Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

BRANDING: NOT JUST FOR THE BIG DOGS

WHO ARE WE?Katy Widrickkatywidrick.com@kwidrick

WHO ARE WE? Jess Milcetich jessruns.com @jessmilcetich

WHAT IS THIS?

Healthy Living Blogger Survey62 Questions Basic Stats, Blogging History and Future, Income, etc.394 ResponsesSee Where You Fit In...and Where You Can StandOut!

WHAT ISA BRAND?You dont BRAND yourself once andcall it done – you refine, revamp andreturn to your brand with every post. Think “if this were the day that TheNew York Times/Oprah Winfrey/my grandmother saw my blog, would it fulfill my mission statement?”

STOP, COLLABORATE,QUANTITATE & LISTEN

STOPDO A BLOG ASSESSMENT

STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?

STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?

STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?Would the average person understand your blog’s name, taglineand what’s in your navigation bar?

STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?Would the average person understand your blog’s name, taglineand what’s in your navigation bar?Would people recognize your blog just by looking at it, withoutknowing the URL?

WHOSE BANNER IS IT?

DID YOU GUESS RIGHT?

ACTION ITEMS

ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short version

ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short versionAdd a clear About page Mission statement should be clear on this page Include a current photo

ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short versionAdd a clear About page Mission statement should be clear on this page Include a current photoMake it easy for people to contact you Include email address and Twitter handle on a Contact Page

ABOUT: SHORT VS. LONG

ACTION ITEMS

ACTION ITEMSUse categories to illustrate blog’s mission

ACTION ITEMSUse categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog

ACTION ITEMSUse categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog Examples: Recipes, Workouts, Photography, etc.

OFFER OPTIONS!

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feed

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/Burn separate feeds in Feedburner

OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/Burn separate feeds in FeedburnerConsider a plugin or customgraphics

WHAT’S IN A NAME?

WHAT’S IN A NAME? Are you happy with your blog name? URL?

WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK!

WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em

WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain?

WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host?

WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host? The good...and the bad

POP QUIZ!photo source: http://www.starandstyle.com/

POP QUIZ!

What They Did RightWeren’t Afraid to Stand Out or Be Laughed AtIdentifiable -- You Know Their Names!Had the Potential to Go ViralMade You Want to Go Back for MoreGave You a Reason to Share With Friends

BLOGGING RESUME/MEDIA KIT

BLOGGING RESUME/MEDIA KITPublic or private

BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and more

BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and moreKey points:

BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and moreKey points: Years in business Areas of expertise Press Coverage Testimonials Statistics/Ad Rates Contact Information

EXAMPLES Templates: http://www.mombloggersclub.com/page/ media-kit-template-for-mom http://www.scribd.com/doc/12759264/ Media-Kit-Template Word Processing Software Pages (Mac) Power Point

COLLABORATE We’re Better Together

COLLABORATE

COLLABORATEGuest blogging:

COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them

COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community

COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community Don’t blast the same email to several bloggers; make sure you know what the blogger you’re pitching covers, and write your email accordingly

COLLABORATE

COLLABORATEModerate a live chat:

COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!)

COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing

COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing It’s a good way to get your name known within a community

COLLABORATE

COLLABORATEWork with reporters:

COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic

COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/)

COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/) ProfNet is a pay service similar to HARO; new ProfNet Connect lets experts set up free profiles that reporters can search to find experts in specific areas (http://profnet.com)

BLOGGING BUDDIES

BLOGGING BUDDIESReach out for commenting, sharing, etc.

BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers

BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky!

BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky!Google Groups, Facebook Groups, Email Chains

QUANTITATE It’s All About Analytics

QUANTITATE

QUANTITATEKnow who is reading/subscribing and what they do when they’rethere

QUANTITATEKnow who is reading/subscribing and what they do when they’rethereAnalytics (Wordpress/Blogger stats, Google Analytics, Feedburner,etc.)

QUANTITATEKnow who is reading/subscribing and what they do when they’rethereAnalytics (Wordpress/Blogger stats, Google Analytics, Feedburner,etc.) Once you figure out what gets people to visit, comment, etc., you can customize your posts, schedule, etc.!

QUANTITATE

QUANTITATESet up a regular blogging schedule

QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts

QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each

QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized

QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes

QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes Schedule can be flexible

QUANTITATE

QUANTITATECalls to action:

QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it

QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment

QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it

QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it Use action words like “Subscribe here” “Follow me” “Friend me” “Leave a comment”

CALLS TO ACTION

LISTEN“The most precious gift we can offer anyone is our attention.”

LISTEN

LISTENRespond to comments:

LISTENRespond to comments: Use a comment plugin that lets you respond by email

LISTENRespond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily

LISTENRespond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily Disqus, Intense Debate, CommentLuv and WordPress plugins are all options

EXAMPLES

HOW TO DO ALL THAT YOU WANT TO DO? The Nitty Gritty

MANAGE EFFICIENTLY

MANAGE EFFICIENTLYPublish in more than one place:

MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places

MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks?

MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com

MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1%

MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1% Do your posts go out in an email to subscribers?

MANAGE EFFICIENTLY

MANAGE EFFICIENTLYFacebook page for your blog:

MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts

MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved

MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB

MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB

MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB Most important; Make it a rich experience, more than what people would get on your blog.

WHEN TO PUBLISH

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days

WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days Tweet your links multiple times for most effect

MEASURE SUCCESS

MEASURE SUCCESS Analytics Page Views, Visits Comments FB Insights Email Subscribers Feed Subscribers

MANAGE EXPECTATIONS

MANAGE EXPECTATIONSYou have a good blog!

MANAGE EXPECTATIONSYou have a good blog!But you can always improve something

MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmed

MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmedMonitor those changes to see how they impact your numbers

MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmedMonitor those changes to see how they impact your numbersUnderstand it will take time for you to see big changes in readership,comments or subscribers

THE BAD WITH THE GOOD

THE BAD WITH THE GOODNo Press is Bad Press?

THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press:

THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussion

THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussionHave a basic crisismanagement plan at the ready

THE ENDKaty Widrick Jess Milcetichkatywidrick.com jessruns.com@kwidrick @jessmilcetich

Credits Downloads made possible by:Music: “Born This Way” by Lady Gaga (available on iTunes) “Ice Ice Baby” by Vanilla Ice (available on iTunes) Photos: 123rf.com Makeover Blog Examples: http://theconcreterunner.com/ http://ahealthyjd.com/ (courtesy http://bloggenie.ca)

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Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

by Katy Widrick on May 14, 2011

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Branding: Not Just for the Big Dogs (Fitbloggin’ 2011) — Presentation Transcript