corporate blogs
DESCRIPTION
This presentation was given as part of a series on socialTRANSCRIPT
Blogging for BusinessCorporate Blogs
What are blogs?
Network Coproduction Model
• New tactic and metric to directly target and influence consumer and/or opinion leaders
• Marketing messages are exchanged among members of consumer network (vs. traditional unidirectional flow)
Marketing message and meanings
Marketer/Consumer
Consumer
Consumer
Consumer
How to make it stick
Evaluation Explanation
Embracing Endorsement
Character
Narrative
Communications
Forum
Marketing Promotion Elements
Communal Norms
Messages and Meaning
Messages and M
eaningMessa
ges and Meaning
Messages and Meaning
Create a “Sticky” Blog
• Dazzle them with details
• Help people SIMPLIFY• Make happiness the
new business model• Bring people together• Have fun (its ok!)
Be a Social Catalyst
Brand community building; compliment brand image
http://blog.wholefoodsmarket.com/
Compliment traditional marketing; enhance brand image
http://www.blogsouthwest.com/
Go Above and Beyond
Appeal to Emotion
Brand community building; deepening customer connectionhttp://fastlane.gmblogs.com/
New product development; enhance brand imagehttp://www.thecleanestline.com/
Make Happiness the Business ModelMake Something Mundane Fashionable
Simplify People’s Lives
Brand community building; new product development
http://www.thecleanestline.com/
Why it’s worth it
Brand Engagement Deepen Customer ConnectionBrand Community BuildingEnhance Corporate Image
Customer SatisfactionCrisis Management
New Product LaunchesCompliments traditional marketing
Efficient use of dollars
Questions?