1. © Bloomberg Marketing 2005 Blogs: A Marketing Tool March 2006 Infotech Applications In Marketing

2. © Bloomberg Marketing 2005 Major Corporations Are Blogging

3. © Bloomberg Marketing 2005 Thought Leadership IBM Promotes Blogger on Home Page

4. © Bloomberg Marketing 2005 Crisis Management Winber Medical Center: Stops rumors

5. © Bloomberg Marketing 2005 CEOs Relationship Building

6. © Bloomberg Marketing 2005 Recruitment Strategy American University – Perspective Students Page

7. © Bloomberg Marketing 2005 Selling & Educating

8. © Bloomberg Marketing 2005 Informal Marketing Research Intuit Quick Books: Customer Feedback

9. © Bloomberg Marketing 2005 Customer Relationship March of Dimes: Creates a community

10. © Bloomberg Marketing 2005 Short-term Campaigns American Cancer Society & Yahoo ! National Geographic Channel

11. © Bloomberg Marketing 2005 Search Engine Optimization If there is a silver bullet …

12. © Bloomberg Marketing 2005 Your Brand Is You

13. © Bloomberg Marketing 2005 Website & Blog Branding website blog

14. © Bloomberg Marketing 2005 Added Value To Target Segments

15. © Bloomberg Marketing 2005 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

16. © Bloomberg Marketing 2005 Marketing Perspective “The 4 P’s of Blogging” Point | Passion | Personality | Perseverance C-Generation – people who create and consume their own content

17. © Bloomberg Marketing 2005 Search Engine Optimization If there is a silver bullet …

18. © Bloomberg Marketing 2005 Mini Case

19. © Bloomberg Marketing 2005 Business & Marketing Blogs: Can a manufacturing company leverage the goodwill of an internal celebrity? Company Indium Industry: Manufacturing Goal: Reinforce industry thought leadership, customer loyalty *Build on following of company & industry leader http://www.indium.com/drlasky/

20. © Bloomberg Marketing 2005 Implementing A Blog Strategy

21. © Bloomberg Marketing 2005 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?

22. © Bloomberg Marketing 2005 First Step … Shhh Whisper Campaign  Subscribe to an new aggregator/reader  Read/subscribe to blogs  Monitor the blogosphere  Join the conversation

23. © Bloomberg Marketing 2005 Marketing Blog Strategy  Time & resources  Blog strategy Goals/Objectives Identify & train blogger/s Content Corporate guidelines Corporate liability issues Create awareness  Technical Blog platform  Negative comment policy

24. © Bloomberg Marketing 2005 Happy Blogging! Toby Bloomberg Bloomberg Marketing toby@bloombergmarketing.com www.bloombergmarketing.com www.divamarketingblog.com 770.496.1711 Marketing & Blog Strategies For Business