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.
Why do I blog? First and foremost, its 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 Ive felt the need to lead them. … Networking. Im 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: Im 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 dont 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 CEOs 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 Marks blog for more info on this.
Podcasting has expanded my audience internationally whereas previously on television it was only national.
Why would I waste time making a podcast if I cant make money from it? Eventually, there will be opportunities to make money from advertising. I have an advertiser. It doesnt 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.
Pleasantville is the best movie about the effects of the internet and it doesnt 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.
Most C-level people just cant 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 dont 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.