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Blog & Social Media Marke0ng as a Business Jane5e Toral h5p://digientrepreneur.com

Blog and Social Media Marketing as a Business

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Overview of blog and social media marketing opportunities was presented through a webinar by Janette Toral last May 12, 2011. It was also meant to serve as an overview of the Ateneo-DigitalFilipino Blog and Social Media Entrepreneur Program (http://digientrepreneur.com) where module 2 will start this June 2, 2011.

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Blog  &  Social  Media  Marke0ng    as  a  Business  

Jane5e  Toral  h5p://digientrepreneur.com  

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h5p://www.blog4reviews.com  

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h5p://www.adinteres0ng.com  

h5p://www.homebasedelite.com  

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h5p://www.digientrepreneur.com  

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Internet  Search  emerges  as  the  top  online  ac0vity.  

Ac#vi#es  showing  significant  increase  at  95%  confidence  levels  Base:  Past  month  Internet  users  aged  10+  across  Na#onal  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  September  2010  

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April  2011  

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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    – Posi0onal  influencers  (peers)  

Source:  Social  Media  Marke0ng  for  Dummies  (Shiv  Singh)  

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Tap  bloggers  

•  Buzz  – Reviews  – Event  par0cipa0on  

•  Feedback  – Focus  groups  

•  Insight  

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Why  blogs?  

•  First  voice  •  Passion  rather  than  a  profession  •  Trust  •  Ini0ators  •  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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Key  Learnings  •  Incen0vized  consumer  engagement  with  the  blogger  community  around  a  

strong  concept  can  drive  rich  RESPONSE  and  online  brand  presence.  

   “What’s  in  it  for  me?”    

iPod  Nanos,  cash  &  products  

 Big  Idea  

 Real  Leaf  Paparazzi  

Medium  

Key  Blogs  &      Blog  Networks  

=  150+  product-­‐related  photos  

400+  blog  posts  

40+  related  search  results  

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1st  place:  Mommy  Talks  by  Precious  Bahin0ng  h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  

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Search  Results  for:  “Real  Leaf”  Google  Top  10  results  

Before:  1  video,  1  employee  post   Aher:  8  on  the  Top  10    search  results  

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Key  Metrics  Dashboard  

KPI Target Achieved % of Target

Blog Posts 20 400+ +2,000%

Search Engine Results 10 40+ +390%

Search Engine Results (Images)

17 in Top 20

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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  vo0ng  category  in  DigitalFilipino  Social  Networking  Awards  2010  

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RESULTS >> over 1,000 entries in less than 2 week seed;

>> Quantity: Over 84 posts in 3 days >> Quality:

a. all linked URL b. all had branding

c. call to action to vote d. Twits made use of hash

e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google

4,000%  ROI  vs.  CLIENT  SPENDING  

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h5p://bit.ly/chitjuan  

Use  social  media  to  engage,  generate  results,  proac0vely  connect.  

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Join  adver#sing  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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Measuring  effec0veness  

•  Sales  conversion  –  Click  tracking  –  Coupons    

•  Visits  •  Search  engine  ranking  •  Recommenda0ons  

–  Like  –  Retweet  –  Bookmarks    

•  Conversa0on  generated  –  Comments  

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Building  Tribes  

•  Tell  a  story  –  Who  are  you  upsemng?  

–  Challenge  the  status  quo  •  Connect  a  tribe  

–  Who  are  you  connec0ng?  

–  Stage  1  to  5  •  Life  sucks  •  My  life  sucks  •  I’m  great  •  We’re  great  

•  Life  is  great  

•  Lead  a  movement  – Who  are  you  leading?  –  Establish  a  culture.  

•  Everyone  is  important.  

–  Being  a  leader  gives  you  charisma.  

•  Make  change  –  Commit  

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Book  reference:  Brains  on  Fire  

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•   Bring  out  the  best  in  others.  •   Get  recognized.  •   Outperform.  •   Overcome  life's  challenges.  •   Enjoy  beWer  health.  •   Be  a  top  choice  (win  life's  popularity  contests:  job,  rela#onship,  friendship).  

The  Likeability  Factor  by  Tim  Sanders  

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Thank  you!  

We  hope  you  can  join  the  program  h5p://digientrepreneur.com