Blog  Marke+ng  &  Adver+sing  as  a  Business  

Jane5e  Toral  h5p://bit.ly/blogentrep  

h5p://digientrepreneur.com  

h5p://www.digitalfilipino.com  

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

h5p://www.blog4reviews.com  

h5p://www.searchprofileindex.com  

h5p://www.adinteres+ng.com  

h5p://www.homebasedelite.com  

h"p://bit.ly/blogentrep  

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  

h5p://selnd.com/9nEOR3  

h5p://bit.ly/9DLFnc  

h5p://bit.ly/a23Zsh  

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)  

Tap  bloggers  

•  Buzz  – Reviews  – Event  par+cipa+on  

•  Feedback  – Focus  groups  

•  Insight  

Why  blogs?  

•  First  voice  •  Passion  rather  than  a  profession  •  Trust  •  Ini+ators  •  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  

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

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  

Join  adver4sing  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.  

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  

Designing  a  blog  post  campaign  

•  Objec+ve  •  Type  of  write-­‐up  desired  –  Buzz  – Website  review  –  News  release  

•  Messaging  tone  –  Posi+ve  –  Nega+ve  –  Neutral  

•  Keywords  – Word  or  Phrase  –  url  or  link  

•  Photos  •  Video  •  Amplify  

–  Twi5er  –  Facebook  –  Foursquare  

Measuring  effec+veness  

•  Sales  conversion  –  Click  tracking  –  Coupons    

•  Visits  •  Search  engine  ranking  •  Recommenda+ons  

–  Like  –  Retweet  –  Bookmarks    

•  Conversa+on  generated  –  Comments  

3  Market  Needs  

Low-­‐cost  but  effec+ve  website  Rank  in  search  engines  

Tap  social  media  

Very  few  service  providers……  

Module  2  starts  on  November  6,  2010  

Reserve  your  slot  at  h"p://bit.ly/blogentrep  h"p://digientrepreneur.com  

Thank  you!  

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