9/13 PPT on Blog Marketing
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9/13 PPT on Blog Marketing

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This is the class discussion for 9/13 on Marketing via Blogs.

This is the class discussion for 9/13 on Marketing via Blogs.

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  • Top 100 Blogs: http://technorati.com/blogs/top100 Best Blogs of 2010: http://www.time.com/time/specials/packages/completelist/0,29569,1999770,00.html
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • MONITORING AND TEXT MINING Can review blogs and summarize what is being said about a company or topic Can rank author authority, conversation relevance, competitor analysis Other providers: Brandimensions, BrandsEye, CyberAlert, Factiva, Magpie, MotiveQuest, Nielson BuzzMetrics, Onalytica, Radian6 BLOG SEARCH ENGINES Blog search engines are different than conventional search engines which use spiders to check websites. The spiders index the information on the website. These are comprehensive but slow. Blog search engines work differently. They watch for RSS updates and when they receive one, it is immediately indexed. These are fast. Many blog search engines index social media sources only. What is the authority level of the blog? Some blog search engines offer photo or video results Features vary by blog search engine
  • Advantages: Easy to create and update Inexpensive Wide reach; niche markets Viral potential Flexible format Search engines “like” text-heavy blogs and natural search results can be very good for blogs Allows readers to engage via comments and dialogue Integrate with other media and methods Credible (?) Disadvantages: Must be vigilant about updating and adding current information; time requirement and resources Can be hard to measure effectiveness and ROI Others can blog about your company and you can do little about it Content strategy must be targeted; tone difficult to get just right

9/13 PPT on Blog Marketing 9/13 PPT on Blog Marketing Presentation Transcript

  • Marketing in Social Media Marketing via Blogs Created by Jan Ahrens [email_address]
  • Definition
    • Blog – a written account on the Internet usually about a specific topic or interest area
      • It is a type of website that is templated with a fixed frame and a variable interior
      • Most recent updates are put at the top of each page
      • Blogs may allow or not allow readers to write comments
      • A blog is the abbreviation for the term “we b log ”.
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Examples
    • Top 10 Blogs
    • News – Political / General
    • #1 - Huffington Post
    • #8 - Daily Beast
    • News - Entertainment:
    • #5 – Gawker
    • #7 – TMZ
    • News - Technical:
    • #2 – TechCrunch
    • #3 – Mashable
    • #4 – Gizmodo
    • #6 – Engadget
    • #10 – ReadWriteWeb
    • News – Strange!:
    • #9 – BoingBoing
    Created by Jan Ahrens jbahrens2002@yahoo.com View slide
  • Terminology
    • Archive – the saved history of each blog entry
    • Blog Swarm – when many blogs pick up a theme or pursue a story
    • Blog Aggregator – a blog that lists other blogs and provides links to them
    • Blogosphere – the virtual blog community
    Created by Jan Ahrens jbahrens2002@yahoo.com View slide
  • Terminology
    • Blogger – a person who writes or creates a blog
    • Blogroll – listing of author’s favorite blogs on the index page
    • Byline – giving credit to name of person who posted
    • Dooce – getting fired for what you wrote on a blog
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology cont’d
    • Entry – a single post to a blog
    • Escribitionist – term for blogging about yourself
    • Entry Title or Title – the headline of the blog entry
    • Ghost – someone who writes for a blogger under her/his name
    • Index Page – same as home page
    • OP – Original Poster – the person who begins a thread
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology cont’d
    • Permalink – a permanent link (URL) to that
    • blog entry. You can bookmark this, it won’t change
    • Tags / Tagged – “key words” for blogs
    • Thread – a discussion around one topic
    • Trackback – links to your posting on other sites
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • History
    • 1997 Web log
    • Jorn Barger – coined term logging the web, thus weblog
    • Early blog software: Pitas, Blogger, Groksoup
    • ~ 400 Million blogs in the US (numbers vary greatly depending on source)
    Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: “Why did cavemen paint on the walls? I don’t care. But I do care why bloggers blog.” -- Hugh Hewitt
  • Blog Statistics in Fortune 100 Global Companies
  • Blog Statistics in Fortune 100 Global Companies
  • Blog Statistics in Fortune 100 Global Companies
  • Variations of Written Blogs by Type of Media
    • Blogs by Media Variation
    • Videoblogs vlogs
    • MP3 blogs
    • Podcasting
    • Topical Blogs
    • Blogs by Type
    • Artblogs
    • Photoblogs
    • Poliblogs
    • Warblogs
    • And more!
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Category of Blogs
    • Personal
      • Individual
      • Group
    • Corporate
    Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: “Blogs are good for companies that are good and bad for companies that are bad.” -- Jason Calacanis
  • Blog Strategies
      • Build Database
      • Communicate (e.g. new products or policy, avert crisis, address public issue)
      • Monitor (e.g. track what stakeholders are saying)
      • Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media)
        • Targeted and untargeted ad examples at FaveCrafts
        • Sponsorship and rich media example at BusinessInsider
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Corporate Blog Types
    • CEO Blog
    • Executive Blog
    • Group Blog
      • Select group of employees contribute
      • High level of internal coordination
    • Company Blog Platform
        • Employees maintain own site about company-related matters
        • Usually company provides a set of guidelines
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Blog Tactics
    • Write on other blogs and link to your blog
    • Create blog-worthy events
    • When positive news, make it more viral
    • When negative news, react immediately
    • Apply marketing basics – target audience is the first consideration, plus others
    • Link to other blogs and sites
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Blog Tactics
    • Blog voice should be honest and passionate
    • Narrow topic
    • Post often
    • Praise others
    • Keep it short
    • Be basically polite
    • Use good grammar
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Marketer’s Role
    • Personal or Small Business
      • Create and maintain own blog
      • Engage in other blogs; reference others back to your blog
    • Corporate
      • Create and maintain corporate blog
      • Make decisions on corporate blog content, allowing comments, monitoring
      • Engaging in other blogs
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Technology
    • Blog Software
    • Blog Search Engines
    Created by Jan Ahrens jbahrens2002@yahoo.com Compare search results from regular search engine with a blog search engine
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Create a name for your blog
      • Use branding best practices
    • Customize your URL
      • Mapped to company domain (www.yourcompany.com/yourblog)
      • Custom domain (www.yourblog.com)
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Also called blogware
    • Determine what software you want to use
      • Server or client side
      • Free or paid
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Look and feel of the blog
      • Colors
      • Designs
      • Fonts
      • Photos and graphics
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Test blog privately
    • Post a few times
    • Have friends review
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Features:
    • Comments feature & options
      • No guest comments
    • Trackbacks
    • RSS functionality
    • Add social meda tags
    • Schedule Posts
    • Photos
    • Lists
    • Profile
  • Categories of Media
  • Anatomy of a Blog
    • Entry Title
    • Date of Entry
    • Permalink
    • Syndicate this site / RSS
    • Archives
    • Calendar
    • Time Stamp
    • Blogrolls
    Check out these GGU Blogs Created by Jan Ahrens jbahrens2002@yahoo.com http://webdesign.about.com/cs/weblogs/a/aa063003a.htm
  • More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com
  • How to Measure Blog Marketing
    • Communicate:
      • # Readers
      • # Comments / Engagement
    • Monitor :
      • Text mining and trend analysis
      • Tone analysis
    • Advertising :
      • CTRs and other common measures
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Advantages & Disadvantages of Marketing via Blogs
    • Advantages
    • Disadvantages
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Ethical & Legal Considerations
    • Transparency – don’t write under a different name or as someone else
    • Privacy – write only about what is yours or you have been given permission to
    • Disclosure – note any conflicts of interest
    • Truthfulness
    • Credit – cite others when appropriate
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Ethical & Legal Considerations
    • FTC Rules for Social Media!
    • Effective 12/1/2009
    • Protect consumers 
When endorsing a product, you must:
      • Disclose when you are being compensated
      • Be truthful in your statements, and make sure they can be substantiated
      • Speak from actual experience
      • Fine: $11,000
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • The Blog Role In Marketing?
    • … Public Relations?
    • … Direct Marketing?
    • … Advertising?
    • … Personal Selling?
    • … Sponsorships?
    • … Branding?
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Blog Awards
  • Examples of Blogs - Exercise
    • Identify model:
      • Individual
      • Group
      • Corporation and what type
    • Identify strategy:
      • Communicate
      • Monitor
      • Advertise
    • Identify tactics
    • International Blog Examples? Compare and contrast
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • References and Additional Reading
    • Burstein, Dan (2005) blog!. New York, NJ: CDS Books
    • Demopoulos, Ted (2006). What no one ever tells you about blogging and podcasting [electronic resource] : real-life advice from 101 people who successfully leverage the power of the blogosphere. Chicago : Kaplan Pub
    • Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books
    • Hewitt, Hugh (2005) Blog . Nashville, TN: Nelson Books
    • Hill, Brad (2006) Blogging for Dummies. Indianapolis, IN: Wiley Publishing
    • Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc
    • Wright, Jeremy (2006). Blog marketing [electronic resource] : the revolutionary new way to increase sales, build your brand, and get exceptional results. New York : McGraw-Hill, c2006
    • Technorati’s State of the Blogosphere Report, http://technorati.com/blogging/state-of-the-blogosphere/
    • Top 50 Marketing Blogs http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm
    • Glossary Sources: Samizdata.net Blogware.com Blogzilla
    Created by Jan Ahrens jbahrens2002@yahoo.com