Webmarkerting - Blog - ITESO


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Webmarkerting - Blog - ITESO

  1. 1. Raul Hernandez Arthur<br />Webmarketing<br />Blogging<br />
  2. 2. Raul Hernandez Arthur<br />TIME<br />2006 <br />person of the year<br />
  3. 3. Raul Hernandez Arthur<br />What’s a Blog ?<br />Forums<br />BBS<br />Online Communities<br />Personal Logs<br />
  4. 4. Raul Hernandez Arthur<br />Blog<br />Title<br />Description<br />Search<br />Entries<br />Tag Cloud<br />
  5. 5. Why a Blog ?<br />Attract an Audience<br />Inform, Interact and Learn from tha audience<br />Retain your Audience<br />Energize your Audience and Motivate Action<br />Recruit help and contract employees<br />Respond to Customers<br />Raul Hernandez Arthur<br />
  6. 6. Blog Side-Effects<br />Grow Links for traffic and to improve search rankings<br />Build familiarity and trust<br />Communicate and establish your brand<br />Grow a sense of Community<br />Offer a better service<br />Initiate more sales<br />Raul Hernandez Arthur<br />
  7. 7. Raul Hernandez Arthur<br />Some Characteristics<br />Browser Based Blog Platforms<br />Easy post<br />Reverse Chronological Order<br />One-Click Editing features<br />Permalinks<br />Blogrolls<br />TrackBacks<br />
  8. 8. Raul Hernandez Arthur<br />Top 5 Mashable Reader Blogging PlatformsPlatforms<br />5. Livejournal<br />4. Tumblr<br />3. Posterous<br />2. Blogger<br />1. Wordpress<br />
  9. 9. Raul Hernandez Arthur<br />Blog Types<br />Personal Blogs<br />Topic Blogs<br />CEO Blog<br />Executive Blog<br />Group Blog<br />Company Platform<br />Advocacy Blog<br />Promotional Blog<br />Sponsored Blogs<br />Media Blogs<br />http://www.slideshare.net/rohitbhargava/the-25-basic-styles-of-blogging-and-when-to-use-each-one<br />
  10. 10. Raul Hernandez Arthur<br />Top CEO Blogs<br />Jonathan Schwartz (President & CEO, Sun Microsystems)<br />Craig Newmark (CEO, Craig’s List)<br />Mark Cuban (Owner, Dallas Mavericks)<br />Ross Mayfield (CEO, Socialtext)<br />Matt Blumberg (CEO, Return Path)<br />Alan Meckler (CEO, Jupiter Media)<br />Kevin Lynch (Chief Software Architect, Adobe)<br />Robin Hopper (CEO, Founder – iUpload)<br />Jason Calacanis (CEO, Weblogs)<br />John Dragoon (CMO, Novell)<br />
  11. 11. The Social Media Marketing BlogA Year @Ford<br />Raul Hernandez Arthur<br />The early results were impressive: SMPR material used in over 5,000 posts and articles, Flickr photos viewed over 120,000 times, and over 500 subscribers on the YouTube channel with over 1.2 million views of 140 videos.Read more: http://www.scottmonty.com/2009/07/year-at-ford-part-1.html#ixzz0wMfLT9OI<br />
  12. 12. Raul Hernandez Arthur<br />Advocacy Blogs<br />RaceWire: RaceWire follows stories about race in economics, politics<br />The Race Equity Project: This blog focuses civil rights and race issues <br />culture kitchen: This smart blog mostly follows race and politics, <br />Afro-Netizen: This blog follows news stories and pop culture on African Americans <br />Racialicious: representation of race in pop culture <br />Can’t Stop Won’t Stop: This blog uncovers civil liberties <br />The Angry Black Woman: about “politics, race, gender, sexuality” and “anger,” <br />The Field Negro: considers all types of racial issues in politics, <br />Race Blog: “Religion, Race and Discrimination” and “Drive-By Racists.”<br />Latino Politics Blog: Texas and California politics, abortion, education and more<br />
  13. 13. Blogs Vs….<br />Websites:<br />Static Pages of information or sales letters<br />Newsletter:<br />Information sent to inbox to drive action<br />Forum:<br />Conversation and interaction<br />Blogs combine all the above !!!!<br />Raul Hernandez Arthur<br />
  14. 14. Raul Hernandez Arthur<br />Is Blogging Right for you?<br />Is it a no-brainer ¡?<br />Do you want to do it ? <br />Do you have a topic in mind ?<br />Are you passionate about the topic ?<br />Are you knowledgeable about the topic ?<br />Do You communicate well ?<br />Do you have a thick skin ? <br />
  15. 15. What is your edge ?<br />Raul Hernandez Arthur<br />
  16. 16. What to talk about?<br />Raul Hernandez Arthur<br />
  17. 17. Raul Hernandez Arthur<br />Is blogging only for writers ?<br />LISTEN !<br />Technorati<br />http://technorati.com/<br />Google<br />http://blogsearch.google.com/<br />BlogPulse<br />http://www.blogpulse.com/<br />
  18. 18. Raul Hernandez Arthur<br />Is blogging only for writers ?<br />Engage<br />Comment<br />Link too<br />Link from<br />Answer<br />
  19. 19. Raul Hernandez Arthur<br />Why Should I care ?<br />Website maintained by an individual: <br />Commentary<br />Thoughts<br />Ideas<br />Photos<br />Graphics<br />Audio <br />Video<br />
  20. 20. Raul Hernandez Arthur<br />Activity<br />Search your brand / product in:<br />Google<br />Blog Search<br />Blog Pulse<br />Write a small report on who’s writting about it. <br />
  21. 21. Attract, Retain, Recruit<br />Raul Hernandez Arthur<br />S<br />E<br />O<br />EMAIL<br />RSS<br />TWITTER<br />BLOG<br />REFERALS<br />FORWARDS<br />RE-TWEETS<br />
  22. 22. Drive Them HOME<br />Raul Hernandez Arthur<br />
  23. 23. Raul Hernandez Arthur<br />Write ! - Secrets to Success<br />Succint<br />Transparent<br />Responsive<br />Accepting<br />Insightful<br />Genuine<br />Humorous<br />Timely<br />
  24. 24. Raul Hernandez Arthur<br />Succinct<br />http://www.merriam-webster.com/dictionary/succinct<br />marked by compact precise expression without wasted words<br />Keep entries short ! <br />Make your point quickly<br />RSS<br />Keep Headlines declarative and clear<br />
  25. 25. Raul Hernandez Arthur<br />Transparent<br />Never try to fool or mislead people. <br />Reveal objectives and motivations<br />… it can be a long time before you (or your brand) regain credibility<br />
  26. 26. Raul Hernandez Arthur<br />Responsive<br />Blogs invite comments by their nature. <br />Acknowledge responses ! <br />Moderate dont Censor<br />
  27. 27. Raul Hernandez Arthur<br />Accepting<br />Its inevitable that you’ll hear from critics.<br />Accept their comments.<br />Its ok to ignore flamers<br />
  28. 28. Raul Hernandez Arthur<br />Insightful<br />Give People a reason to read your blog <br />Provide insight about an issue. ANY ISSUE<br />Demonstrate that you know what you are talking about <br />
  29. 29. Raul Hernandez Arthur<br />Genuine<br />Show readers that there’s a human behind the screen.<br />Use Anecdotes to illustrate a point. <br />Talk “I” instead of “we”. <br />You are a person, not a press release ! <br />
  30. 30. Raul Hernandez Arthur<br />Humorous<br />No one expects you to be a laugh riot but a funny story will always be appreciated.<br />Again… be human<br />
  31. 31. Raul Hernandez Arthur<br />Timely<br />Make your topics current and relevant. <br />Respond<br />Update<br />Generate activity ! <br />
  32. 32. Raul Hernandez Arthur<br />Write ! - Secrets to Success<br />Succint<br />Transparent<br />Responsive<br />Accepting<br />Insightful<br />Genuine<br />Humorous<br />Timely<br />
  33. 33. Who should NOT blog?<br />Be present, Be interested, Be authentic<br />Listen, Serve, Delight<br />Starting a blog, raises expectations of openness and interactivity<br />IF YOU DON’T WANT A CONVERSATION<br />DON’T START ONE ! <br />Raul Hernandez Arthur<br />
  34. 34. Stickiness<br />Harder + More Expensive to attract new visitors<br />Happy Loyal visitors are also much more valuable than a constant stream of strangers.<br />Raul Hernandez Arthur<br />
  35. 35. Raul Hernandez Arthur<br />Some Extra Tips:<br />Start Slow<br />Have an objective ! <br />Get a job? Generate Business ? Tell the world about… ? <br />Dont do it alone<br />Be creative<br />Be personal<br />Do what comes naturally<br />
  36. 36. Donts ! <br />Don’t Me-Me-Me - its not all about you !<br />Don’t Force It<br />Don’t Over-sell - Give <br />Don’t use unatural talk <br />Don’t Control<br />Don’t IGNORE the audience ! <br />Raul Hernandez Arthur<br />
  37. 37. Raul Hernandez Arthur<br />Activity<br />Structure you Webmarketing plan:<br />Marketing Objective: <br />ROI Objective:<br />Channels:<br />Inbound:<br />Where to listen?<br />What to look for ?<br />Outbound<br />Where to speak ?<br />What to say ?<br />
  38. 38. Raul Hernandez Arthur<br />Activity (optional)<br />Define platform<br />Post Often<br />Use Catchy Phrases<br />Ask questions<br />Comment on other blogs - often<br />Use multimedia<br />Structure for scanning <br />Choose a topic<br />Dont copy<br />About Page<br />Be Real<br />Travel and link<br />Decide on mission<br />Use Photo Galleries<br />Dont overload<br />Be yourself<br />Link to social profiles<br />Spend time reading<br />