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    PresentationGiedriusCiupaila PresentationGiedriusCiupaila Presentation Transcript

    • Using Marketing Blogs for Agenda Setting and Business Development – Experience from Lithuania Giedrius C iupaila Marketing Communications Consultant EuroBlog International Research Symposium 2007 , Ghent, Belgium 17 March 2007
    • Contents
      • Internet and blogging in Lithuania
      • Media blogging
      • Politics = business
      • Corporate blogging
      • From a blog to a business start-up
    • Internet and blogging in Lithuania
      • Internet penetration in Lithuania is 35% (out of 3.4 million total population), the EU25 average is 51%.
      • The new media – news portals, social networks, etc. – are growing but:
          • Blogs are still a novelty in Lithuania
          • Blogging is at its infancy but growing fast.
      • 14 March 2007 – the first bloggers’ conference in Lithuania,
      • a “ B2B” event: bloggers talking to bloggers and not to a wider audience.
    • Media blogging
      • Media outlets, especially news portals, pay attention to blogs most:
      • The most popular news portal in Lithuania, www.delfi.lt , has a blog: http://blog.delfi.lt/
      • The business daily Verslo Zinios [ Business News ] has recently revamped its website, which now looks more like a blog http://vz.lt/
      • Other news media also review their web presence to make it more interactive and engaging for the visitors.
      • A clear trend towards web 2.0 media!
    • Politics = business
      • Politicians discover blogs as an effective channel to reach their electorates:
      • ex-mayor of Vilnius, formerly a businessman, has had his personal blog for a couple of years: www.zuokas.lt
      • local municipality election candidate used a blog to get more votes
      • They employed blogs to:
      • Create the image of a more accessible official
      • Attract the younger generation, which is an active and powerful audience
      • Politics means business 
    • Coporate blogging
      • Examples of corporate blogging in Lithuania are scarce:
      • MTV – an international brand
      • Monton – an Estonian apparel retailer
      • Vilnius Conference Centre ( www.vcc.lt )
      • Businesses (just like the general public) have not yet discovered social software, including blogs.
    • From a blog to a business start-up
      • Before starting a business venture, a “personal” blog, Blogging Out , http ://giedriuscp.blogspot.com was set up to:
      • Keep closer relations with a network of contacts: colleagues in PR, marketing, media, etc.
      • Get ready for the launch of the business venture
      • Engage the audience that included both colleagues and propective clients
      • The blog was used as a marketing teaser.
    • From a blog to a business start-up ( 2)
      • Key practical findings of the short period of “personal” blogging :
      • Blogs are a novelty ( terra incognita ) in Lithuania, even among people working in media, marketing and PR (~10% awareness)
      • Blogs attract positive interest from the target audience (curiosity)
      • Bloggers may be viewed as experts in their field (they seem to know what others do not)
    • From a blog to a business start-up ( 3)
      • Therefore, blogging enables a new market player to :
      • Differentiate itself in a highly competitive information environment
      • Communicate the desired messages more easily
      • Build credibility and trust , which is vital
      • Awareness was the ultimate goal of blogging as a communications tool which has proved to be efficient and cost-effective!
    • To blog or not to blog?
      • The decision to start a blog depends on:
      • Overall business and marketing/PR strategy
      • Type of business
      • Client base
      • Marketing is all common sense combined with a bit of creativity.
    • Contact s
      • Giedrius Č iupaila
      • Ma rketing Communications Consultant
      • Email: gciupaila@vcc.lt
      • Skype: giedriuscp
      • http://giedriuscp.blogspot.com
      • www.vcc.lt