How Can salesforce.com Engage Bloggers Better?
Sep 14, 2006After Scoble and Charlie Wood blogged about how well SAP treated bloggers at their conference, I've been wondering - how can we treat our bloggers better?
And for those of you who wonder why we would want to engage bloggers, it's because they write about us, and often in a way that appeals to the greatest PR machine on earth: Google. We would love for more of you to write about us (good or bad), and I'd welcome any ideas on how we can help you along.
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Private jets (first class commercial in a pinch), seaside massages, and goody bags with Blackberrys and PS3's would be a fine start.
But assuming you can't get your manager to approve that, I'd suggest following SAP's lead and inviting a contingent of bloggers to your events, paying for their travel, and giving them 1-on-1 access to everyone from product managers to senior execs. Also, expand your scope beyond the core group of SFdC-focused bloggers to include some from investment banking, venture capital, purchasing, and other enterprise application areas. Give them all access to a Press Room so they can analyze news as a group instead of as a bunch of individuals. Then let them write whatever they're going to write, positive or not.
Jeff Nolan did a tremendous job of pioneering SAP's "Bloggers' Corner" effort, which is now being managed very well by Mike Prosceno and Mark Crofton. Give Jeff a call and ask him what worked and what didn't.
-c
Posted by: Charlie Wood | December 08, 2006 at 06:37 AM