How to Successfully Launch New Products and Services into the

BlogosphereDan Gerstenfeld

Interteam Content Services

Emerging Media Today & Tomorrow ConferenceTel Aviv - December 18, 2011

Number of blogs on the Web

179 million

Source: BlogPulse

More than 53% read blogs

Who reads blogs?

• “blog readers are action-oriented and willing to spread the word, good and bad”.

• “Readership of blogs is significantly higher among so-called ‘influencers’.”

Source: Edelman – “A Corporate Guide to the Global Blogosphere”

Why are people visiting blogs?

Source: Technorati 2011

Blogs are replacing news sites

Tools used by journalists for reporting

0% 10% 20% 30% 40% 50% 60% 70% 80%

Video

Twitter

Blogs

Facebook

Source: Middleberg /SNCR survey 2011

First, the bloggers publish…

…then the media follow

Clicks Impact Clicks impact

Not limited to technology

Power Moms

• The buying power of American mothers tops $2.1 trillion a year, and they control 85% of household income.

Source: MarketingSherpa

• Online “Power Moms” are nearly twice as likely to provide frequent advice on parenting, household products and beauty.

Source: Nielsen Online

Marketers see opportunity

Launching new product or service

Maximum exposure to targeted audience for minimal investment

• Just as R&D requires systematic strategy, the launch process should also be carefully planned.

• An effective way to create a buzz is to craft an online marketing campaign.

• For start-ups and other companies with limited resources, digital news release offers a great opportunity to spread the word.

What does it take?

• Ready to launch product• Building a successful story• Tailored messages for target audience• Optimization• Incorporating video and visuals• Distribution to leading bloggers• Social media promotion• Monitoring, analysis and road map creation

What’s your story?

• The most difficult part.• Try to think like a blogger.• Why is your product special? • What need does it meet? • Why is it interesting? • The trend is your friend (try linking it to

market developments, competing success stories, hype, etc.)

Writing • Your writing will influence your success.• You have only one opportunity to launch

-- don’t miss it.• Choose the right headline and

subheading.• Write an attractive and interesting lead.• Emphasize your product’s advantages.• Use the terms used in the industry.

Optimization - SEO

• Use relevant search terms.• Use the correct terminology.• Optimize your headline and subheading.• Build links to specific landing pages.• Check how it looks on Google News.

Optimized news release

Distribution

• Build a full distribution list.• Understand what bloggers are interested in.• Give priority to bloggers who know your

market and can write interesting and professional analyses.

• Focus on thought leaders.• Work on your marketing pitch.

Pictures and videos

• Make sure you have pictures or videos that clearly demonstrate your product or service so they can be easily incorporated into blog posts.

Like this one

This is the result

Enlist help

• Launching a product or service requires a deep understanding of Web marketing and online PR.

• If you are not sure you can do it by yourself, use marketing, SEO and content writing specialists.

• Using professionals will save you time and money, and will guarantee maximum exposure.

Leverage

• Aggregate. • Use the launch as the starting point for other

marketing activities.• Follow what is being said about you.• Build a press room.• Don’t disappear (issue more releases).• Repackage your content for other social media

activities/applications.

Blog about it

Contact Info

Dan Gerstenfeld

Interteam Content Serviceswww.interteam.co.il

dan@interteam.co.il

+972-52-3745989

Boaz BabaiARPU~UPwww.arpu-up.com

Boaz.babai@arpu-up.com

+972-54-5700157

If the headline is too long…

…this is the outcome

And how about this?