Outreach
Linking Out to Get Incoming Links
Search Engine Optimization
Blogrolls
Linking to Other Blog Posts
Write Interesting Content
Highlight Industry Players
Company Profiles
Being Searchable
Check Your Current Rank
Clean URLs
Keywords and Tags
Promotion
Social Media Networks
Announcing Your Blog Launch to Other Communities
Target Your Newsletter Members
Press Releases
Case Study: Vancouver Opera
Case Study: Translink's Buzzer Blog
Getting Interactive with Multimedia Blogging
Content for All
Images
Videos
Audio
Slideshows
Private or Members-Only Content
Podcasting
Creating and Promoting Podcasts
Show Notes
Music
Editing and Publishing
Screencasts
Create and Promote Screencasts
Contests on Blogs
Prizing
Blog Contest Services
Legal Items for Consideration
Select Winners
How to Measure Success
Run a Contest with a Blogger
Case Study: Blendtec
Taking Advantage of Web 3.0 Blogs
An Overview of Web 3.0 Technologies
Wikipedia
APIs and Widgets
Mash It Up!
Integrate Semantic Technologies
Make Agents Work for Your Blog
Go Mobile
Understand Smartphone and Tablet Differences
Smartphone Moblogs
Tablet Moblogs
Case Studies
UrbanSpoon.com
HootSuite for the iPad
Maximizing Your Blog's ROI
What's Your Online Influence?
Put Together Your Strategy
The Tools You Need
Tie Your Blog and Other Marketing Strategies Together
Present Your Recommendations
Track Your Blog Performance
Set Up Tracking Tools
Getting the Right Data
Translate and Report Data
Trend Watching
Spotting One or More Trends
What Does It Mean?
Case Studies
6S Marketing
Autonomy ROI Blog Tracking
Important Blogging Sites
Technorati
Icerocket
Google Blog Search
News Aggregators
Podcatchers
Ping Search Engines
Want to Advertise on Blogs?
Getting More Blog Traffic
Software as a Service Product
Moblogging Apps
Smartphones
iPhone Apps
Android Apps
Tablets
iPad Apps
Android Apps
Index