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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.

Published in: Technology, Business

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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?
    • No time
    • “Muscle memory”
    • Difficult to differentiate from thousands of information sources
  • 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
    • Fundamentals
    • What Makes for Compelling Content
    • The Quest for Readers
    • Loose Ends
    • Questions
  • 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
    • Typography
    • Break up text
      • Photographs (post on 25 free stock photo sites )
      • Subheads
    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
    • 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
  • 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
    • Work backwards
      • How do you want people to find your blog?
      • Establish primary phrase
      • Establish secondary phrase(s)
    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
    • URL
    • Title tag <title>
    • Post title
    • Description tag
    • Post content
    • Post tags
    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
    • Post comments on relevant blogs
    • Respond to posted comments
    • Don’t be stingy with backlinks
    Engagement
  • 43. 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
  • 44. The Quest for Readers: Engagement Experiment
  • 45. The Quest for Readers: Engagement “ Marry Up”
  • 46. 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?
  • 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
    • Blog post pulled into LinkedIn will look like this.
  • 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
    • Weekly conversation on a different blogging topic starting at 9 p.m. Eastern Time
      • Facilitated by @MackCollier
    #Blogchat
  • 56. Be yourself. Everyone else is already taken. Oscar Wilde
  • 57. Lou Hoffman [email_address] @LouHoffman www.Hoffman.com www.IshmaelsCorner.com