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Center for Non-Profit Success Blogging to Build a Virtual Community

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Blogging 201 Using your blog to create a virtual community 2012 New York Social Media Summit Tuesday, June 26, 2012
Speakers • Lauren Lampasone, Digital Producer, NYPL (nypl.org/blog, @lolibrarian) • Bradley Jobling, Social Media Manager, Surgery – CUMC (columbiasurgery.net, @bradjobling) • Michael Remaly, VP Comm & PP – Philanthropy NY (blog.philanthropynewyork.org @mahremaley) • Eleanor Whitney – Program Officer, External Affairs, Fiscal Sponsorship – NYFFTA (artsfwd.org, ynpnnyc.org, diybusinessassociation.com/cmm, @killerfemme) 6/27/2012 3:49:43 PM CFNPS: Blogging 201 2
Agenda 8:30 AM • Introductions - Group 9:00 AM • Why Blog? 9:30 AM • Activity - Group 10:00 AM • Share - Group • Blogging Process • Outreach & Sharing 11:30 AM • Fostering Engagement • Pitfalls to Avoid 12:00 PM • Q&A - Group 12:30 PM • Conclusion 6/27/2012 3:49:43 PM CFNPS: Blogging 201 3
Introductions - Group • Organization & Constituents? • Blogging Experience? • Goals from Session? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 4
Why Blog? Social Marketing 6/27/2012 3:49:43 PM CFNPS: Blogging 201 5
Blogging Phases • Setup: Define objectives, goals & community. Start social media listening. • Getting Started: Create an editorial calendar & idea list. Choose your technology and analytics package. • Post & Outreach: Write & distribute content to audience. • Refine: Monitor analytics and optimize approach. 6/27/2012 3:49:43 PM CFNPS: Blogging 201 6
Activity: Strategy - Group • Objective: What are your objectives for blogging? How does this fit into your overall communications strategy? • Getting Started: How will the writing and posting be performed? Who is performing the tasks involved and when? • Post and Outreach: How are you going to distribute your content? Did you find new audiences through social media listening? Can you guest blog or syndicate content in an out-of-the-box way? • Refine: Are you reaching your goals? What can be improved? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 7
Activity: Post Ideas - Group • Topic: What’s important to your communities? What are you trying to communication? • First Person/Approachable Voice: What’s a personable or soft way to approach this? • Time Specific: Is there something new to say? • Format:What’s easier to create: text, audio, photos, or videos? • Edge: What’s the headline? How can you foster engagement? • Length: Be concise with lists or bullet points. How can you catch the “scanners”? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 8
Blogging Process: Idea List 6/27/2012 3:49:43 PM CFNPS: Blogging 201 9
Blogging Process: Editorial Calendar 6/27/2012 3:49:43 PM CFNPS: Blogging 201 10
Blogging Process Article: To Dos 6/27/2012 3:49:43 PM CFNPS: Blogging 201 11
Blogging Process Video: To Dos 6/27/2012 3:49:43 PM CFNPS: Blogging 201 12
Outreach & Sharing: Platforms Self Hosted Platforms (& Networks) • Wordpress.org • Tumblr • Movable Type • Wordpress.com • Joomla • Facebook • Instagram Themes • Blog Talk Radio • Wordpress.org • Pinterest • WooThemes • Twitter • Thesis • Flickr • YouTube • LinkedIn • eHow 6/27/2012 3:49:43 PM CFNPS: Blogging 201 13
Outreach & Sharing: Listening? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 14
Outreach & Sharing: Social Media Division Information Physician Profiles Clinical Trials (Procedures, Glossary, Directions) Apps, Education, Chats, FAQ, Check Lists & Webinars, Ask an Expert? & Teleconferences, Testimonials, Ratings Tools Support Groups News, Updates, Presentations, Newsletters, Events Posts, Video, eBrochures & Podcasts Referrals & Service 6/27/2012 3:49:43 PM CFNPS: Blogging 201 15
Fostering Engagement • Advocation: http://artsfwd.org/can-we-break-the-glass- ceiling-of-arts-leadership/#comment-2274 • Question & Answer: http://blog.philanthropynewyork.org/2012/05 /14/ask-your-question-to-duncan-king-and- walcott/comment-page-1/#comment-1930 • Timely Responses: http://www.nypl.org/blog/2012/02/01/i- love-reading#comment-5405 ) 6/27/2012 3:49:43 PM CFNPS: Blogging 201 16
Pitfalls to Avoid • Inconsistency • Focusing on SEO • Field of Dreams • Marketing Speak • Ignoring Audience (Analytics) • Bad Technology • Copyright Infringement 6/27/2012 3:49:43 PM CFNPS: Blogging 201 17
Summary • Why Blog? • Blogging Process • Outreach & Sharing • Fostering Engagement • Pitfalls to Avoid 6/27/2012 3:49:43 PM CFNPS: Blogging 201 18
Resources & Articles • Paid Content: The 3 pieces that are turning WordPress into a platform • The Ultimate List of Blogging Platforms, Blog Software, Free and Paid (100+!) • Who’s Blogging What? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 19
Questions? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 20

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Center for Non-Profit Success Blogging to Build a Virtual Community

  • 1. Blogging 201 Using your blog to create a virtual community 2012 New York Social Media Summit Tuesday, June 26, 2012
  • 2. Speakers • Lauren Lampasone, Digital Producer, NYPL (nypl.org/blog, @lolibrarian) • Bradley Jobling, Social Media Manager, Surgery – CUMC (columbiasurgery.net, @bradjobling) • Michael Remaly, VP Comm & PP – Philanthropy NY (blog.philanthropynewyork.org @mahremaley) • Eleanor Whitney – Program Officer, External Affairs, Fiscal Sponsorship – NYFFTA (artsfwd.org, ynpnnyc.org, diybusinessassociation.com/cmm, @killerfemme) 6/27/2012 3:49:43 PM CFNPS: Blogging 201 2
  • 3. Agenda 8:30 AM • Introductions - Group 9:00 AM • Why Blog? 9:30 AM • Activity - Group 10:00 AM • Share - Group • Blogging Process • Outreach & Sharing 11:30 AM • Fostering Engagement • Pitfalls to Avoid 12:00 PM • Q&A - Group 12:30 PM • Conclusion 6/27/2012 3:49:43 PM CFNPS: Blogging 201 3
  • 4. Introductions - Group • Organization & Constituents? • Blogging Experience? • Goals from Session? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 4
  • 5. Why Blog? Social Marketing 6/27/2012 3:49:43 PM CFNPS: Blogging 201 5
  • 6. Blogging Phases • Setup: Define objectives, goals & community. Start social media listening. • Getting Started: Create an editorial calendar & idea list. Choose your technology and analytics package. • Post & Outreach: Write & distribute content to audience. • Refine: Monitor analytics and optimize approach. 6/27/2012 3:49:43 PM CFNPS: Blogging 201 6
  • 7. Activity: Strategy - Group • Objective: What are your objectives for blogging? How does this fit into your overall communications strategy? • Getting Started: How will the writing and posting be performed? Who is performing the tasks involved and when? • Post and Outreach: How are you going to distribute your content? Did you find new audiences through social media listening? Can you guest blog or syndicate content in an out-of-the-box way? • Refine: Are you reaching your goals? What can be improved? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 7
  • 8. Activity: Post Ideas - Group • Topic: What’s important to your communities? What are you trying to communication? • First Person/Approachable Voice: What’s a personable or soft way to approach this? • Time Specific: Is there something new to say? • Format:What’s easier to create: text, audio, photos, or videos? • Edge: What’s the headline? How can you foster engagement? • Length: Be concise with lists or bullet points. How can you catch the “scanners”? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 8
  • 9. Blogging Process: Idea List 6/27/2012 3:49:43 PM CFNPS: Blogging 201 9
  • 10. Blogging Process: Editorial Calendar 6/27/2012 3:49:43 PM CFNPS: Blogging 201 10
  • 11. Blogging Process Article: To Dos 6/27/2012 3:49:43 PM CFNPS: Blogging 201 11
  • 12. Blogging Process Video: To Dos 6/27/2012 3:49:43 PM CFNPS: Blogging 201 12
  • 13. Outreach & Sharing: Platforms Self Hosted Platforms (& Networks) • Wordpress.org • Tumblr • Movable Type • Wordpress.com • Joomla • Facebook • Instagram Themes • Blog Talk Radio • Wordpress.org • Pinterest • WooThemes • Twitter • Thesis • Flickr • YouTube • LinkedIn • eHow 6/27/2012 3:49:43 PM CFNPS: Blogging 201 13
  • 14. Outreach & Sharing: Listening? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 14
  • 15. Outreach & Sharing: Social Media Division Information Physician Profiles Clinical Trials (Procedures, Glossary, Directions) Apps, Education, Chats, FAQ, Check Lists & Webinars, Ask an Expert? & Teleconferences, Testimonials, Ratings Tools Support Groups News, Updates, Presentations, Newsletters, Events Posts, Video, eBrochures & Podcasts Referrals & Service 6/27/2012 3:49:43 PM CFNPS: Blogging 201 15
  • 16. Fostering Engagement • Advocation: http://artsfwd.org/can-we-break-the-glass- ceiling-of-arts-leadership/#comment-2274 • Question & Answer: http://blog.philanthropynewyork.org/2012/05 /14/ask-your-question-to-duncan-king-and- walcott/comment-page-1/#comment-1930 • Timely Responses: http://www.nypl.org/blog/2012/02/01/i- love-reading#comment-5405 ) 6/27/2012 3:49:43 PM CFNPS: Blogging 201 16
  • 17. Pitfalls to Avoid • Inconsistency • Focusing on SEO • Field of Dreams • Marketing Speak • Ignoring Audience (Analytics) • Bad Technology • Copyright Infringement 6/27/2012 3:49:43 PM CFNPS: Blogging 201 17
  • 18. Summary • Why Blog? • Blogging Process • Outreach & Sharing • Fostering Engagement • Pitfalls to Avoid 6/27/2012 3:49:43 PM CFNPS: Blogging 201 18
  • 19. Resources & Articles • Paid Content: The 3 pieces that are turning WordPress into a platform • The Ultimate List of Blogging Platforms, Blog Software, Free and Paid (100+!) • Who’s Blogging What? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 19
  • 20. Questions? 6/27/2012 3:49:43 PM CFNPS: Blogging 201 20