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More at http://www.damniwish.com from Andy Sernovitz.
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1
MicrosoftJuly 13, 2007
Andy [email protected]: www.damniwish.com
Word of Mouth Marketing for Blogs and Bloggers
So .... you want to be a world-famous blogger
It’s not about the chicken
It’s about love, fun, and generosity
And ....getting the basics right
Giving people a reason to talk about YOUR stuff
Making it easier for that conversation to take place
Word of Mouth Marketing is
People linking to youPeople forwarding (fast)
People re-posting (long-term)
What really matters?
Fantastic content worth talking about
This is what matters most!
Great writing!!!!!!
• Your momma taught you: Don’t write about yourself
• Focused on a topic/audience
• Consistent• Something they can’t get
anywhere else – so they link to you
What’s the reason to talk about this blog?
Sharables
• Reportable images & data• Hugh MacLeod • eMarketer
Cut-and-paste content that makes other blogs look good
Sure-thing must-forward posts
• Complaints• Scoops• Stats & Research• Lists• Funny/unusual• Useful how-to• Whatever is already popular
on bigger blogs
Not all content is created equal
Easy To Share
Tools and techniques to accelerate word of mouth
Get the basic tools right
• Trackbacks, comment, & permalink
• Email-a-friend form• Instant WOM links • Paste-ready
How easy is it to share your stuff?
Start the conversation
• Bookmark Sites• Digg, Delicious, etc.• StumbleUpon• Wikipedia
• Non-blog forums & communities
• Email friends• Email newsletter
Post and submit everywhere
Leverage your reach
• Pump your feed into widgets• Re-post to social networks• Squidoo
• Blog syndication networks• Directories (auto-ping)• Guest columns=longevity• Press releases=tons of links
Tap into existing distribution channels
Magnifiers: Tools + Audience
• YouTube, SlideShare, etc.• Viral Tools• YouTube: 15 ways to share
• Huge communities• Join groups
• Tricks: • Tag & title well• Profile/ Username drive people
back to your blog
WOM tools, viral speed, and built-in audience
Emotion & Ego
Make people feel great for sharing
Make bloggers feel important
• Interviews• Cover their coverage• Invite them to be a guest• TONS of “Thank You”• Advance email of a post• Share scoops• Not just the A-list• Technorati doesn’t care• Small blogs are more responsive
Every blogger has a Google alertGenerous attention gets returned
Link-a-liciousness
• In text• Credit for tips• Link posts• Blogrolls• Just for the hell of it
Generous linking earns links in return
Community: Be Part of the Group
Join a group or create one
Power of Participation
• Contribute: Add value and you’ll be remembered
• Read & comment regularly• Cheers vs. Drive-By: Be a
regular and everyone knows your name
• Lots of trackbacks• Famous bloggers • Don’t be a pest• Prove your value
If they read about you, they write about you
People Networks
• Tricks• Great profiles• Join groups inside networks• RSS onto page
• Focus: • Get big in a few networks• Target fresh nodes
• Don’t be a jerk• Learn the local rules• Stay on topic• Post your best stuff – rarely
Leverage pre-existing social communitiesSocial sites, Message boards, and wherever the people are
Partner With Bloggers
• Get (famous) guests to write for you• Happiness, Respect & WOM• 30 posts in 30 days
• Chain letter• 5 Things You Didn't Know About
Me
• Link clouds• SOB Con
Make them feel part of a special groupTrade content to reach complementary audiences
#1 Best Way to Get a Word of Mouth
Recommendation
IdeavirusShare the Love
Just ask nicely
1. Blog this: http://www.damniwish.com/2007/07/how-to-promote-.html
2. Link to each other 3. Mention everyone by name4. Trackback
Homework: Let's get some word of mouth
Be consistent, persistent, and patient
Get the basics rightGet lucky
And in the end