blogging your most effective social media strategy - indiana university communications &...
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Blogging Your Most Effective Social Media Strategy - Indiana University Communications & Marketing Conference 2011- Why Blogging- Maximize BloggingTRANSCRIPT
Chantelle Flannery
Blogging: Your Most Effective Social Media Strategy
Image: aha-soft.com
81% of consumers using social media say it’s important for businesses to respond to questions and complaints
70% of consumers go online when searching for information about local businesses
74% of consumers want regular posts about products
72% of consumers want posts about the company
67% want to see photos of the company office, group outing, picnic etc
from directional marketing Bride the Gap, Between Search and Sales Survey
Corporate Response
Source: Datran Media
In 2010, what percentage ofyour company’s budget will beallocated to digital versus traditional?
Why Blogging …
David Armano
Higher Engagement
David Armano
Organic Search Rankings
Power of RSS
Conduit for Conversation
Maximize Your Blog
Quality Content
Flickr: USDAGov
Quality Content
• Create effective titles• Make the content scanable• Integrate keywords• Variety of content is important• Provide ME value
Image: Oude School
Trust in “a person like me” increased from 20% in 2003 to 68% in 2006
Listen & Respond
Flickr: NickJAdams
81% of consumers using social media say it’s important for businesses to respond to questions and complaints
74% of consumers want regular posts about products
72% of consumers want posts about the company
67% want to see photos of the company office, group outing, picnic etc
from directional marketing Bride the Gap, Between Search and Sales Survey
Response Techniques
• Have a plan for handling negative comments
• Answer the questions• Thank the positive comments• Acknowledge all comments • Don’t make people wait
Search Optimization
Who are you? = Your Words
How they find you? = Search Keywords
Keywords help get you properly indexed.
Keywords should be used in your blog content.
Keywords should be properly used in the code
Find Keywords
Google External Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
Use Keywords• Domain name • Home page title tag• Heading tags • Subheading tags• Blog post title tag• Blog post slugs• Bold keywords in posts • Image/Alt descriptions• Internal link descriptions• Meta descriptionCool Tool
www.seo-browser.com
Keyword Bonus Tip - Location• Geographic Keywords• State• City• County• Neighborhoods• Street names• ZIP codes• Area codes• School districts• Regional landmarks
Use KML code & geotag your site
Cool Tool http://www.addressfix.com
Monitor Rankings
Google Webmasterswww.google.com/webmasters
Cool Toolswww.semrush.comwww.kpmrs.com
Optimizing for Search
• Register with Google Webmasters, Yahoo! Site Explorer and Bing Webmasters
• Build a robots.txt file that disallows directories you don’t want indexed, allows the rest, and points to your sitemap
• Integrated an XML Sitemap that automatically publishes
• Ping the Search Engines when your content changes
Photo by Frank Kehren
Measure & Adjust
Flickr: cambiodefractal
Analytics
Must Read Analytics Blogwww.kaushik.net
Other Tracking• URL shorting services • Google custom campaign URLs• Unique phone numbers• Unique URLs by platform• Analytic goal-setting• Landing page / CTA conversion• Closed business
Flickr Photo by jdegenhardt
Insanity: doing the same thing over and over again and expecting different results.
Albert Einstein
Image: duncandavidson
Integrate & Syndicate
BLOG
Images: aha-soft.com
The Conversation Prism – Brian Solis
Promote Everywhere
Cool Toolsfeedburner.comhootsuite.comtwitterfeed.comping.fmcotweet.comlinkedin.com/appsfacebook.com/apps
Flickr photo by hegarty_david
Flickr: yomanimus
SearchOnline
ReadBlog
Click on CTA
Fill Out Form
Lead in CRM
Images taken from Formstack – Thanks guys
Bonus: Blog as a sales funnel
Landing Page
1. Write a blog post that has the same text and value proposition that you would use on a landing page
2. Make sure that graphics and primary language match the button or text used as the call to action that drove the traffic to the post
3. Insert a form into the blog post in order to truly convert Cool Tools
formstack.com
Turn a blog post into a landing page (w/o IT):
Results: Awareness | Customer Service |ROI
Blogging: The Most Effective Social Strategy
•Your Blog = Online Hub–Attracts search traffic–Power of RSS–Landing page w/o IT–Companywide communication tool
•Maximizing your Corporate Blog–Quality Content –Listening - Respond–Measure - Adjusting –Incorporate in overall marketing strategy
Chantelle Flannery
@chantellefChantelle.Flannery @ gmail.com
Slides will be posted:www.slideshare.net/chantellef
corporatebloggingtips.com