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  • 1. 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
  • 2. Contents
    • Internet and blogging in Lithuania
    • Media blogging
    • Politics = business
    • Corporate blogging
    • From a blog to a business start-up
  • 3. 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.
  • 4. Media blogging
    • Media outlets, especially news portals, pay attention to blogs most:
    • The most popular news portal in Lithuania, , has a blog:
    • The business daily Verslo Zinios [ Business News ] has recently revamped its website, which now looks more like a blog
    • 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!
  • 5. 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:
    • 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 
  • 6. Coporate blogging
    • Examples of corporate blogging in Lithuania are scarce:
    • MTV – an international brand
    • Monton – an Estonian apparel retailer
    • Vilnius Conference Centre ( )
    • Businesses (just like the general public) have not yet discovered social software, including blogs.
  • 7. From a blog to a business start-up
    • Before starting a business venture, a “personal” blog, Blogging Out , http :// 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.
  • 8. 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)
  • 9. 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!
  • 10. 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.
  • 11. Contact s
    • Giedrius Č iupaila
    • Ma rketing Communications Consultant
    • Email:
    • Skype: giedriuscp