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BL Ochman, creator of the What’s Next Blog, goes On the Record…Online with host Eric Schwartzman to discuss the innovative “Up Your Budget” marketing campaign, corporate blogging as a tool for marketing, and the fate of the traditional press release in the age of the new media.

BL Ochman is a corporate blog strategist, internet and outernet marketing conduit, and sought-after corporate speaker that also heads the creative team of whatsnextonline.com. Her internet marketing successes include internet strategy consultation for Ford Motors, internet public relations consultation to IBM; concept, copy and marketing strategy for Biomerica, Inc. (NASDAQ:BMRA) and internet marketing strategy consultation to Thomas Register.

SHOW NOTES:

5:14 - BL Ochman talks about the fate of the traditional press release.
6:32 - Ochman on how to determine if companies should use blogs to advertise.
7:39 - Ochman discusses the advice she gave Budget Rent A Car System, Inc. on blogging including, “Let’s do something fun.”
9:02 - Ochman talks about the objectives of the “Up Your Budget” new media marketing campaign.
10:30 – Ochman discusses the specifics of the campaign and the online community the blog created.
14:18 - Ochman on using blogs for internet advertising.
16:07 - Ochman on conventional marketing.
17:11 - Ochman talks about working with Budget and the costs of the promotion.
18:04 - Ochman’s views on companies engaging in blog marketing.
20:43 - Ochman talks about McDonald’s new blog on social responsibility.
22:33 - Ochman on who should author corporate blogs.
23:28 - Ochman talks about how companies can learn how to blog.
24:16 - Ochman discusses her position on moderating comments on blogs.
24:59 - Ochman on The Washington Post’s decision to remove its blog.
25:23 - Ochman talks about the challenges media companies face when opening up digital conversations on blogs.
26:37 -Ochman explains what trackbacks are and the reasons people trackback.
28:04 - Ochman on what caused her to become a blogger and create the What’s Next Blog: “It was just a natural evolution for me to be blogging.”



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