2. is a conversational marketing company
specializing in engaging marketing-
weary consumers through the power of
community, dialogue and partnership.
2
8. A Parallel Universe / Intelligent Life
Yellow Testimonials/
Radio Print
Television Classifieds
Pages Reviews
Social
Auctions
Search
Vodcasting Podcasting Blogs Networking
(eBay)
Gawker/ AdSense
RocketBoom Podshow CraigsList MySpace
Weblogs (Google)
Digg Del.icio.us YouTube FaceBook Flickr Technorati Six Apart
8
9. From 4 Pâs to 6 Câs
Content
Custom-
Context
ization
Consumer
Community Commerce
Conversation
9
10. Communal Marketing: Marketing to and
through the community
âą Community is the killer app
âą Viral marketing has become the lazy
marketerâs guide to communal marketing
âą Letting your consumers do your work for
youâŠfor freeâŠis hardly scaleable or
predictable
â The tide can turn on a dime
10
11. vaspers@jaffejuice is looking for Top 10
Things New Bloggers Must Understand, the
title of a new post I'm working on today for
him and for clients.
11
13. Production is the New Consumption
âOf the IM Generation i.e. those born after
1980, 62% of the content they consume comes
from people they know personallyâ
13
14. Why do they do it?
âą The two Fâs: Fame ân Fortune
â 15 Posts/Streams of fame
âą âŠbecause they want a job
âą âŠbecause they are playing at the top of
Maslowâs Hierarchy
âą âŠbecause you arenât
âą âŠbecause they can
14
15. The genesis of an idea: from individual
conceptualization to communal adoption
Content is produced Content is discovered
Content is tagged Content is ranked/rated
Content is referenced Content is commented/
tracked back
Content is uploaded Content is mashed/
repurposed
Content is shared Content is embraced
Content is liberated Content is immortalized
15
18. âą Really Simple Syndication is in effect a mash-
up of the telegram meets the alarm clock,
with the speed, precision, reliability of FEDEX
âą It is on one level, the evolution of e-mail:
â Light on SPAM (for now) as it plays to the MDD
generation
âą R.S.S. powers the democratization of the
distribution of content
â Embedded HTML is a by-product or corollary of
R.S.S.
18
21. The continuum
BLOGGING PODCASTING VID-CASTING
Ease of Use Turnaround Time Influence Barriers to Entry
File size Time Commitment Awareness Adoption
21
23. Blogging Definition
A blog is a user-generated website
where entries are made in journal
style and displayed in a reverse
chronological order.
Source: Wikipedia
23
24. Blogging Facts
âą Technorati now follows more âą 6 monthsâs ago comparison:
than 108.9 million blogs (source: â 57 million-plus blogs
Technorati) â Blogosphere doubles every 235
days
âą There are over 120,000 blogs
created each day â 100,000 new blogs created every
day
âą Blogosphere is doubling every
â 1.3 million posts per day (54,000
320 days
per hour)
â The reason for the slower rate is
â Increasingly global and multi-
because it takes longer for a
lingual
larger number to double â itâs a
âą 39% English
natural plateau because of
âą 33% Japanese
mathematics
âą 10% Chinese
âą 1.5 million posts per day
âą The multi-lingual effect
continues, with English slipping a
bit as other countries gain speed
â 36% English
â 37% Japanese
â 8% Chinese
â Italian overtook Spanish for the
#4 spot
24
29. How-To Blogging
âą Cheap and Easy:
â Blogger, Portal Equivalent
âą Intermediate to Advanced:
â Typepad or Wordpress
âą As you get more advanced, youâll experiment with:
â Integrating audio
â Del.icio.us
â Technorati tags
â Moblogging
â Frappr
â Tagclouds
â Widgets
29
30. Blogging Tips/Doâs and Donâts
âąDo: âą Donât:
â Write naturally, in a human voice. â Speak disrespectfully of your
This is YOU talking colleagues. Itâs okay to criticize
an idea, but not a person
â Write shortâŠthink of byte size
nuggets â Get off-topic
â Read the comments that â Violate copyright or trademark
are posted â Be too casual
â Contribute comments on othersâ â Get ahead of yourselfâŠknow
posts your place in the âfishbowlâ
â Everybody loves lists â Feel you need to always startâŠor
(and bullets) controlâŠthe conversation
â Utilize images/ â Measure your results using âold
formatting/visual IDâs metricsâ
â Have fun
â Compelling, regular, transparent
posts are required
â Have an identity in order to
secure integrity in the
blogosphere (@kizzer)
30
32. 10 things you need to knowâŠ
1. Link love
2. Link baiting (Good, Bad and Ugly)
3. Everybody loves lists
âą 23 thingsâŠ
4. Alerts/Comments
âą Response and Responsiveness
5. Long Tail (part 1)
âą The office Sucks
6. Long Tail (part 2)
âą Feed the head with fresh meat if you want the long tail to wag
7. DNFTT
8. Blogger/Influencer Outreach
âą SMPR
9. Understand the echo chamber
10. Social media is not a fit for everyone
32
33. âŠfrom the Twitterati/Facebookerati
Tamera Kramer http://3i.wildfirestrategy.com
1. A blog is not a brochure
2. RSS feeds are your friend (FULL feeds - don't force a click-
through)
3. Commenting on other blogs respectfully is a way to join the
conversation
4. Your blog is a reflection of you - make sure you know which side
of yourself you want to share with the world
5. The conversation happens in real-time and is timeless.
6. Tagging is the folksonomy
7. If you don't have anything to say - don't blog
8. Pay attention to your metrics. They'll help with content
development and engaging in the conversation
9. A top 100 technorati blog may not be the same blog you're
looking to reach - context and niche is everything
10. Participate, have fun, be realistic, be humble, and don't just post
links.
33
34. Top 10 things new bloggers need to understand
Vaspers the Grate
1. You should blog because you have ideas to discuss, insights to share, opinions
to present, or a need to express yourself, coupled with a desire to get feedback
from others.
2. Blogs are not just another advertising medium for sales hype or controlled
quot;corporate messagesquot;.
3. It may take you up to a year, or more, to get any steady traffic, comments, or
quotes and links to your blog from other bloggers. You can't predict how
readers will react.
4. Blogging frequently will improve your thinking, research, debate, and online
interaction skills, to the point where it will eventually just flow out of you with little
effort or editing.
5. Personalize your blog with a custom design, tweak your sidebar frequently, and
change the entire design and colors at least once a year. Generic templates
provided by your platform (WordPress, Blogger, etc.) look amateur and lazy.
6. Be a good neighbor in the blogosphere, and drive traffic to your blog, by
putting your blog URL in your email signature, all promotional material, and by
posting comments frequently on other relevant blogs.
7. A blog is a great way to put a human voice and face on a company.
8. Write your post titles very carefully, with an eye to SEO (search engine
optimization).
9. Never be afraid of negative comments, or take them personally.
10. Use variety in your posts.
34
36. Podcast Definition
A podcast is a media file that is
distributed by subscription (paid
or unpaid) over the Internet
using syndication feeds, for
playback on mobile devices
and personal computers.
Source: Wikipedia
36
37. Key Podcasting Facts
âą All you need is a microphone, an Internet connection,
and online file storage
âą Feedburner currently feeding 596,466 publishers
who've burned 1,023,739 feeds (as of 14 Oct 07)
â Exceeds total worldwide number of radio stations
âą No iPod required
â 56% listen at their computers
âą Some 12% of adults have listened to a podcast â up
from 7% in Feb. â Apr. 2006 (Pew Internet & American
Life project, Nov. 2006)
â 45% of listenership is age 35-44
â Gender split is even (52% male, 48% female)
â Audiences is educated and affluent
37
38. How-To Podcasting
âą âChip and a chairâ (Web + Microphone)
âą The Cheap ân Dirty ATS Way
â One way conversations: Audacity
â Two way conservations: Skype + PowerGramo
â Fancypants: CastBlaster
â Input devices:
âą Logitech USB Headset
âą Karaoke Microphone
âą iRiver (equiv)
âą Hosting: Libsyn or Typepad etc.
âą Feedburner: RSS 2.0 Feed
38
39. Podcasting Tips/Doâs and Donâts
âą Do: âą Donât:
â Talk naturally â Try not to Read (or seem
like you areâŠ)
â Invite comments/ feedback
and contributions â Emulate radio hosts or
deejays
â Be brief (or not)
â Try something different or
creative
â Find your recording âsweet
spotâ â your authentic
voice
â Content is King!
39
40. More tips from the TwitteratiâŠ
âą kbodnar32@jaffejuice watch other great podcasters
and note how they are building their community and
interacting with their audience.
âą kbodnar32@jaffjuice if your podcast is not interesting
to you it won't be to anyone else. Use outside experts
and commentary back up your ideas.
âą kevinbehringer@jaffejuice: Podcasting - make sure the
naming convention is the same and id3 tags are
consistent
âą gregverdino@jaffejuice blogging (and podcasting) is
a tactic, not a strategy. blogging is a commitment,
not a quick fix. content is important but community is
moreso.
40
42. What can you do tomorrow?
1. Get hold of an RSS Aggregator and begin to
assemble a dream suite of feeds
2. Do the same with vod/podcasts (through
iTunes or an RSS aggregator)
3. D.I.Y.
âą Level 1: Subscribe to a blog, podcast, âvodcastâ
âą Level 2: Contribute towards a blog, pod/vodcast
âą Level 3: Start a blog, podcast, vodcast
4. Similarly, Explore Wikis, SL, etc.
42
43. Resources
âą Books
â Here
â Here
â Here
âą How-To/Guides
â Here
â Here
â Here
âą Lists
â Here
â Here
â Here
43