Methods:
Corporate blog:
1. Multiple contributors
2. Testimonials of product effectiveness (pharmaceutical industry) -- how its changed peoples' lives.
3. Aesthetically pleasing
4. Detailed functionality of blog:
-tags for use with digg/delicious/technorati
-sub-post buttons for adding posts to common ugc compilers (technorati, digg, etc.)
-subscribe feature for users to stay in the loop -- can be 1) used in a reader/rss/atom, 2) blog updates e-mailed to subscribers
-widget features to involve visitors
-widespread advertising of the blog accomplishes 1)obtains visitors who read and contribute ad revenue 2)brand recognition by getting people to see the company name
-advertising -- limited but still present. One 300x300 pixel video ad
-embedded videos that users have made that feature or support our product line
5. Product advertising w/ discounts or coupons... perhaps free trial offers for some otc drugs.
6. Offer link to profile page of CEO. Talk about his impoverished childhood and his commitment to bettering the lives of everyone who uses his company's products. Mention how his morals have contributed to the company's stellar commitment to taking care of people and always being sensitive to their needs.
7. Blog allows for reader feedback as well. Helps the company improve its business by getting feedback and therefore becoming more sensitive to customers' needs.
8. Link up to competitors- Posts can be about employees of all levels praising the company or describing the many facets of their jobs, but the informative posts about company products, development, or releases can link up to competitors pages, as a means of proving betterment.
9. With a large company, it takes only a little time for each employee to make a contribution [send a mass memo requiring all employees to write a post, then stockpile posts and publish periodically, over time], which, over time ends up not harming productivity all that much.
10. To manage the online world, a tech savvy "Technology Manager" would need to be hired (me), who could implement all the features of a blog of this kind, and maintain it. Essentially, once it's set up, only occasional maintenance is required, and a daily/weekly commitment to publishing posts is required. It could be make a routine portion of a tech-savvy PR employee's job.
11. Install visitor tracking and web analytics utilities in the blog to understand where visitors come from. In doing so, the company can create more targeted advertising [cisco is a good example- lots of targeted adword advertising].
Showing posts with label blogs. Show all posts
Showing posts with label blogs. Show all posts
Sunday, April 17, 2011
Saturday, December 15, 2007
Genealogy of the Blog
Earning visitors to your company’s blog is exciting, but don’t you want to know where they came from? How about knowing the exact Google search they typed to located your blog?
Business knowledge like that could really help your blog out! By uncovering the roots of your visitors, your company can publish targeted advertising to the groups of people or the subjects that are most likely to earn your blog visitors.
Using a tool like Google Analytics, however, includes many more helpful features. You may see where all the traffic to your blog originated geographically. A map can show you the individual cities where visitors reside. The utility can also report the system capabilities of visitors, which will allow your Tech. Manager to tweak the blog just right so that the most users are able to maximize the functionality of the blog, with minimal page load time.
Just as nifty, you can learn which posts your visitors read the most, which cause them to leave the blog most often, and which of your visitors are repeat readers. Additionally, you are able to see the amount of time that readers spend on your blog, while also learning about the depth of their visit, either in time or page/post views. Building a readership base over time will be important, and this tool, with others, can help in that endeavor. Altogether, analytics tools allow your company to learn how to maximize its blog traffic.
Business knowledge like that could really help your blog out! By uncovering the roots of your visitors, your company can publish targeted advertising to the groups of people or the subjects that are most likely to earn your blog visitors.
Using a tool like Google Analytics, however, includes many more helpful features. You may see where all the traffic to your blog originated geographically. A map can show you the individual cities where visitors reside. The utility can also report the system capabilities of visitors, which will allow your Tech. Manager to tweak the blog just right so that the most users are able to maximize the functionality of the blog, with minimal page load time.
Just as nifty, you can learn which posts your visitors read the most, which cause them to leave the blog most often, and which of your visitors are repeat readers. Additionally, you are able to see the amount of time that readers spend on your blog, while also learning about the depth of their visit, either in time or page/post views. Building a readership base over time will be important, and this tool, with others, can help in that endeavor. Altogether, analytics tools allow your company to learn how to maximize its blog traffic.
Playing Dirty on the Blog
You know that your products are superior to the competition. Show everyone.
With a new blog, your company can advertise its own products. Not only is paying for advertising out of the question, but much more creative ads can be concocted. For example, coupons or free-sample offers can be posted by SNAC for some of its OTC drugs. There could even be a short, common-sense quiz on the blog that awards participants with a coupon for savings on their next SNAC brand purchase.
Now lets examine a way to take a stab at the competition that, before now, was not possible from the company’s standpoint. Your competitors likely have websites and even blogs of their own. What having a blog allows you to do is to “link up” to your competitors’ sites. If you’ve found a competitor’s press release online, that you believe could hurt their business and help yours, you can provide a link to it on your blog. By doing this, credibility is awarded in your company’s favor because it has provided your readers with tangible evidence illustrating your clear superiority or their apparent inferiority in whatever matter the case may be addressing. Taking this approach to battling the competition can run you the risk of being accused of slander, but the risk-reward ratio makes it a tempting strategy for getting ahead. At the very least, when the faults of other companies are revealed, your company’s blog can include a post highlighting the safety features or proven track record of particular, comparable products offered by your company.
With a new blog, your company can advertise its own products. Not only is paying for advertising out of the question, but much more creative ads can be concocted. For example, coupons or free-sample offers can be posted by SNAC for some of its OTC drugs. There could even be a short, common-sense quiz on the blog that awards participants with a coupon for savings on their next SNAC brand purchase.
Now lets examine a way to take a stab at the competition that, before now, was not possible from the company’s standpoint. Your competitors likely have websites and even blogs of their own. What having a blog allows you to do is to “link up” to your competitors’ sites. If you’ve found a competitor’s press release online, that you believe could hurt their business and help yours, you can provide a link to it on your blog. By doing this, credibility is awarded in your company’s favor because it has provided your readers with tangible evidence illustrating your clear superiority or their apparent inferiority in whatever matter the case may be addressing. Taking this approach to battling the competition can run you the risk of being accused of slander, but the risk-reward ratio makes it a tempting strategy for getting ahead. At the very least, when the faults of other companies are revealed, your company’s blog can include a post highlighting the safety features or proven track record of particular, comparable products offered by your company.
Contributors
Your corporate blog will need a single “technology manager” to devote about 30 minutes per day to upkeep of the blog. In essence, it would take no more than a single day for one person to set up an aesthetic, functional blog that’s ready for use. Once you’re set up, you’ll need contributors to write for your blog. With a company of several hundred employees, each could make a small contribution to form a comprehensive blog.
It’s most favored by consumers and readers if your blog is well rounded in its contributors. Occasional posts from the CEO will be a necessary facet, however having employees of all ranks contribute, from managers to janitors, is most favored. The easiest way to accomplish this is by sending around a memo once per year asking each employee to write a small snippet about their job. This could include particularly interesting or rewarding portions of employee’s jobs, or just a daily run through of what they do. The technology manager’s responsibility would be to censor and post one of these synopses every other day. In this way, readers of your company’s blog get fresh and interesting material, and are able to get a feel for what the whole company does. Additionally, contributions can discuss product release details, or even highlight a philanthropic event that the company has sponsored.
It’s most favored by consumers and readers if your blog is well rounded in its contributors. Occasional posts from the CEO will be a necessary facet, however having employees of all ranks contribute, from managers to janitors, is most favored. The easiest way to accomplish this is by sending around a memo once per year asking each employee to write a small snippet about their job. This could include particularly interesting or rewarding portions of employee’s jobs, or just a daily run through of what they do. The technology manager’s responsibility would be to censor and post one of these synopses every other day. In this way, readers of your company’s blog get fresh and interesting material, and are able to get a feel for what the whole company does. Additionally, contributions can discuss product release details, or even highlight a philanthropic event that the company has sponsored.
Welcome to the Blogosphere, Captain
You need a way to tell your company’s story. But, it would be one-sided and impractical for just a single employee to maintain this façade.
The answer is a blog. The term “blog” is short for “weblog,” which is a way to catalogue events or stories as they take place. Joining the corporate “blogosphere,” as it is called, would enable your company to express itself in a new way. A huge benefit of a blog is that any employee may contribute to it, assuming you allow them to. Blogging, in essence, establishes social networking connections that can change how your company is perceived.
Initially, one employee would need to set up this interactive online world known as your company’s “blog.” It would be a cheery, interactive web page hosted on your company’s servers, just as your corporate home page is. Let’s place your blog at BlogSNACPharm.com. With a catchy title like this, the frame for the free marketing phenomenon is already established. What consumers find inside the blog is what will make your business grow phenomenally.
The answer is a blog. The term “blog” is short for “weblog,” which is a way to catalogue events or stories as they take place. Joining the corporate “blogosphere,” as it is called, would enable your company to express itself in a new way. A huge benefit of a blog is that any employee may contribute to it, assuming you allow them to. Blogging, in essence, establishes social networking connections that can change how your company is perceived.
Initially, one employee would need to set up this interactive online world known as your company’s “blog.” It would be a cheery, interactive web page hosted on your company’s servers, just as your corporate home page is. Let’s place your blog at BlogSNACPharm.com. With a catchy title like this, the frame for the free marketing phenomenon is already established. What consumers find inside the blog is what will make your business grow phenomenally.
What’s Better Than Free Marketing?
Nothing. Letting the public do all the work for you is the way to go.
Viral and word-of-mouth marketing are multifaceted in their benefits. First, they’re effective. A friendly referral via speech or via a link in an e-mail is sure to occupy a person’s mind, at least for a few seconds. If someone decides not to pursue your business, at the very least your company’s name has been imprinted in his or her mind. Brand recognition of this sort leads to more referrals, and soon your company’s name and its business has become viral.
Second, and just as important, these forms of viral marketing are virtually free. With two great reasons, it’s the responsibility of individual companies to take the initiative to exploit these efficiencies for their own benefit.
Using emerging web 2.0 technologies, online social networks have transformed the face of marketing, creating a universe where outreaching to thousands of people is possible in an instant, and with ease.
It’s time to take your business to the next level. You’ve worked hard to put build a good face for your company. Technology is the way of the future, and adopting these Internet technologies is how you will sculpt the features of that face. Read on to discover the simple but effective ways your company can enhance its presence worldwide, build its name, and multiply its business, all at the same time.
Viral and word-of-mouth marketing are multifaceted in their benefits. First, they’re effective. A friendly referral via speech or via a link in an e-mail is sure to occupy a person’s mind, at least for a few seconds. If someone decides not to pursue your business, at the very least your company’s name has been imprinted in his or her mind. Brand recognition of this sort leads to more referrals, and soon your company’s name and its business has become viral.
Second, and just as important, these forms of viral marketing are virtually free. With two great reasons, it’s the responsibility of individual companies to take the initiative to exploit these efficiencies for their own benefit.
Using emerging web 2.0 technologies, online social networks have transformed the face of marketing, creating a universe where outreaching to thousands of people is possible in an instant, and with ease.
It’s time to take your business to the next level. You’ve worked hard to put build a good face for your company. Technology is the way of the future, and adopting these Internet technologies is how you will sculpt the features of that face. Read on to discover the simple but effective ways your company can enhance its presence worldwide, build its name, and multiply its business, all at the same time.
Snooth.com
Snooth.com is a wine-rating site where users leave their feedback and ratings for other visitors to the site. To date snooth.com has accumulated over 1.9 million ratings and has become the premiere online wine rating site. While the service recently launched in June of 2007, the numbers it puts up make the site’s popularity even more astonishing. The service is still in beta testing, and it prides itself on its unforgettably made up name. The site is very colorful and upbeat, and
Perhaps the best part about the site is the space where the actual winemakers may leave notes or remarks regarding a specific wine. Winemakers can copy the text right of their bottle, or add their own tasteful or creative flair to a wine’s profile. Also included, naturally, are the wine’s specs (alcohol content, total acid, pH, residual sugar, and blend if it applies) and origin. For most wines the information is complete and [assumed to be] truthful.
Essentially, each wine has its own profile. You may think to yourself, but can a wine on Snooth make friends like people on Facebook? The answer is “yes.” Wines can, in a sense, make friends, however they may not do so with other wines. It is the users of the service who rate the wines, and in doing so reveal either friendships or animosities. According to users’ ratings, one can even see how people like the wine over time, whether certain years are better than others. A wine’s ratings determine its standing in the wine community. The content of reviews and the general rating scale determine a wine’s favorability and, therefore, its ranking in the Snooth wine universe. What a great site!
Perhaps the best part about the site is the space where the actual winemakers may leave notes or remarks regarding a specific wine. Winemakers can copy the text right of their bottle, or add their own tasteful or creative flair to a wine’s profile. Also included, naturally, are the wine’s specs (alcohol content, total acid, pH, residual sugar, and blend if it applies) and origin. For most wines the information is complete and [assumed to be] truthful.
Essentially, each wine has its own profile. You may think to yourself, but can a wine on Snooth make friends like people on Facebook? The answer is “yes.” Wines can, in a sense, make friends, however they may not do so with other wines. It is the users of the service who rate the wines, and in doing so reveal either friendships or animosities. According to users’ ratings, one can even see how people like the wine over time, whether certain years are better than others. A wine’s ratings determine its standing in the wine community. The content of reviews and the general rating scale determine a wine’s favorability and, therefore, its ranking in the Snooth wine universe. What a great site!
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