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Slide 3: Blah Blah Blog. What is it?

Slide 4: Web + Log = Blog But what does “blog” mean to you?

Slide 5: Why people read (and participate on) blogs Blogs talk to people openly, sincerely and authentically—and we get to talk back.

Slide 6: Why marketers need to take this seriously Page 2 of Google Search on “Digitas”

Slide 7: My blog: Logic + Emotion

Slide 8: Logic + Emotion by the numbers 140 e-mail subscriptions 400-1000 unique visits a day 8 months old 335 blogs linking back 547feed subscriptions 6,782 Technorati ranking

Slide 9: First things first. What kind of blogger am I? • The Barber: knows the right people and wisdom • The Blacksmith: like the Barber but works inside a company • The Bridge: makes connections • The Window: inside company but also talks about things outside the company • The Signpost: points out cool things of interest in his/her industry • The Pub: creates discussions to bring in people • The Newspaper: reports on news and happenings like a journalist Source: blog marketing

Slide 10: Blacksmith + Pub

Slide 11: Caution: blogging gets a little addictive

Slide 12: A day in my life:

Slide 13: If you blog it—will they come?

Slide 14: Getting from me to them

Slide 16: Planting seeds in online communities

Slide 17: A funny thing happened on the way to the blogoshpere

Slide 18: Experience Map cracks the social network code readership

Slide 19: From blogs to Businessweek

Slide 20: To a larger network of “Community Clusters” Blogs help hold Social Media Networks together forming a larger community.

Slide 21: The role of blogs in ideation

Slide 22: My blog lets me test, refine, validate and publish ideas—in real time

Slide 23: …With the help of the right community

Slide 24: Example: “Influence Ripples”

Slide 25: So how does one become influential?

Slide 26: Becoming an influential blogger is extremely difficult A best seller helps The rest of us are on our own

Slide 27: Engaging in discussions on the social network: Sethgate Seth says: Media Says: (Some) Bloggers Say: “No Comment” “Yeah—what those bloggers said” “Bullshit”

Slide 28: The conversation according to Jaffe “This post is not snarky... it's condescending, aloof and arrogant” “I do think Seth Godin is a brilliant, spiritual marketing mind. He understands systems, people and the psychology of consumerism.” “It was a test, on Seth's part, to see what the response would be to enabling comments.” “Could it be that Seth is an example of a "hollow brand” “It's about giving your audience a voice and an opportunity to interact.” “Is he just The Wizard of Blogs...?” “At the end of the day, Seth can do what he wants on his blog.” “I still love Seth's work and I accept his current personal limitations.” “Seth still thinks he has complete control over his brand. I don't see it that way.”

Slide 29: Participation + ideas = exposure

Slide 30: Blogs aren’t mainstream. Or are they?

Slide 31: A new kind of PR: blogs + mainstream media Dell Blog AOL Customer Service Comcast “Sleeper” “Viral Video” Pitch

Slide 32: Blogs are becoming the new, new media + conversation Blogs are getting embraced because they are real (at least the good ones are). Often times, the authors of industry blogs are active practitioners and blog out of passion for what they do. Blogs are gradually establishing credibility one post at a time. These days, its almost as common for someone to reference a blog source as it is a respectable resource such as Forrester.

Slide 33: Blogs are becoming the new, new media + conversation

Slide 34: Influential blogs + the tipping point

Slide 35: Blogs are getting close to reaching a “tipping point”

Slide 36: Reality check: The tipping point is close—but not there yet * 7% of American adults write blogs and 22% read them (Jupiter) * About 8% listen to podcasts and 5% use RSS feeds (Jupiter) * 88% of the at-work audience doesn't know what RSS is (WorkPlace Print Media) * 92% of brand conversations were taking place offline (Keller Fay) Source: Advertising Age

Slide 37: Some influential marketing blogs

Slide 38: Logic + Emotion is gradually tipping

Slide 39: Tip…tip..tip.. ding!

Slide 40: With great power comes great responsibility

Slide 41: Thank You. See you in “the community”.