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The New Social Norm: How to Make the Most of Your Corporate Bloggers
 

The New Social Norm: How to Make the Most of Your Corporate Bloggers

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SoCon11 break-out session by Lou Hoffman of The Hoffman Agency.

SoCon11 break-out session by Lou Hoffman of The Hoffman Agency.

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    The New Social Norm: How to Make the Most of Your Corporate Bloggers The New Social Norm: How to Make the Most of Your Corporate Bloggers Presentation Transcript

    • By Lou Hoffman CEO The Hoffman Agency February 5, 2011 The New Social Norm: How to Make the Most Of Corporate Blogging
    • If you build it, generally they won’t come.
    • Why?
      • No time
      • “Muscle memory”
      • Difficult to differentiate from thousands of information sources
    • Humbling Personal Experience
    • Content is Not King.
    • It Takes a Village (+ SEO) To Build a Blog’s Readership.
    • Today’s Discussion Flow
      • Fundamentals
      • What Makes for Compelling Content
      • The Quest for Readers
      • Loose Ends
      • Questions
    • Fundamentals: Who’s the Audience?
    • Fundamentals: Defining Success
    • Fundamentals: Length
    • Fundamentals: Frequency
    • Fundamentals: Timing
    • Fundamentals: Timing
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
    • Fundamentals: Looks Count
      • Typography
      • Break up text
        • Photographs (post on 25 free stock photo sites )
        • Subheads
      Readability
    • What Makes for Compelling Content?
    • Me vs. You
    • Me vs. You
    • Show Your Humanity Story Tip #6 from Kurt Vonnegut Be a sadist. No matter how sweet and innocent your leading characters, make awful things happen to them – in order that the reader may see what they are made of.
    • Offer a Point of View
    • Distinct Voice http://www.youtube.com/watch?v=MjS4XpFZBqU
    • Be the Media
      • Play journalist
        • Interview individuals with fresh takes (ideally, “connectors”)
        • Interview customers
      • Structure interview in Q&A format
      • Talk to attendees at industry events
        • Arm yourself with a flip cam and videotape interviews
    • Be the Media
    • Be the Media
    • Compelling Content “ I try to write a blog post that only I could write.” Mark Schaefer Marketing Consultant Blog: Grow
    • The Quest for Readers
      • Work backwards
        • How do you want people to find your blog?
        • Establish primary phrase
        • Establish secondary phrase(s)
      Search Engine Optimization (SEO)
    • The Quest for Readers: SEO Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
    • The Quest for Readers: SEO Google Insights Tool: www.google.com/insights/research
    • The Quest for Readers: SEO
      • URL
      • Title tag <title>
      • Post title
      • Description tag
      • Post content
      • Post tags
      Applying Your Keyword Phrase(s)
    • The Quest for Readers: SEO Applying Your Keyword Phrase(s): Back to the Dairy Queen blog
    • The Quest for Readers: SEO Applying Your Keyword Phrase(s): Ishmael’s Corner
    • The Quest for Readers: SEO Applying Your Keyword Phrase(s): Ishmael’s Corner Top Keywords (Jan. 1 – Jun. 30, 2010) Top Keywords (Oct. 1 – Dec. 31, 2010) #storytelling 10 toyota customer letter 10 effective business communications 9 lou hoffman 9 best pr campaigns 8 #storytelling 8 dolly freed 7 toyota crisis 7 david and goliath 6 lou hoffman blog 6 lou hoffman 5 toyota letter to customers 5 ishmael’s corner 4 “ lou hoffman” 4 storytelling techniques 3 toyota crisis pr 3 steve jobs son 2 ishmaels corner 2 ishmaels corner 1 ishmael’s corner 1
    • The Quest for Readers Leverage High-profile News
    • The Quest for Readers: Leveraging High-profile News Online Properties That Showcase Backlinks
    • The Quest for Readers: Leverage High-profile News Guest Posts (and the Power of Backlinks)
    • The Quest for Readers: Leverage High-profile News Search on “Google CEO PR”
    • The Quest for Readers
      • Post comments on relevant blogs
      • Respond to posted comments
      • Don’t be stingy with backlinks
      Engagement
    • The Quest for Readers: Engagement
      • The #444PR Series
      • Questions
        • Is Ghost Blogging Ethical?
        • To Stay Relevant, How Do Communications Professionals Need to Evolve?
        • What Role Should a Communications Agency Plan in a Client’s Social Media?
        • The Top 5 Smart Communications Practices Companies Need to Implement Right Now
      Experiment
    • The Quest for Readers: Engagement Experiment
    • The Quest for Readers: Engagement “ Marry Up”
    • The Quest for Readers: Engagement
      • Same “me vs. you” rule on content
      • Serve your community
        • And tweets become another channel to bring readers to your blog
      What about Twitter?
    • The Quest for Readers: Twitter
    • The Quest for Readers: Twitter @ McCallSmith Will you permit me one adjective? http.l7/g1OJVG 26 Jan
    • The Quest for Readers: Twitter
    • Not Everything is Going to Work
    • Loose Ends LinkedIn
      • Blog post pulled into LinkedIn will look like this.
    • Loose Ends E-mail: Another Analog Touch Point for Your Blog
    • Loose Ends Top Rank Maintains Comprehensive List Of Blog Directories http:// www.toprankblog.com/rss -blog-directories/
    • Loose Ends Google Analytics
    • Loose Ends
      • Weekly conversation on a different blogging topic starting at 9 p.m. Eastern Time
        • Facilitated by @MackCollier
      #Blogchat
    • Be yourself. Everyone else is already taken. Oscar Wilde
    • Lou Hoffman [email_address] @LouHoffman www.Hoffman.com www.IshmaelsCorner.com