Blogging & Branding

Webit Expo 2010
Blogging & Branding The power of a new branding tool called blogging… Onur Kabadayi Product Manager, Interactive Services

Gary Vaynerchuck NY Times Best Selling Author & American Businessman
Owner of a wine e-tailer.
His video blog helped Gary raise his annual revenues from $4M to $45M in five years.
His first business book became a NY Times and WSJ best seller. He is now (almost) a celebrity!

Companies that are using blogs for marketing purposes

Companies that are using blogs for marketing purposes Excludes blogs on social networks & micro-blogs Source: eMarketer, August'10

Blogging & Branding 1) Why use B logs for branding? 2) Corporate Blogs as a CRM tool: How-to 3) Other Blogs as a PR tool: How-to

How are we leveraging Blogs @ Hurriyet.com.tr, and becoming an enabler for Blog marketing initiatives?

Why use blogs as a branding tool?

Why use blogs as a bra n ding tool : Content Relevant, quality content will attract your target audience!

Why use blogs as a bra n ding tool : Content Google Juice: Google loves original content & blogs !

Why use blogs as a bra n ding tool : Your Human Face It’s easier to identify with a person than with a faceless organization!

Why use blogs as a bra n ding tool : Tell your stories! A place to tell your brand story, or stories reflecting your brand values…

Why use blogs as a bra n ding tool : Conversation & Community An enabler for 2-way conversations… Conversations will lead to longer lasting, more meaningful relationships!

Why use blogs as a bra n ding tool : Cost Effective vs. It’s targeted & efficient communications!

Blogging gives your organization a way to have authentic, meaningful conversations and relationships with the people that matter most to it.
Why use blogs as a branding tool ?

How to use your brand ’ s / product’s blog as a CRM tool

Corporate Blogs: How to use as an effective CRM tool  To inform & educate your audience

Corporate Blogs: How to use as an effective CRM tool
 To get product feedback

 To Drive Sales!
Stormhoek Wines:
Hired a blogger, started a blog in 2005.
Sales went from 50K cases to >250K cases in 2 years!
So many vineyards…
You need a story that cuts through the clutter!

 To engage in crisis communications

Corporate Blogs: Challenges
What is the right content strategy?
Not the place for cut & paste jobs
Not a place to shovel everything your organization want to get “out there”
Ask yourself: What would my target audience find relevant, valuable & interesting?
Experiment with different types of content

Corporate Blogs: Content Strategy You must create content that’s likely to be shared across all kinds of media!

Corporate Blogs: Content Strategy Rarely Shared Frequently Shared
Product info
Software documentation
Raw news releases
New market data
Educational content
Blog posts & videos with key analysis, trends, insights
Stories involving real people, success stories
New product launch
Offers / free trials

Corporate Blogs: Challenges
How to create content?
Get whole organization engaged
A dedicated “community management” team?
Be personal, genuine
Leverage content in many ways
Share e-Books, tutorials, media on YouTube, SlideShare etc.

You need to make your blog a main focus of your marketing to really be successful. If you don’t have patience & a serious commitment , it will fail.

How to use other blogs as a PR tool

Other Blogs: How to use as an effective PR tool  To generate awareness & interest for your products : Earned or Sponsored

Other Blogs: How to use as an effective PR tool  To generate further buzz around your marketing communications efforts: Old Spice Man – Social Media Campaign

Other Blogs: How to use as an effective PR tool  You can collaborate with Bloggers… To design inventive PR & Social Media campaigns: Renault Fluence Turkey Launch – Blogger Campaign

Other Blogs: Strategic collaborations with Bloggers  You can collaborate with Bloggers even in more creative & strategic ways! YazarKafe.com – a high quality blog content aggregator

Other blogs as a PR tool: Challenges
How to reach & engage to bloggers?
Traditional PR firms may not work well
Pick the right PR agency & ask it to give special treatment to bloggers
Acknowledge them & get an ongoing relationship: Talk, invite, offer goodies…
No control over content

Other blogs as a PR tool: Challenges
What are the decent blogs out there that will interest my brand audience?
Oops! In developing countries, there is more garbage content, less quality blogs & variety.
Can I scale my message using blog media and reach lots of people?
 Good intermediaries & tools are needed to use Blogs as an effective PR tool!

Other Blogs: Need for intermediaries between Brands & Blogs 10K members : Established relationship with quality bloggers. 2011: Start leveraging this position to create a win-win-win situation between us, advertisers and bloggers.

W orking with web-savvy PR agencies , designing s mart campaigns with the help of digital agencies, investing into realtionships & collaborations with bloggers are good tactics. Intermediaries between blogs & brands are needed.
Other Blogs: How to use as an effective PR tool

Webit Expo 2010
Thank You . You can follow me: web: ideoInternet.com twitter: @onurkabadayi Onur Kabadayi Product Manager, Interactive Services

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Blogging & Branding

by Onur Kabadayı on Nov 09, 2010

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