STL AMA Marketing Questions on Blogs
What can be expected from a successful blogging campaign?
1) Corporate blogs primarily are used for national branding. They allow companies to present accurate information without the filter of the media or advertising.
2) Marketing blogs can be used to amplify marketing messages through traditional channels. The use of a blog allows a company to provide a destination of information for consumers, from commercials to promotional coupons, to directions on how to use products.
3) Employment blogs allow a direct connection to online communities, increasing the number of qualified applicants by identifying communities of interest and building a loyal talent pool.
4) Public Relations blogs allow a corporation to put a human touch in place of the often used “corporate-speak.” From pictures of employees to CEO blogs, to instructions on how to interview, public relations blogs remind readers that your company is staffed by real people.
What examples are there of corporate blogs that have been successful?
Microsoft, GM, T-Mobile, Emerson, IBM, Pfizer, Boeing, Google, Sun....and that’s off the top of my head.
Wells Fargo just started a corporate blog. They’re talking about the San Francisco Earthquake. What does that have to do with banking, home loans, and insurance? Nothing, and everything. The blog is a public service that puts the Wells Fargo name in front of people who are curious about history (and happen to represent a great demographic to sell to). At the same time, Wells Fargo gets to talk about insurance risks without talking directly about themselves. That is a great blog.
The other companies on these lists use blogs to become thought leaders, improve Public Relations, discuss employment strategies, create communities of interest, and get focus group feedback on new products.
The real question is what happens when smaller companies are successful in using blogs to communicate a message. A small company with an active blog and high traffic can compete with multi-million dollar budgets of larger companies. Those are the blogs that should be studied for successful strategies.
1) Corporate blogs primarily are used for national branding. They allow companies to present accurate information without the filter of the media or advertising.
2) Marketing blogs can be used to amplify marketing messages through traditional channels. The use of a blog allows a company to provide a destination of information for consumers, from commercials to promotional coupons, to directions on how to use products.
3) Employment blogs allow a direct connection to online communities, increasing the number of qualified applicants by identifying communities of interest and building a loyal talent pool.
4) Public Relations blogs allow a corporation to put a human touch in place of the often used “corporate-speak.” From pictures of employees to CEO blogs, to instructions on how to interview, public relations blogs remind readers that your company is staffed by real people.
What examples are there of corporate blogs that have been successful?
Microsoft, GM, T-Mobile, Emerson, IBM, Pfizer, Boeing, Google, Sun....and that’s off the top of my head.
Wells Fargo just started a corporate blog. They’re talking about the San Francisco Earthquake. What does that have to do with banking, home loans, and insurance? Nothing, and everything. The blog is a public service that puts the Wells Fargo name in front of people who are curious about history (and happen to represent a great demographic to sell to). At the same time, Wells Fargo gets to talk about insurance risks without talking directly about themselves. That is a great blog.
The other companies on these lists use blogs to become thought leaders, improve Public Relations, discuss employment strategies, create communities of interest, and get focus group feedback on new products.
The real question is what happens when smaller companies are successful in using blogs to communicate a message. A small company with an active blog and high traffic can compete with multi-million dollar budgets of larger companies. Those are the blogs that should be studied for successful strategies.
posted by franki durbin @ 11:14 AM PERMALINK
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