9/13 PPT on Blog Marketing


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  • Top 100 Blogs: http://technorati.com/blogs/top100 Best Blogs of 2010: http://www.time.com/time/specials/packages/completelist/0,29569,1999770,00.html
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • MONITORING AND TEXT MINING Can review blogs and summarize what is being said about a company or topic Can rank author authority, conversation relevance, competitor analysis Other providers: Brandimensions, BrandsEye, CyberAlert, Factiva, Magpie, MotiveQuest, Nielson BuzzMetrics, Onalytica, Radian6 BLOG SEARCH ENGINES Blog search engines are different than conventional search engines which use spiders to check websites. The spiders index the information on the website. These are comprehensive but slow. Blog search engines work differently. They watch for RSS updates and when they receive one, it is immediately indexed. These are fast. Many blog search engines index social media sources only. What is the authority level of the blog? Some blog search engines offer photo or video results Features vary by blog search engine
  • Advantages: Easy to create and update Inexpensive Wide reach; niche markets Viral potential Flexible format Search engines “like” text-heavy blogs and natural search results can be very good for blogs Allows readers to engage via comments and dialogue Integrate with other media and methods Credible (?) Disadvantages: Must be vigilant about updating and adding current information; time requirement and resources Can be hard to measure effectiveness and ROI Others can blog about your company and you can do little about it Content strategy must be targeted; tone difficult to get just right
  • 9/13 PPT on Blog Marketing

    1. 1. Marketing in Social Media Marketing via Blogs Created by Jan Ahrens [email_address]
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. Blog Statistics in Fortune 100 Global Companies
    10. 10. Blog Statistics in Fortune 100 Global Companies
    11. 11. Blog Statistics in Fortune 100 Global Companies
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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>
    22. 22. 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>
    23. 23. 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>
    24. 24. 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>
    25. 25. 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>
    26. 26. Categories of Media
    27. 27. 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
    28. 28. More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com
    29. 29. 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
    30. 30. Advantages & Disadvantages of Marketing via Blogs <ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Blog Awards
    35. 35. 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
    36. 36. 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