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Mairead Duffy

on 28 August 2014

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Transcript of Blogging

What is a blog?
Personal blogs
Genre blogs
Satirical blogs
Corporate blogs
"You all is haters tymes 4. Dis is lee-git. Don't know why youse thinks this is a schill. Are site was registered through an external provider. We don't work for sony. And for all you dissin' my skillz I'm down for a one on one rap off or settling it street stylez if you feel me playa. Teh. I own a Nintendo DS and I love it. I would still like a PSP for shizzle. But the DS is just as solid."
All I want for Christmas is a PSP
In 2006 Sony & Zipatoni set up a flog to promote PSP
A word of warning...
Bad Blogging
Where does blogging fit into a marketing context?
Flickr- Sometimes We Suck
Good content
Regular blogs
Use own voice

Good Blogging
Why Blog?
What's the point?
Reasons to Blog:
Express your Thoughts and Opinions
Market and Promote Something
Establish Yourself as an Expert
Stay Active or Knowledgeable in a Field or Topic
Make Money!
Give your company a voice!
(It's free!)
The Importance of "WHO"
Who Should Blog
People who want to express thoughts/opinions
People who want to market or promote something
People who want to help others (parenting blogs, health blogs, etc.)
People who want to establish expertise
People who want to make money
When to blog
Who is the Audience?
According to the 2011 eMarketer Report, the US alone has 122 million people reading blogs... More than half of all internet users! (and some estimate it to be even higher)
Average blog reader is 41 years old (median age is 38)
In a study (using Technorati Top Blogs) of 80 blogs- 59 were make dominated, 11 were female dominated
Hollywoed Life- 63% female
Android Authority- 70% male
Conclusion? Among the world's top blogs, there is something for everyone.
Types of Blogs and Who Reads Them...
How-to, tips, and reviews
• Bloggers with a captive and emotionally invested audience can use their influence to convince others about the pros and cons of certain products and

• This can be done as a hobby, without any sign of financial backing from companies wanting to appear on blog e.g. Girl Eats Dublin.

• Word of Mouth Marketing (WOMM) has been used by marketers for many years but the introduction of the internet has made this tool even more powerful.

A blog’s WOMM value is based on how many followers they have, how many people comment on their posts and how regularly they post.
• Blogs are a good way for companies to reach their target audience online by approaching relevant blogs for WOMM e.g. restaurants on a food-blog, mobile phones on a tech-blog.

• By “gifting” products to bloggers in exchange for a review of the product,
companies can market their product to their target audience in a very cost effective way.

• Blogs can also be used for people to market themselves, e.g. Diablo Cody, award-winning screenwriter of “Juno”, originally wrote a blog about being a
stripper before being spotted by a literary agent.
• WOMM is probably most appropriate for Consumer to Consumer businesses, blogging being a very popular example of this.

• Payperpost.com is a way marketers have taken WOMM to advertise their products online through the medium of blogs. E.g. perezhilton.com

• Blogs can interlink with social media – Facebook, Twitter, Tumblr etc. as a means of promotion.

• Blogs run by businesses can also work as a marketing tool in a Consumer to Business context, by having consumers comment, review and asks questions about their product/service online.
How often?
(Within reason)
3-5 times a day
maximum growth
Even I have a blog
(HubSpot Science of Blogging 2010)
46% of people read blogs more than once a day.
Maireád Duffy
Siobhán Keenan
Niamh Callaghan
Conor Donaghey
Darragh O’Connor
Mariana Tomanova
92% of companies who blogged multiple times a day acquired a customer through their blog.
(HubSpot State of Inbound Marketing, 2012)
There are 31% more bloggers today than there were three years ago.
(eMarketer, August 2010)
Blogs are a cost-effective marketing investment.
Bottom line
Get an insight into your audience
Blog analytics allow you to track readers, click-throughs, popular topics, shares and comments.
Share company initiatives beyond your website
Create a place to talk about new products and services
Create a two-way conversation with customers, prospects and industry peers
No really...
More = Better
When specifically?
Morning = more views
(but more competition)
Evening = less views
(but more visibility)
More prominent companies can afford to blog in the mornings
Less well-known firms
may benefit from waiting
until later to avoid being
What day is best?
Mondays see most traffic
Saturdays are when most comments are written
Men Vs. Women
More men read blogs during the evening/ night
Women prefer mornings
What does this have to do with e-business and marketing?
Everybody blogs
Well, nearly...
"Most corporate blogs fail and very few succeed"-
Boag (2009)
A blog can be an effective way to bridge the space between product and consumer via entertaining and educational content.
A blog is a great tool with which it is possible to express opinions, build a community, connect with others and drive traffic to website.
Steps for Creating A Successful Blog:
1. Understanding goals
2. Knowing audience
3. Writing with readers in mind
4. Being consistent
5. Using marketing tactics to create visibility
Reasons for Building A Community Blog
 --> Increases Blog’s usefulness
 --> Builds social proof
 --> Increases page views
 --> Makes blog more attractive to advertisers
-->Makes blog easier to create and sell products
 -->Creates an army of evangelists (blog readers tries to recruit new readers to grow the community)
 -->Community brings more personal satisfaction to blogging

Strategy for Growing Community on Blog
1. Write in a Conversational Voice
2. Invite Interaction
3. Consider a Dedicated Community Area
4. Use Interactive and Accessible Mediums
5. Run Projects and Challenges
6. Organize Real Life Events
7. Put Readers in the Spotlight
The Costs of Community
1. Takes time
2. Can be an emotional roller-coaster3. Community can be risky

Stages of Building Community on a Blog

- you
-readers and you
- readers engaging with one another
- community evangelist
-- enagagemet

1. Write in a Conversational Voice

Write like you speak

Tell stories

 Use personal language

 Share opinions

2. Invite Interaction

asking specific questions

asking readers to comment

writing posts that are purely questions

setting a challenge

running some polls

telling readers about the community, remind them that they participate

3. Consider a Dedicated Community Area

4. Using Interactive and Accessible Mediums

5. Run Projects and Challenges

6. Real Life Events

7. Put Readers in the Spotlight

- Promoting a comment to a post

- Writing a post about a reader’s blog

- Giving readers an opportunity to promote

- Running a reader poll and highlight answers in a follow up post

- Invite readers to promote their social networks

Conclusion : Blogs are great tool for company marketing!
Thank you for your attention.

Any questions?
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