Slide 1

INTERNET MARKETING AND STRATEGY Blogging and Podcasting 1 Laura BRES Alexandre DUHEM Cyrielle KLEFFER Maxime LEGENDRE Tianjie XU Quentin DIONIS You LU

Slide 2

2 Different kind of blogs Lets have a look on some !

Slide 3

3

Slide 4

4

Slide 5

5

Slide 6

6

Slide 7

Sharing ideas 7

Slide 8

8

Slide 9

Ch 1. Picking your blog topic 9

Slide 10

10 Ch 1. Picking your blog topic Finding a blog topic you care about Creating goals for your blog Calculating the size of your audience

Slide 11

11 Ch 1. Picking your blog topic No Focus means no consistency, which means no audience

Slide 12

Ch 1. Picking your blog topic Think positive ! Avoid questions like : What if I am the only reader? (Laura, yesterday) I cant think of anything! (Cyrielle, Monday) Keep in mind : Write about something that excites you (tree structure in MELOG) Write about something you know (Castiglianos theoreme in MESTR) 12

Slide 13

13 Blogging requires a long-term commitment. Your audience wont hesitate to point out subject matter mistakes. Your audience knows if youre not passionate. Its no fun if you write about a topic with which youre unfamiliar. Ch 1. Picking your blog topic

Slide 14

14 Ch 1. Picking your blog topic

Slide 15

15 Ch 1. Picking your blog topic

Slide 16

16 How can I make this topic funny? How can I make this topic fascinating? What can I say about this topic that will prompt discussion? Which questions are asked repeatedly? Ch 1. Picking your blog topic

Slide 17

Ch 1. Thinking about your Blog Goals Set objectives within 6-month cycles Forget your ego !! The 6 first months : Speaking to an empty room (like now maybe) 17

Slide 18

18 Next : Answer to 20 comments (or more) Write 40 posts (or less) Use my blog to write a book. Sign up at least 300 subscribers. Get at least half my traffic from search engines Ch 1. Thinking about your Blog Goals

Slide 19

19 Bad goals: Earn a five-figure income. Rank No. 1 for a competitive phrase in the search engines. Ch 1. Thinking about your Blog Goals

Slide 20

20 Ch 1. Thinking about your Blog Goals

Slide 21

Ch 1. Sizing up your space

Slide 22

22 Ch 1. Sizing up your space Using search engines

Slide 23

23 How many other bloggers write about your topic? What do other bloggers say about your topic? Are there any gaps in their knowledge that you can fill? What kinds of comments do those bloggers get? Ch 1. Sizing up your space

Slide 24

Ch 2. Getting your blog on 24

Slide 25

Ch 2. 4 steps Choosing a blog tool Setting up your blog Changing the look of your blog Putting your first post in print 25

Slide 26

Ch 2. Choosing your blog tool Blogging tools have common characteristics : Work in your web browser Publish on a website Enable answers from readers Enable to subscribe to a RSS feed 26

Slide 27

Ch 2. Choosing your blog tool The two most famous : Blogger & Wordpress: - easy - free - no software - prebuilt designs - automatic upgrades - No customization - SEO weakness - No quick updates 27

Slide 28

Ch 2. Choosing your blog tool Other blog tools : Movable type Joomla ExpressionEngine Textpattern 28

Slide 29

Easy and free

Slide 30

Ch 2. Choosing your blog tool 30 So, if you chose Wordpress :

Slide 31

Ch 2. Setting up your blog tool (in 5min!) 31

Slide 32

Ch 2. Setting up your blog tool You have to configure comments Dont : Let anyone publish a comment without moderation Refuse to allow anyone to publish comments Do : Review all comments before publishing Allow trusted commenters to publish without moderation 32

Slide 33

Ch 2. Setting up your blog tool Pinging ?! Telling your blog search engine I have something new! Manually or automatically Where can you configure pinging? http://rpc.pingomatic.com http://rpc.pingomatic.com http://ping.blo.gs http://ping.blo.gs 33

Slide 34

Ch 2. Setting up your blog tool Creating your RSS feed (GEWCO memories) = a way to people to follow your posts regularly 34 Add advertising Multiple formats -> compatibility Add e-mail subscription

Slide 35

Ch 2. Changing the look of your blog If you want to customize your WordPress Blog: http://yourblogs name.wordpress.com/wp- admin/themes.php (change the themes) http://yourblogs name.wordpress.com/wp- admin/themes.php http://fr.wordpress.org/ (customize your blog, be careful : web knowledge is required!!) http://fr.wordpress.org/ 35

Slide 36

Ch 2. Changing the look of your blog By and large, if you dont want to use a predesigned template, you can : Downolad and install Or Idem + customize (harder) Or Create from nothing (hardest!) 36

Slide 37

Ch 2. Putting your first post in print (in 5min!) 37

Slide 38

Ch 2. Blog & Database You all know by heart PHP MyAdmin You love it You wish you could use it on your blog ?? Dont worry 38

Slide 39

Ch 2. Blog & Database IT IS POSSIBLE : Create your database on PHP MyAdmin Create your blog Then, practice! http://codex.wordpress.org/Backing_Up_Your_Databasehttp://codex.wordpress.org/Backing_Up_Your_Database You can also use other softwares such as CakePHP 39

Slide 40

Ch 3. Writing like a Blogger Blog writing style and structure Clearing Bloggage 40

Slide 41

Ch 3. Blog writing style and structure Following the Three Blog Ss Simplicity Clear and easy to read. Simple vocabulary Scannability People scan online : bullets, photos, easy to skim through Sharpness Get to the point right away 41

Slide 42

Ch 3. Example Simplicity Okay: The steak was the epitome of flavor and texture Better: The steak was delicious 42

Slide 43

Ch 3. Example Scannability Okay: Youll love this Web site because it has simple lessons, great tips you can act on right away, and no sales pitch. Better: Youll love this Web site because it has Simple lessons Greats tips you can act on right away No sales pitch 43

Slide 44

Ch 3. Example Sharpness Okay: I wrote for hours. Then I pondered a bit. And wondered some more. And then I realized thant 1 + 1 = 2. Better: 1 + 1 = 2. I realized this after I wrote for hours, pondered a bit, and then wondered some more. 44

Slide 45

Ch 3. Writing for simplicity tips 45 Shred the thesaurus. Write, think, revise. Count syllables. Minimize prepositions. Use active voice, not passive. Minimize parentheticals Break up compound sentences. Blow away fluff. Be confident. Dont get cute. Dont! Use! Too! Many! Exclamation! Points! Practice.

Slide 46

Ch 3. Writing for scannability Short paragraphs List important points Use headlines Include images Be short and concise Use proper line spacing 46

Slide 47

Ch 3. Writing sharp Adopt a journalistic style Get to the point ! 1st paragraph : What the reader will learn Why the need to learn it How it will benefit them 47

Slide 48

Ch 3. The Simple Contest Rules: Set groups of 3 students According to the tips weve given to you, try to make the phrases better WARNING : You have only 10 min to do it ! 48

Slide 49

5 minutes to complete the mission 1. I pedaled my bicycle to the grocery store 2. If you end up with a sentence that has too many prepositions in it, it might be from overediting 3. The boy was bitten by the dog 4. Writing simply is a must, because it invites readers in, while complex writing drives readers away 5. I think simple writing is best. 49

Slide 50

1. I pedaled my bicycle to the grocery store I rode my bike to the store 2. If you end up with a sentence that has too many prepositions in it, it might be from overediting Overediting often creates sentences with too many prepositions 3. The boy was bitten by the dog The dog bit the boy 4. Writing simply is a must, because it invites readers in, while complex writing drives readers away Writing simply is a must. It invites readers in. Complex writing drives them away 5. I think simple writing is best Simple writing is best Ch 3. Answers 50

Slide 51

Ch 3. Scannability 51

Slide 52

Better 52

Slide 53

Ch 3. Avoid Bloggage 53 Read other blogs, respond to it Request ideas from your audience Go wild Take a break Start talking Set your editorial calendar Keep an idea list

Slide 54

54 Feeds and Feed Readers Google Reader Folders and tags Shared item page Ch 4. Tracking other blogs

Slide 55

Chapter 5 : Getting involved in other blogs 55

Slide 56

Ch 5. Connecting with other bloggers Step 1 Tracking other blogs Find the bloggers with whom you want to connect : Google blog search, Technorati.com, 56

Slide 57

Ch 5. Connecting with other bloggers Step 2 Make contact ! You can use Social Media Marketing : Twitter account, Write, react about their posts, Link Expose your content about their content Take your time ! 57

Slide 58

Ch 5. Leaving great comments Well written, though-out comments Prompt discussion ! Rules : - Read the whole post - Read all the other comments left - Dont be afraid to bring up a conflicting viewpoint - Dont link to your site unless theres a truly something relevant there Be a contributor to the site ! 58

Slide 59

Ch 5. Few ideas for responses to a post I totally agree with your post. You might also want to consider flipping the pancakes right before you serve them. I totally agree with your post. But regarding butter in the pan : Folks can use a little nonstick cooking spray, instead, if they are calorie conscious. Great post. One other viewpoint, though : Buckweat pancakes can taste just as good if they are not over mixed. Franks point about chocolate chips is a good one. Id add that you can use dark chocolate chips and make your pancakes a good suppressant, too. 59

Slide 60

Avoiding foot-in-mouth syndrome The Art of Asking nicely - Dont be sarcastic - Dont be nasty - Dont make jokes (unless they are very clear) -Never ask for a link more than once -Please. Thank you. Reciprocate. 60

Slide 61

Ch 5. Tracking replies to your comments www.blogflux.com Choose Commentful Click the Add URL and track your replies ! 61

Slide 62

Ch 5. Writing a guest post Offer to write a piece for another persons blog. Rules : - The blog owner gets some control over what you write - Put in extra time on the writing - Be clear with the blog owner about linking - Provide a little biography of yourself 62

Slide 63

Ch 5. Joining Blog Carnivals Scheduled events where a single author or editor solicits posts on a specific topic blogcarnival.com 63

Slide 64

Ch 6. Promoting your posts Publishing your post Using pinging to let the world know about a new post Submitting your posts to social media sites Microblogging 64

Slide 65

Ch 6. Publishing your posts 65 Publishing = Publish your post on your blog Update your RSS feed Ping relevant sites

Slide 66

66 Ch 6. Using pinging Pinging = Sending a ping to specific sites This site add the new post to its index Users have access to your post

Slide 67

67 StumbleUpon : A huge, addictive bookmarking service Submitting your post on Social Voting Sites

Slide 68

Submitting your post on Digg 68

Slide 69

Ch 6. Being Digg-worthy You are Digg-worthy if it Coverts a current topic, bizarre topic, or something funny Has high production standards Has a high sneeze factor Has high geek value 69

Slide 70

Ch 6. Other social voting sites Reedit.com (news-focused) Yahoo! Buzz Shinn (focused on Internet Marketing) Mixx, Plime Newsvine Fark (fun for bizarre stories) 70

Slide 71

Tell people youve published a new post Submitting your post to Bookmarking Sites Sending a Polite E-mail Oher bloggers Subscribers Other contacts Participating in Online Communities Facebook, Twitter 71

Slide 72

Microblogging Allow members to make lots of short blog posts Often less than 140 characters Fast, easy, can be updated from a cellphone, computer, or even via voice mail. More real time 72

Slide 73

Microblogging Is a great way to build a focused audience : Pose questions Make suggestions Annonce a new blog post -> Iran Revolution 73

Slide 74

Chapter 7 : Introducing Podcasting A Podcast is an audio or video recording you make and then distribute by using a special RSS feed Podcasting puts your voice on the web. Distribute it using a special RSS feed. Benefits : It creates direct connection with your audience. 74

Slide 75

Ch 7. Podcasting How podcasts differ from TV and Radio : - What's needed to publish and subscribe to a podcast - How podcasting democratizes media - A real world example of podcasting in practice www.commoncraft.com/podcasting 75

Slide 76

Ch 7. Podcasting Anyone can do it Subscriptions (and iTunes for example) Gadgetry 76

Slide 77

Ch 7. Example of Michele Phan Podcast on youtube video Then marketing and sells her products, has her own page on youtube, her own website, 77

Slide 78

Rmi Gaillard: French prankster. He gained attention in the French media after performing a well-documented series of pranks, including a famous appearance disguised as a Lorient football player in the 2002 Coupe de France final match, during which he took part in the winner's celebrations and was even greeted by the then president of France Jacques Chirac. Ch 7. Example of Rmi Gaillard

Slide 79

Rmi Gaillard : Ch 7. Example of Rmi Gaillard

Slide 80

Create your Podcast 80 STEPS : - Setting up your podcasting studio - Getting the right recording software www.AudioAcrobat.comwww.AudioAcrobat.com (for a minor fee) http://audacity.sourceforge.net/http://audacity.sourceforge.net/ (free) - Getting a good microphone - Testing your setup - Recording, Supporting podcasting on your blog, preparing your script - Promoting your podcast

Slide 81

Step 1: preparing your studio

Slide 82

Step 1: Preparing your studio

Slide 83

Step 2: the script Specific examples Complete sentences Detailed plan Introduction Main points Conclusion

Slide 84

Step 3 Script Record with different settings Encoding Uploading Downloading Listening Choose the best settings

Slide 85

Step 4

Slide 86

Step 5 Encoding Uploading

Slide 87

87 Promoting your Podcast Add your podcast to iTunes. Add your podcast to PodcastDirectory.com

Slide 88

Conclusion 88 Easy to setup up a blog But not so easy to become a good blogger

Slide 89

89 Thank you for your attention !