The rewards of blogging Builds community Search Engine rankings: Search friendly design Attract links Feedback loop
Key success factors: Identify powerful communities and individuals Identify content ‘holes’ Consider your SEO (keywords!) Who do we have access to - ‘the revealing interview’ Social Media Optimisation Create a blogging culture internally
Remember: social media influencers are unique Short attention span: they get info served to them Selfish: ‘What will I get for sharing this?’ Often younger, affluent, urban
Track outgoing communications (PR) by monitoring a piece of unique text
Use the data you gather to build profiles of influencer’s who you can target for future campaigns
Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?