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Creative mix of urban style, design,
and nature from around the globe.
1http://garden-bloggers-conference.com/
Act One
http://garden-bloggers-conference.com/ 2
Analog.
3http://garden-bloggers-conference.com/
http://garden-bloggers-conference.com/ 4
Creating desired
conversations around
the brand.
Brand Storytelling
5
http://garden-bloggers-conference.com/ 6
http://garden-bloggers-conference.com/ 7
Birth of Concept
Urban Gardens
8http://garden-bloggers-conference.com/
1998: Urban Gardens as Print Concept.
http://garden-bloggers-conference.com/ 9
Purpose Then and Now
To create, find, inspire,
connect, and share
the things I lo...
Act Two
http://garden-bloggers-conference.com/ 10
Digital.
http://garden-bloggers-conference.com/ 11
4/18/2009
http://garden-bloggers-conference.com/ 12
Original Goals
Driven by purpose.
1. Become go-to resource for designs,
trends, ...
http://garden-bloggers-conference.com/ 13
Huh?
14
Stayed @ #Free
#Paris Apartment
via Twitter
http://garden-bloggers-conference.com/ 15
July 20, 2012
http://garden-bloggers-conference.com/ 16
4/2010
http://garden-bloggers-conference.com/ 17
Product and Delivery
Evolves. Be like digital:
nimble, agile, and adapt.
http://garden-bloggers-conference.com/
Offline Presence
Designer Show House
Creative Garden Retreat
Pop-Up Shop
DYI Lab
http://garden-bloggers-conference.com/ 19
Creative Garden Retreat Press
http://garden-bloggers-conference.com/ 20
Before
http://garden-bloggers-conference.com/
After
http://garden-bloggers-conference.com/ 22
23
http://garden-bloggers-conference.com/ 24
25
http://garden-bloggers-conference.com/ 26
http://garden-bloggers-conference.com/ 27
Designer Evenings
28
“Coolspotting”
Offline Scouting
Products and Trends
29
30
31
32
33
Connecting
Makers, Brands, Consumers.
Consumers 71% more likely to make purchase
based on social media referrals.
(via ...
34
35
36”“
Meet Maker
Geoff Fisher,
London
37
38
Meet Maker
Marc Grañ è n
Girona, Spain
39
What bloggers
can do for brands.
40
Leads Generated
Media
• 5 television interviews (Israel,
Brazil…)
• 4 major European magazine
interviews
• Citröen-spon...
41
Reach: 21, 707 Views. 224 Shares.
42
Influence
People view more content
through social web
than through website/blog.
(Jonathan Perelman, VP Strategy, Buzzf...
http://garden-bloggers-conference.com/ 43
44
Ad Networks
45
Write for
others.
46
sponsored ideas
Branded Content
47
Affiliate Marketing
Gift Guides & Roundups
http://garden-bloggers-conference.com/ 48
http://garden-bloggers-conference.com/ 49
Align Goals With Purpose.
Lead generation?
Build platform?
Snag a book deal?
SEO...
http://garden-bloggers-conference.com/ 50
Be a Good Storyteller.
Long or Short Form.
51
http://garden-bloggers-conference.com/ 52
http://garden-bloggers-conference.com/ 53
Don’t be a Keyword Whore.
Think about SEO, but
write for people, not robots.
54
Headline
not great for
search…
But generated
strong reader
response
and sharing.
http://garden-bloggers-conference.com/ 55
Don’t get all hung up
on the numbers.
Think quality engagement
with your targete...
http://garden-bloggers-conference.com/ 56
http://garden-bloggers-conference.com/ 57
Act Three
http://garden-bloggers-conference.com/ 58
Hybrid Analog and Digital
Offline pop-up brand story
experiences: mash...
http://garden-bloggers-conference.com/ 59
Cultivate your relationships
as you would your plants.
http://garden-bloggers-conference.com/ 60
robin@urbangardensweb.com
Twitter @urbangardens
Facebook.com/urbangardens
Pinter...
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Robin Horton, Blogging With The Stars: Snapshots of Four Successful Blogs

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Transcript of "Robin Horton, Blogging With The Stars: Snapshots of Four Successful Blogs"

  1. 1. Creative mix of urban style, design, and nature from around the globe. 1http://garden-bloggers-conference.com/
  2. 2. Act One http://garden-bloggers-conference.com/ 2 Analog.
  3. 3. 3http://garden-bloggers-conference.com/
  4. 4. http://garden-bloggers-conference.com/ 4 Creating desired conversations around the brand. Brand Storytelling
  5. 5. 5
  6. 6. http://garden-bloggers-conference.com/ 6
  7. 7. http://garden-bloggers-conference.com/ 7 Birth of Concept Urban Gardens
  8. 8. 8http://garden-bloggers-conference.com/ 1998: Urban Gardens as Print Concept.
  9. 9. http://garden-bloggers-conference.com/ 9 Purpose Then and Now To create, find, inspire, connect, and share the things I love.
  10. 10. Act Two http://garden-bloggers-conference.com/ 10 Digital.
  11. 11. http://garden-bloggers-conference.com/ 11 4/18/2009
  12. 12. http://garden-bloggers-conference.com/ 12 Original Goals Driven by purpose. 1. Become go-to resource for designs, trends, and ideas for indoor/outdoor 2. Connector 3. Make money doing what I love…?
  13. 13. http://garden-bloggers-conference.com/ 13 Huh?
  14. 14. 14 Stayed @ #Free #Paris Apartment via Twitter
  15. 15. http://garden-bloggers-conference.com/ 15 July 20, 2012
  16. 16. http://garden-bloggers-conference.com/ 16 4/2010
  17. 17. http://garden-bloggers-conference.com/ 17 Product and Delivery Evolves. Be like digital: nimble, agile, and adapt.
  18. 18. http://garden-bloggers-conference.com/ Offline Presence Designer Show House Creative Garden Retreat Pop-Up Shop DYI Lab
  19. 19. http://garden-bloggers-conference.com/ 19 Creative Garden Retreat Press
  20. 20. http://garden-bloggers-conference.com/ 20 Before
  21. 21. http://garden-bloggers-conference.com/ After
  22. 22. http://garden-bloggers-conference.com/ 22
  23. 23. 23
  24. 24. http://garden-bloggers-conference.com/ 24
  25. 25. 25
  26. 26. http://garden-bloggers-conference.com/ 26
  27. 27. http://garden-bloggers-conference.com/ 27 Designer Evenings
  28. 28. 28 “Coolspotting” Offline Scouting Products and Trends
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33 Connecting Makers, Brands, Consumers. Consumers 71% more likely to make purchase based on social media referrals. (via Hubspot)
  34. 34. 34
  35. 35. 35
  36. 36. 36”“ Meet Maker Geoff Fisher, London
  37. 37. 37
  38. 38. 38 Meet Maker Marc Grañ è n Girona, Spain
  39. 39. 39 What bloggers can do for brands.
  40. 40. 40 Leads Generated Media • 5 television interviews (Israel, Brazil…) • 4 major European magazine interviews • Citröen-sponsored van for film festival • Blogs from US, UK,Germany, France… RFPs
  41. 41. 41 Reach: 21, 707 Views. 224 Shares.
  42. 42. 42 Influence People view more content through social web than through website/blog. (Jonathan Perelman, VP Strategy, Buzzfeed)
  43. 43. http://garden-bloggers-conference.com/ 43
  44. 44. 44 Ad Networks
  45. 45. 45 Write for others.
  46. 46. 46 sponsored ideas Branded Content
  47. 47. 47 Affiliate Marketing Gift Guides & Roundups
  48. 48. http://garden-bloggers-conference.com/ 48
  49. 49. http://garden-bloggers-conference.com/ 49 Align Goals With Purpose. Lead generation? Build platform? Snag a book deal? SEO/traffic to your website? Brand positioning?
  50. 50. http://garden-bloggers-conference.com/ 50 Be a Good Storyteller. Long or Short Form.
  51. 51. 51
  52. 52. http://garden-bloggers-conference.com/ 52
  53. 53. http://garden-bloggers-conference.com/ 53 Don’t be a Keyword Whore. Think about SEO, but write for people, not robots.
  54. 54. 54 Headline not great for search… But generated strong reader response and sharing.
  55. 55. http://garden-bloggers-conference.com/ 55 Don’t get all hung up on the numbers. Think quality engagement with your targeted audience.
  56. 56. http://garden-bloggers-conference.com/ 56
  57. 57. http://garden-bloggers-conference.com/ 57
  58. 58. Act Three http://garden-bloggers-conference.com/ 58 Hybrid Analog and Digital Offline pop-up brand story experiences: mashup of event/social web/social commerce
  59. 59. http://garden-bloggers-conference.com/ 59 Cultivate your relationships as you would your plants.
  60. 60. http://garden-bloggers-conference.com/ 60 robin@urbangardensweb.com Twitter @urbangardens Facebook.com/urbangardens Pinterest @urbangardens urbangardensweb.com
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