Download Blogs a Marketing Tool

Blogs: A Marketing Tool
Infotech Applications In Marketing
March 2006
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Major Corporations
Are Blogging
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Thought Leadership
IBM Promotes Blogger on Home Page
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Crisis Management
Winber Medical Center: Stops rumors
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CEOs Relationship Building
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Recruitment Strategy
American University –
Perspective Students Page
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Selling & Educating
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Informal Marketing Research
Intuit Quick Books: Customer Feedback
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Customer Relationship
March of Dimes: Creates a community
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Short-term Campaigns
American Cancer Society & Yahoo!
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National Geographic Channel
Search Engine Optimization
If there is a silver bullet …
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Your Brand Is You
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Website & Blog Branding
blog
website
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Added Value To Target Segments
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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
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Marketing Perspective
“The 4 P’s of Blogging”
Point | Passion | Personality | Perseverance
C-Generation – people who create and consume their own content
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Search Engine Optimization
If there is a silver bullet …
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Mini Case
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Business & Marketing Blogs:
Can a manufacturing company leverage
the goodwill of an internal celebrity?
Company Indium
Industry: Manufacturing
Goal: Reinforce industry
thought leadership,
customer loyalty
*Build on following of company
& industry leader
<http://www.indium.com/drlasky/>
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Implementing A Blog Strategy
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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?
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First Step … Shhh
Whisper Campaign
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Subscribe to an new
aggregator/reader
Read/subscribe to blogs
Monitor the blogosphere
Join the conversation
Marketing Blog Strategy
Time & resources
 Blog strategy
 Goals/Objectives
 Identify & train
blogger/s
 Content
 Corporate guidelines
• Corporate liability
issues
 Create awareness
 Technical
 Blog platform
 Negative comment policy

© Bloomberg Marketing 2005
Happy Blogging!
Toby Bloomberg
Bloomberg Marketing
[email protected]
www.bloombergmarketing.com
www.divamarketingblog.com
770.496.1711
Marketing & Blog Strategies For Business
© Bloomberg Marketing 2005