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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
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
Jonathan Schwartz, President, Sun Microsystems
http://blogs.sun.com/jonathan/

Technology, Competition

October

© Scenario

3
Bob Lutz , Vice Chairman, GM + Others
http://fastlane.gmblogs.com/

GM initiatives and other asides

October

© Scenario

4
Others, like Microsoft
have even used their
employees’ blogs to give it
a human face and soften
its image.

October

© Scenario

5
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
Isn’t this corporate
blogging?

Yes, and can benefit an
organisation in many
ways, depending on the
need & situation.

October

© Scenario

7
What about using blogs
for marketing?

Many companies are
already using them
successfully as
marketing tool for their
brands.

October

© Scenario

8
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
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
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
And it doesn’t impact high-involvement products only

October

© Scenario

12
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
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
Nokia connected: Word of mouth sells

When did you last
buy anything
because the media
said so?
Word of mouth
sells.

October

© Scenario

15
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
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
Enablements

RSS
Podcasts
Video
Mobile
October

© Scenario

18
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
This one is interesting
I think.

October

© Scenario

20
Travel blog contest outreach

October

© Scenario

21
Map of connections on a social networking site

October 2006

© Scenario Communication Partners 2006

22
So, where do I begin?

October

© Scenario

23
Jump in? Or…follow a method?

Strategic
Approach

October

© Scenario

24

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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