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Marketing Beyond The Blog Buzz
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Transcript of Marketing Beyond The Blog Buzz
© Bloomberg Marketing 2005
Marketing Beyond
The Blog Buzz
September 8, 2005
© Bloomberg Marketing 2005
Our Game Plan
What is a blog?
Marketing Applications
RSS
Monitoring the
Blogosphere
Journalists & Blogs
Challenges
How to Begin
Key Take Aways
blog
website
© Bloomberg Marketing 2005
“People can say I’m a classical violinist if they
want to, but I’ve always viewed myself as a
musician who plays music and not just a
certain part of it.” Kennedy, Classic Violinist
After All Is Said And Done…It’s Still Marketing
© Bloomberg Marketing 2005
What is a blog?
© Bloomberg Marketing 2005
What is a blog?
A weblog is kind of a continual tour, with a
human guide who you get to know.
There are many guides to choose from,
each develops an audience, and there's
also camaraderie and politics between
the people who run weblogs, they point
to each other, in all kinds of structures,
graphs, loops, etc.
Heard it from: Dave Winer
http://newhome.weblogs.com/historyOfWeblogs
->[Courtesy Link]
© Bloomberg Marketing 2005
The Essence of Blogging
1. People Talking To People
2. People Listening To People
3. People Interacting With People
Within the environment of a website
© Bloomberg Marketing 2005
Blog Activities
Blogger Reader
Author Blogs
• Information
• Entertain
• Community
• Ego Read Blogs
• Inform
• Entertain
• Community
Monitor Blogs
• Company buzz
• Customer sat issues
• Trends
• Influencers
Promote via
Blogs
• Ads
• Bloggers
•Comment
• Trackback
• Request
• Journalists sources
© Bloomberg Marketing 2005
Building Corner Store Relationships
People like to do business with people they like.
“People-based relationships and performance will continue to be
the most important formula for success.” Lorraine Tribe, Quest Personnel
Markets are Conversations Cluetrain Manifesto
Markets Are People
© Bloomberg Marketing 2005
Anatomy of a Blog
Post
Video
Delivery Options
Value-add
Blog Title
Title Tag
© Bloomberg Marketing 2005
Anatomy of a Blog
BlogRoll
Archive Category Unique URL Links From Other Blogs
Post
© Bloomberg Marketing 2005
Anatomy of a Blog
Original
Post
Trackback
On Blog
Comment
on Blog
© Bloomberg Marketing 2005
Blog Posting Interface
© Bloomberg Marketing 2005
A Website - even the best websites are
usually static information that is difficult to
update and with no ability to generate p2p
(person-to-person interaction)
conversations.
How Does A Blog Differ …
© Bloomberg Marketing 2005
A Chat Room: A blog maintains a conversation history,
unlike most chat rooms.
A Listserv: A blog does not require email distribution,
unlike most listserves.
A Bulletin Board: A blog is easy to read, unlike most
bulletin boards.
How Does a Blog Differ from …
© Bloomberg Marketing 2005
Blog Best Practices
1. Title and title tag Descriptive
Optimized for organic search
2. Posts in reversed chronological order
3. Blog writing style - conversational
4. About Me page – credibility
5. Social networking/community building Comments
Trackbacks
Linking strategy
6. Blogroll
© Bloomberg Marketing 2005
Blog Best Practices
7. Blog Mantra
Honest | Passion | Transparency | Authentic
© Bloomberg Marketing 2005
Growth of the Blogosphere
PubSub Total sources
15,690,065 <9/4/05>
12,886,771 <7/13/05<
Active sources
9,909,665 <9/4/05>
7,634,306 <7/13/05>
1,905 <8/12/05>
1,857 <7/13/05>
new items per minute (average
over the past two hours) *9-4 Labor Day Weekend
© Bloomberg Marketing 2005
Major Corporations
Are Already Blogging
© Bloomberg Marketing 2005
Marketing Applications
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
© Bloomberg Marketing 2005
Crisis Management
Winber Medical Center: Stopping rumors
© Bloomberg Marketing 2005
Customer Relationships
Non profit - community of bloggers B2C - customer bloggers
© Bloomberg Marketing 2005
Search Engine Optimization
If there is a silver bullet …
© Bloomberg Marketing 2005
Building Community & Influencers
74 people say happy birthday Business bloggers help cause
© Bloomberg Marketing 2005
Informal Marketing Research
Intuit Quick Books
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Thought Leadership
Research - multiple author Consulting –multiple author
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Recruitment Strategy
American University –
Perspective Students Page
© Bloomberg Marketing 2005
Displaying Information
Photo Blog Blog As A Portal
© Bloomberg Marketing 2005
Non Corporate Blogs
Network of Blogs Sponsored Blog
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Short-term Campaigns
© Bloomberg Marketing 2005
Business & Marketing Blogs: Can A Small Business Own A Niche?
<http://qualityservicemarketing.blogs.com/quality_service_marketing/>
Company: Quality Service Marketing
Industry: Services Marketing/Consulting
Goals: Website presence,
position Sybil Stershic as a
thought leader, interest publisher
Sybil’s Lessons Learned
Outline topics
Write ahead
Read blogs
Market within your network
Jump in and go!
© Bloomberg Marketing 2005
Business & Marketing Blogs: Can a manufacturing company leverage
the goodwill of an internal celebrity?
Company Indium
Industry: Manufacturing
Goal: Reinforce industry
thought leadership,
customer loyalty
*Build on following of company
& industry leader
<http://www.indium.com/drlasky/>
© Bloomberg Marketing 2005
<http://www.stonyfield.com>
Company: Stonyfield Farms
Industry: Consumer Dairy
Goal: Personalize relationship with
customers, differentiate the brand
Business & Marketing Blogs: Would Growth Cause Loss of Customer Relationships?
© Bloomberg Marketing 2005
RSS – Real Simple Syndication
“Information overload and user need for control will
drive consumer RSS adoption” - Charlene Li, Forrester Research
A little peep, signal or peep that
comes from a blog or site telling
your computer that it has been up
dated. Seth Godin
Continuous search
XML format
Pull strategy – customer is in control
Allows consumption of huge amounts
of information
No spam or opt in/ opt out issues
5% of internet users use RSS feeds
© Bloomberg Marketing 2005
GM FastLane Blog
© Bloomberg Marketing 2005
Aggregator/News reader
Header/Post Reviews
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My Yahoo
© Bloomberg Marketing 2005
RSS – Real Simple Syndication
RSS Website Uses
Media releases
New product
updates
Newsletters
© Bloomberg Marketing 2005
Monitoring Blogs
Influencer Relationship Management
The most priceless commodity
in times of crisis is trustworthy information. Forbes
© Bloomberg Marketing 2005
Monitoring Blogs Influencer Relationship Management
Where would you prefer a controversial
conversation about your brand occurs?
© Bloomberg Marketing 2005
Monitoring Blogs Influencer Relationship Management
© Bloomberg Marketing 2005
Journalists Tapping Blogs
11th Annual Euro RSCG Magnet Survey of the Media, done
in partnership with Columbia University
51% of journalists use blogs regularly
28% rely on blogs for day-to-day reporting
Blogs used for:
reporting
research
story ideas
finding sources
uncovering breaking news
Source: http://www.magnet.com/index.php?s=_thought
© Bloomberg Marketing 2005
Blog Marketing Challenges
Time & Resources
Blog strategy
Corporate guidelines
Corporate liability
Negative comments
Comment spam
© Bloomberg Marketing 2005
On The Horizon
In Feeds On Blogs Blog Ads
Podcasting & Vblogging
© Bloomberg Marketing 2005
Blog Ready?
First Question: Will the company culture support a
blog strategy?
Second Question: Will blogs help solve or support a
business challenge or marketing strategy?
© Bloomberg Marketing 2005
Developed by Pheedo.com
Blog Implementation
Model
© Bloomberg Marketing 2005
Ready Set Go … Blog!
Whisper Strategy
Subscribe to a news reader
Read and subscribe to blogs
Monitor the blogosphere
Join the conversation
>Free blog software for PR pros complements of Robert
French, professor Auburn University
http://www.prblogs.org/
© Bloomberg Marketing 2005
Tracking Metrics
Blog Specific *May be measured by unique or total posts
Search rankings
Visitor hits
Page views
Trackbacks
In bound links
Comments
Conversions
Newsletters subscriptions
Sales
Leads
White paper/other down loads
© Bloomberg Marketing 2005
Tracking Metrics
Buzz Podcasts, vlogs and other interview
Blog mentions, comments, links, trackbacks
Media mentions/quotes
Intangibles Customers’ emotional involvement with the bran
Increase in brand loyalty
Provide customers with the opportunity to talk with people within a company and ensure that customers are heard, responded to and respected by those people who are assuming the role of the public “voice” of their company
© Bloomberg Marketing 2005
10 Key Take Aways
1. People talking to people – no corporate talk
2. Easy to maintain, update & publish website
3. Blog elements encourage real-time interaction,
creates and maintains relationships
4. Focused on a topic, industry, niche or
personality
© Bloomberg Marketing 2005
10 Key Take Aways
5. Establishes the author as a subject matter expert
6. Provides readers with renewing sources of credible,
trustworthy information, insights and commentary
7. Blog writing is different from other customer
communication forms – relevant, informal
conversation
8. RSS allows content to be pulled by readers
© Bloomberg Marketing 2005
10 Key Take Aways
9. Blogs must be integrated into your marketing strategy to be effective: goals, objectives
10. Blogs promotion includes traditional/internet and blog-specific (social networking: linking, comments, trackbacks; organic search optimization)
Bonus: If you do nothing else –
read blogs & monitor the blogosphere!
© Bloomberg Marketing 2005
What Are Blogs?
1. People Talking To People
2. People Listening To People
3. People Interacting With People
… and much more!
© Bloomberg Marketing 2005
//Blogs//:
Toby Bloomberg
Bloomberg Marketing
www.divamarketingblog.com
Marketing & Blog Strategies For Business