Roundtable Panel of Speakers:
Doug Williams, Business Consultant | Internet Marketing Specialist
Yvonne DiVita, Business Writer | Publisher | Multiple Blog Author
Adam Christensen, IBM Corporate Blogger
Deborah Colton, Assistant Professor of Marketing/International Business, Rochester Institute of Technology
Jessica Murray, Partner in Boylan, Brown’s Business & Corporate and Intellectual Property & Technology Practice Groups
Keynote Speaker:
Peter Burris, Principal Analyst and Research Director, Forrester Research
Event Agenda
8:00 General Registration/Networking/Continental Breakfast
9:00 Start of Program (5 speakers, 30 min. ea., plus Q&A time)
11:45 Buffet Lunch Break
12:00 Keynote Speaker: Peter Burris
1:00 Breakout Workshops
3:00 End of Workshops
Business Blog Marketing—Doug Willams
Businesses and corporations are using blogs to reach and communicate with their customers. Blogs are fundamentally different than websites. They work differently and are meant to achieve different results. Learn how blog marketing can work for your business for branding, communicating, reaching new customers, promoting products, achieving #1 rankings on Google and becoming recognized as the expert in your industry.
Google Juice or Why People Think “BLOG” Means “Better Listing On Google”—Yvonne DiVita
Six points to cover: 1. Updated, relevant content with specific keywords to get on the first page of a Google search; 2. Content with an educational or industry focus serves Google's search purposes—blogs provide that better than websites; 3. Interactive content with open or moderated comments creates a reader connection—the links contained within show Google that the blog is a trusted source of content. 4. It isn't about you, or your business, it's about what you want to share with readers—the more you inform, the more your content will serve Google's need to deliver the best results to searchers; 5. It’s also about what you want readers to do after they read your blog post, including a call to action, comments, reciprocal conversations—without making a sales page. 6. The three biggest mistakes new bloggers make.
Web 2.0 in a Global Enterprise—Adam Christensen
As social computing becomes more mainstream, the question in corporations has shifted from "if" companies will adopt Web 2.0 to "when". Enterprises at the forefront of this movement are finding opportunities for social media to connect, strengthen and humanize the workplace. But moving to a more open, collaborative and transparent workplace requires significant cultural changes at all levels within the enterprise.
With hundreds of thousands of employees active in the various collaborative platforms within IBM, social media has literally changed the way IBM works. In this presentation, IBM will share the important lessons it has learned from its ongoing Web 2.0 transformation that can help inform other companies as they move along this journey.
Corporate Blogging Tactics—Deborah Colton
Blogging is clearly becoming a dominant marketing tactic. To learn how to use corporate blogs for marketing, many great resources are available. However, no comprehensive study of corporate blogging and marketing exists. To help tease out universal success factors our research study examines more than 100 corporate blogs. Study results from such a large sample help clarify the tactics corporate bloggers should consider to enhance their marketing effectiveness.
Making Legal Happy: Minimizing the Risks of Corporate Blogging—Jessica Murray
Whether you're an experienced tried and true blogger or a new to
the blogosphere, how do you keep from getting in trouble for what you
post?
Keynote Speaker Topic
Blogs: A Key Spoke in the Community Marketing Wheel —Peter Burris
Web technologies, like blogs, are dramatically altering the ways customers search options, express opinions, connect with peers, and make buying choices. Blogs are a critical piece of the emerging social computing fabric, but are by no means the only piece. In this presentation, Mr. Burris will use data from Forrester’s ongoing research to discuss the adoption of social technologies from both a seller and buyer perspective. He’ll describe emerging community marketing strategies, showing how blogs and other social technologies are being exploited to successfully engage customers to achieve better business outcomes.