Founded in August 2010, idblogNetwork is a blog network that helps brands promote their products through its network of 3,500 bloggers in Indonesia . As brands in Indonesia are seeking alternatives for their digital marketing campaign, idblogNetwork believes that blogs could be the answer to better engage online audiences.
idblogNetwork’s founders met each other in July of 2010 to build a blog advertising network. Its first sale came in August and the blog network launched its first campaign in September. Back then idblogNetwork’s applications were just 60% completed and the founders didn’t even know which domain name to buy.
“Everything happens so quickly, July we met each other [the founders], August we built our company and in September we already made our first profit,” said Kukuh TW, Co-founder of idblogNetwork.
Over the past year, idblogNetwork has established solid communities on Facebook and Twitter. Despite sharing advertising messages from brands, the level of interaction on Facebook and Twitter remains high. The secret sauce for idblogNetwork’s social media success, in my opinion, lies in its personal approach when crafting messages for Facebook fans and Twitter followers.
“We create solid communities, we have 2 way communications with our blogger/publisher, our Facebok pages and Twitter profile are very active,” said Kukuh.
idblogNetwork allows any blogger to join its network as long as they produce original content and has nothing related to pornography and illegal content.
The Business Model
“We have pay-per-acquisition, pay-per-click, pay-per-post and tweet campaigns. We categorize blog content based on profile and categories, like youth, business, lifestyle, entertainment, gadget, and travel to suit different groups of audience,” explained Kukuh when asked about his business model.
Under the pay-per-acquisition model, brands only need to pay only upon completed actions, say registration or download as compared to clicks. This gives brands more confidence as resources are invested in measurable and meaningful actions. So far, idblogNetwork’s list of clients includes Telkomsel, Telkom, Nokia , XL , Indonesian Tourism Minister, Unilever and Mizone.
Kukuh also told us that pay-per-post and tweet campaigns are the most popular features among advertisers. He also reassured that bloggers’ reviews are natural. “A blogger is willing to share something if he or she really likes it. They will recommended (not sell) to their friends,” he said.
idblogNetwork is currently bootstrapping and has no plans to receive investments.
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