2. What are blogs? Network Coproduction Model New tactic and metric to directly target and influence consumer and/or opinion leaders Marketing messages are exchanged among members of consumer network (vs. traditional unidirectional flow) Consumer Marketer/Consumer Marketing message and meanings Consumer Consumer
3. How to make it stick Character Narrative Messages and Meaning Messages and Meaning Communal Norms Communications Forum Messages and Meaning Messages and Meaning Marketing Promotion Elements
4. Create a “Sticky” Blog Dazzle them with details Help people SIMPLIFY Make happiness the new business model Bring people together Have fun (its ok!)
5. Be a Social Catalyst Brand community building; compliment brand image http://blog.wholefoodsmarket.com/
Character narrative – personal story that connects to customers on some personality/character trait (i.e. whole foods love of natural food, southwest quirky and fun)Communications Forum – Platform to inform consumers about new products, launches, information, etc. Communal forum – find a new way to connect with people Marketing Promotions Elements – Link marketing promotions to customers (integrate with traditional marketing)The blogs will encompass one or more of the following themes: evaluation – measuring the performance of the certain product/service, explanation – justifying why the blog is directed at the product/service, embracement – accepting that bloggers can be used commercially to market the product/service and/or endorsement – explicitly helping sell the product/service.
Help people connect
Figure out what customers expect and go beyond that
The dazzle is in the details – pay attention to small touchesGo above and beyond – figure out what customers expect and go beyond thatAppeal to emotion – how customers connect with productInject fun into your productMake something mundane fashionableDesign for flowsLet people personalizeBe experimentalSimplifyMake happiness your business modelBe a social catalyst – help people connect
