Go Back to
www.IndependentRetailer.com MARKETING Live Blogging
LIVE BLOGGING (e.g., Tweet- ing, time-stamped news feed updates) holds great promise for retailers looking for a new and better way to engage core customers. It’s a novel way for brands of all sizes to deliver valuable and interesting con- tent to receptive consumers actively seeking information on products, and interaction with retailers offering those products. What’s more, live blogging can be a low cost, highly rewarding marketing strategy. The appeal of live blogging
is easy to understand. Retail- ers hosting events (i.e., sales, charity events, holiday spe-
cials) want to make the most of them, which can now include sharing the experience online. This marketing strategy offers an opportunity to position your company as an engaging thought leader, a valued re- source, and a fun, lively place to shop. Giving people a peek behind the scenes can also result in some highly coveted earned media coverage. Live blogging may also be
easier than you think. There are great tools out there that make things easy to set up. Software platforms like Cov- erItLive and ScribbleLive allow for an online experience that
replicates the interactive ex- perience of a panel Q&A or roundtable discussion, and most options are inexpensive or free. Blogging content manage- ment systems like Wordpress often include plug-ins that al- low for speedy blogging during an event as well. And of course, there’s also the option of simply using Twitter. Live blogging can take place
over the course of a short, one time only event, or it can be an essential part of a larger hap- pening. One great example on the grander scale was Chicago Ideas Week, held in October continued on page 91
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