Blog marketing

Presented at AdFel

This is the worst-looking presentation I have ever done

But I have thought more about this than about a lot before it

Thank you to

• You - for listening

• www.pixelgirlpresents.com – for background

• Gaping void – for being smarter than me and for print screens

• Novac – for arguments

What is a blog?

• An online location where an individual or group of individuals freely expresses personal views on various topics of interest to themselves.

Types of blogging*

• Personal blogs - unique VIP endorser• Corporate blogs - unique endorsee• Collective blogs - brand endorser casual

• academic• Professional blogs - brand endorser

formal

• * According to endorsing (the person who ackowledges responsibility for the content) entity

Types of bloggers

• Mavens– Examples

• Technology• Media• Insurance

– Type of credibility: functional direct

• Aggregators– Type of credibility: functional vicarious

• Narrators– Type of credibility: emotional direct

Comm concept behind blogs

• Endorsement– trust

• Individual vs corporation• Initial altruistic purpose (non commercial)• Medium - online more sincerity

– compatibility• Talk about what they like = what they like is

what I like

Ways of doing marketing on blogs

• Unbranded sales pitch

• CP view advertising

• Paid advertorial

• “Test drive”

• Provoked endorsement

• And the interesting way

• Hugh and Young Adam– relationship between product and blogger– mutual gains– compatibility (he likes the movie)

• honesty• persuasion

– transparency (does not hurt his credibility)• keeps viewership

Is there a proper way?

• Depends– objectives– brand– community– category

• I believe– will evolve from novelty must-have to “just another

medium” and then we need to start using right– using it smartly makes the difference between

products and brands– It’s about creating brand ambassadors

Ways of doing it right…

• Search for soul mates not click generators

• Your blogger is your friend and customer

• Your blogger is your customers’ friend

Sure tips

• No one can lie convincingly on their personal page

• Mismatches jeopardize your product and their credibility

• It’s better when few love you than when many just know you

And to show I’m not all that smart

Why is blog marketing relevant?

• Faster traction

• World is online

• Credibility vs classical media

• Your future buyers are there