On Wednesday I presented at a fascinating training morning run by e-Consultancy‘s Craig Hanna along with Blogging4business‘s Matthew Yeomans. The agenda was to educate the audience about blogging as a phenomenon and to give them a sense of what it could teach them about their own customers and how they could use blogging and other social media tools in marketing.
There were some great case studies presented and interesting stories from the floor. Heather wrote it up here. I am afraid I missed Andy Budd’s presentation, but my favourite moments were:
Heather’s account of the huge impact of social networks on e-Commerce (it is as important as search) and her observation that 2% of Amazon purchase traffic comes from blogs. It doesn’t sound like much, but Yahoo! only provides 3%.
Debbie’s account of how marketeers are trying to use social media, sometimes well and sometimes poorly … she used an hilarious parody GM Chevy Tahoe ad, which was submitted in response to an online promotion. (Can’t find a link, but here is an ABC report)
I talked about how brand messages are mediated by search, and how that means that the brand has to compete for thought space with journalists, competitors, regulators and bloggers. Thus …
The upshot is that you have as a brand a central duty to find out the words that are being used about you, particularly in the context of links, and try to make them as relevant to your core brand promise as possible.
BTW: After I read what Heather had written about what I said, I sent her the following mail, explaining the points I had been trying to make about links: