Your Blog As a Business - BlogHer 13
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My session w/Susan Getgood from BlogHer 13 Pathfinder day
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Your Blog As a Business - BlogHer 13
- 1. My Blog as a Business
- 2. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Morning Workshop & Discovery LIANNE FARBES Digital Girl Media, @themakeupgirl SUSAN GETGOOD BlogHer, Inc., @sgetgood PATHFINDERS
- 3. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Agenda 1. Who we are 2. Why we‟re here 3. 10 Guiding Principles AM: #1-4 PM: #5-10
- 4. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Lianne Farbes Blogger Entrepreneur Beauty Expert Brand Ambassador Digital Consultant Founder, Digital Girl Media Photo source: Lianne Farbes
- 5. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Susan Getgood Blogger Author, Professional Blogging For Dummies VP Influencer Marketing, BlogHer Co-Founder, Blog With IntegrityPhoto source: Susan Getgood
- 6. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Disclaimer Some of the content in this session relates to financial and legal matters. We are not accountants. We are not lawyers. Nor do we play them on the Internet or at blogging conferences. We will share with you our perspective on certain financial and legal topics, but the only ADVICE we will give you is to please get the appropriate credentialed professionals to advise you on financial and legal matters.
- 7. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
- 8. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 1. BEGIN WITH THE END: objectives, tactics, strategy Source: “Notorious” via wikimedia commons
- 9. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 2. WHY DO YOU BLOG? Photo: tobinblack on Flickr
- 10. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required A Marathon, Not a Sprint Photo: PeanutButterRunner
- 11. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 3. THE DREADED ELEVATOR PITCH Differentiation in a sea of sameness Source: Kevin & Amanda, kevinandamanda.com
- 12. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog Your Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
- 13. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required "Hi, I'm Lianne Farbes. I write a blog called The Makeup Girl. I've been in the beauty business for 20 + years and am considered an expert on all things beauty."
- 14. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog DIVAS CAN COOK: Old fashioned cooking for the modern super woman. STEAMY KITCHEN: A food blog featuring fast, fresh, and simple recipes easy enough for tonight's dinner. BETTY CONFIDENTIAL: “Your best friend and confidant,” Betty Confidential is the go-to- girl for celebrity news, style and beauty tips and relationship advice for like‐minded women in their 20s, 30s and 40s. COOL MOM PICKS: A cheeky shopping, trend and design blog for parents, which offers indie-minded products and resources for a dedicated audience of shoppers and influencers. YOUR BLOG: ? My blog is [what is it?] which offers [unique perspective] for [specific audience]
- 15. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: About Your Blog Your Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
- 16. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Monetization Source: Controlling My Chaos, http://www.controllingmychaos.com/
- 17. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 4. Paths to Monetization (there’s more than one!) • Advertising • Affiliate • Sponsored • Hired Source: Ilva Beretta, Lucullian Delight
- 18. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Lianne’s Path Photo source: Lianne Farbes
- 19. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Advertising • Ad Networks • Google AdSense • Remnant providers such as Double Click • Sell your own
- 20. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Affiliate Amazon, the big Kahuna of affiliate programs • Low barrier to entry • Has not been available in the “tax nexus” states that treat the aggregate of state-based affiliates as a “physical” presence in the state for the purposes of state taxation, leading Amazon to shutter the program for residents of those states to avoid the taxation. • This situation is very fluid. Amazon continues to make deals with affected states such as CT to collect sales tax in those states • Good Resource: http://en.wikipedia.org/wiki/Amazon_tax Retailer Affiliate Programs • Most are managed by affiliate networks such as Rakuten LinkShare, ShareASale and Commission Junction • You need to join the network, and then apply to each individual retailer • Tax nexus usually not an issue because most stores have bricks and mortar presence already
- 21. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Sponsored Sponsored Content • On your blog • Using your social graph (Twitter, Facebook, Pinterest, Instagram, Google+) Securing opportunities • Through your ad network • On your own, proactively • Pitches from PR
- 22. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Hired • Freelance opportunities On other blogs For companies/media properties • Book Deal • Consulting • Spokesperson/Speaking • Full Time Employment
- 23. “BlogHer is a snake meal of ideas in a wonton wrapper of love. Afterwards you need a 2- day nap, then it nourishes you for a year.” – @debontherocks
- 24. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Afternoon Workshop & Journey LIANNE FARBES Digital Girl Media, @themakeupgirl SUSAN GETGOOD BlogHer, Inc., @sgetgood PATHFINDERS
- 25. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
- 26. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 5. See and be seen: Be easy to find Display your email address on your blog. In a visible place. Dump the impersonal contact form. Be an active participant in social networks. Try „em all, but focus on the ones where your peeps are Invest time (and even money) into Search Engine Optimization Use the right keywords Title and first paragraph match Submit to speak at appropriate conferences Network! Source: Momma Go Round, http://www.mommagoround.com
- 27. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Networking works!
- 28. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 6. Credentials! A.K.A. What have you done for me lately? Source: Pinterest, pinned from H&M website
- 29. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Exercise: What’s Your Awesome? Establishing You: Share one thing that you think would be good to tout on your blog. Establishing Your Expertise: I am an expert in __________________ because of _____________.
- 30. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Resource: about.me
- 31. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 7. Business basics when going pro Source: hesaidteeshed poster
- 32. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Tips Act like a pro - Meet deadlines. Create a simple media kit and have a clear idea of your rates, but don‟t publish a price list. Look like a pro – Invest in a professional logo. Contracts – Read and don‟t be afraid to negotiate Understand your value – What‟s the return on investment for a marketer that works with you? Understand your Google Analytics (uniques, pageviews, time on site, bounce rate, referrers) Know how your site works – Don‟t become a hostage to a web developer to change every little thing. Don‟t WORK for free -- That‟s volunteering, and you should only volunteer for causes YOU care about.
- 33. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 8. “Find your tribe” Photo: Kevin & Amanda http://www.kevinandamanda.com
- 34. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 9. Ethics, disclosure + other best practices Source: ragtrader shop: ragtrader.etsy.com
- 35. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 9. Ethics, disclosure + other best practices Disclosure & the FTC Guidelines Copyright & plagiarism
- 36. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required The FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce” • Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. • Require disclosure of a “material connection” between a seller and an endorser • Impose liability for false statements on both seller and endorser
- 37. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Bloggers must: Disclose compensated relationships such as: • Product reviews • Paid posts or tweets • Post about a free trip or other benefit • Consulting or employment Follow their stated policies. Failure to do so could be considered “deceptive business practice.” Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself: • Tell the truth. Don‟t say you used it if you didn‟t, and if you don‟t like it, say so. • Get the information you need to be accurate • Read agreements carefully
- 38. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required The Bottom Line Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed? If it‟s not clear from the context, the connection must be disclosed.
- 39. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Copyright and Plagiarism Copyright and Plagiarism content developed for BlogHer Pathfinder 11 by Sara Hawkins (www.savingforsomeday.com) and used with permission.* *See how we did that? Not plagiarised!
- 40. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Definitions: Copyright is a form of protection grounded in the U.S. Constitution for original works of authorship fixed in a tangible medium of expression. Copyright covers both published and unpublished works. Plagiarism is the wrongful appropriation or close imitation and publication of another person‟s language, thoughts, expressions or ideas AND representing them as your own. Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.
- 41. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Copyright Best Practices Just because it‟s on the internet DOES NOT mean it‟s in the public domain. Citing your source, giving a link back or mentioning the author‟s name or blog in YOUR post does not mean you can use their copyrighted material! Obtain permission before using someone else‟s copyrighted work. Always. Every Time! Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.
- 42. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Protecting YOUR Copyright Put a copyright statement on your blog Creative Commons Watermarks on photos 42
- 43. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10. Do it because you love it! Photo source: Meg Duerksen, whatever
- 44. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10. Do it because you love it! Photo source: Lianne Farbes
- 45. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Paths to monetization 5. See and be seen 6. Credentials. A.K.A. What have you done for me lately? 7. Business basics when going pro 8. “Find your tribe” 9. Ethics, disclosure and other best practices 10. Do it because you love it!
- 46. #BlogHerPathfinder INTERNET SSID: BlogHer „13 | No Password Required Thank You! LIANNE FARBES Digital Girl Media, @themakeupgirl lianne@liannefarbes.com SUSAN GETGOOD BlogHer, Inc., @sgetgood susan@blogher.com mobile 617 967 0169 PATHFINDERS
Editor's Notes
- 10-10:150shIntro10:15-10:45Begin with the end Why do you blog?10:45-11:30The dreaded elevator pitch – differentiating yourselfInclude 30 minute exercise11:30-noonPaths to monetization10-10:150shIntro10:15-10:45Begin with the end Why do you blog?10:45-11:30The dreaded elevator pitch – differentiating yourselfInclude 30 minute exercise11:30-noonPaths to monetization
- LianneFarbes is the Founder and CEO of Digital Girl Media. A known staple within the New York media and PR scene, Lianne is a sought after digital consultant that has worked with some of the most influential names over the past 7 years within the beauty and lifestyle industries. Her award winning blog The Makeup Girl, has been featured in the pages of Lucky, InStyle and Ebony magazines and on Glamour.com.She is an on air beauty expert that currently serves as a brand ambassador for Avon, Inc., RoC Skincare and Aveeno. She has also consulted with major companies like Unilever and their Suave, Dove & Ponds brands, several Proctor & Gamble Beauty brands, Johnson & Johnson, and Estee Lauder's MAC Cosmetics. She is also the founder of the highly successful online editor event Cocktails & Couture. A sought after speaker, Lianne can be found providing industry forecasts and other insightful information at many high profile panels, blogging meetups & conferences nationwide.Even though Lianne has achieved much success, to her the most memorable achievement is the collaboration with MAC Cosmetics on a capsule collection called "Bloggers Obsessions" that went on sale online in North America. Her shade, Hocus Pocus...an ode to the ever popular smokey eye, debuted on June 21, 2011, and sold out in a week.
- 10-10:150shIntro10:15-10:45Begin with the end Why do you blog?10:45-11:30The dreaded elevator pitch – differentiating yourselfInclude 30 minute exercise11:30-noonPaths to monetization
- Objectives = Your Goals. What you want to achieveTactics = Activities. What you do.Strategy = the connective tissue that links tactics with goals. It’s how you put the tactics together to achieve your goals. Understanding why tactic a will lead to outcome b and goal c.LIANNEMy objective to blog in the beginning was PURELY to spread and share knowledge. It still is that way just on a larger scale. One of my biggest strengths is that my brain is a large repository for seemingly useless information. BUT I have found that most of the information I retain is actually USEFUL! I started by telling my own stories then it morphed into me being able to tell stories for others through my blog.
- Easier ways to make money so you have to be passionate about what you are doingKnow why you blogThink of all the possibilities and it will help you focus-stepping stone to other writing jobs?-personal expression?-make a bit of money?-book deal?-become an authority on a topic?-to support another business or company?
- LIANNEI blog, therefore I am LOL. I mean, I do it because I love it. If you are getting into blogging because you think there is money in it, turn around right now and go home. You have to create financial opportunities for yourself based on the validity of your content. That is how you carve out your own piece of the internet pie.
- 10:45Be able to describe your blog in one sentence -positioning = the art of sacrifice-narrowing down, focusing-diferentiation*exercise – ask people to share
- LIANNEAlways have ready to go, a two sentence pitch about you and your blog. It should be slightly witty and not at all braggadocios. You should feel comfortable speaking it and it should reflect your personality. The blogosphere is SATURATED right now and injecting your personality will help to set yourself apart from the never ending sea of bloggers. Obviously you can vary this for spontaneity according to what questions your being asked, but don;t be afraid to toot your own horn!"Always lead with your expertise..."
- Replace Cool Mom Picks try to find AA blog
- 11:00 Groups of 4.20 minutes to work on their own in groups10 to discuss
- 11:30
- How will I make money?-ads (banners, email) (discuss various ad networks?)-paid content/reviews/advertorial-twitter parties, sponsored tweets-pinterest?-payment for a column on other sites-business/professional blogging for pay-spokesperson opportunities
- LIANNEThere are several ways to monetize your blog. I joined a network early on and I am still with a network. BUT I also do sponsored posts and consulting work. In essence I have about 6 jobs and that in the end may not be for you. You have to find your groove and what works for you.
- Advantages of each
- 2-2:15See and be seen2:15-3:00Credentials. A.K.A. What have you done for me lately?Include 30 minute exercise on Awesome3:00-4Business basics when going pro “Find your tribe”Ethics, disclosure and other best practicesDo it because you love it!
- Be easy to find/reachPromotionSocial PlatformsSEO
- LIANNE Not only should you make yourself easy to find as far as your blog. That means making your blog easy to read/find but you should also network, network NETWORK! Kudos to you for taking the first step and being HERE. Always be prepared to network (have your business cards, elevator pitch and sparkling personality ready to go at all times)I have a networking event for fashion and beauty blogs that I host twice a year during New York Fashion Week called Cocktails & Couture. Find an event that you can participate in that falls in your niche and attend it frequently.I remember once when I was at a birthday party one summer because I just happened to be in New York. My friend Dina was having a birthday party and I attended. While I was there, I met and spoke with the Vice President of Avon’s Communications department and she chatted with me about a brand ambassador program they were thinking of putting together. Nothing came of it right away, but that October I was named one of the ambassadors with a yearly salary. I was prepared and sold myself.
- Put your credentials clearly on your blog -press-relevant industry experience-popular posts/other writing-awards and accolades *fact based – don’t lie/exaggerate(ie if you speak at the community keynote you are not “the blogher keynote speaker”)
- Modify slidePersonal voice – What’s your awesome? Expert -Iam an expert in X because of Y
- LIANNEAlways keep your credentials updated and add your skills and good things as they come up. A great FREE service for this is called about.me. It’s a little webpage that you can use to talk all about yourself. You can add all your social networks and a short bio – all in one place. It’s like an internet calling card. I’ve been using it for years and I have gotten MANY business inquiries from it as well.
- Act like a pro – Look like a pro (professional logo is a good investment Contracts AnalyticsROIRate sheets/media kit Meet deadlinesBe aware of what you present to the world
- LIANNEWhen I decided to “Go pro” it was because I had been laid off from my job and was taking a leap (of faith…of course). I still had my blog but I had to teach myself how to run it and do the code and what not because I couldn’t afford to pay anyone to do it for me. I Recommend learning EVERYTHING you can about ANYTHING you can so that if anything breaks you can fix it. Also you have to know your worth (aka when to work for free and when to say “no”). I have turned down MANY a project because they weren’t up to my standards and guess what? Something else always came along that was BETTER.
- Functioning within a communityBe respectful of your tribeLIANNEI think this goes back to networking. I have an amazing tribe of bloggers and writers that I have met THROUGH my website. I consider them all friends and they have all helped me with all kinds of advice and war stories of their own. It’s important to be able to share and connect with others that are in the same space as you.
- DisclosureCopyrightPlagiarismThe FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. Require disclosure of a “material connection” between a seller and an endorserImpose liability for false statements on both seller and endorserGuidelines were effective 12/1/2009The Guides don’t have the force of law -- no penalties. FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggersLong, confidential processBloggers must:Disclose compensated relationships such as:Product reviewsPaid posts or tweetsPost about a free trip or other benefitConsulting or employmentFollow their stated policies. Failure to do so could be considered “deceptive business practice.”Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself:Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. Get the information you need to be accurateRead agreements carefully
- DisclosureCopyrightPlagiarismThe FTC Guidelines Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. Require disclosure of a “material connection” between a seller and an endorserImpose liability for false statements on both seller and endorserGuidelines were effective 12/1/2009The Guides don’t have the force of law -- no penalties. FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggersLong, confidential processBloggers must:Disclose compensated relationships such as:Product reviewsPaid posts or tweetsPost about a free trip or other benefitConsulting or employmentFollow their stated policies. Failure to do so could be considered “deceptive business practice.”Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself:Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. Get the information you need to be accurateRead agreements carefully
- Guidelines were effective 12/1/2009The Guides don’t have the force of law -- no penalties. FTC has publicly stated that it intends to focus investigations on companies and advertisers, not individual bloggersLong, confidential process86 page document 5 examples specific to bloggingDisclosure is a best practice but it is also becoming a requirement. 1980 A material connection is one that might affect the weight or credibility of the endorsement, i.e., isn’t reasonably expected by the audienceExamples of such connections include:Seller is compensating endorserEndorser is employee or business associate of sellerEndorser is related to seller
- LIANNERule number 1, ALWAYS disclose your relationships to your readers. Rule number 2 NEVER copy, borrow or otherwise take work from the internet without giving credit. I knew a girl once that copied another blogger’s rundown thinking it was just a press release. What she didn’t know is that the other blogger had made edits to the release with her own comments about each product. The incident was innocent, but she learned an important lesson. Do the work yourself and don’t cut corners.
- Copyright law does not protect recipes that are mere listings of ingredients. Nor does it protect other mere listings of ingredients such as those found in formulas, compounds, or prescriptions. Copyright protection may, however, extend to substantial literary expression—a description, explanation, or illustration, for example—that accompanies a recipe or formula or to a combination of recipes, as in a cookbook.Only original works of authorship are protected by copyright. “Original” means that an author produced a work by his or her own intellectual effort instead of copying it from an existing work.
- LIANNEThis goes back to the beginning. I love blogging, you should too (otherwise, why are you here?) Blogging is a thankless job with little payoffs unless you create them for yourself. You are the IT department, editor, photographer, photo editor, business manager, salary negotiator, marketing manager, technical director and a host of other hats that you have to wear being a blogger.