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Blogging for big companies

I don’t often blog about conferences I am not speaking at, but Andy Sernovitz is making a special offer to my readers that I want to pass along. You can attend the BlogWell conference for 15% off the regular price, plus pick up a copy of Do It Wrong Quickly. BlogWell features several large companies telling you how to make blogging work. I don’t know all the stories, but I can tell you about one of them, because my company, Converseon, was the agency that assisted Graco with their success in social media.

BlogWell conference

Graco is a very successful company with loyal customers—my wife and I loved our Graco strollers when we strolled through baby land. (Geez, it seems a long time ago now.)
But when Graco first started thinking about social media, like most large companies, it wasn’t really sure what to do. That’s why they turned to my company to give them some advice. Although this engagement predated my association with Converseon, I totally agree with their advice for Graco: Don’t do anything.
Now, very few clients are excited about the idea that they are paying a company to tell them to do nothing, but, for most companies, it’s the best advice. Before you plunge into social media, it’s best to listen to what your customers are saying for a while, without saying anything yourself. In Graco’s case, they listened for several months.
Understand, it’s rarely dumb to listen to your customers, but when you are starting out in social media it is even more important than usual. Because you are doing something new, you are operating in a strange land where you don’t know the people or their customs. Just as if you were moving to a new country, you must go slow and pay attention to what you see and hear, rather than just blundering your way into conversations and expecting things to meet your expectations.
In Graco’s case, it worked out marvelously. You can read more about Graco’s success in social media from MediaPost, but better yet, why don’t you attend BlogWell and hear Graco’s Lindsay Lebresco tell you herself. Remember, you can attend the whole conference for $170 when you use my discount code (mikebookdeal)—which also gets you a free copy of my book, Do It Wrong Quickly, which can help companies big and small to get their arms around social media and any other aspect of Internet marketing. Think of it as a half-day class with a textbook.
I am not able to attend, but please let me know what your experience was if you do.

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Mike Moran

Mike Moran is an expert in internet 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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