Buzz and Viral Marketing with Blogs

Full audio of our call with Susie Gardner (53.1 MB, MP3).
00:00 Introductions

06:00 Your Definition of a Blog

  • Websites designed for constant updates of smallpieces of information. Like journals, but extended with interactivity.
  • “You want to interact.” Don’t ever hesitate to link (open attitude of blogs).

10:40 Open Linking and Blogrolls

  • If you’re going to be useful – you need to link to outside resources.
  • Karma and collaboration.
  • Different blogrolls for different topics.

15:00 How do you know what you’re reading on a blog is accurate? (You don’t!)
15:30 Pitching to Bloggers

  • Targeting the right blogger.
  • Don’t waste their time. Get to the point.
  • Formal programs: BzzAgent, Marqui, Silicon Valley 100 – matchmaker for marketers and bloggers.

20:15 Ads on Blogs, Revenue, Promotion

  • Ads can be successful if they are correctly targeted (i.e. BlogAds).
  • Example: PVR Blog (a blog about Tivos etc).
  • Can confuse the message of your marketing.

24:05 Using ‘Tasteful’ Banner Ads (referencing Seth Godin’s linking to his own books at the bottom of his blog)

  • Blogs as understated sales (references the new Easy Bake frontpage with the 3 option menu – above the blog content).
  • Usability versus marketability.
  • Reducing internal page content to guide prospect.
  • Blogging is so easy to start – sometimes folks don’t define what they want out of it – how they are going  to measure success.
  • Some companies don’t link their blogs on their homepages.
  • Susie uses this between her book’s blog and her web design company‘s sites.
  • Father Son Adventures – Dovid Grossman – reduce weight of some elements to guide people towards the ezine sign-up.

33:50 Faux Blogs/Fake Blogs (fictional character/mascot branding)

  • Reminds Andy of that CK One email campaign.
  • Diverts from the history of blogs as being rooted in honesty, straightfoward. Fake blogs bend this.
  • Is it an actual intent to deceive?
  • Blog veterans disagree with this (obligatory Raging Cow mention along with ‘What About the Children’ panic). Also: Mazda
    fake blog
    , Lance
    Armstrong’s bike.
  • Fake commenters. Hollywood studio commenters praising panned films.

42:20 Anonymous blogging

  • How can you be totally anonymous? (IP address, email, billing always trackable)
  • See also: Legal findings in Apple vs bloggers case: Bloggers do not have freedom of press protection.
  • Also: Invisiblog.

47:15 How will the popularity of blogs change the blogosphere?

52:00 Ezine versus Blog

  • Andy says both! So does Susie!






4 responses to “Buzz and Viral Marketing with Blogs”

  1. Darren Avatar

    Great interview – thanks for the mention Susie! Can’t wait to see the book.

  2. Buzz Marketing with Blogs Avatar

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