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Blogging and Property Marketing (Profile Talk)
 

Blogging and Property Marketing (Profile Talk)

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The reasons why property marketers should look serious at blogging and social media.

The reasons why property marketers should look serious at blogging and social media.

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    Blogging and Property Marketing (Profile Talk) Blogging and Property Marketing (Profile Talk) Presentation Transcript

    • Blogging and the rise of Social Media
    • Who Am I? • Head of Blogging for RBI • 13 years of B2B journalism • 9 years on Estates Gazette • Now working 50% of the week with EG
    • And… • Started first blog in 2001 (on Livejournal) • One Man & His Blog: 2003 • Now running 5 blogs on a range of subjects • Only one of those is “paid”
    • Community “We do not create communities. We merely provide services for communities that already exist”
    • What is blogging?
    • “Rants written in bedrooms by weirdoes like…”
    • What is blogging?
    • Two Ideas “Interesting” “Conversation”
    • The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
    • Conversation
    • Conversation
    • Conversation
    • Conversation ≠ Opinion
    • Conversation = Discussing topics of mutual interest
    • OM&HB
    • EGi
    • What are we doing in ?
    • Why? Print Web 2005 2006 2007 2008
    • The Role of Social Media Forums Blogs Articles 10% 24% 66%
    • The Role of Social Media Forums Blogs Articles 27% 53% 20%
    • The Role of Social Media Forums Blogs Articles 34% 45% 21%
    • The Good Old Days How We Miss ‘em
    • Competition Stuff Journal Stuff Gazette
    • Competition Stuff Weekly eStuff Online Gazette
    • The Conversation Your Site
    • Distributed Space Public Space Closed Space
    • Private Space Akin to a house Content is “hidden” Social networks, members-only forums, sites with privacy “your space”
    • Public Space Akin to a pub Open to all Hosts have control Forums, sites with comments “our space”
    • Distributed Space No physical world equivalent Traffic moves freely Free form conversation Blogs, wikis, microblogging, IM “my space(s)”
    • Distributed Space Public Space Closed Space Your Site Blogs
    • Why? To link your site with the wider internet conversation
    • In 3 years • Over 120 blogs • 4 sites run entirely using blog software • On some sites the majority of editorial traffic is on the blogs • Rapid growth in traffic and commenting • Some blogs gettings 500,000 page impressions a month
    • What Works? • Find a niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
    • A good blogger is… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
    • Beat Blogging • The reporters notebook in public • Links, pics, video and stories from their beat • Break news here, then link to the traditional news story • “home page” for that topic
    • The Expert Blog • Deep coverage for enthusiasts • Requires an extensive depth of knowledge • Greater percentage of generated content, rather than linking
    • The Group Blog • Covers a wide range of topics • Needs a large volume of posts • Posts need to be really, really good • Very hard to make work • Works brilliantly when it does
    • Some Context • Forums (ours and others) • Social Media Outreach • Twitter • Watching and learning
    • Adam Tinworth adam.tinworth@rbi.co.uk One Man & His Blog http://www.onemanandhisblog.com Twitter: adders AIM: journoadam and many others...