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

© Bloomberg Marketing 2007 Our Game Plan Marketing & Social Media Blogs As A Marketing Strategy Ying & Yang of The Conversation Getting Started Gapingvoid.com

© Bloomberg Marketing 2007 Marketing & Social Media

© Bloomberg Marketing 2007 Marketing Caught By Social Media Like A Deer In The Headlights

© Bloomberg Marketing 2007 Social Media Changes How Brands Are Perceived time transfer blogs photos videos community

© Bloomberg Marketing 2007 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 If we don’t get it.. We’re telling Everyone we know and some people we don’t know too!

© Bloomberg Marketing 2007 Marketers No Longer Control Total Message/Image Perception

© Bloomberg Marketing 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:

© Bloomberg Marketing guys, a Consumer Generated Media video and 2 brands 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

© Bloomberg Marketing 2007 Will Marketing Integrate Social Media? And if so how? If not.. ???

© Bloomberg Marketing 2007 Coke Invites Fitz and Stephen To Create Promo Videos 2 guys, a Consumer Generated Media video and 2 brands

© Bloomberg Marketing 2007 Blogs As A Marketing Strategy

© Bloomberg Marketing 2007 Social Media - The Early Days Drinking the Kool-aid An 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]

© Bloomberg Marketing 2007 Major Corporations Blogging

© Bloomberg Marketing 2007 Brand Loyalty & Customer Enthusiasts Lessons Learned: Passion creates community leads to loyalty.

© Bloomberg Marketing 2007 Crisis Management Winber Medical Center: Halts Rumors Lessons Learned: Rapid Deployment Of Information

© Bloomberg Marketing 2007 CEO Blogs Lessons Learned: Tell It Your Way. Reinforces (Industry) Leadership Position While Showing The “Human” Element

© Bloomberg Marketing 2007 Recruitment Strategy American University – Blogs In Perspective Students Page Lessons Learned: Location Location Location

© Bloomberg Marketing 2007 Informal Marketing Research Intuit Quick Books Lessons Learned: Involve your customers in product development

© Bloomberg Marketing 2007 Building Through Education & Involvement Photo Gallery Set, Costumes, Rehearsals Lessons Learned: Engage Your Customers In The Process

© Bloomberg Marketing 2007 Reinforce Brand To Target Segments Lesson Learned: Understand Internal Resources

© Bloomberg Marketing 2007 Customer Relationship Lessons Learn: Help people create community.

© Bloomberg Marketing 2007 Short-term Campaigns American Cancer Society & Yahoo ! National Geographic Channel Lessons Learned: A blog doesn’t have to be forever.

© Bloomberg Marketing 2007 Search Engine Optimization Lessons Learned: Google Loves Blogs.. But A Little SEO Strategy Can Help Too!

© Bloomberg Marketing 2007 Another Side To SEO Lessons Learned: Competitor can out rank you. Blog posts = positive or negative can too.

© Bloomberg Marketing 2007 Your Brand Is You Lessons Learned: Self promote your talents.

© Bloomberg Marketing 2007 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

© Bloomberg Marketing 2007 Marketing Perspective “The 4 P’s of Blogging” Point | Passion | Personality | Perseverance C-Generation – people who create and consume their own content

© Bloomberg Marketing 2007 Ying & Yang of The Conversation

© Bloomberg Marketing 2007 A Conversation With Laura /

© Bloomberg Marketing 2007 Unilever Creates A Brand Evangelist Consumer Capital Viral Buzz Continues

© Bloomberg Marketing 2007 Implementing A Blog Strategy

© Bloomberg Marketing 2007 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?

© Bloomberg Marketing 2007 First Step … Shhh Whisper Campaign  Subscribe to an new aggregator/reader  Read/subscribe to blogs  Monitor the blogosphere  Join the conversation

© Bloomberg Marketing 2007 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

© Bloomberg Marketing 2007 It’s You Who Will Get The Marketing Deer Out Of These Headlights!

© Bloomberg Marketing 2007 Happy Blogging! Toby Bloomberg Bloomberg Marketing Marketing & Blog Strategies For Business