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7 Habits of Highly Effective Business Blogs
Corporate blogs have proliferated the marketing communications ecosystem of corporate America. From Fortune 500 companies to startups they¹ve all embraced corporate blogging but the question remains? How effective are they in communicating to their user base who religiously subscribe to these blogs. This panel will attempt to summarize the best practices that the panelists have employed at their respective companies (Yahoo!, Facebook and LinkedIn) to start "the conversation" with their users. By the end of the panel discussion you¹ll learn of the 7 habits of effective business blogs that you can put to practice right away. Learn how
some of biggest brands in the tech world practice the art of user communications in a brave new world of corporate blogging.
Participants
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Carolyn Abram is on the User Experience team at Facebook where she focuses on all aspects of user communications, including managing the company blog, overseeing messaging projects and driving copy creation for the site. Carolyn is also co-author of the book Facebook for Dummies. She holds a bachelor¹s degree in English from Stanford University.
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Nicki Dugan, senior director of corporate communications at Yahoo!, is editor of the company's official corporate blog, Yodel Anecdotal. It launched in August 2006 as "Yet another self-serving corporate blog" with the mission of providing insights into the company, its people, its culture, and the things Yahoos think about in the shower. A year later, it was named a 2007 PR News Platinum PR Award finalist. Yodel covers company news, emerging trends, behind-the-scenes commentary, employee profiles, user stories, guest opinions, and includes videos and podcasts. All this while attempting to faithfully avoid regurgitation of product press releases. Contributing voices range from CEO Jerry Yang to summer interns. The blog has been lauded for having the cahones to accept comments of all flavors.
Prior to joining Yahoo! in 2000, Nicki represented consumer internet brands such as Yahoo!, Mapquest and Reel.com at Niehaus Ryan Wong, the tech PR agency that presided over the halcyon days of the Internet boom (and may it rest in peace). She also served as editorial director at Sheila Donnelly & Associates of Honolulu and as senior editor at Travel Holiday magazine. Nicki received a B.A. in English from Franklin & Marshall College. She has no spare time.
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Tom has been involved with Kodak’s Internet presence since its inception in the mid-90's. He has been active with all aspects of Kodak’s website and online communications, including: working with product groups to initiate web-based programs to meet business goals, driving compelling content activities to fuel online store, relationship marketing, and product awareness, and forging alliances with other websites to secure revenue and traffic.
Tom orchestrated the creation of the kodak.com’s award winning "Tips & Project" educational content and is a leader for Kodak’s blog and new media initiatives. He contributes to the Kodak blog at: http://tomhoehn.1000words.kodak.com
His current role is Director, Brand Communications and Convergence Media.
Tom has a patent for a unique method of displaying images on the Internet. He also received the Presidential Physical Fitness Award in the 5th grade. ;-)
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Lionel Menchaca is a nearly 15-year Dell veteran and chief blogger at Direct2Dell, Dell’s main corporate blog. Since launching the blog in July 2006, Lionel helped expand it into Chinese, Spanish Norwegian and Japanese and continues to work to further extend Dell’s global presence. Before launching Dell’s blog, Lionel was one of the main architects behind Dell’s blog monitoring process begun in April 2006.
He works with a team within the company to coordinate activities and content across all of Dell’s social media initiatives including the Dell Community Forum and IdeaStorm. These initiatives have one thing in common: to open direct lines of communication between Dell employees and their customers to improve the products and services Dell offers.
Lionel also serves as a technologist to help Dell define new software to monitor and engage in conversations in the blogosphere, and to facilitate collaboration among the Dell teams that respond to customer feedback. He’s also been one of the principal leads in Dell’s efforts to build communities using Web 2.0 tools like Flickr, YouTube, Twitter, Delicious and more to augment Dell sites like the recently-launched DigitalNomads.com.
An avid fan of computer hardware, gadgets and Web 2.0 technology, his early career included a stint at quality assurance and tech support for game developer Origin Systems and hardware and advanced operating systems technical support at Dell.
Lionel earned a degree in archaeological studies from University of Texas. He lives in Round Rock, Texas, with his wife, Aileen, and two children, Louis and Mia.
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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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