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Bastille Marketing

Social Media Consultant for five years with New Media Strategies. Helped brands establish, manage and maintain a positive presence within the online landscape ...

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Bastille Marketing

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    Slide 1:Bastille Marketing

    Jenni Brand Founder & CEO June 15, 2009 Storming the Marketing Establishment…Through Social Media

    Slide 2:Who is Jenni Brand?

    Founder & CEO of Bastille Marketing A Social Media Consultancy www.bastillemarketing.com Social Media Consultant for five years with New Media Strategies Helped brands establish, manage and maintain a positive presence within the online landscape Worked with numerous Fortune 10, 50, 100, 500 companies Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc 10+ years in traditional marketing & sales Fields of grocery retail marketing, radio sales, non-profits, energy Extra-curricular activities include: Speaking circuit; seminars on Social Media Two blogs; contributor to others (Blondes I-View, Bastille Marketing) Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events)

    Slide 3:What We’ll Cover Today

    Blogging for Beginners - An Overview What is a Blog? What’s the Big Deal with Blogs? Who are Bloggers? How to Choose the Right Blog for You Which platform, what type Setting Up & Owning Your Blog - The Bells & Whistles You’ve Got a Blog - Now What? Examples & Resources

    Slide 4:According to the Wikipedia definition, a blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. A blog is basically a streamlined website that has easier technology and is designed to facilitate a two-way conversation.

    What is a Blog?

    Slide 5:What is a Blog? (cont’d)

    Bloggers are those who write (called posting) original articles for the blog and/or oversee the editorial process of a blog. Commenters refer to the online public who read and interact with the blogger(s) by leaving a ‘comment’ on a blog post. Content is a common term for the information written on the blog. Blogosphere is a term for all blogs as a family and their interconnectivity - a ‘social network’ of all blogs. It is common practice that blogs link to each other and share or comment on each others’ posts. Syndication/RSS Feeds - Syndication means the ability to make blog content available for other bloggers to use and publish, typically at no cost.

    Slide 6:Blogs: Why the Hype?

    There are more than 133 million blogs with 1.5 million created weekly. 94 million US blog readers and 23 million American bloggers. Nearly 1 million blog posts every 24 hours. 95% of the top 100 US newspapers have reporter blogs. Blogs in 81 languages and 66 countries. Resource: Technorati’s State of the Blogosphere 2008

    Slide 7:Blogs: Why the Hype? (cont’d)

    Resource: Technorati’s State of the Blogosphere 2008 20% of bloggers think newspapers will be obsolete by 2018 50% think blogs will be primary news source by 2013 37% have had a blog post quoted in the traditional press 61% learn about products & services from other blogs Only 1/3 turn to TV/Print as a source of info

    Slide 8:What the Average Blogger Looks Like

    Resource: Technorati’s State of the Blogosphere 2008

    Slide 9:What the Average Blogger Looks Like (cont’d)

    Resource: Technorati’s State of the Blogosphere 2008 Educated, financially stable, 25-49 y.o.

    Slide 10:Who Reads Blogs?

    42% of internet users have read a blog(s) 33% read blogs regularly 11% read blogs daily Resource: Pew Internet & American Life Project July 2008 (Aaron Smith) http://www.pewinternet.org/Commentary/2008/July/New-numbers-for-blogging-and-blog-readership.aspx 8% of Americans have a blog 46% of blog readers saying that they visit the same blogs regularly 54% surf for new and different ones 43% of blog visitors notice ads on blog websites Resource: Synovate 2007 http://www.synovate.com/news/article/2007/08/new-study-shows-americans-blogging-behaviour.html 28% of US blog readers have taken an action based on a blog post Resource: Edelman, Corporate Guide to Global Blogosphere http://www.micropersuasion.com/2007/01/edelman_study_b.html http://www.nxtbook.com/nxtbooks/edelman/whitepaper010907/index.php

    Slide 11:What Makes Blogs Special?

    Everyone is Welcome - No matter your internet or technical abilities; everyone can blog. The free platforms make it easy and available to all. Conversational Content - Blog content is designed to be an opinionated, two way conversation. It is based on personal interests, expertise, etc. This applies to a corporate or organizational blogs. Reader Interaction - Blogs by nature invite reader commentary. It is recommended to allow comments, with or without an approval feature. Freshness - Frequent posting is necessary to attract readers, create stickiness, gain credibility, and rank in search engines. No less than once weekly. Interconnectivity - Blogs create communities by reciprocal linking, blog rolls, blog networks, etc. RSS Technology - Real Simple Syndication allows for content to be instantaneously updated to other blogs, blog readers, etc.

    Slide 12:The Anatomy of a Blog

    Resource: MintBlogger.com - http://www.mintblogger.com/2008/07/understanding-blogger-template-part-1.html

    Slide 13:The Anatomy of a Blog (cont’d)

    Topic Tabs Subscribe Feature Follow Me Buttons Clean design; easy navigation About Tab Advertising Tab - easily could be a Donate Tab Date & Author - linked to bio

    Easy to Share via Twitter Picture insert; yet not cluttered (pls credit all photos!) Interactivity - recent comments; frequent commenters; encourages time spent on the page Clean design of blog post

    Slide 14:The Anatomy of a Blog (cont’d)

    Hyperlink to Author’s Bio and Post Archive Comments visible - link to full list Blog community badges Blogroll

    Slide 15:The Anatomy of a Blog (cont’d)

    Slide 16:A guest post with featured blogger bio & picture

    The Anatomy of a Blog (cont’d)

    Social Sharing Features & Find Me Functions on Mashable’s Summer of Social Good blog

    Slide 17:The Anatomy of a Blog (cont’d)

    Slide 18:Which Blog Platform to Choose?

    Slide 19:Setting Up & Owning Your Blog

    How to Select a Blog Name Make it: Easy to remember & spell Make it: Relevant to your business Make it: As close to your name or acronym as possible Make it: the same as the URL Make it: Letters only; no numbers, punctuation, etc. Don’t use “blog” in the name - it’s redundant Secure the Domain Name Use a free service, but buy the domain name www.bastillemarketing.com, not www.bastillemarketing.blogspot.com Google or GoDaddy.com - very simple instructions Buy the .org, .com, .net, etc - its worth the $10/year for people to find you easily! The Intersection of Blogs and Print Incorporate your blog into ALL print pieces; Wherever your website is printed, so should be your blog Put it in your email signature (Read our blog: www.associationABC.com) Resource: http://www.problogger.net/archives/2006/02/16/choosing-the-domain-name-for-your-blog/

    Slide 20:You’ve Got A Blog! Now What?

    Know the Rules of the Game Before You Start Playing Read up on similar blogs, or blogs written about blogging Spend Time Introducing Yourself Online & Creating Loyal Followers Communicate often & on topic - even if its in an informal tone Share Useful Content from media, industry, other blogs Determine Your Key Consumer Audience & Target Them! Remember that they are Consumers before Members Remind them of the WIIFM - What’s in it for them Connect with Key Influencers in the Social Mediasphere; Your Industry i.e., Social Media Influencers = ChrisBrogan.com, Mashable, & TechCrunch Link to them; Share news from their blogs; leave comments on their posts (remember to sign your name & URL) Coordinate/integrate With Traditional PR/Marketing Efforts Company news can be a blog post if it’s compelling info and offers original content (interviews, etc) beyond the press release information Recruit Internal Bloggers Solicit people from within the organization to be bloggers Develop an editorial calendar - STICK TO IT!

    Slide 21:Examples of Non-Profit & Gov’t Agency Blogs

    Slide 22:Additional Resources

    Blogging Terms - http://en.wikipedia.org/wiki/List_of_blogging_terms What Not to Do on a Blog (Tips) - Coding Horror - http://www.codinghorror.com/blog/archives/000834.html Use It - http://www.useit.com/alertbox/weblogs.html Blogs about Non-Profits & NP Blogging - Frogloop - http://www.frogloop.com/ Beth’s Blog - http://beth.typepad.com/beths_blog/ Non-Profit Tech Blog - http://www.nonprofittechblog.org/ How-to Tips on Good Blog Design - http://www.blogdesignblog.com/blog-design/how-to-blog-design-style-guide/ Technorati’s State of the Blogosphere (Education & Stats) - http://technorati.com/blogging/state-of-the-blogosphere/ Mashable - The Social Media Guide - http://mashable.com/ Social Media Tools 101 - http://www.interactiveinsightsgroup.com/blog1/socialmediabeginnersguide/social-media-tools-101/ Social News for NonProfits - http://www.idealistnews.com/

    Slide 23:Questions?

    Thank you.

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