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Name: Miel Van Opstal Title: Publisher Blog: Coolz0r - Marketing Thoughts SHEDWA: When and why did you start your own blog? MIEL VAN OPSTAL: I started blogging in April 2005. At that time, I was studying interactive marketing, and I had been contributing to blogs of friends before. They just got tired of me sending them links all the time, so they convinced me to start blogging myself, which I did. My blog wasn't on blog software, it was entirely HTML, manually coded. I just looked at it as a personal website. For every post I made, I created an html page with the post title, I copy-pasted the entry on an index page, made the links myself and sliced up the index file 4 times a month to spread the load. It was incredibly time-consuming, but I loved it. Because I started posting more regularly, and the blog started growing, I decided to merge the entire HTML site into a WordPress setup in January 2006. S: Why blog about advertising? MVO: The blog content isn't restricted to advertising, but it's the part I love most (apart from the gadgets and digital toys). I was a student in a marketing/advertising sector, did internship in an ad agency, so it was basically to have a personal archive to pour ideas out of. Very often when I bookmarked 'cool stuff' in general, it was moved over the course of time. I hated the 404 messages every time I needed specific content, so I decided to create a platform I could control, so that the content would be within reach the entire time. It came in very handy when I was working as a strategic planner for the ad agency. It served very well to support pitches, to demonstrate campaigns or to show how creative other agencies have been elsewhere in the world. When I started working for Microsoft as an Enthusiast Evangelist, the question rose to continue blogging about ads and marketing. I decided that my interest in ads and marketing became a hobby and that I loved the attention I got from readers, the emails with suggestions and freshly released campaigns. I'm the only ad/marketing blogger in Belgium with a large audience like my blog has (8,000 uniques a day), and I decided to keep on building. I'm addicted to ads, to creativity and to marketing. I just select cool stuff from all over the world that's worth mentioning. Apparently a lot of other people appreciate my taste and I know in every ad agency in Belgium, someone's reading what I post. S: Where do you find the content that you include in your blog? MVO: It gets sent in by agencies, by readers, by PR services. I have an RSS reader with about 1,000 feeds in it, which I try to manage. Whenever I find something in there I like, I post it on the blog and link to the original author with a 'via' to conclude the post. S: What impact, if any, do you think blogs serve in the ad community? MVO: The fact that things can go 'viral' in the blogosphere is part of the reason why blogs exist. For agencies, creatives and directors, being featured and discussed about is a personal compliment. Getting attention from all over the world makes you a little famous, it gives the campaigns extra exposure which is good for the brand (it confirms that they have chosen the right agency) and for the agency (it confirms they have great talent in the house). It's a good way to share the cream of the scene, to show other agencies and readers what's been going on in the rest of the world, that can initiate a new creative process and lead to new and better ads. S: You work for Microsoft EMEA as an Enthusiast Evangelist. Just what exactly is that? MVO : Enthusiast Evangelist has two words. The first word is my audience, the second one is what I do. I have to talk to audiences who are in one way or the other involved with Microsoft's products. It can be Zune (our video/music player), XBox 360, Vista, Office 2007...but it can also be hardware, health care related, education related, hardware related. Basically ANY product that ends up with the consumer is within my field. What I have to do is create events or sessions in which I try to deliver an experience to the audience so that they become 'more enthusiast' about the products they already use, so that they learn things they didn't know before and so on. I have to talk about cool things I see, hear or know of and make it more tangible and understandable. I don't have to sell anything. S: What are your 5 favorite blogs, advertising focused or not? MVO : Adrants, InsideMicrosoft, LiveSide, Google Blogoscoped and AdLand. Check back each Wednesday for a new Shedwa's Six interview. technorati: coolz0r microsoft cheap oem software buy software

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