Faced with choices about optimizing for search or immersing in social media, bloggers need a framework for thinking about how to spend their time. In this presentation, I outline the different components of a publish:distribute strategy as contrasted with a create:participate strategy, and talk about how to make choices to be more effective in achieving your goals.
3. Social isnât Search
⢠Search provides a quick
way for consumers to find
specific things that they
want
⢠Social provides a way for
consumers to stay
engaged with people they
like
⢠Search isnât Social
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4. Social is a Blogging
Strategy
Blog AâLaunched: 8/07 Blog BâLaunched: 1/09
2011 posts 77 2011 posts 21
Total posts 515 Total posts 493
FB Likes 821 FB Fans 597
Twitter followers 1243 Twitter followers 1505
Tweets 14,817 Tweets 3,764
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7. Goals Drive Your Choices
⢠I want to satisfy my creative urges and
share.
⢠I want to get more clients.
⢠I want to be seen as an authority.
⢠I want to get new ideas.
⢠I want to sell ads.
⢠I want to sell my product.
⢠I want to meet specific people.
⢠I want to be recognized.
⢠I want to be published elsewhere.
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8. The Participate Schema
Send to home base
⢠I want to be published elsewhere.
⢠I want to get more clients.
⢠I want to be seen as an authority.
⢠I want to sell ads.
⢠I want to sell my product.
Participate
⢠I want to satisfy my creative urges
and share.
⢠I want to be seen as an authority.
⢠I want to get new ideas.
⢠I want to meet specific people.
⢠I want to be recognized.
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9. The Concept of âContent
Assetsâ
⢠Publish ď Distribute Paradigm
â Content is presented on a page, organized
into a traditional format, including text &
images.
⢠Create ď Participate Paradigm
â Content is created through a series of
creating actions â writing, commenting,
photographing, linking, enhancing,
collecting, taping â and shared with a
community on multiple platforms.
Content Assets:
⢠Photo ⢠Audio
⢠Comment ⢠Writing
⢠Link ⢠Reaction
⢠Video ⢠Observation
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10. The Rules Are Different
Publish Rules Participate Rules
⢠Conform to Google best ⢠Share, post, repost in
practices your most important
⢠Frequent, structured communities
content publishing is ⢠Content âbitsâ drive
rewarded engagement
⢠Donât repeat yourself ⢠Make structured
⢠Focus on driving people publishing an event
to your home base ⢠Youâre not always the
focus
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11. THANK YOU.
Dan McCarthy
@danielrmccarthy
www.themediatransformation.com
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