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The Blogger’s Hub Mark II – The World Business Forum 09 and Social Media Innovation

5 10 2009

3904269880_4453a1e4a8Thanks to the good people over at HSM, I’ve been invited to take part in the Blogger’s Hub at tomorrow’s World Business Forum – something I’m really quite excited about for a variety of reasons.

Firstly, look at the lineup – where else in the world can you go to and see Bill Clinton, George Lucas and Gary Hamel all on the same agenda? The topics being addressed are equally diverse – ranging from Leadership, to Branding, to  Economics, to a simple “Conversation” (well you didn’t think George Lucas would address the audience on something like “Quantitative Analysis Techniques for the 21st century” did you?).

combined

However, and not to take away from the power of the content itself, one of the main attractions for me this year will be to see how HSM has evolved its’ “Bloggers Hub” concept. Whether or not HSM were the first to embrace Social Media (SM) and the concept of an “alternative press core” as part of its conferences I don’t know – but I think I can safely say that they’re the current leaders when it comes to integrating SM into their conferences. You certainly can’t fault them for lack of commitment to the concept – and it’s reaping some great results from them in terms of market exposure and attendee response.

Regular readers will remember a piece I wrote about the Blogger’s Hub at the World Innovation Forum – also run by HSM – where they first tried out the concept.  Inviting a core group of innovation bloggers, tweeps, and writers of various sorts to their event – they then set up a unique experience with reserved seating, dedicated WiFi channels, powerpoints, press packs, and more for this group. It was a bold statement at the time of HSM’s belief in Social Media – and one that was then rapidly adopted by many of their competitors to varying degrees of success.

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So needless to say – I’m fascinated to see how they’ll push the boundaries again with their second go at it. Already they’ve done far more pre-conference than in the past. Having established an already pretty active hash channel on twitter (#WBF09 in case you want to follow the live tweets on Tuesday and Wednesday), a LinkedIn Group, a Facebook page, and several networking opportunities both before and during the conference specifically for the Blogger’s Hub members – they’ve done an admirable job of embracing what I think are the key components of a successful corporate SM campaign, namely:

1)   Open a channel to your target market and give them a means by which to communicate with each other – through the various linkedin, twitter, and other channels that they’ve created, HSM have provided the potential community with a set of tools to use. More critically, rather than attempt to create proprietary channels; they’ve built mini-channels within already established platforms so as to reduce the barrier to entry to new community members.

2)   Enthuse the community – Membership to the Blogger’s Hub has certain perks: Special invitation-only channels; exclusive networking opportunities; special press packs and media libraries; the specially reserved and equipped area at the conference itself; and more – all contributing to participants feeling “special” and thus more enthusiastic about the entire experience. Just as with any PR – giving a channel exclusivity to content gives it a better chance of being picked up

3)   Take an active role in the community – throughout, HSM has not only used the various channels as a way to put out marketing messages, but crucially, they’ve taken an active part in the online discussions – thus getting adopted by the community not as a sponsor, but as a member – and as a member, credibility and acceptance is much greater.

blogger_hub3Having covered all these points admirably, George Levy and his colleagues at HSM have ensured that come the Wednesday evening close of the event, not only will they have driven a modern day PR campaign that would be the envy of most corporates out there, but they’ve also created an active community that they essentially “own” and are a trusted member of. How many companies active in the SM space can say that? Talk about creating an asset!

Will there be more surprises for us when we get there? I’m willing to bet so – so make sure you track #wbf09 over the next few days and I’ll make sure to tell you all about it as the event unfolds!

More Resources

  • I’ve created an RSS Feed of Blog Posts on the World Business Forum from Blogger’s Hub participants
  • If you’re not an active Twitter user – you can follow all the action from HSM’s dedicated page
  • If you are an active Twitter user – make sure to follow #wbf09 to see the whole thing unfold live
  • Here’s a full list of the Blogger’s Hub Participants so you can follow each individually:

Wall Street Journal | Kelly Evans | @Kelly_Evans
Wall Street Journal | Paul Glader | @PaulGlader
The Huffington Post | Shahien Nasiripour | @huffbusiness
BusinessWeek.com | Reena Jana  | @RJMAC
Reuters | Felix Salmon  | @felixsalmon
Newsweek | Katie Paul  | @newsweek
asmarterplanet.com | Adam Christensen | @smarterplanet
Jossey-Bass on Leadership | Carolyn Carlstroem | @josseybassbiz
mashable.com | Ben Parr | @benparr
billgeorge.org | Zach Clayton | @bill_george
The Big Picture | Barry Ritholtz
Purse Pundit | Jacki Zehner
Execunet | Lauryn Franzoni | @LaurynFranzoni
Execunet | Robyn Greenspan | @Robyngreenspan
Execunet | Joseph McCool
Execunet | Jeffrey Sherman Thompson
1 to 1 Media | Don Peppers | @donpeppers
Path Forward International | Julie Lenzer Kirk | @YourBoot
Path Forward International | Renee Lewis | @chiefcatalyst
Thought Bright Blog | Robert McNeill
Working Knowledge | Andrea Meyer | @AndreaMeyer
Working Knowledge | Dana Meyer | @WorkingKnowledg
Business Boomer | Arabella Santiago | @businessboomer
Information Playground (EMC) | Steve Todd |  @SteveTodd
Social Media Blog Stu | Stuart Miniman | @stu
Insights on Leadership and Employee Engagement | Michael Lee Stallard  | @MichaelStallard
Innoblog | Renee Hopkins | @Renee_Innosight
Business Strategy Innovation Blog | Braden Kelley | @innovate
HSMInspiringIdeas.com | Graciela Gonzalez Biondo | @HSMAmericas
Gizmodo.com | Joanna Stern | @gizmodo
Time Leadership | Jim Estill | @JimEstill
Goodness500.org | Michael Mossoba | @creativemichael
All Things Workplace | Steve Roesler  | @steveroesler
Orrin Woodward Leadership Team | Orrin Woodward | @Orrin_Woodward
Influential Marketing | Rohit Bhargava | @rohitbhargava
GDGT | Peter Rojas | @peterrojas
Brain Leaders and Learners | Dr. Ellen Weber | @EllenfWeber
Brain Based Biz | Dr. Robyn McMaster | @robynMcMaster
Triple Pundit | Jen Boynton | @triplepundit
Triple Pundit | Nick Aster | @triplepundit
Triple Pundit | Ryan Mickle | @triplepundit
Marketing Thoughts Blog | Ken McArthur | @kenmcArthur
Training Magazine’s Training Day Blog | Margery Weinstein | @margeryw
Awake at the Wheel | Jonathan Fields | @jonathanfields
Hot Mommas Project | Kathy Korman Frey | @chiefhotmomma
Hot Mommas Project | Amber Hunnicut | @HotMommasIntern
Youth Entrepreneurship Lady | Julie Kantor | @NFTEJuliek
Vault.com | Philip Stott | @VaultCareers
Vault.com | Linda Petock | @VaultCareers
Economist Mom | Diane Lim Rogers | @EconomistMom
Hank Wasiak | Hank Wasiak | @hankwasiak
Chris Brady’s Leadership Blog | Chris Brady | @rascaltweets
The Complete Innovator | Boris Pluskowski | @bpluskowski
PR Mama | Stephanie Smirnov | @ssmirnov
Ramblings from a Glass Half Full | Terry Starbucker | @Starbucker
Conference Hound | Jordan Enright-Schulz | @conferencehound
Conference Hound | Bruce Carlisle | @conferencehound
Successful Blog | Liz Strauss | @lizstrauss
Collaboration Solutions in Industry Segments | Bob Preston | @BobPrestonCCO
5 Blogs Before Lunch | David Allen Ibsen | @daveibsen
Angry Bear | Dan Crawford | @angrybearecon
Angry Bear | Ken Houghton | @angrybearecon
Tree Hugger | Matthew McDermott | @matmcdermott
Fast Company Expert Blogger | Seth Kahan | @SethKahan

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