Blog  Marke+ng  Panel  h/p://immapsummit.com    

Panelists:  Abe  Olandres  (h/p://yugatech.com)  

Jayvee  Fernandez  (h/p://blogbank.com.ph)  Carlos  Palma  (h/p://nuffnang.com.ph)  

Joey  Alarilla  (h/p://yahoo.com)  Brad  Geiser  (h/p://geisermaclang.com)  

Moderator:  Jane/e  Toral  (h/p://blog4reviews.com)  

Panelist  Introduc+on  &  Insights  

This  presenta+on  has  complete  slides  of  what  panelists  have  provided.  

Key  insights  during  the  discussion  was  also  added.  

About Us

Nuffnang.com is Asia-Pacific’s first and leading Blog Advertising Community.

Our online platform allows advertisers to engage the thousands of local blogs signed up with us in a creative and out-of-the-box manner to get the brands message across.

Malaysia Singapore Philippines Australia

Beyond blog advertising…

We pride ourselves in being a community for bloggers by bloggers.

ASIA NETWORK

TOTAL NUMBER OF NUFFNANG BLOGS 150,000+

PHILIPPINE NETWORK

APPROXIMATE DAILY UNIQUE VISITS 614,000

NUMBER OF NUFFNANG PH BLOGS 9500+

APPROXIMATE MONTHLY PAGE VIEWS 30,000,000

(1,000,000 DAILY)

STATISTICS

Key  insights  

•  Think  of  the  bloggers  as  consumers.  •  Engage  bloggers  on  a  long  term  basis.  

•  Don’t  design  a  campaign  for  bloggers  per  se  but  for  their  readers.  

•  Include  bloggers  on  a  mul+-­‐direc+onal  conversa+on  with  their  readers  (that  will  also  include  the  adver+ser).  

Network  Size:    600++  blogs  

Payout:    PHP  1.6  million  since  March  2008  

Campaign  Types:  Adver<sing  Corporate  Blogs  

Key  insights  

•  Don’t  have  a  clear  cut  objec+ve.  Treat  this  whole  thing  as  new.  

•  Get  to  know  the  bloggers  and  build  rela+onships.    – Behaviors  and  ac+on  speak  louder.  – Get  to  know  them.  What  they  like  and  don’t  like.  

•  AWer  when  you  build  trust  and  get  to  know  them,  that  is  when  you  pitch.  

Blogs as Social Content

Joey Alarilla Head of Social Content

Strategy for Southeast Asia Yahoo! Southeast Asia

Blogging  is  NOT  a  strategy  

•  Blogging  is  part  of  your  company’s  social  content  strategy,  which  must  be  aligned  with  your  business  strategy  

•  Your  company’s  site  is  your  online  home.  Start  conversa+ons  elsewhere,  but  bring  people  back  to  your  site  

•  Engage  readers  when  they  go  to  your  site  •  Build  rela+onships  with  bloggers,  online  and  offline    

Purple  Thumb:  Living  stories  and  ci+zen  journalism  

Created  elec<on  live  blog  to  cover  first  automated  Philippine  elec<ons  and  aggregate  and  curate  social  content    

Linked  TwiGer  to  live  blog  via  #PurpleThumb  hashtag  so  elec<on-­‐related  TwiGer  updates,  whether  from  Yahoo!  team  or  ci<zen  journalists,  would  automa<cally  be  posted  on  live  blog  

Live  blog  and  social  networks  brought  content  to  where  people  are,  and  sent  readers  to  Yahoo  PH  site  

Yahoo  PH  site  showcased  content  from  users  and  encouraged  people  to  par<cipate  in  live  blog  and  social  networks    

Fit  to  Post  blog  network:  Inves+ng  in  bloggers  

Key  insights  

•  Reward  those  who  experiment  with  the  medium.    

•  Blogging  itself  is  not  a  strategy.  It  should  be  align  with  your  business  and  social  media  strategy.  

•  Start  conversa+on  elsewhere  but  always  bring  them  back  to  your  site.  They  must  see  something  on  your  site  that  is  consistent  with  your  campaign  (flashy  or  not).  

•  Build  rela+onships  with  bloggers  if  you  want  to  work  with  them.  

Infectious Ideas!

Strategic  Public  Rela+ons  

Market  Research  

Posi+onal  Advocacy  

Buzz  &  Viral  Ac+va+ons  

Promo+onal  Engagement  

Influencer  Management  

Online  Interven+ons    

Experien+al  Marke+ng  

Issues  &  Crisis  Communica+on  

Media  /  Sales  Trainings  

Stakeholder  Rela+ons  

Community  Rela+ons  

Serves  as  our  Social  Marke+ng  drivers  

TV  

On  Ground  activations  

Print  

Online  

Out-­‐Of-­‐Home  

Retail  Partners  

1st National Thank You Day & National Thank You Day Awards"

BLOGGER ENGAGEMENT1st National Thank You Day & National Thank You Day Awards"

BLOGGER ENGAGEMENTThe 1st BigBite Hotdog Eating Challenge"

I            Crea+ng  a  new  community  of  athletes  

ENGAGEMENT GENERATED The 1st BigBite Hotdog Eating Challenge"

  We  began  to  hear  from  our  customers    Had  new  customers  try  out  the  Big  Bite  Match  combo  just  by  word  of  mouth  ,  from  their  friends  

  Friends  began  linking  blogsites  and  videos  

Over  a  Thousand  Par<cipants  

   1,311  par<cipants         432  contestants  on  the  last  day  

Key  insights  

•  Blog  marke+ng  strategy  needs  to  have  2  elements:  – Made  you  look.  – Made  you  think.  

•  Something  has  to  happen  and  that  is  why  you  need  both.  

•  Otherwise,  they  will  move  on  to  the  next  party.  

1,490  comments  780  re-­‐tweets  40  FB  shares  123  blog  mentions/links  22,085  page  impressions  

Key  insights  •  Go  ver+cal.  There  are  now  thriving  bloggers  in  this  area.  Niche  is  

now  powerful.  •  You  are  not  selling  to  the  blogger.  You  are  selling  to  their  readers.  •  Involve  bloggers  in  the  campaign  design  as  they  will  know  what  

readers  reac+on  will  be.  •  Include  social  media  marke+ng  (Facebook,  Twi/er)  as  metrics  has  

expanded  beyond  page  views,  number  of  links  count.  –  We  now  also  have  Twi/er  retweets  and  Facebook  shares,  like,  among  

others.  •  Include  SEO  in  the  strategy.  Campaigns  can  run  for  a  month  but  

search  effect  can  last  for  years  if  keyword  strategy  is  included.    •  There  are  no  set  standards  at  the  moment.  Do  set  fair  or  

reasonable  expecta+ons.  •  When  possible,  include  email  marke+ng  and  pay-­‐per-­‐click  

campaign.  

Thank  you!  

More  presenta+on  decks  can  be  accessed  at    h/p://slideshare.net/jane/etoral