Love your Customers Publicly: Blogs and Podcasts

1. Love your Customers Publicly: Blogs and Podcasts By Robert Chaston Samuel V David

2. Table of Content • Blogs • Social CRM (includes Blogging) • Business blogs • Micro blogging (Twitter) • Podcasting • Conclusion

3. Blogs • Origin and the name • Rise to popularity • Political Impact • Mainstream popularity • Types of Blogs • Blogosphere

4. Bloggers (who are they) • 79% have college degrees / 43% have graduate degrees • 1/3 have a household income of $75K+ • 1/4 have a household income of $100K+ • 81% have been blogging more than 2 years • Professionals have an average of 3.5 blogs • Professionals blog 10+ hours/week • 11% say blogging is their primary income source • Half of Corporate bloggers derive their primary income from blogging

5. Brands and Blogosphere • 42% of respondents say they blog about brands they love or hate • 48% Corporates say they post reviews on a weekly basis • 33% bloggers have been approached by a brand to write about or review products on their blog • Among respondents who are influenced by a brand's reputation: • 13% say they boycott products • 71% say they write only about brands whose reputation they approve of • 42% of bloggers use social media to follow brands • 50% of those are blogging about brands

6. Motivation and consequences of Blogging • Self-expression and sharing expertise • Hobbyists measure their success by personal satisfaction • 39% of Corporate bloggers say they blog to get published or get features in traditional media • 57% of Self-Employed say they blog to attract new clients to their business • Professional segments measure success by # of unique visitors • 52% Professionals write for a blog that they do not own • Small biz owners 64% say they have greater visibility in their industry • 58% say they have had prospective clients read their blog and purchase products or services

8. Social CRM (includes blogging) • New tool to communicate with customers • Hire the right people • KPI’s for bloggers • Customer Engagement • Content is conversation

11. Business Blogs • Not just any old blog • Benefits and risks • Despite mainstream acceptance of blogging, business blogs are still at an early stage • Only 12% of Fortune 500 companies in 2009 have blogs • Dell, Kodak, IBM, Intel, and SAP • IBM purportedly has 3600 internal blogs and 5000 customer facing blogs

12. Business Blogs Do’s • Understand the tools • Set the expectations • Choose writers • Focus on subject at hand • Allow comments • Make bloggers accessible • Link to important resources • Let bloggers out

13. Business Blogs Don’ts • don’t be fake • don’t listen to legal • don’t avoid difficult comments • don’t post the corporate brochure

14. 78% of bloggers surveyed are using Twitter • they do so to promote their blog • bring interesting links to light • keep up with news and events • understand what people are buzzing about • 63% Self-Employed bloggers responded that they use Twitter to market their business

15. Micro-blogging (Twitter) • Business benefits of micro blogging • Popularity and Growth • Tweets content • Taking Customer interaction to the next level • Authentication

17. Podcasts • Recorded media content • Time-shifting and Place shifting • RSS feeds (real simple syndication • iTunes

19. Summary & Conclusion • Primary Topic Discussed • Importance • Relevance in today’s world • Related topics in class • Questions??