Presentation deck I used as the focal discussion point in workshop at the Financial Times' Digital Learning Week 2012, London, October 10, 2012.

1. #DIF12
Is There Any Point in Blogging
In the age of Twitter, Facebook and Instagram?
Neville Hobson @ #FTDLW12
October 10, 2012
@jangles
Neville Hobson
@jangles

2. http://www.nevillehobson.com/ http://www.forimmediaterelease.biz/
Neville Hobson
@jangles

3. http://mashable.com/2012/08/22/the-internet-a-decade-later/
Neville Hobson
@jangles

4. Neville Hobson
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5. Neville Hobson
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6. Neville Hobson
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7. Neville Hobson
http://www.go-gulf.com/blog/60-seconds
@jangles

8. http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx
Neville Hobson
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9. May 2, 2005:
The Real Start
Neville Hobson
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10. http://en.wikipedia.org/wiki/Blog
Neville Hobson
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11. A Blog Is…
A website with:
• Reverse
chronologically-ordered
content
• Personality
• Commenting
• Trackbacks (links to
other content)
• Auto-distribution aka
subscriptions (RSS,
email)
http://conversation.cipr.co.uk/
Neville Hobson
@jangles

12. Neville Hobson
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14. Neville Hobson
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19. In the Early Days
Neville Hobson
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20. What About Micro Blogging?
Neville Hobson
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21. ...And Audio Blogging?
http://audioboo.fm/Jangles
http://www.forimmediaterelease.biz/ Neville Hobson
@jangles

22. Video?
http://techfluff.tv/
Neville Hobson
@jangles

23. Social Networking Sites?
Neville Hobson
@jangles

24. Other Social Places?
Neville Hobson
@jangles

25. It’s not really about the platform.
It’s more about the content.
What you want to achieve.
How you’d like to engage with others.
Neville Hobson
@jangles

26. Getting Started
• What are the first steps?
• Carefully planned or ‘happen by osmosis’?
• Formally embraced?
• How do you guide employees?
Neville Hobson
@jangles

27. Responsibilities
Employer: Employee:
• Establish the framework • Use your own common
under which employees can sense on what you say
blog in their workplace about your employer and
• Invite employees to issues in your workplace,
participate in creating the whether you blog internally
guidelines that make it clear or publicly
what the ground rules are • The responsibility for this is
• Communicate them to yours, as are the
employees in a way that consequences if you don't
they clearly understand use your common sense
• The responsibility for this is
yours, as are the
consequences without clear
guidelines
Neville Hobson
@jangles

28. Who Should Blog?
• Corporate communications, employee
communications, PR, marketing, HR,
investor relations, sales, customer service,
public affairs, community relations…
- Internally: thought leadership, sharing thinking
and knowledge; news, information
- Externally: engaging with customers
• Who else?
- What about the CEO?
Neville Hobson
@jangles

29. The Communicator’s Role
• Counsellor, adviser and guide
- On communication, not blogging
• Hands-off role
- Absolutely no anonymous ghost writing for the
CEO
Neville Hobson
@jangles

30. Not the Communicator’s Role
http://dilbert.com/strips/comic/2007-04-26/
Neville Hobson
@jangles

31. Finding Influential Voices
Neville Hobson
@jangles

32. What Makes a Good Blog / Post?
• Write informally, conversationally, avoiding jargon, and
with passion
• Write something that others will find useful
• Think about keywords
- Keywords drive search
• Write an eye-catching relevant headline
• Attribute, cite, link
• Make your post easy to share
• Post frequently
- Google loves frequently-published content like blog posts:
the more you publish, the more you link, the more you get
shared, the higher up you’ll appear in search results
Neville Hobson
@jangles

33. Write an eye-catching relevant headline
Your blog or news site may be great but
when I get your posts in my RSS reader...
Neville Hobson
@jangles

34. Neville Hobson
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35. Neville Hobson
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36. In Summary
• It’s about the content not the platform
• You’re telling a story not writing a press
release or a sales brochure
• Be selfless and generous in your references
to others
• Disclose any conflict of interest
- If in doubt, always disclose
• Make your content eminently shareable
• Be clear on your strategy and the measurable
goal you wish to achieve
Neville Hobson
@jangles

37. Hands On
• Online
- Walk-through a WordPress blog
- The difference between posts and pages
- Creating a post
- Publishing a post
- Leaving a comment
• A look at offline editors
Neville Hobson
@jangles

38. #DIF12
Is There Any Point in Blogging
In the age of Twitter, Facebook and Instagram?
Neville Hobson @ #FTDLW12
October 10, 2012
@jangles
Neville Hobson
@jangles