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The Business of Blogging Jennifer Evans Laycock Director of Social Media, SiteLogic @jenniferlaycock [email_address]
How Do You Blog?
Who blogs?
Who blogs?
Who blogs? <ul><li>Corporate bloggers:  </li></ul><ul><ul><li>69% are also personal bloggers </li></ul></ul><ul><ul><li>65...
Who blogs?
Who blogs?
What Do People Blog? Music is more popular and politics is less popular in Asia, while personal, lifestyle, and religious ...
Why Do People Blog?
People trust blogs
The flow of conversation… Joe Blogger
So they’re growing, who cares? “ Every new blog, every new post and every new comment makes it more likely someone will ta...
You can’t ignore blogs… <ul><li>Fast moving wo r d of mouth… </li></ul>
Don’t let fear hold you back <ul><li>People will talk about you or your company. </li></ul><ul><li>Will you listen and res...
Citizen journalism is the new news
The social technographic ladder
The Conversation Happens in Two Places Your Blog Their Blog
Your own blog – Biggest challenge <ul><li>Who will  </li></ul><ul><li>do it? </li></ul>One writer, or many?
A warning about blog marketing
Reasons to blog – Add personality
Reasons to blog – Feedback cycle “ One of the most common requests for change from our Customers is to add assigned seatin...
Reasons to blog – Feedback cycle Roughly 1/3 of comments come from SW Employees Customers change C-level’s minds * 90% aga...
Reasons to blog – Build community <ul><li>Based in Finland, popular in U.S.  </li></ul><ul><li>Losing ground to cheaper al...
<ul><li>Results? </li></ul>Reasons to blog – Build community <ul><li>Branded mentions up 400%  </li></ul><ul><li>1,200 mem...
Reasons to blog – Emotional investment As with many smaller sheet metal companies, there tends to be quite a bit of sub-co...
Reasons to blog – Emotionally invest Gross revenue has TRIPLED 30%-40% of income from blog leads 50,000 unique visitors a ...
Reasons to blog – Educate Gain credibility in your field by becoming a resource…
Reasons to blog – The Press
Reasons to blog – Bolster your brand
Reasons to blog – Create demand Reaching and educating a whole new audience… Young (40), savvy and travels the world. The ...
Reasons to blog – Sell products
5 Things to know before you blog
How not to blog…Don’t fake it Charlie has a PSP. Jeremy doesn’t. Charlie wants to help. Of course Charlie is really Zipato...
How not to blog – throw away the mirror Almost no comments…people just don’t care.
How not to blog…with thin skin
<ul><li>Don’t rest on your laurels… </li></ul>How not to blog…sporadically
Boosting your blog – Ask questions Let your readers add to the content…
Boosting your blog – Use pictures
<ul><li>Use the CopyBlogger formula </li></ul><ul><ul><li>Who Else Wants [blank]?  </li></ul></ul><ul><ul><li>The Secret o...
Get their attention – Good headlines Original “ Diggified”
Get their attention - Controversy
Get their attention – Give credit
Get their attention – Talk WITH them If they comment, respond! <ul><li>Draw people in </li></ul><ul><li>Get new content id...
Get their attention – Go elsewhere Find other blogs and add quality comments to them Comment early to reach readers Commen...
Get their attention – Share with Neighbors
Get their attention – Blog carnival Exposure to new,  but related audiences Multiple bloggers, one topic Great way to get ...
Social Media Launchpoint: Flickr <ul><li>Which Impacts You More? </li></ul>“ Of all of our inventions for mass communicati...
Flickr – An Engaged Community
Flickr – Links that Deliver
So Many Reasons to Love Flickr… <ul><li>Learn the tools… </li></ul><ul><ul><li>http://www.quickonlinetips.com/archives/200...
Social Media Launch Point: Twitter
Twitter – Create Your Listening Board
The Power of the ReTweet
So Many Reasons to Love Twitter… <ul><li>Learn the ropes… </li></ul><ul><ul><li>“ From Twits to Tweeple” a Five Part Serie...
Social Media Launch Point: YouTube
YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test ...
So Many Reasons to Love YouTube…
Social Media Launch Point - Networks
So Many Things to Love about Social Networks
Blogging checklist Bonus!
Motivate your readers – Link love Links are the currency of the web…
Connect with the community – blog roll
Learn Who Influences…Not Who is Popular 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email...
Why We Love Blogs - The Value Triangle
Start your pitch with the right bloggers…
Finding the right blogs Copyright © 2007 Jennifer Laycock/Search Engine Guide Use blog search engines to find good fits Tr...
Number one rule of pitching bloggers… Take the time to READ their blog!
How to pitch a blogger
Pitching Checklist
Ethical blog pitches <ul><li>No false information </li></ul><ul><li>Full disclosure </li></ul><ul><li>Respect blogger boun...
Follow My List…Avoid This Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”
A Note About Gender… Women are three times more likely to share personal stories with a friend than men.  Allow them to re...
Foster relationships
Offer advance looks… BIG LESSON: Full Disclosure is a must!
Offer reader discounts Doesn’t work with all bloggers…
Offer breaking news Give a blogger an exclusive The right blog can spread word fast! If it’s juicy, they’ll share it.
Entice with affiliate deals Read the site first to see if they do affiliate posts…
Pay for posts… “ No doubt about it. Michael Nivola is a smart guy who has done some smart things. However, ordering a revi...
Product reviews Nikon sends new D80 to top Flickr users Tons of buzz among target audience Blogger version follow-up…
Follow the Rules of Viral Marketing
Ask Yourself… Ideas spread because they matter to the spreader…
How NOT to treat bloggers… U.S. College sports group lays down “live blogging” rules Soccer: five times per half, one at h...
How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasqua...
Things I Don’t Care About (Neither do They)
Managing your reputation
The Power of a Good Post When I came home this last time, I had an email from Zappos asking about the shoes, since they ha...
The Power of a Bad Post…
Keep track of the conversation
A Reminder Why Blogs Work… People Don’t Trust Ads People Trust Friends People Trust Strangers The Web Connects Everyone ha...
Tracking results…
Track pick-up of post…
Track new links from posts… Lesson learned: Watch this blog for new topics  worth  writing about Blog posts can score you ...
Track comments… Look for patterns in what posts attract comments
Track sales… Pre-controversy: average $250 a month in sales Post-controversy: average $1000 a month in sales
Track pickup on social news Helps gauge how quickly word is spreading…
Engagement rates for The Lactivist
Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources  during the “Pork Event” and after. . ....
Thanks! Jennifer Evans Laycock Director of Social Media SiteLogic [email_address]
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SESUK Training Laycock Blogging

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From SES Training in London in February ’09. Four hour training seminar covering why a company might blog, how to form a corporate blog strategy, how to create a blogger outreach program and how to pitch.

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  • Transcript of "SESUK Training Laycock Blogging"

    1. 1. The Business of Blogging Jennifer Evans Laycock Director of Social Media, SiteLogic @jenniferlaycock [email_address]
    2. 2. How Do You Blog?
    3. 3. Who blogs?
    4. 4. Who blogs?
    5. 5. Who blogs? <ul><li>Corporate bloggers: </li></ul><ul><ul><li>69% are also personal bloggers </li></ul></ul><ul><ul><li>65% are professional bloggers </li></ul></ul><ul><li>Professional bloggers: </li></ul><ul><ul><li>59% are also personal bloggers </li></ul></ul><ul><ul><li>17% are corporate bloggers </li></ul></ul>
    6. 6. Who blogs?
    7. 7. Who blogs?
    8. 8. What Do People Blog? Music is more popular and politics is less popular in Asia, while personal, lifestyle, and religious topics are less popular in Europe
    9. 9. Why Do People Blog?
    10. 10. People trust blogs
    11. 11. The flow of conversation… Joe Blogger
    12. 12. So they’re growing, who cares? “ Every new blog, every new post and every new comment makes it more likely someone will talk about you.”
    13. 13. You can’t ignore blogs… <ul><li>Fast moving wo r d of mouth… </li></ul>
    14. 14. Don’t let fear hold you back <ul><li>People will talk about you or your company. </li></ul><ul><li>Will you listen and respond? </li></ul>
    15. 15. Citizen journalism is the new news
    16. 16. The social technographic ladder
    17. 17. The Conversation Happens in Two Places Your Blog Their Blog
    18. 18. Your own blog – Biggest challenge <ul><li>Who will </li></ul><ul><li>do it? </li></ul>One writer, or many?
    19. 19. A warning about blog marketing
    20. 20. Reasons to blog – Add personality
    21. 21. Reasons to blog – Feedback cycle “ One of the most common requests for change from our Customers is to add assigned seating…we do listen intently to our Customers and do our best to give them what they want so it only makes sense to extensively research and evaluate this possibility.”
    22. 22. Reasons to blog – Feedback cycle Roughly 1/3 of comments come from SW Employees Customers change C-level’s minds * 90% against assigned seating They TELL readers they have impacted things…
    23. 23. Reasons to blog – Build community <ul><li>Based in Finland, popular in U.S. </li></ul><ul><li>Losing ground to cheaper alternatives </li></ul><ul><li>Scoured blogs, forums for ambassadors </li></ul><ul><li>3 days training, paid for 15 hours of work a week </li></ul>
    24. 24. <ul><li>Results? </li></ul>Reasons to blog – Build community <ul><li>Branded mentions up 400% </li></ul><ul><li>1,200 members of the community </li></ul><ul><li>Conversations save the company money (bad paper) </li></ul><ul><li>Sales are up! </li></ul>KEY POINT: Marketing leaves them alone!
    25. 25. Reasons to blog – Emotional investment As with many smaller sheet metal companies, there tends to be quite a bit of sub-contracting that goes on. Obviously, the smaller you are the less facilities you have in-house. And the busier you get, the more sub-contracting out you need to do. Anyway, I’m not going to start babbling about their utter ineptitude as it’s worth an entire blog in itself. But do keep your hand on the proverbial dial in case I ever spill the beans on somebody getting arrested for shot-blasting the wrong bridge in Scotland during the rush hour, or regale you with stories involving classic cars having their roof nearly ripped off due to positioning said car with a forklift truck’s forks through the windows so painting the thing would be a bit easier .
    26. 26. Reasons to blog – Emotionally invest Gross revenue has TRIPLED 30%-40% of income from blog leads 50,000 unique visitors a month From 3 to 5 employees – seeking bigger location
    27. 27. Reasons to blog – Educate Gain credibility in your field by becoming a resource…
    28. 28. Reasons to blog – The Press
    29. 29. Reasons to blog – Bolster your brand
    30. 30. Reasons to blog – Create demand Reaching and educating a whole new audience… Young (40), savvy and travels the world. The “rock star” of bespoke tailors.
    31. 31. Reasons to blog – Sell products
    32. 32. 5 Things to know before you blog
    33. 33. How not to blog…Don’t fake it Charlie has a PSP. Jeremy doesn’t. Charlie wants to help. Of course Charlie is really Zipatoni, a self-proclaimed viral marketing firm. Blog gets pulled, Zipatoni gets negative press, Sony looks terrible
    34. 34. How not to blog – throw away the mirror Almost no comments…people just don’t care.
    35. 35. How not to blog…with thin skin
    36. 36. <ul><li>Don’t rest on your laurels… </li></ul>How not to blog…sporadically
    37. 37. Boosting your blog – Ask questions Let your readers add to the content…
    38. 38. Boosting your blog – Use pictures
    39. 39. <ul><li>Use the CopyBlogger formula </li></ul><ul><ul><li>Who Else Wants [blank]? </li></ul></ul><ul><ul><li>The Secret of [blank] </li></ul></ul><ul><ul><li>Little Known Ways to [blank] </li></ul></ul><ul><ul><li>Get Rid of [problem] Once and For All </li></ul></ul><ul><ul><li>Here is a Method That is Helping [blank] to [blank] </li></ul></ul><ul><ul><li>Here’s a Quick Way to [solve a problem] </li></ul></ul><ul><ul><li>Now You Can Have [something desirable] [great circumstance] </li></ul></ul><ul><ul><li>[Do something] like [world-class example] </li></ul></ul><ul><ul><li>Have a [or] Build a [blank] You Can Be Proud Of </li></ul></ul><ul><ul><li>What Everybody Ought to Know About [blank] </li></ul></ul>Get their attention – Good headlines
    40. 40. Get their attention – Good headlines Original “ Diggified”
    41. 41. Get their attention - Controversy
    42. 42. Get their attention – Give credit
    43. 43. Get their attention – Talk WITH them If they comment, respond! <ul><li>Draw people in </li></ul><ul><li>Get new content ideas </li></ul><ul><li>Spark conversation </li></ul><ul><li>elsewhere </li></ul><ul><li>Give them attention </li></ul>
    44. 44. Get their attention – Go elsewhere Find other blogs and add quality comments to them Comment early to reach readers Comment later to reach author Strong presence or diversified reach?
    45. 45. Get their attention – Share with Neighbors
    46. 46. Get their attention – Blog carnival Exposure to new, but related audiences Multiple bloggers, one topic Great way to get involved with your community
    47. 47. Social Media Launchpoint: Flickr <ul><li>Which Impacts You More? </li></ul>“ Of all of our inventions for mass communication, pictures still speak the most universally understood language.” - Walt Disney
    48. 48. Flickr – An Engaged Community
    49. 49. Flickr – Links that Deliver
    50. 50. So Many Reasons to Love Flickr… <ul><li>Learn the tools… </li></ul><ul><ul><li>http://www.quickonlinetips.com/archives/2005/03/great-flickr-tools-collection/ </li></ul></ul>
    51. 51. Social Media Launch Point: Twitter
    52. 52. Twitter – Create Your Listening Board
    53. 53. The Power of the ReTweet
    54. 54. So Many Reasons to Love Twitter… <ul><li>Learn the ropes… </li></ul><ul><ul><li>“ From Twits to Tweeple” a Five Part Series at Search Engine Guide </li></ul></ul>
    55. 55. Social Media Launch Point: YouTube
    56. 56. YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test out their strength. One day I wandered in to the demo room and saw sawdust on the floor. Tom was testing out the blenders again, this time it was a 2 x 2 jammed into the blender to see if he could destroy the blender or the 2 x 2. “ -George Write, Marketing Director First five videos cost roughly $100 The Today Show, iVillage, Newsweek, Playboy, NY Times Online sales quadrupled. $400
    57. 57. So Many Reasons to Love YouTube…
    58. 58. Social Media Launch Point - Networks
    59. 59. So Many Things to Love about Social Networks
    60. 60. Blogging checklist Bonus!
    61. 61. Motivate your readers – Link love Links are the currency of the web…
    62. 62. Connect with the community – blog roll
    63. 63. Learn Who Influences…Not Who is Popular 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social networks Who reaches people? Who do people trust?
    64. 64. Why We Love Blogs - The Value Triangle
    65. 65. Start your pitch with the right bloggers…
    66. 66. Finding the right blogs Copyright © 2007 Jennifer Laycock/Search Engine Guide Use blog search engines to find good fits Traffic Details Posts
    67. 67. Number one rule of pitching bloggers… Take the time to READ their blog!
    68. 68. How to pitch a blogger
    69. 69. Pitching Checklist
    70. 70. Ethical blog pitches <ul><li>No false information </li></ul><ul><li>Full disclosure </li></ul><ul><li>Respect blogger boundaries </li></ul><ul><li>No automated posting </li></ul><ul><li>Products do not obligate bloggers </li></ul>
    71. 71. Follow My List…Avoid This Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”
    72. 72. A Note About Gender… Women are three times more likely to share personal stories with a friend than men. Allow them to retain full control of the message or discount… But….
    73. 73. Foster relationships
    74. 74. Offer advance looks… BIG LESSON: Full Disclosure is a must!
    75. 75. Offer reader discounts Doesn’t work with all bloggers…
    76. 76. Offer breaking news Give a blogger an exclusive The right blog can spread word fast! If it’s juicy, they’ll share it.
    77. 77. Entice with affiliate deals Read the site first to see if they do affiliate posts…
    78. 78. Pay for posts… “ No doubt about it. Michael Nivola is a smart guy who has done some smart things. However, ordering a review from John Chow dot Com for the Seven Day System may have not been the smartest thing to do.”
    79. 79. Product reviews Nikon sends new D80 to top Flickr users Tons of buzz among target audience Blogger version follow-up…
    80. 80. Follow the Rules of Viral Marketing
    81. 81. Ask Yourself… Ideas spread because they matter to the spreader…
    82. 82. How NOT to treat bloggers… U.S. College sports group lays down “live blogging” rules Soccer: five times per half, one at half time Lacrosse: three per quarter, one at half time Rowing: Ten per day
    83. 83. How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasquale, but we owe him nothing as far as I'm concerned. Let him tell the world how bad we are. He's never flown us before anyway and will be back when we save him a penny. “ &quot;We wouldn't respond to a blog post. This goes back to the larger question of the veracity of everything you read on Internet blogs. Our customer service is great.&quot;
    84. 84. Things I Don’t Care About (Neither do They)
    85. 85. Managing your reputation
    86. 86. The Power of a Good Post When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy. Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is. So… IF YOU BUY SHOES ONLINE, GET THEM FROM ZAPPOS . I
    87. 87. The Power of a Bad Post…
    88. 88. Keep track of the conversation
    89. 89. A Reminder Why Blogs Work… People Don’t Trust Ads People Trust Friends People Trust Strangers The Web Connects Everyone has a Voice Niches Flourish
    90. 90. Tracking results…
    91. 91. Track pick-up of post…
    92. 92. Track new links from posts… Lesson learned: Watch this blog for new topics worth writing about Blog posts can score you some nice quality links…
    93. 93. Track comments… Look for patterns in what posts attract comments
    94. 94. Track sales… Pre-controversy: average $250 a month in sales Post-controversy: average $1000 a month in sales
    95. 95. Track pickup on social news Helps gauge how quickly word is spreading…
    96. 96. Engagement rates for The Lactivist
    97. 97. Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . . Link rates for The Lactivist
    98. 98. Thanks! Jennifer Evans Laycock Director of Social Media SiteLogic [email_address]

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