Sampler from the talk.

1. It’s about
Marketing through Blogs
conversations!
Write to me at
Rajesh(dot)lalwani(at)
gmail.com for the full
presentation.
October 2006
FMCC Workshop
13 October, 2006
New Delhi
Presented by
Rajesh Lalwani
© Scenario Communication Partners 2006
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2. We already know about
corporate bigwigs
blogging in the US.
Correct. Many CEOs
have taken to writing
blogs to engage with
key stakeholders.
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3. Jonathan Schwartz, President, Sun Microsystems
http://blogs.sun.com/jonathan/
Technology, Competition
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4. Bob Lutz , Vice Chairman, GM + Others
http://fastlane.gmblogs.com/
GM initiatives and other asides
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5. Others, like Microsoft
have even used their
employees’ blogs to give it
a human face and soften
its image.
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6. Robert Scoble, The employed at Microsoft (Since quit)
http://scobleizer.com
Agreed with critics when he
believed they were right.
Communicated feedback to
Microsoft teams. Later led
Microsoft’s blog initiative
‘Channel 9’.
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7. Isn’t this corporate
blogging?
Yes, and can benefit an
organisation in many
ways, depending on the
need & situation.
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8. Enhanced Reputation & Stakeholder Trust
• Establish thought leadership
• Gauge feedback on critical, internal/ external issues/
initiatives
• Impact prospective customers by imparting information and
comment
• Address industry issues and shape public opinion
• Help reach and impact government on policy issues
• Engage with prospective employees
• Engage with current employees
• Become a source of information for the media, industry and
other stakeholders
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9. What about using blogs
for marketing?
Many companies are
already using them
successfully as
marketing tool for their
brands.
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10. But do blogs and
bloggers really matter?
Ask Dell (and Sony),
IIPM who have found
themselves caught in a
blogfire.
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11. Ignore it at your peril
Oops! I wish I was
engaged in a
conversation with my
customers. My
relationship could have
helped in damage
control.
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12. But even before you jump in
and decide whether to set
up a blog or engage in a blog
outreach programme, blogs
can help you to understand
the pulse.
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13. You are being spoken about: Are you listening?
Track issues, analyse.
Opportunity/ Crisis?
Wouldn’t you like to
participate in the
conversation/s?
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14. Here’s somebody who listens:
http://ysearchblog.com
Inputs come handy in
identifying customer
needs and help fine
tune product
offerings.
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15. Nokia connected: Word of mouth sells
When did you last
buy anything
because the media
said so?
Word of mouth
sells.
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16. The official N 90 blog
Not all maybe positive
as this one, but
comments like this
build user confidence
and counter negative
impact.
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17. Using blogs for marketing isn’t necessarily about setting up a
blog. You may not have one but may still use the
blogosphere to your advantage.
Amazon’s Affiliate
Programme invites
bloggers to sell its
products and earn a
commission.
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18. Neighbor’s envy, owner’s pride
http://treonauts.com
Learn as you have fun.
Andrew Carton, a Treo
fan set up this blog. It’s
hugely popular as we can
see.
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19. Engage, don’t sell
“Vespaway celebrates the
urban mobile lifestyle and
includes articles, tips, tricks
and links on the latest tools
to help individuals get
around any city more quickly,
easily and enjoyably.”
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20. Who’s your evangelist?
“Bullets are our
babies! Not one
should go
wasted!!!!”
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21. So, where do I begin?
Hope you didn’t waste
time…
Listen…carefully first!
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22. Jump in? Or…follow a method?
Blog/Works Proprietary Methodology slides, for private circulation only.
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