Make the Most of Online Communities & Blogging

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SocialMediaMarke-ng:BrandedCommuni-es,NicheCommuni-es&BlogsInstructor:NataschaThomson@NaThomson

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Class5–BrandedCommuni-es&Blogs

1.  Blogging2.  BrandCommuni-es3.  NicheCommuni-es

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Blogging Best Practices

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Good Content is the Best Recipe

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Blog 101: Content

n TherightcontentwillaAracttherightaudiencen Tellastoryn Beapersonality=youn Becrea-ve(videos,podcasts,picturesetc.)n Demonstrateyourexper-sen Don’tpitchproductsn Listen:Whatisthetoneofthebloggingsite?n Createaclearandsimple-tlen Usekeywords(forSEO)in-tle&bodyn Createaneditorialcalendar(andpipeline)n Linktoyourown&otherblogsinyourcopyn Researchkeywordsbutdon’toverusen Haveacalltoac-on(CTA)Related:Theperfectlyop-mizedpage

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Defini-on:BlogviaWikipedia“Ablog(atrunca-onoftheexpressionweblog)isadiscussionorinforma-onalsitepublishedontheWorldWideWebconsis-ngofdiscreteentries("posts")typicallydisplayedinreversechronologicalorder.”

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Defini-on:MicrobloggingviaWikipediaMicrobloggingisabroadcastmediumthatexistsintheformofblogging.Amicroblogdiffersfromatradi-onalbloginthatitscontentistypicallysmallerinbothactualandaggregatedfilesize.Microblogs"allowuserstoexchangesmallelementsofcontentsuchasshortsentences,individualimages,orvideolinks”,whichmaybethemajorreasonfortheirpopularity.Thesesmallmessagesaresome-mescalledmicroposts.

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Blog Blueprint

Cnfidential Source:Buffer.

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Cnfidential Source:Buffer.

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hAp://www.seomoz.org/blog/21-tac-cs-to-increase-blog-traffic-2012

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Communi-es

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Defini-on:OnlineCommunityviaWikipedia•  Anonlinecommunityisavirtualcommunitywhosemembersinteractwith

eachotherprimarilyviatheInternet.

•  Formany,onlinecommuni-esmayfeellikehome,consis-ngofa“familyofinvisiblefriends.”

•  Thosewhowishtobeapartofanonlinecommunityusuallyhavetobecome

amemberviaaspecificsiteandnecessarilyneedanInternetconnec-on.

•  Anonlinecommunitycanactasaninforma-onsystemwherememberscanpost,commentondiscussions,giveadviceorcollaborate.

•  Commonly,peoplecommunicatethroughsocialnetworkingsites,chatrooms,forums,e-maillistsanddiscussionboards.

•  Peoplemayalsojoinonlinecommuni-esthroughvideogames,blogsandvirtualworlds.

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BrandCommuni-es

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Cnfidential 19Source:Rumbletalk.

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NicheCommuni-es

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NicheNetworksviaWalsworth(2016)SMBNicheNetworks(2015)60+NicheNetworks(2013)

Cnfidential Source:WalsworthSource:AddThis.

Cnfidential Source:SocialMediaContractors.

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hAps://www.youtube.com/watch?v=TriV26badTU

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BrandCommunityBestPrac-ces

Cnfidential 26Source:LinkDex

Cnfidential 27hAp://SCN.SAP.com

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Source:LinkDex

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Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n  Sharerelevantcontentn  Engagetheaudiencen  EntertainandDelightn  Calls-To-Ac-on(CTA)n  Convertn  Createloyaltyloop(content&sharing)

Sharerelevantcontentwiththerightaudienceattheright-me.

The 3 Marketing Pillars

BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience

Portray:Whoareyou/yourcompany?n  Iden-tyn  Promise/Differen-ator

Createandmaintainconsistentlookandfeel;berecognizable.

Convince:WhydoesitmaXer?n  Clearunderstandingoftargetaudienceandneeds

n  UniqueSellingPointn  Differen-atorsn  Products&Services

Createrelevantcontentinformatsthatyouraudiencelikestoconsume.

Awareness, Engagement, Conversion 41

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Supplemental Materials

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Defini-on:BlogviaWikipediaAblog(atrunca-onoftheexpressionweblog)isadiscussionorinforma-onalsitepublishedontheWorldWideWebconsis-ngofdiscreteentries("posts")typicallydisplayedinreversechronologicalorder(themostrecentpostappearsfirst).Un-l2009,blogswereusuallytheworkofasingleindividual,occasionallyofasmallgroup,andomencoveredasinglesubject.Morerecently,"mul--authorblogs"(MABs)havedeveloped,withpostswriAenbylargenumbersofauthorsandprofessionallyedited.MABsfromnewspapers,othermediaoutlets,universi-es,thinktanks,advocacygroups,andsimilarins-tu-onsaccountforanincreasingquan-tyofblogtraffic.Blogcanalsobeusedasaverb,meaningtomaintainoraddcontenttoablog.

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Cnfidential 47Source:Rumbletalk.

Cnfidential 48Source:Rumbletalk.

Cnfidential Source:Walsworth

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NicheCommuni-es

Source:Walsworth

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Cnfidential Source:WalsworthSource:AddThis.

Cnfidential Source:Buffer.