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How Big Businesses Are Achieving Blogging Success

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How Big Businesses Use Blogging

Yesterday our very own Rick Calvert moderated a session at the Blogging Success Summit 11 (it’s not too late to sign up!) that covered How Big Businesses Are Achieving Blogging Success. The panel featured Sukhjit Ghag (from Sony), Deanna Govoni (from Cisco), and Scott Monty (from Ford). Here are some take-aways from the presentation …

How Big Businesses Are Achieving Blogging Success Sony:
Sony uses their blog to engage with enthusiasts and customers. They use several multimedia elements including photos, video blogging. Sukhjit says that it’s really important to have a visual side to a blog update – and even on Facebook. She also revealed it’s important to put yourself out there – as long as you have solidified and support your message.

Sony also put together some case studies, and saw some amazing results by showcasing exclusive content for their readers and sneak peeks to new products. A key aspect to their blog strategy is responding to their comments. “It’s not about being the expert in everything, its about knowing what experts use to connect with the community.”

Cisco:
Cisco uses their blog as the social media hub – which reaches out to their Youtube, Twitter, Facebook, LinkedIn, and Flickr accounts. But their goal with those external products is to always push back to the Cisco home and brand. The main blog is also a hub for their 28 separate blogs with teams focused on different products! Their goal is to showcase thought leadership, engage a community and gather valuable feedback from customers, partners and stakeholders.

Cisco believes that “participation is the currency of the new economy” by engaging with the audience, listening to the conversation, and changing business practices if necessary.

Ford:
Ford evolved their blogging platform into The Ford Story. It didn’t really start out as a blog – but was launched in 2008 as a political action site to provide readers with a humanized way of telling their story and provide documentation of the execution of the Ford plan. They saw great results but realized they needed to turn it into a blog for further updates and to interact with their readers to make their content “embeddable, spreadable, and shareable.

The blog is designed around the community of Ford fans – showcase their comments via blog posts and Facebook – and allowing them to share their stories via text, images, and videos.

Want to hear more of these business strategies? sign up and check out the archives!

Nikki Katz is the Managing Editor for the BlogWorld.com. She has been a freelance writer and blogger for over a decade, writing for About.com, iVillage and b5media. Feel free to follow her Twitter @nikki_blogworld and @katzni.


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  • Allison

    Great post Nikki. Thanks for sharing the takeaways from that session for those of us who couldn’t attend! I have to agree with Sony’s blog strategy about responding to comments. What’s the point of having a comment section if companies aren’t going to use it to engage and interact with their readers?? Responding is very important and it lets your customers know that you are listening.

  • Meta2012

    Good Posting, Every one can learn something. Best Regards,CEO of http://www.makemakingmoney.net

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