E-marketing Presentation

Chomthidha WangU4445161

What is a blog

Blogging as a service and experience product

Does the blog provide a continuous service, or individual experiences based on each blog post?

How to use marketing for the creation, communication, delivery and exchange of value with a blog

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A blog can be produced by one author or carried out collaboratively by a community of authors.

Blogs are web sites that contain brief entries displayed inreverse chronological order.

Blog can be updated at anytime

Authoring a blog, maintaining a blog or adding an article to an existing blog is called ‘blogging’.

“blog is whatever you want it to be and look like – it reflect you”

Mary Ann Kajewski, 2007 Emerging technologies changing our service delivery models, Vol. 25 No. 4, 2007 pp. 420-429Nardi, B. & Schiano, D. & Gumbrecht, M and Swartz, L. Why We Blog, COMMUNICATIONS OF THE ACM December 2004/Vol. 47, No. 12

Library Blog Stephens (2006) believes that library blogs can be building

blocks for communicating news and information to young adults users.

Blog as an information service, a library service, feedback tool, and a professional awareness service

Stephens, M. (2006), Weblogs and Libraries, SirsiDynix Institute Video, available at: www. sirsidynixinstitute.com/viewvideo.php?vid ¼ 20060215Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429

Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429

An information service,Use blogs as a library promotional tool

A library service,List new books, videos, CDs, or DVDs as they

are added to the collection.

feedback tool, andBlogs encourage valuable feedback from

readers via the comments link.

A professional awareness serviceUsed as current awareness and professional

aids for librarians to keep up-to-speed in their field.

3 Primary types of blogs (Herring, et al, 2004) Personal journal Filters Knowledge logs

Blogs are personal, representing the interests, opinions and interactions of one blogger.

Blogs are updated regularly with new entries

each entry in a blog has an associated time stamp, unlike regular webpages.

Forming online communities.

Qamra, A. & Tseng , B. and Chang, E., 2006, Mining Blog Stories Using Community-Based and Temporal Clustering, CIKM’06, November 5–11, 2006.Herring, S., Scheidt, L., Bonus, S. and Wright, E. Bridging the gap: A genre analysis of weblogs. Proceedings 37th Annual HICSS Conference, 2004. Big Island, Hawaii.

Bloggers blogged in order to: (Nardi, et al, 2004)

Update others on activities and whereabouts

Express opinions to influence others

Seek others’ opinions and feedback

“Think by writing”

Release emotional tension

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Nardi, B. & Schiano, D. and Gumbrecht, M., 2004, Blogging as Social Activity, or, Would You Let 900 Million People Read Your

Diary?, CSCW’04, November 6–10, 2004

: Why readers unsubscribe from your blog (Rowsee, 2007) #1 Too many posts #2 Infrequent Posting #3 Partial Excerpts Feeds #4 Blog Changes Focus #5 Too many posts that people see

elsewhere

Source: Rowsee, D., 2007, Pro Blogger, 34 reasons why readers unsubscribe from your blog

How to connect to the

audiences???

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

InvestGet involved.

Listenlistening and facilitating.

CultivateAsk their opinions.

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Findspeak up.

WriteBe true to yourself.

ExperimentExperiment—just do it consistently.

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Seevision is everything.

Communicateclear and articulate.

Vision is not visionarykeep your eyes on the road.

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Frameseek the opinions of others.

ShareIf you know something, share it.

ServeYou are in the service industry.

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available athttp://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Sources: Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at

http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

References Agarwal, N. & Liu, H. & Tang, L. and Yu, P., 2008, Identifying the Influential Bloggers in a Community,

WSDM’08, Febr uar y 11–12

Armano, D., 2007, Conversation by design: creating an effective + unique blog experience, [online] available at: http://s3.amazonaws.com/ppt-download/conversation-by-design-15335.pdf?Signature=4r%2Fy5fHiqxueHd5KLjtcfNdSirk%3D&Expires=1211469191&AWSAccessKeyId=1Z5T9H8PQ39V6F79V8G2

Baumer, E. & Sueyoshi, M. and Tomlinson, B., 2008, Exploring the Role of the Reader in the Activity of Blogging, CHI 2008, April 5–10, Florence, Italy.

Herring, S., Scheidt, L., Bonus, S. and Wright, E. Bridging, 2004, the gap: A genre analysis of weblogs. Proceedings 37th Annual HICSS Conference. Big Island, Hawaii.

Kajewski, M.A., 2007, Emerging technologies changing our service delivery models, The Electronic Library, Vol. 25 No. 4, 2007, pp. 420-429

Lovelock C. 2004 Services Marketing 3rd edition an Asia-pacific and Australian Perspective, Prentice Hall, Australia

Nardi, B. & Schiano, D. and Gumbrecht, M., 2004, Blogging as Social Activity, or, Would You Let 900 Million People Read Your Diary?, CSCW’04, November 6–10, 2004

Nardi, B. & Schiano, D. & Gumbrecht, M and Swartz, L. Why We Blog, COMMUNICATIONS OF THE ACM December 2004/Vol. 47, No. 12

Rowsee, D., 2007, Pro Blogger, 34 reasons why readers unsubscribe from your blog [online] availble at: http://www.problogger.net/archives/2007/03/01/34-reasons-why-readers-unsubscribe-from-your-blog/

Qamra, A. & Tseng , B. and Chang, E., 2006, Mining Blog Stories Using Community-Based and Temporal Clustering, CIKM’06, November 5–11, 2006.

Background - Michael Sauers msauers