blog marketing and advertising as a business
DESCRIPTION
This is an overview on "blog marketing and advertising as a business". This presentation was made by Janette Toral in a webinar last October 22, 2010 to also answer questions from prospective participants of the Ateneo-DigitalFilipino Blog Entrepreneur Program (http://bit.ly/blogentrep)TRANSCRIPT
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Blog Marke+ng & Adver+sing as a Business
Jane5e Toral h5p://bit.ly/blogentrep
h5p://digientrepreneur.com
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h5p://www.digitalfilipino.com
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h5p://www.e-‐commercephilippines.com
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h5p://www.blog4reviews.com
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h5p://www.searchprofileindex.com
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h5p://www.adinteres+ng.com
h5p://www.homebasedelite.com
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h"p://bit.ly/blogentrep
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Internet Search emerges as the top online ac+vity.
Ac4vi4es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na4onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
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h5p://selnd.com/9nEOR3
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h5p://bit.ly/9DLFnc
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h5p://bit.ly/a23Zsh
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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)
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Tap bloggers
• Buzz – Reviews – Event par+cipa+on
• Feedback – Focus groups
• Insight
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Why blogs?
• First voice • Passion rather than a profession • Trust • Ini+ators • Community influence
• Pass-‐on effect (word-‐of-‐mouth or viral)
• Self-‐policing
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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
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1st place: Mommy Talks by Precious Bahin+ng h"p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
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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
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Join adver4sing network that pays per impression or click like Google AdSense
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Nuffnang.com.ph
Blogbank.com.ph
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A successful Digital PR
• People will search for you. • People will write about you. • People will share you.
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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: geeng 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
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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
– Twi5er – Facebook – Foursquare
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Measuring effec+veness
• Sales conversion – Click tracking – Coupons
• Visits • Search engine ranking • Recommenda+ons
– Like – Retweet – Bookmarks
• Conversa+on generated – Comments
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3 Market Needs
Low-‐cost but effec+ve website Rank in search engines
Tap social media
Very few service providers……
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Module 2 starts on November 6, 2010
Reserve your slot at h"p://bit.ly/blogentrep h"p://digientrepreneur.com
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Thank you!
We hope you can join the program h5p://bit.ly/blogentrep