Chantelle Flannery  Blogging: Your Most Effective  Social Media Strategy Image: aha-soft.com
81% of consumers using social media say it’s important  for businesses to respond to questions and complaints  70% of cons...
Corporate Response  Source: Datran Media In 2010, what percentage of your company’s budget will be allocated to digital ve...
Why Blogging …
David Armano Higher Engagement
David Armano Organic Search Rankings
Power of RSS
Conduit for Conversation
Maximize Your Blog
Quality Content Flickr: USDAGov
Quality Content <ul><li>Create effective titles </li></ul><ul><li>Make the content scanable </li></ul><ul><li>Integrate ke...
Image: Oude School Trust in “a person like me” increased from 20% in 2003 to 68% in 2006
Listen & Respond Flickr: NickJAdams
81% of consumers using social media say it’s important  for businesses to respond to questions and complaints  74% of cons...
Response Techniques <ul><li>Have a plan for handling negative comments </li></ul><ul><li>Answer the questions </li></ul><u...
Search Optimization
Who are you? = Your Words How they find you? = Search Keywords
Keywords help get you properly indexed. Keywords should be used in your blog content.  Keywords should be properly used in...
Find Keywords <ul><li>Google External Keyword Tool </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal...
Use Keywords <ul><li>Cool Tool </li></ul><ul><li>www.seo-browser.com </li></ul><ul><li>Domain name  </li></ul><ul><li>Home...
Keyword Bonus Tip - Location <ul><li>Geographic Keywords </li></ul><ul><li>State </li></ul><ul><li>City </li></ul><ul><li>...
Monitor Rankings <ul><li>Google Webmasters </li></ul><ul><li>www.google.com/webmasters </li></ul>Cool Tools www.semrush.co...
Optimizing for Search <ul><li>Register with Google Webmasters, Yahoo! Site Explorer and Bing Webmasters </li></ul><ul><li>...
Measure & Adjust Flickr: cambiodefractal
Analytics Must Read Analytics Blog www.kaushik.net
Other Tracking <ul><li>URL shorting services  </li></ul><ul><li>Google custom campaign URLs </li></ul><ul><ul><ul><li>Uniq...
Insanity: doing the same thing over and over again and expecting different results. Albert Einstein Image: duncandavidson
Integrate & Syndicate BLOG Images: aha-soft.com
 
Promote Everywhere The Conversation Prism – Brian Solis  Cool Tools feedburner.com hootsuite.com twitterfeed.com ping.fm c...
Flickr photo by hegarty_david
Flickr: yomanimus
Bonus: Blog as a sales funnel Search Online Read Blog  Click on  CTA Fill Out  Form Lead in CRM Images taken from Formstac...
Landing Page <ul><li>Write a blog post that has the same text and value proposition that you would use on a landing page  ...
Results:  Awareness | Customer Service |ROI
Blogging: The Most  Effective Social Strategy  <ul><li>Your Blog = Online Hub </li></ul><ul><ul><li>Attracts search traffi...
Chantelle Flannery @chantellef Chantelle.Flannery @ gmail.com Slides will be posted: www.slideshare.net/chantellef corpora...
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Blogging Your Most Effective Social Media Strategy - Indiana University Communications & Marketing Conference 2011

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Blogging Your Most Effective Social Media Strategy - Indiana University Communications & Marketing Conference 2011

- Why Blogging
- Maximize Blogging

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  • Thanks Chantelle. Very pithy and witty, great images.
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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 
  • Edelman study – people buy from people like themselves Rank-and-file employees more credible spokespersons than corporate CEOs
  • If you don’t have web to lead then … GA click tracking
  • Blogging Your Most Effective Social Media Strategy - Indiana University Communications & Marketing Conference 2011

    1. 1. Chantelle Flannery Blogging: Your Most Effective Social Media Strategy Image: aha-soft.com
    2. 2. 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 tmp directional marketing Bride the Gap, Between Search and Sales Survey tmp directional marketing Bride the Gap, Between Search and Sales Survey from directional marketing Bride the Gap, Between Search and Sales Survey
    3. 3. Corporate Response Source: Datran Media In 2010, what percentage of your company’s budget will be allocated to digital versus traditional?
    4. 4. Why Blogging …
    5. 5. David Armano Higher Engagement
    6. 6. David Armano Organic Search Rankings
    7. 7. Power of RSS
    8. 8. Conduit for Conversation
    9. 9. Maximize Your Blog
    10. 10. Quality Content Flickr: USDAGov
    11. 11. 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>
    12. 12. Image: Oude School Trust in “a person like me” increased from 20% in 2003 to 68% in 2006
    13. 13. Listen & Respond Flickr: NickJAdams
    14. 14. 81% of consumers using social media say it’s important for businesses to respond to questions and complaints 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 tmp directional marketing Bride the Gap, Between Search and Sales Survey tmp directional marketing Bride the Gap, Between Search and Sales Survey from directional marketing Bride the Gap, Between Search and Sales Survey
    15. 15. 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>
    16. 16. Search Optimization
    17. 17. Who are you? = Your Words How they find you? = Search Keywords
    18. 18. Keywords help get you properly indexed. Keywords should be used in your blog content. Keywords should be properly used in the code
    19. 19. Find Keywords <ul><li>Google External Keyword Tool </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul>
    20. 20. Use Keywords <ul><li>Cool Tool </li></ul><ul><li>www.seo-browser.com </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>
    21. 21. Keyword Bonus Tip - 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 http://www.addressfix.com
    22. 22. Monitor Rankings <ul><li>Google Webmasters </li></ul><ul><li>www.google.com/webmasters </li></ul>Cool Tools www.semrush.com www.kpmrs.com
    23. 23. 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
    24. 24. Measure & Adjust Flickr: cambiodefractal
    25. 25. Analytics Must Read Analytics Blog www.kaushik.net
    26. 26. Other Tracking <ul><li>URL 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
    27. 27. Insanity: doing the same thing over and over again and expecting different results. Albert Einstein Image: duncandavidson
    28. 28. Integrate & Syndicate BLOG Images: aha-soft.com
    29. 30. Promote Everywhere The Conversation Prism – Brian Solis Cool Tools feedburner.com hootsuite.com twitterfeed.com ping.fm cotweet.com linkedin.com/apps facebook.com/apps
    30. 31. Flickr photo by hegarty_david
    31. 32. Flickr: yomanimus
    32. 33. Bonus: Blog as a sales funnel Search Online Read Blog Click on CTA Fill Out Form Lead in CRM Images taken from Formstack – Thanks guys 
    33. 34. 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 formstack.com Turn a blog post into a landing page (w/o IT):
    34. 35. Results: Awareness | Customer Service |ROI
    35. 36. 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>Maximizing your Corporate Blog </li></ul><ul><ul><li>Quality Content </li></ul></ul><ul><ul><li>Listening - Respond </li></ul></ul><ul><ul><li>Measure - Adjusting </li></ul></ul><ul><ul><li>Incorporate in overall marketing strategy </li></ul></ul>
    36. 37. Chantelle Flannery @chantellef Chantelle.Flannery @ gmail.com Slides will be posted: www.slideshare.net/chantellef corporatebloggingtips.com

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