Can "BLOGS" change the course of a company?
Read below an article (from Hindustan Times Delhi)which how a simple blog resulted into recalling of Laptops and almost a snow balling into a crisis.........Growing trend which will impact us marketers, what I call "The power of i". Deep down all of us feel that what can we do to change / influence.... this world / society / people around me. "Who am I" - till now this self expression was thro surrogates like - the car u drive, phone u use, places u dine.....BLOG's has given that self expression a new meaning.......probably the most intimate moment of truth of a consumer........where he/she decides on her action without being influenced by the million dollars spent by, let's say a Dell / McDonald.......Did u know there is something calling BuzzMetrics started by AC Nielson.......Read ON...Also some popular blogs (on brands / company)which u can visit..
DELL LEARNT recently about the growing power of the blogosphere when it recalled 4.1 million laptop batteries after a video that showed one of its computers bursting into flames was posted on the Internet. The brief clip zig-zagged through cyberspace and went from cult viewing to national television.
Dell's spokesman Jess Blackburn insists that the company had been working to address that particular problem long before the bloggers got hold of it. He adds, though, that Dell has begun keeping tabs on the blogosphere.
"We began a concerted effort in the springtime, says Blackburn. We do try to stay alert to what's being posted out there about Dell although we only respond when we think there are completely inaccurate reports and misinformation." Many firms have started to pay attention as a rapidly expanding slice of cyberspace is devoted to vitriolic, often obsessive blogs listing the shortcomings of well-known companies.
There is McChronicles, which offers detailed accounts of visits to branches of Mc Donalds. recently describing a fly infestation and missing lavatory doorknob at the Clinton, New York, outlet of the fast-food chain. Mostly, the contents of such sites are anecdotal. But they can become a significant rallying point for a company's critics.
There are well over 35 million blogs on the net. Keeping abreast of all of them is impossible. But Nielsen BuzzMetrics, a New York firm, has developed an expertise in monitoring blogs, it works for 150 of America's Fortune 1,000 firms.
Â?ItÂ?s a new culture, a new world,Â? says Nielsen BuzzMet ricsÂ? marketing vice-president, Max Kalehoff. Â?For every company thereÂ?s a huge, long tail of blogs with many, many niches.Â? He maintains that although blogs can be a thorn in the side of carefully nurtured brands, they can also be useful in alerting executives to hazards ahead.
Bigger firms are taking time to catch on. Â?Most Fortune 1000 companies are not of cultural mindset where they talk to their customers,Â? Kalehoff adds. Â?TheyÂ?ve built so many walls and silos that theyÂ?ve lost that direct communication.Â? Keeping firms on toes Many firms have waken up to a rapidly expanding slice of cyberspace devoted to vitriolic, often-obsessive blogs listing the shortcomings of well-known companies WWW.THINKSECRET.COM (APPLE) The site broke the news about the iPod ahead of its 2001 launch and gave details of the Mac Mini ahead of time. The latest rumour is a touch-screen iPod MCCHRONICLES.BLOGSPOT.COM (McDONALDS) Aims to Â?discuss brand experience from the customer point of viewÂ?. Postings can be as bland as the food WWW.WALMARTWATCH.COM (WAL-MART) Culls stories on issues such as alleged low wages, healthcare and impact on local firms. Provides tools such as Battle-Mart Â? guide to keeping Wal-Mart out of your town WWW.THEINQUIRER.NET (DELL) More of a technology news site than a blog, it posted the clip of an exploding Dell laptop at a conference in Japan on June 21. It was put up by a reader and spread quickly through the blogosphere WWW.UNTIED.COM (UNITED AIRLINES) Jeremy Cooperstock first wrote to United after a bad trip to Japan but got no response. After a second complaint, he received just a form letter. The site was born. Today he vents his spleen against the airline and invites others to do so.
Dell's spokesman Jess Blackburn insists that the company had been working to address that particular problem long before the bloggers got hold of it. He adds, though, that Dell has begun keeping tabs on the blogosphere.
"We began a concerted effort in the springtime, says Blackburn. We do try to stay alert to what's being posted out there about Dell although we only respond when we think there are completely inaccurate reports and misinformation." Many firms have started to pay attention as a rapidly expanding slice of cyberspace is devoted to vitriolic, often obsessive blogs listing the shortcomings of well-known companies.
There is McChronicles, which offers detailed accounts of visits to branches of Mc Donalds. recently describing a fly infestation and missing lavatory doorknob at the Clinton, New York, outlet of the fast-food chain. Mostly, the contents of such sites are anecdotal. But they can become a significant rallying point for a company's critics.
There are well over 35 million blogs on the net. Keeping abreast of all of them is impossible. But Nielsen BuzzMetrics, a New York firm, has developed an expertise in monitoring blogs, it works for 150 of America's Fortune 1,000 firms.
Â?ItÂ?s a new culture, a new world,Â? says Nielsen BuzzMet ricsÂ? marketing vice-president, Max Kalehoff. Â?For every company thereÂ?s a huge, long tail of blogs with many, many niches.Â? He maintains that although blogs can be a thorn in the side of carefully nurtured brands, they can also be useful in alerting executives to hazards ahead.
Bigger firms are taking time to catch on. Â?Most Fortune 1000 companies are not of cultural mindset where they talk to their customers,Â? Kalehoff adds. Â?TheyÂ?ve built so many walls and silos that theyÂ?ve lost that direct communication.Â? Keeping firms on toes Many firms have waken up to a rapidly expanding slice of cyberspace devoted to vitriolic, often-obsessive blogs listing the shortcomings of well-known companies WWW.THINKSECRET.COM (APPLE) The site broke the news about the iPod ahead of its 2001 launch and gave details of the Mac Mini ahead of time. The latest rumour is a touch-screen iPod MCCHRONICLES.BLOGSPOT.COM (McDONALDS) Aims to Â?discuss brand experience from the customer point of viewÂ?. Postings can be as bland as the food WWW.WALMARTWATCH.COM (WAL-MART) Culls stories on issues such as alleged low wages, healthcare and impact on local firms. Provides tools such as Battle-Mart Â? guide to keeping Wal-Mart out of your town WWW.THEINQUIRER.NET (DELL) More of a technology news site than a blog, it posted the clip of an exploding Dell laptop at a conference in Japan on June 21. It was put up by a reader and spread quickly through the blogosphere WWW.UNTIED.COM (UNITED AIRLINES) Jeremy Cooperstock first wrote to United after a bad trip to Japan but got no response. After a second complaint, he received just a form letter. The site was born. Today he vents his spleen against the airline and invites others to do so.
Some blogs and website :
WWW.THINKSECRET.COM (APPLE)
WWW.THEINQUIRER.NET (DELL)
WWW.UNITED.COM (UNITED AIRLINES)
