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Storytelling + Building Online Communities

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http://www.ErinBlaskie.com - As presented at WordCamp Ottawa (#wcott) on July 22, 2017. Establishing a blog or website is one part of the puzzle but the other part is figuring out how to bring readers to the site and keep them interested for the long-haul. In this presentation, we’ll chat about storytelling, social media and digital marketing to understand how all three can help you build and grow a community around your work.

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Storytelling + Building Online Communities

  1. 1. STORYTELLING SOCIAL MEDIA BUILDING COMMUNITIES ERIN BLASKIE
  2. 2. A 90-SECOND HISTORY
  3. 3. TODAY
  4. 4. THE PROBLEM WE ARE TRYING TO SOLVE?
  5. 5. GET EYEBALLS ON OUR STUFF
  6. 6. VERYONE WHO BUILD SOMETHING TO BE CONSUMED NEEDS AN AUDIENCE
  7. 7. WHERE DOES AN AUDIENCE COME FROM?
  8. 8. WHY DO THEY TYPICALLY SHOW UP SO LATE?
  9. 9. WHY DON’T THEY STICK AROUND?
  10. 10. THIS PROBLEM IS OFTEN VIEWED THROUGH A TECHNICAL FILTER... TACTICS, STRATEGIES, UI, UX, CTAs, CRAZYEGG DATA…
  11. 11. WHEN IN REALITY... IT IS OFTEN A MUCH MORE HUMAN PROBLEM
  12. 12. WE BUILD SITES, BLOGS + OUR BEST IDEAS IN ISOLATION
  13. 13. INFUSING OUR PROJECTS WITH OUR OWN FLAVOUR + PERSONALITY
  14. 14. BUT WHEN WE LAUNCH IT INTO THE WORLD… NO ONE REALLY CARES. NO ONE SHOWS UP. NO ONE IS AS EXCITED AS WE ARE.
  15. 15. SO. WHAT WENT WRONG?
  16. 16. WE CREATED IN A BUBBLE
  17. 17. WE CREATED IN SECRET
  18. 18. WE CREATED USING A PURELY TECHNICAL LENS
  19. 19. WE FORGOT ABOUT THE EMOTIONAL CONNECTION
  20. 20. OKAY ERIN… HOW DO WE FIX IT?
  21. 21. 99.9% OF BLOGGERS ARE NOT AWESOME ON DAY 1. THEIR AWESOMENESS IS THE ACCUMULATION OF THE VALUE THEY CREATE OVER TIME. - DARREN ROWSE LEMME LET YOU OFF THE HOOK A LITTLE…
  22. 22. BUILDING A BLOG, A SITE, A BUSINESS… IT’S NOT A ‘BUILD IT AND THEY WILL COME’ ENDEAVOUR
  23. 23. STEP #1 TELL STORIES THAT MATTER
  24. 24. I MADE A DECISION TO WRITE FOR MY READERS, NOT TO TRY TO FIND MORE READERS FOR MY WRITING. - SETH GODIN
  25. 25. STORIES AREN’T JUST THE POSTS YOU WRITE. STORYTELLING IS DONE THROUGH VISUALS, DATA, A CAREFULLY CRAFTED BIO…
  26. 26. STORIES ARE TOLD IN EVERY PIECE OF COPY, EVERY IMAGE CHOICE + EVERY OFFER THAT EXISTS ON YOUR BLOG OR WEBSITE
  27. 27. AND THE TRICK TO HAVE PEOPLE COME BACK FOR MORE IS TO TELL THE STORIES THAT MATTER TO… THEM.
  28. 28. THE KEY IS, NO MATTER WHAT STORY YOU TELL, MAKE YOUR BUYER THE HERO. - CHRIS BROGAN
  29. 29. FINALLY, START TELLING YOUR STORIES WHEN THINGS AREN’T PERFECT… WHEN THERE ARE STILL MESSES BEING MADE.
  30. 30. LET PEOPLE IN FOR THE JOURNEY AND THEY’LL CHEERLEAD YOU ON… LONG AFTER YOU LAUNCH.
  31. 31. STEP #2 BUILD YOUR COMMUNITY
  32. 32. BUILDING YOUR COMMUNITY ISN’T ABOUT… CHOOSING THE RIGHT SOCIAL PLATFORMS SPAMMING 500 FRIEND REQUESTS GAMING THE ALGORITHMS IT’S ABOUT FINDING THE RIGHT PEOPLE + FIGURING OUT WHAT THOSE PEOPLE REALLY WANT
  33. 33. FOCUS ON THE WHY
  34. 34. CHOOSE YOUR PLATFORMS CAREFULLY
  35. 35. GIVE MORE THAN YOU TAKE
  36. 36. NO ONE CARES ABOUT YOUR BLOG UNLESS YOU ARE ADDING VALUE TO THEIR LIVES IN SOME WAY. - JONATHAN MILLIGAN
  37. 37. STEP #3 LEVERAGE DIGITAL MARKETING
  38. 38. CAPTURE EVERYONE! (BUT NOT IN A “LOTION IN THE BUCKET” KIND OF WAY)
  39. 39. IF YOU’RE NOT BUILDING YOUR E-MAIL LIST, YOU’RE AN IDIOT. - DEREK HALPERN
  40. 40. MAKE SHARING YOUR CONTENT EASY
  41. 41. SURPRISE + DELIGHT
  42. 42. 99% OF WHAT YOU BUILD ISN’T ABOUT YOU.
  43. 43. SO, TO BE THE KIND OF BLOG OR SITE THAT BUILDS + KEEPS AN AUDIENCE, ASK:
  44. 44. WHAT DOES THE COMMUNITY NEED?
  45. 45. HOW CAN I CREATE WHAT MATTERS?
  46. 46. HOW CAN I LET PEOPLE ALONG FOR THE RIDE?
  47. 47. FIND ME AT @ERINBLASKIE ERINBLASKIE.CO M

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