9/13 ppt on blog marketing

Marketing in Social MediaMarketing via Blogs

Created by Jan Ahrens [email protected]

DefinitionDefinition 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 “web log”.

Created by Jan Ahrens [email protected] 2

ExamplesExamplesTop 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


http://www.techcrunch.com/

http://www.huffingtonpost.com/

http://gawker.com/

http://boingboing.net/

TerminologyTerminology 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


http://techmeme.com/

http://www.ggu.edu/blogs/president/entry/waiting_for_godot

TerminologyTerminology Blogger – a person who

writes or creates a blog Blogroll – listing of author’s

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


http://www.readwriteweb.com/

http://www.daniellecopeland.com/

http://www.nascarblog.org/

Terminology Terminology cont’dcont’d 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


http://www.nascarblog.org/

Terminology Terminology cont’dcont’d Permalink – a permanent link

(URL) to that blog entry. You can bookmark

this, it won’t change Tags / Tagged – “key words”

for blogs Thread – a discussion around

one topic Trackback – links to your

posting on other sites


http://mnav.com/blog

http://sethgodin.typepad.com/

HistoryHistory 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)


Favorite Quote: “Why did cavemen paint on the walls? I don’t care. But I do care why bloggers blog.”

-- Hugh Hewitt

Blog Statistics in Blog Statistics in Fortune 100 Global Fortune 100 Global CompaniesCompanies

Variations of Written BlogsVariations of Written Blogsby Type of Mediaby Type of Media

Blogs by Media Variation

Videoblogs vlogs MP3 blogs Podcasting

Topical Blogs Blogs by Type Artblogs Photoblogs Poliblogs Warblogs And more!


http://artblog.net/

Category of BlogsCategory of Blogs Personal

Individual Group

Corporate


Favorite Quote: “Blogs are good for companies that are good and bad for companies that are bad.”

-- Jason Calacanis

http://blog.quicken.intuit.com/

http://russellbailyn.com/weblog/index.html

http://www.footnoted.org/

Blog Strategies 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


http://www.favecraftsblog.com/

http://www.businessinsider.com/

http://fastlane.gmblogs.com/

Corporate Blog TypesCorporate Blog Types1. CEO Blog2. Executive Blog3. Group Blog

Select group of employees contribute High level of internal coordination

4. Company Blog Platform Employees maintain own site about

company-related matters Usually company provides a set of

guidelines


http://www.bobparsons.me/index.php

http://www.blogs.marriott.com/

http://www.communities.hp.com/online/blogs/scaglia/default.aspx

http://www.edelman.com/speak_up/blog/

http://www.blogsouthwest.com/

http://blog.chryslerllc.com/blog.do;jsessionid=453DB68272B4831D6819DF501960E9AC?p=home

http://blogs.sun.com/jonathan/entry/winds_of_change_are_blowing

http://www.microsoft.com/communities/blogs/portalhome.mspx

Blog TacticsBlog 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


http://www.bp.com/bodycopyarticle.do?categoryId=1&contentId=7052055&nicam=USCSBaselineCrisisJune&nisrc=Google&nigrp=Branded_Crisis_General&niadv=General&nipkw=b.p._blog

http://pressroom.toyota.com/pr/tms/our-point-of-view.aspx

Blog TacticsBlog Tactics Blog voice should be

honest and passionate Narrow topic Post often Praise others Keep it short Be basically polite Use good grammar


http://www.practicalecommerce.com/blogs/13-Ecommerce-Fundamentals

http://www.pvmgarage.com/2010/01/digging-into-e-commerce-website-design-overview-best-practices-and-examples/

http://blog.foodienyc.com/

http://potteryblog.com/

Marketer’s RoleMarketer’s 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


Technology Technology Blog Software Blog Search

Engines


Compare search results from regular searchengine with a blog search engine

http://www.blogsearchengine.com/

http://technorati.com/

http://blogsearch.google.com/

http://www.icerocket.com/

http://www.blogdigger.com/index.html

http://wordpress.org/

http://www.typepad.com/

https://www.blogger.com/

How to Create a BlogHow to Create a Blog1. Name2. Software3. Design4. Test5. Functionality


How to Create a BlogHow to Create a Blog1. Name2. Software3. Design4. Test5. Functionalit

y


• 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)


y


• Also called blogware• Determine what software

you want to use• Server or client side• Free or paid

http://wordpress.org/


y


• Look and feel of the blog• Colors• Designs• Fonts• Photos and graphics


y


• Test blog privately• Post a few times• Have friends review


y


• Features:• Comments feature & options

• No guest comments• Trackbacks• RSS functionality• Add social meda tags• Schedule Posts• Photos• Lists• Profile

http://www.craphammer.ca/

http://www.brandingstrategyinsider.com/2007/04/exploring_brand.html

http://www.futurelab.net/blogs/marketing-strategy-innovation/

http://blog.sharpie.com/

http://www.coca-colaconversations.com/

CategoriesCategoriesof Mediaof Media



Check out these GGU Blogs

Anatomy of a BlogAnatomy of a Blog Entry Title Date of Entry Permalink Syndicate this site / RSS

Archives Calendar Time Stamp Blogrolls


http://webdesign.about.com/cs/weblogs/a/aa063003a.htm

http://connellyoncommerce.com/

http://www.sfgate.com/cgi-bin/blogs/kyarrow/index

http://www.ggu.edu/blogs/president/

More “How To” HelpMore “How To” Help


How to Measure Blog How to Measure Blog MarketingMarketing Communicate:

# Readers # Comments / Engagement

Monitor: Text mining and trend analysis Tone analysis

Advertising: CTRs and other common measures


Advantages & Advantages & Disadvantages Disadvantages of Marketing via Blogsof Marketing via Blogs

Advantages Disadvantages


Ethical & Legal Ethical & Legal ConsiderationsConsiderations Transparency – don’t write under a different

name or as someone else Privacy – write only about what is yours or you

have been given permission to Disclosure – note any conflicts of interest Truthfulness Credit – cite others when appropriate


Ethical & Legal Ethical & Legal ConsiderationsConsiderations FTC Rules for Social Media! Effective 12/1/2009 Protect consumers When endorsing a product,

you must: Disclose when you are being compensated Be truthful in your statements, and make sure they can

be substantiated Speak from actual experience Fine: $11,000


The Blog Role In The Blog Role In Marketing?Marketing?

…Public Relations? …Direct Marketing? …Advertising? …Personal Selling? …Sponsorships? …Branding?


Blog AwardsBlog Awards

Examples of Blogs - Examples of Blogs - ExerciseExercise

Identify model: Individual Group Corporation and what type

Identify strategy: Communicate Monitor Advertise

Identify tactics International Blog Examples? Compare and contrast


ReferencesReferencesand Additional and Additional ReadingReading

Burstein, Dan (2005) blog!. New York, NJ: CDS Books Demopoulos, Ted (2006). What no one ever tells you about blogging and

podcasting [electronic resource] : real-life advice from 101 people who successfully leverage the power of the blogosphere. Chicago : Kaplan Pub

Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books Hewitt, Hugh (2005) Blog. Nashville, TN: Nelson Books Hill, Brad (2006) Blogging for Dummies. Indianapolis, IN: Wiley Publishing Meerman Scott, David (2009) The New Rules of Marketing & PR. Hoboken, NJ: John

Wiley & Sons, Inc Wright, Jeremy (2006). Blog marketing [electronic resource] : the revolutionary

new way to increase sales, build your brand, and get exceptional results. New York : McGraw-Hill, c2006

Technorati’s State of the Blogosphere Report, http://technorati.com/blogging/state-of-the-blogosphere/

Top 50 Marketing Blogs http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm

Glossary Sources: Samizdata.net Blogware.com Blogzilla


9/13 ppt on blog marketing

Documents

jan ahrens jbahrens2002 yahoo

social media marketing

ethical amp

favorite quote

rich media

electronic resource

blogs created

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