Blogging: the most effective social strategy


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With increasing emphasis on effectiveness from online marketing programs (and budgets), learn how your organization can utilize its blogging program to enhance your search, social, and lead generation work.

- Create a socially integrated hub for all your activities
- Develop a keyword approach that is based on what's happening now to support your primary keyword approach
- Demonstrate two way communication trends that are measurable
- Use the Edelman Trust wisdom that "people buy from people like them" to generate leads

Published in: Business, Technology, Design
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  • This is why we call it the hub because it is the main center that spokes out to a number of different places Might not be on the blog but they will see you in other places 
  • If you don’t have web to lead then … GA click tracking
  • Blogging: the most effective social strategy

    1. 1. Blogging: The Most Effective Social Strategy <ul><li>Chantelle Flannery </li></ul><ul><li>Co-Author Corporate </li></ul><ul><li>Blogging for Dummies </li></ul>
    2. 2. How people communicate online Forrester’s NACTAS Q4 2006 Devices & Access Online Survey
    3. 3. 81% of consumers using social media say it’s important for businesses to respond to questions and complaints 70% of consumers go online when searching for information about local businesses 74% of consumers want regular posts about products 72% of consumers want posts about the company 67% want to see photos of the company office, group outing, picnic etc tmp directional marketing Bride the Gap, Between Search and Sales Survey
    4. 4. Corporate Response Source: Datran Media In 2010, what percentage of your company’s budget will be allocated to digital versus traditional?
    5. 5. David Armano Increase Engagement
    6. 6. Other Communities Twitter LinkedIn Company LinkedIn Profiles Subscribers Email RSS Facebook Page Flickr YouTube Email Campaigns BLOG WEBSITE
    7. 7. Search David Armano
    8. 8. Who are you? = Your Words How they find you? = Search Keywords
    9. 9. Keywords help get you properly indexed. Keywords should be used in your blog content. Keywords should be properly used in the code How Keywords Work
    10. 10. Find Keywords <ul><li>Google External Keyword Tool </li></ul><ul><li> </li></ul>
    11. 11. Monitor Keywords <ul><li>Google Analytics > Traffic Sources > Keywords </li></ul><ul><li> </li></ul>
    12. 12. Monitor Rankings <ul><li>Google Webmasters </li></ul><ul><li> </li></ul><ul><li>Cool Tools </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    13. 13. Use Keywords <ul><li>Cool Tool </li></ul><ul><li> </li></ul><ul><li>Domain name </li></ul><ul><li>Home page title tag </li></ul><ul><li>Heading tags </li></ul><ul><li>Subheading tags </li></ul><ul><li>Blog post title tag </li></ul><ul><li>Blog post slugs </li></ul><ul><li>Bold keywords in posts </li></ul><ul><li>Image/Alt descriptions </li></ul><ul><li>Internal link descriptions </li></ul><ul><li>Meta description </li></ul>
    14. 14. Location <ul><li>Geographic Keywords </li></ul><ul><li>State </li></ul><ul><li>City </li></ul><ul><li>County </li></ul><ul><li>Neighborhoods </li></ul><ul><li>Street names </li></ul><ul><li>ZIP codes </li></ul><ul><li>Area codes </li></ul><ul><li>School districts </li></ul><ul><li>Regional landmarks </li></ul>Use KML code & geotag your site Cool Tool
    15. 15. Optimizing for Search <ul><li>Register with Google Webmasters, Yahoo! Site Explorer and Bing Webmasters </li></ul><ul><li>Build a robots.txt file that disallows directories you don’t want indexed, allows the rest, and points to your sitemap </li></ul><ul><li>Integrated an XML Sitemap that automatically publishes </li></ul><ul><li>Ping the Search Engines when your content changes </li></ul>Photo by Frank Kehren
    16. 16. Syndicate Your Content
    17. 17. Promote Everywhere The Conversation Prism – Brian Solis Cool Tools
    18. 18. Flickr photo by hegarty_david
    19. 19. Search Online Read Blog Click on CTA Fill Out Form Lead in CRM Images taken from Formstack – Thanks guys 
    20. 20. Landing Page <ul><li>Write a blog post that has the same text and value proposition that you would use on a landing page </li></ul><ul><li>Make sure that graphics and primary language match the button or text used as the call to action that drove the traffic to the post </li></ul><ul><li>Insert a form into the blog post in order to truly convert </li></ul>Cool Tools Turn a blog post into a landing page (w/o IT):
    21. 21. Give Your Company A Voice
    22. 22. People Like Me Photo by Christian Bachellier
    23. 23. Listen
    24. 24. David Armano Influencers
    25. 25. Response Techniques <ul><li>Have a plan for handling negative comments </li></ul><ul><li>Answer the questions </li></ul><ul><li>Thank the positive comments </li></ul><ul><li>Acknowledge all comments </li></ul><ul><li>Don’t make people wait </li></ul>tmp directional marketing Bride the Gap, Between Search and Sales Survey 81% of consumers using social media say it’s important for businesses to respond to questions and complaints
    26. 26. Measure - Adjust Insanity : doing the same thing over and over again and expecting different results. Albert Einstein Must Read Analytics Blog
    27. 27. Tracking <ul><li>Analytics </li></ul><ul><li>URL shorting services ( </li></ul><ul><li>Customized shorting services </li></ul><ul><li>Google custom campaign URLs </li></ul><ul><ul><ul><li>Unique phone numbers </li></ul></ul></ul><ul><ul><ul><li>Unique URLs by platform </li></ul></ul></ul><ul><ul><ul><li>Analytic goal-setting </li></ul></ul></ul><ul><ul><ul><li>Landing page / CTA conversion </li></ul></ul></ul><ul><ul><ul><li>Closed business </li></ul></ul></ul>Flickr Photo by jdegenhardt
    28. 28. Quality Content <ul><li>Create effective titles </li></ul><ul><li>Make the content scanable </li></ul><ul><li>Integrate keywords </li></ul><ul><li>Variety of content is important </li></ul><ul><li>Provide ME value  </li></ul>Flickr Photo by The Rocketeer
    29. 29. Search Social Traditional Word of Mouth
    30. 30. Blogging: The Most Effective Social Strategy <ul><li>Your Blog = Online Hub </li></ul><ul><ul><li>Attracts search traffic </li></ul></ul><ul><ul><li>Power of RSS </li></ul></ul><ul><ul><li>Landing page w/o IT </li></ul></ul><ul><ul><li>Companywide communication tool </li></ul></ul><ul><li>  </li></ul><ul><li>Maximizing your Corporate Blog </li></ul><ul><ul><li>Listening – respond </li></ul></ul><ul><ul><li>Measure - adjusting </li></ul></ul><ul><ul><li>Quality content </li></ul></ul><ul><ul><li>Incorporate in overall marketing strategy </li></ul></ul>Flickr Photo by Duncan
    31. 31. Chantelle Flannery @chantellef [email_address]