Panelist introduction and insight noted at the Blog Marketing Panel from resource persons Abe Olandres (http://yugatech.com), Jayvee Fernandez (http://blogbank.com.ph), Carlos Palma (http://nuffnang.com.ph), Joey Alarilla (http://yahoo.com), and Brad Geiser (http://geisermaclang.com). Panel discussion took place last August 19, 2010 at the Digital Ripple: 4th Internet and Mobile Marketing Summit (http://www.immapsummit.com), SMX Convention, Mall of Asia, Pasay City. #immap

1. 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)

2. Panelist
Introduc+on
&
Insights
This
presenta+on
has
complete
slides
of
what
panelists
have
provided.
Key
insights
during
the
discussion
was
also
added.

3. 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

4. Beyond blog advertising…
We pride ourselves in being a community
for bloggers by bloggers.

5. STATISTICS
PHILIPPINE NETWORK
NUFFNANG PH
NUMBER OF
9500+ BLOGS
APPROXIMATE DAILY
614,000 UNIQUE VISITS
APPROXIMATE MONTHLY
30,000,000 PAGE VIEWS
(1,000,000 DAILY)
ASIA NETWORK
TOTAL NUMBER OF NUFFNANG
150,000+ BLOGS

6. 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).

8. Network
Size:
600++
blogs
Payout:
PHP
1.6
million
since
March
2008
Campaign
Types:
Adver<sing
Corporate
Blogs

11. 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.

12. Blogs as Social Content
Joey Alarilla
Head of Social Content
Strategy for Southeast Asia
Yahoo! Southeast Asia

13. 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

14. 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

15. Fit
to
Post
blog
network:
Inves+ng
in
bloggers

16. 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.

17. Infectious Ideas!

18. Strategic
Public
Online
Community
Rela+ons
Interven+ons
Rela+ons
Buzz
&
Viral
Promo+onal
Ac+va+ons
Market
Research
Engagement
Posi+onal
Experien+al
Influencer
Advocacy
Marke+ng
Management
Stakeholder
Media
/
Sales
Issues
&
Crisis
Rela+ons
Trainings
Communica+on
Serves
as
our
Social
Marke+ng
drivers

19. 1st National Thank You Day & National Thank You Day Awards"
Print
TV
On
Ground
activations
Online
Retail
Partners
Out-­‐Of-­‐Home

20. BLOGGER ENGAGEMENT
1st National Thank You Day & National Thank You Day Awards"

21. BLOGGER ENGAGEMENT
The 1st BigBite Hotdog Eating Challenge"

22. I
Crea+ng
a
new
community
of
athletes

23. 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

24. Over
a
Thousand
Par<cipants

1,311
par<cipants

432
contestants
on
the
last
day

25. 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.

26. 1,490
comments
780
re-­‐tweets
40
FB
shares
123
blog
mentions/links
22,085
page
impressions

27. 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.

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