Marketing in the Blogosphere

From The Yaffe Center

This page is under construction

Contents 1 Acknowledgements 2 What is the Blogosphere? 2.1 Who is Blogging 2.2 Segmentation of Bloggers 2.3 Blog Metrics 3 Marketers and Blogs 3.1 Why Marketers Should Advertise with Blogs 3.2 Blog Sponsorship 3.3 Successful Blogosphere Marketing 3.4 ROI of Blogging 3.5 Practices to Avoid 4 Bloggers' Trust Issues 4.1 Credibility 4.2 Transparency 4.3 Influence 5 References

Acknowledgements

This page is largely adapted from "Joining the Conversation: Marketers, Meet the Blogosphere" written by Elizabeth K B Smith as a student at the University of Michigan Stephen M. Ross School of Business.

What is the Blogosphere?

25 million bloggers and 104 million blog readers in the US (eMarketer 2008)

Who is Blogging

Although bloggers themselves may be early adopters, their readership (at 50% of the 200 M US online population) is not necessarily as innovative .

Segmentation of Bloggers

Blog Metrics

Traditional media campaigns favor reach and ad response metrics to determine how successful a campaign was. However, the blogosphere incorporates metrics such as: relevance to readers’/bloggers’ lives and/or content of the blog; trust of the company/brand/product; engagement, and the buzz that the campaign generates (i.e. how many other people have talked about it across the blogosphere including Twitter “Tweets”).

Marketers and Blogs

Why Marketers Should Advertise with Blogs

Blog Sponsorship

Successful Blogosphere Marketing

ROI of Blogging

Practices to Avoid

Bloggers' Trust Issues

Credibility

Transparency

Influence

References

• eMarketer. "Blogs Key for Customer Communication." eMarketer. December 29, 2008. (accessed March 13, 2009).