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Blogs and social media Marketing for the 21 st  century
Case Studies
Who should’ve had a blog:
 
Dell ,[object Object]
 
Dell’s customer strikes back ,[object Object],[object Object],[object Object]
 
Dell Hell in Google ,[object Object],[object Object]
 
Dell couldn’t fight back ,[object Object]
[object Object]
Happy ending ,[object Object],[object Object]
Dell’s  new blog
Measurable results ,[object Object],[object Object]
[object Object]
Apple lost billions ,[object Object]
[object Object],“ Applegate”
“ Applegate” ,[object Object]
Target’s not on target
Target PR Nightmare ,[object Object]
Target’s unfortunate response ,[object Object]
uh oh…
= PR nightmare
[object Object],[object Object],Target PR Nightmare
Target PR Nightmare ,[object Object],[object Object]
Video takes down the big guys
Comcast couch guy ,[object Object]
Comcast couch guy ,[object Object],[object Object]
AOL – cancel my account! ,[object Object],[object Object]
AOL – cancel my account! ,[object Object],[object Object],[object Object]
Blogs and social media have a serious impact…
Why blog? Visualization of the blogosphere Because you are already there.
And you have no control
 
Today’s leading brand Source:  Millward  Brown’s  Brandz
Nature of advantage is shifting Decades and billions on marketing, branding and advertising $0 on ads The big boys: Coke, P&G Google
The corporate website is becoming irrelevant
Irrelevant Corporate Website ,[object Object]
The new corporate website ,[object Object],[object Object],[object Object],[object Object]
Outcome ,[object Object],[object Object]
What is social media?
 
Sites considered social media: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples
Common traits: ,[object Object],[object Object],[object Object]
The blogosphere is doubling in size every 6 months
Growth of the blogosphere ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ To blog or not to blog? The answer, simply enough, is to blog.  No better opportunity exists  to engage in an open dialog and exchange of ideas with customers and potential customers.” Bob Lutz, Vice Chairman, General Motors
" If you blog, you exist ." -  Shai Agassi, former Board Member, SAP
What is a blog?
Po rtmanteau of “weblog” Written in chronological order  Displayed in reverse chronological order  A verb From Wikipedia entry for “Blog” http :// en . wikipedia . org / wiki / Blog
Blog Characteristics
RSS Feeds
Trackbacks Tells other blogs you linked to them, and then an excerpt of your post appears with a link back to your blog in the comments section of their post that you linked to
Pingbacks You get a notification that other bloggers linked to your blog, and an excerpt of their post appears on your blog with a link to their blog (opposite of trackbacks)
Example of pingback
Comments
Pings ,[object Object],[object Object],[object Object]
Tags ,[object Object],[object Object],[object Object]
 
Social Bookmarks ,[object Object],[object Object]
“ It’s a new media world that really returns us to old Main Street ethics. A shopkeeper within the town builds great relationships with his/her community members. There’s an intrinsic understanding that they need the community as much if not more so than the community needs the shop. And so the shopkeeper works hard for the community, and treats it well.“ -  The Participation Ethos
Isn’t it a waste of time?
Other wastes of time: ,[object Object],[object Object],[object Object]
Benefits: General ,[object Object],[object Object],[object Object],[object Object]
 
Benefits: Reach ,[object Object],[object Object],[object Object]
Benefits: Financial ,[object Object],[object Object]
Benefits: Search Engines ,[object Object],[object Object],[object Object],[object Object]
Benefits: Thought Leadership ,[object Object],[object Object],[object Object]
Benefits: Branding ,[object Object],[object Object],[object Object],[object Object]
Benefits: PR ,[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits: Customer Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits: Lead Generation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits: Intelligence ,[object Object],[object Object],[object Object],[object Object]
When blogs came to the rescue…
[object Object],[object Object],vs .
 
[object Object],vs .
GM leader in social media ,[object Object],[object Object],[object Object],[object Object]
GM says yes to SM ,[object Object]
[object Object],[object Object],[object Object],[object Object],GM says yes to SM
It ain’t all rosy…
Problems with social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Growing pains: Ford ,[object Object],[object Object]
[object Object],Growing pains: Ford
[object Object]
How do I social?
How to social ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to social (cont) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Trends
Fatigue ,[object Object]
 
 
Fads ,[object Object]
Microblogging/Lifestreams
 
Who’s on twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ways to use twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reputation Management What happens when you google your name?
The web is the network ,[object Object],[object Object]
" To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite .  Now it's the people who are taking control ."  Rupert Murdoch, quoted in Wired, July 2006 .
About illuminea ,[object Object],[object Object],[object Object]
Thank you! www.illuminea.com [email_address] Also see us at: WordPressGarage israelplug Twitter facebook

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