© bloomberg marketing 2005 blogs: a marketing tool march 2006 infotech applications in marketing
TRANSCRIPT
© Bloomberg Marketing 2005
Blogs: A Marketing Tool
March 2006
Infotech Applications In Marketing
© Bloomberg Marketing 2005
Major Corporations Are Blogging
© Bloomberg Marketing 2005
Thought Leadership
IBM Promotes Blogger on Home Page
© Bloomberg Marketing 2005
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
© Bloomberg Marketing 2005
Informal Marketing Research
Intuit Quick Books: Customer Feedback
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Customer Relationship
March of Dimes: Creates a community
© Bloomberg Marketing 2005
Short-term Campaigns
American Cancer Society & Yahoo!National Geographic Channel
© Bloomberg Marketing 2005
Search Engine Optimization
If there is a silver bullet …
© Bloomberg Marketing 2005
Your Brand Is You
© Bloomberg Marketing 2005
Website & Blog Branding
website
blog
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Added Value To Target Segments
© Bloomberg Marketing 2005
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 2005
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 …
© Bloomberg Marketing 2005
Mini Case
© Bloomberg Marketing 2005
Business & Marketing Blogs: Can a manufacturing company leverage
the goodwill of an internal celebrity?
Company IndiumIndustry: ManufacturingGoal: Reinforce industrythought leadership, customer loyalty*Build on following of company & industry leader
<http://www.indium.com/drlasky/>
© Bloomberg Marketing 2005
Implementing A Blog Strategy
© Bloomberg Marketing 2005
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 2005
First Step … Shhh
Whisper Campaign Subscribe to an new
aggregator/reader Read/subscribe to blogs Monitor the blogosphere Join the conversation
© Bloomberg Marketing 2005
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 BloombergBloomberg Marketing
toby@bloombergmarketing.comwww.bloombergmarketing.comwww.divamarketingblog.com
770.496.1711Marketing & Blog Strategies For
Business