What’s A Blogger to Do?Content, Search & the Social Web                                   Dan McCarthy                    ...
From Machines to People                          2
Social isn’t Search• Search provides a quick  way for consumers to find  specific things that they  want• Social provides ...
Social is a BloggingStrategy   Blog A—Launched:    8/07     Blog B—Launched:    1/09   2011 posts             77    2011 p...
Adopt A New Paradigm                       5
The Social Web provides the Participate Toolkit                                                  6
Goals Drive Your Choices            • I want to satisfy my creative urges and              share.            • I want to g...
The Participate Schema                         Send to home base                         • I want to be published elsewher...
The Concept of “ContentAssets”            • Publish  Distribute Paradigm               – Content is presented on a page, ...
The Rules Are DifferentPublish Rules               Participate Rules• Conform to Google best    • Share, post, repost in  ...
THANK YOU.                              Dan McCarthy                           @danielrmccarthy             www.themediatr...
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What's a Blogger to Do? Content, Search & the Social Web

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Faced with choices about optimizing for search or immersing in social media, bloggers need a framework for thinking about how to spend their time. In this presentation, I outline the different components of a publish:distribute strategy as contrasted with a create:participate strategy, and talk about how to make choices to be more effective in achieving your goals.

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Transcript of "What's a Blogger to Do? Content, Search & the Social Web"

  1. 1. What’s A Blogger to Do?Content, Search & the Social Web Dan McCarthy 1
  2. 2. From Machines to People 2
  3. 3. Social isn’t Search• Search provides a quick way for consumers to find specific things that they want• Social provides a way for consumers to stay engaged with people they like• Search isn’t Social 3
  4. 4. Social is a BloggingStrategy Blog A—Launched: 8/07 Blog B—Launched: 1/09 2011 posts 77 2011 posts 21 Total posts 515 Total posts 493 FB Likes 821 FB Fans 597 Twitter followers 1243 Twitter followers 1505 Tweets 14,817 Tweets 3,764 4
  5. 5. Adopt A New Paradigm 5
  6. 6. The Social Web provides the Participate Toolkit 6
  7. 7. Goals Drive Your Choices • I want to satisfy my creative urges and share. • I want to get more clients. • I want to be seen as an authority. • I want to get new ideas. • I want to sell ads. • I want to sell my product. • I want to meet specific people. • I want to be recognized. • I want to be published elsewhere. 7
  8. 8. The Participate Schema Send to home base • I want to be published elsewhere. • I want to get more clients. • I want to be seen as an authority. • I want to sell ads. • I want to sell my product. Participate • I want to satisfy my creative urges and share. • I want to be seen as an authority. • I want to get new ideas. • I want to meet specific people. • I want to be recognized. 8
  9. 9. The Concept of “ContentAssets” • Publish  Distribute Paradigm – Content is presented on a page, organized into a traditional format, including text & images. • Create  Participate Paradigm – Content is created through a series of creating actions – writing, commenting, photographing, linking, enhancing, collecting, taping – and shared with a community on multiple platforms. Content Assets: • Photo • Audio • Comment • Writing • Link • Reaction • Video • Observation 9
  10. 10. The Rules Are DifferentPublish Rules Participate Rules• Conform to Google best • Share, post, repost in practices your most important• Frequent, structured communities content publishing is • Content ‘bits’ drive rewarded engagement• Don’t repeat yourself • Make structured• Focus on driving people publishing an event to your home base • You’re not always the focus 10
  11. 11. THANK YOU. Dan McCarthy @danielrmccarthy www.themediatransformation.com 11

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