1. So you want to build a blog Drew McLellan

2. Housekeeping Link to all slides, resources etc. http://www.drewsmarketingminute.com/marco-island-resources-01.html Business cards Feel free to interrupt, ask questions or cheer aloud No so pretty. Tried to pack a lot in. Feel free to share this with your co-workers. Just keep the copyright stuff in place. Copyright 2008. McLellan Marketing Group. All Rights Reserved.

3. Why?

4. Why are we going to invest the resources? Needed to learn about the medium A way to demonstrate MMG’s expertise Extension of Business Record column Opportunity for media buzz No one else was doing it The challenge

5. Success will look like what? Strong rankings (Top 500 was original goal) Lots of comments New connections Clients buying decision reinforced New prospects -- contacting us Speaking gig requests Fun

6. Who?

7. Who are we writing to/for? Ian -- CMO/Director of Marketing at a medium- sized company Erin -- small business owner Patrick -- blogging/marketing pro Persona post

8. What?

9. What will we write about? Categories -- broad topics (2/month) Editorial Calendar -- 15 post ideas, 30, 45? Practice makes perfect

10. When?

11. How often and how will we maintain it? 3-4 fresh posts per week Multiple author -- scheduled? Single author -- block time off (1 hour/post) Proofing/Approvals M-F, 7 days a week? Friday only? Monday only? (Thursdays #1)

12. Where?

13. Where questions Where will you host it? On our website or separate? Where will you direct everyone? (URL)

14. How?

15. How do we want to come across? Tone/Style Length of posts Visuals Blog design/functionality Blog design/looks Comments policy

16. Let’s not embarrass ourselves Pick a vendor (Drew = Typepad.com)Typepad.com Design or template decision List of potential posts Source for visuals Practice for 30 days (get a coach)

17. Read. Observe. Learn.

18. Comment. Communicate. Connect.

21. It’s a share and share alike mentality You are part of a bigger community You need to build your own community Bloggers reach out & help/support other bloggers It’s personal (to a degree)

22. Links out = blog currency Comment (stage one) Refer/Point to (stage two) Blog roll (stage three)

26. Technorati.com

28. How do you build a community? You go to them (read/comment) You put out the welcome mat Quality content Quick to respond to comments Easy navigation/design You ask open-ended questions You share resources

30. The PDF

31. Toolbox

33. Make it easy for your community To reach you -- give them choices To comment To subscribe

36. But in the end…it all boils down to content Be real. Be relevant. Be a resource. Be a value.

37. Always remember… It’s not about you. Or your organization. Remember that in the short term and it will be about you and your organization in the long term.

39. Copyright 2008. McLellan Marketing Group. All Rights Reserved.