© bloomberg marketing 2007 social media/blogs: a marketing strategy march 2007 infotech...
TRANSCRIPT
© Bloomberg Marketing 2007
Social Media/Blogs: A Marketing Strategy
March 2007
Infotech Applications In Marketing
© Bloomberg Marketing 2007
Our Game Plan
Marketing & Social Media Blogs As A Marketing
StrategyYing & 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
time transfer blogs
photosvideos
community
© Bloomberg Marketing 2007
Will Social Media Collide With Marketing?
We want it where we want it.We want it how we want it.
We want it when we want it.
If
If we don’t get it ..We’re telling Everyone we know
and some people we don’t know too!
© Bloomberg Marketing 2007
Marketers No Longer Control Total Message/Image
Perception
© Bloomberg Marketing 2007
2 guys, a Consumer Generated Media video and 2 brands
Over 4.1 Million Views
2 guys, Fritz Grobe and Stephen Voltz,create a little video.
.
$35,000+ in revenue
Traditional Media Frenzy Posted on a video directory site
Results:
© Bloomberg Marketing 2007
2 guys, a Consumer Generated Media video and 2 brands
Mentos Loved It
Ad budget increased from $10 mm to approx $20 mm in name recognition
Coke Not So Much
“Craziness with Mentos doesn’t fit with the Brand personality (of Diet Coke).” Susan McDermott, spokesperson Diet Coke
Video Contest
© Bloomberg Marketing 2007
Will Marketing Integrate Social Media?
And if so how? If not .. ???
© Bloomberg Marketing 2007
Coke Invites Fitz and Stephen To Create Promo Videos
2 guys, a Consumer Generated Media video and 2 brands
© Bloomberg Marketing 2007
Blogs As A Marketing Strategy
© Bloomberg Marketing 2007
Social Media - The Early Days
Drinking the Kool-aidAn 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
Winber Medical Center: Halts Rumors
Lessons Learned: Rapid Deployment Of Information
© Bloomberg Marketing 2007
CEO BlogsLessons Learned: Tell It Your Way.Reinforces (Industry) Leadership Position While Showing The “Human” Element
© Bloomberg Marketing 2007
Recruitment Strategy
American University – Blogs In Perspective Students Page
Lessons Learned: Location Location Location
© Bloomberg Marketing 2007
Informal Marketing Research
Intuit Quick Books
Lessons Learned: Involve your customers in product development
© Bloomberg Marketing 2007
Building Through Education & Involvement
Photo GallerySet, Costumes, Rehearsals
Lessons Learned: Engage Your Customers In The Process
© Bloomberg Marketing 2007
Reinforce Brand To Target SegmentsLesson Learned: Understand Internal
Resources
© Bloomberg Marketing 2007
Customer RelationshipLessons Learn: Help people create community.
© Bloomberg Marketing 2007
Short-term Campaigns
American Cancer Society & Yahoo!National Geographic Channel
Lessons Learned: A blog doesn’t have to be forever.
© Bloomberg Marketing 2007
Search Engine OptimizationLessons Learned: Google Loves Blogs .. But A Little SEO Strategy Can Help Too!
© Bloomberg Marketing 2007
Another Side To SEOLessons Learned: Competitor can out rank you. Blog posts = positive or negative can too.
© Bloomberg Marketing 2007
Your Brand Is YouLessons 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 CapitalViral 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 Subscribe to an new
aggregator/reader Read/subscribe to blogs Monitor the blogosphere Join the conversation
© Bloomberg Marketing 2007
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 BloombergBloomberg Marketing
toby@bloombergmarketing.comwww.bloombergmarketing.comwww.divamarketingblog.com
770.496.1711Marketing & Blog Strategies For
Business