Interview with Bad Pitch Blog Co-Founder, Kevin Dugan, Part II

On Saturday, I posted Part I of my interview with Kevin Dugan, social media strategist and co-founder of one of my favorite blogs, The Bad Pitch Blog. Why did I split this interview into two, you ask? Because I’m greedy and milking it for all it’s worth. Apparently people are more likely to check out a blog if it features someone who they’ve already heard of – who knew?

Anyhow, in case you hadn’t heard of Kevin prior to this interview, I highly recommend that you check out the following: his web site, his personal PR blog, and The Bad Pitch Blog. You can also find him on Twitter (@prblog).

And now for the rest of the questions.

Advertising Age has ranked both of your blogs in the Power 150. What kind of advice would you give to new bloggers (cough cough like Social Media Novice cough cough) about promoting themselves?

My advice is to focus more on quality in blogging than quantity. I know my ranking in the Power 150 would be higher if I posted more frequently. But blogging is a small part of my life. If you have good content, people will not care that you do not update six times a week. And when you do wind up being ranked, do not pay attention to quantitative measurements like these rankings. If you take your focus away from the quality, you’ll wind up losing your spot on the board anyway.

Another good blogging strategy is to send people away from your site and push them to things you think are new and cool. Much like a relationship with the media, that makes you a valuable source and more people will follow your blog.

You were recently involved in a Proctor & Gamble social media experiment to promote the Tide brand and raise money for FeedingAmerica.org, the results of which were a great success. In your opinion, what were some of the most important and successful components of the campaign?

The most important elements of the campaign are that it was an experiment, and it was a kickoff for P&G to learn about social media. From there a lot of people (who were not at the event) weigh in with what was right and wrong about it, but it definitely met the goal of getting their teams engaged in an ongoing learning process.

The other successful element of the event was when each team would gather into smaller groups to try out more ideas more quickly. If something did not work, we moved on and put that group onto an idea that was gaining traction. This allowed us to try more ideas out without losing ground against our competitor teams.

The fact that it made $100,000 in four hours by selling about 3,000 t-shirts is also pretty amazing.

Finally, the most significant question of them all: what do you think of the new Facebook???

I like it. The right hand column is serving up articles that are of interest to my friends. And I think that people are too resistant to change.

Thank you again, Kevin, for answering all of my questions!