© Bloomberg Marketing 2007 Social Media/Blogs: A Marketing Strategy March 2007 Infotech Applications In Marketing

© Bloomberg Marketing 2007

Social Media/Blogs: A Marketing Strategy

March 2007

Infotech Applications In Marketing


Our Game Plan

Marketing & Social Media Blogs As A Marketing

StrategyYing & Yang of The

Conversation Getting Started

Gapingvoid.com


Marketing & Social Media


Marketing Caught By Social Media Like A Deer In The Headlights


Social Media Changes How Brands Are Perceived

time transfer blogs

photosvideos

community


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!


Marketers No Longer Control Total Message/Image

Perception


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:



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


Will Marketing Integrate Social Media?

And if so how? If not .. ???


Coke Invites Fitz and Stephen To Create Promo Videos



Blogs As A Marketing Strategy


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]


Major Corporations Blogging


Brand Loyalty & Customer Enthusiasts Lessons Learned: Passion creates community leads to loyalty.


Crisis Management

Winber Medical Center: Halts Rumors

Lessons Learned: Rapid Deployment Of Information


CEO BlogsLessons Learned: Tell It Your Way.Reinforces (Industry) Leadership Position While Showing The “Human” Element


Recruitment Strategy

American University – Blogs In Perspective Students Page

Lessons Learned: Location Location Location


Informal Marketing Research

Intuit Quick Books

Lessons Learned: Involve your customers in product development


Building Through Education & Involvement

Photo GallerySet, Costumes, Rehearsals

Lessons Learned: Engage Your Customers In The Process


Reinforce Brand To Target SegmentsLesson Learned: Understand Internal

Resources


Customer RelationshipLessons Learn: Help people create community.


Short-term Campaigns

American Cancer Society & Yahoo!National Geographic Channel

Lessons Learned: A blog doesn’t have to be forever.


Search Engine OptimizationLessons Learned: Google Loves Blogs .. But A Little SEO Strategy Can Help Too!


Another Side To SEOLessons Learned: Competitor can out rank you. Blog posts = positive or negative can too.


Your Brand Is YouLessons Learned: Self promote your talents.


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


Marketing Perspective

“The 4 P’s of Blogging”

Point | Passion | Personality | Perseverance

C-Generation – people who create and consume their own content


Ying & Yang of The Conversation


A Conversation With Laura

http://laurahoffmann477.blogspot.com/


Unilever Creates A Brand Evangelist

Consumer CapitalViral Buzz Continues


Implementing A Blog Strategy


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?


First Step … Shhh

Whisper Campaign Subscribe to an new

aggregator/reader Read/subscribe to blogs Monitor the blogosphere Join the conversation


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


It’s You Who Will Get The Marketing Deer Out Of These

Headlights!


Happy Blogging!

Toby BloombergBloomberg Marketing

toby@bloombergmarketing.comwww.bloombergmarketing.comwww.divamarketingblog.com

770.496.1711Marketing & Blog Strategies For

Business

Documents

© Bloomberg Marketing 2007 Social Media/Blogs: A Marketing Strategy March 2007 Infotech Applications In Marketing