How To Make Your Blog The Next Hot Property
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How To Make Your Blog The Next Hot Property

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This was a webinar presented in conjunction with Critical Mention on January 9th, 2013. It covers best practices on building and maintaining a successful blog as well as a case study on Naked......

This was a webinar presented in conjunction with Critical Mention on January 9th, 2013. It covers best practices on building and maintaining a successful blog as well as a case study on Naked Security, an IT Security Blog from Sophos, that garners approximately 1.8 million page views per month and positions company executives as industry experts.

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  • 1. How to Make Your Blog the NextHot Media PropertyCRITICAL MENTION WEBINARJanuary 9, 2013Sandra FathiPresident, Affectsfathi@affect.com@sfathi PROPRIETARY & CONFIDENTIAL
  • 2. Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
  • 3. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYAGENDA •  Blog best practices •  Case study: Sophos Naked Security •  Q&A © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 4. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS Goals & Objectives •  Set clear goals and objectives for success •  Understand your agreed upon Key Performance Metrics (KPIs) •  Dedicate human, and financial resources •  Secure executive support © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 5. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS All the Right Stuff •  Choose a reliable, easy to use platform •  Create an editorial profile (topics of focus and topics to avoid) •  Assemble team of bloggers and/or third party contributors •  Develop a calendar to plan blog content and assign topics accordingly © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 6. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS Looks Do Maer •  Professional design = credible on the web •  Images, video and other multimedia grab and retain aention •  Make it personal – if it’s an opinion, I want to know who’s talking © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 7. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS Content Really is King •  Make News •  Break News •  Aggregate News •  20-80% Rule •  Trend Intervention •  Story Hijacking •  Analysis: What does this mean to me? What does this mean to your business? © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 8. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS If You Build It, No One Will Come – You Must Promote the Hell Out of It! •  Public Relations/Media Relations •  Social Media •  Good ‘Old Fashioned Marketing •  Syndication © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 9. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS Share the Love •  Blog Roll •  Blog Commenting Campaign •  Linkbacks/Trackbacks •  Guest Bloggers © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 10. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS Engage Your Audience •  Create a community – don’t just sell subscriptions •  Ask questions, polls, surveys •  Accept user generated content (UGC)*** •  Allow readers to steer content/suggest topics •  Invite others to weight in on your ideas/opinions/share experiences •  Give back to your audience (exclusive access, freebies, information etc.) © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 11. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYBLOG BEST PRACTICES:FOUNDATIONS FOR SUCCESS •  Measure •  Tweak •  Measure •  Tweak •  Measure Is there a paern here? © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 12. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYCASE STUDY: SOPHOS NAKEDSECURITYGOALS •  Make Naked Security the most influential and trusted security resource available online •  Drive traffic to Naked Security through strategic media relations •  Position Naked Security bloggers as leading experts in the field •  Create ongoing opportunities for thought leadership through an aggressive news reaction campaign © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 13. YOUR BLOG: THE NEXT HOT MEDIA PROPERTY GLOBAL BLOGGERS Naked Security bloggers were stationed across the globe to react to breaking security news. Affect utilized these experts to establish a 24/7 news cycle. Graham Cluley Senior Technology Consultant UKChester WisniewskiSenior Security Advisor Paul DucklinVancouver Head of Technology Australia © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 14. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYGLOBAL BLOGGERS Naked Security also tapped into notable industry experts to provide guest commentary on the blog. These individuals regularly shared insight on breaking security news in addition to the main bloggers. Bob Burls UK Lisa Vaas Boston Paul Roberts Boston © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 15. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYHOT FOR SCANDAL Aside from bread and buer IT and consumer-related security issues, Naked Security bloggers wrote stories that appealed to the masses. Regular topics include: Celebrities Social Network Fails Hacking Gangs © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 16. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYSPECIALIZED CONTENT In addition to regular blog posts, Naked Security also offered its readers a variety of custom content on all things B2B and consumer security. Podcasts Instructional Videos Reports © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 17. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYAUDIENCE ENGAGEMENT Audience engagement was another critical success factor in driving traffic to the blog and increasing repeat visits. Naked Security created a “cult community” through: Polls Giveaways Feedback/Ratings © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 18. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYMEDIA RELATIONS Media relations was critical for establishing Naked Security as the leading online source for security news and driving traffic to the blog. Media coverage was achieved in three ways: •  Story Hijacking: Jumping on breaking news to provide expert commentary, seing the stage for day two stories •  Trend Intervention: Using industry trends to create longer-term thought leadership opportunities •  Branded Reports: Producing data or information unique to Sophos © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 19. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYMEDIA RELATIONS Example: Story Hijacking Resulting Coverage (Sample) © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 20. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYMEDIA RELATIONSExample: Trend Intervention Resulting Coverage (Sample) © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 21. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYMEDIA RELATIONS Example: Branded Reports Resulting Coverage (Sample) © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 22. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYSOCIAL MEDIA Naked Security also uses its popular social media presences to promote content on the blog and drive traffic to the site. 203K+ likes 5,300K+ subscribers 10K+ followers 2,300K+ follows 1,600K+ members © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 23. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYTRAFFIC RESULTS Today, Naked Security is by far the top go-to source for security news and insights online. Website UV/Month* hp://nakedsecurity.sophos.com 800,000 hp://csoonline.com 531,000 hp://darkreading.com 312,000 hp://scmagazineus.com 92,000 *Average per month 1.8 Million Page Views! © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 24. YOUR BLOG: THE NEXT HOT MEDIA PROPERTYMEDIA RESULTS Additionally, media coverage consistently surpassed 75 hits per month, totaling more than 2,200 hits over a 21-month period. Total Hits Hits in Target Pubs 250 200 150 100 50 0 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Feb-12 Jul-12 Jun-12 Apr-12 Aug-12 Nov-12 Jan-12 Mar-12 May-12 Oct-12 Sep-12 © Affect PROPRIETARY & CONFIDENTIAL January 9, 2013
  • 25. Q&APROPRIETARY & CONFIDENTIAL
  • 26. How to Make Your Blog the NextHot Media PropertySlides Available on Slideshare.net/sfathiSandra FathiPresident, Affectsfathi@affect.com@sfathi PROPRIETARY & CONFIDENTIAL