6 Steps Process For Blog Marketing

By Thierry Cellerin
PM.: tcellerin@vanksen.com
M.: +7 985 44 22 544
W.: www.culture-buzz.ru
Consumer Engagement Marketing
Web 2.0, Social Media, Buzz marketing, E-reputation Monitoring
“Truth & Lies About Blog Marketing.
6 Steps Process To Work With Bloggers”

Introduction
01Our agencies
2
Website| http://www.BuzzParadise.com
Website| http://www.culture-buzz.com
BuzzParadise| Buzz Platform & PR 2.0
Vanksen/Culture-Buzz | Buzz Agency
Vanksen watch | Buzz Monitoring
With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com has become the biggest portal dedicated to word-of-mouth marketing.
BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 12 countries.
We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.

Introduction
02Blogging is not necessarily what you think

Introduction
03Worldwide blogosphere trends
Blogging is trendy
Arianna Huffington
300 millions Blogs worldwide
The Huffington Post
1 – 1,5 M visitors /day
28 M unique visitors
Blog 1# according to Technorati

Introduction
04Emerging Blogosphere in Russia
 7,4 M Russian-speaking blogs
Some public persons became popular bloggers 

Introduction
05Why you should work with bloggers?
Bloggers are media
Audience
Create Content
Diffuse

Introduction
Bloggers create recommendations
Source: Edelman, Trust Barometer
Recommendations from friends/family
Consumer opinions posted online
Requested email updates
Ads in newspapers
Ads on TV
Ads on radio
68% of consumers trust their peers
Ads in magazines
Branded Web sites
Search engine ads
Web banner ads
Ads on mobile phones
0%
20%
40%
60%
80%
100%

Introduction
Source : TalkTrack, Keller Fay Group, 2006
 Bloggers are speaking about you!
Rumors, Opinions, Recommendations, Questions, Deceptions…
Kryptonite’s case

6 stepsprocess to workwith bloggers

6 steps process to work with bloggers
Step 1. Define Your Objectives
 Set up reasonable and clear objectives

List of main targeted objectives for blog marketing campaign:
Create recommendations
Generate discussions / Word of mouth
Brand visibility
SEO / Traffic to web site
Get users & consumers feedback
Creation of brand Content

Step 2. Choose Bloggers Wisely
 Targeted blogger research
Influence research:
Authority rating
(number of blogs linking to yours X your traffic)
Number of readers (% of unique readers)
Page view / month
Number of posts
Number of comments / posts
Contextual research:
Topics: what the author is writing about
Quality and tone of the content
Quality of the audience
Bloggers reputation

Step 2. Choose Bloggers Wisely
 Useful instruments
Yandex Blogi
Google Ad Planner
Blog Marketing Agency

Step 3. Be Transparent
 R.O.I. approach
Be honnest in the Relationship
Express clearly your goal.Don’t try to lie or trick.
Respect bloggers’ Opinion
You must accept critics. Don’t try to control bloggers.
Transparence of your Identity
You must present yourself as a brand. Don’t try undercover marketing.
Follow the WOMMA Ethics Code
http://www.womma.org

Step 3. Be Transparent
 Main blog marketing approaches
Campaign
Description
Strengths
Weaknesses
PR 2.0
Invite bloggers to experience a brand or getaccess to exclusive brand content.
Stronginvolvement of the bloggerwith the brand
High credibility
No garantees for results
Lot depends on the quality of the product and the event.
Widget& Video
Seeding
Seed bloggers withbranded content (video, banner, game) to beplaced on their blogs.
Good control of the brand message
Contrôle of timing
Number of viewgaranteed
Possible backfire if the approachis not transparent / seen as spam
Content not necessarilyadapted to the audience.
Editorial Partnerships /
Paid post
Pay bloggers to createspecific content for a brand (text, photo, video).
precize metrics
Control of timing
Number of posts garanteed
-Nogarantee of quality of the content
littlelessgenuine

Step 4. Create Engagement
 What motivates bloggers?
Curiosity
Discover new products / live a brand experience
Being the first
Have the opportunity to be the first to try / know
Exclusivity
Getaccess to exclusive content
Ego
Show your consideration to bloggers.
Sharing
Providematerialstheycanshare

 Coco Mademoiselle Perfume Launch
(International)
Exclusive Content
Ego
Curiosity

 Absolut Vodka Brand Ambassadors
(Spain)
+
+
+
57 bloggers
(2007)
67 bloggers
(2008)
80 bloggers
(2009)

 Yves Rocher Bloggers recommendations
(Russia)
Curiosity
Exclusivity / Ego
Sharing

Step 5. Measurement & Analytics
 Measurement
Quantitative Measurement
Qualitative Measurement
Number of Views
Number of comments
Number of Click through
…
Comments insights
Theme discussed
E-reputation improvement
…

Step 5. Measurement & Analytics
 ROI analysis
You can take into account different indicators:
Advertising value: Visibility / traffic (Calculate in CPM or CPV)
PRvalue: Content creation + diffusion (Equivalent to offline PR)
Word of Mouth value: Referring posts and comments (Affinity & Awareness level)
Research value: Customers’ insights (Equivalent to focus groups)
SEO value: Ongoing links making better SEO (Equivalent to Adwords)

Step 6. Follow up
 What’s next?
Social Media expert Emmanuel Vivier
www.emmanuelvivier.com
What to do:
"Always allow the blogger to be creative and somewhat independent. Bloggers are, by nature, extremely independent; blogs are opinion pieces, when it comes right down to it. Let them express their opinions -- good, bad, or indifferent.”
“The post campaign period is important because bloggers can come back to you for more details or questions about your brand / product. Usually bloggers are writing from 1 to 3 weeks after the event. Always make sure to answer questions in an argumented way.”
“After a successful campaign with bloggers, keep in touch from time to time with these bloggers, even if you have no campaigns going on. It will allow to show bloggers that you respect them , and will permit to invite them easily to future events.”

Step 6. Follow up
 What’s next?
Social Media expert Emmanuel Vivier
www.emmanuelvivier.com
What to avoid doing:
“If you've gone to all the trouble to find the right bloggers, sponsor them, and manage your expectations, the quickest way to sabotage your efforts is to not let your bloggers do their thing -- the reason you aligned your brand with them in the first place. Don’t try to get control over their opinions.”
“Negative comments never exceed 10% of total comments, but they give credibility to the campaign. If you get bad review or bad comments, try to communicate with the blogger to ask him what he disliked. In any cases, never get angry.”

Conclusions

Conclusions
What you should remember:
7,4 M Russian-speaking blogs. 23 M people are reading them.
Bloggers are media. They create content & recommendations.
Bloggers are already speaking about your brand!
Set up reasonable and clear objectives.
Choose Bloggers wisely. Trust professionals.
Adopt a transparent and an ethical approach.
Create engagement. Be creative and pertinent.
Measure and analyze your results.
Follow up and keep in touch.

Thank you for your attention
For any question please contact:
Thierry Cellerin
PM.: tcellerin@vanksen.com
M.: +798544 22 544
W.: www.vanksen.com
W.: www.culture-buzz.ru
© 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

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6 Steps Process For Blog Marketing

by Thierry Cellerin on Mar 19, 2010

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6 Steps Process For Blog Marketing — Presentation Transcript