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

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Presentation transcript:

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

© Bloomberg Marketing 2005 Major Corporations Are Blogging

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

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

© Bloomberg Marketing 2005 CEOs Relationship Building

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

© Bloomberg Marketing 2005 Selling & Educating

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

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

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

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

© Bloomberg Marketing 2005 Your Brand Is You

© Bloomberg Marketing 2005 Website & Blog Branding website blog

© Bloomberg Marketing 2005 Added Value To Target Segments

© 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

© 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

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

© Bloomberg Marketing 2005 Mini Case

© 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

© Bloomberg Marketing 2005 Implementing A Blog Strategy

© 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?

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

© 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

© Bloomberg Marketing 2005 Happy Blogging! Toby Bloomberg Bloomberg Marketing Marketing & Blog Strategies For Business