INTERNET MARKETING AND STRATEGY Blogging and Podcasting 1 Laura
BRES Alexandre DUHEM Cyrielle KLEFFER Maxime LEGENDRE Tianjie XU
Quentin DIONIS You LU
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2 Different kind of blogs Lets have a look on some !
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Sharing ideas 7
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Ch 1. Picking your blog topic 9
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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
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11 Ch 1. Picking your blog topic No Focus means no consistency,
which means no audience
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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
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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
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14 Ch 1. Picking your blog topic
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15 Ch 1. Picking your blog topic
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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
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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
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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
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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
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20 Ch 1. Thinking about your Blog Goals
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Ch 1. Sizing up your space
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22 Ch 1. Sizing up your space Using search engines
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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
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Ch 2. Getting your blog on 24
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Ch 2. 4 steps Choosing a blog tool Setting up your blog
Changing the look of your blog Putting your first post in print
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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
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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
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Ch 2. Choosing your blog tool Other blog tools : Movable type
Joomla ExpressionEngine Textpattern 28
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Easy and free
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Ch 2. Choosing your blog tool 30 So, if you chose Wordpress
:
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Ch 2. Setting up your blog tool (in 5min!) 31
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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
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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
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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
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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
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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!)
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Ch 2. Putting your first post in print (in 5min!) 37
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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
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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
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Ch 3. Writing like a Blogger Blog writing style and structure
Clearing Bloggage 40
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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
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Ch 3. Example Simplicity Okay: The steak was the epitome of
flavor and texture Better: The steak was delicious 42
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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
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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
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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.
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Ch 3. Writing for scannability Short paragraphs List important
points Use headlines Include images Be short and concise Use proper
line spacing 46
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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
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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
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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
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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
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Ch 3. Scannability 51
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Better 52
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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
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54 Feeds and Feed Readers Google Reader Folders and tags Shared
item page Ch 4. Tracking other blogs
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Chapter 5 : Getting involved in other blogs 55
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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
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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
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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
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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
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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
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Ch 5. Tracking replies to your comments www.blogflux.com Choose
Commentful Click the Add URL and track your replies ! 61
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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
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Ch 5. Joining Blog Carnivals Scheduled events where a single
author or editor solicits posts on a specific topic
blogcarnival.com 63
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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
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Ch 6. Publishing your posts 65 Publishing = Publish your post
on your blog Update your RSS feed Ping relevant sites
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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
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67 StumbleUpon : A huge, addictive bookmarking service
Submitting your post on Social Voting Sites
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Submitting your post on Digg 68
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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
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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
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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
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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
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Microblogging Is a great way to build a focused audience : Pose
questions Make suggestions Annonce a new blog post -> Iran
Revolution 73
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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
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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
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Ch 7. Podcasting Anyone can do it Subscriptions (and iTunes for
example) Gadgetry 76
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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
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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
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Rmi Gaillard : Ch 7. Example of Rmi Gaillard
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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
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Step 1: preparing your studio
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Step 1: Preparing your studio
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Step 2: the script Specific examples Complete sentences
Detailed plan Introduction Main points Conclusion
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Step 3 Script Record with different settings Encoding Uploading
Downloading Listening Choose the best settings
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Step 4
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Step 5 Encoding Uploading
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87 Promoting your Podcast Add your podcast to iTunes. Add your
podcast to PodcastDirectory.com
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Conclusion 88 Easy to setup up a blog But not so easy to become
a good blogger