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Best Practices for Beginning Blogging
 

Best Practices for Beginning Blogging

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This presentations a beginner's view on blogging - why to do it, and a step by step view of how to jump right in.

This presentations a beginner's view on blogging - why to do it, and a step by step view of how to jump right in.

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    Best Practices for Beginning Blogging Best Practices for Beginning Blogging Presentation Transcript

    • Bastille Marketing Jenni Brand Founder & CEO January 26, 2010 Storming the Marketing Establishment…Through Smart Social Media
    • Who is Jenni Brand?
      • Founder & CEO of Bastille Marketing
        • A Digital Strategy Consultancy www. bastillemarketing .com
      • Social Media Consultant for five years with New Media Strategies
        • Helped brands establish, manage and maintain a positive presence within the online landscape
        • Worked with numerous Fortune 10, 50, 100, 500 companies
          • Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc
      • 10+ years in traditional marketing & sales
        • Fields of grocery retail marketing, radio sales, non-profits, energy
      • Extra-curricular activities include:
        • Speaking/Training seminars on Digital Strategy/Social Media
        • Two blogs; contributor to others (Blondes I-View, Bastille Marketing)
        • Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events)
    • What We’ll Cover Today
      • Blogs: Why The Hype?
      • What the Average Blogger Looks Like
      • Who Reads Blogs?
      • What Makes Blogs Special?
      • Which Blog Platform To Choose?
      • The Anatomy of a Blog
      • Setting Up & Owning Your Blog - The Bells & Whistles
      • You’ve Got a Blog - Now What? 8 Key Steps to Success
      • Examples & Resources
    • Blogs: Why the Hype?
      • There are more than 133 million blogs with 1.5 million created weekly.
      • 94 million US blog readers and 23 million American bloggers. Nearly 1 million blog posts every 24 hours.
      • 95% of the top 100 US newspapers have reporter blogs.
      • Blogs in 81 languages and 66 countries.
      Resource : Technorati’s State of the Blogosphere 2008
    • Blogs: Why the Hype? (cont ’ d) Resource : Technorati’s State of the Blogosphere 2008
      • 20% of bloggers think newspapers will be obsolete by 2018
      • 50% think blogs will be primary news source by 2013
      • 37% have had a blog post quoted in the traditional press
      • 61% learn about products & services from other blogs
      • Only 1/3 turn to TV/Print as a source of info
    • What the Average Blogger Looks Like (cont’d) Resource : Technorati’s State of the Blogosphere 2008 Educated, financially stable, 25-49 y.o.
    • Who Reads Blogs?
      • 42% of internet users have read a blog(s)
      • 33% read blogs regularly
        • Resource : Pew Internet & American Life Project July 2008 (Aaron Smith) http://www. pewinternet .org/Commentary/2008/July/New-numbers-for-blogging-and-blog-readership. aspx
      • 8% of Americans have a blog
      • 46% of blog readers say they visit the same blogs
      • 54% surf for new and different ones
        • Resource : Synovate 2007 http://www. synovate .com/news/article/2007/08/new-study-shows-americans-blogging-behaviour.html
      • 28% of US blog readers have taken an action based on a blog post
        • Resource : Edelman, Corporate Guide to Global Blogosphere http://www. micropersuasion .com/2007/01/edelman_study_b.html
        • http://www. nxtbook .com/nxtbooks/edelman/whitepaper010907/index.php
    • Which Blog Platform to Choose?
    • The Anatomy of a Blog Resource : MintBlogger.com - http://www.mintblogger.com/2008/07/understanding-blogger-template-part-1.html
    • The Anatomy of a Blog (cont’d) Topic Tabs Subscribe Feature Follow Me Buttons Clean design; easy navigation About Tab Advertising Tab - easily could be a Donate Tab Date & Author - linked to bio
    • The Anatomy of a Blog (cont’d) Easy to Share via Twitter Picture insert; yet not cluttered (pls credit all photos!) Interactivity - recent comments; frequent commenters; encourages time spent on the page Clean design of blog post
    • The Anatomy of a Blog (cont’d)
      • Hyperlink to Author’s Bio and Post Archive
      • Comments visible - link to full list
      • Blog community badges
      • Blogroll
    • The Anatomy of a Blog (cont’d) Social Sharing Features & Find Me Functions on Mashable’s Summer of Social Good blog
    • Setting Up & Owning Your Blog
      • How to Select a Blog Name
      • DO: Make it easy to remember & spell
        • As close to your name or acronym as possible
        • Relevant to your core business
        • Use letters only; no numbers, punctuation, etc.
        • Make the name the same as the URL
      • DON’T: use “blog” in the name - it’s redundant
      • Secure the Domain Name
      • Use a free blog service, but buy the domain name
        • www. bastillemarketing .com , not www. bastillemarketing . blogspot .com
        • Google or GoDaddy.com - very simple instructions
        • Buy the .org, .com, .net, etc - its worth the $10/year for people to find you easily!
      • Resource : http://www.problogger.net/archives/2006/02/16/choosing-the-domain-name-for-your-blog/
      • Step One – Before You Start
      • Learn The Rules Of The Game Before You Start Playing
        • Read up on similar blogs, or blogs written about blogging
      • Listen & Learn From Your Competitors
      • Do Your Homework – Find Out Who Your True Audience Is
        • Your key customer might not be your ‘marketing’ target
      • Determine Your Content Niche
        • Corporate blogs should not be general in nature
      • Decide Your Comment Policy
        • Will you allow comments (YES!)
        • Will you moderate them (YES!)
        • Will you require a name or allow anonymity?
        • What behavior would necessitate a ban on a commenter?
        • Be sure to publish your comment policy
      You’ve Got A Blog! Now What? 8 Key Steps
      • Step Two – Develop a Strategy AHEAD OF TIME
      • The Old Rules Still Apply:
      • Who – Who is going to write and who is the <true> audience?
      • What – What are we writing about?
        • What is interesting to our audience and relevant to our business?
      • Where – Where should the content be posted?
        • Is it really blog-worthy or just Corporate News?
      • When – When will we post?
        • Define the posting frequency (every Tuesday? Every day at 3pm?)
      • Why – Why are we doing this?
        • Develop and then stick to the goal/mission of the blog.
      • How – How is this going to run smoothly?
        • Be sure to develop a process/procedure with accountability. The blog can’t go silent because someone goes on vacation or leaves the organization.
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
      • Step Three – What is Success?
      • Define Success For The Blog – Whatever That Might Be
        • Traffic, comments, post frequency
      • Develop Reasonable Parameters
        • 100K UMVs in the first month is NOT reasonable
      • Measure Regularly
        • Weekly, Monthly
      • Benchmark Against Similar Blogs
        • This may not mean benchmark against your competitors
      • Step Four – Work in Tandem with Marketing/PR Depts.
      • Coordinate/Integrate With Traditional PR/Marketing Efforts
        • Successful blogs work WITH the overall marketing strategies, not OUTSIDE of them
      • Incorporate Your Blog URL Into ALL Communication Pieces
        • Wherever your website is printed, your blog should be as well
        • Add it to your email signature (Read our blog: www.xyz.com)
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
      • Step Five – Getting Ready to Launch
      • Develop An Editorial/Content Calendar - STICK TO IT!
        • Be sure to incorporate flexibility for breaking news
      • Create and stockpile ‘canned’ content for when life throws a curveball (a 2-hour fire drill; snow or sick days, etc)
        • Canned content can be interviews with staff, members/consumers, company factoids (not history; anecdotes)
      • Recruit Internal Bloggers
        • The blogging staff should be limited – 2-4 people
        • Solicit people from within the organization to be bloggers
        • Loyal members, fans make excellent guest bloggers (serve as terrific testimonials)
      • Determine The Blog’s Voice
        • Casual; Professional, etc – Just be sure it has a HUMAN element
        • Multiple Authors CAN still have ONE voice
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
      • Step Six – The Big Debut!
      • Prepare An Introductory Post
        • Introduce the bloggers (include pictures/hobbies, etc)
        • Define the Voice
        • Set the tone
        • Explain the ‘rules’ (frequency of posting, the comment policy, etc)
      • Spend Time Introducing Yourself Online & Creating Loyal Followers
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
      • Step Seven – Write For Your Audience, Not To Impress The Execs
      • Communicate Often & On Topic – Even If It’s In An Informal Tone
      • It’s Not All About YOU
        • Remember Your Readers Are People And Consumers Before Members
        • Remind Them Often Of The WIIFM - What’s In It For Them
        • Share Useful Content From Media, Industry, Other Blogs
      • Be Authentic
        • Your Blog is Written by Humans - Let Your Human Nature Show!
      • NOTE: Press Releases Are Rarely Good Blog Posts
        • Company news can be a blog post if it’s compelling info and offers original content (interviews, etc) beyond the press release info
      • Let Your Readers Know You Are Listening
        • If your readers are calling for action; acknowledge them!
        • Let them know the outcome – where change is the result or not
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
      • Step Eight – Behind the Scenes, Start Networking
      • Connect With Key Influencers/Blogs In The Social Mediasphere; Your Industry
        • i.e., Social Media Influencers = Chrisbrogan.com, Mashable, & Techcrunch
      • Link To Them
      • Share News From Their Blogs
      • Leave Comments On Their Posts
        • Remember To Sign Your Name & URL
      You’ve Got A Blog! Now What? 8 Key Steps (cont’d) Resource : BastilleMarketing.com: http://www.bastillemarketing.com/2010/01/social-media-strategy-basics-10-keys-to.html
    • Examples of Non-Profit & Gov ’ t Agency Blogs
    • Additional Resources
      • Blogging Terms - http://en. wikipedia . org/wiki/List_of_blogging_terms
      • What Not to Do on a Blog (Tips) -
      • Coding Horror - http://www. codinghorror .com/blog/archives/000834.html
      • Use It - http://www. useit . com/alertbox/weblogs .html
      • Blogs about Non-Profits & NP Blogging -
      • Frogloop - http://www. frogloop .com/
      • Beth’s Blog - http: //beth . typepad . com/beths_blog/
      • Non-Profit Tech Blog - http://www. nonprofittechblog .org/
      • How-to Tips on Good Blog Design - http://www. blogdesignblog .com/blog-design/how-to-blog-design-style-guide/
      • Technorati’s State of the Blogosphere (Education & Stats) - http: //technorati .com/blogging/state-of-the-blogosphere/
      • Mashable - The Social Media Guide - http: //mashable .com/
      • Social Media Tools 101 - http://www. interactiveinsightsgroup .com/blog1/socialmediabeginnersguide/social-media-tools-101/
      • Social News for NonProfits - http://www. idealistnews .com/
    • Questions?
      • Thank you.
      Jenni Brand [email_address]