Why Blogging Should be the Hub of Your Social Media Efforts
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Why Blogging Should be the Hub of Your Social Media Efforts Presentation Transcript

  • 1. WHY BLOGGING SHOULD BE THE HUB OF YOUR SOCIAL MEDIA EFFORTS Will Davis will@rightsourcemarketing.com twitter.com/willdavis/
  • 2. ABOUT RIGHT SOURCE MARKETING• Unique hybrid model• Tracking and performance are key• We don’t just execute, we educate 2
  • 3. CLIENT EXPERIENCE: 3
  • 4. RECOMMENDED APPROACH TO MARKETING EFFORTS Website CRM/ Analytics Blogging Identify Diversify Display SEO Ads Marketing Execute Vehicles Track Online PPC Video Reallocate Social Email Media 4
  • 5. BLOG AS YOUR SOCIAL MEDIA HUB 5
  • 6. WHAT IS A BLOG? BLOGGING?• A blog is a cost-effective way to communicate quickly with — and get feedback from — your audience of readers, whether they are colleagues, competitors, the media, prospects or customers.• A blog is a new way to market your services or products by positioning you and/or your company as thought leaders in highly competitive markets.• A blog is just a tool, albeit a cool one. As with any tool, there is a right way and a wrong way to use it. There is proper blogging etiquette. 6
  • 7. BLOGGING PLATFORMS• The importance of your domain for corporate blogs yourcompany.Com/blog or blog.Yourcompany.Com• Be careful if you don’t use your own domain i.E. Yourcompany.Blogspot.Com or yourcompany.Wordpress.Com• Template approach vs. Custom design 7
  • 8. WHY TALK BLOGGING NOW? Social Email Website Blog Media WANT TO GET LEFT BEHIND AGAIN? 8
  • 9. WHY TALK BLOGGING NOW? WANT TO GET LEFT BEHIND AGAIN? 9
  • 10. SOCIAL MEDIA GROWTH 10
  • 11. DIFFERENT TYPES OF BLOGS • Personal blog• Corporate blog • Professional blog 11
  • 12. DIFFERENT TYPES OF BLOGS • News blog • Product blog • Micro blog 12
  • 13. TYPICAL BLOG COMPONENTSHeader/Title AdNavigation Ad PostSubscriptionOffer Blogroll 13
  • 14. WHY SHOULD ORGANIZATIONS BLOG - BRANDING“The perception of Sun as a faithful and authentic techcompany is now very strong. What blogs have donehas authenticated the Sun brand more than a billiondollar ad campaign could have done.”-Jonathan Schwartz Sun CEO 14
  • 15. WHY SHOULD ORGANIZATIONS BLOG - SEO #1 Ranking 15
  • 16. WHY SHOULD ORGANIZATIONS BLOG - SEO 16
  • 17. WHY SHOULD ORGANIZATIONS BLOG - LEADS According to HubSpot, marketers with blogs generate 67% more leads. 17
  • 18. OTHER REASONS ORGANIZATIONS SHOULD BLOG• Provides a “human voice” to company• Thought leadership• Transparency• Building community and engagement• Public relations/crisis management• Customer service…The Same Reasons Organizations Get Involved inSocial Media 18
  • 19. COMMON BLOGGING OBJECTIONS―This is going to require a lot of time and resources.‖―Our legal department has hangups with blogging.‖―We don’t have enough to say.‖―We don’t want to take away valuable employeesfrom their primary roles.‖―We’re afraid of opening ourselves up to complaintsand criticism.‖―We’re not great at conversational marketing.‖―It’s going to be hard to measure.‖ 19
  • 20. WRITING A BLOG POST – TYPES OF POSTS• Instructional: Tell your audience how to do something• Informational: Provide information on a topic• Reviews: Product or service reviews• Lists: Top 10s, Top 5s, Top 50s, etc.• Interviews: Recap discussion with interesting people• Case Studies: Show problem/solution/results• Link: Providing a link to an interesting article• Contrast: Compare two options• Rant: Bring the passion• Research: Recap your study or someone else’s• Predictions: Tell us what will be hot in the comingyear/quarter/etc. 20
  • 21. HOW TO WRITE A GOOD BLOG POST #1 Put your audience (the reader) first. #2 Organize your thoughts before writing. #3 Use short paragraphs. #4 Use short sentences. #5 Use simple words. 21
  • 22. HOW TO WRITE A GOOD BLOG POST #6 Be specific. #7 Write in a conversational style. #8 Tell stories. #9 Be clear. #10 Write well. Be interesting. 22
  • 23. THE BLOG AS YOUR SOCIAL MEDIA HUB• For all these reasons, your blog’s content can serve asyour social media hub in ways your website can’t 23
  • 24. THE BLOG AS YOUR SOCIAL MEDIA HUB• Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories• Social media without a blog limits your use of social media to brief thoughts with no depth attached
  • 25. HOW TO MARKET YOUR BLOG & BLOG CONTENT Website 25
  • 26. HOW TO MARKET YOUR BLOG & BLOG CONTENT Email 26
  • 27. HOW TO MARKET YOUR BLOG & BLOG CONTENT Twitter 27
  • 28. HOW TO MARKET YOUR BLOG & BLOG POST Facebook 28
  • 29. HOW TO MARKET YOUR BLOG & BLOG POST LinkedIn 29
  • 30. HOW TO MARKET YOUR BLOG & BLOG POST Technorati 30
  • 31. HOW TO MARKET YOUR BLOG & BLOG POST Industry Sites/Article Sites Using RSS 31
  • 32. HOW TO MARKET YOUR BLOG & BLOG POST“Sharing” Sites Corporate MaterialsDigg Personal EmailStumble Upon Email SignatureRedd It Direct MailDelicious Press Release100s of Others ALL Materials 32
  • 33. MEASURING YOUR BLOG’S SUCCESS - QUANTITATIVE Visitors & SourcesContent & Stickiness 33
  • 34. MEASURING YOUR BLOG’S SUCCESS - QUANTITATIVE 34
  • 35. MEASURING YOUR BLOG’S SUCCESS - QUANTITATIVE 35
  • 36. MEASURING YOUR BLOG’S SUCCESS - QUALITATIVE • WHAT DO YOU WANT TO GET OUT OF IT? • BRANDING & AWARENESS COMPONENT • NARROWCASTING A MESSAGE • ―SKIP THE FIRST MEETING‖ 36