Social Marketing: Toronto AIMS Seminar with Shel Israel

AIMS (Association of Internet Marketing and Sales) took advantage of Shel Israel’s presence in Toronto to organize a session on social marketing.

In addition to Shel Israel, the other featured speakers were:

  • Mark Evans, a senior technology reporter with the National Post. His principal blogs are Mark Evans,a Canadian take on telecom and technology and All Nortel, All the Time, a blog about all things Nortel.
  • Amber MacArthur, co-producer and co-host of Call for Help,a daily one-hour TV show on G4TechTV. She also produces commandN, a weekly web/tech news video show online and Inside the Net, a weekly podcast ; and
  • Jon Husband, visionary and evangelist for Vancouver blogging software company Qumana Inc.. He contributes to Qumana’s blog as well as his personal blog, Wirearchy.
  • Some takeaways:

    Mark Evans:

  • Why do I blog? First and foremost, it’s a branding exercise for me and what I do. I have bigger plans beyond the National Post. Unfortunately, the National Post has a backward approach to blogging. They are just getting into it now. And I’ve felt the need to lead them. … Networking. I’m a small fish in a big pond. Blogging allows me to get my thoughts out there, maybe get some credibility and maybe the New York Times will hire me sometime.
  • Revenue: I’m not in it for the money. Although I have Adsense, I make about a dollar a day.
  • Newspapers and blogging: Canadian papers are way behind the U.S. The Toronto Star is most advanced in blogging. The Globe and Mail is a close second and the National Post is way behind.
  • Advice for PR/Marketing practitioners: Jump into Blogging. You don’t have to write one, but read them every day. Engage them. Talk to them. Ask them to talk to you.
  • Corporate Blogs: I have an issue with CEO blogs. In the era of Sarbanes Oxley, most CEO’s cannot say what they feel. Legal and IR filter them and they seem stale.
  • Evans also reminded the audience of the Web 2.0 conference May 8/9 in Toronto. Check out Mark’s blog for more info on this.

    Amber MacArthur

  • Podcasting has expanded my audience internationally whereas previously on television it was only national.
  • Why would I waste time making a podcast if I can’t make money from it? Eventually, there will be opportunities to make money from advertising. I have an advertiser. It doesn’t give me much money, maybe enough to go out to dinner once in a while.
  • 12 to 20 minutes is a good time to get into a topic without going too long. I tune out of the hour long podcast.
  • Jon Husband

  • Pleasantville is the best movie about the effects of the internet and it doesn’t have a single computer in it.
  • First they will ignore you (was done). Then they will ridicule you (was done). Then they will fight you (in process). Then they will lose.
  • Shel Israel

  • Most C-level people just can’t do it. Their primary obligation is to shareholders. They may be constrained in what they can do.
  • The best bloggers are the people, like Robert Scoble, who are able to express themselves, have knowledge and have a lot of heart.
  • We trust people who are like we are.
  • Human nature is to want to have a conversation. Now for the first time, we can have conversations on a global level with people who care about what we want to talk about.
  • Perhaps we can call this “Mass micro-marketing.”
  • Web 2.0 companies in their early stages don’t need PR. They should blog. The blogosphere can capture the imagination of people; word of mouth will get the message out.
  • Thanks to AIMS Toronto for organizing this session.