BlogHer14: Pathfinder Day: The Path to Business Owner
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This is the presentation from Jennifer Evers & Erica Diamond from BlogHer14's Pathfinder Day - The Path to Business Owner
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BlogHer14: Pathfinder Day: The Path to Business Owner
- 1. PATHFINDER DAY The Path to Business Owner
- 2. The Path to Business Owner Erica Diamond Women on the Fence, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY
- 3. Agenda 1. Who we are 2. Why we’re here 3. 10 Guiding Principles for Successful Professional Blogging • Am: #1- 5 • PM: #6-10
- 4. The Path to Business Owner Erica Diamond Women on the Fence®, @EricaDiamond PATHFINDER DAY
- 5. 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
- 6. The Path to Business Owner Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsulting PATHFINDER DAY
- 7. Jennifer Evers • Blogger • Trainer • Speaker • Strategist • President, MM&J Consulting
- 8. 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.
- 9. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
- 10. 1. Begin With The End: objectives, tactics, strategy Source: Jennifer Evers
- 11. 2. Why Do You Blog?? Source: Jennifer Evers
- 12. It’s a Marathon, Not a Sprint Photo: PeanutButterRunner
- 13. 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
- 14. 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]
- 15. "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."
- 16. Examples of a Blogger Elevator Pitch MOMMA 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]
- 17. 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]
- 18. 4. Business Basics When Going Pro Source: hesaidteeshed poster
- 19. 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 $$. • Don’t work for free: That’s volunteering, and you are in this to make $$.
- 20. 5. Ethics, Disclosures & Best Practices • Disclosure & the FTC Guidelines • Copyright & plagiarism
- 21. 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
- 22. 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
- 23. 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
- 24. Disclosure Example Image via SuburbanScrawl.com, Erica Diamond
- 25. 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!
- 26. 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.
- 27. 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
- 28. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
- 29. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
- 30. The Path to Business Owner Afternoon Session Erica Diamond Women on the Fence®, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY
- 31. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
- 33. 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
- 34. 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
- 35. Jennifer’s Path • Sponsored Content • Product Reviews • Brand Relationships • Twitter Parties • MM&J Consulting Images courtesy of Jennifer Evers
- 36. Advertising • Ad Networks (Ex: BlogHer) • Google AdSense • Corporate Sponsors / Partners • Sell your own – consider starting local! Source: BlogHer
- 37. 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
- 38. 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
- 39. Securing Opportunities • On your own, proactively • Pitches from or for PR • Local Businesses you patron Source: Jennifer Evers
- 40. Hired • Freelance opportunities • On other blogs • For companies / media properties • Book Deal • Consulting / Coaching • Spokesperson / Speaking • Full Time Employment Source: Twitter
- 41. 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
- 42. 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 conference Image via PSDsharing.com
- 43. 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
- 44. 8. Credentials . . . About Me! The World Needs to Know Why You Are FABULOUS! Source: Pinterest, pinned from H&M website
- 45. 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
- 46. 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
- 47. 9. Find Your Tribe Source: Jennifer Evers
- 48. 10. Do It Because You Love It! Images courtesy of Jennifer Evers & Erica Diamond
- 49. 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
- 50. 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
- 51. The Path to Business Owner THANK YOU!! Erica Diamond Women on the Fence, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY
Hinweis der Redaktion
- 10:00AM
- JENNIFER
- 10:10 ERICA – INTRODUCTION 5 MINUTES
- 10:15AM JENNIFER – INTRODUCTION 5 MINUTES
- 10:20AM - JENNIFER
- 10:25 JENNIFER 1-5 ERICA 6 -10
- 10:30 kickoff! ERICA Objectives = Your Goals. What you want to achieve. You should try and see the end picture – what is the big dream? THEN BEGIN! Tactics = 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.
- JENNIFER Easier ways to make money so you have to be passionate about what you are doing Know why you blog Think 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?
- JENNIFER I 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. It takes time!!! ERICA: it took me 3 years to make decent money!
- 10:40 ERICA – PUT IN YOUR OWN WORDS Be able to describe your blog in one sentence What is your USP – Unique Selling Proposition. How and why are you doing things DIFFERENTLY? Bloggers have carved out their own niche – what makes you different among a world of foodie bloggers or travel bloggers or fashion bloggers? -positioning = the art of sacrifice – it’s difficult to be everything everyone, and if I could go back, I probably would have chosen 1 niche instead of being such a generalist. -narrowing down, focusing -differentiation
- 10:45 ERICA Ask People to Share
- ERICA – REWRITE AND ADD GRAPHIC Always 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..."
- JENNIFER - Examples of Elevator Pitches
- HANDOUT – MUST BE COPIED FOR ALL ATTENDEES AND HAVE EXTRAS ON HAND 11:00am - Groups of 4 - 15 minutes to work on their own - 10 minutes to discuss Incorporate Break in to this time
- 11:30 – ERICA Not everyone blogs to make it their business, but if making your blog your business is your goal, which it obviously is since you’re here, here are some basics you need to know.
- ERICA – ADDITIONAL NOTES Rate sheets/media kit –I created one on PicMonkey that includes brands I’ve worked with, my web traffic, social media engagement numbers, and a brief description of my blog. I never send a rate sheet and I don’t have one. Fake it till you make it. That’s about looking like a pro. You have to start somewhere. Meet deadlines. Without exception. Be aware of what you present to the world. ** We will discuss more about working for free when we get in to Monetization.
- JENNIFER 11:40AM
- JENNIFER – Additional notes 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 •Guidelines were effective 12/1/2009 •The 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 bloggers •Long, confidential process
- JENNIFER
- JENNIFER Shout out to Susan Getgood from BlogHer.
- JENNIFER It doesn’t have to be formal and stuff! Erica can also share some examples of campaigns and sponsored posts which she has posted a screenshot with my disclosure. She only puts one line, but it’s there.
- JENNIFER
- JENNIFER
- JENNIFER 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. Definition of Creative Commons: The Creative Commons license allows you to keep your copyright but allows others to copy and distribute your work provided they give you credit and only on the conditions you specify. For online work you can select a license that generates "Some Rights Reserved" or a "No Rights Reserved" button and statement for your published work. Share Pepperoni Pizza Bread picture story.
- ERICA This is what we’ve covered in the morning session
- ERICA And here’s what we will be talking about in the afternoon session! See you all after lunch!
- JENNIFER TO DISCUSS SPONSORED CONTENT Two different types of sponsored content: within your blog and across your social channels - Working with Content Management Firms like BlogHer on specific campaigns for Brands (or Collective Bias, Clever Girls, etc.). Talk about Mariano’s - Leveraging your Facebook, Twitter reach for promotions with Brands – Talk about Twitter promotions with BlogHer - Being contacted directly by a brand or via a PR or marketing firm – Talk about working with McDonald’s, Walgreens,
- ERICA – EDIT SLIDE FOR CONTENT AND GRAPHIC To explain how to reach out to brands on your own, or to reach out to PR directly. Erica give an example of LeChateau
- ERICA AND JENNIFER TO SHARE EXAMPLES
- JENNIFER TO DISCUSS
- INSERT BREAK BEFORE THIS SECTION 3:00 – 3:15pm JENNIFER - Make sure there is a way to capture visitors information - Not just an RSS Feed - Social Media is a MUST! - Where can you guest blog? Find those that have an audience that you are targeting. - Link Parties – especially good for DIY and Recipe posts - SEO is a must, but can be easy with things like Yoast Plug In - Do you have an expertise? Submit at conferences when they have a call for speakers!
- ERICA: INSERT NOTES AND GRAPHIC FOR THIS SLIDE Get booked in the media. Two tricks to getting booked: Storytelling and Provide value
- ERICA: UPDATE NOTES 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”)
- ERICA
- JENNIFER - LINKEDIN You don’t have to use the paid version to get results Make sure you customize your URL Include your best and most popular blog posts Consider taking an Intro to LinkedIn class to learn all of the tips and tricks involved Fill out your profile completely – including what language you speak!
- JENNIFER TO DISCUSS - Don’t be afraid to go outside of your niche - A tribe is great for advice, problems solving and networking (Ex: Plug In Issues, CBS Opportunity) - Create your own FB page for your tribe - Be respectful of your tribe, always support and promote those in your tribe. Understand that there are two types of Tribes – Close personal friends and your blog followers. Treat them both with love and gratitude, and they will treat you in kind.
- JENNIFER AND ERICA – WHY DO WE LOVE BLOGGING? JENNIFER: I love what I do because it gives me freedom to enjoy my family. I spend time with my kids when they need me – school plays, recitals, sporting events – supporting them in their passions. We as a family are learning to embrace the things we love instead of the things we have to do and I’m teaching my daughters to find their passion and make that their life’s work. ERICA: I love what I do because it allows me the flexibility to work from home, be there for the boys, take on as much as I want, or scale back in the summer. I choose my gigs, I am there for hockey practice and don’t miss a mom beat. Income earning potential as an entrepreneur preferable – it’s a lot of work, but I wouldn’t want it any other way. We need to make hard choices to thrive.
- ERICA AND JENNIFER
- NEED COPIES OF THIS FOR ALL ATTENDEES AND EXTRAS