Blogging in the marketing mix
Beth Goza, Microsoft “the only blogging strategy a marketing department should have is no blogging strategy” I started my blog as a person, because I love technology. Blogs personalize giant corporations. It’s about people being passionate — you can’t force people to do it. They should be allowed to be controversial.
Blogs are anti-pop-ups — anti-invasive
How do you overcome the fear of your PR and legal team?
“Does a blog need personality?”
Michael O’Conner Clarke — the act of linking is an act of personality. Blogs don’t need to be dramatic. If you’re a CEO and think what you’re doing is good and right, then let your employees go and get out of the way.
“Offer top 3 customers the ability to have a blog”.
“Marketing departments have shied away from having conversations with customers for many years.”
“When is it time to retire a blog?” “When no-one is reading it”
How to measure success? “Technorati is the best thing that’s happened to blogs”.
Is blogging the death of the pitch?
Beth Goza is the person who flew the bloggers out to Microsoft. “They’re influential, and we want them to know about what we’re doing.” “You need to treat bloggers with the same level of respect as other sources.”
A pitch is education.
“I don’t want someone to educate me, I want to learn.”
Rick Bruner reads blog for content and personality, not ranting.
“Offer top 3 customers the ability to have a blog.” So wrong in so many ways.
1. Any customer who wants a blog will start one. Probably not in his capacity as a customer, though. Companies do not offer anybody the ability to have a blog, unless those companies actually write blogging software, and we all know that’s not what the speaker was talking about.
2. The speaker probably meant “offer to host a blog by a customer on the company’s site.” Others might perceive that as being a conflict of interest, or perceive the blogger as being a badly-disguised shill.
3. Many companies host online forums for their customers. Some actually redact negative comments (Apple is notorious for this). Ignoring the possibility that a company would edit negative blog posts, this smacks of taking an existing idea–a good idea that works fine–and dressing it up with the hot new buzzword, blog.
“Is blogging the death of the pitch?”
Ask Raging Cow.
“A pitch is education.”
A pitch is seduction.
i agree with you
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