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Copyrighted Material 34_58457x bindex.qxd 2/23/05 1:44 PM Page 321 Index asking for help • Numerics • to get comments started, 169 1976 Design (Dunstan’s blog), 46, 314–315 mistakenly avoiding, 153–154 1&1 Internet domain registration company, for promoting your blog, 190 65–67 Atom feeds. See also RSS defined, 293 for promoting your blog, 180 • A • syndication methods, 208 upgrading to, 216 actions, driving with blogs, 16–17, 41 attributes (HTML), 48 ActiveWords blog, 16–17 Audblog software, 224 AdBrite service, 236 audblogging (audio blogging), 224, 225, 267 Adobe Photoshop programs, 51 audience, understanding, 274. See also Web AdSense (Google), 232–234 traffic analysis advertising on your blog Audioblog.com site, 224 AdBrite service for, 236 Audioblogger software, 224 Blogads service for, 235 Audioscrobbler Web site, 133 Google AdSense for, 232–234 authenticity, trust and, 37–38 problems with, 231–232 AvantBlog moblogging software, 220 targeted advertising, 232 award contests, 187–188, 189 advertising your blog, 187, 192, 234–236. AWStats traffic tracking tool, 118 See also promoting your blog Azure moblogging software, 220 affiliate programs, 236–240 aggregator, 293 Airblogging moblogging software, 220 • B • Alaska Science Outreach Web site, 248 Amazon Honor System, 243–244 Bacardi “Planet Party” buzz marketing, Amazon.com Associates program, 237–240 29–30 American-Statesman blog, 268 Back to Iraq blog, 138 anchor tag (HTML), 48 Baghdad Burning blog, 138 Angus Intervention Web site (Burger King), Baio, Andrew (blogger), 63 30–31 bandwidth requirements, success and, 24 anonymous blogging,COPYRIGHTED solutions for, 59–60 banner, MATERIAL designing, 46, 47 AOL Journals hosting service, 77. See also banning users, 147, 199 hosted blog solutions Bebak, Arthur (Creating Web Pages For Apartment Therapy blog, 232, 233 Dummies), 20 apologizing for mistakes, 146 “best of” collections, 266 applications. See software Bet, Long, 140–141 Armstrong, Heather (blogger), 126 Blanca’s Creations Web site, 253–255 Armstrong, Lance (Tour de France blog aggregation sites, notifying, 100. racer), 268 See also RSS Art of Speed blog (Nike), 16, 17, 37 Blog Business World blog, 33 34_58457x bindex.qxd 2/23/05 1:44 PM Page 322 322 Buzz Marketing with Blogs For Dummies blog examples online 1976 Design (Dunstan’s blog), 46, 314–315 ActiveWords, 16–17 Photo Friday, 309–311 American-Statesman, 268 Play Money, 177–178 Apartment Therapy, 232, 233 Power Line, 283 Art of Speed, 16, 17, 37 Project Blog, 36 best-known blogs, 44 Radiant Marketing Group, 33 Blog Business World, 33 Romenesko’s blog, 126 Blog Herald, 33 Scobleizer, 18, 23, 303–305 Blog Maverick, 13, 307–309 Scripting News, 285 Blogging.la, 288 Slashdot online community, 129–131 blogs you should know, 279–289 Stonyfield Farms, 42, 70–71, 87, 88, Blogstakes sweepstakes site, 36 209–212 BoingBoing, 126 Strong Women Daily News (Stonyfield Bovine Bugle, 42, 70–71, 87, 88 Farms), 209–212 Bruggeman’s personal blog, 17 Subservient Chicken, 34–35 Business Blog Consulting, 33 successful buzz-marketing blogs, 34–37 Buzz Marketing with Blogs, 32, 89, Talking Points Memo, 44 90, 217, 297 tompeters.com, 152 BuzzMachine, 281 Traumatic Brain Injury Law Blog, 15–16 Chocolate & Zucchini, 289 Trixie Update, 228–229 Common Craft, 33 typical business blog, 13 Community MX, 149 Utterly Boring, 235 companion blog to this book, 32, 89, war blogs, 138 90, 217, 297 Waxy, 63 CorporateBlogging.Info, 33 Weblogs, Inc., 318–319 Dash’s blog, 287 well-regarded blogs, 126 DeGeneres vidblog, 226 WIL WHEATON DOT NET, 183, 237, 238 Diva Marketing Blog, 33 Blog Herald blog, 33 Dive Into Mark, 213 Blog Maverick blog Doc Searls Weblog, 284 case study, 307–309 Dooce, 126 Maverick’s owner as blogger, 170, 171 “dullest blog in the world,” 154–155 as typical blog, 13 Easy Bake Weblogs, 33 blog software. See also hosted blog FC Now, 14–15, 44, 126, 311–313 solutions; independent blog solutions; Gawker, 109–110 software; specific programs Gillmor’s blogs, 280 building a store with, 253–257 Gizmodo, 126, 236, 286 building a Web site with, 247–249 Google’s official blog, 144, 171, 172 for customer service FAQ lists, 257–259 InstaPundit, 44, 126, 282 for intranets, 251–253 iPodlounge, 316–317 for project management and Ito’s blog, 91 collaboration, 19, 249–250 LAObserved, 151 servers and choices for, 63 Lip-Sticking, 33 for tracking resources, 259–260 Little Green Footballs, 150, 240 Web hosting and choices for, 68 marketing professionals’ blogs, 32–33 Blogads service, 187, 235 Marqui Blogosphere Program, 36–37 blog-branded merchandise, selling, Media Kitty, 305–307 244–245 MetaFilter online community, 132 bloggerati, 293 Micro Persuasion, 33, 86, 87 34_58457x bindex.qxd 2/23/05 1:44 PM Page 323 Index 323 Blogger.com hosting service. See also blogrolls hosted blog solutions creating, 185, 217–218 adding another author, 82–83 defined, 71, 185, 217, 294 adding images, 81 hosted blog solutions and, 72 adding links, 79–80 independent blog solutions and, 87 FAQ lists with, 259 tools for, 218 Google purchase of, 138 uses for, 217 opening an account, 77–78 blogs overview, 73–74 contests for, 187–188, 189 posting to your blog, 79, 80 defined, 11, 293 setting up a blog, 77–83 first use of term, 135 settings for comments, 81–82 innate buzz-marketing qualities of, 32 template example, 61, 62 typical blog, 13 bloggers Blogstakes sweepstakes site, 36 choosing, steps for, 173 blogware, 294. See also blog software defined, 11, 293 Blood, Rebecca (blogger and author), 135 expertise requirements, 22–23 Bloomberg, Tony (blogger), 33 good, characteristics of, 42, 170–172, BoingBoing blog, 126 271–277 bold formatting with HTML, 47–48 good, finding, 22–23, 42, 169–176 Bonner, Sean (blogger), 288 guest bloggers, 152, 189 Bovine Bugle blog (Stonyfield Farms), 42, marketing personnel versus, 22, 42 70–71, 87, 88 in name of your blog, avoiding, 44 branding outsourcing, 174–175 in blog design, 46 paying to post information, 36–37 selling blog-branded merchandise, replacing a blogger, 176–178 244–245 time commitment required for, 172–173 Bravenet traffic tracking tool, 119 turning customers into, 175–176 Brown, Bill (blogger), 147 Bloggies contest, 187–188, 189 browsers blogging, defined, 293 traffic tracking statistics and, 123 blogging history. See history of blogging User Agent in log files, 115 Blogging.la blog, 288 Bruggeman, Buzz (ActiveWords Bloglines RSS reader co-founder), 16, 17 blogroll generation using, 218 Bruner, Rick E. (blogger), 33 described, 71, 87 budget. See financial issues illustrated, 72, 88 building a business blog. See also hosted reading RSS feeds, 209–212 blog solutions; independent blog registering for an account, 209 solutions subscribing to specific feeds, 210–212 adding images, 49–51 Blogmapper site, 227 branding, 46 blogmapping, 227, 293 color palette, 46 blogosphere designing the blog yourself, 45–51 defined, 11, 293 editing issues to consider, 42 familiarizing yourself with, 43 familiarizing yourself with the lurking and learning on, 126–127 blogosphere, 43 methods of generating buzz using, 31 finding a blogger, 22–23, 42 online communities, 129–134 goals for, 40–42, 277 BlogPlanet moblogging software, 220 hiring outside help, 39, 52–53 Blogrolling Web-based tool, 218 incorporating HTML, 47–48 34_58457x bindex.qxd 2/23/05 1:44 PM Page 324 324 Buzz Marketing with Blogs For Dummies building a business blog (continued) Cascading Style Sheets (CSS), 60, knowing your limitations, 39 94–95, 294 logo or banner, 46, 47 case studies of blogs multiple blogs for multiple purposes, Blog Maverick, 307–309 41–42 FC Now, 311–313 naming the blog, 44–45, 64 iPodlounge, 316–317 prep work for, 40–42 Media Kitty, 305–307 setting policies, 42, 43 1976 Design (Dunstan’s blog), 314–315 Burger King Photo Friday, 309–311 Angus Intervention buzz marketing by, Scobleizer, 303–305 30–31 Weblogs, Inc., 318–319 Chicken Sandwich World Championship catblogging, 140 campaign, 35 categories Subservient Chicken campaign, 34–35 defined, 70 Business Blog Consulting blog, 33 with ExpressionEngine, 100, 103–104 buzz hosted blog solutions and, 70 defined, 11, 294 independent blog solutions and, 86 effectiveness of, 11–12 centrifugal marketing. See buzz marketing spreading with blogs, 31–38 Chaney, Paul (blogger), 33, 167 buzz marketing. See also word-of-mouth Chicken Sandwich World Championship marketing campaign (Burger King), 35 assessing success of, 29 Children’s Hospital and Regional Medical Bacardi example, 29–30 Center intranet, 251–253 Burger King example, 30–31 Chocolate & Zucchini blog, 289 defined, 27, 29, 294 choosing a blogger disclosing relationships with characteristics to look for, 42, 170–172, bloggers, 146 271–277 Hotmail example, 31 customer support personnel and, 23 increasing importance of, 28 expertise requirements, 22–23 innate qualities of blogs for, 32 extra pay for blogging, 174 other names for, 29 marketing personnel and, 22, 42 word-of-mouth marketing compared outsourcing, 174–175 to, 29 steps to take, 173 Buzz Marketing with Blogs blog time commitment required, 172–173 blogroll, 217 turning customers into bloggers, 175–176 described, 32 clip art, finding, 51 ExpressionEngine used for, 89, 90 Clipart.com site, 51 using, 297 Cluetrain Manifesto, The (Searls, Doc), 284 BuzzMachine blog, 281 collaboration Buzznet photoblog hosting, 223 blog software for, 19, 249–250 wikis and, 258 collections, tracking with blog software, • C • 259–260 CafePress.com, 245 colors, blog design and, 46 cameras, acquiring photos using, 49, 222 34_58457x bindex.qxd 2/23/05 1:44 PM Page 325 Index 325 comments consumers. See customers adding functionality to your blog, 216 contests asking questions directly of readers, Bloggies, 187–188 168–169 entering your blog in, 187–188 Blogger settings for, 81–82 finding, 189 calling in favors to get started, 169 holding a contest, 263–264 defined, 294 RSS naming contest, 208 diablog techniques, 185–186 control dialogue and, 167 corporate culture and, 21, 22, 144–145 editing, 23, 198 of message, 23, 144–145 with ExpressionEngine, 99 controlling the message, 23, 144–145 generating, 167–168 conversations.
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