Blog\Works - Talk Sample
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This document discusses using blogs for marketing purposes. It begins by providing examples of large corporations like Sun Microsystems and GM that have used blogs written by their CEOs and executives to engage with stakeholders. It then discusses how companies can use blogs to understand what is being said about their brand online and how they can participate in relevant conversations. The document cautions that blogs can negatively impact brands if issues arise and the company does not engage or respond. It provides examples like Dell and IIPM who were criticized in blogs but later learned to participate. Finally, it suggests that marketers can benefit from blogs even without having their own blog through activities like sponsoring blog contests or communities started by influential users.
Blog\Works - Talk Sample
- 1. It’s about Marketing through Blogs conversations! We will cover: What is social media, relevance/ impact on brands. How social media could be used for marketing – anecdotes, tips, how to begin. Things to remember. Strategic approach. October 2006 © Scenario Communication Partners 2006 1
- 2. We already know about corporate bigwigs blogging in the US. Correct. Many CEOs have taken to writing blogs to engage with key stakeholders. October © Scenario 2
- 3. Jonathan Schwartz, President, Sun Microsystems http://blogs.sun.com/jonathan/ Technology, Competition October © Scenario 3
- 4. Bob Lutz , Vice Chairman, GM + Others http://fastlane.gmblogs.com/ GM initiatives and other asides October © Scenario 4
- 5. Others, like Microsoft have even used their employees’ blogs to give it a human face and soften its image. October © Scenario 5
- 6. Robert Scoble, The employed at Microsoft (Since quit) http://scobleizer.com Agreed with critics when he believed they were right. Communicated feedback to Microsoft teams. Later led Microsoft’s blog initiative ‘Channel 9’. October © Scenario 6
- 7. Isn’t this corporate blogging? Yes, and can benefit an organisation in many ways, depending on the need & situation. October © Scenario 7
- 8. What about using blogs for marketing? Many companies are already using them successfully as marketing tool for their brands. October © Scenario 8
- 9. Blogs are complementary to your efforts • Advertising will continue to drive sales • Media relations will drive visibility • Blogs bring transparency, a first-hand perspective based on participation both from the company and the consumer October © Scenario 9
- 10. But do blogs and bloggers really matter? Ask Dell (and Sony), IIPM (Arindam Choudhuri) who have found themselves caught in a blogfire. October © Scenario 10
- 11. Ignore it at your peril Dell has since set up a blog. Oops! I wish I was engaged in a conversation with my customers. My relationship could have helped in damage control. October © Scenario 11
- 12. And it doesn’t impact high-involvement products only October © Scenario 12
- 13. But even before you jump in and decide whether to set up a blog or engage in a blog outreach programme, blogs can help you to understand the pulse. October © Scenario 13
- 14. You are being spoken about: Are you listening? Track issues, analyse. Opportunity/ Crisis? Wouldn’t you like to participate in the conversation/s? October © Scenario 14
- 15. Nokia connected: Word of mouth sells When did you last buy anything because the media said so? Word of mouth sells. October © Scenario 15
- 16. Using blogs for marketing isn’t necessarily about setting up a blog. You may not have one but may still use the blogosphere to your advantage. October © Scenario 16
- 17. Neighbor’s envy, owner’s pride http://treonauts.com Shouldn’t Treo have thought of starting a community first? Learn as you have fun. Andrew Carton, a Treo fan set up this blog. It’s hugely popular as we can see. October © Scenario 17
- 19. What about closer home? Who is using it? Many a marketer have shown foresight and started out early- the first in their attempts… October © Scenario 19
- 20. This one is interesting I think. October © Scenario 20
- 21. Travel blog contest outreach October © Scenario 21
- 22. Map of connections on a social networking site October 2006 © Scenario Communication Partners 2006 22
- 23. So, where do I begin? October © Scenario 23
- 24. Jump in? Or…follow a method? Strategic Approach October © Scenario 24