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A recent report from Forrester suggests that corporate blogging has had its day, the craze has passed and, frankly, companies don't blog very well. Corporate blogs can't drop corporate-speak, they fail to build up an audience and they're just plain boring. True or false? Another new report says that 39% of the Inc. 500 are blogging. And nearly 12% of the Fortune 500 have blogs, double the number of three years ago. So which is it: Myth or Reality? Come to this session featuring A-list corporate bloggers Paula Berg of Southwest Airlines and Mario Sundar of LinkedIn . Debbie Weil, consultant and author of the widely-praised THE CORPORATE BLOGGING BOOK, will lead a pointed discussion that answers the key questions: Can corporate blogs fulfill the promise of blogging as a two-way conversation with customers? Are blogs being eclipsed by social networks and online communities? What can we learn from the most successful corporate blogs?
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Paula Berg is the Manager of Emerging Media for Southwest Airlines, the nation’s leading low-fare air carrier and the largest domestic airline in terms of Customers carried. Over the last two years, Paula has managed and developed the Company’s corporate blog, “Nuts About Southwest.” Since its’ launch in April 2006, “Nuts” has experienced tremendous success - building a community for its loyal Customer base, serving as a virtual focus group, and influencing several business decisions. In 2007, “Nuts” was named Best Blog by PR News and has been recognized in major publications ranging from Wired Magazine to The Wall Street Journal. In addition to managing the Company blog, Paula leads Southwest’s online communication and social media efforts. Prior to her work in social media, Paula was a spokesperson with emphasis on strategic communication, media relations, and reputation management. Paula also supervised on-location production for three seasons of Airline!, Southwest’s reality series for the A&E Television Network, which filmed Southwest’s daily operations in four cities. After brief stints selling beer on Phish tour and working for the Colorado and United States Senates, Paula woke up and smelled the jet fuel and began her career at Southwest Airlines in 2001. Paula is a graduate of the University of Colorado at Boulder.
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Award-winning blogger Chris Baggott has been a leader in marketing for more than 20 years. Named by BtoB Magazine as a "Who's Who in B-To-B," Chris’ blog was also voted "Best Online Marketing Blog" by MarketingSherpa readers and "Best of the Web" by Forbes.
A marketing futurist and voice for blogging, search engine optimization and email best practices, Chris has been quoted in such publications as the Wall Street Journal, Forbes, Inc. and ADWEEK.
Chris is a co-founder of ExactTarget and recently launched his latest venture Compendium Blogware, which focuses on organizational blogging and its role in search engine optimization. As a long-time blogger, he is a firm believer and witness to what goals blogging can help a company accomplish, especially as it relates to achieving high search engine rankings.
Finally, Chris is author of a book from Wiley: Email Marketing By The Numbers. He is also one of the featured marketers in the new book from Wiley: Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.
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Mario Sundar has over 5 years experience in marketing leadership, managing projects for Fortune 50 companies. He currently works at LinkedIn as Community Evangelist where he handles user communication related to social media from running LinkedIn¹s corporate blog to telling their user stories, on video. In May 2006, he launched his blog, Marketing Nirvana, where he discusses marketing in a socially networked world.
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