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Marketing Beyond                              The Blog Buzz                                                September 8, 20...
Our Game Plan      What is a blog?                       blog      Marketing Applications      RSS      Monitoring the...
After All Is Said And Done…It’s Still Marketing            “People can say I’m a classical violinist if they              ...
What is a blog?© Bloomberg Marketing 2005
What is a blog?        A weblog is kind of a continual tour, with a           human guide who you get to know.        Ther...
The Essence of Blogging                             People Talking To People                             1.               ...
Blog Activities                                         Author Blogs                                         • Information...
Building Corner Store Relationships                     People like to do business with people they like.            “Peop...
Anatomy of a Blog Blog Title Title Tag                               Post              Delivery Options                   ...
Anatomy of a Blog                                                   Post BlogRoll                             Archive Cate...
Anatomy of a Blog     Original      Post     Trackback       On Blog     Comment      on Blog© Bloomberg Marketing 2005
Blog Posting Interface© Bloomberg Marketing 2005
How Does A Blog Differ …         A Website - even the best websites are           usually static information that is diffi...
How Does a Blog Differ from …      A Chat Room: A blog maintains a conversation history,        unlike most chat rooms.   ...
Blog Best Practices        1.       Title and title tag                       Descriptive                       Optimize...
Blog Best Practices                                7. Blog Mantra            Honest | Passion | Transparency | Authentic© ...
Growth of the Blogosphere            PubSub            Total sources            15,690,065            <9/4/05>            ...
Major Corporations                             Are Already Blogging© Bloomberg Marketing 2005
Marketing Applications                                “The 4 P’s of Blogging”        Point | Passion | Personality | Perse...
Crisis Management                              Winber Medical Center: Stopping rumors© Bloomberg Marketing 2005
Customer Relationships  Non profit - community of bloggers     B2C - customer bloggers© Bloomberg Marketing 2005
Search Engine Optimization                             If there is a silver bullet …© Bloomberg Marketing 2005
Building Community & Influencers         74 people say happy birthday   Business bloggers help cause© Bloomberg Marketing ...
Informal Marketing Research              Intuit Quick Books© Bloomberg Marketing 2005
Thought Leadership            Research - multiple author   Consulting –multiple author© Bloomberg Marketing 2005
Recruitment Strategy                                             American University –                                    ...
Displaying Information                             Photo Blog     Blog As A Portal© Bloomberg Marketing 2005
Non Corporate Blogs                 Network of Blogs          Sponsored Blog© Bloomberg Marketing 2005
Short-term Campaigns© Bloomberg Marketing 2005
Business & Marketing Blogs:                             Can A Small Business Own A Niche?    Company: Quality Service Mark...
Business & Marketing Blogs:                             Can a manufacturing company leverage                              ...
Business & Marketing Blogs:                       Would Growth Cause Loss of Customer Relationships?Company: Stonyfield Fa...
RSS – Real Simple Syndication                                A little peep, signal or peep that                           ...
GM FastLane Blog© Bloomberg Marketing 2005
Aggregator/News reader                                      Header/Post Reviews© Bloomberg Marketing 2005
My Yahoo© Bloomberg Marketing 2005
RSS – Real Simple Syndication                                    RSS Website Uses                                     Med...
Monitoring Blogs                Influencer Relationship Management                                    The most priceless c...
Monitoring Blogs                        Influencer Relationship Management                             Where would you pre...
Monitoring Blogs                Influencer Relationship Management© Bloomberg Marketing 2005
Journalists Tapping Blogs        11th Annual Euro RSCG Magnet Survey of the Media, done        in partnership with Columbi...
Blog Marketing Challenges      Time & Resources      Blog strategy      Corporate guidelines      Corporate liability ...
On The Horizon                                      Blog Ads                         In Feeds                  On Blogs   ...
Blog Ready?        First Question: Will the company culture support a            blog strategy?        Second Question: Wi...
Blog Implementation     Model                             Developed by Pheedo.com© Bloomberg Marketing 2005
Ready Set Go … Blog!        Whisper Strategy                Subscribe to a news reader                Read and subscribe...
Tracking Metrics              Blog Specific               *May be measured by unique or total posts                 Sear...
Tracking Metrics           Buzz                  Podcasts, vlogs and other interview                  Blog mentions, co...
10 Key Take Aways                1.      People talking to people – no corporate talk                2.      Easy to maint...
10 Key Take Aways          5.        Establishes the author as a subject matter expert          6.        Provides readers...
10 Key Take Aways        9.       Blogs must be integrated into your marketing strategy                 to be effective: g...
What Are Blogs?                               1.  People Talking To People                               2. People Listeni...
//Blogs//:                                        Toby Bloomberg                                      Bloomberg Marketing ...
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Marketing Beyond The Blog Buzz

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Using blogs to support marketing initiatives. The presentation was developed in 2006 and is surprisingly relevant for today's social media marketers. What is a blog? Hope you enjoy!

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Transcript of "Marketing Beyond The Blog Buzz"

  1. 1. Marketing Beyond The Blog Buzz September 8, 2005© Bloomberg Marketing 2005
  2. 2. 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. 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. 4. What is a blog?© Bloomberg Marketing 2005
  5. 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 theres 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. 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. 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. 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. 9. Anatomy of a Blog Blog Title Title Tag Post Delivery Options Value-add Video© Bloomberg Marketing 2005
  10. 10. Anatomy of a Blog Post BlogRoll Archive Category Unique URL Links From Other Blogs© Bloomberg Marketing 2005
  11. 11. Anatomy of a Blog Original Post Trackback On Blog Comment on Blog© Bloomberg Marketing 2005
  12. 12. Blog Posting Interface© Bloomberg Marketing 2005
  13. 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. 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. 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. 16. Blog Best Practices 7. Blog Mantra Honest | Passion | Transparency | Authentic© Bloomberg Marketing 2005
  17. 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
  18. 18. Major Corporations Are Already Blogging© Bloomberg Marketing 2005
  19. 19. Marketing Applications “The 4 P’s of Blogging” Point | Passion | Personality | Perseverance© Bloomberg Marketing 2005
  20. 20. Crisis Management Winber Medical Center: Stopping rumors© Bloomberg Marketing 2005
  21. 21. Customer Relationships Non profit - community of bloggers B2C - customer bloggers© Bloomberg Marketing 2005
  22. 22. Search Engine Optimization If there is a silver bullet …© Bloomberg Marketing 2005
  23. 23. Building Community & Influencers 74 people say happy birthday Business bloggers help cause© Bloomberg Marketing 2005
  24. 24. Informal Marketing Research Intuit Quick Books© Bloomberg Marketing 2005
  25. 25. Thought Leadership Research - multiple author Consulting –multiple author© Bloomberg Marketing 2005
  26. 26. Recruitment Strategy American University – Perspective Students Page© Bloomberg Marketing 2005
  27. 27. Displaying Information Photo Blog Blog As A Portal© Bloomberg Marketing 2005
  28. 28. Non Corporate Blogs Network of Blogs Sponsored Blog© Bloomberg Marketing 2005
  29. 29. Short-term Campaigns© Bloomberg Marketing 2005
  30. 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. 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. 32. Business & Marketing Blogs: Would Growth Cause Loss of Customer Relationships?Company: Stonyfield FarmsIndustry: Consumer DairyGoal: Personalize relationship withcustomers, differentiate the brand <http://www.stonyfield.com>© Bloomberg Marketing 2005
  33. 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
  34. 34. GM FastLane Blog© Bloomberg Marketing 2005
  35. 35. Aggregator/News reader Header/Post Reviews© Bloomberg Marketing 2005
  36. 36. My Yahoo© Bloomberg Marketing 2005
  37. 37. RSS – Real Simple Syndication RSS Website Uses  Media releases  New product updates  Newsletters© Bloomberg Marketing 2005
  38. 38. Monitoring Blogs Influencer Relationship Management The most priceless commodity in times of crisis is trustworthy information. Forbes© Bloomberg Marketing 2005
  39. 39. Monitoring Blogs Influencer Relationship Management Where would you prefer a controversial conversation about your brand occurs?© Bloomberg Marketing 2005
  40. 40. Monitoring Blogs Influencer Relationship Management© Bloomberg Marketing 2005
  41. 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. 42. Blog Marketing Challenges  Time & Resources  Blog strategy  Corporate guidelines  Corporate liability  Negative comments  Comment spam© Bloomberg Marketing 2005
  43. 43. On The Horizon Blog Ads In Feeds On Blogs Podcasting & Vblogging© Bloomberg Marketing 2005
  44. 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
  45. 45. Blog Implementation Model Developed by Pheedo.com© Bloomberg Marketing 2005
  46. 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. 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. 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. 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. 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. 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. 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. 53. //Blogs//: Toby Bloomberg Bloomberg Marketing tobyb1@gmail.com www.divamarketingblog.com Marketing & Blog Strategies For Business© Bloomberg Marketing 2005
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