ghost blogging: who ya gonna call
TRANSCRIPT
Ghost Blogging: Who Ya Gonna Call?
Beena WhiteThumbprint Creative LLC
Welcome & Overview
IntroductionTopic: not
spooky, but can be scary
Method for businesses to reach target consumers
Focus on practitioner &
client
Today’s Talk:The Eight D’s of Ghost Blogging
DefineDo or
Don’t?Develop a
relationship
Depict Diction Dance
Discourse Distribute
D1: Define parameters
• A ghost blog is a blog run and managed by an anonymous author. (Source: blogossary.com)
• Internal or external
• Can be written by a company or a person on behalf of another company or a person
On behalf of another
person or company
Writes blog
Com-pany
On behalf of another
person or company
Writes blog
Person
D1: Define parameters
Also called anonyblog, anonoblog, fake blog or faux blog.
D2: Do or don’t you?
• What about authenticity?
• Is ghost blogging disingenuous or unethical?
Old Media Strategy:
Used for speeches,
books
Goal: convey
passion, tell a story
D2: Nothing New
Why do people use ghosts?
Who are Barbara Feinman, Robert Lindsey and Alan Dean Foster?
D2: Do or don’t you?
D2: Decide & Disclose
Define Strategy and Approach
D2: Do or don’t you?
Old Media Strategy:
Used for speeches, b
ooks
SAMEPurpose:
tell a story, convey
passion, share
New Media Strategy:
BLOG
Define Strategy & Approach When Using Ghosts
D3: Develop a Relationship
• Purpose: Why does the blog exist?
• Spend some time together.
• Passion
• Culture: individual or corporate
• Likes & dislikes, hobbies, language
whatmakesjennytic.com
• Have something to say: specific message
• Tell a story
• Develop a timeline
• Photos and videos that tell the story
• Links
D4: Depict
• 1st, 2nd or 3rd person?
• Formal or Informal
• Keep content in client’s voice
• Varies depending on the PURPOSE and message of blog.
• http://blogs.zappos.com/
D5: Diction
D6: DanceStep 1
Client provides “raw” content
Step 2
Ghost blogger reviews & edits
Step 3
Client reviews and offers feedback
Step 4Client suggests links & photos
Step 5Ghost blogger connects with
photos and links
Step 6
Ghost blogger makes any final
revisions
Step 7Final copy
approved by client
Step 8Blog posted
weekly
Step 9All check for comments &
provide feedback
• Responding to comments builds readership and followers
• Timeliness
• Frequency
• Reach
• Evaluation methods
D7: Dialogue
• Method for businesses to reach target consumers
• Process for individuals to share a message/platform
• Link to Facebook/other social media apps
• Make it easy to share
D8: Distribute
1. Ask why?
2. Build the relationship.
3. Remember the 8 D’s.
4. Be persistent.
Summing it Up
Thank you
&
[email protected] thumbprintcreative.net
@beenawhite facebook.com/beenaLinkedIn Beena White