Peter Blackshaw has led the charge in consumer generated media. A cofounder of the Word of Mouth Marketing Association and the consumer advocacy website planetfeedback, Blackshaw is also a prolific writer who is contributes regularly to Ad Age, ClickZ and several blogs. He’s also the author of a new book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3000, in which he documents the multiplier effect of word-of-mouth communications.
And that’s in his spare time. Blackshaw is better known to many people is the executive vice president of Nielsen Online Digital Strategic Services, a group that helps companies develop online strategies. Branding in the age of conversation is nothing like it was in the days of one-way communications, he says. Today, brands are developed cooperatively in discussions with customers whose feedback needs to be seriously considered and incorporated into a company’s message. He talks with David and Paul about some of the more common mistakes marketers make and also who’s getting it right.
Download the podcast here (20:39)
In the arcane world of search engine optimization, HubSpot of Cambridge, Mass. has made a name for itself by simplifying and automating the process. HubSpotCEO Brian Halligan knows a lot about how search engines work and how businesses can optimize their Web presence for search results. He calls it “inbound marketing.” Forget about playing games, Halligan says; it’s all about delivering quality content. HubSpot offers some free utilities — Website Grader, Twitter Grader and Press Release Grader – that can help. These services assess your site’s search performance and suggest ways to improve it. HubSpot also offers a suite of low-cost, do-it-yourself tools that marketers can use themselves, without paying for SEO consultants. In this interview, Halligan offers some tips for optimizing search performance.
Listen to the podcast (19:12) (Right click and save to download)
Eastman Kodak Company has been transforming itself from a maker of film-based products into a comprehensive maker of imaging products and services. With a growing line of digital photography, output and online services, the company has been trying to remake its image through multiple channels, including social media.
Kodak maintains blogs devoted to products, photography and the business of graphic communications. It’s also active on YouTube, Twitter, Facebook and other direct-to-the-customer channels. The social media conversations are based on contributions from some 70 corporate bloggers, who provide a constant stream of information about the company, its markets and its customers. Krista Gleason joined the company a year ago after a career in government and she is learning to apply blogging to the company’s public relations efforts. In this interview, she talks about how Kodak manages multiple blogs, chooses people to represent it online and the remarkable freedom it provides its staff bloggers to write about what they choose.
Listen to the podcast (11:30) Right-click and save to download
This week, in an act of shameless self-promotion, Paul interviews David about his latest venture called Web Informant.tv, a series of sponsored screencast product reviews using the Camtasia authoring tool. David talks about how he came to create these videos and why they are useful, what the intended audience is for watching them, and the issues surrounding creating Web-based videos. (And don’t worry: we will be plugging Paul’s new book when it comes out!)
You can listen to the podcast here.