Speaker: Vassilena Valchanova, Bulgaria


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"The 3 things that make a difference in blogging"
Creating and nurturing your own media channel

Vassilena Valchanova was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars

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Speaker: Vassilena Valchanova, Bulgaria

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