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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? <ul><li>No time </li></ul><ul><li>“Muscle memory”  </li></ul><ul><li>Difficult to differentiate from thousands of inf...
Humbling Personal Experience
Content is Not King.
It Takes a Village (+ SEO) To Build a Blog’s Readership.
Today’s Discussion Flow <ul><li>Fundamentals </li></ul><ul><li>What Makes for Compelling Content </li></ul><ul><li>The Que...
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 <ul><li>Typography </li></ul><ul><li>Break up text </li></ul><ul><ul><li>Photographs (post on  2...
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 character...
Offer a Point of View
Distinct Voice http://www.youtube.com/watch?v=MjS4XpFZBqU
Be the Media <ul><li>Play journalist </li></ul><ul><ul><li>Interview individuals with fresh takes (ideally, “connectors”) ...
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 <ul><li>Work backwards </li></ul><ul><ul><li>How do you want people to find your blog? </li></ul></u...
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 <ul><li>URL </li></ul><ul><li>Title tag <title> </li></ul><ul><li>Post title </li></ul><ul><li>...
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 Ke...
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 <ul><li>Post comments on relevant blogs </li></ul><ul><li>Respond to posted comments </li></ul><ul><...
The Quest for Readers: Engagement <ul><li>The #444PR Series </li></ul><ul><li>Questions </li></ul><ul><ul><li>Is Ghost Blo...
The Quest for Readers: Engagement Experiment
The Quest for Readers: Engagement “ Marry Up”
The Quest for Readers: Engagement <ul><li>Same “me vs. you” rule on content </li></ul><ul><li>Serve your community </li></...
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 <ul><li>Blog post pulled into LinkedIn will look like this. </li></ul>
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 <ul><li>Weekly conversation on a different blogging topic starting at 9 p.m. Eastern Time </li></ul><ul><ul><li...
Be yourself. Everyone else is already taken. Oscar Wilde
Lou Hoffman [email_address] @LouHoffman www.Hoffman.com www.IshmaelsCorner.com
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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.

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

  1. 1. By Lou Hoffman CEO The Hoffman Agency February 5, 2011 The New Social Norm: How to Make the Most Of Corporate Blogging
  2. 2. If you build it, generally they won’t come.
  3. 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. 4. Humbling Personal Experience
  5. 5. Content is Not King.
  6. 6. It Takes a Village (+ SEO) To Build a Blog’s Readership.
  7. 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. 8. Fundamentals: Who’s the Audience?
  9. 9. Fundamentals: Defining Success
  10. 10. Fundamentals: Length
  11. 11. Fundamentals: Frequency
  12. 12. Fundamentals: Timing
  13. 13. Fundamentals: Timing
  14. 14. Fundamentals: Looks Count
  15. 15. Fundamentals: Looks Count
  16. 16. Fundamentals: Looks Count
  17. 17. Fundamentals: Looks Count
  18. 18. Fundamentals: Looks Count
  19. 19. Fundamentals: Looks Count
  20. 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. 21. What Makes for Compelling Content?
  22. 22. Me vs. You
  23. 23. Me vs. You
  24. 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. 25. Offer a Point of View
  26. 26. Distinct Voice http://www.youtube.com/watch?v=MjS4XpFZBqU
  27. 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&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. 28. Be the Media
  29. 29. Be the Media
  30. 30. Compelling Content “ I try to write a blog post that only I could write.” Mark Schaefer Marketing Consultant Blog: Grow
  31. 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. 32. The Quest for Readers: SEO Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
  33. 33. The Quest for Readers: SEO Google Insights Tool: www.google.com/insights/research
  34. 34. The Quest for Readers: SEO <ul><li>URL </li></ul><ul><li>Title tag <title> </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. 35. The Quest for Readers: SEO Applying Your Keyword Phrase(s): Back to the Dairy Queen blog
  36. 36. The Quest for Readers: SEO Applying Your Keyword Phrase(s): Ishmael’s Corner
  37. 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. 38. The Quest for Readers Leverage High-profile News
  39. 39. The Quest for Readers: Leveraging High-profile News Online Properties That Showcase Backlinks
  40. 40. The Quest for Readers: Leverage High-profile News Guest Posts (and the Power of Backlinks)
  41. 41. The Quest for Readers: Leverage High-profile News Search on “Google CEO PR”
  42. 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. 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. 44. The Quest for Readers: Engagement Experiment
  45. 45. The Quest for Readers: Engagement “ Marry Up”
  46. 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. 47. The Quest for Readers: Twitter
  48. 48. The Quest for Readers: Twitter @ McCallSmith Will you permit me one adjective? http.l7/g1OJVG 26 Jan
  49. 49. The Quest for Readers: Twitter
  50. 50. Not Everything is Going to Work
  51. 51. Loose Ends LinkedIn <ul><li>Blog post pulled into LinkedIn will look like this. </li></ul>
  52. 52. Loose Ends E-mail: Another Analog Touch Point for Your Blog
  53. 53. Loose Ends Top Rank Maintains Comprehensive List Of Blog Directories http:// www.toprankblog.com/rss -blog-directories/
  54. 54. Loose Ends Google Analytics
  55. 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. 56. Be yourself. Everyone else is already taken. Oscar Wilde
  57. 57. Lou Hoffman [email_address] @LouHoffman www.Hoffman.com www.IshmaelsCorner.com
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