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This presentation is for my e-marketing course.

This presentation is for my e-marketing course.

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  • Slide 3

    A blog can be produced by one author or carried out collaboratively by a community of authors. Blogs are web sites that contain brief entries displayed in reverse chronological order. The newest entry is at the top of the web page. Blog can be updated at anytime – hourly, daily, weekly or monthly. Blog posts are primarily textual, but they may contain photos or other multimedia content. Most blogs provide hypertext links to other Internet sites. Individual articles on a blog are called ‘blog posts,’ ‘posts’ or ‘entries’. A person who posts these entries is called a ‘blogger’ Authoring a blog, maintaining a blog or adding an article to an existing blog is called ‘blogging’. The ability for readers to leave comments in an interactive format is an important part of many blogs. Blog content was equally diverse, ranging from journals of daily activities to serious commentaries on important issues such as politics. Nardi stated that blog is whatever you want it to be and look like – it reflect you.



    Slide 4

    Blog can be service or experience product depends what the bloggers use the blog for. Blogging can be a service such as Corporate blogs which is provide for business purposes. The example of blogging as a service, “library blog”. Stephens believes that library blogs can be building blocks for communicating news and information to young adults users. There are four major ways that blogs can be used in the library: as an information service, as a library service, as feedback tool, and as a professional awareness service.



    Slide 5

    An information service,

    Use blogs as a library promotional tool to inform clients of changes and additions to library services and collections, news and current events.



    A library service,

    For example, List new books, videos, CDs, or DVDs as they are added to the collection.



    Feedback tool,

    Blogs encourage valuable feedback from readers via the comments link.



    A professional awareness service

    Used as current awareness and professional aids for librarians to keep up-to-speed in their field. Blogs help them stay ahead/ of changes in technology and in the library profession.



    Slide 6

    Blogging also can be as a Experience because majority of the bloggers are blogging by express their feelings and ideas. Blogs vary widely in nature and content, but as they have grown in popularity they have been increasingly portrayed as online diaries or personal journals, often of the most confessional sort. Herring found three primary types of blogs: individually authored personal journals, 'filters' (because they select and provide commentary on information from other websites), and 'knowledge logs.' The majority of blogs in their sample (70%) were of the personal journal, 'online diary' type.



    First, each blog is usually maintained and updated by one person (called the blogger). Hence, blogs are personal, representing the interests, opinions, experiences and interactions of one blogger.



    Second, blogs are updated regularly with new entries; hence they contain rapidly evolving content, as compared to regular websites that do not change much over time.



    Third, each entry in a blog has an associated time stamp, unlike regular webpages. Also, bloggers interact with each other by linking to each other’s entries in their own entries, thus forming online communities. These discussions, or stories in the blogosphere exist for a while and then it will die out. Within these communities, bloggers engage in discussions of certain issues, through entries in their blogs. Since these discussions are often initiated in response to online or offline events, a discussion typically lasts for a limited time duration.



    Slide 7

    Therefore, on each blog post the blog has provide the individual experience because according to Nardi, Bloggers blogged in order to:



    1. Update others on activities and whereabouts

    Blogging was a useful, efficient way to keep in touch with others, to insert the blogger into a social space of friends and family to facilitate ongoing social relationships.



    2. Express opinions to influence others

    Bloggers used their blogs to express opinions and advice, often with a clear statement of particular actions they wished their readers to take.



    3. Seek others’ opinions and feedback

    Bloggers often sought feedback from their readers.



    4. “Think by writing”

    In writing blog posts, writing was a social process in that bloggers posted their thoughts to the blog where they had an audience, and continued the discussion face to face with their friends, families, after they had had a chance to read the blog.



    5. Release emotional tension

    Some of the blog posts in Nardi’s study were highly emotional. While we cannot say with certainty that they afforded release of emotional tension, but we can say that bloggers sometimes spoke of blogging in terms that suggested such release.



    Slide 8

    Why readers unsubscribe from your blog. These are the top 5 from Rowsee.

    1. Too many posts (the post levels are too overwhelming)

    2.Infrequent Posting (or the blog is effectively dead)

    3.Partial Excerpts Feeds

    4.Blog Changes Focus (too much off topic posting)

    5. Too many posts that people see elsewhere (Redundant, Repeated or Recycled News)



    Slide 10

    David Armano, the Vice President of Experience Design has articulate that a great blog experience combines excellent content with conversation + stimulation. As a result, it should connect curator with community.



    Slide 11

    Furthermore, he has indicate The 4C’s of blogging which are community, consistency, clarity and content.



    Slide 12: Community

    Invest

    Are you participating in social media networks or passively reading content? Your community will only be as good as the amount of effort you put into cultivating one. Get involved.



    Listen

    It’s not about responding to every single comment—but it is about listening and facilitating.



    Cultivate

    Give your community something to think about. Ask their opinions. Don’t provide all of the answers—let them fill in the blanks.



    Slide 13: Consistency

    Find

    Is your “blog personality” consistent with who you are? Don’t know if you’ve “found your voice”? Then you haven’t. You’ll know the moment you do. And when it happens—speak up.



    Write

    Talk about the things you care about. Be true to yourself.



    Experiment

    Are you offering a consistent experience to your community? Bloggers should be experimented and evovled and do it consistently.



    Slide 14: Clarity

    See

    Do you have a clear vision for your blog? You need to “see” where you want to go even if you don’t know how to get there. Having a definitive vision is everything.



    Communicate

    Your communication and conversation should be clear and articulate. Rambling doesn’t make for good conversation.



    Vision is not visionary

    Don’t let the word vision scare you off. It doesn’t mean you need to be a genius—you just need to keep your eyes on the road. And to know What makes it different and special?



    Slide 15 :Content

    Are you writing and including content that YOU are interested in? And other PEOPLE are interested in too?



    Frame

    Your content will be as unique as the way you frame it. Don’t just report—have opinions and seek the opinions of others.



    Share

    People are hungry for knowledge and “know-how”. If you know something, share it. Don’t worry about your ideas being stolen because everyone is stealing from one another;



    Serve

    Make no mistake. You are in the service industry. if you are not providing value then stop blogging!



    Slide 16

    Lastly, audiences tend to visit the blog and if they found it interesting then they will engage and participate in the community. And they will share it with people, friends families. Armano believe that if you are able to provide a unique blog then “People will talk about a unique blog experience. And come back for more!”



    And that’s the end of my presentation



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E-marketing Presentation E-marketing Presentation Presentation Transcript

  • Chomthidha Wang U4445161 Is blogging a service or an experience?
    • What is a blog
    • Blogging as a service and experience product
    • Does the blog provide a continuous service, or individual experiences based on each blog post?
    • How to use marketing for the creation, communication, delivery and exchange of value with a blog
    Objectives
    • A blog can be produced by one author or carried out collaboratively by a community of authors.
    • Blogs are web sites that contain brief entries displayed in
    • reverse chronological order.
    • Blog can be updated at anytime
    • Authoring a blog, maintaining a blog or adding an article to an existing blog is called ‘blogging’.
    • “ blog is whatever you want it to be and look like – it reflect you”
    Mary Ann Kajewski, 2007 Emerging technologies changing our service delivery models, Vol. 25 No. 4, 2007 pp. 420-429 Nardi, B. & Schiano, D. & Gumbrecht, M and Swartz, L. Why We Blog, COMMUNICATIONS OF THE ACM December 2004/Vol. 47, No. 12 What is Blog?
    • Library Blog
    • Stephens (2006) believes that library blogs can be building blocks for communicating news and information to young adults users.
    • Blog as
      • an information service,
      • a library service,
      • feedback tool, and
      • a professional awareness service
    Stephens, M. (2006), Weblogs and Libraries, SirsiDynix Institute Video, available at: www. sirsidynixinstitute.com/viewvideo.php?vid ¼ 20060215 Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429 Blogging as a Service
  • Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429
    • An information service,
      • Use blogs as a library promotional tool
    • A library service,
      • List new books, videos, CDs, or DVDs as they are added to the collection.
    • feedback tool, and
      • Blogs encourage valuable feedback from readers via the comments link.
    • A professional awareness service
      • Used as current awareness and professional aids for librarians to keep up-to-speed in their field.
    • 3 Primary types of blogs (Herring, et al , 2004)
      • Personal journal
      • Filters
      • Knowledge logs
    • Blogs are personal, representing the interests, opinions and interactions of one blogger.
    • Blogs are updated regularly with new entries
    • each entry in a blog has an associated time stamp, unlike regular webpages.
    • Forming online communities.
    Qamra, A. & Tseng , B. and Chang, E., 2006, Mining Blog Stories Using Community-Based and Temporal Clustering, CIKM’06, November 5–11, 2006. Herring, S., Scheidt, L., Bonus, S. and Wright, E. Bridging the gap: A genre analysis of weblogs. Proceedings 37 th Annual HICSS Conference, 2004. Big Island, Hawaii. Blogging as a Experience
  • Bloggers blogged in order to: ( Nardi, et al , 2004)
    • Update others on activities and whereabouts
    • Express opinions to influence others
    • Seek others’ opinions and feedback
    • “ Think by writing”
    • Release emotional tension
    Nardi, B. & Schiano, D. and Gumbrecht, M., 2004, Blogging as Social Activity, or, Would You Let 900 Million People Read Your Diary?, CSCW’04, November 6–10, 2004
  • : Why readers unsubscribe from your blog (Rowsee, 2007)
    • #1 Too many posts
    • #2 Infrequent Posting
    • #3 Partial Excerpts Feeds
    • #4 Blog Changes Focus
    • #5 Too many posts that people see elsewhere
    Source: Rowsee, D., 2007, Pro Blogger, 34 reasons why readers unsubscribe from your blog Top 5
  • To overcome this problem
  • How to connect to the audiences ??? Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2
  • Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 The 4C’s of blogging
    • Invest
      • Get involved .
    • Listen
      • listening and facilitating .
    • Cultivate
      • Ask their opinions .
    Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 Community
    • Find
      • speak up .
    • Write
      • Be true to yourself .
    • Experiment
      • Experiment—just do it consistently .
    Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 Consistency
    • See
      • vision is everything .
    • Communicate
      • clear and articulate .
    • Vision is not visionary
      • keep your eyes on the road .
    Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 Clarity
    • Frame
      • seek the opinions of others .
    • Share
      • If you know something, share it .
    • Serve
      • You are in the service industry .
    Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 Content
  • Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2 "People will talk about a unique blog experience. And come back for more!”
  • References
    • Agarwal, N. & Liu, H. & Tang, L. and Yu, P., 2008, Identifying the Influential Bloggers in a Community, WSDM’08, Febr uar y 11–12
    • Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at: http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2
    • Baumer, E. & Sueyoshi, M. and Tomlinson, B., 2008, Exploring the Role of the Reader in the Activity of Blogging, CHI 2008 , April 5–10, Florence, Italy.
    • Herring, S., Scheidt, L., Bonus, S. and Wright, E. Bridging, 2004, the gap: A genre analysis of weblogs. Proceedings 37 th Annual HICSS Conference. Big Island, Hawaii.
    • Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429
    • Lovelock C. 2004 Services Marketing 3rd edition an Asia-pacific and Australian Perspective, Prentice Hall, Australia
    • Nardi, B. & Schiano, D. and Gumbrecht, M., 2004, Blogging as Social Activity, or, Would You Let 900 Million People Read Your Diary?, CSCW’04, November 6–10, 2004
    • Nardi, B. & Schiano, D. & Gumbrecht, M and Swartz, L. Why We Blog, COMMUNICATIONS OF THE ACM December 2004/Vol. 47, No. 12
    • Rowsee, D., 2007, Pro Blogger, 34 reasons why readers unsubscribe from your blog [online] availble at: http://www.problogger.net/archives/2007/03/01/34-reasons-why-readers-unsubscribe-from-your-blog/
    • Qamra, A. & Tseng , B. and Chang, E., 2006, Mining Blog Stories Using Community-Based and Temporal Clustering, CIKM’06, November 5–11, 2006.
    • Background - Michael Sauers msauers