How to Blog

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Best practices from Geoff Livingston of Zoetica (http://geofflivingston.com)

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How to Blog

  1. 1. Blogging: The Basics A Webinar Developed by Zoetica ©2010
  2. 2. What’s a blog? <ul><li>A two-way conversation </li></ul><ul><li>An authentic voice </li></ul><ul><li>Characteristics: </li></ul><ul><li>Journal-esque entries </li></ul><ul><li>Reverse chronological order </li></ul><ul><li>Features: blog roll, about, recent posts, archives </li></ul>
  3. 3. Why Blog? <ul><li>Thought leadership </li></ul><ul><li>Share experiences and value w/ community </li></ul><ul><li>SEO </li></ul><ul><li>Provide capture point for marketing initiatives </li></ul><ul><li>Influence the media </li></ul><ul><li>Crisis PR </li></ul><ul><li>And much, much more </li></ul>
  4. 4. Guiding Questions <ul><li>Are you ready? </li></ul><ul><li>What’s the purpose (larger goals)? </li></ul><ul><li>Who will own it? </li></ul><ul><li>What topics will you cover? </li></ul><ul><li>What’s your comment policy? </li></ul><ul><li>How do you want to engage: Participation, value, influence and/or empowerment? </li></ul><ul><li>How much time will you allocate? </li></ul><ul><li>How will you market your blog? </li></ul>
  5. 5. Stakeholder Experience Revolves Around Two Things <ul><li>Cause As It Relates to Them </li></ul><ul><li>Complete Integrated Experience </li></ul>
  6. 6. Structuring Your Content
  7. 7. Content: Editorial Mission <ul><li>The editorial mission serves as a compass </li></ul><ul><li>Determines topics </li></ul><ul><li>Coming up with ideas can be a brainstorm </li></ul><ul><li>How do the topics tie to your work? </li></ul><ul><li>Your stakeholders? </li></ul><ul><li>Do you have commentary to add? </li></ul>
  8. 8. Content: Bringing the Editorial Mission to Life <ul><li>Think in brush strokes </li></ul><ul><li>Color commentary on pertinent topics </li></ul><ul><li>Posts are often 3-10 paragraphs in length </li></ul><ul><li>Fully researched concepts can be broken into several posts </li></ul>
  9. 9. Content: Tone <ul><li>It’s not a formal business document </li></ul><ul><ul><li>Personality should be included </li></ul></ul><ul><ul><li>Write it like you were talking with someone on a Saturday </li></ul></ul><ul><li>Remove unnecessary 1 st person (I, me) </li></ul><ul><li>Edit for grammar </li></ul>
  10. 10. Content: Structure <ul><li>Long diatribes will drive people away </li></ul><ul><li>Ideal paragraph length is 3-6 lines </li></ul><ul><li>Posts greater than 10 paragraphs should be 1) stellar or 2) broken into multiple posts </li></ul><ul><li>Minimum of three links to other blogs per post </li></ul><ul><li>Ideal: Video, audio to supplement </li></ul><ul><li>Must: A picture for each post </li></ul>
  11. 11. Content: Researching Links, Photos <ul><li>Flickr Creative Commons for Images: http://www.flickr.com/creativecommons/ </li></ul><ul><li>Make sure to provide attribution </li></ul><ul><li>Places to research blog posts for crosslinks: </li></ul><ul><ul><li>s.technorati.com </li></ul></ul><ul><ul><li>blogsearch.google.com </li></ul></ul><ul><ul><li>Icerocket.com </li></ul></ul><ul><li>Use key words and phrases from posts to find links </li></ul><ul><li>Ideal: You or PR firm is using del.icio.us to build reservoir of links, informative posts </li></ul>
  12. 12. In The Past…
  13. 13. Call to Action!
  14. 14. Integration Creates Opportunity <ul><li>Outbound </li></ul><ul><li>Email </li></ul><ul><li>Webinars </li></ul><ul><li>White papers </li></ul><ul><li>Events </li></ul><ul><li>Ads </li></ul><ul><li>Loyalist activities </li></ul><ul><li>= </li></ul><ul><li>Identity, opportunities, loyalty </li></ul><ul><li>Inbound </li></ul><ul><li>More information </li></ul><ul><li>Participation invites </li></ul><ul><li>Feedback loops </li></ul><ul><li>Harness group intel, activity (PM) </li></ul><ul><li>User gen. content </li></ul><ul><li>Fluid enterprise </li></ul><ul><li>= </li></ul><ul><li>Socialprise </li></ul>
  15. 15. Promotion <ul><li>Socnet participation </li></ul><ul><li>Bookmarking/sharing </li></ul><ul><li>Comment on and link to other blogs </li></ul><ul><li>Blog roll </li></ul><ul><li>Register the blog with Technorati, Google Blogs, and other blog search engines – Tags help! </li></ul><ul><li>Include the blog’s url in your email signature, business card, social network profiles </li></ul>
  16. 16. Frequency & Fodder <ul><li>The more you post, the better </li></ul><ul><ul><li>2 - 3 times a week is a good goal </li></ul></ul><ul><ul><li>Be consistent </li></ul></ul><ul><li>Need ideas? </li></ul><ul><ul><li>Read other blogs on your topic </li></ul></ul><ul><ul><li>Stay on top of news related to your topic </li></ul></ul><ul><ul><li>Your offline experiences are valuable & a great platform for a unique idea or perspective </li></ul></ul><ul><ul><li>Keep an idea log for future posts </li></ul></ul>
  17. 17. Comments <ul><li>Acknowledge and listen </li></ul><ul><li>Always good to engage commenters, but you don’t have to answer every one. </li></ul><ul><li>Thank yous works </li></ul><ul><li>Negative comments are good! </li></ul><ul><li>Not all negative comments warrant a return, especially repeats </li></ul>
  18. 18. Handling Trolls <ul><li>Identify through search, previous Incidents </li></ul><ul><li>Attention seekers </li></ul><ul><li>Don’t feed the trolls! </li></ul><ul><li>If it’s serious, state your facts on your blog referencing the situation </li></ul><ul><li>Nikon D80 example </li></ul>
  19. 19. Community <ul><li>Your blog is not an island </li></ul><ul><li>Meet your community beyond your own blog: </li></ul><ul><ul><li>Socnet groups </li></ul></ul><ul><ul><li>Niche socnets (e.g., Ning) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Who else is writing about your topic? </li></ul><ul><li>Say hello, link to them, start a conversation </li></ul>
  20. 20. Metrics that Matter <ul><li>Call-to-action results </li></ul><ul><li>Inbound links (Technorati Authority; Google) </li></ul><ul><li>Post: Comment ratio </li></ul><ul><li>RSS Subscribers </li></ul><ul><li>Traffic: </li></ul><ul><ul><li>Visitors/page views </li></ul></ul><ul><ul><li>Referring sites </li></ul></ul><ul><ul><li>Referring keywords </li></ul></ul>
  21. 21. Images Used <ul><li>Neutron star 2004 by NASA http://www.flickr.com/photos/pingnews/291708133/ </li></ul><ul><li>Tree of Life, by quema http://www.flickr.com/photos/quemas/1394199592/ </li></ul><ul><li>Michelle, by digiart2001 http://www.flickr.com/photos/digiart2001/2143155562/ </li></ul><ul><li>Black glass by exothermic http://www.flickr.com/photos/exothermic/2277966148/ </li></ul><ul><li>New York Public Library by grahamwell http://www.flickr.com/photos/grahamwell/199603745/ </li></ul><ul><li>AOL by cpchannel, http://www.flickr.com/photos/cpchannel/144214539/ </li></ul><ul><li>Call to Action by Brick Marketing Consulting, http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg </li></ul><ul><li>Megaphone Man by Aazonearth http://flickr.com/photos/aazis/393250260/ </li></ul><ul><li>19 th February 2005 by http://flickr.com/photos/paulwatson/5070829/ </li></ul>

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