Blogs for Marketing Sample


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Blogs for Marketing Sample

  1. 1. It’s about Marketing through Blogs conversations! Write to me at Rajesh(dot)lalwani(at) for the full presentation. October 2006 FMCC Workshop 13 October, 2006 New Delhi Presented by Rajesh Lalwani © Scenario Communication Partners 2006 1
  2. 2. We already know about corporate bigwigs blogging in the US. Correct. Many CEOs have taken to writing blogs to engage with key stakeholders. October © Scenario 2
  3. 3. Jonathan Schwartz, President, Sun Microsystems Technology, Competition October © Scenario 3
  4. 4. Bob Lutz , Vice Chairman, GM + Others GM initiatives and other asides October © Scenario 4
  5. 5. Others, like Microsoft have even used their employees’ blogs to give it a human face and soften its image. October © Scenario 5
  6. 6. Robert Scoble, The employed at Microsoft (Since quit) Agreed with critics when he believed they were right. Communicated feedback to Microsoft teams. Later led Microsoft’s blog initiative ‘Channel 9’. October © Scenario 6
  7. 7. Isn’t this corporate blogging? Yes, and can benefit an organisation in many ways, depending on the need & situation. October © Scenario 7
  8. 8. Enhanced Reputation & Stakeholder Trust • Establish thought leadership • Gauge feedback on critical, internal/ external issues/ initiatives • Impact prospective customers by imparting information and comment • Address industry issues and shape public opinion • Help reach and impact government on policy issues • Engage with prospective employees • Engage with current employees • Become a source of information for the media, industry and other stakeholders October © Scenario 8
  9. 9. What about using blogs for marketing? Many companies are already using them successfully as marketing tool for their brands. October © Scenario 9
  10. 10. But do blogs and bloggers really matter? Ask Dell (and Sony), IIPM who have found themselves caught in a blogfire. October © Scenario 10
  11. 11. Ignore it at your peril Oops! I wish I was engaged in a conversation with my customers. My relationship could have helped in damage control. October © Scenario 11
  12. 12. But even before you jump in and decide whether to set up a blog or engage in a blog outreach programme, blogs can help you to understand the pulse. October © Scenario 12
  13. 13. You are being spoken about: Are you listening? Track issues, analyse. Opportunity/ Crisis? Wouldn’t you like to participate in the conversation/s? October © Scenario 13
  14. 14. Here’s somebody who listens: Inputs come handy in identifying customer needs and help fine tune product offerings. October © Scenario 14
  15. 15. Nokia connected: Word of mouth sells When did you last buy anything because the media said so? Word of mouth sells. October © Scenario 15
  16. 16. The official N 90 blog Not all maybe positive as this one, but comments like this build user confidence and counter negative impact. October © Scenario 16
  17. 17. Using blogs for marketing isn’t necessarily about setting up a blog. You may not have one but may still use the blogosphere to your advantage. Amazon’s Affiliate Programme invites bloggers to sell its products and earn a commission. October © Scenario 17
  18. 18. Neighbor’s envy, owner’s pride Learn as you have fun. Andrew Carton, a Treo fan set up this blog. It’s hugely popular as we can see. October © Scenario 18
  19. 19. Engage, don’t sell “Vespaway celebrates the urban mobile lifestyle and includes articles, tips, tricks and links on the latest tools to help individuals get around any city more quickly, easily and enjoyably.”   October © Scenario 19
  20. 20. Who’s your evangelist? “Bullets are our babies! Not one should go wasted!!!!” October © Scenario 20
  21. 21. So, where do I begin? Hope you didn’t waste time… Listen…carefully first! October © Scenario 21
  22. 22. Jump in? Or…follow a method? Blog/Works Proprietary Methodology slides, for private circulation only. October © Scenario 22