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Marketing for Corporate Blogs: Customers Are Willing To Talk If You Are Willing To Listen - John Cass


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Marketing with blogs presentation at the New England XPO for business.

If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies’ best use blogs to connect with their audience through the medium of consumer-generated media?

The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience.

This session talks to business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign.

Speaker Information

John Cass, Author, Strategies and Tools for Corporate Blogging & Director of Marketing, ideaLaunch


John Cass, author of “Strategies & Tools for Corporate Blogging,” researches the impact of social media and search technologies on business. He was previously Director of Marketing at, Director of Blogging Strategies at Backbone Media, and President of the Boston AMA. He is a Research Fellow with the Society for New Communications Research. He advises business executives on how to integrate social media into their business.

Seminar Location And Time
Event: New England Xpo 2009
Location: A/M2 - Room #7
Time: 1:45 pm - 2:30 pm

Published in: Business, Technology
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Marketing for Corporate Blogs: Customers Are Willing To Talk If You Are Willing To Listen - John Cass

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