Die Anatomie eines bloggenden Mitarbeiters und praktische Erfahrungen von Corporate Blogging am Marqui Beispiel
Posted on January 6, 2006
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eine leicht stereotypische Skizzierung, die aber dennoch ein überschaubares Anforderungsprofil zeichnet, woran man sich zumindestens grob orientieren kann:
Mehr dazu auf destinationCRM.com:
Companies can use blogging to indirectly fine-tune their marketing messages through social interactions. With other customer communication avenues, companies may be using the wrong language or addressing the wrong audience, but blogging enables faster feedback and a more strategic understanding of where the market is heading. From a competitive standpoint, blogging demonstrates to customers that a company cares about its products and customers. Many companies also look to blogs for internal communication, whether it’s from the CEO, the HR department, or as a discussion tool among employees. They are using them for customer and peer support as well, keeping customers up to speed on products and road maps. Internal communication about accounting and tax guidelines or team blogs is also popular.
und zu den praktischen Erfahrungen des CMS-Anbieters Marqui:
Marqui started blogging in December 2004. As part of its PayBloggers program it set up three-month contracts with 20 bloggers in the United States and Canada to blog about the company, its products, and/or the market.
“That whole program took on a life of its own,” King says. Bloggers were paid $800 per month, plus $50 per qualified lead accepted by Marqui, up to four leads per month. To prevent ethical conflicts, bloggers were allowed to write whatever they wanted about the company, but were also required to disclose that Marqui compensates them. Plus, they were required to mention Marqui and link to its site four times a month. At the end of their terms they were invited to continue their role–most signed up for another two months.
As a result, Marqui saw more than 400,000 Google entries. In an age where everyone wants to know the return on an investment, the most measurable result was getting Marqui’s message out and getting feedback on products. The entries resulted in a 43 percent growth in customer wins quarter over quarter, and the start of 12 new partnerships. “Blogs have to provide added value beyond what is provided on a company’s Web site or press release,” King says.
Marqui hat mittlerweile das Programm der bezahlten Blogger aufgegeben – das Anfang 2005 gestartet hatte und für drei Monate zeitlich begrenzt war – und ist dazu übergegangen, ein eigenes Blog zu führen. Nicht, weil es schlecht verlaufen ist, sondern die Ziele mehr als erreicht wurden und damit auch das dann bekannte Marqui-Blog die Rolle inhouse übernehmen konnte. Mehr zu Marqui auf Röll, Sooz.com, Boston.com und bei Marqui einige Erfahrungen mit diesem Programm.
via Micro Persuasion