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Understanding  Blog Conversation  and Interaction Presented by Ben Fisher,  CEO of TechPad Agency
The success of any business in today’s marketplace depends upon the ability to: Employ strategic and effective methods of gaining consumer interest Maintain, engage and grow consumer interest Develop, manage and maintain customer trust
Do Your Research D etermine E valuate  C reate I dentify D evelop  E ffectiveness
PN3 System The PN3™ System  *Created to label social media discussions in blogs and forums over a 15 day period, the PN3™ System is used to determine how to categorize information on 4 levels:  P ositive Buzz  N egative Buzz  N eutral Buzz  N o Buzz
Case study Video Game Goal: Assist in launch of Demo and Price Drop 1. Analyzed Data from 15 Day Period 2. Discovered Need for Drop and who was influencing 3. Interacted with Discussions 4. End Result-   1. 20% Increase in Unit Sales  2. Discovered New Marketing/PR Outlets
Blog Interaction Controversial, Yes, Necessary, Yes  Must Be Ethical – Yes Only interaction with products or services that YOU  are knowledgeable about  We never use our services to promote non-productive, negative campaigning  Always be truthful, never negative, be yourself
Sample Interaction A posting mentioned an anticipated price drop, but didn’t know when/where to find it. Another thread mentioned a preview of the product. TechPad posted information about the product price  drop, with a link to a product demonstration Consumer posted a “thank you” response for the information
Thank you and Happy Interacting Please feel free to Blog about this presentation  and Link to  www.TechPadAgency.com Shameless Plug –  www.iNetMania.com   Email:  [email_address]

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  • 1. Understanding Blog Conversation and Interaction Presented by Ben Fisher, CEO of TechPad Agency
  • 2. The success of any business in today’s marketplace depends upon the ability to: Employ strategic and effective methods of gaining consumer interest Maintain, engage and grow consumer interest Develop, manage and maintain customer trust
  • 3. Do Your Research D etermine E valuate C reate I dentify D evelop E ffectiveness
  • 4. PN3 System The PN3™ System *Created to label social media discussions in blogs and forums over a 15 day period, the PN3™ System is used to determine how to categorize information on 4 levels: P ositive Buzz N egative Buzz N eutral Buzz N o Buzz
  • 5. Case study Video Game Goal: Assist in launch of Demo and Price Drop 1. Analyzed Data from 15 Day Period 2. Discovered Need for Drop and who was influencing 3. Interacted with Discussions 4. End Result- 1. 20% Increase in Unit Sales 2. Discovered New Marketing/PR Outlets
  • 6. Blog Interaction Controversial, Yes, Necessary, Yes Must Be Ethical – Yes Only interaction with products or services that YOU are knowledgeable about We never use our services to promote non-productive, negative campaigning Always be truthful, never negative, be yourself
  • 7. Sample Interaction A posting mentioned an anticipated price drop, but didn’t know when/where to find it. Another thread mentioned a preview of the product. TechPad posted information about the product price drop, with a link to a product demonstration Consumer posted a “thank you” response for the information
  • 8. Thank you and Happy Interacting Please feel free to Blog about this presentation and Link to www.TechPadAgency.com Shameless Plug – www.iNetMania.com Email: [email_address]

Editor's Notes

  1. Introduce self, thank moderator ( Mark Jackson) and other Todd Parsons and Louise Rijik. Being in the video game and web hosting industry, We have seen some huge impact in the blgosphere, Everyone needs a web host, and how many here have played video games? I am here to talk with you about how we have discovered how to do in depth research on the influencers in the blogosphere and just as importantly how to interact with those discussions and influencers in a positive way. Overall goal being to increase sales and reputation while remaining ethical. Questions for Audience: How many? Have a website? Have a Product or Service they sell online? Blog? Communicate with your customers regularly? Communicate with people who are not your customers and are influencers?
  2. These are just a few reasons to research and interact with online discussions, here are a few more: There is News happening about you, industry trends occur, crisis happen, new client opportunities abound ( but usually go unanswered) We are all busy people, running our business, employees, we cannot see everything What you should be actively researching: your products or services, competitors, press, reviews
  3. -Determine product buzz — before, during and post-launch - Evaluate the effectiveness of marketing/promotion programs -Develop key issues to generate and influence buzz and sentiment -Identify, document and handle customer satisfaction issues -Create communication feedback systems for suggestions, comments, ideas -Effectiveness – Continually monitor the effectiveness and change accordingly
  4. PN3 System Methodology PR representatives manually read through active conversations and reviews Pertinent postings are gathered in data collection All relevant information is documented according to the PN3 Ranking for each discussion Data collected is monitored weekly, and benchmarked to determine the impact of new postings as added
  5. Over 60% of the data collected, included posted commentary dated within a 15-30 day period. One example of how TechPad was able to assist future sales for the company, involved notifying consumers about a product price drop, so that they could subsequently purchase it. By monitoring the issue and similar postings, TechPad was able to respond as necessary with the most current information. Very simple interaction, but highly effective, unit sales jumped by 20% after this initial blog post, also 100 high influence sites linked into this single post driving significant traffic
  6. A lot of what consumers post online is often based upon an isolated experience that did not result positively for them, and can contain misinformation. History has shown that one bad review or comment, can affect the decisions of a multitude of consumers. Ultimately, this can negatively impact future sales and the economic growth of a company. Use Interaction for Several sales management efforts can be accomplished: 1. Products, services, events and ideas can be promoted effectively; 2. Consumer’s needs can be addressed and handled; 3. Negative comments may be countered, to balance information so that the possibility of further negative feedback is lessened and managed effectively; and 4. The documented data can be instructive for future product development, public relations and sales management planning efforts.