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6 Steps Process For Blog Marketing
 

6 Steps Process For Blog Marketing

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6 steps process blog marketing is a comprehensive and detailed presentation of the main process how succesfully work with bloggers, including some specifics for Russian market. March 2010.

6 steps process blog marketing is a comprehensive and detailed presentation of the main process how succesfully work with bloggers, including some specifics for Russian market. March 2010.

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  • http://www.youtube.com/watch?v=CgQkKogqHDQ
  • 46%des blogs les plus influents en Europe parlent de politique, 33 % parlent de high tech. Social Media make bloggers even more influent Popular bloggers are generally over 30 y.o. and with high incomes
  • According toYandexBlog Search as of spring 2009, the Russian-speaking blogosphere has 7.4m blogs: 6.9m personal blogs and more than half a million communities. The majority of blogs have few subscribers. Only 2 % bloggers have more than a hundred readers, and only 0,2 % bloggers can boast a fan base of more than 500. The most popular blogs (more than 5,000 friends) with more than 558,000 subscribers, make up 8 % of the Russian blogosphere.
  • in communication, media (singular medium) are the channels used to store and deliver information or data.Thanks to fast technologies evolution, Bloggers have more and more means to create content and plateforms to diffuse it in order to provide their audience with informations. The strength of this the medium is the rapidity of content propagation, and the possibility to collect the audience’s reactions.
  • The medium has matured more quickly over the past two years, fueled by mainstream consumer adoption. Web surfers have embraced blogs as trusted sources of information on everything from travel and technology to entertainment and sports. While some of these visits may be casual or entertainment-oriented, 50 percent of all readers report that blogs influence their purchase decisions, and the majority report that online reviews are often more helpful than speaking with a sales associate.
  • Social media can't substitute for marketing strategy: Blog marketing campaign should be integrated in your marketing mix. Blog marketing is about quality not quantity: It is more about reaching the right people with the right message.
  • Partnering with a blogger that's a good fit with your brand is crucial to a successful outcome. For a blog to be worth sponsoring, it "has to have a very large and engaged audience." Engagement can be determined by checking how active the commenting is, both on the blog itself and in the blogosphere, as well as the quality of the comments.
  • Définirl'influence? Reputation = nb de liens qui pointentverstoi  xl'audience (le reach)...Les 2 sontnécessaires : avec des nanas nuestupeux faire bcp de reach mais pas avoird 'autorité...Trust professional agencies’ recommendations.
  • You need bloggers more than they need you.Not all blogger you are interested in / will be fitting or be willing to work with your brand.
  •     
  • Don’t overpromise or over deliver if you want your message to get credibility. Give bloggers the time to ask questions about your products and make sure to give them argumented answers.Sponsored or not, content has to be informative, interesting, and creative.
  • 150 bloggersUS Europe AsiaExbloggerNotcot = 1 M visitors / monthVerifier le contenu : suivit + reagir
  •  There is not 1 official figure to look at in order to calculate a campaign’s ROI.
  • Bloggers are becoming main stream media, getting more powerful and more independants. Brand marketers are learning what successful PR folks have known for years: there can be a natural intersection between their desires and a blogger's needs to create meaningful content for readers. Brands are increasingly respecting blogger church and state boundaries, and are slowly learning that the power of the blogosphere lies in its truth and authenticity.

6 Steps Process For Blog Marketing 6 Steps Process For Blog Marketing Presentation Transcript

  • 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
    06Why you should work with bloggers?
    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
    07Why you should work with bloggers?
    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
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    Step 2. Choose Bloggers Wisely
     Useful instruments
    Yandex Blogi
    Google Ad Planner
    Blog Marketing Agency
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    Step 4. Create Engagement
     Coco Mademoiselle Perfume Launch
    (International)
    Exclusive Content
    Ego
    Curiosity
  • 6 steps process to work with bloggers
    Step 4. Create Engagement
     Absolut Vodka Brand Ambassadors
    (Spain)
    +
    +
    +
    57 bloggers
    (2007)
    67 bloggers
    (2008)
    80 bloggers
    (2009)
  • 6 steps process to work with bloggers
    Step 4. Create Engagement
     Yves Rocher Bloggers recommendations
    (Russia)
    Curiosity
    Exclusivity / Ego
    Sharing
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    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)
  • 6 steps process to work with bloggers
    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.”
  • 6 steps process to work with bloggers
    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
  • 6 steps process to work with bloggers
    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.