Business Blogging Quickstart: Anatomy of a Blog

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    Business Blogging Quickstart: Anatomy of a Blog - Presentation Transcript

    1. Business Blogging Quick Start: Anatomy of a Blog Part of the Social Media and CRM 2.0 Professional Certification Seminar Series
    2. Agenda
      • Anatomy of a blog
      • Connecting
        • The business blogging ecosystem
        • Blogging etiquette
        • Connecting with customers and prospects
        • Tips for successful blogging and a successful blog
      • Earning customers’ hearts, minds and attention
        • Competitive survey
        • Planning for visibility
        • Identifying like minds and experts
        • Action plan framework
    3. Anatomy Of A Blog
    4. Anatomy Of A Typical Blog: The Main Page
      • Header
      • Center column
      • Sidebars
      • Footer
    5. Anatomy Of A Typical Blog: The Main Page
      • Header
      • Center column
      • Sidebars
      • Footer
    6. Anatomy Of A Typical Blog: The Main Page
      • Header
      • Center column
      • Sidebars
      • Footer
    7. Anatomy Of A Typical Blog: The Main Page
      • Header
      • Center column
      • Sidebars
      • Footer
    8. Anatomy Of A Typical Blog: The Main Page
      • Header
      • Center column
      • Sidebars
      • Footer
    9. Anatomy Of A Typical Blog: Postings
      • The reason readers show up
      • Regularly updated
      • Many options on length, tone, etc.
    10. Anatomy Of A Typical Blog: Outbound Links
      • Connections to others
      • Builds community
      • Links to supporting facts and good ideas
      • Shows respect
    11. Anatomy Of A Typical Blog: Full vs. Truncated Postings
      • Full postings show the entire entry in the center column
      • Good if posts are typically “short”
      • Fewer, longer posts appear on the main page
    12. Anatomy Of A Typical Blog: Full vs. Truncated Postings
      • Truncated postings show a portion of a post in the center column
      • Requires an additional click for the user
      • Lets readers see “snippets” of more posts
      • Considerate (and consider it) if posts are very long
    13. Anatomy Of A Typical Blog: Full vs. Truncated Postings
      • Click brings reader from the snippet to the full post
      • Can be decided on a post-by-post basis
    14. Anatomy Of A Typical Blog: “Permalinks”
      • Link to a particular post
      • Prevents others’ links from inaccuracy over time
      • Enable search engines to index individual posts
    15. Anatomy Of A Typical Blog: Author Biography And Contact Info
      • Link to background of blog author
      • Information on how to contact author directly
      • Adds a human dimension to the blog
    16. Anatomy Of A Typical Blog: Author Biography
      • No “typical” form for content
      • Can range from resume-like to free-form
      • Usually includes not only professional history, but personal interests as well
    17. Anatomy Of A Typical Blog: Contact Information
      • Email
      • Phone
      • Many use Skype
      • Email may be “spam-proofed”
    18. Anatomy Of A Typical Blog: Author Identification (if multiple)
      • Some biz blogs have multiple authors
      • Typically identified in the post
      • Typically listed in a side bar
      • Different, sometimes dissenting, voices
    19. Anatomy Of A Typical Blog: Comments
      • The cornerstone of conversation and interaction
      • Can be anonymous, or identified
      • Can be moderated, or unmoderated
      • Can link back to author
      • Some posts get zero comments, some get dozens or hundreds
    20. Anatomy Of A Typical Blog: Authentication Systems
      • May ensure identity of a commenter
      • More often simply used to ensure that a commenter is a person (not a program)
      • Aids in the prevention of “comment spam”
    21. Anatomy Of A Typical Blog: Archives
      • Provides access to prior posts
      • Allows new readers to peruses “the back catalog” to get a feel for the tone and history of the blog
      • May be by date, or category or another organization scheme
    22. Anatomy Of A Typical Blog: Recent Posts
      • Quick links to a handful of most recent posts
      • Allows readers to catch up on “recent events”
      • Gives a feel for current hot topics
    23. Anatomy Of A Typical Blog: Search
      • Search within a blog
      • Usually powered by the public Google, Yahoo! Search engines
      • Provides readers way to find specific posts
    24. Anatomy Of A Typical Blog: Categories
      • Many bloggers assign each post to one or more “categories”
      • Allows a reader to easily find all posts on a particular topic
      • Useful for both search engine optimization and “tagging”
    25. Aside: RSS (or “Really Simple Syndication”)
      • “ TiVo for blogs”
      • Stands for “Really Simple Syndication”
      • RSS is a format that shares the “content” of blogs and web pages
      • Most blogs publish an RSS feed
      • RSS feeds from multiple blogs can be aggregated into portals such as MyYahoo!
      • Offering an RSS feed greatly extends a blog’s reach
    26. Anatomy Of A Typical Blog: Subscriptions
      • It is critical to allow readers to “subscribe” to your blog
      • “ Subscribed” readers have access to your content without having to visit the web site
      • Many different technical choices
      • RSS, portals, “aggregators”
      • At minimum offer an RSS feed, other mechanisms if space, layout, and effort allow
    27. Anatomy Of A Typical Blog: Email Subscriptions
      • RSS is the future, email is the now
      • For the near-to-mid term, email familiarity will greatly outstrip familiarity with RSS
      • Email subscriptions fill the gap until RSS integration is ubiquitous
    28. Anatomy Of A Typical Blog: “Artifacts”
      • Aid in making the anonymous more personal
      • Give a more “360 degree” view of the author
      • Photos
      • Personal favorites
        • Books
        • Music
        • Games
        • Affiliations
        • Etc.
    29. Anatomy Of A Typical Blog: Blogroll
      • A public list of links to the homepages of other blogs a blog author finds noteworthy
      • A public endorsement of sorts
      • May contain few or dozens of links to other blogs
    30. This presentation is a portion of the Social Media and CRM 2.0 Professional Certification Seminar Series Learn more about the series here: http://www. socialcustomer .com http://www.bptpartners.com/socialmedia_agenda.aspx http://www.the56group.typepad.com/

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