adfel blog mktg s s
TRANSCRIPT
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Blog marketing
Presented at AdFel
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This is the worst-looking presentation I have ever done
But I have thought more about this than about a lot before it
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Thank you to
• You - for listening
• www.pixelgirlpresents.com – for background
• Gaping void – for being smarter than me and for print screens
• Novac – for arguments
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What is a blog?
• An online location where an individual or group of individuals freely expresses personal views on various topics of interest to themselves.
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Types of blogging*
• Personal blogs - unique VIP endorser• Corporate blogs - unique endorsee• Collective blogs - brand endorser casual
• academic• Professional blogs - brand endorser
formal
• * According to endorsing (the person who ackowledges responsibility for the content) entity
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Types of bloggers
• Mavens– Examples
• Technology• Media• Insurance
– Type of credibility: functional direct
• Aggregators– Type of credibility: functional vicarious
• Narrators– Type of credibility: emotional direct
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Comm concept behind blogs
• Endorsement– trust
• Individual vs corporation• Initial altruistic purpose (non commercial)• Medium - online more sincerity
– compatibility• Talk about what they like = what they like is
what I like
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Ways of doing marketing on blogs
• Unbranded sales pitch
• CP view advertising
• Paid advertorial
• “Test drive”
• Provoked endorsement
• And the interesting way
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• Hugh and Young Adam– relationship between product and blogger– mutual gains– compatibility (he likes the movie)
• honesty• persuasion
– transparency (does not hurt his credibility)• keeps viewership
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Is there a proper way?
• Depends– objectives– brand– community– category
• I believe– will evolve from novelty must-have to “just another
medium” and then we need to start using right– using it smartly makes the difference between
products and brands– It’s about creating brand ambassadors
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Ways of doing it right…
• Search for soul mates not click generators
• Your blogger is your friend and customer
• Your blogger is your customers’ friend
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Sure tips
• No one can lie convincingly on their personal page
• Mismatches jeopardize your product and their credibility
• It’s better when few love you than when many just know you
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And to show I’m not all that smart
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Why is blog marketing relevant?
• Faster traction
• World is online
• Credibility vs classical media
• Your future buyers are there