The New Social Norm: How to Make the Most of Your Corporate Bloggers
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Transcript of The New Social Norm: How to Make the Most of Your Corporate Bloggers
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By Lou HoffmanBy Lou HoffmanCEOCEO
The Hoffman AgencyThe Hoffman Agency
February 5, 2011February 5, 2011
The New Social Norm:The New Social Norm:How to Make the Most How to Make the Most Of Corporate BloggingOf Corporate Blogging
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If you build it,If you build it,generally they won’t come.generally they won’t come.
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Why?
No time “Muscle memory” Difficult to differentiate from
thousands of information sources
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Humbling Personal Experience
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Content is Not King.
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It Takes a Village (+ SEO)To Build a Blog’s Readership.
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Today’s Discussion Flow
Fundamentals What Makes for Compelling Content The Quest for Readers Loose Ends Questions
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Fundamentals: Who’s the Audience?Fundamentals: Who’s the Audience?
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Fundamentals: Defining Success
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Fundamentals: Length
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Fundamentals: Frequency
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Fundamentals: Timing
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Fundamentals: Timing
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Fundamentals: Looks Count
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Fundamentals: Looks Count
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Fundamentals: Looks Count
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Fundamentals: Looks Count
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Fundamentals: Looks Count
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Fundamentals: Looks Count
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Fundamentals: Looks Count
Typography Break up text
– Photographs (post on 25 free stock photo sites)
– Subheads
Readability
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What Makes for Compelling Content?
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Me vs. You
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Me vs. You
You70%
Me30%
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Show Your Humanity
Story Tip #6 from Kurt Vonnegut
Be a sadist. No matter how sweet and innocent your leading characters, make awful things happen to them – in order that the reader may see what they are made of.
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Offer a Point of View
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http://www.youtube.com/watch?v=MjS4XpFZBqU
Distinct Voice
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Be the Media
Play journalist– Interview individuals with fresh takes
(ideally, “connectors”)– Interview customers
Structure interview in Q&A format Talk to attendees at industry events
– Arm yourself with a flip cam and videotape interviews
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Be the Media
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Be the Media
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Compelling Content
“I try to write a blog post that only I could write.”
Mark SchaeferMarketing ConsultantBlog: Grow
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The Quest for Readers
Work backwards– How do you want people to find your blog?– Establish primary phrase– Establish secondary phrase(s)
Search Engine Optimization (SEO)
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The Quest for Readers: SEO
Google AdWords Keyword Tool:https://adwords.google.com/select/KeywordToolExternal
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The Quest for Readers: SEO
Google Insights Tool:www.google.com/insights/research
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The Quest for Readers: SEO
URL Title tag <title> Post title Description tag Post content Post tags
Applying Your Keyword Phrase(s)
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The Quest for Readers: SEO
Applying Your Keyword Phrase(s): Back to the Dairy Queen blog
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The Quest for Readers: SEO
Applying Your Keyword Phrase(s): Ishmael’s Corner
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The Quest for Readers: SEO
Applying Your Keyword Phrase(s): Ishmael’s Corner
1 ishmael’s corner 1 ishmaels corner
2 ishmaels corner 2 steve jobs son
3 toyota crisis pr 3 storytelling techniques
4 “lou hoffman” 4 ishmael’s corner
5 toyota letter to customers 5 lou hoffman
6 lou hoffman blog 6 david and goliath
7 toyota crisis 7 dolly freed
8 #storytelling 8 best pr campaigns
9 lou hoffman 9 effective business communications
10 toyota customer letter 10 #storytelling
Top Keywords(Jan. 1 – Jun. 30, 2010)
Top Keywords(Oct. 1 – Dec. 31, 2010)
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The Quest for Readers
Leverage High-profile News
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The Quest for Readers:Leveraging High-profile News
Online Properties That Showcase Backlinks
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The Quest for Readers:Leverage High-profile News
Guest Posts (and the Power of Backlinks)
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The Quest for Readers:Leverage High-profile News
Search on “Google CEO PR”
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The Quest for Readers
Post comments on relevant blogs Respond to posted comments Don’t be stingy with backlinks
Engagement
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The Quest for Readers: Engagement
The #444PR Series Questions
– Is Ghost Blogging Ethical?– To Stay Relevant, How Do Communications
Professionals Need to Evolve?– What Role Should a Communications
Agency Plan in a Client’s Social Media?– The Top 5 Smart Communications Practices
Companies Need to Implement Right Now
Experiment
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The Quest for Readers: Engagement
Experiment
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The Quest for Readers: Engagement
“Marry Up”
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The Quest for Readers: Engagement
Same “me vs. you” rule on content Serve your community
– And tweets become another channel to bring readers to your blog
What about Twitter?
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The Quest for Readers: Twitter
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The Quest for Readers: Twitter
@McCallSmith Will you permit me one adjective? http.l7/g1OJVG
26 Jan
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The Quest for Readers: Twitter
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Not Everything is Going to Work
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Loose Ends
Blog post pulled into LinkedIn will look like this.
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Loose Ends
E-mail: Another Analog Touch Point for Your Blog
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Loose Ends
Top Rank Maintains Comprehensive List Of Blog Directories
http://www.toprankblog.com/rss-blog-directories/
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Loose Ends
Google Analytics
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Loose Ends
Weekly conversation on a different blogging topic starting at 9 p.m. Eastern Time– Facilitated by
@MackCollier
#Blogchat
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Be yourself.
Everyone else is already taken.
Oscar Wilde