We enjoyed ad:tech today and had a couple of great sessions. Nearly 50 exhibitors (if I count right) and that many people as it seems the big Online Advertising Bubble is back from 2000 crowded the halls in the NY Hilton. We were in the middle between :)

Here is an excerpt of the session - "Creating and distributing a successful blog?".

Stowe Boyd from Corantelectures potentential coporate bloggers here - no marketing speak, less control of their message. More conversation and a personal voice is required.

No surprises here - more honesty and useful information should be put in a corporate blogs as it would be out there so far. Starting internally and extent it to external users in different is a good strategy.

Pauline Ores from IBMIBm is building an internal blogging system and Pauline is reporting how this worked out. 13,000 blogs with 2,000 active blogs are built up with IBM right now.

Blogs are used together with Wikis internally. Also IBM has established a blogging guideline that limits bloggers somewhat. IBM is pretty happy with the marketing effect it has already gotten. She says stronger collaboration is the biggest benefit you will get and it already chenged the role of the coporation at IBM.

Michael Terpin from Terpin Communications CorpHighlights some ideas why a coporate blogs is worth having:

- the opportunity to test concepts with early adapters
- simple way to manage your content and keep your message fresh
- viral marketing and adding feedback

A good idea he recommends is to try to become a industry repository and be friendly and honest with competitors. He differentiates between Crisis/ Events and Viral Blogs.

In all nothing too surprising but good to see these topics at Ad:Tech.