Mais conteúdo relacionado Semelhante a Marketing Beyond The Blog Buzz (20) Mais de Bloomberg Marketing/Diva Marketing Blog /Diva Foodies (8) Marketing Beyond The Blog Buzz2. Our Game Plan
What is a blog? blog
Marketing Applications
RSS
Monitoring the
Blogosphere
Journalists & Blogs
Challenges website
How to Begin
Key Take Aways
© Bloomberg Marketing 2005
3. After All Is Said And Done…It’s Still Marketing
“People can say I’m a classical violinist if they
want to, but I’ve always viewed myself as a
musician who plays music and not just a
certain part of it.”
Kennedy, Classic Violinist
© Bloomberg Marketing 2005
4. What is a blog?
© Bloomberg Marketing 2005
5. What is a blog?
A weblog is kind of a continual tour, with a
human guide who you get to know.
There are many guides to choose from,
each develops an audience, and there's
also camaraderie and politics between
the people who run weblogs, they point
to each other, in all kinds of structures,
graphs, loops, etc.
Heard it from: Dave Winer
http://newhome.weblogs.com/historyOfWeblogs
->[Courtesy Link]
© Bloomberg Marketing 2005
6. The Essence of Blogging
People Talking To People
1.
2. People Listening To People
3. People Interacting With People
Within the environment of a website
© Bloomberg Marketing 2005
7. Blog Activities
Author Blogs
• Information
• Entertain
• Community
• Ego
Promote via Read Blogs
Blogs • Inform
• Ads • Entertain
• Bloggers Blogger Reader • Community
•Comment
• Trackback
• Request
• Journalists sources Monitor Blogs
• Company buzz
• Customer sat issues
• Trends
• Influencers
© Bloomberg Marketing 2005
8. Building Corner Store Relationships
People like to do business with people they like.
“People-based relationships and performance will continue to be
the most important formula for success.” Lorraine Tribe, Quest Personnel
Markets are Conversations
Cluetrain Manifesto
Markets Are People
© Bloomberg Marketing 2005
9. Anatomy of a Blog
Blog Title
Title Tag
Post Delivery Options
Value-add
Video
© Bloomberg Marketing 2005
10. Anatomy of a Blog
Post
BlogRoll
Archive Category
Unique URL Links From Other Blogs
© Bloomberg Marketing 2005
11. Anatomy of a Blog
Original
Post
Trackback
On Blog
Comment
on Blog
© Bloomberg Marketing 2005
13. How Does A Blog Differ …
A Website - even the best websites are
usually static information that is difficult to
update and with no ability to generate p2p
(person-to-person interaction)
conversations.
© Bloomberg Marketing 2005
14. How Does a Blog Differ from …
A Chat Room: A blog maintains a conversation history,
unlike most chat rooms.
A Listserv: A blog does not require email distribution,
unlike most listserves.
A Bulletin Board: A blog is easy to read, unlike most
bulletin boards.
© Bloomberg Marketing 2005
15. Blog Best Practices
1. Title and title tag
Descriptive
Optimized for organic search
2. Posts in reversed
chronological order
3. Blog writing style -
conversational
4. About Me page – credibility
5. Social networking/community
building
Comments
Trackbacks
Linking strategy
6. Blogroll
© Bloomberg Marketing 2005
16. Blog Best Practices
7. Blog Mantra
Honest | Passion | Transparency | Authentic
© Bloomberg Marketing 2005
17. Growth of the Blogosphere
PubSub
Total sources
15,690,065 <9/4/05>
12,886,771 <7/13/05<
Active sources
9,909,665 <9/4/05>
7,634,306 <7/13/05>
1,905 <8/12/05>
1,857 <7/13/05>
new items per minute (average
over the past two hours)
*9-4 Labor Day Weekend
© Bloomberg Marketing 2005
19. Marketing Applications
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
© Bloomberg Marketing 2005
20. Crisis Management
Winber Medical Center: Stopping rumors
© Bloomberg Marketing 2005
21. Customer Relationships
Non profit - community of bloggers B2C - customer bloggers
© Bloomberg Marketing 2005
23. Building Community & Influencers
74 people say happy birthday Business bloggers help cause
© Bloomberg Marketing 2005
25. Thought Leadership
Research - multiple author Consulting –multiple author
© Bloomberg Marketing 2005
30. Business & Marketing Blogs:
Can A Small Business Own A Niche?
Company: Quality Service Marketing
Industry: Services Marketing/Consulting
Goals: Website presence,
position Sybil Stershic as a
thought leader, interest publisher
Sybil’s Lessons Learned
Outline topics
Write ahead
Read blogs
Market within your network
Jump in and go!
<http://qualityservicemarketing.blogs.com/quality_service_marketing/>
© Bloomberg Marketing 2005
31. Business & Marketing Blogs:
Can a manufacturing company leverage
the goodwill of an internal celebrity?
Company Indium
Industry: Manufacturing
Goal: Reinforce industry
thought leadership,
customer loyalty
*Build on following of company
& industry leader
<http://www.indium.com/drlasky/>
© Bloomberg Marketing 2005
32. Business & Marketing Blogs:
Would Growth Cause Loss of Customer Relationships?
Company: Stonyfield Farms
Industry: Consumer Dairy
Goal: Personalize relationship with
customers, differentiate the brand
<http://www.stonyfield.com>
© Bloomberg Marketing 2005
33. RSS – Real Simple Syndication
A little peep, signal or peep that
comes from a blog or site telling
your computer that it has been up
dated. Seth Godin
Continuous search
XML format
Pull strategy – customer is in control
Allows consumption of huge amounts
of information
No spam or opt in/ opt out issues
5% of internet users use RSS feeds
“Information overload and user need for control will
drive consumer RSS adoption” - Charlene Li, Forrester Research
© Bloomberg Marketing 2005
37. RSS – Real Simple Syndication
RSS Website Uses
Media releases
New product
updates
Newsletters
© Bloomberg Marketing 2005
38. Monitoring Blogs
Influencer Relationship Management
The most priceless commodity
in times of crisis is trustworthy information.
Forbes
© Bloomberg Marketing 2005
39. Monitoring Blogs
Influencer Relationship Management
Where would you prefer a controversial
conversation about your brand occurs?
© Bloomberg Marketing 2005
40. Monitoring Blogs
Influencer Relationship Management
© Bloomberg Marketing 2005
41. Journalists Tapping Blogs
11th Annual Euro RSCG Magnet Survey of the Media, done
in partnership with Columbia University
51% of journalists use blogs regularly
28% rely on blogs for day-to-day reporting
Blogs used for:
reporting
research
story ideas
finding sources
uncovering breaking news
Source: http://www.magnet.com/index.php?s=_thought
© Bloomberg Marketing 2005
42. Blog Marketing Challenges
Time & Resources
Blog strategy
Corporate guidelines
Corporate liability
Negative comments
Comment spam
© Bloomberg Marketing 2005
43. On The Horizon
Blog Ads
In Feeds On Blogs
Podcasting & Vblogging
© Bloomberg Marketing 2005
44. Blog Ready?
First Question: Will the company culture support a
blog strategy?
Second Question: Will blogs help solve or support a
business challenge or marketing strategy?
© Bloomberg Marketing 2005
46. Ready Set Go … Blog!
Whisper Strategy
Subscribe to a news reader
Read and subscribe to blogs
Monitor the blogosphere
Join the conversation
>Free blog software for PR pros complements of Robert
French, professor Auburn University
http://www.prblogs.org/
© Bloomberg Marketing 2005
47. Tracking Metrics
Blog Specific
*May be measured by unique or total posts
Search rankings
Visitor hits
Page views
Trackbacks
In bound links
Comments
Conversions
Newsletters subscriptions
Sales
Leads
White paper/other down loads
© Bloomberg Marketing 2005
48. Tracking Metrics
Buzz
Podcasts, vlogs and other interview
Blog mentions, comments, links, trackbacks
Media mentions/quotes
Intangibles
Customers’ emotional involvement with the bran
Increase in brand loyalty
Provide customers with the opportunity to talk with people
within a company and ensure that customers are heard,
responded to and respected by those people who are assuming
the role of the public “voice” of their company
© Bloomberg Marketing 2005
49. 10 Key Take Aways
1. People talking to people – no corporate talk
2. Easy to maintain, update & publish website
3. Blog elements encourage real-time interaction,
creates and maintains relationships
4. Focused on a topic, industry, niche or
personality
© Bloomberg Marketing 2005
50. 10 Key Take Aways
5. Establishes the author as a subject matter expert
6. Provides readers with renewing sources of credible,
trustworthy information, insights and commentary
7. Blog writing is different from other customer
communication forms – relevant, informal
conversation
8. RSS allows content to be pulled by readers
© Bloomberg Marketing 2005
51. 10 Key Take Aways
9. Blogs must be integrated into your marketing strategy
to be effective: goals, objectives
10. Blogs promotion includes traditional/internet and
blog-specific (social networking: linking, comments,
trackbacks; organic search optimization)
Bonus: If you do nothing else –
read blogs & monitor the blogosphere!
© Bloomberg Marketing 2005
52. What Are Blogs?
1. People Talking To People
2. People Listening To People
3. People Interacting With People
… and much more!
© Bloomberg Marketing 2005
53. //Blogs//:
Toby Bloomberg
Bloomberg Marketing
tobyb1@gmail.com
www.divamarketingblog.com
Marketing & Blog Strategies For Business
© Bloomberg Marketing 2005