What's a Blogger to Do? Content, Search & the Social Web
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The document discusses the differences between search and social media, emphasizing that search is for finding specific items while social media fosters engagement. It outlines a blogging strategy that includes setting goals such as gaining clients and being recognized as an authority. Additionally, it introduces the concept of 'content assets' and contrasts conventional publishing with participative content creation to enhance community sharing and interaction.
What's a Blogger to Do? Content, Search & the Social Web
- 1. What’s A Blogger to Do? Content, Search & the Social Web Dan McCarthy 1
- 2. From Machines to People 2
- 3. Social isn’t Search • Search provides a quick way for consumers to find specific things that they want • Social provides a way for consumers to stay engaged with people they like • Search isn’t Social 3
- 4. Social is a Blogging Strategy Blog A—Launched: 8/07 Blog B—Launched: 1/09 2011 posts 77 2011 posts 21 Total posts 515 Total posts 493 FB Likes 821 FB Fans 597 Twitter followers 1243 Twitter followers 1505 Tweets 14,817 Tweets 3,764 4
- 5. Adopt A New Paradigm 5
- 6. The Social Web provides the Participate Toolkit 6
- 7. Goals Drive Your Choices • I want to satisfy my creative urges and share. • I want to get more clients. • I want to be seen as an authority. • I want to get new ideas. • I want to sell ads. • I want to sell my product. • I want to meet specific people. • I want to be recognized. • I want to be published elsewhere. 7
- 8. The Participate Schema Send to home base • I want to be published elsewhere. • I want to get more clients. • I want to be seen as an authority. • I want to sell ads. • I want to sell my product. Participate • I want to satisfy my creative urges and share. • I want to be seen as an authority. • I want to get new ideas. • I want to meet specific people. • I want to be recognized. 8
- 9. The Concept of “Content Assets” • Publish Distribute Paradigm – Content is presented on a page, organized into a traditional format, including text & images. • Create Participate Paradigm – Content is created through a series of creating actions – writing, commenting, photographing, linking, enhancing, collecting, taping – and shared with a community on multiple platforms. Content Assets: • Photo • Audio • Comment • Writing • Link • Reaction • Video • Observation 9
- 10. The Rules Are Different Publish Rules Participate Rules • Conform to Google best • Share, post, repost in practices your most important • Frequent, structured communities content publishing is • Content ‘bits’ drive rewarded engagement • Don’t repeat yourself • Make structured • Focus on driving people publishing an event to your home base • You’re not always the focus 10
- 11. THANK YOU. Dan McCarthy @danielrmccarthy www.themediatransformation.com 11