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CUSTOMERS AND INDUSTRY EXPERTS TO ITS CAMPUS IN 7ASHINGTON
FOR FANTASTIC POWWOWS 4HE COMPANY INVITES DOZENS OF KEY CUS
TOMERS AND PARTNERS TO THE EVENT WHERE THEY ALL SPEND SEVERAL
DAYS BRAINSTORMING AS A GROUP )NDIVIDUAL PRODUCT TEAMS GAIN
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HUNDREDS OF BLOGS EVERY DAY TO SEE EXACTLY HOW CUSTOMERS
ARE RESPONDING TO -ICROSOFT PRODUCTS AND SERVICES -ICROSOFT
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9OU MAY NOT HAVE MILLIONS OR EVEN THOUSANDS OF CUSTOMERS

BUT IN THE WORLD OF BLOGGING EVERYONE HAS AN EQUAL VOICE .O
MATTER HOW BIG OR SMALL YOUR BUSINESS OR HOW MANY PEOPLE ARE
INTERESTED IN YOUR PRODUCTS BLOGGING PROVIDES A UNIQUE OPPOR
TUNITY FOR YOU TO TALK TO YOUR POTENTIAL CUSTOMERSˆAT LEAST THOSE
WHO HAPPEN TO BE ONLINE AND READINGˆAND FOR THEM TO TALK TO
YOU "IG BUSINESSES ARE GREAT AT YELLING BUT SMALL BUSINESSES ARE
GREAT AT TALKING "LOGGING ALLOWS FOR A BALANCE IT ALLOWS FOR BIG
BUSINESSES TO TALK ONE TO ONE WITH CUSTOMERS AND IT ALLOWS SMALL
BUSINESSES TO GAIN VISIBILITY BY USING WHAT THEY KNOW TO CREATE
BIG BUSINESS STYLE OPPORTUNITIES AND GROWTH
"LOGGING CAN HELP YOUR BUSINESS GROW &OR EXAMPLE TWO OF
MY CLIENTS ARE SMALL FASHION BOUTIQUE BUSINESSES WHO THANKS
TO THE INCREASED VISIBILITY AND CUSTOMER FEEDBACK THAT BLOGGING
ENABLED HAVE BEEN ABLE TO OPEN NEW LOCATIONS )NCREASED VIS
IBILITY AND ONLINE SALES AND THEIR ABILITY TO REACH OUT TO THEIR
IDEAL AUDIENCE AND FIGURE OUT THE BEST PLACE TO LAUNCH NEW
STORES ARE RESPONSIBLE FOR THIS GROWTH "LOGGING GAVE THEM
A UNIQUE OPPORTUNITY TO EXPOSE THEIR BUSINESSES TO FASHION
AFICIONADOS FASHION EDITORS AND NEWSPAPER COLUMNISTS FROM
AROUND THE COUNTRYˆLARGELY BECAUSE THESE SMALL STORES LOVE TO
TELL STORIES AND SHARE THE SECRETS OF WHY THEY LOVE FASHION 4HEIR
PASSION WAS CONTAGIOUS AND SOON ARTICLES WERE BEING WRITTEN
ABOUT THEM IN ALL KINDS OF PUBLICATIONS
7HILE YOUR BUSINESS MAY NOT HAVE MILLIONS OF CUSTOMERS RIGHT
NOW YOU NEVER KNOW WHO YOU MIGHT INFLUENCE WHO WILL READ
YOUR BLOG AND WHERE THAT MIGHT LEAD !CT LIKE YOURE SMALL BY
TALKING BUT THINK BIG BY NOT FORGETTING THAT REAL OPPORTUNITIES
FOR GROWTH DO EXIST
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BASIC PREMISE AS IT APPLIES TO BLOGS IS THAT WHILE MEGA BLOGS ARE
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(/7 ",/'3 #!. $%,)6%2

"53).%33 2%35,43

BY *OHN .ARDINI EXECUTIVE VICE PRESIDENT OF $ENALI &LAVORS

$ENALI &LAVORS -OOSE 4RACKS ICE CREAM IS A TOP SELLER AND
POPULAR WITH THOSE WHO HAVE TRIED IT 3TILL MANY PEOPLE HAVE
NEVER HEARD OF THE PRODUCT !S SUCH ONE OF $ENALIS BUSINESS
OBJECTIVES IS TO GENERATE AWARENESS OF -OOSE 4RACKS WHICH
WOULD THEN LEAD TO A TRIAL OF THE PRODUCT /NCE A CUSTOMER TRIES
THE ICE CREAM $ENALIS EXPERIENCE SHOWS THAT THE PRODUCTS
IMPRESSIVE TASTE DRIVES THE CUSTOMER TO BUY MORE
4HE COMPANY DECIDED TO ACCOMPLISH ITS MARKETING OBJECTIVES
BY CREATING A SERIES OF BLOGS AIMED AT DIFFERENT CONSUMER GROUPS
SEE THE ILLUSTRATION  4HE BLOGS WOULD LINK TO THE -OOSE 4RACKS
WEBSITE WWWMOOSETRACKSCOM AND BE DESIGNED TO FUNNEL
VISITORS TO THE SITE 4HIS WAY AWARENESS OF THE PRODUCT WOULD
HAPPEN NATURALLY )N ADDITION THE ADVERTISINGPROMOTION COSTS
WOULD BE LOW COMPARED TO A TRADITIONAL MEDIA EFFORT

CONTINUES
 œ}Ê>ÀŽï˜}

$ENALI DEVELOPED THE FOLLOWING FOUR BLOGS TO ADDRESS VARIOUS

CONSUMER INTERESTS

s -OOSETOPIA WWWMOOSETOPIACOM ! FUN ENTERTAIN

MENT BLOG WRITTEN BY THE -OOSE 4RACKS MOOSE 4HE BLOG
REINFORCES THE FUN NATURE OF THE PRODUCT AND EVERY POST IS
AN AWARENESS GENERATING EFFORT FOR THE BRAND EVEN IF THE
AUTHOR DOESNT TALK DIRECTLY ABOUT THE PRODUCT
s &REE -ONEY &INANCE WWWFREEMONEYFINANCECOM 4HIS
BLOG DEALS WITH PERSONAL FINANCE WITH A TAGLINE OF hFREE AND
SIMPLE ADVICE ON MONEY AND FINANCE DESIGNED TO MAXIMIZE
YOUR NET WORTHv !S $ENALIS TOP RATED BLOG BECAUSE OF
THE POPULARITY OF THE SUBJECT MATTER THIS SITE IS SPONSORED
BY -OOSE 4RACKS ICE CREAM A FACT THAT IS POSITIONED PROMI
NENTLY IN THE TOP RIGHT CORNER 
s 4EAM -OOSE 4RACKS WWWTEAMMOOSETRACKSCOM 4HIS
BLOG DETAILS THE EFFORTS OF $ENALIS CYCLING TEAM TO RAISE
MONEY FOR AN ORPHANAGE IN ,ATVIA )T CONTAINS BIKING TIPS AS
WELL AS DETAILS ON THE FUNDRAISING 4HIS BLOG SERVES SEVERAL
PURPOSES )T GAINS BRAND EXPOSURE FOR -OOSE 4RACKS AND LINKS
BACK TO THE MAIN SITE IT REFLECTS POSITIVELY ON THE COMPANYS
AND THE BRANDS EFFORTS TO HELP A CHARITY AND IT RAISES A
SIGNIFICANT SUM OF MONEY TO HELP THE ORPHANAGE
s $ENALI &LAVORS WWWDENALIFLAVORSCOM $ENALIS MOST
RECENT BLOG GIVES AN INSIDE GLIMPSE AT WHAT GOES ON IN THE
COMPANY 4HIS SITE WILL SERVE TO ATTRACT COMMENTS AND FEED
BACK DIRECTLY FROM CONSUMERS ON A WIDE RANGE OF TOPICS

!S EACH SITE WAS DEVELOPED IT WAS MARKETED USING TACTICS

SUCH AS POSTING COMMENTS ON OTHER BLOGS TRADING LINKS WITH
OTHER SITES ASKING OTHER SITES FOR REFERRALS AND WRITING ARTICLES
 i>À˜Ê7 >Ì¿ÃÊ iˆ˜}Ê->ˆ`Ê>LœÕÌÊ9œÕÀÊ œ“«>˜ÞÊ>˜`Ê*Àœ`ÕVÌà 

ON SITES THAT LINK BACK TO THE BLOG !LL OF THESE DROVE TRAFFIC
TO THE BLOGS WHICH IN TURN DROVE TRAFFIC TO THE -OOSE 4RACKS
WEBSITE
$ENALI MEASURES THE IMPACT OF BLOGGING BY THE EFFECTS ON
THE MAIN SITE 4O DATE THE BLOGS HAVE HELPED $ENALI ACHIEVE THE
FOLLOWING RESULTS

s 3ITE VISITS UP  PERCENT

s (ITS UP  PERCENT
s 4OTAL TIME ON SITE UP  PERCENT

4HERES STILL A LOT OF WORK TO DO INCLUDING POTENTIALLY LAUNCH

ING ADDITIONAL BLOGS BUT THE INITIAL RESULTS ARE POSITIVE WHILE
THE COSTS ARE VERY LOW )N ADDITION TO THE TIME SPENT BY $ENALIS
BLOGGER THE COMPANY HAS SPENT LESS THAN 

53% 4%#(./2!4) 4/ 42!#+ ! ,).+

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7(9 .%'!4)6)49 (!00%.3

BY *EREMY 0EPPER BLOGGER AND PRESIDENT OF 0/0
0UBLIC

2ELATIONS
7ITH THE ABILITY TO POST ANONYMOUS COMMENTS ON BLOGS TO
SET UP BLOGS WITH A NOM DE GUERRE OR TO PRETEND TO BE SOMEONE
YOU ARE NOT THE INHERENT NATURE OF ANONYMITY IN THE BLOGO
SPHERE LENDS ITSELF TO BRAVADO )T IS HUMAN NATURE THAT WHEN
 i>ˆ˜}ÊÜˆÌ Ê i}>̈ۈÌÞ 

ONE IS HIDING BEHIND THE PENˆEITHER VIA E MAIL OR ON A BLOGˆ

THAT THE TRUER SENSE OF ONES SELF WILL EMERGE AND WITH THE EASE
OF POSTING TO A BLOG THE CHANCE TO TEAR DOWN AND BE NEGATIVE
IS BROUGHT TO THE FOREFRONT
(OW DOES A COMPANY DEAL WITH SUCH NEGATIVE ATTACKS
WHETHER LEGITIMATE OR NOT &OR THE LEGITIMATE ATTACK LIKELY
WORDED IN A LESS THAN SINCERE OR KIND WAY THE COMPANY SHOULD
RESPOND 4HATS JUST PART OF BASIC CRISIS COMMUNICATIONS "UT
WHAT OF THE UNWARRANTED ATTACK AND NEGATIVITY ON A BLOG THAT
POTENTIALLY CAN SPREAD THROUGHOUT THE BLOGOSPHERE 3HOULD
A COMPANY RESPOND TO FALSE ALLEGATIONS OR IS A RESPONSE JUST
GOING TO FAN THE FLAMES )N THE NEW NATURE OF BLOGS THE LACK
OF A RESPONSE UNFORTUNATELY CAN APPEAR TO BE ACQUIESCING AND
CONFIRMING THE COMPLAINT !ND THEN THE FALSE ALLEGATION WILL
SPREAD LIKE WILDFIRE #ONTAINMENT AT THE BEGINNING IS THE BEST
ROUTE TO TAKE TO QUASH AND RESPOND TO THE FALSE RUMORS AND
NEGATIVE ATTACKS
!TTACKING SOMEONE OR SOMETHING VIA A BLOG IS EASY "EING
THAT FORCEFUL IN A FACE TO FACE SITUATION IS A DIFFERENT THING
ALTOGETHER AND SINCE IT IS EASIER TO STAND ON A SOAPBOX ON THE
)NTERNETˆWHERE NO ONE KNOWS WHO YOU REALLY AREˆWE WILL
BEGIN TO SEE MORE NEGATIVITY AND ATTACKS ON BLOGS

4(% 6!,5% /& .%'!4)6)49

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