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