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Become a blogging superstar!

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How can your brand become a blogging superstar? Here is my take on that question with the three things that make a real difference in blogging. Learn what your blog is all about, how to create it and …

How can your brand become a blogging superstar? Here is my take on that question with the three things that make a real difference in blogging. Learn what your blog is all about, how to create it and how to make it really, really good.

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  • 1. Become a blogging superstar!
    Creating and nurturing your own media channel
    Vassilena Valchanova, 11 April 2011
  • 2. Hello!
    Vassilena Valchanova (Bulgaria)
    Agency work for 3 years (PetrolVilla Group, BMW, Wyeth Pharmaceuticals, LG Electronics)
    Marketing Co-ordinator for 1 year (Razer, Canyon, Prestigio)
    Blogger for 4 years (BG Top 20 overall, BG Top 3 in Marketing)
  • 3. The 3 things that make a difference in blogging
    What your blog is all about – Conversation, understanding, insight
    How to do it? – The Who, the What and the When of blogging
    How to be really good at it? – The listen/talk balance, earning eyeballs, making sense of numbers
  • 4. Introduction
  • 5. What is a blog?
    A place where you can frequently and engagingly discuss chosen topics with your target audience.
  • 6. Aren’t blogs passé?
    “I don’t use my blog anymore. All the people I’m trying to reach are on Facebook.”
    Pew Research: blogging falls 50% for 12-17 year-olds, 2% for 18-33 y.o.
    Users flocking to Facebook, Twitter
    Hybrid platforms (Tumblr, Posterous) emerging
    Data: New York Times, citing Pew Research
  • 7. Aren’t blogs passé?
    Blogs generate leads at costs below average: 55% agree
    Customer acquisition through blogs: 55% B2B, 63% B2C
    Publishing a company blog: 48% to 65% in 2 years
    36% of Fortune 100 companies blogging – few do it, you’ll stand out
    Data: The 2011 State of Inbound Marketing (HubSpot), Global Social Media Check-up 2011 (Burson-Marsteller)
    Rumors of my death are greatly exaggerated.
  • 8. What your blog is all about
  • 9. Again! What is YOUR blog?
    A place for:
    Starting a conversation
    Building understanding and trust
    Gathering customer insight
  • 10. Conversation
  • 11. Understanding and Trust
  • 12. Customer Insight
  • 13. How to do it?
  • 14. Creating your blog
    The technical part
    Leave it to the webteam
    Do it yourself
    Focus on the content
    http://www.squidoo.com/buildawebsite-blogplatform
  • 15.
  • 16. SEARCH
    HEADER
    OTHER PLACES
    SIDEBAR
    WIDGETS
    NAVIGATION
    TITLES
    EXCERPTS
    VISUALS
    SOCIAL SHARING
  • 17. The Who: Author(s)
    A corporate name for all posts – written by CorpComms
    Employee name for different posts – moderated by CorpComms
    Independent employee blogs
    Separate CEO blog
  • 18. The What: Content
    Explain what you do and what you stand for
    Give some “behind the scenes” knowledge
    Share advice
    It’s not about you, it’s about your audience
    Why so serious?
  • 19. The When: Planning
    Setting up goals and objectives
    Choosing KPIs
    Writing a blog development plan
    Creating an editorial calendar
  • 20. How to be really good at it?
  • 21. Listening and Talking
    “Hear” the comments
    on your blog
    on social media
    Reply
    often
    honestly
    quickly
    Talk on other blogs
    Do you have something to say?
  • 22. Attracting traffic
    Don’t sell
    No PR BS
    Be interesting
    Make sharing AEAP*
    Analyze and optimize:
    Your readers’ habits
    Your choice of topics
    *AEAP – as easy as possible
  • 23. ROB (Return on Blogging)
    Setting goals beforehand gives you good ROB indicators
    What do you want to measure:
    Reach (traffic, unique/new visitors, pageviews, time spent)
    Engagement (comments, Likes, shares, RTs)
    Site benefits (inbound traffic, SEO scores)
    Revenue (leads, goal completion)
  • 24. THANK YOU!
    @vasvalch
    http://www.linkedin.com/in/vassilenavalchanova
    http://vasvalch.com
  • 25. Photos
    Slide 1: http://www.flickr.com/photos/49653271@N05/5295920252/
    Slide 5: http://thenextweb.com/us/files/2010/08/blogging-requires-passion-and-authority-e1282142376774.jpg
    Slide 6: http://4.bp.blogspot.com/_gD-31MS_OMs/TMbeVhKFciI/AAAAAAAAAAM/hcO_PWXyauo/S748/(20)+Charlot+Charlie+Chaplin+0128.jpg
    Slide 7: http://www.zahradka-art.com/images/artwork/Mark%20Twain.jpg
    Slide 9: http://www.fotopedia.com/items/flickr-10677420
    Slide 19: http://www.flickr.com/photos/ahnmyrrh/3634153932/
    Slide 21: http://www.flickr.com/photos/rnphotos/4689893987/
    Slide 22: http://www.flickr.com/photos/kengz/67187556/
    Slide 23: http://www.flickr.com/photos/chortler/2280423748/
    Slide 24: http://www.flickr.com/photos/brentdanley/159680360/