Transcript Blogs a Marketing Tool

Blogs: A Marketing Tool
Infotech Applications In Marketing
March 2006
© Bloomberg Marketing 2005
Major Corporations
Are Blogging
© Bloomberg Marketing 2005
Thought Leadership
IBM Promotes Blogger on Home Page
© Bloomberg Marketing 2005
Crisis Management
Winber Medical Center: Stops rumors
© Bloomberg Marketing 2005
CEOs Relationship Building
© Bloomberg Marketing 2005
Recruitment Strategy
American University –
Perspective Students Page
© Bloomberg Marketing 2005
Selling & Educating
© Bloomberg Marketing 2005
Informal Marketing Research
Intuit Quick Books: Customer Feedback
© Bloomberg Marketing 2005
Customer Relationship
March of Dimes: Creates a community
© Bloomberg Marketing 2005
Short-term Campaigns
American Cancer Society & Yahoo!
© Bloomberg Marketing 2005
National Geographic Channel
Search Engine Optimization
If there is a silver bullet …
© Bloomberg Marketing 2005
Your Brand Is You
© Bloomberg Marketing 2005
Website & Blog Branding
blog
website
© Bloomberg Marketing 2005
Added Value To Target Segments
© Bloomberg Marketing 2005
Marketing Uses for Blogs
 Provide a new communication channel for
customers, prospects, stakeholders
 Increase brand awareness
 Build thought leadership
 Foster credibility
 Generate sale leads
 Obtain customer feedback e.g., new product
development
 Crisis management strategy
 Search optimization strategy
© Bloomberg Marketing 2005
Marketing Perspective
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
C-Generation – people who create and consume their own content
© Bloomberg Marketing 2005
Search Engine Optimization
If there is a silver bullet …
© Bloomberg Marketing 2005
Mini Case
© 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
Implementing A Blog Strategy
© Bloomberg Marketing 2005
Is Your Company Blog Ready?
First Question: Will your culture support a blog
strategy?
Second Question: Will blogs help solve or support a
business challenge or marketing strategy?
© Bloomberg Marketing 2005
First Step … Shhh
Whisper Campaign




© Bloomberg Marketing 2005
Subscribe to an new
aggregator/reader
Read/subscribe to blogs
Monitor the blogosphere
Join the conversation
Marketing Blog Strategy
Time & resources
 Blog strategy
 Goals/Objectives
 Identify & train
blogger/s
 Content
 Corporate guidelines
• Corporate liability
issues
 Create awareness
 Technical
 Blog platform
 Negative comment policy

© Bloomberg Marketing 2005
Happy Blogging!
Toby Bloomberg
Bloomberg Marketing
[email protected]
www.bloombergmarketing.com
www.divamarketingblog.com
770.496.1711
Marketing & Blog Strategies For Business
© Bloomberg Marketing 2005