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Marketing Roadmaps

Archives for April 2007

Battlestar Galactica in 5 minutes

April 10, 2007 by Susan Getgood

Well, the Battlestar Galactica season ended a few weeks ago, and we won’t get the resolution to the cliffhanger until January 2008. 

If you already need a fix, check out this 5 minute recap of the series (hat tip to The CIC).

Tags: battlestar galactica

Filed Under: Science Fiction

On badges for blogs

April 9, 2007 by Susan Getgood

I was going to write this post last week, but ran out of time before the holiday weekend. And today, thanks to today’s page one NY Times story, A Call for Manners in the World of Nasty Blogs, it is even more relevant.

Synopsis of the situation, and do read the article: following the Kathy Sierra/meankids situation, Tim O’Reilly called for a code of blogger conduct. Wikipedia founder Jimmy Wales also stepped in. Currently on the "table" is a loose proposal for a universal but voluntary blogger code of conduct with various levels and badges that folks can place on their sites to indicate what sort of policies their blog/site allows. The proposed code is based on the code of ethics established by the BlogHer network, and there is a great picture of BlogHer founders Jory Des Jardins, Lisa Stone and Elisa Camahort in the article.

From the NYT article:

"Mr. O’Reilly and Mr. Wales talk about creating several sets of guidelines for conduct and seals of approval represented by logos. For example, anonymous writing might be acceptable in one set; in another, it would be discouraged. Under a third set of guidelines, bloggers would pledge to get a second source for any gossip or breaking news they write about.

Bloggers could then pick a set of principles and post the corresponding badge on their page, to indicate to readers what kind of behavior and dialogue they will engage in and tolerate. The whole system would be voluntary, relying on the community to police itself."

Lots of commentary in the blogosphere, pro and con, last week, and given this article bound to be even more this week. One of the best comments I read last week was by Ronni Bennett, who wrote:

"Most are common-sense items about removing abusive comments, not baiting the trolls, not publishing anything you wouldn’t say in person, etc. leaving the level of tolerance to individual bloggers. But one suggestion is disturbing: creating some “easily deployed badges pointing to a common set of guidelines.”

She goes on to describe the slippery slope of censorship that such a system of badges might provoke, and while agreeing with the concept of guidelines, she flat out rejects the idea of the badges.

I agree. A Code of Ethics on a blog is a great idea. And this is certainly not the first time that the topic has been raised in the blogosphere. I wrote mine in September 2005.

A community like BlogHer is well advised to have guidelines that match its ethos. It is what the members expect.

But…  badges are a bad idea. The Internet is not a single community.

I don’t know how you can come up with a set of badges, or labels, that really works. You either have to operate at a gross, overly broad level or get so specific that the thing gets big and complicated. Unusable either way.

Who is in charge? The idea of the collective exercising its power to create a democratic labeling system that can guide our blog reading choices to those that share our values sounds good. Doesn’t work.  Human nature suggests that some groups, some ratings, some badges become somehow "better" than others.

And the most damaging potential consequence.  The label, or its absence, becomes more important than the content itself.

Sure, it will have been our choice, but we are just as likely to end up on Animal Farm as in the utopia we imagined.

So, post your code of ethics.  Commit to a more civil level of discourse. Use a little more deliberation in response. Stop blogwars and flamewars by thinking first, writing second, and taking it offline if necessary. It’s as simple as when you see the tinder crackling, don’t throw another match on the fire. Don’t be a bully.

But  "Badges? We don’t need no stinking badges!"

UPDATE 4/10: Apparently folks have gotten confused about BlogHer’s role in this push for a blogger’s code of conduct. No doubt because the NYT story was about Tim O’Reilly and Jimmy Wales, but featured a photo of the BlogHer founders. The short answer is: it doesn’t have one. The BlogHer guidelines were used as a model by O’Reilly and Wales, but BlogHer is not involved in the effort at all. Read more at Elisa Camahort’s Worker Bees blog.

Tags: blogger code of ethics, ethics, blogging ethics, code of blogger conduct, Tim O’Reilly, BlogHer

Filed Under: Blogging, Ethics

Rabbit redux

April 5, 2007 by Susan Getgood

I know I posted this last year, but hey, it is still funny 🙂

Have a great weekend, enjoy the (hopefully) Spring weather and if you are celebrating Easter or Passover, enjoy the time with friends and family.

Filed Under: Humour

On BlogHer and the Do’s and Don’ts of marketing to bloggers

April 3, 2007 by Susan Getgood

Well, better late than never I suppose. I cannot believe it has taken me more than a week to sit down to collect my thoughts on BlogHer Business last month.

Bottom line: the inaugural BlogHer Business was a worthy conference sister to the main BlogHer Conference (number 3 is this July), and I was honored to be a part of it. <Steps on soapbox> All those "all white boy, all the time" conference organizers who shake their heads woefully and say, "but we don’t know any women to ask to speak at our conference," or "but women didn’t submit any sessions," or whatever other lame excuse, could do well by getting a hold of the conference program and noting the  great women who spoke at this conference. And don’t stop there. Any of the women who attended could do a better job than some of the lame stuff I’ve seen in my  career. <Steps off>

Highlights? Everything. It was great to see so many of the women I’ve gotten to know through BlogHer over the past few years. Elisa Camahort. Jory Des Jardins. Lisa Stone. Maria Niles. Yvonne DeVita. Toby Bloomberg. Amy Gahran. Marianne Richmond. Lena West. Elana Centor. My co-panelists in the blogger relations panel Elise Bauer and Michelle Madhok. The effervescent Shirley Frazier who I interviewed for the small business case study. New friend Julie Crabill from SHIFT PR who did a noble job in the "press release must die" session. And so many more. And of course distaff regulars Chris Carfi and Jeremy Pepper (pink shirt and all).  The boys in the band??

As part of our session, Elise, Michelle and I developed The Do’s and Don’ts of Marketing to Bloggers. If you think of any others we should add, please let us know.

Do:

  • Create a targeted list of bloggers. Read the blogs regularly.
  • Know the blogs you are approaching. Address the blogger by name.
  • Be relevant to the blogger’s interests.Make sure your outreach includes a benefit for the blogger – a product she’d like to review, exclusive information, access to company principals, etc.
  • Treat the blogger with the same respect you would a professional journalist.
  • Be open to constructive feedback from bloggers. Ask for it.
  • Offer to send product with no strings attached.
  • Ask bloggers what they need from you.(suggested by an attendee at the panel.)

Don’t:

  • Do not send obvious form letters.
  • Do not ask for links, unless you are willing to pay for them.
  • Do not leave blog comments plugging your products.
  • Do not come on too strong.
  • Do not put the blogger on your mailing list without permission.

Our session was ably live-blogged by  Rachel Clarke and  Meghan Garnhum if you want the blow by blow.

My husband and son joined me Friday night and we spent the weekend in NYC. On our way to see Tarzan on Broadway on Saturday, we ran into Rachel Clarke and the Kleenex "let it out" campaign in Times Square. Rachel works for JWT and this is one of her projects. She took some great pictures of us on the Blue Couch (we’re the first three in the set.)

And then we saw Tarzan, which was much better than I expected. March is Broadway Cares/Equity Fights AIDS month, in which all the shows (nationwide) raise money for charity. At Tarzan, we had plenty of opportunities to part with our cash, but I could not resist having my son’s picture with Tarzan, proceeds to charity.

Tags: blogher, blogher business, blogger relations, tarzan

Filed Under: Blogger relations, BlogHer

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