Blogher '06 Session Discussion: Business Blog Case Studies on Day Two

BlogHer Original Post

10th in our series introducing you to each of our BlogHer Conference '06 sessions and their speakers, and finding out what you would like to get from each session. Today, I bring you from Day Two:

Business Blog Case Studies: Yvonne DiVita, Susan Getgood & Toby Bloomberg lead a rap session with you, the BlogHers, about what has worked (and what hasn't) when implementing blogs for business.

So, what better way to explain the session than to let Susan, Yvonne and Toby explain it?

This panel isn’t about us. It’s about all of us. Call it an “unpanel.� Call it a “rap session.� What we call it doesn’t matter. What we do, does. And what we are going to do is share our business blogging stories and then build a set of business blogging “best practices� based on our experiences. Everyone is part of the panel, and we’ll just do the best we can to keep up with the brilliance in the room.

Here’s the format. The first half of the session is devoted to case studies. Our goal is eight – we have three committed, so we need you BlogHers who plan to attend the session to step up and volunteer to share yours. How do you do that? Respond to this message and tell us “I’m in� and let us know about the blog URL you plan to discuss in July.

During the session you’ll have 5 minutes to tell us the objectives of the blog, what worked, and what didn’t. Giving us the URL in advance lets us all check out the blog so you have to spend less time in exposition. And please, participants, do at least take a look at the blogs volunteered for the session. It will help us all get to the meat, which is creating our best practices deliverable.

Because what’s an unpanel without a collective product [You can see, Susan (who wrote this) really is a socialist at heart.]

The second half of our session is devoted to a group discussion. And we aren’t there just to chat. We want to leave the room with at least the shell of a best practices document –things that work become our best practices, things that didn’t are warning signs. This is the critical piece of this session. Without the deliverable, we’ve had a nice chat. When we create this document, we’ve helped ourselves and others be better business bloggers. Cool, huh.

So, please, if business blogging is your bag, and you are planning to attend this session, consider sharing your story. Yvonne, Toby and Susan can fill the time, but we don’t want to. We want to hear from and talk with you. Way more fun :)

Here are the case studies already on deck. Add yours in the comments. First come, first served. Five spots left, and we will do the session in the order received on the BlogHer site.

Masi Guy at
Know Your Bones at
Our Fathers Who Art in Heaven at
Research from Stephanie Hendrik, a doctoral student from the University of Sweden: Stephanie will present research about when companies do inauthentic things with blogs. Things like fake blogs and fake commenters. Due to ethical considerations, she is keeping the the blogs in the study anonymous, but she is preparing a brief abstract for us which we’ll post here.

Also 2 questions we know we’ll get:
Q. Can I talk about more than one blog?
A, Yes, but you still only have 5 minutes. Use them wisely.

Q. Will you stop taking volunteers after the 5 spots are filled?
A. Nope, keep signing up. People may decide to go to another session, or that they don’t really want to speak. Some people may take less than 5 minutes so we’ll have extra time. Who knows what will happen. Until it happens! So please sign up. We’ll go in order received until the time allotted for case studies runs out.

And just so you know who your session hosts are, meet:

[img_assist|fid=576|thumb=1|alt=Toby Bloomberg] Toby Bloomberg is the Diva of Marketing. Toby spoke at last year's conference about how to monetize blogging and keep your credibility. She has certainly seen the highs and lows that come with business blogging. (BTW: did you know that only 15% of our BlogHer 2006 speakers were BlogHer speakers in 2005? Well, now you do.) Toby is also a volunteer Team member for BlogHer. This year she's been helping wrangle our media sponsors, and she'll also repeat her teamwork with Nancy White to help our Birds of a Feather flock together on Day Two.

[img_assist|fid=568|thumb=1|alt=Yvonne Divita] Yvonne DiVita (aka Jane) who made her mark writing a book called Dickless Marketing. As Yvonne would say: what's not to like about that? Yvonne is a consultant who specializes in marketing to women and in helping authors self-publish. Yvonne brings readers back to her blog with regular features like Smart Women Online (and Smart Men Online too.) And Yvonne is also going to be one of our intrepid live bloggers, blogging what's going on outside the meeting rooms!

[img_assist|fid=572|thumb=1|alt=Susan Getgood] Susan is another returnee from last year's BlogHer, where she spoke about Blogging for Business. With a name like Getgood, she just had to name her company Getgood Marketing! Susan is a no-nonsense blogger and marketer, who often hoses us down when we get to enamored of the hype! She helps companies add blogs to their marketing plans, and to see blogs for the indispensable tools they are. Given that business focus, and the nature of this session, I'm guessing she has a case study or two to prove it, no?

So, that's what we are envisioning for the session. But what do you think. What do you want to learn? What do you want to hear? What do you never want to hear again? What would make you attend this session?

And don't forget to propose your case studies...and to check out the case studies already on tap!


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