But why do businesses take the time and trouble to write blogs and even record their own video blogs?
When a business blogs it talks in an appropriate tone of voice, hopefully in an informed manner to a highly targeted group of individuals about a topic they're interested in and is relevant to them.
And when we do this, we (hopefully) look good and re-affirm the loyalty of those people who have purchased our products in the past and may want to do business with us again. By the same token, we also hope that other people who have similar interests and aspirations will be drawn to our blog and affiliate themselves with the company. Some of the people who read our blog may be purchasing clients, suppliers to our organisation and/or others interested in working for the company (please email us if you are!).
The key benefit of blogging things that interest us, our clients, suppliers and potential employees is that any audience who reads our blog can get a much deeper understanding and sense of who we are, what we are about and how we operate as a business.
From a blog, people can begin to get a sense of the philosophy and values that a company holds important, i.e. does the organisation do interesting work, have original thoughts and ideas, does it have a sense of community, humour and fun?
Interestingly, by also writing a blog on behalf of a company you get to understand more deeply what appropriately reflects the company's style, values and even the ‘morals’ that you work for. As a writer for the In(side) Conversation Stancombe Research & Planning blog, there have been occasions when draft blogs fail to make the blog page. Simply put, the style of the writing or the content did not match the character of the organisation. Just by writing this now, I already have a much better sense of why I am blogging (Yes, this is another interesting point about blogs, they can be rather introspective!)
Sometimes by reading a company blog, team members also get a stronger sense of the organisation that they work for.
Perhaps all of this is self-evident. Perhaps all of this is blindingly obvious! So what do you think?
Is there more to blogging than this? Why do you or your company write blogs?
We would love to hear some thoughts.
An interesting SMH article today talks about a company (Julpan) just bought by Twitter for an undisclosed (probably astronomical) amount of money.
The company’s key piece of IP “is an algorithm which analyses all manner of activity on the social web - from Tweets to status updates - to provide a real-time snapshot of what the world is thinking and doing this very moment. The formula also takes a user's own social web activity into account to better interpret the context of a search to retrieve more relevant information.”
Here is the interesting question: Are these new tech companies / search algorithms stepping on our turf or do they represent a big opportunity?
While this might be a scary thought for some researchers, others could view these companies and advancements as opportunities to enhance what we already do - add value to corporate and marketing data
- Universal Studios
- Ford Fiesta
- Monster Energy Drink
- DC Shoes
- Dirt 3
- Interacting with them regularly through the social media ecosystem (Facebook, Twitter, Youtube, Google + etc)
- Allowing them use your music and other IP for free
- Encoring them to use your music and other IP for free
- Giving them a name, i.e. little monsters
- Is akin to a living breathing ecosystem of individuals, groups, brands and companies of all sizes interacting with each other via tweets, Youtube videos, pictures, status updates, games, tagging, fan pages, competitions etc
- Facebook's gravitas comes from the fact that many of your friends (and probably future friends as well) are on it and it requires relatively very little effort (and money) on your part to keep in touch with them
- Facebook is sticky because you become part of the Facebook ecosystem as soon as you join (like it or not)
- Is akin to an Oracle given you can type a few words into a box and get an answer to almost anything you could possibly want
- Google's gravitas comes from the fact it appears to know almost everything and is often good at predicting what you want to know
- Google is sticky because we will never stop asking questions / needing information - thus making many of us regular users
Yes, the art of letter writing is dead. So are customer complaints departments. Or at least, they have become increasingly redundant.
Consumers now bypass the corporation altogether and take their complaints into the public - see the Vodafail YouTube video below
It appears to be far more effective, creative and engaging than the staid old letter ...the collective can participate and as the group voice becomes louder with ever click on You Tube, you can imagine CEOs demanding action... Now!
- GAP is a billion dollar company that has been around for more than 40 years, why do 2,000 people on Facebook know better?
- Assuming research was conducted (highly likely) with GAP's target audience, why are the views of 2,000 people on Facebook more important?
- Being a company in a creative industry, why should GAP apologize for a logo they believed in?
- Facebook bullying issues
- The defacing of Facebook tribute sites
- A recent murder involving Facebook
- People losing their jobs because of Facebook comments
Recently Nielson and Facebook have joined forces to sample the 300 million plus user base for research purposes. The problem is that any research outputs will be based on people who choose to 'opt in' to participate, i.e. an opt in sample of heavy facebook users is prbably not representative of the general population. Read more here
A more passive approach is sentiment analysis, which (from my understanding) uses sophisticated software programs to monitor the moods and opinions of millions of people as they chatter online (twitter, blogs, forums etc) and then processes the information with highly complex linguist algorithms. Apparently the jury is still out on this technology (it's still early days), but it's easy to see the uses for brands like Apple or Google who are constant points of conversation on the web. Read more here
I really like this viral ad by Nike that uses a famous cartoon artist James Jarvis.
It came to my attention via universal praise from the blogosphere. However, when checking the view count on youtube, it only stands at 2,194 (this particular edit in Australia).
Its got me thinking, is it all about view count?...or is it about getting the respect of people that influence everyone else, i.e. opinion leaders?
What does everyone else think of this piece of work from Nike?
The article comments on the recent 'Susan Boyle' phenomenon that has spread across the world via Youtube and the best version on Youtube of Susan's performance is the one with the most views...an incredible 35 million times (as of the 21.04.09...it was at 32 million at the time the article was written on 20.04.09).
I think this is the main point of the article...
It's so easy to be cynical...but it gets in the way of surprises like this...amazing and very touching at the same time.
Another ad which puts the audience's enjoyment before brand. I love the way the brand is literally tacked onto the end, and there is a recognition of the advertising medium.
There are a few million over 65s on Facebook and 6.7 million users on MySpace. It seems the over 65s are the fastest growing demographic signing up to social networking sites..
Again...i'm wondering if this trend of short film style internet adverts is going to continue...
check out this new campaign from Gatorade