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The opportunity Mindy is to get off the idea that blogging is a C-level activity. Richard Edelman said it best:
"It's clear that when it comes to traditional authority figures – whether they're chief executives or heads of state – people trust them less," says Mr. Edelman. "Employees are the new credible source of information. We have data that shows an employee blog is five times more credible than a CEO blog – and I say this as a CEO blogger."
By engaging widespread employee participation. You spread the content creation burden and thereby generate more content...and the best part according to Edelman (and my experience) is you get the kind of content that visitors want and trust.
From an ROI standpoint, just like any other Corporate or Business Marketing Tool, success needs to be measured in terms of conversions.
Chris Baggott
CEO
Compendium Blogware
www.compendiumblogware.com
Marketers have to remember the goal. The goal of all marketers is to create better relationships. That takes respect, it takes dialog and it takes time.
Seth Godin articulated this perfectly in Permission Marketing back in 1999 with the Wedding Analogy. "most marketers hit prospects like a guy going to a bar to get married"
The great thing about Business Blogging is that it doesn't have to be this way. There is nothing wrong with a Company or better yet, an Employee blogger talking about how their company helps people like me, or specifics about their solution. There was agreat quote from Richard Edelman in the Dallas Morning News recently talking about the 2008 Edelman Trust Barometer:
"It's clear that when it comes to traditional authority figures – whether they're chief executives or heads of state – people trust them less," says Mr. Edelman. "Employees are the new credible source of information. We have data that shows an employee blog is five times more credible than a CEO blog – and I say this as a CEO blogger."
You can find the whole interview here: http://www.dallasnews.com/sharedcontent/dws/bus/columnists/chall/stories/DN-Hall_16bus.ART.State.Edition1.463ac30.html
Chris Baggott
CEO/Co-founder
Compendium Blogware
www.compendiumblogware.com
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