Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

1. BRANDING: NOT JUST FOR THE BIG DOGS

2. WHO ARE WE? Katy Widrick katywidrick.com @kwidrick

3. WHO ARE WE? Jess Milcetich jessruns.com @jessmilcetich

4. WHAT IS THIS?

5. Healthy Living Blogger Survey 62 Questions Basic Stats, Blogging History and Future, Income, etc. 394 Responses See Where You Fit In...and Where You Can Stand Out!

6. WHAT IS A BRAND? You don't BRAND yourself once and call it done – you refine, revamp and return to your brand with every post. Think “if this were the day that The New York Times/Oprah Winfrey/my grandmother saw my blog, would it fulfill my mission statement?”

7. STOP, COLLABORATE, QUANTITATE & LISTEN

8. STOP DO A BLOG ASSESSMENT

9. STOP DO A BLOG ASSESSMENT Is the design clean and easy to understand?

10. STOP DO A BLOG ASSESSMENT Is the design clean and easy to understand? Is it easy to navigate?

11. STOP DO A BLOG ASSESSMENT Is the design clean and easy to understand? Is it easy to navigate? Would the average person understand your blog’s name, tagline and what’s in your navigation bar?

12. STOP DO A BLOG ASSESSMENT Is the design clean and easy to understand? Is it easy to navigate? Would the average person understand your blog’s name, tagline and what’s in your navigation bar? Would people recognize your blog just by looking at it, without knowing the URL?

13. WHOSE BANNER IS IT?

14. DID YOU GUESS RIGHT?

15. ACTION ITEMS

16. ACTION ITEMS Start with a mission statement What’s your blog all about? Long and short version

17. ACTION ITEMS Start with a mission statement What’s your blog all about? Long and short version

18. ACTION ITEMS Start with a mission statement What’s your blog all about? Long and short version Add a clear About page Mission statement should be clear on this page Include a current photo

19. ACTION ITEMS Start with a mission statement What’s your blog all about? Long and short version Add a clear About page Mission statement should be clear on this page Include a current photo

20. ACTION ITEMS Start with a mission statement What’s your blog all about? Long and short version Add a clear About page Mission statement should be clear on this page Include a current photo Make it easy for people to contact you Include email address and Twitter handle on a Contact Page

21. ABOUT: SHORT VS. LONG

22. ACTION ITEMS

23. ACTION ITEMS Use categories to illustrate blog’s mission

24. ACTION ITEMS Use categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog

25. ACTION ITEMS Use categories to illustrate blog’s mission Breaking content into groups makes it easy for readers to know exactly what they’re getting from your blog Examples: Recipes, Workouts, Photography, etc.

26. OFFER OPTIONS!

27. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc.

28. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc. Options:

29. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc. Options: http://example.com/category/ categoryname/feed

30. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc. Options: http://example.com/category/ categoryname/feed http://example.com/author/ authorname/feed/

31. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc. Options: http://example.com/category/ categoryname/feed http://example.com/author/ authorname/feed/ Burn separate feeds in Feedburner

32. OFFER OPTIONS! RSS feeds for individual categories, authors, tags, etc. Options: http://example.com/category/ categoryname/feed http://example.com/author/ authorname/feed/ Burn separate feeds in Feedburner Consider a plugin or custom graphics

33. WHAT’S IN A NAME?

34. WHAT’S IN A NAME? Are you happy with your blog name? URL?

35. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK!

36. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em

37. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain?

38. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host?

39. WHAT’S IN A NAME? Are you happy with your blog name? URL? Change is OK! Grab your name(s) across social networks: NameChk, User Name Check and Know Em Do you own your own domain? Self host? The good...and the bad

40. POP QUIZ! photo source: http://www.starandstyle.com/

41. POP QUIZ!

42. POP QUIZ!

43. What They Did Right Weren’t Afraid to Stand Out or Be Laughed At Identifiable -- You Know Their Names! Had the Potential to Go Viral Made You Want to Go Back for More Gave You a Reason to Share With Friends

44. BLOGGING RESUME/MEDIA KIT

45. BLOGGING RESUME/MEDIA KIT Public or private

46. BLOGGING RESUME/MEDIA KIT Public or private Remember your credentials, set goals and inspire confidence in readers, journalists, advertisers and more

47. BLOGGING RESUME/MEDIA KIT Public or private Remember your credentials, set goals and inspire confidence in readers, journalists, advertisers and more Key points:

48. BLOGGING RESUME/MEDIA KIT Public or private Remember your credentials, set goals and inspire confidence in readers, journalists, advertisers and more Key points: Years in business Areas of expertise Press Coverage Testimonials Statistics/Ad Rates Contact Information

49. EXAMPLES Templates: http://www.mombloggersclub.com/page/ media-kit-template-for-mom http://www.scribd.com/doc/12759264/ Media-Kit-Template Word Processing Software Pages (Mac) Power Point

50. COLLABORATE We’re Better Together

51. COLLABORATE

52. COLLABORATE Guest blogging:

53. COLLABORATE Guest blogging: Reach out to bloggers that cover your topic and offer to write a post for them

54. COLLABORATE Guest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community

55. COLLABORATE Guest blogging: Reach out to bloggers that cover your topic and offer to write a post for them Be very specific about what you plan to write about and why it would benefit the other blogger’s community Don’t blast the same email to several bloggers; make sure you know what the blogger you’re pitching covers, and write your email accordingly

56. COLLABORATE

57. COLLABORATE Moderate a live chat:

58. COLLABORATE Moderate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!)

59. COLLABORATE Moderate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing

60. COLLABORATE Moderate a live chat: Find a chat around your area of interest and offer to moderate (#fitblog is a great option!) It will be up to you to ask the questions, guide the chat and keep conversation flowing It’s a good way to get your name known within a community

61. COLLABORATE

62. COLLABORATE Work with reporters:

63. COLLABORATE Work with reporters: Offer to be a source to reporters working on stories about your blog topic

64. COLLABORATE Work with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/)

65. COLLABORATE Work with reporters: Offer to be a source to reporters working on stories about your blog topic HARO is a great free way to find reporters who are looking for sources (http://helpareporter.com/) ProfNet is a pay service similar to HARO; new ProfNet Connect lets experts set up free profiles that reporters can search to find experts in specific areas (http://profnet.com)

66. BLOGGING BUDDIES

67. BLOGGING BUDDIES Reach out for commenting, sharing, etc.

68. BLOGGING BUDDIES Reach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers

69. BLOGGING BUDDIES Reach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky!

70. BLOGGING BUDDIES Reach out for commenting, sharing, etc. Buddies support, spread the word and help you find new readers Make sure you have a site that will be sticky! Google Groups, Facebook Groups, Email Chains

71. QUANTITATE It’s All About Analytics

72. QUANTITATE

73. QUANTITATE Know who is reading/subscribing and what they do when they’re there

74. QUANTITATE Know who is reading/subscribing and what they do when they’re there Analytics (Wordpress/Blogger stats, Google Analytics, Feedburner, etc.)

75. QUANTITATE Know who is reading/subscribing and what they do when they’re there Analytics (Wordpress/Blogger stats, Google Analytics, Feedburner, etc.) Once you figure out what gets people to visit, comment, etc., you can customize your posts, schedule, etc.!

76. QUANTITATE

77. QUANTITATE Set up a regular blogging schedule

78. QUANTITATE Set up a regular blogging schedule Your readers will come to know when to expect your posts

79. QUANTITATE Set up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each

80. QUANTITATE Set up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized

81. QUANTITATE Set up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes

82. QUANTITATE Set up a regular blogging schedule Your readers will come to know when to expect your posts If you write on different topics, you can designate certain days for each Having a schedule will keep you organized Use Google Calendar -- it can send you reminders with topics and any notes Schedule can be flexible

83. QUANTITATE

84. QUANTITATE Calls to action:

85. QUANTITATE Calls to action: If you want your readers to do something, make it clear what they need to do and how to do it

86. QUANTITATE Calls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment

87. QUANTITATE Calls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it

88. QUANTITATE Calls to action: If you want your readers to do something, make it clear what they need to do and how to do it If you’re looking for feedback/advice, end your post with a question for people to comment If you’re trying to get more people to subscribe to your emails or follow you on Twitter, ask them to do it Use action words like “Subscribe here” “Follow me” “Friend me” “Leave a comment”

89. CALLS TO ACTION

90. LISTEN “The most precious gift we can offer anyone is our attention.”

91. LISTEN

92. LISTEN

93. LISTEN

94. LISTEN Respond to comments:

95. LISTEN Respond to comments:

96. LISTEN Respond to comments: Use a comment plugin that lets you respond by email

97. LISTEN Respond to comments: Use a comment plugin that lets you respond by email

98. LISTEN Respond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily

99. LISTEN Respond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily

100. LISTEN Respond to comments: Use a comment plugin that lets you respond by email Have your comments emailed to you so you can monitor them and respond quickly and easily Disqus, Intense Debate, CommentLuv and WordPress plugins are all options

101. EXAMPLES

102. EXAMPLES

103. HOW TO DO ALL THAT YOU WANT TO DO? The Nitty Gritty

104. MANAGE EFFICIENTLY

105. MANAGE EFFICIENTLY Publish in more than one place:

106. MANAGE EFFICIENTLY Publish in more than one place: Write your content once, publish in lots of places

107. MANAGE EFFICIENTLY Publish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks?

108. MANAGE EFFICIENTLY Publish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com

109. MANAGE EFFICIENTLY Publish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1%

110. MANAGE EFFICIENTLY Publish in more than one place: Write your content once, publish in lots of places Do you have your posts publish to Twitter, Facebook, other social networks? Life span on Twitter: < 1 hour Tweetwhen.com Visibility on Facebook: < 1% Do your posts go out in an email to subscribers?

111. MANAGE EFFICIENTLY

112. MANAGE EFFICIENTLY Facebook page for your blog:

113. MANAGE EFFICIENTLY Facebook page for your blog: You need to do more than just re-post your blog posts

114. MANAGE EFFICIENTLY Facebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved

115. MANAGE EFFICIENTLY Facebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB

116. MANAGE EFFICIENTLY Facebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB

117. MANAGE EFFICIENTLY Facebook page for your blog: You need to do more than just re-post your blog posts Make it interactive; Ask questions, let your fans vote on your next workout or recipe, get them involved Share photos; You can only publish so many photos in one post -- share extra on FB Video outtakes; Share the polished version on your blog, share outtakes, bloopers or just short clips on FB Most important; Make it a rich experience, more than what people would get on your blog.

118. WHEN TO PUBLISH

119. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule

120. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts

121. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts

122. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good

123. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts

124. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts

125. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days

126. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days

127. WHEN TO PUBLISH Specific time of day you publish matters less than publishing on a consistent schedule Pick mornings, afternoons, evenings and stick with it so your readers know when to expect your posts In general, publishing early is good People tend to read blogs in the morning before their day starts Tues., Wed., and Fri. are most popular days Tweet your links multiple times for most effect

128. MEASURE SUCCESS

129. MEASURE SUCCESS Analytics Page Views, Visits Comments FB Insights Email Subscribers Feed Subscribers

130. MANAGE EXPECTATIONS

131. MANAGE EXPECTATIONS You have a good blog!

132. MANAGE EXPECTATIONS You have a good blog!

133. MANAGE EXPECTATIONS You have a good blog! But you can always improve something

134. MANAGE EXPECTATIONS You have a good blog! But you can always improve something

135. MANAGE EXPECTATIONS You have a good blog! But you can always improve something Pick one or two small changes to start with so you aren’t overwhelmed

136. MANAGE EXPECTATIONS You have a good blog! But you can always improve something Pick one or two small changes to start with so you aren’t overwhelmed

137. MANAGE EXPECTATIONS You have a good blog! But you can always improve something Pick one or two small changes to start with so you aren’t overwhelmed Monitor those changes to see how they impact your numbers

138. MANAGE EXPECTATIONS You have a good blog! But you can always improve something Pick one or two small changes to start with so you aren’t overwhelmed Monitor those changes to see how they impact your numbers

139. MANAGE EXPECTATIONS You have a good blog! But you can always improve something Pick one or two small changes to start with so you aren’t overwhelmed Monitor those changes to see how they impact your numbers Understand it will take time for you to see big changes in readership, comments or subscribers

140. THE BAD WITH THE GOOD

141. THE BAD WITH THE GOOD No Press is Bad Press?

142. THE BAD WITH THE GOOD No Press is Bad Press? Bad comments/press:

143. THE BAD WITH THE GOOD No Press is Bad Press? Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussion

144. THE BAD WITH THE GOOD No Press is Bad Press? Bad comments/press: React quickly, transparently and definitively; Provide *all* sides and provide a place for safe discussion Have a basic crisis management plan at the ready

145. THE END Katy Widrick Jess Milcetich katywidrick.com jessruns.com @kwidrick @jessmilcetich

146. Credits Downloads made possible by: Music: “Born This Way” by Lady Gaga (available on iTunes) “Ice Ice Baby” by Vanilla Ice (available on iTunes) Photos: 123rf.com Makeover Blog Examples: http://theconcreterunner.com/ http://ahealthyjd.com/ (courtesy http://bloggenie.ca)

Branding: Not Just for the Big Dogs (Fitbloggin' 2011)

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Branding: Not Just for the Big Dogs (Fitbloggin' 2011)