Transcript Social Media / Blogs

Social Media/Blogs:
A Marketing Strategy
Infotech Applications In Marketing
March 2007
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Our Game Plan
Marketing & Social Media
Blogs As A Marketing Strategy
Ying & Yang of The
Conversation
Getting Started
Gapingvoid.com
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Marketing & Social Media
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Marketing Caught By Social Media
Like A Deer In The Headlights
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Social Media Changes How
Brands Are Perceived
community
blogs
photos
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time transfer
videos
Will Social Media Collide With Marketing?
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We want it where we want it.
We want it how we want it.
We want it when we want it.
If we don’t get it ..
We’re telling Everyone we know
and some people we don’t know too!
I
f
Marketers No Longer
Control Total Message/Image Perception
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2 guys, a Consumer Generated Media video and 2 brands
2 guys, Fritz Grobe and Stephen Voltz,
create a little video.
Posted on a video
directory site
Results:
 $35,000+ in revenue
 Over 4.1 Million Views
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Traditional Media Frenzy
2 guys, a Consumer Generated Media video and 2 brands
Mentos Loved It
Coke Not So Much
Ad budget increased from $10 mm
to approx $20 mm in name
recognition
Video Contest
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“Craziness with Mentos doesn’t fit
with the Brand personality (of Diet
Coke).” Susan McDermott, spokesperson Diet Coke
Will Marketing Integrate Social Media?
And if so how? If not .. ???
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2 guys, a Consumer Generated Media video and 2 brands
Coke Invites Fitz and Stephen To Create Promo Videos
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Blogs As A Marketing Strategy
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Social Media - The Early Days
Drinking the Kool-aid
An online journal which produces fame without wealth
for pajama-clad scribes, known as bloggers, who write
so well they don’t need editors and survive by eating
ramen noodles and Tang powder from a spoon.
Heard it from: Scrappleface blog
[Courtesy link]
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Major Corporations Blogging
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Brand Loyalty & Customer Enthusiasts
Lessons Learned: Passion creates community leads to loyalty.
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Crisis Management
Lessons Learned: Rapid Deployment Of Information
Winber Medical Center: Halts Rumors
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CEO Blogs
Lessons Learned: Tell It Your Way.
Reinforces (Industry) Leadership Position
While Showing The “Human” Element
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Recruitment Strategy
Lessons Learned: Location Location Location
American University –
Blogs In Perspective Students Page
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Informal Marketing Research
Lessons Learned: Involve your customers in product development
Intuit Quick Books
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Building Through Education & Involvement
Lessons Learned: Engage Your Customers In The Process
Photo Gallery
Set, Costumes,
Rehearsals
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Reinforce Brand To Target Segments
Lesson Learned: Understand Internal Resources
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Customer Relationship
Lessons Learn: Help people create community.
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Short-term Campaigns
Lessons Learned: A blog doesn’t have to be forever.
American Cancer Society & Yahoo!
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National Geographic Channel
Search Engine Optimization
Lessons Learned: Google Loves Blogs ..
But A Little SEO Strategy Can Help Too!
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Another Side To SEO
Lessons Learned: Competitor can out rank you.
Blog posts = positive or negative can too.
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Your Brand Is You
Lessons Learned: Self promote your talents.
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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
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Marketing Perspective
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
C-Generation – people who create and consume their own content
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Ying & Yang of The Conversation
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A Conversation With Laura
http://laurahoffmann477.blogspot.com/
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Unilever Creates A Brand Evangelist
Consumer Capital
Viral Buzz Continues
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Implementing A Blog Strategy
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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?
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First Step … Shhh
Whisper Campaign
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Subscribe to an new
aggregator/reader
Read/subscribe to blogs
Monitor the blogosphere
Join the conversation
Marketing Blog Strategy
Understand time &
resources
 Blog strategy
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Goals/Objectives
 Content focus
 Identify & train
blogger/s
 Corporate guidelines
 Comment policy
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Technical
 Blog platform, widgets

Create awareness
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It’s You Who Will Get The
Marketing Deer Out Of These Headlights!
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Happy Blogging!
Toby Bloomberg
Bloomberg Marketing
[email protected]
www.bloombergmarketing.com
www.divamarketingblog.com
770.496.1711
Marketing & Blog Strategies For Business
© Bloomberg Marketing 2007