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Blog and Social Media Marketing as a Business

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Overview of blog and social media marketing opportunities was presented through a webinar by Janette Toral last May 12, 2011. It was also meant to serve as an overview of the Ateneo-DigitalFilipino Blog and Social Media Entrepreneur Program (http://digientrepreneur.com) where module 2 will start this June 2, 2011.

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Blog and Social Media Marketing as a Business

  1. 1. Blog  &  Social  Media  Marke0ng     as  a  Business   Jane5e  Toral   h5p://digientrepreneur.com  
  2. 2. h5p://www.blog4reviews.com  
  3. 3. h5p://www.adinteres0ng.com   h5p://www.homebasedelite.com  
  4. 4. h5p://www.digientrepreneur.com  
  5. 5. Internet  Search  emerges  as  the  top   online  ac0vity.   Ac#vi#es  showing  significant  increase  at  95%  confidence  levels   Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines     Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  6. 6. h5p://selnd.com/9nEOR3  
  7. 7. h5p://bit.ly/9DLFnc  
  8. 8. h5p://bit.ly/a23Zsh  September  2010  
  9. 9. April  2011  
  10. 10. Social  influencers  •  People  who  have  influence  on  their  peers   heavily  influenced  by  the  quality  and  volume   of  content  they  share  online  to  their  peers.   –  Referent  influencers     –  Expert  influencers     –  Posi0onal  influencers  (peers)   Source:  Social  Media  Marke0ng  for  Dummies   (Shiv  Singh)  
  11. 11. Tap  bloggers  •  Buzz   –  Reviews   –  Event  par0cipa0on  •  Feedback   –  Focus  groups  •  Insight  
  12. 12. Why  blogs?  •  First  voice  •  Passion  rather  than  a  profession  •  Trust  •  Ini0ators  •  Community  influence  •  Pass-­‐on  effect  (word-­‐of-­‐mouth  or  viral)  •  Self-­‐policing  
  13. 13. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.    Real  Leaf  Green  Tea  won  the  blog  category  in  DigitalFilipino  Social  Networking  Awards  2010  
  14. 14. Key  Learnings  •  Incen0vized  consumer  engagement  with  the  blogger  community  around  a   strong  concept  can  drive  rich  RESPONSE  and  online  brand  presence.    Big  Idea   Medium      “What’s  in  it  for  me?”      Real  Leaf  Paparazzi   Key  Blogs  &   iPod  Nanos,  cash  &  products    Blog  Networks     = 150+  product-­‐related  photos   400+  blog  posts   40+  related  search  results  
  15. 15. 1st  place:  Mommy  Talks  by  Precious  Bahin0ng  h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  
  16. 16. Search  Results  for:  “Real  Leaf”   Google  Top  10  results  Before:  1  video,  1  employee  post   Aher:  8  on  the  Top  10    search  results  
  17. 17. Key  Metrics  Dashboard   KPI Target Achieved % of TargetBlog Posts 20 400+ +2,000%Search Engine Results 10 40+ +390%Search Engine Results 17 in Top 20(Images)
  18. 18. BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTISTMTV  Emerge  won  the  media  vo0ng  category  in  DigitalFilipino  Social  Networking  Awards  2010  
  19. 19. RESULTS>> over 1,000 entries in less than 2 week seed; 4,000%  ROI   >> Quantity: Over 84 posts in 3 days >> Quality: vs.  CLIENT  SPENDING   a. all linked URL b. all had branding c. call to action to vote d. Twits made use of hash e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
  20. 20. h5p://bit.ly/chitjuan  Use  social  media  to  engage,  generate  results,  proac0vely  connect.  
  21. 21. Join  adver#sing  network  that  pays  per  impression  or  click  like  Google  AdSense  
  22. 22. Blogbank.com.ph  Nuffnang.com.ph  
  23. 23. A  successful  Digital  PR  •  People  will  search  for  you.  •  People  will  write  about  you.  •  People  will  share  you.  
  24. 24. Measuring  effec0veness  •  Sales  conversion   –  Click  tracking   –  Coupons    •  Visits  •  Search  engine  ranking  •  Recommenda0ons   –  Like   –  Retweet   –  Bookmarks    •  Conversa0on  generated   –  Comments  
  25. 25. Building  Tribes  •  Tell  a  story   •  Lead  a  movement   –  Who  are  you  upsemng?   –  Who  are  you  leading?   –  Challenge  the  status  quo   –  Establish  a  culture.  •  Connect  a  tribe   •  Everyone  is  important.   –  Who  are  you  connec0ng?   –  Being  a  leader  gives  you   –  Stage  1  to  5   charisma.   •  Life  sucks   •  Make  change   •  My  life  sucks   •  I’m  great   –  Commit   •  We’re  great   •  Life  is  great  
  26. 26. Book  reference:  Brains  on  Fire  
  27. 27. •   Bring  out  the  best  in  others.   •   Get  recognized.   •   Outperform.   •   Overcome  lifes  challenges.   •   Enjoy  beWer  health.   •   Be  a  top  choice  (win  lifes  popularity  contests:  job,  rela#onship,  friendship).  The  Likeability  Factor  by  Tim  Sanders  
  28. 28. We  hope  you  can  join  the  program   h5p://digientrepreneur.com   Thank  you!  

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