5. Baby Boomers
• 78 million
• 25% (Nov, 2008).
• Changed the landscape.
• Born – 1946 – 1964.
6. Generation X
• 62 million
• 20% (Nov, 2008)
• Shadow of Baby
Boomers.
• Born – 1965 – 1979.
7. Generation Y
• 92 million
• 30% (Nov, 2008)
• Changing the
landscape.
• Born – 1980 – 2001.
8. Digital Natives
People access news online and
local TV news.
Ball State University Center for Media Design “A Day in the Life: An
Ethnographic Study of Media Consumption”
10. Cut Through The Clutter
• Need to filter incredible amount of information.
• Advertising noise, seen as an interruption.
• Distrust of corporate messages.
• Consumer desire for greater control and
engagement.
14. What Makes Compelling Blog Content?
• Culture
Foster culture of openness.
• Transparency
Be open about who you are, and reveal any connections.
• Time
Understand the level of commitment needed.
• Dialogue
• Key to building trust through authenticity.
• Entertaining writing style and personalization
• Humor and personality do bring back readers.
26. • Build a blogging plan
– Goals
– Comments, who, when, what
– Measurement
• Blogging Assessment
– Research list of keywords
– Build list of blogs
– Tools for research and monitoring
– Help determine how much you need to blog in your community
– Enable you to develop a content strategy
• Understand Company Capabilities
– Culture? People? Resources? Time?
– Will your community provide the benefits you seek?
31. Blood, Sweat, and a Couple of Spreadsheets
• March 2006 customer outreach
• August 2006 sentiment monitoring 49% to 22%
• New model for customer outreach – Sentiment
• New tools for monitoring & customer engagement
32. Blogger Relations Tactics
• Media relations is not blogger relations.
• But it can be….
• Blogging conversation is the key, monitor the
community, post articles and comment on other
blogs.
• To be successful you have to engage people on
your blog and across social media communities.
35. Seize the Opportunity
of the next decade!
1) Build a social media
engagement strategy.
2) Include a blog in the
strategy.
3) Listen to put your company
in context.
4) Learn how to market to Gen
Y even if you don’t sell to
Gen Y as Gen Y changes
society.
* Image courtesy of Dietmar Temps, via Flickr