Andy Sernovitz has launched the Blog Council - an organization for "large corporations" that "have significant blogs." If you fit the description, you should check it out. Charter member brands include:
(p.s. M20 December update this weekend...I've been on holiday without a proper internet connection!)
Gaurav Mishra is brand manager of the Indica range at Tata Motors and blogs at Gauravonomics. Hello Gaurav!
* How long have you been blogging?
I have been blogging since December 2005.
* How did you first hear about blogs?
I first heard about blogs in December 2005 from a friend who blogged.
* Why did you decide to start blogging?
I first started blogging in order to build an online repository of my creative writing, mostly poems. Over time, however, I have started looking at blogging as a tool to discipline my thinking and share my ideas with other people in my domain.
* What process, if any, did you work through from a corporate perspective?
For a very long time, my blog was basically a personal diary. As I started writing an increasingly large number of posts about blogging and marketing, I finally divided my blog into two parts in May 2007:
Now, most of my posts are about social marketing (often with an Indian focus). While I haven't directly used my blog in my work, I have often used insights from my blog at work, especially in the area of online marketing.
* What are your most and least favorite aspects of blogging?
My most favorite aspect of blogging is being part of a conversation via a marketing meme (like social media measurement, mediasnackers, or conversation age). I totally love it when I see some very smart marketing bloggers build on each others' ideas like this.
My least favorite aspect of blogging is maintaining the backend of my blog.
* What would you change with 20/20 hindsight?
Three times over the last two years, after periods of manic blogging, I stopped blogging completely for a few months and had to start all over again. In fact, I have just resumed blogging after a six month break. These breaks have often given a renewed focus to my blogging, but, in hindsight, I would want to be more consistent in my blogging.
* What three blogs have you gained the most insight from in the past month?
For insight per post, very few blogs beat Seth Godin, Hugh McLeod and Scott Adams.
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
Max Kalehoff, #14 on the November 2007 M20, has left Nielsen Online and joined startup Clickable as VP of marketing. Read more on his blog.
Enrique Burgos is Relationship Marketing Manager of SEUR (express delivery & logistics spanish leading company) and blogs at El Blog de Enrique Burgos. Hello Enrique!
* What is your URL and how long have you been blogging?
Since March 2007. In the beginning I wrote in english and now in spanish.
* How did you first hear about blogs?
Probably from one of the spanish gurus, Martin Varsavsky, founder & CEO of FON.
* Why did you decide to start blogging?
i thought I had to share many things, my thoughts, vision and perspective about relationship marketing, loyalty, web 2.0,...
* What process, if any, did you work through from a corporate perspective?
Nowadays, nothing. I want to develop something probably in 2008, but in my industry is difficult and it's not very expanded the usage of internet at all.
* What are your most and least favorite aspects of blogging?
Incredible expansion off your message, you can reach everyone all over the world. You are "obliged" to post very frequently, every day,...it's like a drug, you "need" to post.
* What would you change with 20/20 hindsight?
nothing
* What three blogs have you gained the most insight from in the past month?
- Martin Varsavsky Blog
- Enrique Dans Blog
- Sound off Blog from Manage Smarter
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
C.B. Whittemore blogs at Flooring The Consumer, #9 on the October 2007 M20 list. She is Director of In-Store Innovation for Solutia Inc.’s Wear-Dated carpet fiber division. Her blog focuses on marketing and the consumer retail experience, especially in flooring.
Here’s more on C.B.:
*How long have you been blogging?
Since June 27, 2006 – to be exact.
*How did you first hear about blogs?
I first became aware of blogs in late 2003/early 2004 while researching marketing to women, the retail experience and word-of-mouth marketing. Most of the ‘sharing’ of perspectives was done then via newsletter, but blogs were cropping up. As newsletters converted to blogs, I subscribed to them. I didn’t immediately realize that these were blogs; I did, though, consider them rich and interesting, relevant and wonderfully fresh because of their frequency. Andrea Learned’s Learned On Women comes to mind, as do Tom Peters and David Polinchock’s BEL Brand Experience Manifesto.
I passively monitored the medium as articles appeared more frequently in USA Today and The New York Times. Then, in mid 2005, MarketingProfs offered a webinar about building word-of-mouth through blogs. The presenter suggested a Dummies book which I devoured, dog-eared, highlighted and filled with stick-em notes.
I took the blogging plunge after attending an Innovative Marketing Conference sponsored by Corante and Columbia Business School. Everyone in the room was living innovative marketing; they all blogged. Through their blogs, they contributed a third dimension to the learning and interaction.
*Why did you decide to start blogging?
I’m fascinated with non-traditional marketing, with marketing that takes smarts rather than big budgets. That’s why blogs seemed so interesting. But, I needed to experiment for myself. I initially saw value with blogging as a self-publication mechanism in support of one of my roles. So, I focused on those topics - researching marketplace consumer and retail trends – to publish relevant content more frequently than I was able to via the major industry publication. The blog not only meant keeping the subjects top of mind, but it also created a credible reference point for our field force to go back to at any time.
*What process, if any, did you work through from a corporate perspective?
Given the low investment [my time after hours; free blogging platform, analytics, etc.], I only mentioned Flooring The Consumer once I had figured out the mechanics and published my first post, a trade article about women in the flooring industry. I promoted that article to one of my customers, who contributed a post, then analyzed a multi-part interview of two well-respected women in the industry [who also contributed posts] – and gotten wonderful reactions [via email or phone, rather than from blog comments] in support of the blog and the topics it addresses.
Two months later, at an internal sales and marketing meeting, I physically took my colleagues through the blog, explaining what it was, how it worked and how to subscribe. My boss stood up and encouraged everyone in the room to subscribe! Pretty cool!
As the blog has evolved, my peers have contributed, and our direct sales force [i.e., Wear-Dated Representatives] have helped me share stories about valuable retail practices or outstanding retailers in their regions. It’s a useful means for promoting great flooring retail experiences.
*What are your most and least favorite aspects of blogging?
Most favorite: the richness of the exchange, the intensity of the learning, meeting like-minded marketers willing and wanting to experiment, who exude passion about their area of focus. Being able to increase the depth of content via links; creating a means of engaging readers to elevate the flooring category. Sharing information that I’m fascinated with…
Least favorite: I need more time to keep up with conversations and experiment more.
*What would you change with 20/20 hindsight?
I might have done more listening and commenting on blogs before getting started [i.e., the recommended approach] to jump start the process. I didn’t. But, I got going and learned a great deal in the process. Thanks to many very generous bloggers like Mike Sansone who noticed me early on, welcoming me into the marketing blogger fold, and Susan Abbott and Stephanie Weaver who invited me to participate in the first ever Bathroom Blogfest in October 2006 [coming up again in October 2007], it wound up that none of that mattered. I’ve tried to make the most out of every unexpected and unusual opportunity that the blogosphere offers [e.g., The Age Of Conversation, Blog Action Day] to participate and learn even more.
*What three blogs have you gained the most insight from in the past month?
- MarketingProfs Daily Fix Blog featuring many of my favorite marketing bloggers
- Toby Bloomberg’s Diva Marketing Blog
- David Meerman Scott’s Web Ink Now
*Anything else?
Blogger voices are intense. They are passionate. They constantly teach new approaches, tools, solutions, ideas. It’s an amazing experience! I encourage everyone to try it in some way.
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
Max Kalehoff blogs at AttentionMax and is #13 on the October 2007 M20 list. He is currently the VP of Marketing at Nielsen Online and blogs about marketing, media, and life.
Here's more on Max.
* What is your URL and how long have you been blogging?
My blog is AttentionMax, and it's dedicated to my views on marketing, media and the intersection with my personal life. It has a big emphasis on interactive marketing, research and analytics, reflecting my career. It's been around since January 2006.
I've been blogging -- sort of -- since 2004, as I created BuzzMetrics' CEO blog as well as led the strategy for Hitwise's analyst blogging platform, when I was consulting for both of them. I've also been writing oped columns for MediaPost since 2004, and blogs are integrated into the email/Web publishing platform. I also created a video blog called Engagement By Engagement, which is in remission until there's some significant new momentum in advertising engagement. (But it's still the single richest place for industry viewpoints on engagement.)
* How did you first hear about blogs?
I think it was back when I worked at Media Metrix in 2000. Yes, even back then there were a handful of blogs and personal publishing platforms which met reporting standards in the syndicated media reports.
* Why did you decide to start blogging?
I started because I was curious -- plain and simple. That said, there are key reasons why I continue:
* What process, if any, did you work through from a corporate perspective?
For the record, my blog is independent from my employer, and I'm legally required (as most of us are) to comply with standard corporate electronic communications policies while serving as an employee. I try to avoid blogging directly about my company, unless there is some very material or relevant development consistent with my blog's focus. Instead, I try to cover larger trends and observations that are in alignment with my industry and company.
While independent, I believe my blogging directly benefits my work because it enables me to have a more compelling voice in my industry; it's a platform for ideas and it empowers two-way communications with key stakeholders. In fact, I receive a lot of press interviews, speaking requests and sales inquiries through my blog. Importantly, I redirect a lot of my thinking and writing directly to workplace scenarios, whether it be tactical analysis or thought-leadership.
Finally, I emphasize that AttentionMax is my personal blog. It's a reflection of me, the person, the consumer, the husband, the new dad, the average suburban guy struggling to make sense of consumerism's marketing assault on my psyche. I'm not some faceless talking head, and I think that appeals to people. I was born with a certain level of honest sarcasm which I can't pretend to withhold, and some people love that while others can't stand it.
* What are your most and least favorite aspects of blogging?
My favorite aspect of blogging is the process of organizing my thoughts and presenting them. I also like experimenting from a Web publishing standpoint, including the technical aspects of interactive which I mentioned above. I also like getting feedback, whether through comments or directly via email, or in person. Blogging tends to introduce you to people who you otherwise never would've met, so that's pretty cool.
My least favorite aspects are when other bloggers are rude to you; some forget there's a real person on the other end. And as much as I like the technical aspect of blogging, technical meltdowns can get frustrating. Fortunately, I have supportive friends to help me there.
* What would you change with 20/20 hindsight?
I would've adopted the Wordpress platform from day one (versus Moveable Type), and I would've started AttentionMax two years earlier than I did.
* What three blogs have you gained the most insight from in the past month?
You only asked for three, but I also pay attention to my colleague Pete Blackshaw. I also pay attention to you. For anyone interested in which blogs I direct my attention, see my blogroll on AttentionMax. I recently cut my blog blog feeds from about 250 to 70. I'm finding I get more value out of paying attention to fewer versus more.
* Anything else?
Another thing that I think is kind of eerie, but also kind of cool, is that my blog will be around longer than me. Blogs are major manifestations of our identity, and the prospect of them living on far after our time on earth is an interesting one. With so many millions blogging, imagine the rich personal accounts that future generations will have when researching and interpreting history.
I also am curious about the splintering nature of electronic expression. Sure, I nurture my blog, but I'm also active on a host of other digital communication platforms, like Twitter and Facebook. I suppose the individuality of my blog will keep me going indefinitely. I've never been so loyal to any other social-media platform, other than my AIM account.
Finally, I consider myself a perpetual novice, constantly in experimentation mode. So any constructive feedback from anyone is welcomed.
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
Valeria Maltoni is social media's Conversation Agent and #4 on the October 2007 M20 list. She is currently the Director of Marketing Communications at SunGard Availability Services and blogs about "how talk can change our lives."
Here's more on Valeria.
*How long have you been blogging?
Since September 2006 -- yes, it's been over one year now. I think in blog experience it's already a long time and maybe I was sort of blogging before. For 7+ years I moderated an online listserv for the business group of Fast Company magazine readers.
* How did you first hear about blogs?
Because of my strong association with Fast Company, I've been reading Tom Peters' and Seth Godin's blogs since their inception. I followed outbound links from there and here I am today, reading about 100+ blogs on a regular basis and connecting with a larger number weekly.
* Why did you decide to start blogging?
As a result of developing a network (above) to 500+ professionals and running almost 100 events in the last 7 years, I accumulated a lot of knowledge and learning from experience I was eager to test in other media. And I've always enjoyed writing as a way to communicate with others -- the conversation is a space I've inhabited ever since I can remember.
* What process, if any, did you work through from a corporate perspective?
I started when I was still working in a more conservative industry and in a company that did not make use of online marketing at all with the exception of banner ads (you may call them traditional today) on the web versions of trade publications. It did not make sense to speak about my blog at work and my intention was always to keep it separate. When I transitioned to my current company in the IT infrastructure and services business and throughout the interview process with other companies, I listed my blog URL on my resume. In fact, I can say it has been a strategic component of my career growth.
When my boss made the internal announcement, he insisted on listing my experience as blogger and community recognitions, including the M20 in it. Many of my colleagues read what I write there. We have a corporate policy on blogging, which I had the chance to review recently in case I wanted to comment (part of my responsibilities cover internal communications), and I adhere to it.
Recently I wrote a story about Dell, which in some areas may compete with us, I disclosed my affiliation with the folks at Dell and my working on the story at my company -- transparency and respect play a large role in how this works.
* What are your most and least favorite aspects of blogging?
Writing for publication has introduced a whole new level of discipline to my thinking in an organized and organic fashion and gives me the ability to listen to feedback and learn all at the same time. I know of no other medium that would provide all of this with absolute freedom and personal accountability wrapped around it. Do you?
The least favorite aspect is that with some sort of fame, you may also have envy and the occasional person who tries to ride on your coattails for traffic and popularity.
* What would you change with 20/20 hindsight?
I would have figured out how to map my domain name to the TypePad URL completely sooner. I spent the good part of 8 and a half months with split links and online identities. Funny, I was reading what Todd Watson wrote in response to this question and got distracted for a moment -- on some level my company competes with IBM; I on the other hand, consider bloggers first for the shared experience of publishing in this medium, then for what they do at work.
I could say I should have started sooner, I was probably ready for a long time -- I used to talk back to the TV. Conversation is who I am about, it's in my DNA, and this medium is the best to afford the proper balance of content, discussion, and connections among things and people.
* What three blogs have you gained the most insight from in the past month?
This is really hard, I read a lot of them. If I had to pick, I would pick on the basis of how they have helped me gain focus on my new responsibilities at work -- Brand Autopsy by John Moore who also happens to be an incredibly nice person with a great sense of humor, Servant of Chaos by Gavin Heaton who in many ways thinks the way I do and has a strong poetic vein, Logic+Emotion by David Armano because his visuals are true designs of conversation and have inspired more than one of my work plans so far.
* Anything else?
Yes, I would encourage all the marketers on the corporate side to think of what their organizations put out as we would rate a blog post -- would it be worth commenting on? That's how I think our communications need to change -- more story, more compelling on the benefit scale, less dinosaur speak that puts your stuff in a sea of sameness and more of the language and tone that can inspire a comment, an action, a connection.
I know it is not always possible to control all the pieces and get everywhere, I've worked my whole career in corporate America. We can inform, teach and inspire by example though. It's worth trying. Having said all that, I am working in that direction at my company. Just remember that at this stage I am two months old.
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
Kris Hoet blogs at 'Cross The Breeze, #17 on the September 2007 M20 list. He is currently the EMEA Marketing Manager for Microsoft in Belgium and blogs about interactive, technology and a host of related topics.
Here's more on Kris:
* How long have you been blogging?
Since October 2005.
* How did you first hear about blogs?
I’ve always been interested in using new technology/media in marketing and for years I’ve been surfing the web discovering new things and typically sending a whole bunch of links to colleagues for stuff they had to see (thank you del.icio.us for fixing that). That’s how blogs entered my life I guess.
* Why did you decide to start blogging?
I wanted to understand it a lot better. Reading blogs just didn’t seem to be enough to really figure out what was going on, what impact it can/could really have. So I looked for a good platform that would allow me easily set this up (and free) and probably started shortly after on Wordpress.com. Although this initially was supposed to be like a 3 month trial (yeah I know, sounds silly but that’s the truth) to figure it out, I got into it quickly and [never stopped].
* What process, if any, did you work through from a corporate perspective?
Nothing really. I uploaded my blog to the Community website (which is optional) and signed up for the internal blogger alias (optional as well) and that’s it. The Community website might get you some traffic and can help customers to find information (although that last one is less relevant with my blog as I don’t talk about tech aspects of our products) and the alias is good when you want to ask a question to some of the other bloggers at Microsoft (there are about 4.500 of them, but not all on the alias). And I added a disclaimer of some sorts stating the blog represents my opinion, the usual I guess.
* What are your most and least favorite aspects of blogging?
- Most favorite aspects are the experiences you have because of the blog, always new things happen. The people I’ve met through blogging and the conversations I’ve had (both on the blog as via other channels) were beyond what I expected at first. The blog also turned out to be a great digital archive, something I always missed when sending out interesting stuff over email the years before.
- The least favorite parts are probably the comment spam (although Akismet works quite well to fight it) and the splogs stealing your content. In the beginning I didn’t like the daily rhythm you’re trying to get yourself onto for blogging, but once you give up on that you see it works fine without that posting stress.
* What would you change with 20/20 hindsight?
Not much really. I wouldn’t have written my first posts, not because they’re wrong but because they were a lot less on topic at that time… more random things I got interested in, but then again they were a good learning as well.
* What three blogs have you gained the most insight from in the past month?
Tough question. I’m following around 300 blogs and there are many that I enjoy reading. Some really good ones among them are:
Gapingvoid : I use at least one of Hugh’s many cartoons in almost every presentation I give
Marketing & Strategy Innovation Blog: because it groups a bit of the best of some bloggers I like reading and follow individually as well (David Armano, Guy Kawasaki, …)
Marketing Profs Daily Fix: same like before, some interesting people together in one place, thanks to Ann
* Anything else?
Let’s say I really got the hang of the whole blogging thing as I started 2 other blogs during the course of the last few months, both on very different topics. In I Blog Mustang I wanted to look at ways to get myself that precious classic Mustang I always wanted (in a bit of a fun way hopefully) and in Little Book of Travel I hope to gather good stories & rants from frequent travelers to be read by frequent travelers. So no tips, brilliant holidays or anything… anything else you can send my way. Forgive me for the shameless self promotion ;)
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
Kevin Dugan blogs at Strategic Public Relations, #2 on the September 2007 M20 list. He is currently Director of Marketing Communications at FRCH Design Worldwide and blogs about PR strategy as part of integrated marketing communication.
Here's more on Kevin:
* How long have you been blogging?
prblog.typepad.com has been live since June of 2002. I was at an ad agency at the time before moving client side to my current employer -- an architecture and interior design firm.
* How did you first hear about blogs?
A co-worker had been writing a personal blog and the media was slowly starting to discuss them. The uninitiated were usually dismissive, characterizing them as online diaries brimming with teen-like angst. The uninitiated have since moved on to dismissing things like Twitter as blogs have been proven out as a viable marketing tactic. Twitter will get there too as marketers find new, creative ways to apply it and reach their target audience.
* Why did you decide to start blogging?
An opinion is worth 80 IQ points and a blog helps me craft mine. But the final trigger was an Information Week article. It noted how blogs are easy to use and allow you to serve up your intellectual capital and essentially carry it around with you over time. I wanted to stay current with my skills and continue to hone my writing. Mission accomplished.
* What process, if any, did you work through from a corporate perspective?
I'm very upfront about the fact that my views and opinions do not necessarily reflect those of my employer or its clients. My employer supports my efforts indirectly, but the blog is mine. They do have a blogging policy in place that I am also in line with…my posts cover topics and information I would be comfortable telling our competitors.
* What are your most and least favorite aspects of blogging?
- Most favorite has been meeting marketing folks from around the world and getting smarter through the conversation.
- Least favorite is being past deadline on a writing assignment for the last five years. I knew going into this five years ago that I needed to set expectations. My posts come about once or twice a week. Posting more for quality vs. quantity has meant the slow build of an audience. But it also allows me to have a life, day job and all that jazz.
* What would you change with 20/20 hindsight?
Start the blog at a dedicated domain that I own. Now I do not want to lose the Google juice it's taken me so long to collect. This would also give me the flexibility to change software platforms more easily.
* What three blogs have you gained the most insight from in the past month?
Twitter (if you reason that everyone I follow there is a microblog and Twitter one big feed)
Advertising Lab (Ilya has a great mix of content, links and eye candy)
Influx Insights - (Ed Cotton keeps coming up with the next/new now).
* Anything else?
After blogging for five years, my experience has really improved/changed in the past 12 months. After adding Twitter and social networks like Facebook into the mix I am more actively involved in the conversation. People are busy and, while they might be reading you, they might not be commenting as much as you'd like. Part of that may be my content style and some of the communication was behind the scenes via email.
The added level of almost contagious engagement I'm looking for comes through Twitter and the socnets. I've also started playing with video recently and am enjoying that experience as well. These breakthroughs all came just in time as I was considering walking away from the blog entirely.
The creation of this communication ecosystem (three buckets: blog, microblog, socnets) winds up fueling itself as I might start an idea using 140 characters, someone else thinking about it might come my way via Facebook…I do not have to surf Facebook, it continually serves up the latest to me...and then post about the topic on my blog. Or I might blog about something….you get the idea. It's a very potent combination for conversation.
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
I've run across a couple of additional client-side marketing blogs:
Welcome and Bienvenue! Submissions on marketer blogs are always welcome here.
Tamara Gielen blogs at BeRelevant, #3 on the September 2007 M20 list. She is currently an email marketing manager at eBay in Belgium and blogs about email marketing best practices.
Here's more on Tamara:
* How long have you been blogging?
Since February 2005
* How did you first hear about blogs?
Don't remember exactly but it must have been 2003-2004
* Why did you decide to start blogging?
I had to do a project for a course that I attended in 2005 and one of the options was to set up a blog. I choose the topic of email marketing because I was already gathering a lot of information on the topic and I thought that a blog could be a great way to share my passion for email marketing with the world. I wasn't very successful at monetizing the blog at the time, but I couldn't stop blogging after the course finished ;)
* What process, if any, did you work through from a corporate perspective?
None. I just included a disclaimer in my about page saying that whatever I post on the blog is my own view, and they don't represent the views of my employer. To avoid getting into trouble, I've always avoided talking about my employers.
* What are your most and least favorite aspects of blogging?
- Most favorite aspect: it is great for networking and personal branding. It helped to establish myself as an expert in my field. My current and future employer (I'm about to change jobs) both hired me on account of my blog.
- Least favorite aspect: it's time-consuming. I spend at least one-two hours per day reading articles and surfing the internet to find topics to blog about. When I don't post for a couple of days, I feel guilty...
* What would you change with 20/20 hindsight?
nothing really :)
* What three blogs have you gained the most insight from in the past month?
No man is an iland
Email Experience Blog
Email Insider
[If you're a client-side marketer and would like to be profiled - even if you're not in the top 20 - send in your story! See this post for details.]
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