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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
The New Social Norm: How to Make the Most of Your Corporate Bloggers
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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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  • 1. By Lou Hoffman CEO The Hoffman Agency February 5, 2011 The New Social Norm: How to Make the Most Of Corporate Blogging
  • 2. If you build it, generally they won’t come.
  • 3. Why? <ul><li>No time </li></ul><ul><li>“Muscle memory” </li></ul><ul><li>Difficult to differentiate from thousands of information sources </li></ul>
  • 4. Humbling Personal Experience
  • 5. Content is Not King.
  • 6. It Takes a Village (+ SEO) To Build a Blog’s Readership.
  • 7. Today’s Discussion Flow <ul><li>Fundamentals </li></ul><ul><li>What Makes for Compelling Content </li></ul><ul><li>The Quest for Readers </li></ul><ul><li>Loose Ends </li></ul><ul><li>Questions </li></ul>
  • 8. Fundamentals: Who’s the Audience?
  • 9. Fundamentals: Defining Success
  • 10. Fundamentals: Length
  • 11. Fundamentals: Frequency
  • 12. Fundamentals: Timing
  • 13. Fundamentals: Timing
  • 14. Fundamentals: Looks Count
  • 15. Fundamentals: Looks Count
  • 16. Fundamentals: Looks Count
  • 17. Fundamentals: Looks Count
  • 18. Fundamentals: Looks Count
  • 19. Fundamentals: Looks Count
  • 20. Fundamentals: Looks Count <ul><li>Typography </li></ul><ul><li>Break up text </li></ul><ul><ul><li>Photographs (post on 25 free stock photo sites ) </li></ul></ul><ul><ul><li>Subheads </li></ul></ul>Readability
  • 21. What Makes for Compelling Content?
  • 22. Me vs. You
  • 23. Me vs. You
  • 24. 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.
  • 25. Offer a Point of View
  • 26. Distinct Voice http://www.youtube.com/watch?v=MjS4XpFZBqU
  • 27. Be the Media <ul><li>Play journalist </li></ul><ul><ul><li>Interview individuals with fresh takes (ideally, “connectors”) </li></ul></ul><ul><ul><li>Interview customers </li></ul></ul><ul><li>Structure interview in Q&amp;A format </li></ul><ul><li>Talk to attendees at industry events </li></ul><ul><ul><li>Arm yourself with a flip cam and videotape interviews </li></ul></ul>
  • 28. Be the Media
  • 29. Be the Media
  • 30. Compelling Content “ I try to write a blog post that only I could write.” Mark Schaefer Marketing Consultant Blog: Grow
  • 31. The Quest for Readers <ul><li>Work backwards </li></ul><ul><ul><li>How do you want people to find your blog? </li></ul></ul><ul><ul><li>Establish primary phrase </li></ul></ul><ul><ul><li>Establish secondary phrase(s) </li></ul></ul>Search Engine Optimization (SEO)
  • 32. The Quest for Readers: SEO Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
  • 33. The Quest for Readers: SEO Google Insights Tool: www.google.com/insights/research
  • 34. The Quest for Readers: SEO <ul><li>URL </li></ul><ul><li>Title tag &lt;title&gt; </li></ul><ul><li>Post title </li></ul><ul><li>Description tag </li></ul><ul><li>Post content </li></ul><ul><li>Post tags </li></ul>Applying Your Keyword Phrase(s)
  • 35. The Quest for Readers: SEO Applying Your Keyword Phrase(s): Back to the Dairy Queen blog
  • 36. The Quest for Readers: SEO Applying Your Keyword Phrase(s): Ishmael’s Corner
  • 37. 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
  • 38. The Quest for Readers Leverage High-profile News
  • 39. The Quest for Readers: Leveraging High-profile News Online Properties That Showcase Backlinks
  • 40. The Quest for Readers: Leverage High-profile News Guest Posts (and the Power of Backlinks)
  • 41. The Quest for Readers: Leverage High-profile News Search on “Google CEO PR”
  • 42. The Quest for Readers <ul><li>Post comments on relevant blogs </li></ul><ul><li>Respond to posted comments </li></ul><ul><li>Don’t be stingy with backlinks </li></ul>Engagement
  • 43. The Quest for Readers: Engagement <ul><li>The #444PR Series </li></ul><ul><li>Questions </li></ul><ul><ul><li>Is Ghost Blogging Ethical? </li></ul></ul><ul><ul><li>To Stay Relevant, How Do Communications Professionals Need to Evolve? </li></ul></ul><ul><ul><li>What Role Should a Communications Agency Plan in a Client’s Social Media? </li></ul></ul><ul><ul><li>The Top 5 Smart Communications Practices Companies Need to Implement Right Now </li></ul></ul>Experiment
  • 44. The Quest for Readers: Engagement Experiment
  • 45. The Quest for Readers: Engagement “ Marry Up”
  • 46. The Quest for Readers: Engagement <ul><li>Same “me vs. you” rule on content </li></ul><ul><li>Serve your community </li></ul><ul><ul><li>And tweets become another channel to bring readers to your blog </li></ul></ul>What about Twitter?
  • 47. The Quest for Readers: Twitter
  • 48. The Quest for Readers: Twitter @ McCallSmith Will you permit me one adjective? http.l7/g1OJVG 26 Jan
  • 49. The Quest for Readers: Twitter
  • 50. Not Everything is Going to Work
  • 51. Loose Ends LinkedIn <ul><li>Blog post pulled into LinkedIn will look like this. </li></ul>
  • 52. Loose Ends E-mail: Another Analog Touch Point for Your Blog
  • 53. Loose Ends Top Rank Maintains Comprehensive List Of Blog Directories http:// www.toprankblog.com/rss -blog-directories/
  • 54. Loose Ends Google Analytics
  • 55. Loose Ends <ul><li>Weekly conversation on a different blogging topic starting at 9 p.m. Eastern Time </li></ul><ul><ul><li>Facilitated by @MackCollier </li></ul></ul>#Blogchat
  • 56. Be yourself. Everyone else is already taken. Oscar Wilde
  • 57. Lou Hoffman [email_address] @LouHoffman www.Hoffman.com www.IshmaelsCorner.com

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