This document discusses blog marketing and advertising as a business. It provides an overview of key concepts like social influencers, tapping bloggers, why blogs are effective, measuring campaign effectiveness, and designing blog post campaigns. It also lists market needs for blog services and provides information on joining an upcoming training module on the topic.

1. Blog
Marke+ng
&
Adver+sing
as
a
Business
Jane5e
Toral
h5p://bit.ly/blogentrep
h5p://digientrepreneur.com

2. h5p://www.digitalfilipino.com

3. h5p://www.e-­‐commercephilippines.com

4. h5p://www.blog4reviews.com

5. h5p://www.searchprofileindex.com

6. h5p://www.adinteres+ng.com
h5p://www.homebasedelite.com

7. h"p://bit.ly/blogentrep

8. Internet
Search
emerges
as
the
top
online
ac+vity.
Ac4vi4es
showing
significant
increase
at
95%
confidence
levels
Base:
Past
month
Internet
users
aged
10+
across
Na4onal
Urban
Philippines
Source:
Yahoo!-­‐Nielsen
Net
Index
2010

9. h5p://selnd.com/9nEOR3

10. h5p://bit.ly/9DLFnc

11. h5p://bit.ly/a23Zsh

12. 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
– Posi+onal
influencers
(peers)
Source:
Social
Media
Marke+ng
for
Dummies
(Shiv
Singh)

13. Tap
bloggers
• Buzz
– Reviews
– Event
par+cipa+on
• Feedback
– Focus
groups
• Insight

14. Why
blogs?
• First
voice
• Passion
rather
than
a
profession
• Trust
• Ini+ators
• Community
influence
• Pass-­‐on
effect
(word-­‐of-­‐mouth
or
viral)
• Self-­‐policing

15. 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

16. 1st
place:
Mommy
Talks
by
Precious
Bahin+ng
h"p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html

17. BACKGROUND
Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned
PINOY ARTIST
MTV
Emerge
won
the
media
vo+ng
category
in
DigitalFilipino
Social
Networking
Awards
2010

19. Join
adver4sing
network
that
pays
per
impression
or
click
like
Google
AdSense

20. Blogbank.com.ph
Nuffnang.com.ph

21. A
successful
Digital
PR
• People
will
search
for
you.
• People
will
write
about
you.
• People
will
share
you.

22. What
is
a
blog
post
campaign?
• Get
bloggers
to
write
about
you
– Press
release
• Pros:
fast
dissemina+on
• Cons:
copy-­‐paste;
no
pick-­‐up
– Meet
blogger
(group
or
one-­‐on-­‐one)
• Pros:
geeng
to
know
personally
• Cons:
pick-­‐up
(messaging
/
value
challenge),
cost
– Paid
post
• Pros:
flexible
on
budget;
message-­‐focused,
support
SEO
efforts
• Cons:
search
engine
pick-­‐up,
reader
pick-­‐up

23. Designing
a
blog
post
campaign
• Objec+ve
• Keywords
• Type
of
write-­‐up
– Word
or
Phrase
desired
– url
or
link
– Buzz
• Photos
– Website
review
– News
release
• Video
• Messaging
tone
• Amplify
– Posi+ve
– Twi5er
– Nega+ve
– Facebook
– Neutral
– Foursquare

24. Measuring
effec+veness
• Sales
conversion
– Click
tracking
– Coupons
• Visits
• Search
engine
ranking
• Recommenda+ons
– Like
– Retweet
– Bookmarks
• Conversa+on
generated
– Comments

25. 3
Market
Needs
Low-­‐cost
but
effec+ve
website
Rank
in
search
engines
Tap
social
media
Very
few
service
providers……

26. Module
2
starts
on
November
6,
2010
Reserve
your
slot
at
h"p://bit.ly/blogentrep
h"p://digientrepreneur.com

27. We
hope
you
can
join
the
program
h5p://bit.ly/blogentrep
Thank
you!