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omy Blog Club, Singapore (Singapore Press Holdings Ltd, Singapore). |
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Project name |
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omy Blog Club
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General Publication Info |
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The omy Blog Club is ran and managed by omy.sg, the leading bilingual-friendly (Chinese and English) web portal in Singapore under the Singapore Press Holdings media group. The portal receives an average of 10 million page views a month and over 550,000 unique visitors in a country with a population of 4.8 million.
omy.sg’s is known in Singapore to both the public and trade partners for its local news, Asian entertainment news, blogs and social media content and community engagement. It was first launched in September 2007 and is currently five years old.
The omy Blog Club has a membership of 3,000 bloggers, mostly from Singapore and the bloggers cover a wide range of topics from tech to fashion to parenting.
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Idea and Implementation of your advertising and/or social commerce project |
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The omy Blog Club (http://blog.omy.sg/blogclub) was set up in 2010 from an incidental database of over 3,000 bloggers omy.sg amassed while running the Singapore Blog Awards (http://sgblogawards.omy.sg), an annual flagship branding campaign to reward independent online opinion leaders and content creators.
With the proliferation of social media usage, advertisers and sponsors were on the hunt for more web engagement and users interaction campaigns, beyond direct banner buys. omy.sg was in the perfect position to capture this new advertising revenue stream with the 3,000 strong database of online opinion leaders, harvested since 2008 from the SBA participants.
The omy Blog Club was set up with immediate key objective of monetising our online community of 3,000 bloggers to explore a new revenue stream for omy.sg. In the long run, the objective is to position omy.sg as a key player in the Singapore social media scene and to become the market leader for social media campaigns locally.
In the very competitive online advertising landscape, omy.sg has to fend off competition from global Internet giants like Facebook and Google. Hyper-local community engagement via the omy Blog Club is a key strength which omy.sg leverages on as a unique selling proposition.
Barrier to entry is strong as Singapore is a small country with even smaller communities. With first mover advantage, having engaged the blogging community since 2008, there is strong loyalty built over time.
The omy Blog Club database is managed internally by omy.sg marketing staff. A sales kit on the omy Blog Club is prepared for an integrated SPH digital ad sales team who sells ads for omy.sg along with other SPH websites. If there are requests to engage the bloggers beyond the usual sales kit arrangement, omy.sg marketing staff will coordinate with the sales team and client to come up with customised blog/social media packages to push sales.
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Project results and results monitoring |
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Revenue from the omy Blog Club currently accounts for over 50% of the ad revenue for omy.sg every month. The pie continues to grow with the advent of social media and with omy.sg moving into Twitter, Facebook, Foursquare and other social media seeding using the same bloggers database from the omy Blog Club.
When omy.sg was launched, revenue stream was projected to come from 60% display ads and 40% from advertorials and sponsored video series. With the additional revenue stream from omy Blog Club, this has shifted to 30% display ads; 20% advertorials and 50% from blogging/social media campaigns.
Initially, advertisers’ campaign on omy Blog Club were focused on blogging alone, but this expanded to other social media engagement via Facebook, Twitter, Foursquare and other social media sites with the rapid proliferation of social media usage from 2011. As online influencers, bloggers are mostly prolific social media users, with strong followers and fans base.
Annual ad revenue for omy.sg grew exponentially by over 90% from 2009 to 2010 with the introduction of the omy Blog Club.
Major omy Blog Club campaigns include an annual blogging contest with F&N (http://blog.omy.sg/fnn), regular sponsored cinema outings with United International Picture, monthly sponsored excursions with McDonald’s and Domino’s Pizza.
The omy Blog Club campaign with F&N garnered a spectacular win at the Singapore Media Awards 2011 for the Best Digital Use for Singapore category (http://www.fnnfoods.com/awards.php).
The blog club also brought in advertising revenues from many major brands like Estee Lauder, Nestle, Panasonic and Canon which have never advertised with omy.sg previously.
As traffic drivers are still needed to drive eyeballs to the campaign sites and bloggers’ content, the omy Blog Club also helped to push display ads sales, not just for omy.sg alone, but the entire Singapore Press Holdings online inventories.
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Additional comments |
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The omy Blog Club initiative by omy.sg won 3rd place at the International Newsmedia Marketing Association (INMA) 2012 Award in the Marketing Solutions for Advertising Clients (circulation over 300,000) category in Los Angeles, California; omy.sg also picked up a Silver award at the 2010 W3 Award for the Blog Viral Marketing category.
The omy Blog Club campaign with F&N garnered a spectacular win at the Singapore Media Awards 2011 for the Best Digital Use for Singapore category (http://www.fnnfoods.com/awards.php). All the ad dollars for this campaign was parked with omy.sg with no ad spend in any other digital platform. This award win brought in many other advertisers for omy.sg on the success of the campaign. F&N has since worked with omy.sg for three consecutive years for their Singapore Dance Delight campaign, with more years ahead as a long-term strategic partner.
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LINKS |
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omy Blog Club video:
http://project.omy.sg/omy/xma/omy-blog-club.mp4
omy Blog Club site:
http://blog.omy.sg/blogclub
omy Blog Club Projects:
F&N Dance Delight -
http://blog.omy.sg/fnn/
Royal Caribbean Cruises -
http://project.omy.sg/royal-caribbean/
Tourism Victoria -
http://blog.omy.sg/colours-of-melbourne
Hong Kong Tourism Board -
http://blog.omy.sg/hongkong/
Casio Sheen -
http://blog.omy.sg/casio-sheen/
Far East Retail, Greenwich Mall Launch -
http://blog.omy.sg/greenwich-v/
AKG Headphones -
http://blog.omy.sg/k3003-sound-of-luxury/
F&N’s Zesta -
http://blog.omy.sg/invogued/
Estee Lauder Cyberwhite -
http://blog.omy.sg/estee-lauder/
Urban Homme -
http://project.omy.sg/urban-homme
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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