Faced with choices about optimizing for search or immersing in social media, bloggers need a framework for thinking about how to spend their time. In this presentation, I outline the different components of a publish:distribute strategy as contrasted with a create:participate strategy, and talk about how to make choices to be more effective in achieving your goals.

1. What’s A Blogger to Do?
Content, Search & the Social Web
Dan McCarthy
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2. From Machines to People
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3. Social isn’t Search
• Search provides a quick
way for consumers to find
specific things that they
want
• Social provides a way for
consumers to stay
engaged with people they
like
• Search isn’t Social
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4. Social is a Blogging
Strategy
Blog A—Launched: 8/07 Blog B—Launched: 1/09
2011 posts 77 2011 posts 21
Total posts 515 Total posts 493
FB Likes 821 FB Fans 597
Twitter followers 1243 Twitter followers 1505
Tweets 14,817 Tweets 3,764
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5. Adopt A New Paradigm
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6. The Social Web provides the Participate Toolkit
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7. Goals Drive Your Choices
• I want to satisfy my creative urges and
share.
• I want to get more clients.
• I want to be seen as an authority.
• I want to get new ideas.
• I want to sell ads.
• I want to sell my product.
• I want to meet specific people.
• I want to be recognized.
• I want to be published elsewhere.
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8. The Participate Schema
Send to home base
• I want to be published elsewhere.
• I want to get more clients.
• I want to be seen as an authority.
• I want to sell ads.
• I want to sell my product.
Participate
• I want to satisfy my creative urges
and share.
• I want to be seen as an authority.
• I want to get new ideas.
• I want to meet specific people.
• I want to be recognized.
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9. The Concept of “Content
Assets”
• Publish  Distribute Paradigm
– Content is presented on a page, organized
into a traditional format, including text &
images.
• Create  Participate Paradigm
– Content is created through a series of
creating actions – writing, commenting,
photographing, linking, enhancing,
collecting, taping – and shared with a
community on multiple platforms.
Content Assets:
• Photo • Audio
• Comment • Writing
• Link • Reaction
• Video • Observation
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10. The Rules Are Different
Publish Rules Participate Rules
• Conform to Google best • Share, post, repost in
practices your most important
• Frequent, structured communities
content publishing is • Content ‘bits’ drive
rewarded engagement
• Don’t repeat yourself • Make structured
• Focus on driving people publishing an event
to your home base • You’re not always the
focus
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11. THANK YOU.
Dan McCarthy
@danielrmccarthy
www.themediatransformation.com
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