Blog Marketing and Advertising as a Business

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This is an overview on "blog marketing and advertising as a business". This presentation was made by Janette Toral in a webinar last October 22, 2010 to also answer questions from prospective …

This is an overview on "blog marketing and advertising as a business". This presentation was made by Janette Toral in a webinar last October 22, 2010 to also answer questions from prospective participants of the Ateneo-DigitalFilipino Blog Entrepreneur Program (http://bit.ly/blogentrep)

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  • 1. Blog  Marke+ng  &  Adver+sing   as  a  Business   Jane5e  Toral   h5p://bit.ly/blogentrep   h5p://digientrepreneur.com  
  • 2. h5p://www.digitalfilipino.com  
  • 3. h5p://www.e-­‐commercephilippines.com  
  • 4. h5p://www.blog4reviews.com  
  • 5. h5p://www.searchprofileindex.com  
  • 6. h5p://www.adinteres+ng.com   h5p://www.homebasedelite.com  
  • 7. h"p://bit.ly/blogentrep  
  • 8. Internet  Search  emerges  as  the  top   online  ac+vity.   Ac4vi4es  showing  significant  increase  at  95%  confidence  levels   Base:  Past  month  Internet  users  aged  10+  across  Na4onal  Urban  Philippines     Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  • 9. h5p://selnd.com/9nEOR3  
  • 10. h5p://bit.ly/9DLFnc  
  • 11. h5p://bit.ly/a23Zsh  
  • 12. Social  influencers   •  People  who  have  influence  on  their  peers   heavily  influenced  by  the  quality  and  volume   of  content  they  share  online  to  their  peers.   –  Referent  influencers     –  Expert  influencers     –  Posi+onal  influencers  (peers)   Source:  Social  Media  Marke+ng  for  Dummies   (Shiv  Singh)  
  • 13. Tap  bloggers   •  Buzz   –  Reviews   –  Event  par+cipa+on   •  Feedback   –  Focus  groups   •  Insight  
  • 14. Why  blogs?   •  First  voice   •  Passion  rather  than  a  profession   •  Trust   •  Ini+ators   •  Community  influence   •  Pass-­‐on  effect  (word-­‐of-­‐mouth  or  viral)   •  Self-­‐policing  
  • 15. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.     Real  Leaf  Green  Tea  won  the  blog  category  in   DigitalFilipino  Social  Networking  Awards  2010  
  • 16. 1st  place:  Mommy  Talks  by  Precious  Bahin+ng   h"p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  
  • 17. BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTIST MTV  Emerge  won  the  media  vo+ng  category  in   DigitalFilipino  Social  Networking  Awards  2010  
  • 18. Join  adver4sing   network  that  pays   per  impression  or   click  like  Google   AdSense  
  • 19. Blogbank.com.ph   Nuffnang.com.ph  
  • 20. A  successful  Digital  PR   •  People  will  search  for  you.   •  People  will  write  about  you.   •  People  will  share  you.  
  • 21. What  is  a  blog  post  campaign?   •  Get  bloggers  to  write  about  you   –  Press  release   •  Pros:  fast  dissemina+on   •  Cons:  copy-­‐paste;  no  pick-­‐up   –  Meet  blogger  (group  or  one-­‐on-­‐one)   •  Pros:  geeng  to  know  personally   •  Cons:  pick-­‐up  (messaging  /  value  challenge),  cost   –  Paid  post   •  Pros:  flexible  on  budget;  message-­‐focused,  support  SEO   efforts   •  Cons:  search  engine  pick-­‐up,  reader  pick-­‐up  
  • 22. Designing  a  blog  post  campaign   •  Objec+ve   •  Keywords   •  Type  of  write-­‐up   –  Word  or  Phrase   desired   –  url  or  link   –  Buzz   •  Photos   –  Website  review   –  News  release   •  Video   •  Messaging  tone   •  Amplify   –  Posi+ve   –  Twi5er   –  Nega+ve   –  Facebook   –  Neutral   –  Foursquare  
  • 23. Measuring  effec+veness   •  Sales  conversion   –  Click  tracking   –  Coupons     •  Visits   •  Search  engine  ranking   •  Recommenda+ons   –  Like   –  Retweet   –  Bookmarks     •  Conversa+on  generated   –  Comments  
  • 24. 3  Market  Needs   Low-­‐cost  but  effec+ve  website   Rank  in  search  engines   Tap  social  media   Very  few  service  providers……  
  • 25. Module  2  starts  on   November  6,  2010   Reserve  your  slot  at   h"p://bit.ly/blogentrep   h"p://digientrepreneur.com  
  • 26. We  hope  you  can  join  the  program   h5p://bit.ly/blogentrep   Thank  you!