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Overview of blog and social media marketing opportunities was presented through a webinar by Janette Toral last May 12, 2011. It was also meant to serve as an overview of the Ateneo-DigitalFilipino Blog and Social Media Entrepreneur Program (http://digientrepreneur.com) where module 2 will start this June 2, 2011.
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Blog & Social Media Marke0ng as a Business
Jane5e Toral h5p://digientrepreneur.com
h5p://www.blog4reviews.com
h5p://www.adinteres0ng.com
h5p://www.homebasedelite.com
h5p://www.digientrepreneur.com
Internet Search emerges as the top online ac0vity.
Ac#vi#es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na#onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
h5p://selnd.com/9nEOR3
h5p://bit.ly/9DLFnc
h5p://bit.ly/a23Zsh September 2010
April 2011
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 – Posi0onal influencers (peers)
Source: Social Media Marke0ng for Dummies (Shiv Singh)
Tap bloggers
• Buzz – Reviews – Event par0cipa0on
• Feedback – Focus groups
• Insight
Why blogs?
• First voice • Passion rather than a profession • Trust • Ini0ators • Community influence
• Pass-‐on effect (word-‐of-‐mouth or viral)
• Self-‐policing
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
Key Learnings • Incen0vized consumer engagement with the blogger community around a
strong concept can drive rich RESPONSE and online brand presence.
“What’s in it for me?”
iPod Nanos, cash & products
Big Idea
Real Leaf Paparazzi
Medium
Key Blogs & Blog Networks
= 150+ product-‐related photos
400+ blog posts
40+ related search results
1st place: Mommy Talks by Precious Bahin0ng h8p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
Search Results for: “Real Leaf” Google Top 10 results
Before: 1 video, 1 employee post Aher: 8 on the Top 10 search results
Key Metrics Dashboard
KPI Target Achieved % of Target
Blog Posts 20 400+ +2,000%
Search Engine Results 10 40+ +390%
Search Engine Results (Images)
17 in Top 20
BACKGROUND Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned PINOY ARTIST
MTV Emerge won the media vo0ng category in DigitalFilipino Social Networking Awards 2010
RESULTS >> over 1,000 entries in less than 2 week seed;
>> Quantity: Over 84 posts in 3 days >> Quality:
a. all linked URL b. all had branding
c. call to action to vote d. Twits made use of hash
e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
4,000% ROI vs. CLIENT SPENDING
h5p://bit.ly/chitjuan
Use social media to engage, generate results, proac0vely connect.
Join adver#sing network that pays per impression or click like Google AdSense
Nuffnang.com.ph
Blogbank.com.ph
A successful Digital PR
• People will search for you. • People will write about you. • People will share you.
Measuring effec0veness
• Sales conversion – Click tracking – Coupons
• Visits • Search engine ranking • Recommenda0ons
– Like – Retweet – Bookmarks
• Conversa0on generated – Comments
Building Tribes
• Tell a story – Who are you upsemng?
– Challenge the status quo • Connect a tribe
– Who are you connec0ng?
– Stage 1 to 5 • Life sucks • My life sucks • I’m great • We’re great
• Life is great
• Lead a movement – Who are you leading? – Establish a culture.
• Everyone is important.
– Being a leader gives you charisma.
• Make change – Commit
Book reference: Brains on Fire
• Bring out the best in others. • Get recognized. • Outperform. • Overcome life's challenges. • Enjoy beWer health. • Be a top choice (win life's popularity contests: job, rela#onship, friendship).
The Likeability Factor by Tim Sanders
Thank you!
We hope you can join the program h5p://digientrepreneur.com