How is the Blog World evolving, how do we evaluate success metrics, popular Blog Campaigns and initiatives done by the International Brands.

1. The Blog World
We connect Companies to leading Bloggers
and Social Networkers in the Online space to build the
desired Online Reputation for the brand and their products.
We create Blogs for Companies and Brands which
deliver the right kind of Digital communication targeted to
the Online Audience.
MM- Blog World

2. Why Blogs Matter
• There are more than 180 millions blogs globally
• 78% of the internet users conduct product research online
• To Think is to Blog it: Journalists, Influencers, Celebrities, Product
enthusiasts everybody is blogging
• Greater than 70% of consumers state that blogs affected their
purchasing decisions
• The average budget spent on company blogs & social media
has nearly tripled in the last three years
Source: Hubspot, Econsultancy, eMarketer, Nielsen

3. Evolution of the Blog World Quick Facts:
1. Blog was started in 1994 by
Justin Hall as “Justins Link From
the Underground”
2. Jorn Barger originated the
‘weblog’
3. Peter Merholz shortened the
word to ‘Blog’
A blog (a contraction of the words web log) is a discussion
or informational site published on the world wide web and
consisting of discrete entries typically displayed in reverse
chronological order.
• Blogging Platforms which are popular: Wordpress, Blogger,
Blog, Ghost, Tumblr, Squarespace, Type pad
• Some of the most popular blogs are The Huffington Post,
BuzzFeed, The Verge, Business Insider, Mashable, Gawker,
Tech Crunch etc.
• Blogs are turning into Global Online Magazines with
readership clocking into millions. Most of it target a certain
interest or a niche

4. Blog Success How Blogs are SEO friendly:
1. Titles
2. Keywords
3. Recent Content
4. Frequent Content
5. Relevance
• Theme: What’s the Story ?
• Increase Blog Postings
• Understanding and Evaluating Keywords
• Creating Compelling Content
• Blog Analytics and Implementations
• RITE- Relevant, Interesting, Timely and Entertaining
• Build on the Community: In the Blogosphere share,
comment and reach out to other fellow Bloggers

5. Our Services
• Based on Business Needs we set your Goals and Objectives
for the Online Reputation Management through Blogs
• Design and build the Company's I Brand’s Communication
Strategy for the Online Reputation
• Effective optimization of the Company's Blog
• Managing and building Company’s Bloggers Relations Program
• Monitoring and Influencing Social Media conversations based
on Blogging
• Analysis and Research
Bloggers are:
1. Online Journalists
2. Curators, Aggregators,
Group Blogs,
Professional Bloggers
3. Freelance Bloggers
4. Social Media Enthusiasts
5. Influencers and Opinion
Leaders

6. Case Studies
International
MM- Blog World

7. Mentos (Perfetti Van Melle): Mentos Blast Gum, 2010
Campaign Objective: To generate trial and repeat purchase of
Mentos Blast Gum among the aged 16-39 consumer
Strategic Approach: Engage 5000 influencers on a word of mouth
o
Developed the “Have a Blast on Us” and “Receive your height in Mentos” creative
inviting consumers to experience the fun, by trialing Mentos Blast Gum
o Measure the word of mouth pass on through conversation reports and pre/post surveys
o Mentos Blast Gum Packs stickered with Agent Program URL as a tool to pass-on and
recruit potential new Influencers
Result: Highly Persuasive Reach > 200,000
o
Studies indicate Word of Mouth has 10 times the persuasive power of an average
broadcast message
o The Mentos Blast Gum message was directly communicated to 67,800 consumers
o In this program over 7,500 conversation reports were submitted by consumers,
along with photos and blogs capturing the Mentos Blast Gum experience

8. Oakley’s
THUMP 2 wearable electronics (MP3 sunglasses)
Challenge: To position Oakley’s THUMP 2 wearable electronics
(MP3 sunglasses) as “must-have” among new media influential
Solution:
o BRAND launched an aggressive “blogswell”– a 2-week “listening tour” of 50 key
blogs
Results:
o Brands’s blogosphere strategy resulted in big-time success. According to Google
Blog search, about 10,000 bloggers wrote about the THUMP 2 sunglasses,
all stemming from the original blog campaign
o Moreover, Oakley enjoyed over 80 media placements in publications such as
The Wall Street Journal and Time Magazine

9. LuxuryToronto Blogger Campaign
Campaign Objective: In 2012, several luxury hotels opened their doors
in Toronto. To highlight Toronto as a luxury destination with a vibrant
Leisure and entertainment scene
Strategic Approach: Engage 4 Luxury Travel Bloggers
o
The campaign involved a 3-day blog trip with four luxury travel bloggers from Europe
o The bloggers’ main objective was to discover the city’s luxury side and report their findings
in ‘real-time’ via social media
Result: Highly Persuasive Reach > 600,000
o
The Twitter campaign reached 600 thousand people and generated 9 million
tweet impressions
o Local businesses such as restaurants and attractions, as well as Torontonians, joined in the
conversation by sharing their favourite luxury activities whilst individuals from around the
world expressed their interest in visiting the city
o 96 photos were uploaded via Instagram.

10. SAP BLOGGERS RELATIONS
Objective: SAP to engage and build robust Bloggers Relations Program
Approach: Recognizing the real opportunity of blogger relations:
engaging bloggers for their analysis, not just as mouthpieces to report
what the company wants
Action:
o Bloggers write about and respond to what other bloggers are saying, create an ongoing
conversation, and deeply explore issues through a back and forth discussion — rather than
simply putting out a final statement
o It is the analytical insight and ecosystem culture which SAP understands and practices in the
blogger relations
o Involving Product Engineers, Company Executives to engage, discuss and contribute to a
particular discussion or topic either through a blogger or directly through their blog
o At SAP’s largest customer events, SAPPHIRE and TechEd, SAP established what it calls
“Bloggers’ Corner”

11. ConAgra Foods (Blogger Relations Gone Wrong)
What Happened: Food bloggers and parent bloggers in New York were invited to a
VIP dinner with celebrity chef George Duran of TLC’s “The Ultimate Cake Off.”
Instead of a gourmet meal prepared by a celeb chef, the bloggers were “treated” to
a frozen, grocery-store lasagna by Marie Callender’s, a ConAgra Foods brand.
Hidden cameras captured their reactions to the meal, presumably for a future
ad or social media campaign.
What Failed: The bait-and-switch stunt infuriated many bloggers
o
Dishonesty: It is important to be Honest
o Failure to Research Bloggers: Good Blogger’s Program is based on Blogger
Relations and not on Blogger Outreach Program. Research should throw light on
what they write on. The values are important to them and their relationship with their
readers
o Breach of Trust: Value and appreciate Bloggers Time and Effort

12. Case Studies
M M Case Studies
MM- Blog World

13. &
Commercials
Analytics
MM- Blog World

14. Key Metrics
Company/ Brands Blog:
o Conversion Rate (CTR)= Click Through Rate/ Visitor Count
o Traffic on the Blog
o Alexa Ranking
o Subscribers I No. of Followers
o Quality and Quantity of Engagement
Bloggers Relationship Program:
o No of total published Posts
o Targeted blogs
o Total Potential Audience/Reach
o Total Actual Engagement
o Total Actual Traffic
o Total Actual Links
o Performance metrics for each Post
Analytics:
o Google Analytics, Google BlogSearch, Google Bloggers, InkyBee etc.

15. MM- Blog World
Creating desired Online Reputation
for Brands and Companies.