No Blog Is An Island

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Alistair Fairweather's presentation at the 24.com Blogging Workshop on 03 October 2009 (Media24, Auckland Park).

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No Blog Is An Island

  1. 1. NO BLOG IS AN ISLAND<br />blogging and the social media ecosystem<br />
  2. 2. Why do we blog?<br />Personal expression and satisfaction<br />Status (aka personal branding)<br />Philanthropy<br />Promotion and marketing<br />Cold, hard, cash-ola<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  3. 3. All those things rely on...<br />Readers<br />Regular<br />Loyal<br />Vocal<br />Bloggers themselves<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  4. 4. The attention economy<br />People’s attention span is limited<br />In the last 20 years we’ve gone from dozens of channels to a quarter of a billion<br />So you are in a war to win people’s attention<br />People no longer revere traditional media<br />People pay attention to other people<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  5. 5. So how do I get more of them?<br />Write better<br />Write more often<br />Advertise<br />Join the social media ecosystem<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  6. 6. What do I mean by social media?<br /><ul><li>Any media in which the majority of the content is derived from the users
  7. 7. We are great apes – social animals
  8. 8. Social media reduces the friction of distance and time
  9. 9. Democratic</li></ul>SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  10. 10. SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />Can’t see the video? Find it here.<br />http://www.youtube.com/watch?v=MpIOClX1jPE<br />
  11. 11. ...and “ecosystem”?<br />Any sustainable, cyclical system in which all the parts are connected to and rely on all the other parts <br />In social media terms: the interconnected cycle (flow) of influence and information on the internet<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  12. 12. The social media ecosystem<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  13. 13. And this will help me, how?<br /><ul><li>This ecosystem gives your messages “suface area”
  14. 14. That means more opportunities to be seen in more places
  15. 15. To maximise surface area you need to be:
  16. 16. On all appropriate channels
  17. 17. Shareable / portable
  18. 18. Approachable / reachable
  19. 19. Responsive</li></ul>SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  20. 20. CLIMBING THE FOODCHAIN<br />Tackling Twitter, beating blogs and slaying social networks<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  21. 21. Twitter?<br />A free flowing stream of content, conversations and questions<br />Social media at its most immediate and raw<br />A “pure” social network<br />Totally meritocratic<br />The “pulse” of the real-time internet<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  22. 22. How do I use it?<br />Publishing / expression<br />Research<br />Interaction – instant feedback<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  23. 23. The lingo<br /><ul><li>“Tweet” (v) to say something in Twitter
  24. 24. (n) a single unit of conversation – an update
  25. 25. Retweet (v) to pass on a tweet and give credit to the source (like forwarding an email)
  26. 26. (n) see “tweet” above
  27. 27. “@ reply” (v) to reply directly to someone using their Twitter name
  28. 28. (n) one such reply
  29. 29. “Mention” (n) an @ reply directed at your account
  30. 30. “Trending topic” (n) any subject that is currently in the list of the top 20 most discussed topics on Twitter (worldwide)</li></ul>SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  31. 31. How do I measure it?<br />Followers<br />Retweets and mentions<br />Tweetmeme<br />Snip.URL<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  32. 32. Blogging the ecosystem<br />Choose an angle / flavour / personality<br />Read, read, read<br />Comment everywhere<br />Link to other blogs<br />Post about posts<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  33. 33. How do I measure it?<br />Blog posts<br />Track or pingbacks<br />Comments<br />Google Analytics<br />Incoming links<br />Readers<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  34. 34. Social Networking?<br />Any site or service whose primary purpose is to allow users to interact with each other on a personal level<br />Yes, that means email and chat<br />The most personal form of social media<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  35. 35. How do I use it?<br />Publishing (blog network app)<br />Private messaging<br />Events <br />Research<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  36. 36. How do I measure it?<br />Blog network application<br />Activity (comments, discussions etc)<br />Number of messages you receive<br />Analytics<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  37. 37. Other social media channels<br />Video sharing (YouTube)<br />Social knowledge (Answerit)<br />Forums<br />Social gaming<br />Custom social media offerings<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  38. 38. Small is beautiful<br />Don’t expect a huge response (at least not at the start)<br />One new loyal reader is worth 100 gawkers<br />Remember: it’s a conversation<br />Be present<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />
  39. 39. Thank you<br />Muchosgracias<br />SOCIAL ANIMALS - Alistair Fairweather<br />8/25/2009<br />

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