Marketing with blogs presented by John Cass from the New England XPO for Business in the Spring of 2009.

1. Marketing with Corporate Blogs:
Customers are willing to talk if you are
willing to listen
John Cass,
Director of Marketing,
ideaLaunch

2. Today’s Agenda

3. Today’s Agenda

4. Today’s Agenda

5. Baby Boomers
• 78 million
• 25% (Nov, 2008).
• Changed the landscape.
• Born – 1946 – 1964.

6. Generation X
• 62 million
• 20% (Nov, 2008)
• Shadow of Baby
Boomers.
• Born – 1965 – 1979.

7. Generation Y
• 92 million
• 30% (Nov, 2008)
• Changing the
landscape.
• Born – 1980 – 2001.

8. 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”

9. Group Conversation

10. 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.

11. To connect with Gen Y
online…

12. Strategy to reach them is Content Marketing and
social media engagement…

13. Develop compelling content that people
want to read.

14. 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.

15. Use that content to engage your
Gen Y audience.
Digital Natives

16. Non Digital Natives
Also how the web works for Gen
X and Boomers.

17. Why Blog?
Blogging is a content marketing strategy
that combines both SEO & Social
Media

18. A little about the SEO side of things

19. Google Sponsored & Organic

20. Keywords Your Audience
Uses

21. Indexable Site

22. Links From Sites With Keywords
Your Audience Uses

23. Blogs Are Perfect For How The
Eco-System Of the Web Works

24. Blogs Are Not Just About
Compelling Content

25. Blogging Infrastructure

26. • 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?

28. PR Blogging Community

29. Nokia N90 Blogger Relations Blog

30. Dell Hell

31. 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

32. 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.

33. Sustain Evangelists, Sustain the Community
Blog
Twitter

34. Blogger Relations Tactics

35. 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

36. Connect
– LinkedIn: John Cass
– Facebook: John Cass
– Twitter: @johncass
– Cell: 339-368-1955