Protecting the environment with intelligence

Today is our blog’s first birthday!!

Today our blog celebrates its first birthday!!

A year ago this very day I wrote the very first, very humble, blog post.

The birth of the blog owes much of its final impetus to Michael Ambjorn and ultimately Ogilvy & Mather’s Idea Shop. It seems like a long time ago now but the enthusiasm from this team of marketing professionals, from our 45 minutes session in East London, was insatiable. We had good content and we needed to share it.

Since then, it’s been a steep learning curve and I’m working out what works and what doesn’t. Yes, there’s been the odd 303 redirects, a few typos and some broken links but overall, 12 months on, it has grown into something that the whole organisation is really proud of.

Every EIA campaigner has now contributed to the blog, from each of our campaigns. So you, as the reader, can now get first-hand information on what it’s like at EIA, what it’s like out in the field, gather expert opinions as well as tap into more personal reflections on the topics EIA works on (as well as interesting tangents!)

EIA HQ

We’ve also encouraged those more behind the scenes to step up to their e-literary debut; Charlotte Davies, our intelligence analyst has taken a particular shine to our blog and written some fantastic posts. Our comms and fundraising team had have time in the e-limelight as well as our volunteers, who donate their time so enthusiastically thoroughly deserving airtime.

Pangolin. S Megan 2007 - WikiMedia CommonsAnd thus, we have religiously published our weekly blog for the last 52 weeks (perhaps a few exceptions for national holidays) on a whole host of topics; from tigers to rhinos, from our community projects in Tanzania to whaling in the Faroe Islands and gala dinners to pangolins! An unexpected bonus is that the blog content fuels our monthly emails which have, in turn, dramatically improved internal communication and encouraged more cross-campaign dialogue.

More than that, the expert opinion of campaigners is being picked up by other groups and organizations, such as REDD monitor and Global Tiger Initiative on blogs and Computer Aid, Client Earth and others on Twitter; so our outreach exponentially increases.

But it’s not just about churning content out; it’s about building a dialogue as well. We are keen to hear your feedback and have made every attempt to respond to comments written by you. We are only human however, and apologise if some have slipped through the net. Please keep your comments coming; what would you like to see improved? Do you have a favourite blog post? What would you like to hear more of?

What are the stats?

• 68 blog posts

• 154 comments

• 15,482 visits

Technical Paragraph – for the geek within

Sticky Content generously donated places on their course for many of our campaigners, a huge thank you to them. They highlighted the important differences between writing for print and the web; tough lessons including “don’t expect people to read all your content” and “write your copy, halve it and then halve it again”.

Michael Ambjorn at Eurocomm

Michael Ambjorn at Eurocomm

Following a communications conference in Italy, there have been some subtle differences to the blog; improved Search Engine Optimisation, shameless promotion, more links and pingbacks, using alt.text and keywords, all of which has helped build a strategy to use the blog more effectively and to help make sure we are findable on Google. We’re not there yet but have made some great improvements. A huge thank you to Steve Seager and Michael Gaasterland on Twitter

The next 12 months

With all going well, we will have the new EIA website up and running soon (I don’t want to jinx the date!) and this will see the blog fully integrated into the website. It’s an exciting time for EIA comms as we finally make that leap into Web 2.0. The blog and our other social media platforms will become an integral part of the website and we will continue to produce fantastic content as our campaigners get more into the swing of blogging.

Conclusion

Watch this space.

Afterword

A few days ago I bumped into Ruth Jamieson from Ogilvy at the latest Ideas Shop at Marketing Week Live and I see Michael Ambjorn at IABC events; it’s great to keep in touch with the people that took the time to dispense small pearls of wisdom to us. Those pearls, 12 months on, have had such a huge impact on how we communicate here at EIA, so thank you to all those who have made it possible.

Sophia Cheng

Sophia Cheng

Fundraising & Communications Officer

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2 Responses

  1. SteveSeager says:

    Hey Sophia,

    You are most welcome!

    And big congrats on the improvements :)

    Best

    Steve

  2. ogrodzenie says:

    Hope you will update the article. I still like the blog

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