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Marketing in Social Media Marketing via Blogs Created by Jan Ahrens [email_address]

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Definition <ul><li>Blog – a written account on the Internet usually about a specific topic or interest area </li></ul><ul><ul><li>It is a type of website that is templated with a fixed frame and a variable interior </li></ul></ul><ul><ul><li>Most recent updates are put at the top of each page </li></ul></ul><ul><ul><li>Blogs may allow or not allow readers to write comments </li></ul></ul><ul><ul><li>A blog is the abbreviation for the term “we b log ”. </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Examples <ul><li>Top 10 Blogs </li></ul><ul><li>News – Political / General </li></ul><ul><li>#1 - Huffington Post </li></ul><ul><li>#8 - Daily Beast </li></ul><ul><li>News - Entertainment: </li></ul><ul><li>#5 – Gawker </li></ul><ul><li>#7 – TMZ </li></ul><ul><li>News - Technical: </li></ul><ul><li>#2 – TechCrunch </li></ul><ul><li>#3 – Mashable </li></ul><ul><li>#4 – Gizmodo </li></ul><ul><li>#6 – Engadget </li></ul><ul><li>#10 – ReadWriteWeb </li></ul><ul><li>News – Strange!: </li></ul><ul><li>#9 – BoingBoing </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Terminology <ul><li>Archive – the saved history of each blog entry </li></ul><ul><li>Blog Swarm – when many blogs pick up a theme or pursue a story </li></ul><ul><li>Blog Aggregator – a blog that lists other blogs and provides links to them </li></ul><ul><li>Blogosphere – the virtual blog community </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Terminology <ul><li>Blogger – a person who writes or creates a blog </li></ul><ul><li>Blogroll – listing of author’s favorite blogs on the index page </li></ul><ul><li>Byline – giving credit to name of person who posted </li></ul><ul><li>Dooce – getting fired for what you wrote on a blog </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Terminology cont’d <ul><li>Entry – a single post to a blog </li></ul><ul><li>Escribitionist – term for blogging about yourself </li></ul><ul><li>Entry Title or Title – the headline of the blog entry </li></ul><ul><li>Ghost – someone who writes for a blogger under her/his name </li></ul><ul><li>Index Page – same as home page </li></ul><ul><li>OP – Original Poster – the person who begins a thread </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Terminology cont’d <ul><li>Permalink – a permanent link (URL) to that </li></ul><ul><li>blog entry. You can bookmark this, it won’t change </li></ul><ul><li>Tags / Tagged – “key words” for blogs </li></ul><ul><li>Thread – a discussion around one topic </li></ul><ul><li>Trackback – links to your posting on other sites </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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History <ul><li>1997 Web log </li></ul><ul><li>Jorn Barger – coined term logging the web, thus weblog </li></ul><ul><li>Early blog software: Pitas, Blogger, Groksoup </li></ul><ul><li>~ 400 Million blogs in the US (numbers vary greatly depending on source) </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: “Why did cavemen paint on the walls? I don’t care. But I do care why bloggers blog.” -- Hugh Hewitt

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Blog Statistics in Fortune 100 Global Companies

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Blog Statistics in Fortune 100 Global Companies

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Blog Statistics in Fortune 100 Global Companies

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Variations of Written Blogs by Type of Media <ul><li>Blogs by Media Variation </li></ul><ul><li>Videoblogs vlogs </li></ul><ul><li>MP3 blogs </li></ul><ul><li>Podcasting </li></ul><ul><li>Topical Blogs </li></ul><ul><li>Blogs by Type </li></ul><ul><li>Artblogs </li></ul><ul><li>Photoblogs </li></ul><ul><li>Poliblogs </li></ul><ul><li>Warblogs </li></ul><ul><li>And more! </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Category of Blogs <ul><li>Personal </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><li>Corporate </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: “Blogs are good for companies that are good and bad for companies that are bad.” -- Jason Calacanis

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Blog Strategies <ul><ul><li>Build Database </li></ul></ul><ul><ul><li>Communicate (e.g. new products or policy, avert crisis, address public issue) </li></ul></ul><ul><ul><li>Monitor (e.g. track what stakeholders are saying) </li></ul></ul><ul><ul><li>Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media) </li></ul></ul><ul><ul><ul><li>Targeted and untargeted ad examples at FaveCrafts </li></ul></ul></ul><ul><ul><ul><li>Sponsorship and rich media example at BusinessInsider </li></ul></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Corporate Blog Types <ul><li>CEO Blog </li></ul><ul><li>Executive Blog </li></ul><ul><li>Group Blog </li></ul><ul><ul><li>Select group of employees contribute </li></ul></ul><ul><ul><li>High level of internal coordination </li></ul></ul><ul><li>Company Blog Platform </li></ul><ul><ul><ul><li>Employees maintain own site about company-related matters </li></ul></ul></ul><ul><ul><ul><li>Usually company provides a set of guidelines </li></ul></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Blog Tactics <ul><li>Write on other blogs and link to your blog </li></ul><ul><li>Create blog-worthy events </li></ul><ul><li>When positive news, make it more viral </li></ul><ul><li>When negative news, react immediately </li></ul><ul><li>Apply marketing basics – target audience is the first consideration, plus others </li></ul><ul><li>Link to other blogs and sites </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Blog Tactics <ul><li>Blog voice should be honest and passionate </li></ul><ul><li>Narrow topic </li></ul><ul><li>Post often </li></ul><ul><li>Praise others </li></ul><ul><li>Keep it short </li></ul><ul><li>Be basically polite </li></ul><ul><li>Use good grammar </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Marketer’s Role <ul><li>Personal or Small Business </li></ul><ul><ul><li>Create and maintain own blog </li></ul></ul><ul><ul><li>Engage in other blogs; reference others back to your blog </li></ul></ul><ul><li>Corporate </li></ul><ul><ul><li>Create and maintain corporate blog </li></ul></ul><ul><ul><li>Make decisions on corporate blog content, allowing comments, monitoring </li></ul></ul><ul><ul><li>Engaging in other blogs </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Technology <ul><li>Blog Software </li></ul><ul><li>Blog Search Engines </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com Compare search results from regular search engine with a blog search engine

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Create a name for your blog </li></ul><ul><ul><li>Use branding best practices </li></ul></ul><ul><li>Customize your URL </li></ul><ul><ul><li>Mapped to company domain (www.yourcompany.com/yourblog) </li></ul></ul><ul><ul><li>Custom domain (www.yourblog.com) </li></ul></ul>

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Also called blogware </li></ul><ul><li>Determine what software you want to use </li></ul><ul><ul><li>Server or client side </li></ul></ul><ul><ul><li>Free or paid </li></ul></ul>

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Look and feel of the blog </li></ul><ul><ul><li>Colors </li></ul></ul><ul><ul><li>Designs </li></ul></ul><ul><ul><li>Fonts </li></ul></ul><ul><ul><li>Photos and graphics </li></ul></ul>

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Test blog privately </li></ul><ul><li>Post a few times </li></ul><ul><li>Have friends review </li></ul>

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How to Create a Blog <ul><li>Name </li></ul><ul><li>Software </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul><ul><li>Functionality </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Features: </li></ul><ul><li>Comments feature & options </li></ul><ul><ul><li>No guest comments </li></ul></ul><ul><li>Trackbacks </li></ul><ul><li>RSS functionality </li></ul><ul><li>Add social meda tags </li></ul><ul><li>Schedule Posts </li></ul><ul><li>Photos </li></ul><ul><li>Lists </li></ul><ul><li>Profile </li></ul>

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Categories of Media

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Anatomy of a Blog <ul><li>Entry Title </li></ul><ul><li>Date of Entry </li></ul><ul><li>Permalink </li></ul><ul><li>Syndicate this site / RSS </li></ul><ul><li>Archives </li></ul><ul><li>Calendar </li></ul><ul><li>Time Stamp </li></ul><ul><li>Blogrolls </li></ul>Check out these GGU Blogs Created by Jan Ahrens jbahrens2002@yahoo.com http://webdesign.about.com/cs/weblogs/a/aa063003a.htm

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More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com

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How to Measure Blog Marketing <ul><li>Communicate: </li></ul><ul><ul><li># Readers </li></ul></ul><ul><ul><li># Comments / Engagement </li></ul></ul><ul><li>Monitor : </li></ul><ul><ul><li>Text mining and trend analysis </li></ul></ul><ul><ul><li>Tone analysis </li></ul></ul><ul><li>Advertising : </li></ul><ul><ul><li>CTRs and other common measures </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Advantages & Disadvantages of Marketing via Blogs <ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Ethical & Legal Considerations <ul><li>Transparency – don’t write under a different name or as someone else </li></ul><ul><li>Privacy – write only about what is yours or you have been given permission to </li></ul><ul><li>Disclosure – note any conflicts of interest </li></ul><ul><li>Truthfulness </li></ul><ul><li>Credit – cite others when appropriate </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Ethical & Legal Considerations <ul><li>FTC Rules for Social Media! </li></ul><ul><li>Effective 12/1/2009 </li></ul><ul><li>Protect consumers When endorsing a product, you must: </li></ul><ul><ul><li>Disclose when you are being compensated </li></ul></ul><ul><ul><li>Be truthful in your statements, and make sure they can be substantiated </li></ul></ul><ul><ul><li>Speak from actual experience </li></ul></ul><ul><ul><li>Fine: $11,000 </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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The Blog Role In Marketing? <ul><li>… Public Relations? </li></ul><ul><li>… Direct Marketing? </li></ul><ul><li>… Advertising? </li></ul><ul><li>… Personal Selling? </li></ul><ul><li>… Sponsorships? </li></ul><ul><li>… Branding? </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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Blog Awards

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Examples of Blogs - Exercise <ul><li>Identify model: </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><ul><li>Corporation and what type </li></ul></ul><ul><li>Identify strategy: </li></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Monitor </li></ul></ul><ul><ul><li>Advertise </li></ul></ul><ul><li>Identify tactics </li></ul><ul><li>International Blog Examples? Compare and contrast </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com

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References and Additional Reading <ul><li>Burstein, Dan (2005) blog!. New York, NJ: CDS Books </li></ul><ul><li>Demopoulos, Ted (2006). What no one ever tells you about blogging and podcasting [electronic resource] : real-life advice from 101 people who successfully leverage the power of the blogosphere. Chicago : Kaplan Pub </li></ul><ul><li>Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books </li></ul><ul><li>Hewitt, Hugh (2005) Blog . Nashville, TN: Nelson Books </li></ul><ul><li>Hill, Brad (2006) Blogging for Dummies. Indianapolis, IN: Wiley Publishing </li></ul><ul><li>Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc </li></ul><ul><li>Wright, Jeremy (2006). Blog marketing [electronic resource] : the revolutionary new way to increase sales, build your brand, and get exceptional results. New York : McGraw-Hill, c2006 </li></ul><ul><li>Technorati’s State of the Blogosphere Report, http://technorati.com/blogging/state-of-the-blogosphere/ </li></ul><ul><li>Top 50 Marketing Blogs http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm </li></ul><ul><li>Glossary Sources: Samizdata.net Blogware.com Blogzilla </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com