marketing in social media marketing via blogs created by jan ahrens [email protected]
TRANSCRIPT
DefinitionDefinition
Blog – a written account on the Internet usually about a specific topic or interest area It is a type of website that is templated with a fixed frame
and a variable interior Most recent updates are put at the top of each page Blogs may allow or not allow readers to write comments A blog is the abbreviation for the term “web log”.
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ExamplesExamplesTop 10 Blogs
News – Political / General
#1 - Huffington Post #8 - Daily Beast
News - Entertainment: #5 – Gawker #7 – TMZ
News - Technical: #2 – TechCrunch #3 – Mashable #4 – Gizmodo #6 – Engadget #10 – ReadWriteWeb
News – Strange!: #9 – BoingBoing
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TerminologyTerminology Archive – the saved history
of each blog entry Blog Swarm – when many
blogs pick up a theme or pursue a story
Blog Aggregator – a blog that lists other blogs and provides links to them
Blogosphere – the virtual blog community
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TerminologyTerminology Blogger – a person who
writes or creates a blog Blogroll – listing of author’s
favorite blogs on the index page
Byline – giving credit to name of person who posted
Dooce – getting fired for what you wrote on a blog
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Terminology Terminology cont’dcont’d
Entry – a single post to a blog Escribitionist – term for
blogging about yourself Entry Title or Title – the
headline of the blog entry Ghost – someone who writes
for a blogger under her/his name
Index Page – same as home page
OP – Original Poster – the person who begins a thread
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Terminology Terminology cont’dcont’d
Permalink – a permanent link (URL) to that
blog entry. You can bookmark this, it won’t change
Tags / Tagged – “key words” for blogs
Thread – a discussion around one topic
Trackback – links to your posting on other sites
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HistoryHistory 1997 Web log
Jorn Barger – coined term logging the web, thus weblog
Early blog software: Pitas, Blogger, Groksoup
~ 400 Million blogs in the US (numbers vary greatly depending on source)
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Favorite Quote: “Why did cavemen paint on the walls? I don’t care. But I do care why bloggers blog.”
-- Hugh Hewitt
Blog Statistics in Blog Statistics in Fortune 100 Global Fortune 100 Global CompaniesCompanies
Blog Statistics in Blog Statistics in Fortune 100 Global Fortune 100 Global CompaniesCompanies
Blog Statistics in Blog Statistics in Fortune 100 Global Fortune 100 Global CompaniesCompanies
Variations of Written BlogsVariations of Written Blogsby Type of Mediaby Type of Media
Blogs by Media Variation
Videoblogs vlogs
MP3 blogs
Podcasting
Topical Blogs
Blogs by Type
Artblogs
Photoblogs
Poliblogs
Warblogs
And more!
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Category of BlogsCategory of Blogs Personal
Individual Group
Corporate
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Favorite Quote: “Blogs are good for companies that are good and bad for companies that are bad.”
-- Jason Calacanis
Blog Strategies Blog Strategies Build Database Communicate (e.g. new products or policy, avert
crisis, address public issue)
Monitor (e.g. track what stakeholders are saying)
Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media) Targeted and untargeted ad examples at FaveCrafts Sponsorship and rich media example at BusinessInsiderCreated by Jan Ahrens [email protected] 14
Corporate Blog TypesCorporate Blog Types1. CEO Blog
2. Executive Blog
3. Group Blog Select group of employees contribute
High level of internal coordination
4. Company Blog Platform Employees maintain own site about
company-related matters
Usually company provides a set of guidelines
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Blog TacticsBlog Tactics Write on other blogs and
link to your blog
Create blog-worthy events
When positive news, make it more viral
When negative news, react immediately
Apply marketing basics – target audience is the first consideration, plus others
Link to other blogs and sites
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Blog TacticsBlog Tactics Blog voice should be
honest and passionate
Narrow topic
Post often
Praise others
Keep it short
Be basically polite
Use good grammar
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Marketer’s RoleMarketer’s Role Personal or Small Business
Create and maintain own blog Engage in other blogs; reference others back
to your blog
Corporate Create and maintain corporate blog Make decisions on corporate blog content,
allowing comments, monitoring Engaging in other blogs
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Technology Technology Blog Software Blog Search
Engines
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Compare search results from regular searchengine with a blog search engine
How to Create a BlogHow to Create a Blog
1. Name
2. Software
3. Design
4. Test
5. Functionality
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How to Create a BlogHow to Create a Blog1. Name
2. Software
3. Design
4. Test
5. Functionality
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• Create a name for your blog• Use branding best
practices• Customize your URL
• Mapped to company domain (www.yourcompany.com/yourblog)
• Custom domain (www.yourblog.com)
How to Create a BlogHow to Create a Blog
1. Name
2. Software
3. Design
4. Test
5. Functionality
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• Also called blogware• Determine what software
you want to use• Server or client side• Free or paid
How to Create a BlogHow to Create a Blog
1. Name
2. Software
3. Design
4. Test
5. Functionality
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• Look and feel of the blog• Colors• Designs• Fonts• Photos and graphics
How to Create a BlogHow to Create a Blog
1. Name
2. Software
3. Design
4. Test
5. Functionality
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• Test blog privately• Post a few times• Have friends review
How to Create a BlogHow to Create a Blog
1. Name
2. Software
3. Design
4. Test
5. Functionality
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• Features:• Comments feature & options
• No guest comments• Trackbacks• RSS functionality• Add social meda tags• Schedule Posts• Photos• Lists• Profile
CategoriesCategoriesof Mediaof Media
Check out these GGU Blogs
Anatomy of a BlogAnatomy of a Blog Entry Title
Date of Entry
Permalink
Syndicate this site / RSS
Archives
Calendar
Time Stamp
Blogrolls
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http://webdesign.about.com/cs/weblogs/a/aa063003a.htm
How to Measure Blog How to Measure Blog MarketingMarketing Communicate:
# Readers # Comments / Engagement
Monitor: Text mining and trend analysis Tone analysis
Advertising: CTRs and other common measures
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Advantages & Advantages & Disadvantages Disadvantages of Marketing via Blogsof Marketing via Blogs
Advantages Disadvantages
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Ethical & Legal Ethical & Legal ConsiderationsConsiderations Transparency – don’t write under a different
name or as someone else
Privacy – write only about what is yours or you have been given permission to
Disclosure – note any conflicts of interest
Truthfulness
Credit – cite others when appropriate
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Ethical & Legal Ethical & Legal ConsiderationsConsiderations FTC Rules for Social Media!
Effective 12/1/2009
Protect consumers When endorsing a product, you must: Disclose when you are being compensated Be truthful in your statements, and make sure they can
be substantiated Speak from actual experience Fine: $11,000
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The Blog Role In The Blog Role In Marketing?Marketing?
…Public Relations?
…Direct Marketing?
…Advertising?
…Personal Selling?
…Sponsorships?
…Branding?
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Blog AwardsBlog Awards
Examples of Blogs - Examples of Blogs - ExerciseExercise
Identify model: Individual Group Corporation and what type
Identify strategy: Communicate Monitor Advertise
Identify tactics
International Blog Examples? Compare and contrast
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ReferencesReferencesand Additional and Additional ReadingReading
Burstein, Dan (2005) blog!. New York, NJ: CDS Books Demopoulos, Ted (2006). What no one ever tells you about blogging and
podcasting [electronic resource] : real-life advice from 101 people who successfully leverage the power of the blogosphere. Chicago : Kaplan Pub
Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books
Hewitt, Hugh (2005) Blog. Nashville, TN: Nelson Books Hill, Brad (2006) Blogging for Dummies. Indianapolis, IN: Wiley Publishing Meerman Scott, David (2009) The New Rules of Marketing & PR. Hoboken, NJ:
John Wiley & Sons, Inc Wright, Jeremy (2006). Blog marketing [electronic resource] : the revolutionary
new way to increase sales, build your brand, and get exceptional results. New York : McGraw-Hill, c2006
Technorati’s State of the Blogosphere Report, http://technorati.com/blogging/state-of-the-blogosphere/
Top 50 Marketing Blogs http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm
Glossary Sources: Samizdata.net Blogware.com BlogzillaCreated by Jan Ahrens [email protected] 36