Blogging for CEOs:

1
Blogging for CEOs Getting Your Company Message
Out Quickly and Effectively NEMA Illuminations
Weekend Washington DC Nov. 1, 2008
2
A Sea Change in Communications
Push vs. Pull
When people go looking for information about
your issue or organization, what will they find?
3
Two Commandments of New Media

• Every day, more people get their information from
  new media sources and fewer from traditional
  media sources.
• The conversation happens with or without you.

4
Todays Web is

• Collaborative
• Participatory
• Timely
• Responsive
• Open vs. Closed

5
Blogs Are Growing Up

• Blog Web log
• The Blogosphere is strong and is maturing as an
  influential and important part of the Web
• More than 113 million blogs
• 120,000 new weblogs each day or 1.4 blogs every
  second
• WhoReads This Stuff?!?

Technorati, The State of the Live Web, April
2007
6
People who care about your issues
Who Reads This Stuff?!?

• Beat Reporters
• Policy-makers
• Opinion-makers
• Consumers

7
Online Influence

• 70 of US journalists use blogs for story ideas
  and breaking news. (Columbia University/Study
  2005)
• Blogs rank at the top of the list of news sources
  for American consumers today according to Nielsen.

8
The Reality of Online Policy Influence

• 49 of U.S. Congressional staffers use the
  Internet as the primary research tool 24 hours
  before a vote and look most for
• New position papers (70)
• District/state-specific information (68) and
• Tutorials to explain complex issues (53).

9
Monitoring Blogs

• Early Warning System
• What is the public saying about your
  organization?
• What do they dislike about your organization?
• Unaided Focus Groups
• How much passion is in the blog posts and
  comments?
• What does the discussion center around?
• Measurement of chatter
• Free blog search tools Technorati.com
  Blogpulse.com

10
Other Tools Tactics

• Google Ad Buys IGWT
• ( In Google We Trust)
• Domain Names
• Buy domain names for your organization and issues.

11
Two Commandments of New Media

• Every day, more people get their information from
  new media sources and fewer from traditional
  media sources.
• The conversation happens with or without you.

12
CEOs Who Blog

• Bill Marriot
• http//www.blogs.marriott.com/
• Jonathan Schwartz (Sun CEO)
• http//blogs.sun.com/jonathan/
• Mike Critelli (Executive Chairman of Pitney
  Bowes)
• http//www.mikecritelli.com/
• Bob Lutz (Vice-Chairman of GM)
• http//fastlane.gmblogs.com/

13
Contact

• Pat Cleary
• Senior VP, Digital Public Affairs
• Fleishman- Hillard
• Washington, DC
• 202-828-9773
• pat.cleary_at_fleishman.com
• www.BizCentral.org