“Thank you,” to everyone who presented, attended, sponsored and allowed us to make BIN2010 a reality. We know it’s not easy for anyone to steal away for a couple of days, but we hope we’ve made it worth everyone’s while!

What’s next for Blog Indiana?

Blog Indiana is going back out on the road, sharing and strengthening connections in the state’s social media & blogging community, one venue at a time. We’ll also be absorbing all the feedback we get from BIN2010 and channeling that information into making BIN2011 even better.

And, being a blogging conference, we thought we’d dabble a little more into the blog arts. So make sure to keep checking blogindiana.com so you can keep up to date with the latest news, information, and invitations.

Looking forward to seeing all of you again soon!

And, once again, thank you all so very much!

- BIN

NOTE:  Carissa Newton’s Session can also be seen LIVE on blogindiana.tv!

The crowd is creeping back from lunch. Carissa will begin around 1:40pm.

I would have written more about the surprise giveaway, but I didn’t win. (if you sat in one of the chairs that had a surprise logo underneath won great prizes).

Carissa has an original start:  she gives out chocolate!

Delivra’s email marketing strategy

issue:  to build a national brand

“The bonds of matrimony are like any other brands – they mature slowly.” -Greg DeVries

Why Delivra started blogging:

Carissa had experience in the market. Successfully and otherwise.

History – Delivra email – 1999.

Carissa had little budget

(Just got one of the Chocolate. Thank you to Dave Woodson and his generosity for giving me a second Hershey bite-size bar)

Stage 1:  Dating

Started with email chatter

Checked out the competition (like DATING)

What should blogging be?

With help from FireBelly Marketing!

Wanted to put a personal face to Delivra!

Sold it to Corporate:

Startedd to generate levels

Remember:  maintain activity level and consistency!

A lot of the brand was built on SEO and search.

Stage II:  the Dance

Increase engagement!

Education:  Implementation:  Education

How to schedule blog release

“Who leads (in the dance)?”

Your developers can blog! Unique perspetive every day.

Schedule and announce the post

Stage III:  Meet the Parents

Search Guest Bloggers

“Carrot and Stick,” for bloggers. Gift cards…for employees. When she stopped giving gifts, she stopped getting results. She got out the Stick – demoted some bloggers who didn’t blogg and promoted other bloggers

Stage IV:  The Engagement

Who do you tell?

Make sure the community is watching:  clients, stakeholders…

PR – Social Media

Found the blog? – via Search!

Stage V:  The Wedding

The BIG Day -

Blog launch going:  Post and Schedule extra content

Stage VI:  The Honeymoon

• Don’t get too comfortable.
• Research for new ideas!
• Prepare for the future.
• Give Variety to the blog
• Become a resource – people come back to you

StageVII:  The Blend

• Compromising his and her styles
• Blending the finances
• HOW TO INTEGRATE OLD w NEW: Integrate, engage
• Blog is the focus of the social media strategy
• Nanmed the blog unique
• Make it original, inviting…cross promote with site – cross-promote all marketing materials
• (She’s working on the design of the corporate site)

Stage VIII:  The Give & Take

• Social Media goes both ways….write and promote / read and engage on others!
• Make sure you have “flava!”

Stage IV:  Seven Year Itch

• Run low on ideas
• “Learn to Repeat Yourself.” – in different styles…keyword building
• Take a break
• Recruit Guest Bloggers

(Lindsay Manfredi owes her a blog post )

Stage X:  The Golden Years

• No Betty White Jokes (grr) but…
• Revisit Most visited posts
• Play with SEO keywords on posts
• Measure results
• Additional content – video, pics
• Show lifestyles

ALWAYS MEASURE!

Results:

leads, seo, inbound links…

They are also scheduled 2 weeks in advanced!

Note:  Paul Poteet’s keynote presentation is also been shown live on streaming video on BlogIndiana.tv!

Pre-show…

The show is starting here in a bit. Jason Bean is handing out vendor swag. Attendees to my left are telling Robby Slaughter about how they started reading his book….and other various light-hearted events…

Shawn is telling announcements, sponsors…

Speaking of sponsors…a representative from the IU School of Informatics is telling the crowd about the school’s intern program and about the school as a whole.

Now Shawn is telling us why he was late:  his baby daughter took his phone (  / alarm clock). His excuse for being 15 minutes late was way cooler than mine (overslept).

“This will be way cool,” Poteet’s charity – “Pat Tillman foundation.” Donation matching.

Here’s Paul Poteet

Paul is starting off by announcing winners from Hare Cheverolet – with Shawn’s help.

Paul’s Presentation

Talkin about the differences between old media and new media

Paul’s showing some video:  technical difficulties.. “always have a plan video.” Paul doesn’t skip a beat

“What is it that you follow me [in new media] now?” He’s asked via social media

One – Jim, “You bring up a good point

Shawn got the video working and now it’s in loop lol…Paul – “I’m not afraid of a little dead air.”

Pul tries to tease the video again, and only the audio shows…there’s the video. the video is showing how local news stations are trying show why you should listen to them. WTWO:  The Team, the Tower, the Transmitter.

“Your family will DIE if you don’ watch this…”

Oh dear, we’re gonna try another clip

Pinpoint DOPPLER 4000… “So powerful it can see you in the shower.” [Wow, stations do that down here?]

Example #3…New… “We’re gonna make mother nature our bitch.”

Great video parodies.

Back to the presentation. “Well, if I get fired I can aways do what Paul does.”

So he asked what the audience thinks he does. ..reading answers via Twitter.

“I love my audience.”

most of his followers continue to find him comforting

• others think he relates to the audience
• humor – one-liners
• like his successful tradition to new media
• because they think he acts the same in person as he is in new media
• “the hip, 47-year old weather guy”
• he delivers now and not at standard times

Diversifying platforms – horizontal and vertically, even since high school (great pic of him in sweater vest and butterfly collar). He’s referring to the many different stations he worked at growing up.

History

Teenage DeeJay at Q95. He was fired because (oh, this answer could be dicey), “culture shock.” Paul didn’t know what the powder was in the white bag…and went to WFQB and then went back to Q95 later on. Me his wife at WTPI in the 0′s. He got fired from there…also got fired from all over the place…after they fired him at WTPI, his wife got a raise…management changed.

• Voice over…
• Radio syndication w/ Alford and Kitchell
• Metro Traffic…lead to Radio

Advice

• Always have a plan B, C, D
• Don’t fear the technology
• think ahead
• don’t get boxed in – always have a way out. Especially if the job starts to suck (..pref with a funny line)
• If you want to be a personality in any type of field – believe you have the personality others want:  “non-duplicated product.”
• Make the content FUN! – t-shirts, nicknames, (he uses the techniques on his channel as well)

If you’re marketing yourself, all you really have is your name.

Things that don’t translate to new media

“Down at camp Atterburyto talk past and future as combat units leaving Iraq. Story at 4pm.” – PUT IN A LINK

Broadcasters no longer control all of the information – you can find it yourself!

Colts, “How long is Jeff Saturday out?” – you can find it. What’s the point of the teases?

…here comes a video! (fingers’ crossed)

The approach didn’t click with him until he started “Off the Cuff.” And when he say the immediate exchange and engagement….it clicked (pun).

Scenes from, “Off the Cuff.” …eventually…maybe…hopefully. #FAIL…here comes Robby Slaughter to save the day….he’s going to show success through failure. Paul’s trying to time his speeches to when he hopes the video works…Paul is discussing transiion to new media. Great fill speaker.

Filler Q&A

Staying true to your personality:  “what if it doesn’t match the audience?”

It’s a problem the industry is facing as media availability changes. TV can’t support their current format. “They’re going the way, I hate to say, of travel agents.”

Take 3

Paul fills with a story about getting used to automation when at Channel 6. One day, at 5am, a shot came up of a camera of the backyard. The anchors could be heard, but all that was seen was the station’s backyard foilage. The compute had to get rebooted before they coudl start again.

Take 4

YouTube search “Off the Cuff.”…we’re gonna try this internet thing and find them there.

Great videos…there’s a series of them. We’re gonna watch them all while we’re at it. (I’m not telling you what they are. They’re a funny, viral video series…)

Those videos brought him here. And a Blue Cobalt from Hare Cheverolet….speaking of Hare raising.

THE BUNNY IS HERE!

Pat Tillman Foundation story. Raised money solely online.

That’s why he likes the power of online…”one day I’ll have enough money to make a Mac.“

Falls ask the audience "Why Do You Blog?" (audience reaction)

• SEO
• Traffic
• Catharis

Jason recants 2009 speech " there are no rules."

Baggott introduces Jay Baer to Indiana! They go back to the Exact Target days. Baer moved here this week just to be in the Indiana SM community.

Background behind the study

Baggott challenged Baer: "What percentage of overall traffic is coming from first-time visitors?"

The thought had Falls start his consideration. 75% come from unique visits.

Baer:  every page of your site can be a home page (landing page). What is that page saying to your readers? CTA? Information!

Baggott:

things people do online

• 1 email
• 2 search
• 3 online banking
• 4 social media
• 5 read blogs (only 2%)

Who is your audience? - Traffic Sources

Baggot - [interchanging "Search" and "SEO"...don't think he means PPC]

Can’t control traffic via branding (can hope)

Can control traffic via Search [SEO]

Falls – thinks people think twitter is a cool place to go and get news like ESPN…what that means? More people use the utilities. 1) email marketing 2) search engine marketing are places to concentrate before Social Media.

Baggott:  $2Bil spent on those you know (social) $30Bil on those you don’t know

Baggott Example:  Scotty’s use Social Media…25K search a month for “Indianapolis steakhouse.” Can’t ignore SEO. Biggest opportunity.

Falls:  example…Einstein Bagels and 3k fans on Facebook. Gave away a free bagel to fans. Induced 3ook people to click a button. Potential Customer or Engaged Fan? Bets on SEO search that more than 300k searches for that

Baer disagrees:  66% search (99% google). Many come from other places. Search isn’t the only place they come from. But search is where you have control over.

Baggott and Baer are debating whether or not locals are going to get the same engagement…Baggott brings up a deli in Denver who couldn’t find great bread so they started on their own. Came across a gluten-free recipe and it’s blown up because…I’m guessing they were find on Search 17k fans.

Baggott:  most businesses – traffic is worthless unless there is intent to buy

Facebook interaction can’t be seen on Google like Twitter’s can…doesn’t help the site’s TLD

The use of engagement on the site allows the users to create content for you that will help your site and SEO

Baer uses an example of Western River rafting site about those who book trips then like the site and engage before the trip and then hooks to Compendium and an email is sent to all the trip goers. And that becomes a blogpost on compendium (sweet)…For the site, since April, 1,100 pages of content. Fans write a thank you email regarding the experience; it gets posted as a blog post. Then once it’s posted, the users get an email with a link to their post which they share.

Baer:  Facebook is leaving FBML and going to iFrame. iFrame content wraps around your content and prevents it from being indexed into Google.

Baggott:  that’s what happens when you hitch your hopes to a wagon you didn’t rent. Facebook has the right to do that!

Falls:  Engagement is taking more place in social networks instead of blog comments. But blog comments are a powerful tool for SERPs.

Baggot example:  HH Gregg. Ads on Facebook page. Still do it on Sunday. Traffic spikes on Monday. But customers are still going to check online and research the washing machine online…and if they find a lower price…

Average website on search converts 1.6%. Average blog is higher.

Baer:  most of us won’t retire on search…what’s the purpose…what are your success factors?

Baggott to Baer:  Commercial email engagement vs. (11 – 16). Vs. Blog engagement.

You’re hear to solve a problem for somebody…and move on.

Zig Ziglar from the 50′s “People buy from People.”

Baer:  Why email is so important. I’d rather have people subscribe via email.

How people use Twitter:  “they’re in; they’re out. They’re in; they’re out.” Hit & miss.

Dirty secret of Facebook:  1 out of every 500 of your friends/fans news pieces feeds show up in your feed.

Falls:  “…and it’s mass marketing.”

Baggot:  “can’t target message on facebook. Everybody gets it.” [What if you use multiple fan pages?]

Falls:  discussion of email /phone number for DB marketing

Baer:  Social Media has developed a new front door for DB marketing

Volley of interaction

Falls: like I said, we trust search engines. That trust is inherent. We have grown to trust them because we think Matt Cutts created an algorithm that makes it all work….Google wants people to try and game the system to make themselves more relevant…makes paid searches more valuable.

If you don’t have rep or trust w/ and audience, Search is the one area where you can do things without communicating with anyone. And blogging is one of the ways to do that.

1) is it recent 2) do others think it’s good? [offsite...publishing...Cutt's "quality content people link to."]

Baggott:  and you need to know your keywords…especially in the long tail…

Longtail:  higher converting; less traffic. Less linking help.

Directories:  Google doesn’t want directories to win. They want businesses to win.

Baer answer to question:  wrote a longtail paper about the staggering effect of longtail keywords..4500 search terms, 8500 visitors….many rank #1

Baggott: searchengineland.com (Sullivan):  25% of all Google searches have never been done before!

Fastest growing segment:  8 word phrases

Questions:

Question:  so much out there…how can you not be too small a fish in a big pond. And that you don’t narrow too much?

Baer:  used to – keyword research and analytics. more about backlinks instead of keyword density

In the end:  Create great content!

Falls:  using blog tags

Baggott:  density within a keyword of content. Search engines want old and new content [aka:  content]

Falls:  if you blog consistently over time.

[my point:  if you're using categories on blogs to go after keyword ranking, make sure you category is indexable...many blogs default "noindex' on category. SEO Copywriting can shotgun the keywords over time if you consistently blog and interlink the pages]

Baggott:  “Stuff you don’t have to worry about when you use Compendium.”

Baer:  people think Social Media is fast but in the end it’s the slowest of the medium.

Privacy questions and answer:  make sure there’s an admin layer to get user compliance before you use it.

Baer:  one weekness for the email:  the content isn’t indexable

Consider posting email content from the past.

That concludes the session. If you have questions, please don’t hesitate to ask!

In a moment, #BIN2010′s afternoon keynote speaker, Bruce McClain, will begin his presentation titled:  “Behind Scotty’s Social Media Playground”

Shawn’s introducing Bruce. Here we go!

Bruce is covering for Scotty Wise, “I feel like Curtis Painter”

I Feel Like It Is a Playground (at Scotty’s Brewhouse)

How he got to Scotty’s …”several years ago,” (chiildhood pic of Scotty Wise.)  Childhood friends. Did business together via different companies for 14 years.

Bruce built Scotty’s Brewhouse website way back when (1996 – owie).

Now he’s been helping take Scotty’s web presence to the next level. Bruce knew about the Social Media stuff, but is getting a crash course in the depth of their efforts.

Light mood here:  Bruce – “Anybody been to The Lakehouse?”

“It’s not even on the lake” – crowd.

Scotty has multiple pages on multiple outlets:  facebook, myspace, foursquare, yelp!…Scotty was covering his own stuff for awhile.

And the Social Media efforts will extend to the new efforts – Brewhouse in BroadRipple, location coming to South Ben?

Total:

• Scotty’s has 25 sites and has captures 34,000 email addressees
• 14,000 VIP cardholders
• 4, Twitter folloers
• 5k friends
• 6k facebook fans
• More stores opening soon…Scotty and Bruce manage them all

Facing recession:

Pulled ads from traditional marketing and focused on Social Media instead. Social Media is credited with help Scotty’s Brewhouse survive the Recession

The Plan:

1. Set responsibilities and frequencies
2. tools and automation – Tweetdeck, Hootsuite…
3. Interconnect online properties…combine mobile and regular site…reduce redundancies in content management
4. Empower staff – 600 employees..let them be the PR staff
5. Train  train the staff, train themselves…keep it going. -  no simple task. employees need to know the tools!

Twitter Strategy

Initial Situation

• Scotty did all the tweeting. Still does. including 50-75 DMs a day. Scotty answers them all.
• 200 @mentions a day for @brewhouse.  mentions of “Scotty’s Brewhouse,” without using a tag or mention
• trying to promote 6 locations
• continue general marketing

Plan

• Corporate members and stores got @sbh_
• Made sure Scotty didn’t have to remember everything…mkt, promotions, hiring…
• Corporate team is now accessible via Twitter
• “Let Scotty be Scotty,” – unfiltered
• Allow other members handle custom relationships (hard for Scotty to do)
• Trained the management staff!

Scotty Wise’s Dos and Don’ts on Twitter

• Embrace scheduled tweets (so team doesn’t have to tweet during food rushes). Get the tweets out before the rushes to give audiences ideas
• Tweet for multiple categories:  personal, marketing, interesting things, industry…
• No Tweets from 11am-1pm & from 5pm-7pm (food rushes and tweet rushes)
• Doesn’t do Follow Friday
• DM the thank you’s
• Do NOT PROMOTE event that is DMed to you! Do it publicly!
• use Google to find twitter handles
• hashtag events!

Scotty Wise’s BIG ONES

• Don’t worry about being politically correct
• RT Positive & Negative comments (don’t want to hide anything)
• “Twitter is a stock ticker” – you have to repeat yourself
• Never, ever waste a tweet. (Be strategic about when you send them out)

Scotty’s Facebook Strategy

Situation

• Started as an account. Hit 5K and started Scotty’s 2 and started duplicated content (redundancies)….evolved to Fan Page
• Scotty loved that birthday’s were reminded w/ account. Fan page …not so much.

The Plan

• Slowly switch everyone to the fan page….Db marketing….not fast enough for Facebook who started shutting down the accounts for “policy abuse.” Shut down the accounts without warning…Had to email them
• Allowed multiple people post multiple content to the page
• Increased interactivity on Facebook
• Added FB tabs to promote the other properties, order online, merchandise…
• Train, train, train…

Scotty Wise’s Dos & Don’ts for Facebook

• Don’t use your account as a fan  page
• Multiple categories
• Back up your Data…like FB data…THERE IS A PROGRAM OUT THERE (it’s what saved Scotty’s data)
• Tag fans on pictures and content

Successes

• “Stick your tongue on a flagpole day.” – Scotty tweeted it out. Pictures from fans. Got a touch graphic. Lawyers weren’t happy.
• “Jump in the Canal.” – Scotty tweeted it out on St. Patri4ck’s Day. $100 gift card for pics. One guy actually left the bar (maybe sober) and went to the canal jump in. Lawyers weren’t happy.
• “Father’s day Faebook co”ntent.”
• “VIP Beer & Wine Tasting Tweetup.”
• “Why I like Facebook Contest,” – currently running. Write about Scotty’s and tag them on FB.
• FourSquare – “I’m on a boat,” meetup. Brought a canoe on a lakehouse…worked with FourSquare and got a, “I’m on a Boat,” badge.

Learning Experiences

• “Bellyflop content.” – had to bellyflop dive, video of splashing lifeguards… wonder if the video was too much
• Facebook shutting off their account
• “The Web Site Incident.” – Had to switch a web vendor that could handle the traffic
• Contests – good bad and otherwise

Future

• Mobile App
• Three Wisemen Brewery
• FourSquare Promotions (trying to create their own badge)
• Facebook places
• New Tweetups
• Database interconnective – Analytics…which tools brought the customer in
• The Virtual Table Touch:  connecting with customers via the tools…and more to come .

Embrace Change

Like having to switch website vendors…if public communication and showing that the work will be done in public

Social Media is a Marathon, not a sprint.

People wouldn’t have jumped in the canal a couple years ago

Questions:

“Can you tie the tools back to revenue?”

“Uhh…no. Not really…VIP tweetups and the like…creating database. Understanding how that correlates.”

3rd party company does the DB marketing

“Will you revisit traditional media?”

“Not really. Not in the immediate future….don’t see customers paying more attention.”

“…will each location get a fan page?”

“We’re talking about it.”…Twitter’s the fastest. Still training the staff…

“How viable is the myspace page.”

“I haven’t event visited it yet, but we have one ”

“What percentage of peer-to-peer (1 to 1) interaction. Is the community policing interaction?”

“1) Not totally sure. 2) Yes, there’s quite a lot of policing. 1 person hates, 40 defend… ‘Scotty’s Mafia.’”

Bruce will stay for questions after session!

AND THE AFTERPARTY’s at Scotty’s!

Blog Indiana co-founder Shawn Plew is thanking all the wonderful sponsors…session is to start momentarily…

Plew is reminding people to check the tweet wall to see where the great and not so great presentations are taking place.

Noah just introduced Falls…nice applause…

“We’re gonna have a conversation about having a conversation,” – in a lecture hall…

Conversation marketing – object of his studies…started with a book “Cluetrain Manifesto” (1999)

It is “the 95 Thesis…2.0“  ~

• 1 – Markets are Conversations  “What the h*** does that mean?”..
• 2 – Markets consist of human beings, not demographic sectors.
• 3 – Conversations among human beings sound human. They are conducted in a human voice
• - (Watch for ‘experts’ who quote this…make sure they’ve read it first.)
• 25 – Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship
• 39 – The community of discourse is the market.
• 40 – Companies that do not belong to a community of discourse will die.

(Yes, like Martin Luther’s 95 Thesis’…)

People Are Running From This….

Americans get 13k marketing messages a day…! (per various studies)

Dot.com bust – not enough people trusting the web

result – technology created to lower the barrier of entry …blogger.com (and the like) made it easy for people engage the web….web technology became not so scary….classmates.com and etc…started to evolve.

“The technology became really, really easy.”

Might never see another dot.com because the barriers have been lowered….people now flock to the tools

People ran from the marketing messages and found communities…( image of a “snitch and bi*** group” – his words).  People could find groups of people online whom they could trust. They could snitch & bi*** online.

• Knittng
• Fantasy Sports online drafts
• Civil War…

The new technologies tore down the walls of geography

Marketers recognize this trend…”I gotta be there.”

But the people already ran from the message once.

They don’t want this! (Image of “social media GURUS” – is that leisure suit Larry?)

Here’s why it’s CONVERSATIONAL Marketing…

“If you were to walk into these [community] rooms megaphoing your message…you would be escorted out.”"

YOU HAVE TO PARTICIPATE IN THE CONVERSATION

The gurus aren’t wrong…the trick is to move the bottom line. How do marketers assimilate into these communities?

- abide by he rules of the Cluetrain

- blog comments, facebook page posts…local Tweetups (offline…)

And the best salesmen have already been doing this…because the focus on TRUST! …empathy and loyalty

In the end…”let’s just talk.”

Get them [the customer] and SHUT UP!

Why you here the purists say, “it’s all about the conversation,” Kumbaya!

How to Build Trust

goin’ offline

1. be polite
2. dress neatly
3. smile
4. shake hands firmly
5. Hug (iff appropriate)
6. Illustrate your knowledge
7. Make eye contact
8. Speak Clearly
9. Be Positive
10. Share ideas, content, praise
11. Ask hw you’re doin…(and three more but he sped through them. Sorry I wasn’t quicker

How Do We Earn Trust? (quick points)

• Confident
• easy to buy..and return
• don’t gloat
• don’t gossip
• be consistent – especially when blogging

Online Trust

• Provide value
• Be Honest, Transparent
• Participate

“This ain’t hard. You’ve bein’ doin’ this offline for decades” (his diction is infectious)

Trust is biological (thanks Swiss Doctors) – Oxytocin:  neurological

He’s giving an example of trust. Giving people money to others pending how much the trust “Trust Scale.” One study of blind trust..one with the trustor takin Oxytocin and one with the placebo…More than half of the people w/ Oxytocin spray were trusting as opposed to placebo. In short…Oxytocin helps

Problem…marketers can’t inject people with oxytocin (leave jokes alone)

HOW TO INDUCE TRUST?

contradictions:

do you trust random people walking down the street? what if you’re asking for directions

trust on plane? what if you’re flying alone and need the person next to you to watch your bags as you go to the bathroom?

sm transation:  blasting coupons on Facebook …”not human.” Okay, what if it’s Einstein Bagels at 10 am? (not that they do or don’t)

Trust car salesmen? (Where’s Thesien? ) Falls says a study says car salesmen are distrusted at a rate of 68%

Falls family bought cars from the same guy for 30 years. Why? Sat behind the Falls family at church.

Ever trust  telemarketer who’s willing to just talk the first time and remembers the conversation when the call back?

Hard to trust unless someone you trust trusts…doesn’t explain the HSN & QVC &…shows it can go both ways

TECHNOLOGY – we trust Google…we click top 3-4 links in Google

But isn’t SEO gaming the system? (He does give heavy respect for SEO professionals)…Points to Hare Cheverolet ranks page 1 for “Chevy Traverse.” Do they deserve it? (depends on the following of the Cluetrain rules, right? [liveblogger aside note])

It’s about trust, yet gaming the da*** results. [Give and take. Checks and balance.]

Conversational Marketing Occurs when our genuine participation earns our audience’s permission to share information.

Using Dell Twitter example. Falls hits their staff on Twitter. Gets an answer within a few minutes.

Falls trusts Dell now. He has developed a relationship with the staff via Twitter. It’s why his computer is a …mac (he has a Dell projector)

Conclusion

To market, we can engage and contribute and learn…our intent can be plural. It’s how we can market to stitch & bi***ers.

Points out how Hare Cheverolet has engaged at this event and because they engaged, the next time someone has a care issue, who could they thnk of first…Yeah, Chris Theisen is that cool (he even made my parking lot attendant badge this am )

How Do We Market? (with these plural intentions)

- Purposefully avoid Pitching (counter-intuitive works)
- Illustrate expertise, not catalog  (points out a
- Overshare that of others (be more giving) “share good sh**!” Is his personal motto. Food for thought…share them all day.
He confesses to scheduled posts and tweets (yes, a contradiction we all succomb to
When you share good stuff, peope appreciate it
- Designate a channel for buyers only (Dell overstock) – social media purists can go to H***. Dell’s making money
- Offer to inform or help “if they’re interested” (3 words of gold) – then you don’t have to be “the a****** with the megaphone.” (his words, again)

Someone asked a question about “if they’re interested.” – you have to do all those points on “how do we market?” they are not mutually exclusive

Offer a lot of value. And if he does a little affiliate marketing, then you don’t have to follow…remember, only “if you’re interested.” [amen! Thesis 96 ]

Examples

1 – K2 Underground – 15 Fortune 500 clients. A friend at Jive Software followed the tweets and answered competitor questions and jumpe in. Captured lead. [think I got the story right]

2 0 @AngieCNN asks about vacation on Twitter. Club Med answers…they talk price on Twitter.

They’re participating in the community. Trust barometer goes UP!

3 – A. – Quiznos Adamostrow talking about Subways. Quiznos jumps in. B. – @gingywingy – “to eat a quiznos or to not eat a quiznos.” @Quiznos:  “eat me.”

How to Handle Detractors

• acknowledge their right
• apologize – (sometimes you just call and say, “you’re sorry.”)
• assert (customer is always right, but sometimes they make mistakes)
• asset what will make them feel better (can you make them like you again?)
• act accordingly (what will make them feel better?)
• abdicate (sometimes, a “turd,” is a “turd,” no matter how you deal with them. Just do everything you can. People are smart. The community will see your effort.)

Falls personal example:  2009 blog world expo post

…was trying to be fun “10 reasons to go…”

“10 “Sparkling Pasties.”

Veronica I (feminist blogger” #10 is “demoralizing…”

Falls realizes she’s right. He went deep to figure out why it’s offensive “so I can get better as a person.”

She explained on Twitter (she chose not to DM).

He thanked her. She thanked him. They end up speaking on a panel together at SXSW! She called him to be on the panel becoming, “the pink ghetto.” Women hitting virtual ceiling…”Fine line between “brave” and “stupid.” He’s gonna do it! SXSW 2011! [so want to go!]

What would you add?

Did it give you food for thought?

How to answer without being spammy? Answer without being spammy. It ain’t rocket science. You’ve done it all day long. …just have a conversation with them!

[thought when he goes in “spammy” voice for his example, he sounds like a great auctioneer!

Session ran over. No time for questions but he’ll be around for awhile.

Noah announces the 15 minute break is now 10 minutes to catch back up.

See you guys back here this afternoon. I’ll try to keep the mistakes down!

But don’t fret, yet. There are still 4 ways to be a part of the fun

1) Come out Saturday - For those with Saturday off, at the time of this writing there are still a couple tickets left for the Saturday-only session. Great speakers, great topics and who knows? Maybe a tweetup will break out Saturday night.

2) Follow the #BIN2010 hashtag – Keep up on the latest conversations, pick up bits of knowledge and catch all the inside jokes by following the #bin2010 and #blogindiana hashtags on Twitter.

3) Blogindiana.tv – BIN2010 has a track that will be broadcast live on streaming video at Blogindiana.TV. Tweet your question on Twitter using #bintv in the message and we’ll do our best to get them answered.

4) Keynote Session LIVEBLOG – Friday’s keynote speaker, Jason Falls, and Saturday’s Keynote Speaker, Paul Poteet, will have their sessions LIVEBLOGGED on blogindiana.com. Tune in to read it live (and try not to make too much fun of my type-os). Both Friday the 20th & Saturday the 21st’s session begin promptly at 8:45am EST.

It’s almost hard to believe that day one is but a few hours away. Sitting in the lobby outside of the Social Media 101 session, the mood is similar to the sensations get as line up at the starting gate.

We hope you get a chance to run with us, one way or another, during BIN2010 as well as all Blog Indiana events going forward

and away…we…go

(photo credit: Helen Taylor via Flickr)

Though Friday’s session ends at 5pm, for BIN2010 Friday and Full-Session attendees, the fun just begins.

Give your eyes the much-needed break from looking at screens all day and come recharge at Scotty’s Brewhouse for BIN2010’s Friday night after party – Sponsored by Kristian Andersen + Associates.

The BIN2010 Friday Night After Party will include free appetizers and 1 drink ticket to every person who has either at BIN2020 Full Session or a Friday session ticket. While there, you’ll be able to talk shop with BIN2010 presenters, sponsors, fellow attendees and Blog Indiana co-founders:  Shawn Plew & Noah Coffey.

Make sure you set your calendars, inform your bosses, schedule your babysitters and tell your friends you’re gonna be a little late because you’ve got more “work,” to do. (And for my friends, I’ll get to The Living Room. It’s just gonna be awhile).

How to Get to Scotty’s Brewhouse – Downtown Indianapolis

A unique location involves a unique explanation:

Address:

Scotty’s Brewhouse Downtown Indianapolis
1 Virgina Ave. Indianapolis, IN 46204

Scotty’s Brewhouse in Downtown Indianapolis sits just northwest of Conseco Fieldhouse along N. Pennsylvania Ave. between E. Washington & E. Maryland St. Those familiar with the area will know that Scotty’s sits on the east side of Pennsylvania Ave. Its signature patio bellies up to Virgina Ave. – the street which starts at Conseco Fieldhouse and bisects the city block southeast to northwest.

Confused much? Check out the map below:

View Larger Map

About the sponsor: Kristian Andersen + Associates

To quote their website KaplusA.com:

Kristian Andersen + Associates is a multi-disciplinary brand and experience design consultancy. We help companies define, articulate and execute brand strategies and user experiences that drive long-term success.

For more information, contact them via their website.

And for those who want to be a part of the fun but can’t hang with us on Friday, there are still a few tickets available (at the time of this writing) for the Saturday session.

(photo credit:  Kristian Anderson + Associates | Scotty’s Brewhouse)

This place has shown me the skills I want to keep learning. This place has helped take Indianapolis into the future of marketing and commerce. This place has helped put me in touch with the best of people. And these people keep me coming back every year and helping out in any way they can.

People like Douglas Karr.

I make no bones about my bromance with Douglas Karr. He was the first I met down here (things stick with you like that). He’s answered any question I’ve had and has been candid with his thoughts. He’s braved blizzards to lend a hand. We’ve started cafe revolutions together…the list goes on. So to see where his career has gone since BIN2008…beautiful. Simply beautiful, my friend.

I hope you reading the interview as much as I enjoyed conducting it:

1 – So, let’s start off with the big one: Corporate Blogging for Dummies. What’s the latest?
Corporate Blogging for Dummies is selling spectacularly. We’ve had some big names give their nod to the book – Brian Clark, Liz Strauss, Debbie Weil and Paul Dunay to name a few. Many more coming! If you’ve not visited the site, it’s awesome: http://www.corporatebloggingtips.com/. We have over 2,000 fans on our Facebook page and a weekly newsletter coming (sign up at the site). Of course, the site is also ranking very well for some great keywords!

2 – Chantelle Flannery – how was co-writing the book with a VHS grad who wasn’t me? (BTW – she seems awesome!)
Chantelle is amazing. I’m a bit nuts and Chantelle is grounded. As soon as I got the book deal, Chantelle was the first person I called because I knew I needed someone who knew the industry, had worked with me before and could put up with me, and could do some great research and help organize my thoughts logically. It was an awesome partnership…. Chantelle would review and get a skeleton on the topics, then I’d just put the meat on it… voila, the book was done! (after 4 months of sleepless nights and weekends). Chantelle will be a force in this industry – she’s young, she’s incredibly savvy, she learns the first time… and she observes. Plus – I needed someone as good looking as I am to work with.

3 – 18 months ago you started DK New Media and things started to take off. How’s it coming?
It’s been fantastic. We just brought on our President, Bill Dawson. Bill has worked with some great companies on optimizing their marketing communication plans – including Zappos and Wal-mart (yes… I’m name-dropping). Bill is a process guy, genius and tinkerer. We’ve known each other off and on for a decade now and we work (and fight) together well. We’ve been doing an incredible job with our clients. Our clients’ revenues are up across the board with measurable return on investment. We’ve turned around a couple monster companies – and are working on our third. We’ve worked with clients from Vancouver, Canada all the way to Paris, France already. We also have 2 mature products, a mapping app (http://maps.wbu.com/) that’s also mobile optimized, and a social media monitoring app (http://www.sportsfangraph.com/). We’re looking forward to productizing both, promoting them, and getting some customers on board!

4 – You’ve been to every Blog Indiana to date. What changes have you seen since ’08? And what do you hope the future is for Blog Indiana?
Shawn and Noah continue to improve the event. I love that they’re bringing talent and speakers from outside the region to expose mid-west bloggers and social media pundits to. They change up the format each year and haven’t been afraid to try new things with each event. I love those guys – and they do it on a dime, usually just breaking even… and it takes up months of their family time. They really sacrifice a lot so the region’s social media folks put their muscle behind the event to ensure that it’s a success.

5 – Do you and Lacy have a bet going as to which book will outsell which?
No way! Kyle Lacy was the guy that opened the door to me getting this book deal. I owe him big-time! I also have a ton of respect for him. He’s fearless as he has pursued his own reputation online and off. He’s got a solid future ahead of him in marketing and social media. The work he’s doing on corporate education will be huge… keep an eye on that guy.

Oh, c’mon. Competition never hurt anyone. For the record:  I say you, Lacy, and Slaughter tie at 55,000,000 copies sold – a piece.

Douglas Karr’s candid presentation, “Why Your Site Sucks,” on Friday, Aug. 20th in Rom IT 252!

And keep checking back to Blogindiana.com/2010 for the latest updates as well as how you can be a part of the action – even if you’re not here with us this week!

That’s kind of who Robby is:  you don’t know him till you meet him, but once you meet him you’ll never forget him

Owner of Slaughter Development. Author of the book, “Failure:  the Secret to Success.” Robby is constantly on the go, constantly moving, constantly thinking.

And his results constantly speak for themselves.

Please enjoy the few minutes I go to share with Robby as we discussed his year in review.

1 – #BIN2010 might be dubbed, “The Year of the Writer.” Congratulations on publishing your book, “Failure: The Secret to Success.” Besides the implied reasons found in the title, what specifically inspired you to write the book?

Thanks! Fear of failure is the most gripping and serious problem we face at work and in life. Making mistakes is essential to learning, yet we seem to be afraid of doing anything wrong. I wrote the book to establish a conversation around what enables us to succeed in our professional and personal world. I hope that it helps others feel inspired to embrace the role of failure.

2 – I’ve confessed often to being in chronic agreement with everything you say. Tell us a little about the career path you took which lead you to your company, Slaughter Development (just so I can see if there’s similarities ).

I used to be in the IT business, mostly in custom app development and system implementation. But I steadily realized that the problems that were most interesting to me were not technological, but sociological. In fact, many of the the hi-tech “productivity tools” we create actually *limit* overall productivity. We can become more effective and more satisfied at work more through a change in perspective than anything else.

3 – Elevator pitch:  Why should people attend your BIN2010 session: “Producing Content without Agony.”

I’ve promised to do something insane: explain how to write an entire blog post in only five minutes, and demonstrate it live in front of the audience. We agonize over content, but using some of the tactics in my workshop you can learn to move past these mental blocks and get your word out in a few pleasant minutes instead of long, painful hours.

4 – As someone who’s been influential in Blog Indiana since the its inception in 2008, what are your expectations for BIN2010.

BIN2010 is going to be great. As I write this, Friday has sold out and Saturday is almost there. We’ve got some fantastic speakers and many new faces. I think the biggest challenge will be getting it all in—there are so many great sessions to attend and not enough time!

5 – During a session of BIN2009 you claimed you wrote a post in 8 minutes [correct me if that's wrong]. Have you since broken that record?

It was nine minutes and forty seconds. I think I’ve done it much less time, but I don’t usually take out a stopwatch while blogging. The promise for Saturday afternoon is to write one in under five minutes. Come and see if it can be done!

Absolutely I will! It’ll be like fireworks at the end of #bin2010!

For the record, I purchased a copy of his book and had him sign it! Looking forward to chronically agreeing to everything he wrote.

And if you want to catch his #bin2010 presentation, “Producing Content without Agony,”then make sure to be in room  IT 252 at 4pm (EST) on Saturday, August 21st!

(photo credit:  Robby Slaughter)