The other sense of professional blogging is blogging done by corporations to reach consumers. Blogging has become a vital part of corporate marketing. I would like you to find a company with a blog and post a response in the comments to the following questions based on Chapter 6 of Say Everything:
- The Cluetrain Manifesto argues that markets are conversations, and that human conversations sound human - that is "open, natural, and uncontrived" in a way that can't be faked (168). What is the voice of the corporate blog? Does it sound human?
- Cluetrain Manifesto co-author Doc Searls draws a distinction between making money with a blog and making money because of your blog - that is, using the blog to build attention and reputation for a money making venture. How does the corporate blog you found generate money? How does it seem to fit into the overall profit scheme of the company?
Post your answers below, and then we'll discuss them.
http://www.nytimes.com/2008/12/11/business/media/11youtube.html
ReplyDeleteCompany Blog: Crocs
ReplyDelete1. The Crocs blog does seem open and natural. Even with its sense of openness and naturalness you can still tell that it is marketing and trying to make a sale. It talks about famous people who use Crocs to try to persuade consumers to try their products. It also talks about how they have discounted merchandise.
2. I think that the Crocs blog is using its blog as a marking tool. I don't think that the blog itself is making any money but it is drawing in new customers and making consumers want to try out Crocs. I would imagine that marketing is their profit scheme so they are sticking with what works for them. They use their blog as a marketing tool.
http://company.crocs.com/blogs/crocs/
http://company.crocs.com/blogs/crocs/
ReplyDeleteThe voice is very human and friendly. It's conversational but informative, and obviously promotional since they are trying to make their products look good so you'll want to buy them.
They're not making any money from this blog itself. The point is to inform people about their new products and to show why other people love their crocs. They want the blog to lead people to buy their shoes.
http://blogs.technet.com/b/mat_stephen/archive/2006/01/03/416823.aspx
ReplyDelete1. The voice of this blog, run by a Microsoft employee, is matter-of-fact. The voice sounds impersonal, like that of a reporter. It also seems like a salesman's voice in that it presents all the good things that Microsoft products can accomplish if you purchase them. The language is extremely technical. The voice is not one that would appear in a normal human conversation.
2. This blog makes Microsoft money by interesting people in Microsoft products. The blogger tells the benefits of Microsoft products, presumably at least in part for potential buyers. The blogger is acting as a salesman for Microsoft. This blog is not making Microsoft money directly, but by interesting potential buyers in Microsoft products, it is indirectly making Microsoft money.
http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/archive/2010/11/30/vostro-v130-the-ultimate-small-business-accessory-makes-mobility-business-as-usual.aspx
ReplyDeleteThis blog from Dell sounds surpirsingly human. They are clearly trying to sell you a product, but there is also a sense of pride in the most. They get specific, and they say how they have improved their products to fit a user's needs. It's extremely easy-to-read, and is much more than a simple advert touting why you should buy the product. This particular post outlines the advantages of this particular product, in detail, and recommends an audience. It feels like they know they've gotten you this far, to their blog, that is, and so they aren't trying to oversell their product, but they are trying to sound down-to-earth and prepared to meet their customers' needs.
This blog works as a sort of in-depth advertisement that lists the specifications of a laptop for someone interested in the exacts. They don't just say "it's pretty, and trust us, it's good," they elaborate heavily. There isn't any advertising on the site itself, which makes it smooth and easy-to-read, which is a huge plus. They know that they're real revenue lies in you buying their product, and they devote their energy to convince you of their superiority without shoving it down your throat.
Hard Candy's Corporate Blog:
ReplyDeletehttp://www.hardcandy.com/updates.php?id=3
1. The voice of Hard Candy's blog comes from Emily Kate Warren, a professional makeup artist. She combines elements from the personal and professional realms of her life to promote Hard Candy cosmetics. The tone of the blog is both glamorous and personal as Warren talks about her jet setting makeup artist life style.
2. Hard Candy's blog generates money by creating a buzz for specific products mentioned in the blog. Also it gives a drugstore cosmetic brand the same glamorous, high end images as a prestige brand, such as MAC or Nars.