Blogging Fundamentals: Building A Business Strategy |
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May 11, 2006 Cambridge, Mass.
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Agenda & Speakers
May 11
8:30-9:00 a.m.
Breakfast Reception
9:00-9:30 a.m.
Introductions And Expectations
9:30-10:00 a.m.
Introduction To Social Marketing
- What is so different about corporate blogging?
- What companies are currently blogging?
10:00-11:30 a.m.
Planning And Creating A Blog
- What are the major components of a blog?
- When is it appropriate for a company to create a blog?
- What process should companies follow to create a blog?
11:30 a.m.-12:30 p.m.
Exercise: Plan A Blog
- Which audience(s) will your blog reach?
- What content will your blog have?
- Who will write and review the blog?
12:30-1:00 p.m.
Lunch
1:00-1:45 p.m.
Components Of A Blogging Policy
- Which audience(s) will your blog reach?
- What content will your blog have?
- Who will write and review the blog?
1:45-2:15 p.m.
Exercise: Draft A Blogging Policy
Attendees will create their own blogs and populate them with a few initial posts. We'll also address:
- How will comments be handled?
- What other content should appear on the blog?
- How should the blog be integrated (or not) into the Web site?
2:15-2:30 p.m.
Break
2:30-3:15 p.m.
Overview Of Blog Technology
Findings from a recent Forrester Wave™ on open source comparing different blog technologies
3:15-3:45 p.m.
Blog Measurement And Metrics
- How can you tell if your blog is "working" or not?
- What should you be measuring in the blogosphere?
3:45-4:00 p.m.
What It Means: Conclusions
4:00-5:00 p.m.
Panel: Blogging Perspectives
Discussion featuring vendors offering blog technology as well as client-side companies operating in the space.
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Robin Hopper |
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Marissa Levinson |
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Ron Howard |
5:00-6:00 p.m.
Wine And Cheese Reception
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Peter Kim |
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Charlene Li |
