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Word of Mouth Marketing for  Blogs and Bloggers Microsoft July 13, 2007 Andy Sernovitz [email_address] www.wordofmouthbook...
So .... you want to be a world-famous blogger
It’s not about the chicken
It’s about love, fun, and generosity And .... getting the basics right
<ul><li>Giving people a reason to talk about YOUR stuff  </li></ul><ul><li>Making it easier for that conversation to take ...
<ul><li>People linking to you </li></ul><ul><li>People forwarding (fast) </li></ul><ul><li>People re-posting (long-term) <...
Fantastic content worth talking about This is what matters most!
Great writing!!!!!! <ul><li>Your momma taught you: Don’t write about yourself </li></ul><ul><li>Focused on a topic/audienc...
Sharables <ul><li>Reportable images & data </li></ul><ul><ul><li>Hugh MacLeod  </li></ul></ul><ul><ul><li>eMarketer </li><...
Sure-thing must-forward posts <ul><li>Complaints </li></ul><ul><li>Scoops </li></ul><ul><li>Stats & Research </li></ul><ul...
Easy To Share Tools and techniques to accelerate word of mouth
Get the basic tools right <ul><li>Trackbacks, comment, & permalink </li></ul><ul><li>Email-a-friend form </li></ul><ul><li...
Start the conversation <ul><li>Bookmark Sites </li></ul><ul><ul><li>Digg, Delicious, etc. </li></ul></ul><ul><ul><li>Stumb...
Leverage your reach <ul><li>Pump your feed into widgets </li></ul><ul><ul><li>Re-post to social networks </li></ul></ul><u...
Magnifiers: Tools + Audience <ul><li>YouTube, SlideShare, etc. </li></ul><ul><li>Viral Tools </li></ul><ul><ul><li>YouTube...
Emotion & Ego Make people feel great for sharing
Make bloggers feel important <ul><li>Interviews </li></ul><ul><li>Cover their coverage </li></ul><ul><li>Invite them to be...
Link-a-liciousness <ul><li>In text </li></ul><ul><li>Credit for tips </li></ul><ul><li>Link posts </li></ul><ul><li>Blogro...
Community: Be Part of the Group Join a group or create one
Power of Participation <ul><li>Contribute: Add value and you’ll be remembered </li></ul><ul><li>Read & comment regularly <...
People Networks <ul><li>Tricks </li></ul><ul><ul><li>Great profiles </li></ul></ul><ul><ul><li>Join groups inside networks...
Partner With Bloggers <ul><li>Get (famous) guests to write for you </li></ul><ul><ul><li>Happiness, Respect & WOM </li></u...
#1 Best Way to Get a Word of Mouth Recommendation
<ul><li>Ideavirus </li></ul><ul><li>Share the Love </li></ul>Just ask nicely
<ul><li>Blog this:  http://www.damniwish.com/2007/07/how-to-promote-.html </li></ul><ul><li>Link to each other  </li></ul>...
<ul><li>Be consistent, persistent, and patient </li></ul><ul><li>Get the basics right </li></ul><ul><li>Get lucky </li></u...
Thank You! Contact me any time: Andy Sernovitz [email_address] www.wordofmouthbook.com Blog:  www.damniwish.com
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Word Of Mouth For Blogs by Andy Sernovitz

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Word Of Mouth For Blogs by Andy Sernovitz

  1. Word of Mouth Marketing for Blogs and Bloggers Microsoft July 13, 2007 Andy Sernovitz [email_address] www.wordofmouthbook.com Blog: www.damniwish.com
  2. So .... you want to be a world-famous blogger
  3. It’s not about the chicken
  4. It’s about love, fun, and generosity And .... getting the basics right
  5. <ul><li>Giving people a reason to talk about YOUR stuff </li></ul><ul><li>Making it easier for that conversation to take place </li></ul>Word of Mouth Marketing is
  6. <ul><li>People linking to you </li></ul><ul><li>People forwarding (fast) </li></ul><ul><li>People re-posting (long-term) </li></ul>What really matters?
  7. Fantastic content worth talking about This is what matters most!
  8. Great writing!!!!!! <ul><li>Your momma taught you: Don’t write about yourself </li></ul><ul><li>Focused on a topic/audience </li></ul><ul><li>Consistent </li></ul><ul><li>Something they can’t get anywhere else – so they link to you </li></ul><ul><li>What’s the reason to talk about this blog? </li></ul>
  9. Sharables <ul><li>Reportable images & data </li></ul><ul><ul><li>Hugh MacLeod </li></ul></ul><ul><ul><li>eMarketer </li></ul></ul><ul><li>Cut-and-paste content that makes other blogs look good </li></ul>
  10. Sure-thing must-forward posts <ul><li>Complaints </li></ul><ul><li>Scoops </li></ul><ul><li>Stats & Research </li></ul><ul><li>Lists </li></ul><ul><li>Funny/unusual </li></ul><ul><li>Useful how-to </li></ul><ul><li>Whatever is already popular on bigger blogs </li></ul><ul><li>Not all content is created equal </li></ul>
  11. Easy To Share Tools and techniques to accelerate word of mouth
  12. Get the basic tools right <ul><li>Trackbacks, comment, & permalink </li></ul><ul><li>Email-a-friend form </li></ul><ul><li>Instant WOM links </li></ul><ul><li>Paste-ready </li></ul><ul><li>How easy is it to share your stuff? </li></ul>
  13. Start the conversation <ul><li>Bookmark Sites </li></ul><ul><ul><li>Digg, Delicious, etc. </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>Non-blog forums & communities </li></ul><ul><li>Email friends </li></ul><ul><li>Email newsletter </li></ul><ul><li>Post and submit everywhere </li></ul>
  14. Leverage your reach <ul><li>Pump your feed into widgets </li></ul><ul><ul><li>Re-post to social networks </li></ul></ul><ul><ul><li>Squidoo </li></ul></ul><ul><li>Blog syndication networks </li></ul><ul><li>Directories (auto-ping) </li></ul><ul><li>Guest columns=longevity </li></ul><ul><li>Press releases=tons of links </li></ul><ul><li>Tap into existing distribution channels </li></ul>
  15. Magnifiers: Tools + Audience <ul><li>YouTube, SlideShare, etc. </li></ul><ul><li>Viral Tools </li></ul><ul><ul><li>YouTube: 15 ways to share </li></ul></ul><ul><li>Huge communities </li></ul><ul><ul><ul><li>Join groups </li></ul></ul></ul><ul><li>Tricks: </li></ul><ul><ul><li>Tag & title well </li></ul></ul><ul><ul><li>Profile/ Username drive people back to your blog </li></ul></ul><ul><li>WOM tools, viral speed, and built-in audience </li></ul>
  16. Emotion & Ego Make people feel great for sharing
  17. Make bloggers feel important <ul><li>Interviews </li></ul><ul><li>Cover their coverage </li></ul><ul><li>Invite them to be a guest </li></ul><ul><li>TONS of “Thank You” </li></ul><ul><li>Advance email of a post </li></ul><ul><li>Share scoops </li></ul><ul><li>Not just the A-list </li></ul><ul><ul><li>Technorati doesn’t care </li></ul></ul><ul><ul><li>Small blogs are more responsive </li></ul></ul><ul><li>Every blogger has a Google alert </li></ul><ul><li>Generous attention gets returned </li></ul>
  18. Link-a-liciousness <ul><li>In text </li></ul><ul><li>Credit for tips </li></ul><ul><li>Link posts </li></ul><ul><li>Blogrolls </li></ul><ul><li>Just for the hell of it </li></ul><ul><li>Generous linking earns links in return </li></ul>
  19. Community: Be Part of the Group Join a group or create one
  20. Power of Participation <ul><li>Contribute: Add value and you’ll be remembered </li></ul><ul><li>Read & comment regularly </li></ul><ul><li>Cheers vs. Drive-By: Be a regular and everyone knows your name </li></ul><ul><li>Lots of trackbacks </li></ul><ul><li>Famous bloggers </li></ul><ul><ul><li>Don’t be a pest </li></ul></ul><ul><ul><li>Prove your value </li></ul></ul><ul><li>If they read about you, they write about you </li></ul>
  21. People Networks <ul><li>Tricks </li></ul><ul><ul><li>Great profiles </li></ul></ul><ul><ul><li>Join groups inside networks </li></ul></ul><ul><ul><li>RSS onto page </li></ul></ul><ul><li>Focus: </li></ul><ul><ul><li>Get big in a few networks </li></ul></ul><ul><ul><li>Target fresh nodes </li></ul></ul><ul><li>Don’t be a jerk </li></ul><ul><ul><li>Learn the local rules </li></ul></ul><ul><ul><li>Stay on topic </li></ul></ul><ul><ul><li>Post your best stuff – rarely </li></ul></ul><ul><li>Leverage pre-existing social communities </li></ul><ul><li>Social sites, Message boards, and wherever the people are </li></ul>
  22. Partner With Bloggers <ul><li>Get (famous) guests to write for you </li></ul><ul><ul><li>Happiness, Respect & WOM </li></ul></ul><ul><ul><li>30 posts in 30 days </li></ul></ul><ul><li>Chain letter </li></ul><ul><ul><li>5 Things You Didn't Know About Me </li></ul></ul><ul><li>Link clouds </li></ul><ul><ul><li>SOB Con </li></ul></ul><ul><li>Make them feel part of a special group </li></ul><ul><li>Trade content to reach complementary audiences </li></ul>
  23. #1 Best Way to Get a Word of Mouth Recommendation
  24. <ul><li>Ideavirus </li></ul><ul><li>Share the Love </li></ul>Just ask nicely
  25. <ul><li>Blog this: http://www.damniwish.com/2007/07/how-to-promote-.html </li></ul><ul><li>Link to each other </li></ul><ul><li>Mention everyone by name </li></ul><ul><li>Trackback </li></ul>Homework: Let's get some word of mouth
  26. <ul><li>Be consistent, persistent, and patient </li></ul><ul><li>Get the basics right </li></ul><ul><li>Get lucky </li></ul>And in the end
  27. Thank You! Contact me any time: Andy Sernovitz [email_address] www.wordofmouthbook.com Blog: www.damniwish.com

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