6 steps process blog marketing is a comprehensive and detailed presentation of the main process how succesfully work with bloggers, including some specifics for Russian market. March 2010.

1. By Thierry Cellerin PM.: tcellerin@vanksen.com M.: +7 985 44 22 544 W.: www.culture-buzz.ru Consumer Engagement Marketing Web 2.0, Social Media, Buzz marketing, E-reputation Monitoring “Truth & Lies About Blog Marketing. 6 Steps Process To Work With Bloggers”

2. Introduction 01Our agencies 2 Website| http://www.BuzzParadise.com Website| http://www.culture-buzz.com BuzzParadise| Buzz Platform & PR 2.0 Vanksen/Culture-Buzz | Buzz Agency Vanksen watch | Buzz Monitoring With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com has become the biggest portal dedicated to word-of-mouth marketing. BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 12 countries. We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.

3. Introduction 02Blogging is not necessarily what you think

4. Introduction 03Worldwide blogosphere trends Blogging is trendy Arianna Huffington 300 millions Blogs worldwide The Huffington Post 1 – 1,5 M visitors /day 28 M unique visitors Blog 1# according to Technorati

5. Introduction 04Emerging Blogosphere in Russia  7,4 M Russian-speaking blogs Some public persons became popular bloggers 

6. Introduction 05Why you should work with bloggers? Bloggers are media Audience Create Content Diffuse

7. Introduction 06Why you should work with bloggers? Bloggers create recommendations Source: Edelman, Trust Barometer Recommendations from friends/family Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio 68% of consumers trust their peers Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100%

8. Introduction 07Why you should work with bloggers? Source : TalkTrack, Keller Fay Group, 2006  Bloggers are speaking about you! Rumors, Opinions, Recommendations, Questions, Deceptions… Kryptonite’s case

9. 6 stepsprocess to workwith bloggers

11. Generate discussions / Word of mouth

12. Brand visibility

13. SEO / Traffic to web site

14. Get users & consumers feedback

16. Page view / month

17. Number of posts

19. Quality and tone of the content

20. Quality of the audience

22. 6 steps process to work with bloggers Step 3. Be Transparent  R.O.I. approach Be honnest in the Relationship Express clearly your goal.Don’t try to lie or trick. Respect bloggers’ Opinion You must accept critics. Don’t try to control bloggers. Transparence of your Identity You must present yourself as a brand. Don’t try undercover marketing. Follow the WOMMA Ethics Code http://www.womma.org

24. High credibility

25. No garantees for results

27. Contrôle of timing

28. Number of viewgaranteed

29. Possible backfire if the approachis not transparent / seen as spam

31. Control of timing

33. 6 steps process to work with bloggers Step 4. Create Engagement  Coco Mademoiselle Perfume Launch (International) Exclusive Content Ego Curiosity

34. 6 steps process to work with bloggers Step 4. Create Engagement  Absolut Vodka Brand Ambassadors (Spain) + + + 57 bloggers (2007) 67 bloggers (2008) 80 bloggers (2009)

35. 6 steps process to work with bloggers Step 4. Create Engagement  Yves Rocher Bloggers recommendations (Russia) Curiosity Exclusivity / Ego Sharing

37. Number of comments

38. Number of Click through

39. …

40. Comments insights

41. Theme discussed

42. E-reputation improvement

44. 6 steps process to work with bloggers Step 6. Follow up  What’s next? Social Media expert Emmanuel Vivier www.emmanuelvivier.com What to do: "Always allow the blogger to be creative and somewhat independent. Bloggers are, by nature, extremely independent; blogs are opinion pieces, when it comes right down to it. Let them express their opinions -- good, bad, or indifferent.” “The post campaign period is important because bloggers can come back to you for more details or questions about your brand / product. Usually bloggers are writing from 1 to 3 weeks after the event. Always make sure to answer questions in an argumented way.” “After a successful campaign with bloggers, keep in touch from time to time with these bloggers, even if you have no campaigns going on. It will allow to show bloggers that you respect them , and will permit to invite them easily to future events.”

45. 6 steps process to work with bloggers Step 6. Follow up  What’s next? Social Media expert Emmanuel Vivier www.emmanuelvivier.com What to avoid doing: “If you've gone to all the trouble to find the right bloggers, sponsor them, and manage your expectations, the quickest way to sabotage your efforts is to not let your bloggers do their thing -- the reason you aligned your brand with them in the first place. Don’t try to get control over their opinions.” “Negative comments never exceed 10% of total comments, but they give credibility to the campaign. If you get bad review or bad comments, try to communicate with the blogger to ask him what he disliked. In any cases, never get angry.”

46. Conclusions

47. 6 steps process to work with bloggers Conclusions What you should remember: 7,4 M Russian-speaking blogs. 23 M people are reading them. Bloggers are media. They create content & recommendations. Bloggers are already speaking about your brand! Set up reasonable and clear objectives. Choose Bloggers wisely. Trust professionals. Adopt a transparent and an ethical approach. Create engagement. Be creative and pertinent. Measure and analyze your results. Follow up and keep in touch.

48. Thank you for your attention For any question please contact: Thierry Cellerin PM.: tcellerin@vanksen.com M.: +798544 22 544 W.: www.vanksen.com W.: www.culture-buzz.ru © 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.