Your Blog As a Business - BlogHer 13

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My session w/Susan Getgood from BlogHer 13 Pathfinder day

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Your Blog As a Business - BlogHer 13

  1. 1. My Blog as a Business
  2. 2. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Morning Workshop & Discovery LIANNE FARBES Digital Girl Media, @themakeupgirl SUSAN GETGOOD BlogHer, Inc., @sgetgood PATHFINDERS
  3. 3. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Agenda 1. Who we are 2. Why we‟re here 3. 10 Guiding Principles AM: #1-4 PM: #5-10
  4. 4. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Lianne Farbes Blogger Entrepreneur Beauty Expert Brand Ambassador Digital Consultant Founder, Digital Girl Media Photo source: Lianne Farbes
  5. 5. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Susan Getgood Blogger Author, Professional Blogging For Dummies VP Influencer Marketing, BlogHer Co-Founder, Blog With IntegrityPhoto source: Susan Getgood
  6. 6. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Disclaimer Some of the content in this session relates to financial and legal matters. We are not accountants. We are not lawyers. Nor do we play them on the Internet or at blogging conferences. We will share with you our perspective on certain financial and legal topics, but the only ADVICE we will give you is to please get the appropriate credentialed professionals to advise you on financial and legal matters.
  7. 7. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
  8. 8. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 1. BEGIN WITH THE END: objectives, tactics, strategy Source: “Notorious” via wikimedia commons
  9. 9. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 2. WHY DO YOU BLOG? Photo: tobinblack on Flickr
  10. 10. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required A Marathon, Not a Sprint Photo: PeanutButterRunner
  11. 11. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 3. THE DREADED ELEVATOR PITCH Differentiation in a sea of sameness Source: Kevin & Amanda, kevinandamanda.com
  12. 12. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog Your Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
  13. 13. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required "Hi, I'm Lianne Farbes. I write a blog called The Makeup Girl. I've been in the beauty business for 20 + years and am considered an expert on all things beauty."
  14. 14. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog DIVAS CAN COOK: Old fashioned cooking for the modern super woman. STEAMY KITCHEN: A food blog featuring fast, fresh, and simple recipes easy enough for tonight's dinner. BETTY CONFIDENTIAL: “Your best friend and confidant,” Betty Confidential is the go-to- girl for celebrity news, style and beauty tips and relationship advice for like‐minded women in their 20s, 30s and 40s. COOL MOM PICKS: A cheeky shopping, trend and design blog for parents, which offers indie-minded products and resources for a dedicated audience of shoppers and influencers. YOUR BLOG: ? My blog is [what is it?] which offers [unique perspective] for [specific audience]
  15. 15. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog Your Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
  16. 16. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Monetization Source: Controlling My Chaos, http://www.controllingmychaos.com/
  17. 17. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 4. Paths to Monetization (there’s more than one!) • Advertising • Affiliate • Sponsored • Hired Source: Ilva Beretta, Lucullian Delight
  18. 18. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Lianne’s Path Photo source: Lianne Farbes
  19. 19. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Advertising • Ad Networks • Google AdSense • Remnant providers such as Double Click • Sell your own
  20. 20. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Affiliate Amazon, the big Kahuna of affiliate programs • Low barrier to entry • Has not been available in the “tax nexus” states that treat the aggregate of state-based affiliates as a “physical” presence in the state for the purposes of state taxation, leading Amazon to shutter the program for residents of those states to avoid the taxation. • This situation is very fluid. Amazon continues to make deals with affected states such as CT to collect sales tax in those states • Good Resource: http://en.wikipedia.org/wiki/Amazon_tax Retailer Affiliate Programs • Most are managed by affiliate networks such as Rakuten LinkShare, ShareASale and Commission Junction • You need to join the network, and then apply to each individual retailer • Tax nexus usually not an issue because most stores have bricks and mortar presence already
  21. 21. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Sponsored Sponsored Content • On your blog • Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) Securing opportunities • Through your ad network • On your own, proactively • Pitches from PR
  22. 22. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Hired • Freelance opportunities On other blogs For companies/media properties • Book Deal • Consulting • Spokesperson/Speaking • Full Time Employment
  23. 23. “BlogHer is a snake meal of ideas in a wonton wrapper of love. Afterwards you need a 2- day nap, then it nourishes you for a year.” – @debontherocks
  24. 24. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Afternoon Workshop & Journey LIANNE FARBES Digital Girl Media, @themakeupgirl SUSAN GETGOOD BlogHer, Inc., @sgetgood PATHFINDERS
  25. 25. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
  26. 26. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 5. See and be seen: Be easy to find Display your email address on your blog. In a visible place. Dump the impersonal contact form. Be an active participant in social networks. Try „em all, but focus on the ones where your peeps are Invest time (and even money) into Search Engine Optimization Use the right keywords Title and first paragraph match Submit to speak at appropriate conferences Network! Source: Momma Go Round, http://www.mommagoround.com
  27. 27. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Networking works!
  28. 28. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 6. Credentials! A.K.A. What have you done for me lately? Source: Pinterest, pinned from H&M website
  29. 29. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: What’s Your Awesome? Establishing You: Share one thing that you think would be good to tout on your blog. Establishing Your Expertise: I am an expert in __________________ because of _____________.
  30. 30. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Resource: about.me
  31. 31. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 7. Business basics when going pro Source: hesaidteeshed poster
  32. 32. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Tips Act like a pro - Meet deadlines. Create a simple media kit and have a clear idea of your rates, but don‟t publish a price list. Look like a pro – Invest in a professional logo. Contracts – Read and don‟t be afraid to negotiate Understand your value – What‟s the return on investment for a marketer that works with you? Understand your Google Analytics (uniques, pageviews, time on site, bounce rate, referrers) Know how your site works – Don‟t become a hostage to a web developer to change every little thing. Don‟t WORK for free -- That‟s volunteering, and you should only volunteer for causes YOU care about.
  33. 33. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 8. “Find your tribe” Photo: Kevin & Amanda http://www.kevinandamanda.com
  34. 34. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 9. Ethics, disclosure + other best practices Source: ragtrader shop: ragtrader.etsy.com
  35. 35. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 9. Ethics, disclosure + other best practices Disclosure & the FTC Guidelines Copyright & plagiarism
  36. 36. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required The FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce” • Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. • Require disclosure of a “material connection” between a seller and an endorser • Impose liability for false statements on both seller and endorser
  37. 37. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Bloggers must: Disclose compensated relationships such as: • Product reviews • Paid posts or tweets • Post about a free trip or other benefit • Consulting or employment Follow their stated policies. Failure to do so could be considered “deceptive business practice.” Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself: • Tell the truth. Don‟t say you used it if you didn‟t, and if you don‟t like it, say so. • Get the information you need to be accurate • Read agreements carefully
  38. 38. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required The Bottom Line Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed? If it‟s not clear from the context, the connection must be disclosed.
  39. 39. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Copyright and Plagiarism Copyright and Plagiarism content developed for BlogHer Pathfinder 11 by Sara Hawkins (www.savingforsomeday.com) and used with permission.* *See how we did that? Not plagiarised!
  40. 40. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Definitions: Copyright is a form of protection grounded in the U.S. Constitution for original works of authorship fixed in a tangible medium of expression. Copyright covers both published and unpublished works. Plagiarism is the wrongful appropriation or close imitation and publication of another person‟s language, thoughts, expressions or ideas AND representing them as your own. Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.
  41. 41. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Copyright Best Practices Just because it‟s on the internet DOES NOT mean it‟s in the public domain. Citing your source, giving a link back or mentioning the author‟s name or blog in YOUR post does not mean you can use their copyrighted material! Obtain permission before using someone else‟s copyrighted work. Always. Every Time! Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.
  42. 42. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Protecting YOUR Copyright Put a copyright statement on your blog Creative Commons Watermarks on photos 42
  43. 43. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10. Do it because you love it! Photo source: Meg Duerksen, whatever
  44. 44. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10. Do it because you love it! Photo source: Lianne Farbes
  45. 45. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
  46. 46. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Thank You! LIANNE FARBES Digital Girl Media, @themakeupgirl lianne@liannefarbes.com SUSAN GETGOOD BlogHer, Inc., @sgetgood susan@blogher.com mobile 617 967 0169 PATHFINDERS

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