Janette Toral shared her experience and insight on carrying out blog post marketing campaigns at Carlo Ople's Internet and Social Media Marketing for Filipino Marketers and Entrepreneurs (http://bit.ly/9JHjzK) last July 9, 2010 at Oakwood Ortigas Center, Pasig City. As most participants are SMEs, topic was presented in the most newbie format as possible. Other examples were shown online during class and not included in the slide show.

1. 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

6. 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)

7. 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

8. 1st
place:
Mommy
Talks
by
Precious
Bahin/ng
h"p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html

9. 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

11. 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

12. Designing
a
blog
post
campaign
• Objec/ve
• Keywords
• Type
of
write-­‐up
– Word
or
Phrase
desired
– url
or
link
– Buzz
• Photos
– Website
review
– News
release
• Video
• Messaging
tone
• Amplify
– Posi/ve
– Twi4er
– Nega/ve
– Facebook
– Neutral
– Foursquare

13. Effec/veness
Web
2.0
• Search
• Talk
or
Write
• Share

16. h4p://developers.facebook.com/plugins

18. Measuring
effec/veness
• Sales
conversion
– Click
tracking
– Coupons
• Visits
• Search
engine
ranking
• Recommenda/ons
– Like
– Retweet
– Bookmarks
• Conversa/on
generated
– Comments

20. 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)

21. Thank
you!
h4p://www.bloggingfromhome.com
h4p://www.e-­‐commercephilippines.com
h4p://www.blog4reviews.com
h4p://www.searchprofileindex.com