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 …

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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  • 1. What’s A Blogger to Do?Content, Search & the Social Web Dan McCarthy 1
  • 2. From Machines to People 2
  • 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. 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. Adopt A New Paradigm 5
  • 6. The Social Web provides the Participate Toolkit 6
  • 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. 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. 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. 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. THANK YOU. Dan McCarthy @danielrmccarthy www.themediatransformation.com 11