Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

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For more on this presentation and to view a video featuring the highlights of the 2011 Healthy Living Bloggers Survey, visit http://katywidrick.com and http://jessruns.com.

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Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

  1. 1. BRANDING: NOT JUST FOR THE BIG DOGS
  2. 2. WHO ARE WE?Katy Widrickkatywidrick.com@kwidrick
  3. 3. WHO ARE WE? Jess Milcetich jessruns.com @jessmilcetich
  4. 4. WHAT IS THIS?
  5. 5. Healthy Living Blogger Survey62 Questions Basic Stats, Blogging History and Future, Income, etc.394 ResponsesSee Where You Fit In...and Where You Can StandOut!
  6. 6. WHAT ISA BRAND?You dont BRAND yourself once andcall it done – you refine, revamp andreturn to your brand with every post. Think “if this were the day that TheNew York Times/Oprah Winfrey/my grandmother saw my blog, would it fulfill my mission statement?”
  7. 7. STOP, COLLABORATE,QUANTITATE & LISTEN
  8. 8. STOPDO A BLOG ASSESSMENT
  9. 9. STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?
  10. 10. STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?
  11. 11. STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?Would the average person understand your blog’s name, taglineand what’s in your navigation bar?
  12. 12. STOP DO A BLOG ASSESSMENTIs the design clean and easy to understand?Is it easy to navigate?Would the average person understand your blog’s name, taglineand what’s in your navigation bar?Would people recognize your blog just by looking at it, withoutknowing the URL?
  13. 13. WHOSE BANNER IS IT?
  14. 14. DID YOU GUESS RIGHT?
  15. 15. ACTION ITEMS
  16. 16. ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short version
  17. 17. ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short version
  18. 18. ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short versionAdd a clear About page Mission statement should be clear on this page Include a current photo
  19. 19. ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short versionAdd a clear About page Mission statement should be clear on this page Include a current photo
  20. 20. ACTION ITEMSStart with a mission statement What’s your blog all about? Long and short versionAdd a clear About page Mission statement should be clear on this page Include a current photoMake it easy for people to contact you Include email address and Twitter handle on a Contact Page
  21. 21. ABOUT: SHORT VS. LONG
  22. 22. ACTION ITEMS
  23. 23. ACTION ITEMSUse categories to illustrate blog’s mission
  24. 24. ACTION ITEMSUse categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog
  25. 25. ACTION ITEMSUse categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog Examples: Recipes, Workouts, Photography, etc.
  26. 26. OFFER OPTIONS!
  27. 27. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.
  28. 28. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:
  29. 29. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feed
  30. 30. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/
  31. 31. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/Burn separate feeds in Feedburner
  32. 32. OFFER OPTIONS!RSS feeds for individualcategories, authors, tags, etc.Options:http://example.com/category/categoryname/feedhttp://example.com/author/authorname/feed/Burn separate feeds in FeedburnerConsider a plugin or customgraphics
  33. 33. WHAT’S IN A NAME?
  34. 34. WHAT’S IN A NAME? Are you happy with your blog name? URL?
  35. 35. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK!
  36. 36. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em
  37. 37. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain?
  38. 38. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host?
  39. 39. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host? The good...and the bad
  40. 40. POP QUIZ!photo source: http://www.starandstyle.com/
  41. 41. POP QUIZ!
  42. 42. POP QUIZ!
  43. 43. What They Did RightWeren’t Afraid to Stand Out or Be Laughed AtIdentifiable -- You Know Their Names!Had the Potential to Go ViralMade You Want to Go Back for MoreGave You a Reason to Share With Friends
  44. 44. BLOGGING RESUME/MEDIA KIT
  45. 45. BLOGGING RESUME/MEDIA KITPublic or private
  46. 46. BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and more
  47. 47. BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and moreKey points:
  48. 48. BLOGGING RESUME/MEDIA KITPublic or privateRemember your credentials, set goals and inspire confidence inreaders, journalists, advertisers and moreKey points: Years in business Areas of expertise Press Coverage Testimonials Statistics/Ad Rates Contact Information
  49. 49. EXAMPLES Templates: http://www.mombloggersclub.com/page/ media-kit-template-for-mom http://www.scribd.com/doc/12759264/ Media-Kit-Template Word Processing Software Pages (Mac) Power Point
  50. 50. COLLABORATE We’re Better Together
  51. 51. COLLABORATE
  52. 52. COLLABORATEGuest blogging:
  53. 53. COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them
  54. 54. COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community
  55. 55. COLLABORATEGuest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community Don’t blast the same email to several bloggers; make sure you know what the blogger you’re pitching covers, and write your email accordingly
  56. 56. COLLABORATE
  57. 57. COLLABORATEModerate a live chat:
  58. 58. COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!)
  59. 59. COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing
  60. 60. COLLABORATEModerate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing It’s a good way to get your name known within a community
  61. 61. COLLABORATE
  62. 62. COLLABORATEWork with reporters:
  63. 63. COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic
  64. 64. COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/)
  65. 65. COLLABORATEWork with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/) ProfNet is a pay service similar to HARO; new ProfNet Connect lets experts set up free profiles that reporters can search to find experts in specific areas (http://profnet.com)
  66. 66. BLOGGING BUDDIES
  67. 67. BLOGGING BUDDIESReach out for commenting, sharing, etc.
  68. 68. BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers
  69. 69. BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky!
  70. 70. BLOGGING BUDDIESReach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky!Google Groups, Facebook Groups, Email Chains
  71. 71. QUANTITATE It’s All About Analytics
  72. 72. QUANTITATE
  73. 73. QUANTITATEKnow who is reading/subscribing and what they do when they’rethere
  74. 74. QUANTITATEKnow who is reading/subscribing and what they do when they’rethereAnalytics (Wordpress/Blogger stats, Google Analytics, Feedburner,etc.)
  75. 75. QUANTITATEKnow who is reading/subscribing and what they do when they’rethereAnalytics (Wordpress/Blogger stats, Google Analytics, Feedburner,etc.) Once you figure out what gets people to visit, comment, etc., you can customize your posts, schedule, etc.!
  76. 76. QUANTITATE
  77. 77. QUANTITATESet up a regular blogging schedule
  78. 78. QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts
  79. 79. QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each
  80. 80. QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized
  81. 81. QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes
  82. 82. QUANTITATESet up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes Schedule can be flexible
  83. 83. QUANTITATE
  84. 84. QUANTITATECalls to action:
  85. 85. QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it
  86. 86. QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment
  87. 87. QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it
  88. 88. QUANTITATECalls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it Use action words like “Subscribe here” “Follow me” “Friend me” “Leave a comment”
  89. 89. CALLS TO ACTION
  90. 90. LISTEN“The most precious gift we can offer anyone is our attention.”
  91. 91. LISTEN
  92. 92. LISTEN
  93. 93. LISTEN
  94. 94. LISTENRespond to comments:
  95. 95. LISTENRespond to comments:
  96. 96. LISTENRespond to comments: Use a comment plugin that lets you respond by email
  97. 97. LISTENRespond to comments: Use a comment plugin that lets you respond by email
  98. 98. LISTENRespond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily
  99. 99. LISTENRespond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily
  100. 100. LISTENRespond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily Disqus, Intense Debate, CommentLuv and WordPress plugins are all options
  101. 101. EXAMPLES
  102. 102. EXAMPLES
  103. 103. HOW TO DO ALL THAT YOU WANT TO DO? The Nitty Gritty
  104. 104. MANAGE EFFICIENTLY
  105. 105. MANAGE EFFICIENTLYPublish in more than one place:
  106. 106. MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places
  107. 107. MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks?
  108. 108. MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com
  109. 109. MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1%
  110. 110. MANAGE EFFICIENTLYPublish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1% Do your posts go out in an email to subscribers?
  111. 111. MANAGE EFFICIENTLY
  112. 112. MANAGE EFFICIENTLYFacebook page for your blog:
  113. 113. MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts
  114. 114. MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved
  115. 115. MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB
  116. 116. MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB
  117. 117. MANAGE EFFICIENTLYFacebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB Most important; Make it a rich experience, more than what people would get on your blog.
  118. 118. WHEN TO PUBLISH
  119. 119. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule
  120. 120. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts
  121. 121. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts
  122. 122. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good
  123. 123. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts
  124. 124. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts
  125. 125. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days
  126. 126. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days
  127. 127. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days Tweet your links multiple times for most effect
  128. 128. MEASURE SUCCESS
  129. 129. MEASURE SUCCESS Analytics Page Views, Visits Comments FB Insights Email Subscribers Feed Subscribers
  130. 130. MANAGE EXPECTATIONS
  131. 131. MANAGE EXPECTATIONSYou have a good blog!
  132. 132. MANAGE EXPECTATIONSYou have a good blog!
  133. 133. MANAGE EXPECTATIONSYou have a good blog!But you can always improve something
  134. 134. MANAGE EXPECTATIONSYou have a good blog!But you can always improve something
  135. 135. MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmed
  136. 136. MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmed
  137. 137. MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmedMonitor those changes to see how they impact your numbers
  138. 138. MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmedMonitor those changes to see how they impact your numbers
  139. 139. MANAGE EXPECTATIONSYou have a good blog!But you can always improve somethingPick one or two small changes to start with so you aren’t overwhelmedMonitor those changes to see how they impact your numbersUnderstand it will take time for you to see big changes in readership,comments or subscribers
  140. 140. THE BAD WITH THE GOOD
  141. 141. THE BAD WITH THE GOODNo Press is Bad Press?
  142. 142. THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press:
  143. 143. THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussion
  144. 144. THE BAD WITH THE GOODNo Press is Bad Press?Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussionHave a basic crisismanagement plan at the ready
  145. 145. THE ENDKaty Widrick Jess Milcetichkatywidrick.com jessruns.com@kwidrick @jessmilcetich
  146. 146. Credits Downloads made possible by:Music: “Born This Way” by Lady Gaga (available on iTunes) “Ice Ice Baby” by Vanilla Ice (available on iTunes) Photos: 123rf.com Makeover Blog Examples: http://theconcreterunner.com/ http://ahealthyjd.com/ (courtesy http://bloggenie.ca)

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