The presentation on blogging best practices by Mandy Burrell Booth, Ben Schulman, & Marissa Wasseluk for the Center For Nonprofit Success' Social Media Summit in Chicago.
1. Blogging 201
Social Media Summit
Thursday, April 12, 2011
2. Today’s goals
1. Explore what makes compelling blog content
2. Learn technical best practices
3. Discover new strategies, tools to engage the
audience
4. Discuss pitfalls, how to avoid/address them
3. The Congress for the New Urbanism
(CNU) is a member-based, advocacy
organization promoting walkable,
mixed-use neighborhood development,
sustainable communities and healthier
living conditions.
www.cnu.org
6. Content tips
• Know your audience
• Share your unique perspective
• Break news
• Highlight expertise, partners
• Use multimedia
• Eradicate nonprofit speak, jargon
• Tell stories
7. • Know your
audience. Write
pieces with
intent that
encourage
curiosity and
invite action.
8. • CNU Salons are interactive and timely tools that are used to
engage with our audience daily, and support our events and
initiatives. Tailor the message to the bigger picture it supports.
9. • CNU Salons are
used to promote
and highlight
upcoming events.
CNU holds an annual Congress in
a different city each year. Our
twentieth event - CNU 20 - will
take place May 9-12, 2012 in West
Palm Beach, FL. We maintain a
separate website for our annual
event. This year, it’s
www.cnu20.org.
10. • CNU Salons are used as entry point to encourage further discussion
and analysis of our initiatives. They provide an opportunity to link and/or
comment on relevant media pieces.
11. • In turn, CNU Salons help drive traffic to main initiative pages on website and
provide tangible examples of the larger issues being addressed.
12. Content as bait: engage
new readers and followers;
convert them to core
followers.
14. • Blogs are used to convey different messages for different purposes, but should
consistently maintain the tone and voice of the organization. It should be
engaging and lively, but it should not be your own.
15. Power of stories
Stories have sticking power.
“We can tell people abstract rules of thumb
which we have derived from prior experiences,
but it is very difficult for other people to
[remember and] learn from these. … Stories
make the events in memory memorable to
others and to ourselves. This is one of the
reasons why people like to tell stories.”
Roger C. Shank, from Tell Me A Story
17. Six elements of a great story
• A relatable protagonist
• Scene-setting
• Conflict
• Solution
• Change
• Call to action
18. Storytelling exercise
1. Think of the biggest thing your
organization is doing right now.
2. Take five minutes to imagine it as a story,
for instance as if it is a movie.
3. Share!
20. Anatomy of a Blog
Title / Header
Lead
Share
Buttons
21. SEO Best Practices
• Create content consistently and often
• Use keywords, tags and metadata
• Keep your site and content organized
• Be social and share your content
23. Frequent, Consistent Content
• Make it easy for folks to find your content!
– Accurate page titles
– Title tags
• Photos & videos drive traffic
24. Keywords
• Always use appropriate and relevant tags
and keywords to a post or page.
– Find your keywords!
25. Keywords
• Add alternative titles,
tags and
descriptions to
photos and other
multimedia content
embedded on a page.
– Cat, kitten, lolcat,
icanhazcheesburger
cat, funny cat picture,
cat cheeseburger
meme
27. Content Organization
• Plan out your website and consider the
hierarchy of content to be displayed.
• Ensure your site is easy to navigate for
your users
• Consider using categories to organize
content.
29. Socialize!
• Share your posts, photos and videos on
various social networks.
• Encourage audiences to link and share
your website and content.
30. Socialize!
• Create out-bound links on your own
website or posts to encourage a mutual
link and established relationship with other
sites, especially to site that are relative to
your content, industry or field.
31. Engaging your audience
• Use Social media, i.e. Facebook, Twitter
• Try paper.li, Tumbler
• Segment your blog
• Pitch other bloggers
• Invite guest bloggers
• Develop media partnerships
44. BRT campaign
• By “maximizing channels,” MPC grew web site
audience by >30 percent during one campaign.
• Social interaction increased by 31 percent.
45. Pat staff on back w/analytics
Visits
•October 2010 to September 2011 = 87,158
•Increased from 62,738 over previous year
51. Contact us
Mandy Burrell Booth
mburrell@metroplanning.org
Benjamin Schulman
bschulman@cnu.org
Marissa Wasseluk
marissa@newstips.org
Notes de l'éditeur
Introduce what CNU is and what we do.
Started the blog in 2009, and we’ve had a lot of success using it in a variety of ways: to share our story, to humanize our work, to provide news analysis, to strengthen partnerships by posting guest blogs, to generate content to share on social media, to engage with people on our issues. We have more than doubled our web traffic, from about 3,000 unique visitors per month to about 7,000 unique visitors per month.
We’ll focus on two of these now, and come back to the others later
- Use ‘loaded’ works to convey inclusion: join, you, now, support, learn.
How do we use our blog in a day-to-day sense? How does our blog support other aspects of our site and communications infrastructure? How does our blog support pushing forward our initiatives? How does our blog then interact with our social media presence?
How do we use our blog in a day-to-day sense? How does our blog support other aspects of our site and communications infrastructure? How does our blog support pushing forward our initiatives? How does our blog then interact with our social media presence?
How do we use our blog in a day-to-day sense? How does our blog support other aspects of our site and communications infrastructure? How does our blog support pushing forward our initiatives? How does our blog then interact with our social media presence?
Blog is used to serve different purposes but above all, has to maintain a certain voice of the organization. It should not be the your own.
How to segment your blog Cater to different types of readers and convert casual readers to core followers
Tools of Engagement Feed Relevant Content to Core Users and Followers
- Hand off to Mandy for storytelling aspect.
We knew we had to tell stories. EMPHASIZE THE HUMAN CONNECTION PIECE THAT’S OFTEN MISSING WITH STATS AND FACTS. “ As children we were naturally good at telling stories about events or topics that mattered and learning from others via their stories, but as we became older we were taught that serious people relied only on presenting information and "the facts." Accurate information, sound logic, and the facts are necessary, of course, but truly effective leaders in any field — including technical ones — know how to tell "the story" of their particular research endeavor, technological quest, or marketing plan, etc. The most common way to persuade people, says McKee, is with conventional rhetoric and an intellectual process that in the business world "...usually consists of a PowerPoint presentation" in which leaders build their case with statistics and quotes, etc. McKee says rhetoric is problematic because while we are making our case others are arguing with us in their heads using their own statistics and sources. Even if you do persuade through argument, says McKee, this is not good enough because "...people are not inspired to act on reason alone." The key, then, is to aim to unite an idea with an emotion, which is best done through story. "In a story, you not only weave a lot of information into the telling but you also arouse your listener's emotion and energy.“ http://www.presentationzen.com/presentationzen/2008/07/robert-mckee-on-the-power-of-story.html
Who knows this story? What modern stories have been based on this story? The Philistine army had gathered for war against Israel. Goliath was the Philistine’s heavy, and even Saul , King of Israel, was terrified of him. David was just a teenager, but he was not afraid of Goliath because he felt like had a greater power on his side – God. So David volunteered to fight Goliath. With a shepherd’s staff, slingshot and a pouch full of stones, David approached Goliath. His first shot went through a hole in Goliath’s armor, felling the giant. Then David then took Goliath's own sword, killed him and then cut off his head.
Go through elements of storytelling handout and then transition to 15-minute exercise
What was hard? How do we overcome those obstacles?
Phase 2
Phase 2
Phase 2 This is kind of ironic, because if you’re googling “worst SEO blog”, this’d be on the front page.
Phase 2 Create concise, unique and accurate page titles that are appropriate for your content. Search engines like Google look at your title and title tags that are used to display in search results
Phase 2
Phase 2
Phase 2 Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query.
Phase 2
Phase 2
Phase 2
Multimedia helps stories stick even more – and nowadays, we have so many tools at our disposal for telling digital stories: social media, YouTube, photo sharing sites like Flickr, easy/free blogging platforms like WordPress and Tumbler. People say these tools are free – and that’s true. But they take time to manage, and as we all know, time is money. So be selective: Know where your audience is and focus on growing and nurturing your network there. Learn more at Mashable.com
- Use Facebook to aggregate links and drive discussion of topics back to CNU.org - Link to member-generated, articles, etc.
- Use Facebook to aggregate links and drive discussion of topics back to CNU.org Link to member-generated, articles, etc. - CNU becomes aggregator of urbanist news threads and themes; CNU becomes confluence point where all traffic for urbanist news is driven
Use Twitter to reinforce blog and vice versa
Who to follow; who not to follow How to converse with followers Maintain conversations and connections
encourage participation on other channel other than official site Allow people to converse and establish connections Maintain branding
Perfect for events and conferences - LIVE BLOG encourage participation on other channel other than official site Allow people to converse and establish connections Maintain branding
Curate conversation of Twitter follower Maintain branding to drive traffic back to website
Reinforce Ben’s message about sharing posts via multiple channels. Show how maximizing those channels made a huge difference in our web traffic during BRT campaign: Blog Facebook Twitter Video Publication Event Enewsletter Email Media outreach
Engage your own staff in being a blog believer, ambassador
Pitch other blogs, share intentionally on FB/Twitter with those who write on similar perspectives
Invite guest bloggers
Pitch traditional media
Develop a media partnership Example: Bronzeville storytelling campaign/media partnership with Vocalo