Love your Customers Publicly: Blogs and Podcasts

By Robert ChastonSamuel V David

Table of Content Blogs Social CRM (includes Blogging) Business blogs Micro blogging (Twitter) Podcasting Conclusion

Blogs Origin and the name Rise to popularity Political Impact Mainstream popularity Types of Blogs Blogosphere

Bloggers (who are they) 79% have college degrees / 43% have graduate

degrees 1/3 have a household income of $75K+ 1/4 have a household income of $100K+ 81% have been blogging more than 2 years Professionals have an average of 3.5 blogs Professionals blog 10+ hours/week 11% say blogging is their primary income source Half of Corporate bloggers derive their primary

income from blogging

Brands and Blogosphere 42% of respondents say they blog about brands they love

or hate 48% Corporates say they post reviews on a weekly basis 33% bloggers have been approached by a brand to write

about or review products on their blog Among respondents who are influenced by a brand's

reputation: 13% say they boycott products 71% say they write only about brands whose reputation

they approve of 42% of bloggers use social media to follow brands 50% of those are blogging about brands

Motivation and consequences of Blogging Self-expression and sharing expertise Hobbyists measure their success by personal satisfaction 39% of Corporate bloggers say they blog to get published or

get features in traditional media 57% of Self-Employed say they blog to attract new clients to

their business Professional segments measure success by # of unique

visitors 52% Professionals write for a blog that they do not own Small biz owners 64% say they have greater visibility in their

industry 58% say they have had prospective clients read their blog

and purchase products or services

Social CRM (includes blogging) New tool to communicate with

customers Hire the right people KPI’s for bloggers Customer Engagement Content is conversation

Business Blogs Not just any old blog Benefits and risks Despite mainstream acceptance of blogging,

business blogs are still at an early stage Only 12% of Fortune 500 companies in 2009

have blogs Dell, Kodak, IBM, Intel, and SAP IBM purportedly has 3600 internal blogs and

5000 customer facing blogs

Business Blogs Do’s Understand the tools Set the expectations Choose writers Focus on subject at hand Allow comments Make bloggers accessible Link to important resources Let bloggers out

Business Blogs Don’ts don’t be fake don’t listen to legal don’t avoid difficult comments don’t post the corporate brochure

78% of bloggers surveyed are using Twitter they do so to promote their blog bring interesting links to light keep up with news and events understand what people are buzzing about 63% Self-Employed bloggers responded that

they use Twitter to market their business

Micro-blogging (Twitter) Business benefits of micro blogging Popularity and Growth Tweets content Taking Customer interaction to the next

level Authentication

Podcasts Recorded media content Time-shifting and Place shifting RSS feeds (real simple syndication iTunes

Summary & Conclusion Primary Topic Discussed Importance Relevance in today’s world Related topics in class

Questions??