Post on 13-May-2015
Blogging 201Using your blog to create a virtual
community
2012 New York Social Media SummitTuesday, June 26, 2012
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Speakers• Lauren Lampasone, Digital Producer, NYPL
(nypl.org/blog, @lolibrarian)
• Bradley Jobling, Social Media Manager, Surgery – CUMC (columbiasurgery.net, @bradjobling)
• Michael Remaly, VP Comm & PP – Philanthropy NY (blog.philanthropynewyork.org @mahremaley)
• Eleanor Whitney – Program Officer, External Affairs, Fiscal Sponsorship – NYFFTA (artsfwd.org, ynpnnyc.org, diybusinessassociation.com/cmm, @killerfemme)
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Agenda8:30 AM • Introductions - Group
9:00 AM • Why Blog?
9:30 AM • Activity - Group
10:00 AM• Share - Group
11:30 AM
• Blogging Process• Outreach & Sharing• Fostering Engagement• Pitfalls to Avoid
12:00 PM • Q&A - Group
12:30 PM • Conclusion
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Introductions - Group
• Organization & Constituents?
• Blogging Experience?
• Goals from Session?
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Why Blog? Social Marketing
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Blogging Phases• Setup: Define objectives, goals &
community. Start social media listening.
• Getting Started: Create an editorial calendar & idea list. Choose your technology and analytics package.
• Post & Outreach: Write & distribute content to audience.
• Refine: Monitor analytics and optimize approach.
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Activity: Strategy - Group• Objective: What are your objectives for
blogging? How does this fit into your overall communications strategy?
• Getting Started: How will the writing and posting be performed? Who is performing the tasks involved and when?
• Post and Outreach: How are you going to distribute your content? Did you find new audiences through social media listening? Can you guest blog or syndicate content in an out-of-the-box way?
• Refine: Are you reaching your goals? What can be improved?
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Activity: Post Ideas - Group• Topic: What’s important to your communities?
What are you trying to communication?
• First Person/Approachable Voice: What’s a personable or soft way to approach this?
• Time Specific: Is there something new to say?
• Format:What’s easier to create: text, audio, photos, or videos?
• Edge: What’s the headline? How can you foster engagement?
• Length: Be concise with lists or bullet points. How can you catch the “scanners”?
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Blogging Process: Idea List
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Blogging Process: Editorial Calendar
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Blogging Process Article: To Dos
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Blogging Process Video: To Dos
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Outreach & Sharing: PlatformsSelf Hosted• Wordpress.org• Movable Type• Joomla
Themes• Wordpress.org• WooThemes• Thesis
Platforms (& Networks)• Tumblr• Wordpress.com• Facebook• Instagram• Blog Talk Radio• Pinterest• Twitter• Flickr• YouTube• LinkedIn• eHow
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Outreach & Sharing: Listening?
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Outreach & Sharing: Social Media
CMESupport
Division Information(Procedures, Glossary, Directions)
News, Updates, Presentations, Posts, Video,& Podcasts
FAQ,Ask an Expert? &
Testimonials, Ratings
Physician Profiles
Events Newsletters, eBrochures
Apps, Check Lists &
Tools
Clinical Trials
Education, Chats,Webinars,
Teleconferences,Support Groups
Referrals & Service
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Fostering Engagement• Advocation:
http://artsfwd.org/can-we-break-the-glass-ceiling-of-arts-leadership/#comment-2274
• Question & Answer:http://blog.philanthropynewyork.org/2012/05/14/ask-your-question-to-duncan-king-and-walcott/comment-page-1/#comment-1930
• Timely Responses:http://www.nypl.org/blog/2012/02/01/i-love-reading#comment-5405 )
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Pitfalls to Avoid• Inconsistency
• Focusing on SEO
• Field of Dreams
• Marketing Speak
• Ignoring Audience (Analytics)
• Bad Technology
• Copyright Infringement
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Summary• Why Blog?
• Blogging Process
• Outreach & Sharing
• Fostering Engagement
• Pitfalls to Avoid
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Resources & Articles• Paid Content: The
3 pieces that are turning WordPress into a platform
• The Ultimate List of Blogging Platforms, Blog Software, Free and Paid (100+!)
• Who’s Blogging What?
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Questions?