Lessons learned in designing and implemen/ng a blog post campaign
Jane4e Toral h4p://www.bloggingfromhome.com
h4p://www.e-‐commercephilippines.com h4p://www.blog4reviews.com
h4p://www.searchprofileindex.com
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)
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
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: ge^ng 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
– Twi4er – Facebook – Foursquare
Effec/veness Web 2.0
• Search • Talk or Write
• Share
h4p://developers.facebook.com/plugins
Measuring effec/veness
• Sales conversion – Click tracking – Coupons
• Visits • Search engine ranking • Recommenda/ons
– Like – Retweet – Bookmarks
• Conversa/on generated – Comments
Lessons learned
• Not a one /me effort – Web presence and compe//on tracking (monthly if possible)
– On our end, this gave birth to h4p://www.searchprofileindex.com
• Be real – not canned • Experiment (TEFCAS by Tony Buzan – refer to slide 19)
Thank you!
h4p://www.bloggingfromhome.com h4p://www.e-‐commercephilippines.com
h4p://www.blog4reviews.com h4p://www.searchprofileindex.com