marketing with blogs new england business expo 2009
TRANSCRIPT
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John Cass, Director of Marketing,
ideaLaunch
Marketing with Corporate Blogs: Customers are willing to talk if you are
willing to listen
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Today’s Agenda
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Today’s Agenda
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Today’s Agenda
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• 78 million • 25% (Nov, 2008).• Changed the landscape.• Born – 1946 – 1964.
Baby Boomers
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Generation X
• 62 million• 20% (Nov, 2008)• Shadow of Baby
Boomers.• Born – 1965 – 1979.
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• 92 million• 30% (Nov, 2008)• Changing the
landscape.• Born – 1980 – 2001.
Generation Y
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Digital Natives
People access news online and local TV news.
Ball State University Center for Media Design “A Day in the Life: An Ethnographic Study of Media Consumption”
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Group Conversation
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Cut Through The Clutter
• Need to filter incredible amount of information.• Advertising noise, seen as an interruption.• Distrust of corporate messages.• Consumer desire for greater control and
engagement.
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To connect with Gen Y online…
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Strategy to reach them is Content Marketing and social media engagement…
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Develop compelling content that people want to read.
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What Makes Compelling Blog Content?
• Culture Foster culture of openness.
• Transparency Be open about who you are, and reveal any connections.
• Time Understand the level of commitment needed.
• Dialogue• Key to building trust through authenticity.
• Entertaining writing style and personalization• Humor and personality do bring back readers.
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Digital Natives
Use that content to engage your Gen Y audience.
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Non Digital Natives
Also how the web works for Gen X and Boomers.
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Why Blog?
Blogging is a content marketing strategy that combines both SEO & Social Media
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A little about the SEO side of things
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Google Sponsored & Organic
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Keywords Your Keywords Your Audience UsesAudience Uses
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Indexable Site
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Links From Sites With Keywords Your Audience Uses
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Blogs Are Perfect For How The Eco-System Of the Web Works
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Blogs Are Not Just About Compelling Content
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Blogging Infrastructure
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• Build a blogging plan– Goals– Comments, who, when, what – Measurement
• Blogging Assessment– Research list of keywords– Build list of blogs – Tools for research and monitoring– Help determine how much you need to blog in your community– Enable you to develop a content strategy
• Understand Company Capabilities – Culture? People? Resources? Time?– Will your community provide the benefits you seek?
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PR Blogging Community
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Nokia N90 Blogger Relations Blog
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Dell Hell
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Blood, Sweat, and a Couple of Spreadsheets
• March 2006 customer outreach
• August 2006 sentiment monitoring 49% to 22%
• New model for customer outreach – Sentiment
• New tools for monitoring & customer engagement
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Blogger Relations Tactics• Media relations is not blogger relations.• But it can be….• Blogging conversation is the key, monitor the
community, post articles and comment on other blogs.
• To be successful you have to engage people on your blog and across social media communities.
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Blog
Sustain Evangelists, Sustain the Community
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Blogger Relations Tactics
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Seize the Opportunity of the next decade!
1) Build a social media engagement strategy.
2) Include a blog in the strategy.
3) Listen to put your company in context.
4) Learn how to market to Gen Y even if you don’t sell to Gen Y as Gen Y changes society.
* Image courtesy of Dietmar Temps, via Flickr
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Connect
– LinkedIn: John Cass– Facebook: John Cass– Twitter: @johncass– Cell: 339-368-1955