10; Programs & Techniques: Blogging & Communities
- To understand three different approaches to how companies are using blogs and three different levels of involvement.
- To articulate objectives that can be accomplished through blogging.
- To identify the pros and cons of gaining customer insight through blogs and customer communities
- Blog Marketing. Andrew Corcoran, Paul Marsden, Thomas Zorbach, & Bernd Röthlingshöfer. 2006. Pages 148-158. (CM)
- Understanding Blogs and Private Communities. Communispace White Paper. 2005. Pages 1-8 (Bb)
- What Companies Gain from Listening: The Effect of Community Membership on Members’ Attitudes and Behavior in Relation to the Sponsoring Company. Communispace White Paper. 2006. Pages 1-11 (Bb)
Content & Activities:
- Discuss what should be emphasized in the presentations.
- Finish up from last class: Measuring Advocacy and Net Promoter Score
- Industry Measurement of Loyalty and Advocacy: Net Promoter Score as an Organizational Discipline.
- Overview of NPS
- How companies are integrating the process into organizations
- Critiques of the NPS
- PowerPoint: Blogging and Communities
- Approaches to blog marketing (from Connected Marketing book)
- Blogvertorials – extension of classic PR, “blogger outreach”
- Example: Nokia – Nokia seeded its new camera phone with a number of cutting-edge bloggers in
. They didn’t ask the bloggers to write about the phones but many bloggers did. It generated a lot of traffic to the Nokia website. Finland
- Example: Dr. Pepper and Raging Cow (what not to do) – Dr Pepper offered a number of young bloggers incentives to discuss their new milk-flavored product called “Ragin Cow”. Dr Pepper asked the bloggers not to mention that they briefed the bloggers about this but the word got out, which led to tremendous outrage.
- Example: Wal-Mart
- Business blogs (aka, corporate blogs)
- Example: Stonyfield Farm – uses blogs to create interest around lifestyle issues surrounding their product: The Bovine Bugle (a blog about Jonathan Gates and his organic dairy farm in
) and Baby Babble (a places for parents to meet up rant, offer, and seek advice…). Vermont
- Faux blogs – a form of stealth marketing
- Example: Sega – Beta 7 – an advertising agency created a fake blog authored by an imaginary videogame tester called Beta 7. The new ESPN 2K4 game was sent to the blogger where Beta 7 posted a review. The review stated that it was extreme that it triggered blackouts and fits of violence. To prevent the software from reaching the stores Beta 7 launched an online campaign to ban the software – all a ruse to stimulate sales.
- Example: McDonald’s Lincoln Fry campaign – this featured an imaginary individual who found a fry shaped like Abraham Lincoln. The blog got over 2 million hits and was linked to a McDonald’s Superbowl commercial. When it was found out to be a fake blog the ad spots got even more press.
- Sponsored and Paid Blogs – paid blog programs controversial in the blogging world
- Objectives for blogging: (“From interruption to engagement, from control to collaboration”)
- Generating interest – Stonyfield Farms
- Drive action/sales – Treonauts.com
- Create goodwill – Microsoft’s Scobleizer
- Establish expertise – English Cut blog (Thomas Mahon, Savile row tailor from
- Customer dialogue – FastCompany, a business publication, invites readers to suggest ideas for stories
- Employee dialogue – Variety “Have You Heard” collaborative blog; it’s designed to keep employees up on the latest industry trends
- Levels of involvement with online WOM.
- “Monitoring” is a somewhat passive strategy (done without a spirit of engagement; goal is more for “intelligence”-gathering and control)
- “Listening” is a more active approach (done with a spirit of engagement; often a precursor to dialogue)
- “Joining in” is even more active and involves participating in ongoing discussions and/or creating a space for those conversations to take place. (Sometimes this is not appropriate if it’s perceives as being invasive; sometimes you need to be invited in).
To Do (for next class):
- All groups need to turn in their papers.
- Prepare for presentations
Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication Northeastern University