blogs and beyond
DESCRIPTION
Socially syndicating content, presented to SIPA June 2008TRANSCRIPT
![Page 1: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/1.jpg)
Blogs and BeyondBlogs and BeyondIncorporating New Media Content
Into Your OfferingsRobyn Greenspan, Editor-in-Chief, ExecuNet
![Page 2: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/2.jpg)
![Page 3: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/3.jpg)
Content’s Intent
To broadcast (or narrowcast) messages, opinions, information (one-dimensional)
To start conversations (interactive) To drive to the web
(traffic/engagement)
![Page 4: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/4.jpg)
The Winning Hybrid
Content + Marketing + Social Media = SOCIAL SYNDICATION
Quality content has no value if it’s not being read.
Bring your content to the party – but WHERE’S THE PARTY?
![Page 5: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/5.jpg)
Content Delivery Channels/Drive to Content Strategies Blogs Mobile Twitter Widgets RSS Feeds Status Updates “Answers” Groups Audio, Video Podcasts Community, Comments Reader-Generated Loop Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
![Page 6: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/6.jpg)
Blogs
Editors, CEO, staff – executive/expert presence Remnants – relevant content that doesn’t
have a place in the publication/site Commentary, opinion – instead of news Personal – creating “story” around your
product, people
![Page 7: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/7.jpg)
![Page 8: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/8.jpg)
Mobile Internet (“Weekend Web”)
Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics
58% of smartphone users have accessed news or information via their device – M:Metrics
85% of iPhone users have accessed news or information via their device – M:Metrics Optimize web pages for mobile reading
![Page 9: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/9.jpg)
![Page 10: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/10.jpg)
![Page 11: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/11.jpg)
Mobile Text Messaging
2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner 301 billion mobile messages to be sent in
the U.S. in 2008 – Gartner
![Page 12: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/12.jpg)
Twitter Twitter.com
Micro-blogging, mass text messaging “Business casual” environment – messages must
be under 140 characters Drive readers to twitter.com/yournamehere and
have them “follow” you “Tweet” headline + URL
Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport
![Page 13: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/13.jpg)
![Page 14: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/14.jpg)
Widgets
Small pieces of code downloadable to desktop, website, task bar
Push content Viral
![Page 15: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/15.jpg)
![Page 16: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/16.jpg)
RSS
Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)
Better than bookmarks All sections of the publication should
carry an RSS subscription button Feedburner
![Page 17: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/17.jpg)
![Page 18: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/18.jpg)
Status Updates
Informs network Drives to content Beware “UCD” = updating
compulsively disorder
![Page 19: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/19.jpg)
![Page 20: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/20.jpg)
Answers
LinkedIn, Yahoo!, Ask Metafilter You’re the expert -- respond to questions
that subtly showcase your content/research
Transparency is essential
![Page 21: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/21.jpg)
![Page 22: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/22.jpg)
![Page 23: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/23.jpg)
Audio, Video Podcasts
Commentary, interviews, news can be offered on your site Offered via iTunes by one-off or
subscription YouTube channel
![Page 24: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/24.jpg)
![Page 25: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/25.jpg)
![Page 26: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/26.jpg)
Community, Comments
Interactive platform for readers Creates stickiness Inspire discussion with content, links
Add comments to other communities/blogs
![Page 27: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/27.jpg)
Reader-Generated Loop
Capture member conversations Package and distribute
Contributors will virally spread
![Page 28: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/28.jpg)
![Page 29: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/29.jpg)
Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
Content sharing, social bookmarking Digg demographic
Male, 18-49 years old, $30-$100k Compelling headlines Prepare for the “Digg Effect”
![Page 30: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/30.jpg)
![Page 31: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/31.jpg)
![Page 32: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/32.jpg)
Just Because You Can…Should You?
Hyper-distribution Can saturate a niche audience Message clarity, purpose
![Page 33: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/33.jpg)
Measuring Success
Traffic Views Comments Feedback Subscribers Clickthroughs Search ranking
![Page 34: Blogs And Beyond](https://reader033.vdocuments.us/reader033/viewer/2022051609/5461db57af7959422a8b4aa0/html5/thumbnails/34.jpg)
Blogs and Beyond:Incorporation New Media Content Into Your
Offerings
Robyn Greenspan Editor-in-Chief, [email protected]