Blogging for change

Sara Ashton

Amnesty International

Bloggingan introduction

Why blogging matters?

More intimate relationships

that brings you closer to

your customer and builds

affinity with your brand

Photo mindluge on Flickr

Why blogging matters?

Cost effective

tool you can

use to reach

influencers

who will

recommend

you to others

Photo makelessnoise on Flickr

Why blogging matters?

Blogs spread news

They can give your

message wider momentum

– a blog is never

yesterday’s chip paper

Wider comment

opportunities for us and

others

Photo by Stacy Lynn Baum on Flickr

But before we start…

Blogging for the sake

of blogging will bring

no value

Let’s start here…

You are

unique

Photo by HAMED MASOUMI on Flickr

126 million

blogs

Let’s start here…

That’s a lot of noise

How are you different?

Photo by Port of San Diego on Flickr

Find

your

voice

Getting started

Photo by dboy on Flickr

Write about the

things you’re

passionate about

Be clear and

consistent in your

communication

Getting started: Write

Photo by hummyhummy on Flickr

Getting started: Invest

Your community will only

be as good as the amount

of effort you put in

Get involved

Photo by OnTask on Flickr

Getting started: Listen

Don’t broadcast.

You don’t have to

respond to every

comment but it is

about listening and

facilitating

Photo by Tonamel on Flickr

Getting started: Ask their opinion

You don’t need to

provide all the

answers but give

your community

something to think

about

Photo by Monica’s Dad on Flickr

Getting started: Have opinions yourself

Don’t just report:

Have an opinion

and seek it

from others

Photo by cameronparkins on Flickr

Getting started: Experiment

Don’t be afraid to

evolve

Try new things:

Live blogging

Guest blogs

Photos

Video

Photo from The Library of Congress on Flickr

Blogger outreach

Build your network

Find bloggers and

connect

Comment on their

posts, use trackbacks,

have a blogroll and

feature bloggers in

your posts

Photo by Life in LDN on Flickr

Blogging should be part of an integrated web strategy

Beyond blogging

Insert images of Amnesty on other networks

Maintaining a high quality blog

We used a blog post to launch the campaign

Staged a ‘tweet mob’ to draw attention to the number of women facing violence in Britain each year.

At 1:10pm on Friday 6th March around 3000 people tweeted: ‘Each year around 1 in 10 women

experience rape or other violence. Act now: oneten.org.uk’

Amnesty case study: International Women’s Day

Amnesty case study: Shaming Shell

Moderation

Develop your

house rules

Maintain a light touch,

your community will

often self moderate

Measurement

Keep an eye on your

stats, work out which

posts are popular and

why

Building a blog

Comment on their

posts, use trackbacks,

have a blogroll and

feature bloggers in

your posts

You can be up and

running within ten

minutes on

Wordpress or Tumblr

Finally…

It’s not about the blog it’s

about the experience

you create

People talk about a unique

blog and share it with

their friends

A good experience builds

affinity and keeps them

coming back for more

Photo by Plastic_Bat on Flickr

Any questions?

Photo by Experience Reality on Flickr