Blogging and Property Marketing (Profile Talk)

617 views

Published on

The reasons why property marketers should look serious at blogging and social media.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
617
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Blogging and Property Marketing (Profile Talk)

  1. 1. Blogging and the rise of Social Media
  2. 2. Who Am I? • Head of Blogging for RBI • 13 years of B2B journalism • 9 years on Estates Gazette • Now working 50% of the week with EG
  3. 3. And… • Started first blog in 2001 (on Livejournal) • One Man & His Blog: 2003 • Now running 5 blogs on a range of subjects • Only one of those is “paid”
  4. 4. Community “We do not create communities. We merely provide services for communities that already exist”
  5. 5. What is blogging?
  6. 6. “Rants written in bedrooms by weirdoes like…”
  7. 7. What is blogging?
  8. 8. Two Ideas “Interesting” “Conversation”
  9. 9. The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
  10. 10. Conversation
  11. 11. Conversation
  12. 12. Conversation
  13. 13. Conversation ≠ Opinion
  14. 14. Conversation = Discussing topics of mutual interest
  15. 15. OM&HB
  16. 16. EGi
  17. 17. What are we doing in ?
  18. 18. Why? Print Web 2005 2006 2007 2008
  19. 19. The Role of Social Media Forums Blogs Articles 10% 24% 66%
  20. 20. The Role of Social Media Forums Blogs Articles 27% 53% 20%
  21. 21. The Role of Social Media Forums Blogs Articles 34% 45% 21%
  22. 22. The Good Old Days How We Miss ‘em
  23. 23. Competition Stuff Journal Stuff Gazette
  24. 24. Competition Stuff Weekly eStuff Online Gazette
  25. 25. The Conversation Your Site
  26. 26. Distributed Space Public Space Closed Space
  27. 27. Private Space Akin to a house Content is “hidden” Social networks, members-only forums, sites with privacy “your space”
  28. 28. Public Space Akin to a pub Open to all Hosts have control Forums, sites with comments “our space”
  29. 29. Distributed Space No physical world equivalent Traffic moves freely Free form conversation Blogs, wikis, microblogging, IM “my space(s)”
  30. 30. Distributed Space Public Space Closed Space Your Site Blogs
  31. 31. Why? To link your site with the wider internet conversation
  32. 32. In 3 years • Over 120 blogs • 4 sites run entirely using blog software • On some sites the majority of editorial traffic is on the blogs • Rapid growth in traffic and commenting • Some blogs gettings 500,000 page impressions a month
  33. 33. What Works? • Find a niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
  34. 34. A good blogger is… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
  35. 35. Beat Blogging • The reporters notebook in public • Links, pics, video and stories from their beat • Break news here, then link to the traditional news story • “home page” for that topic
  36. 36. The Expert Blog • Deep coverage for enthusiasts • Requires an extensive depth of knowledge • Greater percentage of generated content, rather than linking
  37. 37. The Group Blog • Covers a wide range of topics • Needs a large volume of posts • Posts need to be really, really good • Very hard to make work • Works brilliantly when it does
  38. 38. Some Context • Forums (ours and others) • Social Media Outreach • Twitter • Watching and learning
  39. 39. Adam Tinworth adam.tinworth@rbi.co.uk One Man & His Blog http://www.onemanandhisblog.com Twitter: adders AIM: journoadam and many others...

×