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1、国外国外PPTPPT典范典范-brand-brand blog 101 blog 101(NXPowerLite)(NXPowerLite)Brand Blogging 101Writing for the InternetThe blogosphere:Your New UniverseBubble 2.0?.an increasing number of companies have come to see them blogs as the next great public relations vehiclea way for executives to demonstrate the
2、ir casual,interactive side.More PR Than No-Holds-Barred on Bosses,Corporate Blogs-Amy Joyce,Staff Writer,Washington Post,Saturday March 19,2005Setting up a Web 2.0 blogAgendaHow did these blogs become“A”blogs?Branded Content NichesPolitics=TPM,Daily KosCelebrity Gossip=GawkerTech=EngadgetBrand Blogg
3、ing 101The“A-List of Blegos”Using Web 2.0 Media(the blogosphere)to market your writing,photography and other creative or artistic workBrand Blogging 101Action plans,tips and strategies for not only getting your freelance work seen online,but marketed(linked to,connected with and reinforced)by utiliz
4、ing new Web 2.0 media vehiclesBrand Blogging 101Writing for the InternetWho WE areWe are the long tailWho We AreContent Developers-Copywriters-Writers-Authors-Bloggers-Publishers-Public Relations ProfessionalsCreativesPhotographersDesignersWeb DesignersArtistsEvangelistsWe are MarketersWho We AreCOL
5、ONIZING THE BLOGOSPHEREWe are voyagers on the star ship enterprise set out to explore the blogosphere to colonize and propagate our ideas,our writing,our photography.We are MarketersWho We AreOUR PROBLEMS-freelance writer turned down from the New York Times for that article idea-book writer turned d
6、own by a publishing agent-Op/Ed opinion letter writer said no to by Varietys Opinion&Editorial pages-copywriter whose direct mail messages were declined by the client-a well-known photographer whose work isnt being purchased by magazinesWho We AreOUR GOALIdeal scenario:Starting a company in a spare
7、bedroom,outsourcing programming to some low wage foreign company,getting content from users and then having users organize the content by tagging,pocketing money from Google by placing ads on the site and finally selling your company to Yahoo.Writing for the InternetWhy WE are here today in this sem
8、inarA blog is not a noun,its a verbTo build a Web 2.0 strategy by.1.developing sell-able content or creative2.putting up a blog(the center or our new universe)3.syndicating the blog/drive traffic to it4.monetizing the blog(get an ROI from advertisers,consumers)Why did we come here today?We Are Here
9、to Improve This ModelPodcastsTrackbacksWidgetsCommentsPostsEmailNewsletterRSSFeedFlickrBLOG+=ROI=Return On Investment(the core of brand blogging)bloggingstrategymoneyfameOur Web Strategy+=ROB=Return On Blogging(the core of brand blogging)bloggingstrategymoneyfameOur Web StrategyWhat is our personal
10、investment?-time-effort-opportunity costsOur Web StrategyOur ROI&ROB=-sell our work-(sales leads)-fame become known as expert for something-income make some extra moneyOur Web StrategyBrand Blogging 101The blog is the center of our new universeOur blog is our marketing tool to advance our careersBra
11、nd Blogging 101The blog is the center of our new universeOur blog is our marketing tool to advance our careersBrand Blogging 101We develop online relationships in the blogosphere to continually drive traffic to our blog,the center of our new universeBrand Blogging 101We develop online relationships
12、in the blogosphere to continually drive traffic to our blog,the center of our new universeWe are hereWe want to be hereBrand Blogging 101The A List is teensy,the B list is bigger,and theC-list is simply massive.In the blogosphere,the biggest audiences and the ad revenue theybring go to a small elite
13、 few.Most bloggerstoil in total obscurity.-Clive Thompson“The Blog Establishment”-New YorkerWe are hereWe want to be hereBRAND BLOGGING 101Writing for the InternetQuestions we will answer today:Brand Blogging 101What is the blogosphere and Web 2.0?How is blogging and Web 2.0 different than tradition
14、al“paid”online media?Why did I come here today?How am I going to use Web 2.0?How much will it cost me?What are the pros of blogging?The cons?What are some low-cost strategies and ideas to market my creative work?Brand Blogging 101What are the 10 keys to setting up a blog that sells?What can Web 2.0
15、do for me?How can I develop a Web 2.0 strategy for myself?What is a Web 2.0 strategy?Is it a“blog business model”?How can I use paid and earned media to promote my blog and my brand?Brand Blogging 101How do I design my blog to present my work well and keep my visitors coming back for more?How can I
16、drive my content,photography or video deep into the blogosphere?What is the blogosphere,exactly?How can I create content that drives conversation?How do I start a virtual community?Brand Blogging 101How can I monitor what people are saying about me and my work in the blogosphere?What is tagging?How
17、can tagging be branding?How do I measure the viewership of my blog?How can I monetize my blog content or photography(e.g.sell my traffic to advertisers)?How can I make my blog into a book or business model?Brand Blogging 101What are the best ways to build blog traffic quickly?How can I increase inte
18、rest in my creative work,photography or service,and improve my bottom-line results?(I want sales leads!)Writing for the InternetWhat is a brand?What is a brand?brand Audio pronunciation of brand(P)Pronunciation Key (brnd)n.1.A trademark or distinctive name identifying a product or a manufacturer.2.A
19、 product line so identified:a popular brand of soap.A copyrighted,controlled label.3.A mark indicating identity or ownership,burned on the hide of an animal with a hot iron.4.A consistent message people want to come back to and have a relationship with.Our 2.0 StrategyPodcastsTrackbacksWidgetsCommen
20、tsPostsEmailNewsletterRSSFeedFlickrBRANDWhy Brand Blogging?Why brand and blog?The Old Web was about paid media and one-way brand message control.Web 2.0 is about participation and true interactive dialogue.Web 2.0/blogs now allow people to engage with you.Thus we will take advantage of the blogosphe
21、re to engage with other using the blog vehicle to syndicate our work online.But,we also attempt to brand our work(claim ownership of our work,get credit for it,obtain an ROL).Thus,we Brand BlogWhy Brand Blogging?Brand Blogging-Brand blogging is using paid and earned media to market your creative wor
22、k online using Web 2.0 media vehicles-Brand blogging is about keeping your earned and paid media efforts consistent with each otherWhy Brand Blogging Is Important?Marketing has moved from push to pullIn a pull marketing environment,branded content and consistent messaging becomes more important Writ
23、ing for the InternetPaid Vs.Earned MediaWriting for the InternetMonetizing Your Blog=Paid MediaPAID MEDIAPaid Vs.Earned Media Paid Media(immediate,cost effective)SEM=Search Engine MarketingBanner Advertising(Brand Advertising)Earned Media(cheap,time consuming)Blogging,Web 2.0 media vehiclesSEO=Searc
24、h Engine OptimizationSocial NetworkingPublic RelationsOur 2.0 StrategyPodcastsTrackbacksWidgetsCommentsPostsEmailNewsletterRSSFeedFlickrBLOGSearch Engine MarketingEvery time you type a search query into Google,whats happening under the hood is the equivalent of a massive polling operation to see whi
25、ch other sites people on the Web have deemed most relevant to that term.Search Engine MarketingGoogle AdSense fro Content-logged into a web based console and the system helped me pick the types of ads I wanted to display and even helped generate the code to insert into my pages so the ads matched th
26、e same font and background color of the site.All in all it took me about 15 minutes to sign in,generate the code and paste it onto my page template.Now,every page on this site has Google Ads displayed.And the great part is the ads are related to the content of the pages.Who We AreMonetizing Your Blo
27、g TrafficSearch Engine MarketingGoogle AdSense for Search-Google search box which youd place on your site that searches Google and returns Google results.For these searches you can earn money as well.Google even allows you to customize the search box by changing the colors to match your site and eve
28、n insert your own logo if youd like.Then,when youve added this feature to your site,your visitors will be able to search Google or search your site and,as I mentioned,if they select an ad you get a cut of that money.You can even find out what phrases people were searching for.Search Engine Marketing
29、Google AdWordsMonetizing Your Blog Traffic for BrandsYour Blog$10-$30Huffington Post$5150,000TPM6,513Instapundit11,182Daily Kos4,760$1M-$2M$6-$10200,000GawkerInbound LinksAnnual IncomeCPMPage ViewsAdvertising RatesAd Sales Media PricingCPM=COST PER THOUSAND=Favorite of Brand AdvertisersCPC=COST PER
30、CLICK=Favorite or Search Engine Marketers and Media PlannersCPA=COST PER ACQUISITION=Favorite of Direct Marketers/Direct ResponseIts not just for the fun of itThere are lots of ways to make money:Yahoo!GoogleAmazoneBayIndustryBrainsKanoodleBlog Ad NetworksBlogAdsThe Liberal Blog Ad NetworkAdvertiser
31、s Seek Targeted Information SeekersAdvertisers Seek Targeted Information SeekersAdvertisers seek:-niche content-good writing-a communityAdvertisers Seek Targeted Information SeekersAdvertisers seek:-niche content-good writing-a communityWriting for the InternetMonetizing Your Blog TrafficWriting for
32、 the InternetBlogging=Earned MediaEARNEDMEDIAWriting for the InternetThe Old Web:Web 1.0The Old WebThe old web was a static and controlled environment for marketers-brochure wear-oneway marketingSetting Up Your Blog.Writing for the InternetThe New Web=The Blogosphere=Web 2.0=The New FrontierThe New
33、WebThe Web 2.0 brandIn Web 2.0,the definition of a brand changes.A brand needs a Web 2.0 strategy to survive online in the new Web 2.0 world.1 way marketing=2 way marketing=Web 2.0 is the Web as platform.The Web is no longer limited to the PC platform.The term Web 2.0 refers to what some people see
34、as a second phase of development of the World Wide Web,including its architecture and its applications.A social phenomenon referring to an approach to creating and distributing Web content itself,characterized by open communication,decentralization of authority,freedom to share and re-use.The Web 2.
35、0 Marketing OpportunityTo Boldly Go Where No Marketer Has Gone BeforeWriting for the InternetBrand Blogging 101The blog is the center of our new universeBrand Blogging 101We develop online linking relationships with other blogs to drive incoming Web traffic to our blog,the center of our new universe
36、What is Web 2.0You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles,at a varying distance from that core.Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide
37、Web from a collection of websites to a full-fledged computing platform serving web applications to end users.Ultimately Web 2.0 services are expected to replace desktop computing applications for many purposes.“The network as a platform”:Tim OReilly“An architecture of participation”:Tim OReillyCompu
38、ting platform,social phenomenon,and economic boom:Wikipedia“Web 1.0 was commerce,Web 2.0 is people”:Ross Mayfield“Its like your brain on LSD”:The RegisterWeb 2.0=Two-Way Brand MarketingBlogging:Most Recognized Example of Web 2.0The blog is our launch padDifferences Between Web 1.0 and 2.0Micro-aggre
39、gationPortals,commercial aggregatorsInformation aggregationMachines talk to machinesPeople talk to peoplePeople talk to machinesCommunicationsPublish and subscribeSearch,browseInformation discoveryRelationshipsTransactionalInformation retrievalBottom upTop downGovernanceWeb 2.0Web 1.0Differences Bet
40、ween Web 1.0 and 2.0Conversational,viral,personalPush,contextualMarketing,sellingContent authorsPublishers,aggregatorsContent controlTagged objectsDocuments,pagesContent structureAjax,RSS,MySQL,LAMP,PHP,XML,XqueryHTML,Solaris,Oracle DB,WebLogic,SQLTechnologyOpen,standards-basedClosed,proprietaryAppl
41、icationsWeb 2.0Web 1.0Web 2.0 Is an Evolutionary StageSource:www.talkorigins.orgWhy Web 2.0 Is HappeningWeb 2.0Convergence of individual traits,social and technological forcesCycles of Disruptive Technologies1544198219911996Web services2000The Web2003Online DatabasesCD-ROM1972Ajax2005Web as a Platfo
42、rmHelping each other buy thingsOrganizing ways to get togetherSharing opinions with each otherRating each otherWeb 1.0 Vs Web 2.0Search Engine OptimizationDomain Name SpeculationUpcoming.org/EVDBeViteBlogsPersonal Websites WikipediaBritannica OnlineNapsterMBitTorrentAkamaiFlickrOfotoGoogle AdSenseDo
43、ubleClickWeb 1.0 Vs Web 2.0SyndicationStickinessTagging(Folksonomy)Directories(taxonomy)Wiki/TwikiContent Management SystemsParticipationPublishingWeb ServicesScreen ScrapingCost per ClickPage ViewsWeb 2.0 Will Mean Changes for MarketersMore users are connecting to each other and content through net
44、worked,peer-driven activities&contentLinkedin now has service referrals as part of their package“Non-compliant”content wont fit into the flow as readilyWeb 2.0 is truly two-wayMarketers need to be very willing to“listen”and“receive information”more than to just broadcast itUser-generated content may
45、 be more valuable to users than your content(are you allowing your users the opportunity to generate their own content?)Adoption and ROI will drive investments in online advertisingFame?Money?Traffic?Ad dollars?Everyone Owns Web 2.0The Web of relationshipsThe“publish and subscribe”WebPersonal knowle
46、dge networksThe Web of empowermentEveryone gets to playNo one owns it;everyone owns itThe Web as a platformPlatform for open,standards-based applicationsPlatform for new development and mash-upsEveryone Owns Web 2.0Q:If everyone owns it,how do we monetize it?A:We brand blog.(We tag everything and dr
47、ive traffic back to our blog.)Web 2.0s Great IdeaThe test of innovation lies not in its novelty,its scientific content,or its cleverness.It lies in its success in the marketplace.-Peter DruckerA Whole Bunch of New Jargon to LearnRSSAjaxRuby on RailsAtomSOAXMLUDDIWSDLMash-upsFolksonomiesBlogsWikisPod
48、castingSplogRESTRDFSOAPOWLSAMLLAMPOntologiesRe-mixTopic mapsConcept mappingRubyFlexP2PBlogosphereV-castingPHPGet Me to“Stuff”That I WantLink Me to Other“Stuff”I Might WantDont Tell Me How to Find ItLet Me Decide How to Use ItAnd Lets Be Quick About It,PleaseThe Rich User ExperienceBias of Web 2.0Bia
49、s Towards an Intelligent UserSpecific Information Goal Knowledge of Where to StartSpecific Fulfilment OutcomesBias Also Towards“Current”UsersExpected Level of SophisticationExpected Level of VocabularyCultural ExpectationsBrand Blogging 101What is the blogosphere and Web 2.0?How is blogging and Web
50、2.0 different than traditional“paid”online media?Why did I come here today?How am I going to use Web 2.0?How much will it cost me?What are the pros of blogging?The cons?What are some low-cost strategies and ideas to market my creative work?User Experience&Brand IntegrationAs websites and blogs move