Welcome to the blogging training course from the top-rated, longest running soovial media training provider.
92% of companies who blog multiple times per day have acquired a customer from their blog, according to the latest industry research.
Blogs are the central, hub of most social marketing efforts because they provide marketers with a chance to convert traffic into transactions. Blogs are a practical way for companies to publish text, photos and video. When they're integrated into corporate websites, they improve search engine visibility and can even be used to power entire websites.
Learn key concepts and techniques to help you get started blogging for business.
Blogging for business tips, best practices and marketing using Blogger, Tumblr and Wordpress are covered in this online social media training .
Find out what people say about Eric Schwartzman's social media trainings.
This online social media training course assumes a basic level of digital literacy such as connecting to the internet and surfing the web. Find out specifically what you need to know before you take this online social media training course.
The benefits of blogging, the origin of the word "blog," a the definition of a blogs. Content migration considerations and strategic applications for organizations are also discussed.
Blogs and blog posts increase the number of entry points into an organization's online presence. To the extent that organizations use blogs to allow their communities to carry on unsanitized conversations about their products and services in the comment section below their blog posts, the gravity of those conversations attracts visitors which the organization can market. But if those conversations are policed, that gravity diminishes. As a case study, a Fortune article titled "Michael Dell 'Friends' his customers" is shown on screen. The use of blogs for public affairs is also discussed.
The web domain where your blog should live, how to strategically leverage YouTube and Flickr to reach a larger audience and sharing links to YouTube and Flickr photos versus sharing links to YouTube and Flickr embeds on a blog where you can present contextual conversion opportunities.
Blog homepage, blogposts, permalinks, hyperlinking anchor text in blog posts, RSS feeds, RSS readers, blog search, social search, ego surfing, referral traffic, getting noticed by other bloggers, comment kiosks, comment moderation, DipNote blog comment moderation policy, resource allocation for sustaining blog comment moderation, selling the value of blogs to business decision makers, deflecting call center volume with blogs, blog rolls and blog widgets.
Explanation of how user generated media differs from the mainstream news media and how that impacts your content creation and engagement strategy. Applying the laws of social etiquette and reciprocity to social media engagement on the blogosphere.
Best practices for setting up a Blogger blog, publishing blog posts, linking anchor text to a website, using spell check, using the bullets function, editing blog posts, installing widgets and adjusting blog settings.
Accessing the back-end of an existing WordPress blog, advantages of WordPress over other blogging platforms, publishing a post on WordPress, the front end of a WordPress blog, WordPress Plugins, integrating WordPress blogs into corporste websites, adding contributors and building corporate websites on the WordPress platform.
Benefits of Tumblr over Blogger and WordPress. Launching a Tumblr blog, posting photos, posting a quote, posting a hyperlink, posting a YouTube video and adjusting your blog settings.
Even controversial companies such as Monsanto use corporate blogs with open comments to establish a clearing house for information about their core business sector by engaging opponents and supporters alike. This lecture is based on an article that ran in the St. Louis Post-Dispatch titled Planting cyber seeds.
Case study explains the concept of astroturfing or creating a fake grasssroots initiative.
How a blogger relations program for jukebox manufacturer Rock-Ola generated mainstreams news media coverage at the Consumer Electronics Show in Las Vegas. Screenshot shows the Technorati Top 100 as a resource for finding high profile blogs to pitch. The use corporate blogs to break company news is also discussed.
Discussion of the design considerations that went into the design on the online newsroom for UCLA .
Discussion of the business decision to live stream the reveal of the new Prius online and what went into accommodating that request for Toyota Motor Sales USA.
Details on the spike in traffic to the VT website which brought the website down on the day of the shooting a strategies for keeping your blog, online newsroom or website in the event on a crisis. Design considerations for keeping sites up during a crisis.
Everything you need to know to conduct blogger outreach to spur coverage of your products or services.
Discussion of a research study done on how people used social media during the VT shootings and what it suggests about how organizations should align, not endorse, social media back channels. Data visualizations are also discussed, including the Heal the Bay Beach Report Card.
Wrap Up lecture. Here's a link to Eric's book Social Marketing to the Business Customer is available via Amazon.
If you'd like more instruction on how to use the specific social
networks outline in this course, check out this half price offer to take
Eric's online Social Media Boot Camp .
The latest blogging stats, including counts on blog readership and blog traffic, were presented by Technorati CEO Shani Higgins at the PR Summit in San Francisco earlier this month. This podcast is an exclusive recording of her talk.
Much of the data she shared was a preview of the blogging stats to be included this fall in the Technorati 2011 State of the Blogosphere Report. The blogger statistics revealed in her talk provide critical insight into best practices for blog pitching.
Blogging Statistics (Highlights):
Blog accuracy perception continues to rise, the credibility of mainstream news outlines continues to erode, mommy bloggers are the toughest to pitch, more brands are compensating bloggers and brands like Vogue, Samsung and Ebay are all more invested in blogger outreach programs than they were a year ago.
The Social Media Today Hands-On Training sessions in Sydney, Singapore, Paris and London have been cancelled. Please consider Eric's upcoming Berlin session as an alternative. Details at http://ontherecordpodcast.com/Berlin
7:37 Hobbyists account for 65% of bloggers. Professional bloggers are broken down into three groups:
For brand marketers, with the most important are Self-Employed Professional Bloggers, since they have more at stake.
Business Blogging Statistics: All Bloggers
8:16 Bloggers are heavy users of social media.
Blogging Statistics: How Blogger’s use Facebook and Twitter
10:19Bloggers are Talking about Brands - Nearly half of non-corporate bloggers write about brands. One fourth of bloggers overall post products or brand reviews monthly and one fifth post weekly. 20% of corporate bloggers post daily about products and services.
Brand Reputation Matters to Bloggers - Bloggers care deeply about brand reputation so brand acceptance is required if companies want bloggers to write about them.
Blogging Statistics: Bloggers and Brands
13:16 Mommy Bloggers talk about Brands More - Even though women only represent 5% of bloggers, they are the most coveted blogging segment by brands because they blog more about brands.
Blogging Statistics: Mommy Bloggers
15:44 Blog reliability and blog accuracy, as perceived by readers is on the rise.
Blogging Statistics: Blog Trustworthiness
17:35 Blog pitching success increases dramatically when you know how to identify the most influential bloggers who cover your topic. Understanding how to research and select bloggers, though is not discussed in this podcast, but can certainly be attained through social media training.
21:02 Bloggers are looking for audience value in a blog pitch. Investing in the quality of the news pitch, customizing high quality of content and offering the blogger recognition never goes out of style.
23:44 Latest Blog Trends - The level of professionalism among bloggers is on the rise, as is giving bloggers opportunities to become true brand advocates. Bloggers are also becoming more savvy about compensation and are well aware of how they are helping brands achieve goals. More brands are compensating bloggers to attend conferences to help these brand ambassadors and enthusiasts amplify the brand message and foster a tighter relationship.
25:13 Shani Higgins included a number of interesting Blogger Relations Case Studies, including:
Prior to that he managed the Feld Entertainment account at Miller Pear Public Relations in Chicago. Currently, he is working as an independent public relations practitioner, handling PR or Star Wars in Concert and others.
01:24 – Using integrated communications campaigns to put butts in seats for live entertainment events in a down economy, branding, the precarious shift from a business where the majority of ticket sales were made in advance, to one where most ticket sales are now walk-up, and adjusting public relations campaigns to drive ticket sales during, instead before, the local dates.
03:54 – Defining a live show for marketing, public relations and advertising and the most common errors live entertainment producers make when purchasing ad time to promote touring arena produ tions.
05:57 – Competing for the attention of a value-oriented, family audience, the single biggest challenge associated with launching a new live show of any kind and Star Wars in Concert, an arena show that debuted earlier this year in Anaheim.
07:36 – Planning and organizing pre-publicity opportunities to promote live arena touring shows, and what live entertainment producers and promoters and really competing against when they launch new tours.
09:54 – P.T. Barnum as a public relations pioneer, the Ringling Brothers circus parade as a built in PR stunt and working with local agencies like the police force as a way of getting the word out that the circus is in town.
12:38 – Creating advance ground tours to raise awareness and generate word-of-mouth prior to a run in any given city.
13:21 – Zing Zang Zoom’s publicity junket at the Magic Castle, at which mainstream media and mom bloggers interviewed the show’s zingmaster Alex Ramon, the show’s director Shanda Sawyer (who I represented) and illusionist Jim Steinmeyer.
16:21 – How a blogger relations campaign used promo codes and special offers to sell 10,000 tickets online.
18:41 – Focusing a blogger relations campaign geographically, so that local blog coverage drives local ticket sales.
20:23 – The unique challenges of selling tickets to live family entertainment events on the west coast of the US versus the middle or eastern US, and the second biggest competitor that promoters of large scale arena performances face.
23:03 – The impact of the digital revolution on the category live entertainment as a whole, based on the mounting success of agent Tony Selznick (a friend and client) of McDonald Selznick Associates, which represents stage directors, choreographers and dancers.
23:40 – Is live entertainment impervious to being undercut by the Internet?
24:10 – Xanadu’s online Tony Award PR campaign, which used a fictitious press agent to create word-of-mount on the Net.
25:23 – Why do live entertainment producers have no photo policies, when photos taken and shared by audience members increase awareness that that show is currently in town?
27:03 – How live entertainment marketers can use YouTube to collect third-party endorsements from consumers.
28:26 – The advantages and disadvantages of working with Ticketmaster, which is currently being acquired by LiveNation, and online ticket sales versus phone ticket sales.
31:51 – Does StubHub present a considerable challenge to Ticketmaster/LiveNation?
33:15 – Why and how search engine optimization has created an opportunity for ticket scalpers to exacerbate the wedge between live entertainment producers and their ticket buying publics.
35:55 – How to beat the scalpers at their own game and get the best seats to any live entertainment event.
38:28 – Buying tickets online versus via phone, and adjusting your ticket buying strategy to the size of the venue where the live entertainment show will run.
40:55 -- End
After 15+ years of marketing, public affairs and digital product management experience, I can lead multidisciplinary teams with the urgency of an entrepreneur, the sensitivity of a diplomat and the effectiveness of a scrum master.
I founded the first content management system for corporate communications, iPRSoftware (formerly iPressroom) before applying the merits of big data analytics to public affairs initiatives for the U.S. Dept. of State and DoD. Currently, I lead digital innovation at a $1B industrial manufacturer responsible for critical infrastructure power equipment.
I'm also a digital product management, demand generation, search engine optimization, email marketing, and marketing automation expert with experience integrating and implements multiple platforms.
In 2011, I cowrote the best-seller “Social Marketing to the Business Customer," the first book on B2B demand generation and created a portfolio of self-paced online courseware used by more than 36k students.