Seihaku’s Blogmarketing Bible

Generally, in most cases website is already set up and at the same time, shopping mall is opened to develop Internet marketing, occasionally adding advertising banners in search engines and portal sites during events or promotions. Corporates are in necessity of introducing blogs into marketing today. Why? Aren’t the two tools, website and shopping mall, enough?

Management, who believed that they just had to open websites in order to get many netizen visitors to click are experiencing utter failure of their expectations. What is the reason? In Web 1.0, contents of websites provided adequate value, but in Web 2.0, unilateral contents of homepages fail to establish a value, even worse, unreliable.

Customers who wanted to find objective information on the product fast learned that the information on websites weren’t any different form that of the catalogs, and have experienced activity restrictions by the site managers so these customers have grown to express their strong opinions on other outside public bulletin boards such as dcinside

Eventually, a corporate focused contents on websites have been maintained without any readers and corporates have somewhat given up on fundamentally drawing more people to collect customer interests by spending enormous budget to bring about a change. Events and promotions can stir temporary interests but it alone cannot realistically resolve the fundamental problem the lies beneath.

In the end, management strongly feels a need for an alternative to a homepage which is limited. Would like to see the same contents everyday? Why do you think the news contents of portal sites are placed in the most important location?

Going right to the conclusion, websites cannot overcome its current extent due to the limitation of being used as a official medium of the corporate. Consequently, it must used as an official channel like existence, symbol and just cause the reason marketing is omitted here is that in the process of advertising website contents through events and promotions, it must utilize banner ads or overture ads in portals to be exposed to netizens.

In order words, search engine results can be optimized as the marketing expense is reduced by continuously creating and posting contents with various ads and marketing materials on individual blogs. Of course, it would be best if banner ads of portal sites and blog contents advertising go hand in hand.

In conclusion, the corporate on-line system must form a triangle system of website, blog and shopping mall as the final destination, and in this process draw continuous customer interest equipped with independent utilities if a competing firm’s product is exposed in a Internet search result, now is the time to move. Customers are bound to be interested in a carefully created contents, in a sense that they can’t experience the product they are comparing. Remember that the importance of contents is incomparable to anything.

Let’s take a look at the Naver’s user agreement (as of June 16th, 2007).

Section 8 (User postings)

1. All postings uploaded by users including: articles, photos, various files and links replies to other people’s blog, and articles posted on blog management bulletin boards.
2. All damages and problems cause due to the information uploaded by users are sole reliability of users themselves and company is not liable, unless done on purpose.
3. User may not post any contents that violates public discipline, good morals or manners; copyright laws or are a violation of privacy. Any consequences thereof due to such violation is solely liability of the user.
4. Company may delete, move or deny any posting or data without prior consent if deemed in violation of blog service administration.

1. Contents that are a defamation, desecration to other user or third party.
2. Posting of contents that violates public discipline, good morals or manners; information leading to sexual contents, such as posting shapes, figures, sounds, or movies or links leading to it.
3. Private political opinions or religious views that are deemed unsuitable to the service offered by the company.
4. Contents that promote illegal copies or hacking.
5. Contents that are of commercial nature for profit making.
6. Contents objectively related to crime.
7. Contents violating other user or third party’s privacy or copyrights.
8. Contents that are against the set policy by the company or the bulletin nature.
9. Contents that violates other related governing laws.

Section 9 (Copyright regarding posts)

1. Copyrights and intellectual ownership of all contents created by the company belongs to the company. Any company created contents in the process of user’s usage of company services cannot be used in profit making or transferred to third party by means of copy, transfer, publication, distribution and so on.
2. Copyrights to the created posts goes to the corresponding user creator.
3. Company may copy, display, transmit or distribute user created contents within Naver service, without prior consent by the user for the purpose of managing, displaying, transmit distribution and marketing, within the boundaries of related copyright law. Minimal necessary editing can be performed for the use in quotation or marketing.
4. If a company wants to use the user created contents in any other means posted on clause 3 of the same article, companies must obtain prior user consent through telephone, fax or email.
5. If a user canceled his membership, all posts recorded in the accounts are deleted, except for postings that have been scrapped by other users.
6. When an objection is presented in conjunction with a copyright violation, defamation, or sexual obscenity; company may temporarily delete the related post and may only re-post the relating article only when the legal issues have been resolved between the related parties and the company has been submitted a petition.

---

The article 3 in Section 8 seems like a very irrational clause. Freedom in expressing political and religious option is a basic right of a democratic society, yet it is a misjudgment on naver’s side to post such a clause in stating that they can delete contents of such nature.The clause to look closely is the clause 5 of article 4 in section 8. For advertising, it is an obvious agreement considering the aspect of contents quality but it can be very ambiguous as th what is a commercial usage. Eventually, Naver will sort contents into commerical and non-commerical, utterly segregating commercialism, bares its intention of absorbing any commercial contents into their advertising contents. It is predictable that other portals will likely to follow this type of strategy, and in this point of view, blog contents strategy must be that of non-commercial marketing.The clause 7 of article 4 in section 8 will be a delightful clause to contents creators. So far, the emphasis was on contents themselves, regardless of scraps. But from now on, by specifying its creator along with the contents, contents creator’s brand and blogs of original creator will rise together. Eventually, in future, they’ll be able to distinguish between scrapped contents from the original contents through filtering of search engines; and this will make the value creators shine even more.Article 2 of Section 9 notifies that the blogger owns the copyrigh but the article 3, right below it, seems quite risky. In other words, it states that Naver can make use of blogger’s contents without any limitations, including content edits, under the condition that they provide the blog space and exposure to search engines for free. If so, copyright is no more than a scarecrow, and legally stated copyright laws have no meaning.

Then how should a blog marketer respond?
Copyright law is currently progressing and there’s a room for new changes once the FTA is adopted. Even so, creating new contents is important rather than scrapping and there is a need to create a defensive network of blogs that goes beyond the boundaries of portal sites such as Naver or other search engines.

Surviving in a conflict versus a mega portal like ‘Naver’ in a realistic sense; and to avoid being deleted of entire contents in an account cancellation as mentioned in article 5 of section 9, you would need a backup blog to say the least. Making a legal reference standard at this point, where the blog copyrights have gone extreme, has no real meaning so rather than focusing on the copyrights, the branding strategy of blogs is ideal in regards to notify that copyrights belong to contents creators.

Rather than declaring a war with Naver or other portal in Korean market, seek to coexist and position yourselves in a niche market where the portals cannot infringe upon. This will secure your perpetuation to maintain your value and become a strength for you to develop.

Copyright: Now is a time to be smart, not to use it against the portals.

The orgasm of blog marketing is not in trolling, but in the truth through participation!

What would be the biggest role of blog marketing? Looking at only the search engine results, a simple trolling blog contents seem important, but it actually isn’t in reality. Torlling will be used in many platforms of the Internet by numerous netizens in the coming days and also its range will broaden. Trolling will combine with advertising, to be exposed to many customers and most customers will eventually turn away from advertising trolls.

Trolling will proceed actively on bulletin boards or community where there’s a log of people, instead of individual blogs, and they will consequently follow the process of being scrapped to a portal site or new site.

But, blog platforms do not go along with trolling because it can’t remain anonymous in its process of trolling. Blog isn’t suitable for trolling because it relatively has less number of fish (participating figures) when compared with bulletin boards or communities, and most of all, blog comprises of a system that shows value based on truth accumulated so it isn’t a good system to troll unless it is a corporate blogs or group blogs.

The value of blog lies in its truth. And in this basis, a quality of a blogger will be assessed and in long run, blog will replace communities and bulletin boards as an alternative, in purification process. Indeed, the process of trolling on bulletin boards or communities to lure them to the blog won’t be an unusual thing.

In other words, it is okay to remain anonymous and troll in a community, but in blogs, you naturally info the visitors of personal brands, therefore you reach a conclusion that the most effective method is to remain truthful in contents.

Eventually, bloggers who have been quitely creating valuable contents all these years, will get to meet more netizens with the help of search engines: and search engines, with the help of filtering, will provide more quality search results by decreasing its search percentages on contents.

Pay attention to how the restrictions on advertising contents by portals or search engines will grow even stronger. This is because they can only manage banner ads or overture ads when they restrict the advertising contents. The standard of multimeda contents exposure should be viewed from this point of view. (This is very important, so we will discuss more later)

Anyhow, using blog as a tool for trolling is a short sighed approach and a risky idea. Concentrate on blog contents that can sustain its truth if you want to do blog marketing.