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Blog/Social Media Workshop - Part I: Blog marketing basics. Blog content.Presentation Transcript
DMA Pre-Conference Intensive Everyones a Publisher: Blogs at the Heart of Social Media MarketingPART 1: Blog Marketing Basics Developed & Presented by Heidi Cohen President Riverside Marketing Strategies
Everyones a Publisher: Blogs at the Heart of Social Media Marketing• Part 1- Blog Marketing Basics – Getting Started• Part 2 – Blog Extras – Static Pages & Content• Part 3 – Blogs Socialize – Build Your Audience• Part 4 – Blogs Metrics – How Am I Doing• Bonus – WordPress Quick Start Bring your questions!
Blog Course Goals • Understand power of blogs as publishing platform for variety of business categories.• Write business case to add blogs to marketing & business plans.• Integrate major components into your blog before launch.• Create editorial plan to drive social media marketing.• Develop blog marketing strategy.• Measure blog results.
Welcome to the world of blogging!Photo credit:http://www.flickr.com/photos/andrec/145212734/sizes/m/in/photostream/
What ISa blog?
Blog Defined• Is website composed of various content formats including text, photographs, video, audio & presentations.• Consists of content management system (CMS) formatted for articles with single or multiple authors.• Supports search optimization via keyword rich content, blog architecture & links.• Distributes content via social media, RSS &/or email.• Allows engagement, real time & asynchronously via comments.
A BLOG Is …1. Marketing2. Media / Publishing3. Social media4. Search optimization5. Marcom6. Product support7. Personal journalOther (Fill in the blank)
Blogs = Media New & Old
IBM Blogs-Not just on company site Note: Not on IBM Site=>
Support Sales Body of post with linksLink on website with links to products
Blogging Begins: Cluetrain Manifesto ”A powerful global conversation has begun.Through the Internet, people are discovering andinventing new ways to share relevant knowledgewith blinding speed.As a direct result, markets are getting smarter—and getting smarter faster than mostcompanies.” Source: Cluetrain Manifesto
Theory Behind Social Media • The Law of the Few – Connectors-People who link people to others – Mavens-Information specialists – Salesmen-Persuaders • The Stickiness Factor- Message context increases impact & memorability. • The Power of Context – Human behavior is sensitive to &influenced by environment. Source: The Tipping Point-Malcom Gladwell
Who Blogs? • Average blogger spends 10+ hours/ week on blog • Has 3.5 blogs • 80% of bloggers blogging for 2+ years • 40% of respondents blog via smart phone or iPadData Source: http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/Photo http://www.flickr.com/photos/landschaft/409565691/sizes/m/in/photostream/
Who visits blogs?• 48% of blogs have less than 1,000 unique visitors/ month• 2% of blogs have 100,000+ unique visitors/ month• Social media drives blog traffic. – 87% of bloggers have Facebook page for blog – 56% of bloggers use Twitter to promote postsSource: http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/Photo credit: http://www.flickr.com/photos/honou/3350764803/
Corporate Bloggingby the numbersSource: University of Massachusetts Dartmouth
How do you make the case for a business blog?Photo credit: http://www.flickr.com/photos/mobileedgelaptopbags/3422761232/sizes/m/in/photostream/
Blogging Business Case1. Blogs provide owned 24/7 publishing platform. Can respond to PR crises & third party media.2. Blogs provide content regarding brand, products & company.3. Blogs provide food for social media & social sharing.4. Blogs provide information for variety of target audiences.5. Blogs provide content & linking that support search optimization.
Develop Marketing Personas http://www.flickr.com/photos/exfordy/128576390/sizes/m/in/photostream/
10 Marketing Persona Questions1. What are their demographics?2. What is their lifestyle?3. What are their interests?4. Who influences their product choices?5. What are their personal goals?6. What are they like emotionally?7. What are their past behaviors?8. What do they want from your company & products?9. What do they think of your competitors?10. What information do they want related to product decisions? Where are they when they need it Source: http://heidicohen.com/marketing-persona/
Who is your blog audience? Create basic marketing personasSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blogSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blogSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blog
With over 150 million blogs including 74,583 blogs started in last 24 hours, who needs yours?Data source: according to Nielsen’s BlogPulse,Photo credit: http://www.flickr.com/photos/restlessglobetrotter/2513014001/sizes/m/in/photostream/
What will your blog cover? 1. General news 2. Product related content – news, how-tos, recipes, etc. 3. Customers 4. Related human interest 5. Internal company information 6. Opinions 7. Distribute other forms of content Other ideas? …
Why Your Blog Needs BrandingPhoto source: http://www.flickr.com/photos/emilymills/3586292198/sizes/m/in/photostream/
Branding is...• Is shorthand marketing messages that create emotional bonds with consumers.• Composed of intangible elements (promise, personality, & positioning) & tangible elements (including logos, graphics, colors & sounds).• Has personality that creates perceived value that stand out since larger than sum of elements.• Tells story intricately intertwined with public perception• Is consistent. Are always the same & this gives customers warm fuzzy feeling Source: Http://HeidiCohen.com - All rights reserved
5 Questions to Build Blog Brand• If your blog was a car, what would it be & why?• If your blog was an animal, what would it be & why?• If your blog was a famous person, who would it be & why?• If your blog was a food, what would it be & why?• If your blog was a movie or television show, what would it be & why? Source: Http://HeidiCohen.com - All rights reserved
How Will You Brand Your Blog? (Or did you think you could skip this step?)Photo source: http://www.flickr.com/photos/nate/448413147/sizes/m/in/photostream/
13 Blog Branding Points (1)1. Blog theme Enhance visual layout & usability. Can be template, custom developed or combination.2. Color scheme. Are they associated with your brand?3. Typography. Should be consistent with brand image, & comfortable for target audience to read.4. Type size. Can readers see text?5. Type colors. Use color highlighting to liven up page & keep it easy-on-the-eyes.6. Backgrounds. Is site’s stage dressing. Don’t distract from content.7. Content presentation. How will text be laid out? Many readers just scan for information. Photo credit: http://www.flickr.com/photos/laffy4k/404298099/ Content source: http://HeidiCohen.com- All rights reserved 51
13 Blog Branding Points (2)8. Post metadata. Includes information about author, publication date, categories, tags & post excerpts.9. List & block quote style. Numbered/bulleted lists organize content. Block quotes identify other sources.10. Easy-to-understand navigation (aka UX or User Experience Design). Does it make sense to visitors?11. Static (Non-Post) page layout. Include about, content & policy pages. How should content look to readers?12. Mobile presentation. Doe syour blog render in a readable fashion on mobile devices?13. Internationalization Needed? Do you need to support other languages? Photo credit: http://www.flickr.com/photos/laffy4k/404298099/ Content source: http://HeidiCohen.com
Strong Visual Branding
Blog Layout: 1 or 2Columns
Columns on Both Sides
Blog Navigation / Menu Bar: What are you serving?
Two Levels of Navigation
Must Have Widgets• Search bar• Social media follow me• Email sign up• RSS subscription• Recent posts• Recent comments• Categories• Archive• Tag cloud• BONUS – Twitter feed &/or Blogroll
Company Blog Widgets Includes contact! Authors in lieu of blogroll
Must Have Plug-ins• Spam filter – To keep spam comments out• Database back up• SEO Plug-in• Add this / Share this• Google integration – Analytics – AdSense – Webmaster Tools• XML Sitemap – important for SEO• Editorial calendar
Strut Your Stuff -Post Your Badges
ThinkAbove the Fold
Is You Blog Secure? • Keep software up- to-date. • Don’t use obvious usernames (such as Admin or Editor) • Create strong passwords use combination of letters, numbers & symbols.Photo credit: http://www.flickr.com/photos/shannonpatrick17/520494193/
Potential Blog Problems1. Wrong address2. Content’s wrong3. Too many holiday decorations4. Don’t get past entryway5. Poorly designed website6. No one home Photo: http://www.flickr.com/photos/harrywood/4248316700/sizes/m/in/photostream/
Thank you for listening: Heidi CohenHeidi@RiversideMarketingStrategies.com @HeidiCohen http://HeidiCohen.com Any questions?
DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 2: Blog Extras Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
Where’s the Beef?(Hint: On a blog it’s called Content)Photo: http://www.flickr.com/photos/fotoosvanrobin/3487393966/sizes/m/in/photostream/
Why Bother With About Pages?• People like to deal with people.• Readers like to know that someone’s home BTWChris Brogan has 47 disclosures on his About page
10 About Page Must-Haves Show your face. ________________________ Who are you? _________________________ What do you do? ________________________ Show me the proof. ______________________ In the spotlight. _________________________ Give them something special. ______________ Tell me a secret. ________________________ Reach me now. ________________________ Include the fine print. ____________________ What are your house rules. ________________ Source: http://heidicohen.com/about-page-essentials/
Can You Contact Me? How do you want the public to get in touch with you?• Contact form• Phone number• Physical address• Social media• Hours – if needed• Map – if needed• Other resources – Customer service, PR, sales, etc.
Other Static Pages• Business description• Resource lists• Book shelf• Press• Other
Overarching Content StrategyEvery post has12 points!
Overarching Content Strategy Every posthas photos of cakes gone wrong
Extends Old Media
Categories- What will your blog cover?• Search keywords as guide• Areas of interest• Departments –think company or magazine• Product lines• Authors• Content formats – Such news, columns, interviews
Develop Annual Calendar• Determine appropriate calendar cycle – January - December – School year – Other• Incorporate seasonality – Events – Merchandise• Plan promotions – Full price versus discount – Seasonal offerings Photo credithttp://www.flickr.com/photos/dalbaech/4683909383/sizes/m/in/photostream/
Events Help Create Promotions & ContentPhoto credit: http://www.flickr.com/photos/bsabarnowl/5497748547/sizes/m/in/photostream/
Offer Seasonal Articles1. Coordinate with holidays2. Provide related product information3. Use graphic / design elements4. Create evergreen content5. Develop content used once per year every year
Promotional Calendar ExampleDoggie Delights – Etailer of products for dogs and their ownersincluding dog clothes, accessories, vitamins and medicine. Also sellst-shirts, jewelry and other accessories for owners. Month/ Event/ Promotion Social Media Date Holiday Description Activity/Content Jan Winter 20% winter 20 days of indoor activities for blues outerwear pets and their owners Feb Valentine’s Buy one, get 1 14 Days of Doggie Love – Day Dog and owner Different entry Feb 1-14 jewelry Mar Spring Free S&H on 100 things to do to get ready Forward spring wear for spring
On-going Content Monthly Layout Example Doggie Delights – Etailer of products for dogs and their owners Sun Mon Tue Wed Thurs Fri SatWeek 1 It’s a Dog Fashion dog’s life Health FridaysWeek 2 Travels Dog Foto with my Training Fridays owner VideoWeek 3 It’s a Dog Fashion dog’s life Health FridaysWeek 4 Travels Dog Foto with my Training Fridays owner Video (c) 2007-10 Heidi Cohen- Riverside Marketing Strategies All rights reserved;
What’s your monthly content? * Consider timing of on-going content across 4 week period * When does your target market need your information? Sun Mon Tue Wed Thurs Fri SatWk 1Wk 2Wk 3Wk 4 (c) 2007-11 Heidi Cohen- Riverside Marketing Strategies All rights reserved;
How long is long enough? HOW MANY WORDS? • 550-1,000 words per post. WHY? • Content companies (Demand Media) sweet spot is 350 to 500 words of optimized content • Short attention spansPhoto source: http://www.flickr.com/photos/angel_malachite/4294319578/sizes/m/in/photostream/
Do you sufferfromBlank PostSyndrome???Photo source: http://www.flickr.com/photos/42931449@N07/5263539723/sizes/m/in/photostream/
Blogs Mix Non-text Media • Photos • Video • Audio • Presentations • Animation • Apps • Feeds (from other sources) This is part of what makes blogging a social media publishing platform.Photo credit: http://www.flickr.com/photos/fw190a8/330665257/sizes/m/in/photostream/
10 Blog No-Nos1. Steal other people’s content or ideas2. Focus on yourself or company3. Rant about other people4. Use foul language5. Shill for your company6. Use sanitized marketing-speak7. Post when the spirit moves you8. Write about anything that comes to mind9. Have poor presentation10. Ignore comments Photo: http://www.flickr.com/photos/ lara604/4689353343/sizes/m/in/photostream/
DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 3: Blogs Socialize Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
No Blog is an Island:Marketing & Social Media Integration Required Photo credit: http://www.flickr.com/photos/76074333@N00/1953712676/sizes/m/in/photostream/
Remember: Blog content written forhuman beings & interaction NOT bots!
Support search optimization. Provide context for blog posts Give additional information Show source of ideas & infoPhoto source: http://www.flickr.com/photos/rmgimages/4660272978/sizes/m/in/photostream/
Blogs Use Internal & External Links
How do you engage readers on your blog? Photo credit: http://www.flickr.com/ photos/85128884@N00/2650981813/ sizes/m/in/photostream/
On Blog Engagement 1. Comments 2. Social bookmarking 3. Email a friend 4. Print an article 5. Register for email 6. Get RSS feeds 7. Purchase from blogger or advertiserPhotohttp://www.flickr.com/photos/weelakeo/4362860322/sizes/m/in/photostream//
Most People Don’t Want toParticipate On Social MediaSocialMedia’s90-9-1 Rule
Example:Lisa Petrilli’s first twoposts garnered 86 & 97comments respectivelyor 183 comments intotal.She had a social mediatribe who supported herbehind the scenes.She responded to mostof the comments.
Blog Comments are a Two Way Street • Comment on other blogs to build your reputation. • Leave meaty comments to invite interaction. • Don’t push your blog or other products.Photo: http://www.flickr.com/photos/osde-info/3209797624/
Get Readers to Take Action
Join #BlogChat on Twitter #BlogChat Sunday nights @ 8.00PM CT Become part of blogging community
Guest Blogging: Why Write for Someone Else? 1. Improve search optimization 2. Expand your blog audience 3. Augment credibility 4. Support blogger, cause, business or conference 5. Promote new book or other productSource: http://HeidiCohen.comPhoto: http://www.flickr.com/photos/topgold/4858921901/sizes/m/in/photostream/
How can you promote your blog? • Name tags • Business cards • Email sig files • Presentation slides • IntroductionsPhoto: http://www.flickr.com/photos/toddle_email_newsletters/5582403746/sizes/m/in/photostream/
How to blog Without a blog of your own 1. Volunteer to write for your company blog. 2. Be part of a group blog. 3. Contribute regularly to a third party blog. 4. Ghost write for a third party blog. 5. Write guest posts for a variety of blogs.Photo: http://www.flickr.com/photos/tambako/5317290181/
DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 4: Blogs Track Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
Be Careful What You Measure!How do comments help move your business to the next level?
Measuring Blogging Success • Track metrics to blog goals. Make sure you have a way to track progress. • Use call-to-action. • Incorporate promotional codes where appropriate.Photo credit: http://www.flickr.com/photos/trekkyandy/226612892/sizes/m/in/photostream/
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