1. copyright 2003 John Lawlor Blogs4Business.com 1 Strategies And Tips For Business Blogging Success June 9, 2003 Jupiter Weblog Conference John Lawlor Business Blogging Evangelist 866.442.BLOG 561.750.8095 John@blogs4business.com

2. copyright 2003 John Lawlor Blogs4Business.com 2 Blogging = Opportunity Opportunity to: –Better utilize information that is already being created or discovered –Service customers better –

3. copyright 2003 John Lawlor Blogs4Business.com 3 A Successful Blogging Strategy starts with 5 words Who What Where When Why …and not necessarily in that order!

4. copyright 2003 John Lawlor Blogs4Business.com 4 Who Who should blog? Who is our target reader?

5. copyright 2003 John Lawlor Blogs4Business.com 5 What What are we blogging about? What are the benefits that we expect? What is important to my business? What needs to be restricted?

6. copyright 2003 John Lawlor Blogs4Business.com 6 Where Where will the results of the blogging appear? Individual blog (s) »clipping file, info collection Internal site »groups, teams, etc. clients) »Corporate Information Base »Partner sites Internet »Website »Syndication » Search engines

7. copyright 2003 John Lawlor Blogs4Business.com 7 When Individual –When will I find the time? – Company –When will we see results? –

8. copyright 2003 John Lawlor Blogs4Business.com 8 Why Individual –Why am I doing this? – Company –Why do we need this? –

9. copyright 2003 John Lawlor Blogs4Business.com 9 4 Stages of Blogging Information Capture Organize Publish Amplify

10. copyright 2003 John Lawlor Blogs4Business.com 10 Capture Create Collect

11. copyright 2003 John Lawlor Blogs4Business.com 11 Organize Aggregate Annotate or Comment

12. copyright 2003 John Lawlor Blogs4Business.com 12 Publish Individual Internal Internet

13. copyright 2003 John Lawlor Blogs4Business.com 13 Amplify Internal –Newsletters –Searchable Information base –Intranet, Extranet –Internal Search Engine External –Search Engines –XML Syndication Partner sites –

14. copyright 2003 John Lawlor Blogs4Business.com 14 Business Blogging Levels Individual level Internal level External level

15. copyright 2003 John Lawlor Blogs4Business.com 15 Blogging Information Stages Individual level Internal level External level Capture Organize Publish Amplify

16. copyright 2003 John Lawlor Blogs4Business.com 16 John Lawlor Business Blogging Evangelist 866.442.BLOG 561.750.8095 John@blogs4business.com