Blog Marketing Of Fortune 500 Companies

At the very beginning, when the 500 strong enterprises began to use blogs to do marketing, they were not deceived by the colorful phenomenon, but they just went straight to the point and seized the essence.

After an enterprise becomes bigger and bigger, especially after it becomes a multinational company, its relationship with its terminal customers is usually dependent on non interactive advertisements.

And when the Internet generates blogs, especially when blogs can become a marketing tool, the world's top 500 companies immediately become sensitive and realize that blogs can have the interactive function that advertising can not have.

The world's top 500 enterprises, with their own understanding, cut in from all aspects to form blooms of enterprise blog marketing.

I summarize some basic passages of blog marketing in world famous enterprises by sorting out some information.

　　讓我們與客戶靠得更近

P & G (P & G), the world's largest commodity company, founded its own electronic magazine website in 2003.

Procter & Gamble daily users registered, after purchasing products, they can log in to the website to make single page electronic magazines, write their own good feelings of Procter & Gamble products and send them to many friends. P & G website will automatically generate discount coupons to send to the users, and users and businesses will achieve win-win results.

At present, the registered users of this website have reached about 20000000 in the world, showing the feasibility of the blog application mode and the extensive application prospects.

Nike, which is also popular with P & G, has set a good example in choosing the right time to use blog marketing.

When Nike built its World Cup strategy in 2006, it decided to try a new form: online blog community.

The most important part of it is the social blog website jointly launched by Nike and Google in February 2006.

Registered members from more than 140 countries on this web site create fans' communities around their favorite teams and players (such as Brazil superstar Ronaldinho), write blogs, organize temporary competitions (pickupgames), upload and download videos, or vent their dissatisfaction with the increasingly commercialized erosion of such competitions.

Although the event was launched during the world cup, its influence continued after the game.

For Nike, this achieved a major change - he began to realize that he could get consumers' attention in a completely new way, not just advertising bombing.

Although Nike was forced to adopt this innovative method after Adidas's exclusive right to win the US broadcasting World Cup advertising rights, Nike was surprised to see that in fact, the comments on social networks and blogs have already shaped Nike brands.

Trevor Edward, vice president of Nike, once said: "those days when an advertisement does the right thing, highlights a big shoe and expects the two to add together can bring huge impact."

Mark Pike, chief executive of the company, said: "when someone joins Nike community or invites Nike to join their community, we build a very strong relationship."

Is this not the essence of brand marketing?

　　將博客營銷外包，第三方的博客營銷服務開始發展

As a long-term sponsor of the Olympic Games, Coca-Cola launched a dialogue and exchange marketing website called "TorinoConversations" during the Turin Winter Olympics.

The website has the functions of broadcasting, publishing pictures and reader reviews, and recruiting 6 college students from China, Germany, Italy, Canada, Australia and the United States. From the perspective of the Winter Olympics, the Winter Olympics are reported in real time in the form of blogs and Coca-Cola products are preaching.

This blog team is equivalent to a team under Coca-Cola's public relations (PR) department, but they are not Coca Cola Co employees.

Coca Cola Co's blog marketing strategy is just a microcosm of many attempts to blog marketing enterprises.

At present, many enterprises in the United States are trying to increase their blog network marketing plan on the basis of traditional marketing, and try to publicize enterprises by employing part-time and full-time bloggers.

For example, in January 2007, Holland Tourism Bureau paid 25 bloggers to participate in Amsterdam news release reception. These bloggers were recruited by BlogAdsNetwork, a blog network specializing in blogs and advertisers.

Obviously, the third party blog marketing professional service mode is actually outsourced blog marketing to professional companies.

From the blog marketing strategy of large enterprises such as Coca-Cola and other related enterprise blog marketing practice application mode, we can see that blog marketing service market opportunity is beginning to appear. Blog marketing as an independent third party professional service has proved to be feasible.

The third party's blog marketing service may become another development area of the network marketing service market.

Because blog marketing service mode is similar to the operation mode of traditional public relations companies to a great extent, blog marketing service may also become a breakthrough for public relations companies to set foot in the network marketing service.

　　讓企業博客成為新的管理手段

Boeing, which has always been stealthy, has also started using blogs to promote open management and open its hearts to employees, customers and the public.

The big company is gradually improving itself with the power of blogging.

This means that Boeing has learned to give up part of its control and dare to accept sharp criticism in order to have more constructive dialogue with the public, customers and their employees.

"Companies are nervous about creating internal blogs because they are worried about negative reviews, but negative reviews do exist," said Forest, an analyst at research firm.

Companies should still know better about them. "

Boeing's initial practice shows that the return of this measure is higher than that of risk.

Boeing's two public Blog websites have established a direct link between the company and the public, which has never been seen in Boeing's 91 year history.

Senior managers began to use internal blogs to engage in dialogues and allow employees to ask questions anonymously.

James Albo, chief executive officer of Boeing Integrated Defense system, said: "I always advocate open and honest communication in order to find and solve problems."

In February 2008, albor actively supported the use of blogs in a meeting of defense systems department attended by 1000 top managers.

He said, "I'm a little worried, and I don't know what will happen, but I support this proposal."

In May 2005, when Boeing launched the "flight test log", it chose another way.

In the past 7 months, engineers, managers and pilot pilots have expressed unique views to the public on the process of testing Boeing's latest 777 passenger aircraft on aircraft manufacturers and federal managers.

Tens of thousands of people log in every month, watch videos of new aircraft and know how pilots prepare for flight.

IBM is also an active practitioner of blog marketing.

In August 2005, they launched a special podcasts website for investors to discuss business and technology topics, such as the banking industry, shopping and online games.

IBM also provides a blog system on the company's intranet to encourage employees to use blogs.

IBM spokesman said that employees' active state of these social networks and communication methods made them aware of the great potential of new technology applications.

Editors Baidu (baidu.com) so far, about 15000 IBM employees have registered company blogs, and 2200 employees regularly maintain their blog.

Blog topics range from technical discussions to project help.

But IBM has also found many potential problems, such as confidential information disclosure or information that may damage the reputation of the company.

In order to reduce risks, IBM also published blog guides specifically for employees, including staff not to divulge company confidential information, to mention customers without permission from customers, and not to use insulting or blasphemous language.

　　500強博客營銷術：營造對話環境追求市場成功

In the open world, the standard of measuring success or failure is not the final article.

The final winners belong to those who are best at creating a dialogue environment.

This is indeed the case. People's concern for super enterprise blogs is not so much as appreciation of blog posts, but rather a recognition of the idea of creating a dialogue environment.

There are three nouns in the top 500 marketing blogs.

The first term is "dialogue environment", that is, they seize the essence of blog is interaction, everyone is involved.

Corporate blogs can only be infected by the participation of the largest number of users.

Second, it should be the word "building".

That is to say, these sensationalism is the result of planning, and is designed in advance. In China, his nickname is "packaging".

Of course, the "sensational effect" also has dross.

There are also "riffons" in the design environment of the US dialogue environment, just like the Jerry phenomenon of the US Fox TV station they denied.

The last word is "success or failure".

That is to say, he is not the standard of beauty and ugliness, but the standard of success and failure of the market.

Enterprise blog marketing can not only pursue beauty, but also pursue market success and pursue commercial value.

Enterprise blog must learn to pack, create, interact, plan, dialogue, environment and sensational effect, and finally achieve the success of the market.

As the saying goes, "ginger is old spicy."

At the very beginning, when the 500 strong enterprises began to use the new tool of blog to do marketing, they were not confused by the colourful phenomenon. Instead, they went straight to the point to seize the essence.