blogher14: pathfinder day: the path to business owner
Post on 09-May-2015
1.066 Views
Preview:
DESCRIPTION
TRANSCRIPT
PATHFINDER DAY
The Path to Business Owner
The Path to Business Owner
Erica DiamondWomen on the Fence, @EricaDiamond
Jennifer EversMe, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult
PATHFINDER DAY
Agenda
1. Who we are2. Why we’re here3. 10 Guiding Principles for Successful Professional Blogging
• Am: #1- 5• PM: #6-10
The Path to Business Owner
Erica DiamondWomen on the Fence®, @EricaDiamond
PATHFINDER DAY
Erica Diamond
• Blogger and Editor-In-Chief WomenOnTheFence.com®
• Women’s Expert and Life & Business Coach Erica-Diamond.com
• Weekly Lifestyle & Parenting Correspondent Global TV
• Entrepreneur• Author• Speaker• Spokesperson
The Path to Business Owner
Jennifer EversMe, Myself and Jen, @AFewGoodJens
MM&J Consulting, @MMandJConsulting
PATHFINDER DAY
Jennifer Evers
• Blogger• Trainer• Speaker• Strategist• President, MM&J Consulting
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.
10 Guiding Principles for Successful Professional Blogging1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Business basics when going pro5. Ethics, disclosure and other best practices6. Paths to monetization7. See and be seen8. Credentials, AKA what have you done for me lately?9. “Find your Tribe”10. Do it because you love it – Action Plan
1. Begin With The End: objectives, tactics, strategy
Source: Jennifer Evers
2. Why Do You Blog??
Source: Jennifer Evers
It’s a Marathon, Not a Sprint
Photo: PeanutButterRunner
3. The Dreaded Elevator Pitch
Differentiation in a Sea of Sameness
How to you Present your Blog to a Brand?
Source: Kevin & Amanda, kevinandamanda.com
EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition __________________
Your Audience ___________________
Your Niche or Category _______________________
My blog is [what is it?] which offers [unique perspective] for [specific audience]
"Hi, I'm Erica Diamond. I write a Women’s Lifestyle blog called
WomenOnTheFence.com. I've been in the women and business space for 20 + years and am considered an expert on all things entrepreneurship, lifestyle and balance."
Examples of a Blogger Elevator PitchMOMMA CUISINE: Making Great Everyday Meals
THE BLOGGESS: I wrote for the Houston Chronicle, but I needed an uncensored space to say the f-word and talk about ninjas so I started this blog.
A GRACEFULL-LIFE: I love to write about DIY on the cheap. Basically I am Martha Stewart. Without the money. Or the fancy cars. Or the hired help. Or the intricate art projects. Ok I am nothing like Martha Stewart.
YOUR BLOG: ?
My blog is [what is it?] which offers [unique perspective] for [specific audience]
EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition __________________
Your Audience ___________________
Your Niche or Category _______________________
My blog is [what is it?] which offers [unique perspective] for [specific audience]
4. Business Basics When Going Pro
Source: hesaidteeshed poster
Tips for Going Pro• Act like a pro: Create a simple media kit and have a clear idea of your rates – but don’t
publish them. Meet deadlines, without exception.
• 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 Google Analytics (uniques, pageviews, hang time, bounce rate, referrers).
• Know how your site works: Don’t become a hostage to a web designer. You’ll also save $$.
• Don’t work for free: That’s volunteering, and you are in this to make $$.
5. Ethics, Disclosures & Best Practices
• Disclosure & the FTC Guidelines• Copyright & plagiarism
The Federal Trade Commission (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
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
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.
• For more information: http://www.blogher.com/must-read-ftc-clarifies-their-rules-bloggers
Disclosure Example
Image via SuburbanScrawl.com, Erica Diamond
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 plagiarized!
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.
Protecting Your Copyright
• Put a copyright statement on your blog• Creative Commons• Watermarks on photos• Create your own: PicMonkey.com,
Canva.com• Subscription service:
depositphotos.com, istockphotos.com• Free: morguefile.com
Used with permission from InTheKitchenWithKP.com
10 Guiding Principles for Successful Professional Blogging1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Business basics when going pro5. Ethics, disclosure and other best practices6. Paths to monetization7. See and be seen8. Credentials, AKA what have you done for me lately?9. “Find your Tribe”10. Do it because you love it – Action Plan
10 Guiding Principles for Successful Professional Blogging1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Business basics when going pro5. Ethics, disclosure and other best practices6. Paths to monetization7. See and be seen8. Credentials, AKA what have you done for me lately?9. “Find your Tribe”10. Do it because you love it – Action Plan
The Path to Business OwnerAfternoon Session
Erica DiamondWomen on the Fence®, @EricaDiamond
Jennifer EversMe, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult
PATHFINDER DAY
10 Guiding Principles for Successful Professional Blogging1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Business basics when going pro5. Ethics, disclosure and other best practices6. Paths to monetization7. See and be seen8. Credentials, AKA what have you done for me lately?9. “Find your Tribe”10. Do it because you love it – Action Plan
Source: Jennifer Evers
6. The Paths to Monetization (there’s more than one!)
• Advertising (banner ads…)• Affiliate• Sponsored • Hired (coach, speaker,
spokesperson, writer, reviews)• E-Content (Webinars,
Tele-seminars, E-books,…)
Source: Ilva Beretta, Lucullian Delight
Erica’s Path
• Banner Ads (Glam)• Sponsored Content (with Brands)• Twitter Parties• Coaching / Consult• Speaking• Book sales• Weekly paid TV• Spokesperson gigs• Paid writer for others• “Partners” – Corp.
Images courtesy of Erica Diamond
Jennifer’s Path
• Sponsored Content • Product Reviews• Brand Relationships• Twitter Parties• MM&J Consulting
Images courtesy of Jennifer Evers
Advertising
• Ad Networks (Ex: BlogHer)• Google AdSense• Corporate Sponsors / Partners• Sell your own – consider starting local!
Source: BlogHer
Affiliate• Amazon (the big Kahuna of affiliate programs), GoDaddy, iTunes (you can promote Apple
products) --many have low barrier to entry and most are free to join.• You are the middleman so you don't have to deal with customer service, taking orders,
etc. The companies you become affiliated with provide you with a tracking link to use to link to their site. That's how they track how many sales you've generated.
• The key is to choose a subject you love (hobby, passion, topic, etc.) and build a content-rich, informative blog post about it.
Source: Agbeat.com
Sponsored Content
• Creating original content in line with a campaign or message from a brand
• Two Types: - Blog Post - Touts on Social Media channels
• Leverage your social media reach: Facebook, Twitter, Pinterest, Instagram, Google+
Source: Me, Myself and Jen
Securing Opportunities
• On your own, proactively• Pitches from or for PR• Local Businesses you patron
Source: Jennifer Evers
Hired
• Freelance opportunities• On other blogs• For companies / media
properties
• Book Deal• Consulting / Coaching• Spokesperson / Speaking• Full Time Employment
Source: Twitter
What not to do: Paid Follow Links
• Google will penalize your website severely for this
• If it’s paid content, all links must include No Follow attribute
• Rel=“nofollow”• Ex: <a href="your-url.com "
rel="nofollow">Url Name</a>
Source: Jennifer Evers
7. See and Be Seen: Be Easy To Find
• SUBSCRIBE BUTTON front and center: start building your email list from day one
• BE SOCIAL: try all of the social networks but focus where your peeps are!
• GUEST BLOG on other sites whose audience you are trying to grab, Link Parties
• INVEST TIME (and $) into Search Engine Optimization
• SUBMIT TO SPEAK at appropriate conferenceImage via PSDsharing.com
7. See and Be Seen: Be Easy To Find (cont.)
• NETWORK!
• GET BOOKED in the Media! – Tricks to GETTING BOOKED: 1) Storytelling 2) Providing Value (Tips)
• IRL at Conferences
• NEWSLETTER and Emails
• CROSS PROMOTION!
Source: acsf.org
8. Credentials . . . About Me!The World Needs to Know Why You Are FABULOUS!
Source: Pinterest, pinned from H&M website
Resource for Awesome: About Me (Blog & Site)
• All Social Media Buttons Visible• About Me Page (Blog, Personal site,
About.Me)• All accolades and awards• Video! (TV appearance, YouTube…)
Images courtesy of Erica Diamond
Resource for Awesome: Linkedin / About.Me
• Don’t need to pay for it• Customize your URL• Include your best & most
popular blog posts• Complete your profile &
update it consistently
Images courtesy of Jennifer Evers
9. Find Your Tribe
Source: Jennifer Evers
10. Do It Because You Love It!
Images courtesy of Jennifer Evers & Erica Diamond
TAKE ACTION: What Is Your Plan?
• Set goals to ensure accountability• What 5 things are you going to implement from Pathfinder
Day?• Make 1 week, 2 week, 1 month, and 3 month goals.• Email us with your accomplishments!• Erica: Erica@womenonthefence.com• Jennifer: Jennifer@memyselfandjen.com
My Pathfinder Day Action Plan
Goal One: _________________________________ Due Date: ___________
Goal Two: _________________________________ Due Date: ___________
Goal Three: ________________________________ Due Date: ___________
Goal Four: _________________________________ Due Date: ___________
Goal Five: _________________________________ Due Date: ___________
Don’t forget to email us! Erica@womenonthefence.com and
Jennifer@memyselfandjen.com
The Path to Business OwnerTHANK YOU!!
Erica DiamondWomen on the Fence, @EricaDiamond
Jennifer EversMe, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult
PATHFINDER DAY
top related