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Day 1 of Connected Marketing Week in San Francisco starts with BlogWorkz including a session called: Inspiring an Army of Bloggers. Here users will learn What it takes to inspire an army of corporate bloggers under the banner of one brand. And how businesses are reaching out to customers and enthusiasts as blogging brand ambassadors. I had a chance to catch up with one of the panelists, Lee Sherman Editor-in-Chief, Personal Finance Group (Intuit) to get his insight on the session.
[Manoj]: How do you see large organizations leveraging blogs in 2010?
[Lee Sherman]: The corporate blog is dead. It’s no longer enough to put up regurgitated press releases and product updates. Customers expect and deserve honest content that engages, informs, and entertains. Consider approaching your blog as an editorial publication. Hire journalists not marketers.
[Manoj]: How do you go about getting buy-in from the top down?
[Lee Sherman]: Don’t do content for content’s sake. Need to tie spend to direct, measurable, business results.
[Manoj]: What’s the best way to shift passionate customers to brand ambassadors?
[Lee Sherman]: Look for emerging stars in the blogosphere and bring them into your tent by getting them to write for you. Help them to build their brand by aligning it with yours.
[Manoj]: What are some of the top metrics businesses should monitor to measure blog success?
