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Listening advice from a blogger

Ryan Saghir is a force in the satellite radio industry. With a quarter million visitors to his Orbitcast blog each month, his words influence satellite radio customers and industry decision makers alike. He’s the perfect person to advise marketers on how to listen to bloggers who write about their company and their industry.


Ryan says that “Both XM and Sirius [the two leading North American satellite radio companies] do a good job of treating me like press,” but he offered advice for marketers in other industries as to how to treat bloggers who write about them.
“Companies have the wrong impression of bloggers,” Ryan believes, because they treat bloggers as some kind of second-tier journalists. Ryan says “the press is taught to be an unbiased source trying to read between the lines and interpret something [in a] negative [way]. They’re trying to create buzz and sell papers.”
Bloggers are different, Ryan asserts. “Bloggers are usually not trying to make money. Bloggers are fans of the product and of what the company does. We love the product more than anyone else does and we foster an environment where other fans can rally around.”
Clearly not all bloggers are cast in Ryan’s mold, but many industries have bloggers just like him. As he says, “Satellite radio is what I am passionate about and what I evangelize.” A little nurturing makes that passion a huge positive for XM and Sirius.
Ryan also advises marketers to use the blogosphere as an early warning system: “PR people I’ve spoken to have noticed that there’s a reaction in the media after I’ve written something.” If you have powerful bloggers in your industry, addressing the issues they raise may ameliorate later coverage in the mainstream media.
Ryan believes that marketers have a huge opportunity to win over bloggers. “If they speak like human beings (without the corporate-speak) they’d be amazed at the response they’d get from bloggers. Bloggers are on your side.”

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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