9/13 PPT on Blog Marketing

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This is the class discussion for 9/13 on Marketing via Blogs.

Transcript of 9/13 PPT on Blog Marketing

  • Marketing in Social Media Marketing via Blogs Created by Jan Ahrens [email_address]
  • Definition
    • Blog a written account on the Internet usually about a specific topic or interest area
      • It is a type of website that is templated with a fixed frame and a variable interior
      • Most recent updates are put at the top of each page
      • Blogs may allow or not allow readers to write comments
      • A blog is the abbreviation for the term we b log .
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Examples
    • Top 10 Blogs
    • News Political / General
    • #1 - Huffington Post
    • #8 - Daily Beast
    • News - Entertainment:
    • #5 Gawker
    • #7 TMZ
    • News - Technical:
    • #2 TechCrunch
    • #3 Mashable
    • #4 Gizmodo
    • #6 Engadget
    • #10 ReadWriteWeb
    • News Strange!:
    • #9 BoingBoing
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology
    • Archive the saved history of each blog entry
    • Blog Swarm when many blogs pick up a theme or pursue a story
    • Blog Aggregator a blog that lists other blogs and provides links to them
    • Blogosphere the virtual blog community
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology
    • Blogger a person who writes or creates a blog
    • Blogroll listing of authors favorite blogs on the index page
    • Byline giving credit to name of person who posted
    • Dooce getting fired for what you wrote on a blog
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology contd
    • Entry a single post to a blog
    • Escribitionist term for blogging about yourself
    • Entry Title or Title the headline of the blog entry
    • Ghost someone who writes for a blogger under her/his name
    • Index Page same as home page
    • OP Original Poster the person who begins a thread
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Terminology contd
    • Permalink a permanent link (URL) to that
    • blog entry. You can bookmark this, it wont change
    • Tags / Tagged key words for blogs
    • Thread a discussion around one topic
    • Trackback links to your posting on other sites
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • History
    • 1997 Web log
    • Jorn Barger coined term logging the web, thus weblog
    • Early blog software: Pitas, Blogger, Groksoup
    • ~ 400 Million blogs in the US (numbers vary greatly depending on source)
    Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: Why did cavemen paint on the walls? I dont care. But I do care why bloggers blog. -- Hugh Hewitt
  • Blog Statistics in Fortune 100 Global Companies
  • Blog Statistics in Fortune 100 Global Companies
  • Blog Statistics in Fortune 100 Global Companies
  • Variations of Written Blogs by Type of Media
    • Blogs by Media Variation
    • Videoblogs vlogs
    • MP3 blogs
    • Podcasting
    • Topical Blogs
    • Blogs by Type
    • Artblogs
    • Photoblogs
    • Poliblogs
    • Warblogs
    • And more!
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Category of Blogs
    • Personal
      • Individual
      • Group
    • Corporate
    Created by Jan Ahrens jbahrens2002@yahoo.com Favorite Quote: Blogs are good for companies that are good and bad for companies that are bad. -- Jason Calacanis
  • Blog Strategies
      • Build Database
      • Communicate (e.g. new products or policy, avert crisis, address public issue)
      • Monitor (e.g. track what stakeholders are saying)
      • Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media)
        • Targeted and untargeted ad examples at FaveCrafts
        • Sponsorship and rich media example at BusinessInsider
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Corporate Blog Types
    • CEO Blog
    • Executive Blog
    • Group Blog
      • Select group of employees contribute
      • High level of internal coordination
    • Company Blog Platform
        • Employees maintain own site about company-related matters
        • Usually company provides a set of guidelines
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Blog Tactics
    • Write on other blogs and link to your blog
    • Create blog-worthy events
    • When positive news, make it more viral
    • When negative news, react immediately
    • Apply marketing basics target audience is the first consideration, plus others
    • Link to other blogs and sites
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Blog Tactics
    • Blog voice should be honest and passionate
    • Narrow topic
    • Post often
    • Praise others
    • Keep it short
    • Be basically polite
    • Use good grammar
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Marketers Role
    • Personal or Small Business
      • Create and maintain own blog
      • Engage in other blogs; reference others back to your blog
    • Corporate
      • Create and maintain corporate blog
      • Make decisions on corporate blog content, allowing comments, monitoring
      • Engaging in other blogs
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • Technology
    • Blog Software
    • Blog Search Engines
    Created by Jan Ahrens jbahrens2002@yahoo.com Compare search results from regular search engine with a blog search engine
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Create a name for your blog
      • Use branding best practices
    • Customize your URL
      • Mapped to company domain (www.yourcompany.com/yourblog)
      • Custom domain (www.yourblog.com)
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Also called blogware
    • Determine what software you want to use
      • Server or client side
      • Free or paid
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by Jan Ahrens jbahrens2002@yahoo.com
    • Look and feel of the blog
      • Colors
      • Designs
      • Fonts
      • Photos and graphics
  • How to Create a Blog
    • Name
    • Software
    • Design
    • Test
    • Functionality
    Created by J