7 cows and a great yogurth recipe
Posted on January 4, 2005
Filed Under | Comments Off
Wie eine amerikanische Joghurt Firma dazu kam, Weblogs zu nutzen. Nicht, weil man einen linksdrehenden (oder waren es rechtdrehende?) zur Verdauung der vermeintlich schwer verdaulichen Blogkost benötigt. Nein. Sondern?
Die Stonyfield Farm verkauft – laut Eigenaussage – natürliche Jogurths:
At Stonyfield Farm, we’re committed to keeping artificial ingredients out of food. That’s why we use only pure all natural and organic ingredients—never any preservatives or artificial flavors, colors and sweeteners like other brands. We only use premium milk from farmers who have pledged not to use the synthetic bovine growth hormone, rBGH. And, all of our organic ingredients were produced without the use of antibiotics, synthetic growth hormones and toxic and persistent pesticides and fertilizers. It’s just pure, natural, REAL food.
Rick E. Bruner hat auf seinem Blog ein Interview mit dem Verantwortlichen von der Stonyfield Farm veröffentlicht, auf dem die Gründe und Vorteile für das Betreiben von momentan 4 (!) Weblogs genannt werden.
1. Traffic: Since we began the five blogs on April 1, 2004, we’ve had a total of 160,000 visitors.
2. Grund zum Bloggen = Kundenbeziehungen: With growth, we fear losing touch with what is a very loyal and committed customer base, and so our CEO, Gary Hirshberg, saw the blogs as a way to continue to personalize our relationship with our customers. He wants to “be real” and saw the blogs as a way to do that
3. Ziel: Our blogs “continue the conversation” we’ve had with our readers/customers since the beginning in 1987, when we had 7 cows and a great yogurt recipe
4. Erfolgsmessung: We are measuring things like page views, visitors and subscribers. Much like any public relations effort (and we are part of the public relations department), the “benefit” is somewhat intangible, but we have faith that there is one.
5. Feedback und Mechanismen der Beziehungspflege: We get a lot of comments in the blogs when we raise controversial issues (and we’re trying to do more of that). We asked once who should be the first female president–that inspired a lot of comments! And we asked what was important to them in the 2004 presidential election. We asked, “Is God male or female” and that was REALLY popular!
Am Rande: Man beachte bitte den Kommentar in einem vorigen Beitrag zu dieser Firma bei Rick. Sehr “bissig” :-)))