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Of blogs, brands and the WIIFM question
 

Of blogs, brands and the WIIFM question

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Revisiting the basics of blogs for brands.

Revisiting the basics of blogs for brands.

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    Of blogs, brands and the WIIFM question Of blogs, brands and the WIIFM question Presentation Transcript

    • Of blogs, brands and the WIIFM question @bhatnaturally
    • * 
 It is different now. * Source: Maggi, It’s Different TVC
    • "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention."
    • "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention." ~Observations in Printers Ink, 1908
    • "Nobody reads ads. People read what interests them. Sometimes it's an ad." 
 
 ~ Howard Gossage
    • No, there is no room for your brand of dishwashing liquid (now with 30% more lime) in your target audience’s mind. Image
    • Hint: Replace ‘brand of dishwashing liquid with your name and the same rules apply.
    • So should brands have blogs? ! Deeply thought, considered answer: it depends.
    • Hang on, that’s actually the wrong question.
    • How can we help you be more awesome?*
    • How can we help you be more awesome?*
    • Product How can we help you be more awesome?*
    • Product How can we help you be more awesome?*
    • Product How can we help you be more awesome?*
    • Product How can we help you be more awesome?* Marketing & Communication
    • Product How can we help you be more awesome?* Marketing & Communication
    • Product How can we help you be more awesome?* Marketing & Communication Social Media
    • Product How can we help you be more awesome?* Marketing & Communication Social Media
    • Product How can we help you be more awesome?* Blog Marketing & Communication Social Media
    • Product How can we help you be more awesome?* Blog Marketing & Communication Social Media *originally asked by Tom Fishburne
    • How do I decide if my category or brand needs a blog?
    • Considered purchase, high involvement category
    • Considered purchase, high involvement category And/Or
    • Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
    • Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
    • Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
    • Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education Technology And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education Technology Services And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education Technology Luxury Services Travel And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
    • Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Travel Social Media Scope for story telling
    • What’s the brand objective, dude? Depending on brand, market stature, marketing plans anything from • establish or further thought leadership • be seen as a go-to brand for the right information in the category • a platform for surprising, enriching discoveries
    • “What do I blog about? I am already engaging them on Facebook with stories”.
    • Each medium has an advantage. Find it, use it.
    • What’s a blog good at? 1. Cater to narrow, niche, involved audience 2. Thought leadership stance 3. Long form content that can suit the brand objective: useful, entertaining 4. Meaningful discussion
    • Once you pop, you can’t stop. Image Source
    • Do you want to be eerie or welcoming?
    • Image Source Think before you leap.
    • Going to where the crowd is vs. building your own nest
    • Hard work guaranteed. Source
    • Experts say, it is not about what the brand says, nowadays. ! It is about what the brand does.
    • Same rules apply for the personal brand.
    • CAREER Social Friends & peers Several actions & sources create the personal brand.
    • Blog is uniquely placed to showcase an individual’s or brand’s personality in an in-depth, multi-faceted manner.
    • Source: krishashok.me
    • In this age of noattention, aren’t blogs dead?
    • If it is interesting, there will be an audience.
    • Bud Light #UpForWhatever: 3:43 seconds; views - 14.62 mn Chrysler with Bob Dylan: 2:00; views - 5.56 mn
    • So if marketing is about nudging consumer behaviour along the consumer’s path to purchase…
    • WIIFM?
    • WIIFM? Blog
    • WIIFM? Blog
    • WIIFM? Blog To the consumer: Helps you be more awesome
    • WIIFM? Blog To the consumer: Helps you be more awesome
    • WIIFM? Blog To the consumer: Helps you be more awesome To the brand: reputation x credibility x perception
    • Thank You. @bhatnaturally