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?