lessons learned in designing and implementing a blog post campaign by janette toral
DESCRIPTION
Janette Toral shared her experience and insight on carrying out blog post marketing campaigns at Carlo Ople's Internet and Social Media Marketing for Filipino Marketers and Entrepreneurs (http://bit.ly/9JHjzK) last July 9, 2010 at Oakwood Ortigas Center, Pasig City. As most participants are SMEs, topic was presented in the most newbie format as possible. Other examples were shown online during class and not included in the slide show.TRANSCRIPT
Lessons learned in designing and implemen/ng a blog post campaign
Jane4e Toral h4p://www.bloggingfromhome.com
h4p://www.e-‐commercephilippines.com h4p://www.blog4reviews.com
h4p://www.searchprofileindex.com
Social influencers
• People who have influence on their peers heavily influenced by the quality and volume of content they share online to their peers. – Referent influencers – Expert influencers – Posi/onal influencers (peers)
Source: Social Media Marke/ng for Dummies (Shiv Singh)
Brand Background Real Leaf green tea is the newest ready-‐to-‐drink (RTD) tea in the market launched mid-‐2009.
Real Leaf is brewed from 100% whole green tea leaves, naturally packed with Theanine, with a delicious hint of fruit and honey.
Real Leaf Green Tea won the blog category in DigitalFilipino Social Networking Awards 2010
1st place: Mommy Talks by Precious Bahin/ng h"p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
BACKGROUND Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned PINOY ARTIST
MTV Emerge won the media vo/ng category in DigitalFilipino Social Networking Awards 2010
What is a blog post campaign?
• Get bloggers to write about you – Press release
• Pros: fast dissemina/on • Cons: copy-‐paste; no pick-‐up
– Meet blogger (group or one-‐on-‐one) • Pros: ge^ng to know personally • Cons: pick-‐up (messaging / value challenge), cost
– Paid post • Pros: flexible on budget; message-‐focused, support SEO efforts
• Cons: search engine pick-‐up, reader pick-‐up
Designing a blog post campaign
• Objec/ve • Type of write-‐up desired – Buzz – Website review – News release
• Messaging tone – Posi/ve – Nega/ve – Neutral
• Keywords – Word or Phrase – url or link
• Photos • Video • Amplify
– Twi4er – Facebook – Foursquare
Effec/veness Web 2.0
• Search • Talk or Write
• Share
h4p://developers.facebook.com/plugins
Measuring effec/veness
• Sales conversion – Click tracking – Coupons
• Visits • Search engine ranking • Recommenda/ons
– Like – Retweet – Bookmarks
• Conversa/on generated – Comments
Lessons learned
• Not a one /me effort – Web presence and compe//on tracking (monthly if possible)
– On our end, this gave birth to h4p://www.searchprofileindex.com
• Be real – not canned • Experiment (TEFCAS by Tony Buzan – refer to slide 19)
Thank you!
h4p://www.bloggingfromhome.com h4p://www.e-‐commercephilippines.com
h4p://www.blog4reviews.com h4p://www.searchprofileindex.com