As a follow-on to yesterday’s post about getting your blog noticed by influentials, i.e. A-List bloggers, I thought I would describe a scenario just recently presented to me.
I have been asked by analyst Shar VanBoskirk of Forrester Research if I would be willing to blog about their upcoming boot camp on integrated marketing on May 5. It’s a full-day intensive workshop being held at their offices in Cambridge. I said “Sure, I’d be happy to mention it, but I don’t think it will get picked up by other bloggers and thus it won’t spread through the blogosphere.” So the effectiveness of such a promotion strategy is limited.
A-List bloggers, like everyone else, are forever tuned in to the station “WII-FM” - What’s In It For Me. As such, Forrester’s message would be much more contagious, if there was a “free prize inside,” so to speak, for the bloggers who read my boot camp “plug.” In other words, the way to spread the word about the Forrester boot camp is for Forrester to make an irresistible, exclusive offer to bloggers who blog about the boot camp.
For example, what if Forrester gave away some exclusive piece of research that normally only their clients have access to? It doesn’t have to be an entire report, just something exclusive and something bloggable. Like a “scoop” on an upcoming report. Or a synopsis of key points or perhaps a mini report. Now what if the bloggers who blog about this integrated marketing boot camp get access to this exclusive information as part of the deal? In fact, what if Forrester Research turn this into an ongoing program, kind of like how Microsoft is wooing influential bloggers with their “Search Champs” program (where they hand-pick influencers and fly them to Redmond to wine-and-dine them and to discuss how Microsoft might improve their MSN search engine).
Hmm… “Forester Research Champs.” Sure, they’d be buying off bloggers. But everybody would win, including blog readers. Bloggers get access to exclusive research early and often - as long as they agree to blog about Forrester. It is an interesting proposition. Forrester, what do you think?
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What happens when Netconcepts’ president Stephan Spencer gets such blogging and marketing luminaries together over the phone as Seth Godin, Doc Searls, Robert Scoble, Shel Israel, Steve Rubel, Debbie Weil, BL Ochman and Toby Bloomberg? An amazing discussion about the possibilities and future of marketing blogs, that’s what! Produced by MarketingProfs.com.
Read the Executive Summary: part 1 and part 2
Download the Transcript: PDF (600 K)
Business Blogging Teleconference:
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Think what audio books on tape did for the road warrior—turning our cars and airplane seats into mobile universities. Podcasting has the same capacity to change the way we learn and take in new information.
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The once neutral territory of the blogosphere is enticing corporates who have awoken to the fact that business blogging entails relatively low startup costs. It’s potential for ROI hasn’t been ignored either.
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Circulation and the Internet: Co-hosted by American Business Media and National Trade Circulation Foundation, Inc. — New York City
- The benefit of the internet to your circulation/audience development efforts, and how important it is to your company
- How to use email to renew or acquire new subscribers
- E-mail tests - what’s working, what’s not working
- Search engine marketing - what are you using and how is it working
- Banner ads - are they working, what have you changed, where do you have them
- How has can spam effected your subscription efforts? How has it effected your list rental activities? How has it effected your use of outside lists for subscription promotion?
- Web agents - are they still working?
- Blogs - are they a source of names? How can we get subscription information onto a blog?
- Email files - do you have separate files for circulation, web casts, eNL, or a combined database for all? Advantages and disadvantages for each.
Gloria Adams, Pennwell - Moderator
Laura Wilson, NEJM - Panelist
Sean Fulton, GCN Publishing - Panelist
Brian Klais, Netconcepts - Panelist
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Performics, a leading performance-based online marketing services and technology company, and Netconcepts, an innovative Web development firm that specializes in search engine optimized e-commerce, today announced an exclusive partnership that enables Performics’ clients to quickly transform their dynamic, e-commerce sites into “crawler-friendly” pages for natural search.
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One in five teens between 12 and 17 maintains a blog, according to a US survey, and now corporates are catching on -from telecommunications company Verizon, to analysts Gartner Group, to small Sydney consultancy Step Two Designs. There is a sound business case for blogging. It gives customers, suppliers and staff an inside view of how you think. After all, people buy from people, not some faceless corporate entity.
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“We are grateful to Stephan for planting the seed for one of the most successful Web projects The Carter Center has undertaken to-date.”
