The Wonderful World of Blogging

1Welcome to the World of Blogging…

Welcome to theWorld of Blogging…


What is a Blog?An Online Journal on Steroids


1

Blog Defined

2

3

4

5


Brand History

Today1800 1860 1920 1980 1990

Brandmark – Brand Quality – Something we trust

Trademark - Brand Ownership – Something we buy

2000

Mass Market – Brand Association – Something we want

Post Mass Market – Brand Superiority – Something we prefer

Lovebrand – Brand Inspiration – Something we love

Wikibrand – Brand Interaction – Something we participate


Purpose

SofterSale

Sites with blogs generate more leads and more visitors

PersonalityDriven

InsightFocus

Conversation

Editorial

RSSDistribution

HardSale

CompanyDriven

SalesOrient

ed

RequiresVisit Static

NoConversation

Blogs Websites


A Blog is…

Macom

Marketing

Media Publishing

SocialMedia

Search Optimizatio

n

Product Support

PersonalJournal

WHATIS A

BLOG?


Media Blog Examples


Company Blog Examples


Attract Customers Blog Examples


Executive Blogs Examples


Personal Blog Examples


Why Blogging is at the Heart of Social MediaSocial Media are the various platforms enabling interactive web by engaging users to participate in, comment on & create content as a means of communicating with peers and the public


Provides one-to-one, one-to-many &

many-to-many communicatio

ns.

Involves different levels of

engagement-create,

comment or lurk

Facilitates speed and breadth of information

dissemination.

Extends online and

offline engagement.

Is device indifferent

Enables real time or

asynchronous communicatio

n

Allows interactions

to cross platforms

Blogging Social Media CharacteristicsEncompasses variety of formats.


Theory Behind Social Media

• The Law of the Few• Connectors-People who link people to others• Mavens-Information specialists• Salesmen-Persuaders

• The Stickiness Factor – Message context increases impact and memorability• The Power of Context – Human behavior is sensitive to and influence by environment.Source: The Tipping Point – Malcom Gladwell

81% consumers trust advice and information from blogs

70% of consumers learn about a company through articles


Online Engagement Indicators Include:

Number of comments

Number of Shares

Increased Subscriptio

ns

Increased “favorites”

Increased links

Endorsements and

mentions

The number of views


Tips for Engagement

1. Having Engaging

Values

2. Have Quality Content

3. Consider a Call to

Action

4. Ask Questions

5. Be Human

6. Be Responsive

7. Be Courteous

8. Don’t forget to Monitor

9. Use Pictures

10.Be Succinct

11.Have Fun

12.Have great headlines

13.Success Stories

14.How To Tips

15.Polls

16.Gaming

17.Giveaways

18.Consider Ambassadors

19.Integrate activity

20.Controversial items


Who Blogs

Average blogger spends 8-10 hours week on blog

Has 3.5 blogs

40% of respondents blog via smart phone or iPad

80% of bloggers have been blogging for 2+ years

WHOBLOGS


Who visits Blogs?• 48% of blogs have less

than 1,000 unique visitors/month

• 2% of blogs have 100,000+ unique visitors/month

• Social media drives blog traffic• 87% of bloggers

have Facebook page for blog

• 56% of bloggers use Twitter to promote posts


Problem

Reasons that companies launched a corporate blog according to CMO at US Fortune 1,000 Companies, Dec 2010

• 50% It’s the cost of doing business today• 20% To gain clients/customers• 18% To become an authority within the industry• 10% To keep clients/customers and employees up-to-date about the company• 1% To gain exposure for the company

Source: Blog2Print, “Corporate Blog Survey Results,” provided to eMarketer, Dec 14, 2010


Corporate Blogging by the numbers

2007 2008 2009 2010 2011 2012 20130%

10%

20%

30%

40%

50%

60%


Causes for Blogging

• Blogs provide owned 24/7 publishing platform. Can respond to PR crises and third party media.

• Blogs provide content regarding brand, products & company.

• Blogs provide food for social media & social sharing.

• Blogs provide information for a variety of target audiences

• Blogs provide content & linking that support search optimization


Blogging Business GoalsSource: Focus research, “Marketers’ Benchmarks 2011: A Survey of Marketers’ Priorities & Challenges, “ June 8, 2011

Acqui

re Lea

ds

Build

Bra

nd

Conve

rt Lea

ds

Bette

r Und

erst

and

Custo

mer

s/Aud

ienc

e

New

Pro

duct

Dev

elop

men

t/La

unch

Retai

n Cus

tom

ers

0%

10%

20%

30%

40%

50%

60%

B2BB2C


Who is your Blog’s Audience

1. Who is your target reader or segments?2. What information do they want from you?3. How do they participate on blogs & social media?


10 Marketing Persona Questions

1. What are their demographics?

2. What is their lifestyle?

3. What are their interests?

4. Who influences their product choices?

5. What are their personal goals?

6. What are they like emotionally?

7. What are their past behaviors?

8. What do they want from your company and

products?

9. What do they think of your competitors?

10.What information do they want related to

product decisions? Where are they when they

need it?


Maslow’s Heirarchy of Needs

Hunger; shelter; water; etc

Security, protection

Sense of belonging; love; family

Self esteem; recognition, status, respect of others

Self development & realization


What will your blog cover?

1. General news2. Product related content – news,

how-to recipes, etc.3. Customers4. Related human interest5. Internal company information6. Opinions7. Distribute other forms of content8. Other ideas?...

The Wonderful World of Blogging

Technology

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