Download Social Media / Blogs

Social Media/Blogs:
A Marketing Strategy
Infotech Applications In Marketing
March 2007
© Bloomberg Marketing 2007
Our Game Plan
Marketing & Social Media
Blogs As A Marketing Strategy
Ying & Yang of The
Conversation
Getting Started
Gapingvoid.com
© Bloomberg Marketing 2007
Marketing & Social Media
© Bloomberg Marketing 2007
Marketing Caught By Social Media
Like A Deer In The Headlights
© Bloomberg Marketing 2007
Social Media Changes How
Brands Are Perceived
community
blogs
photos
© Bloomberg Marketing 2007
time transfer
videos
Will Social Media Collide With Marketing?
© Bloomberg Marketing 2007
We want it where we want it.
We want it how we want it.
We want it when we want it.
If we don’t get it ..
We’re telling Everyone we know
and some people we don’t know too!
I
f
Marketers No Longer
Control Total Message/Image Perception
© Bloomberg Marketing 2007
2 guys, a Consumer Generated Media video and 2 brands
2 guys, Fritz Grobe and Stephen Voltz,
create a little video.
Posted on a video
directory site
Results:
 $35,000+ in revenue
 Over 4.1 Million Views
© Bloomberg Marketing 2007
.
Traditional Media Frenzy
2 guys, a Consumer Generated Media video and 2 brands
Mentos Loved It
Coke Not So Much
Ad budget increased from $10 mm
to approx $20 mm in name
recognition
Video Contest
© Bloomberg Marketing 2007
“Craziness with Mentos doesn’t fit
with the Brand personality (of Diet
Coke).” Susan McDermott, spokesperson Diet Coke
Will Marketing Integrate Social Media?
And if so how? If not .. ???
© Bloomberg Marketing 2007
2 guys, a Consumer Generated Media video and 2 brands
Coke Invites Fitz and Stephen To Create Promo Videos
© Bloomberg Marketing 2007
Blogs As A Marketing Strategy
© Bloomberg Marketing 2007
Social Media - The Early Days
Drinking the Kool-aid
An online journal which produces fame without wealth
for pajama-clad scribes, known as bloggers, who write
so well they don’t need editors and survive by eating
ramen noodles and Tang powder from a spoon.
Heard it from: Scrappleface blog
[Courtesy link]
© Bloomberg Marketing 2007
Major Corporations Blogging
© Bloomberg Marketing 2007
Brand Loyalty & Customer Enthusiasts
Lessons Learned: Passion creates community leads to loyalty.
© Bloomberg Marketing 2007
Crisis Management
Lessons Learned: Rapid Deployment Of Information
Winber Medical Center: Halts Rumors
© Bloomberg Marketing 2007
CEO Blogs
Lessons Learned: Tell It Your Way.
Reinforces (Industry) Leadership Position
While Showing The “Human” Element
© Bloomberg Marketing 2007
Recruitment Strategy
Lessons Learned: Location Location Location
American University –
Blogs In Perspective Students Page
© Bloomberg Marketing 2007
Informal Marketing Research
Lessons Learned: Involve your customers in product development
Intuit Quick Books
© Bloomberg Marketing 2007
Building Through Education & Involvement
Lessons Learned: Engage Your Customers In The Process
Photo Gallery
Set, Costumes,
Rehearsals
© Bloomberg Marketing 2007
Reinforce Brand To Target Segments
Lesson Learned: Understand Internal Resources
© Bloomberg Marketing 2007
Customer Relationship
Lessons Learn: Help people create community.
© Bloomberg Marketing 2007
Short-term Campaigns
Lessons Learned: A blog doesn’t have to be forever.
American Cancer Society & Yahoo!
© Bloomberg Marketing 2007
National Geographic Channel
Search Engine Optimization
Lessons Learned: Google Loves Blogs ..
But A Little SEO Strategy Can Help Too!
© Bloomberg Marketing 2007
Another Side To SEO
Lessons Learned: Competitor can out rank you.
Blog posts = positive or negative can too.
© Bloomberg Marketing 2007
Your Brand Is You
Lessons Learned: Self promote your talents.
© Bloomberg Marketing 2007
Marketing Uses for Blogs
 Provide a new communication channel for
customers, prospects, stakeholders
 Increase brand awareness
 Build thought leadership
 Foster credibility
 Generate sale leads
 Obtain customer feedback e.g., new product
development
 Crisis management strategy
 Search optimization strategy
© Bloomberg Marketing 2007
Marketing Perspective
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
C-Generation – people who create and consume their own content
© Bloomberg Marketing 2007
Ying & Yang of The Conversation
© Bloomberg Marketing 2007
A Conversation With Laura
http://laurahoffmann477.blogspot.com/
© Bloomberg Marketing 2007
Unilever Creates A Brand Evangelist
Consumer Capital
Viral Buzz Continues
© Bloomberg Marketing 2007
Implementing A Blog Strategy
© Bloomberg Marketing 2007
Is Your Company Blog Ready?
First Question: Will your culture support a blog
strategy?
Second Question: Will blogs help solve or support a
business challenge or marketing strategy?
© Bloomberg Marketing 2007
First Step … Shhh
Whisper Campaign




© Bloomberg Marketing 2007
Subscribe to an new
aggregator/reader
Read/subscribe to blogs
Monitor the blogosphere
Join the conversation
Marketing Blog Strategy
Understand time &
resources
 Blog strategy

Goals/Objectives
 Content focus
 Identify & train
blogger/s
 Corporate guidelines
 Comment policy


Technical
 Blog platform, widgets

Create awareness
© Bloomberg Marketing 2007
It’s You Who Will Get The
Marketing Deer Out Of These Headlights!
© Bloomberg Marketing 2007
Happy Blogging!
Toby Bloomberg
Bloomberg Marketing
[email protected]
www.bloombergmarketing.com
www.divamarketingblog.com
770.496.1711
Marketing & Blog Strategies For Business
© Bloomberg Marketing 2007