It seems appropriate enough to write a blog on business blogging having attended yesterday’s IIA breakfast seminar!  It was aimed at newbies to the world of blogging focusing on the key points of blogging and the 3 presenters own case studies and experiences.  A lot of good information and tips to get one started. 

If you’re an IIA member click here for link to the presentations.  I know, flat presentation slides on their own without the surrounding text aren’t usually that informative (or interesting) but there are some good stats and facts that can easily be picked up. You can also read the IIA’s white paper, just off the press (April ’09): Join the conversation. The Guide to Business Blogging.  For those who are not IIA members read on.

I’m going to concentrate here on what I think were the main points in session 1.  Check back again for updates on sessions 2 and 3.

The format:

Breakfast at 7.45 followed by 3 presentations:

1. The Guide to Blogging for Business: Brendan Hughes, FBD

2. Blogging Benefits for a Small Business: Aedan Ryan, PuddleDucks.ie

3. Building Community & Knowledge: Michelle Daly, PaddyPowerTrader.com

This blog will be on Session 1:

The Guide to Blogging for Business: Brendan Hughes, FBD

What is a blog?
An online personal journal
Tone is personal and informal
Facilitates comments and cross-links

To illustrate:
Brendan Hughes, FBD insurer is an experienced online marketer and blogger.  Check out FBD’s blog http://blog.nononsense.ie/  Brendan was certainly an evangelist for the role of blogs in building the nononense insurance brand and how blogs empower customers (by giving them a public forum to air grievances, share information and learn from other customers experiences).  Yes, one’s first reaction might be who wants to spend time reading blogs about car insurance.  We’ve got a life to live.  But, thinking a little bit more about it, I can see how it works.  We’ve nearly all been in a situation where we’ve wanted to throw the phone at the wall as we’ve tried to get through to Customer Services, for whatever reason.  Up to now, our only threat has been “I’m gonna call the Joe Duffy Show” (the Mother of All Sorrows).  Now, when we’re not getting satisfaction, we can threaten to post a blog!

Yes, that’s very negative but I hope it illustrates the point.  And, believe it or not people do (sometimes) talk about insurance.  If we can blog on insurance and people read, then QED.  And, what’s more I am now going to put in a plug for FBD and I may even go on the nononsense site and post there.  I had two unhappy experiences in the last year – a car accident and a break in.  FBD was my insurer in both cases.  The service was exceptional: no fuss, no interrogation, no delayed payments.  I am more than willing to endorse FBD.

But, back to blogging. 

A few stats:
Worldwide, there are roughly 133m bloggers (growth from 5m in 2004).  Phew!  No stats I’m afraid on quality bloggers.

The Blogosphere

Worlwide










4,000+ Irish Bloggers

22% of Irish internet users read blogs

22,000 Irish people now on twitter



Ireland

Source: IIA Business Blogging

There is some homework involved in researching whose blogs to read and who’s got quality content.  That’s an initial outlay but can be argued as time well spent.  It’s essential to understand what’s happening in our market space, current and likely future industry trends, benchmark standards, current practices etc.  Check out the IIA upcoming blog awards and the Irish Blog awards for industry recognised Irish bloggers.  But, don’t limit your reach to Ireland. 

Irish business bloggers cover:
• Financial Services
• Marketing (of course)
• Member associations
• Professional services
• Recruitment
• Retain
• Technology
• Individual Consultants

Source: IIA 2009

Why blog?
• Improve visibility on search engines
  One great reason alone is that it gives you an opportunity to regularly update your website.  Search engines like sites that  have regular new content.  In fact, if you have an inactive site, the search engines spot this and come back less frequently. 

• Build a community around one’s brand

• Build one’s reputation as an expert/thought leader

• Feed for business/company news updates

• Manage reputation online

• Content Management

• Enable customer interaction
 

                    WHY ARE IRISH BUSINESSES BLOGGING?














Source: IIA 2009

In effect, a blog is the human face to a company’s website.

Inbound versus outbound marketing
And, don’t forget, with tightening spam laws (and too many DIY marketers able to easily work their way around emarketing tools) it’s going to be harder and harder to carry out outbound marketing campaigns.  We will have to find new ways to create awareness for our products and services and create new media to make contact with our clients and prospects.  Blogs used effectively will help build this new channel and dialogue.

Oh and the breakfast was good too. 

Return for blog on sessions 2 and 3.