Parnassus Group

Defining the Conversation
Blogger Engagement


The Parnassus Group is working with the Redmond company Thinkspace on crafting their new Thinkspace WordPress Blog and social media engagement strategy.

Thinkspace rents environmentally friendly executive suites, coworking space, and virtual offices to clients in downtown Redmond.

Blogging the Stratosphere 1.0

In 2005, Parnassus conceived, named, and organized an event which won a Gold SABRE Award in the special events category in 2006, and was nominated for a “Best Use of the Internet” award by PRWeek.

After Connexion by Boeing sponsored our first blogging conference, we approached them with the idea of hosting an “editorial retreat” for our blog conference speakers. This “Blogging the Stratosphere 1.0” test flight and dinner trip to Walla Walla wine country featured a sumptuous meal at our long-time friend and noted winemaker Chuck Reininger’s facility in eastern Washington.

Thanks to the coverage by NPR, the Wall Street Journal, and the blogosphere at large, the event was considered a huge PR win for Boeing.

Press Coverage included:

KOMO: Wi-Fi In The Sky

Brian Gregory reports on the Stratoblogging for KOMO 1000 News radio. The 2 minute-long report (MP3) is available on their podcast. It was recorded during the Blogging the Stratosphere event.

Boeing shows off wired jet with flight to Walla Walla

A highlight of the event was flying into the Walla Walla Airport where a welcoming committee was waiting, waving and clapping. Bloggers usually don’t get that kind of attention! Andy Porter of the Union-Bulletin reports on the arrival of Connexion One. He interviews Terrance Scott, Boeing spokesman and Buzz Bruggeman.

Greetings from the Big Boeing Blogfest

Bryan Corliss of the Everett Herald reports on his blog that, “All the “real” bloggers are happily Instant Messaging their friends.” Correct! I was one of them. I got an instant message flood.

Bryan also reports about the new live TV service that Connexion By Boeing is offering.

Boeing builds Wi-Fi buzz with bloggers

CBS Marketwatch reporter quotes Boeing’s David Friedman, vice president of marketing and direct sales, “No other group demands constant broadband wireless connectivity more than the blogging and technical communities.

“We felt that fulfilling the in-flight needs of this particularly demanding audience would help spread the word about our performance advantage.”

National Public Radio

Bellamy Palethorpe of KPLU reports on cyberspace “celebrity.”

Blogger Engagement for a Feature Launch

Jott is a revolutionary voice-to-text productivity tool with Web-based and mobile features. For Jott’s launch of their version three features — which included being able to Jott to Twitter and to send yourself a reminder — the Parnassus Group was brought in to do some targeted blogger engagement. In this case, we only reached out to bloggers with whom we had pre-existing relationships.

Our pitches were conducted over instant messenger and Facebook video messaging as well as more traditional e-mail and phone-based outreach. The result was coverage for the client on a number of prominent blogs.

We served as a subcontractor to public relations firm Beyer/Kahn on this account.

Monster Cable: Blog Strategy Consulting

Monster Cable hired us us to advise them in the planning for the launch of their own blogging initiative, and has sponsored our “It Won’t Stay in Vegas” blogger party.

Robert Scoble and Brian Solis at the “It Won’t Stay in Vegas” blogger party.

Grapes on a Plane

In 2005 the Blog Business Summit team conceived and planned a special blogger event where several of our top speakers flew to Walla Walla wine country on a private 737. In 2006 we flew again thanks to conference sponsor Greenpoint Technologies who offered up two private jets to us for another getaway to Washington wine country. Greenpoint Technologies is a VIP jet completion firm based in Kirkland, WA.

Robert Scoble covered the event for PodTech. His video coverage is here.


hedges cellars

The Bloggers Arrive in Richland!

And receive a warm welcome…
welcome bloggers

Robert Scoble, Matt Mullenweg and Halley Suitt

Teresa with Christophe Hedges

Hedges Cellars Many Awards