Repurposing the Corporate Blog to Reach Green Influentials

These days corporate marketers are launching blogs at a record pace.  According to Jupiter Research, nearly 40% of corporate marketers are planning to launch a corporate blog within the next 12 months.  Yet, consumers do not share the same enthusiasm for these blogs as corporations do: only 3% of consumers have used them to conduct product research.  This dichotomy presents a challenge for corporations as blogs are one of the lowest cost and lowest risk social marketing tactics that marketers have to engage consumers in an increasingly Web 2.0 world. (“Maximizing Blogs”, Jupiter Research, June 11, 2007) 

As such, corporations must rethink the purpose of their blog – shifting from sales support to “brand advocacy”.  By doing so, corporate blogs become a channel to engage brand enthusiasts rather than just consumers.  They also become a conduit to reach online influentials including non-corporate green bloggers and impact key brand metrics through their use and distribution of content across their own networks.  

Today, many corporate blogs have already shifted in this direction.   One example is Intel’s Corporate Social Responsibility (CSR) blog that launched last month focused on how Intel and others are addressing CSR issues.  Authors include Dave Stangis, Intel’s pioneer and long time champion of CSR issues at the company.

intel-blog.gif

Another blog of note is authored by Jonathan Schwartz, CEO and President of Sun Microsystems.  While not dedicated to green issues, Schwartz’s blog includes several entries that are telling in how Sun thinks about green and that outline actions that the company has taken to be socially responsible and capitalize on the emerging opportunity. 

In the blog screen shot included below, Schwartz discusses “The Value of Being Green and the competitive advantage that it provides to Sun in California where utility rebates for buying its efficient servers are worth $700 to $1000 each.

sun-blog.gif

For corporations, blogs provide a low-cost, low-risk way to communicate their messages and distribute content to brand enthusiasts rather than just consumers.  Green entries – in a dedicated or more general topic blog – can provide a more in-depth understanding of a company, its point of view on green and actions that it has taken to mitigate environmental impact. 

Companies should leverage their corporate blogs to engage green brand enthusiasts while distributing content that can be easily repurposed – including sound bites, graphics and tools – for use in other green news stories or blogs in order to maximize green branding impact in market.

Postscript: Two other CSR-focused blogs that I have found include Sun and McDonalds.   

12 thoughts on “Repurposing the Corporate Blog to Reach Green Influentials

  1. I’m writing my Master’s thesis precisely on the role of green branding in the hotel industry (HEC Montreal, Quebec)…just discovered your website and it’s great to be able to read your perspective on the topic of green marketing. Thanks.

  2. Pingback: Blog do livro Blog Corporativo » Blog Archive » Leituras interessantes

  3. Thanks for the post! It will serve as my guide! I’m looking on every possibilities that i can see just to promote the advocacy on having a better, greener planet.

  4. Pingback: Leituras interessantes | Fabio Cipriani - Estratégia em Mídias Sociais

  5. This is very interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your fantastic post.
    Also, I’ve shared your website in my social networks!

  6. Fantastic goods from you, man. I have consider your stuff prior to and you’re simply too excellent. I really like what you’ve received right
    here, certainly like what you’re stating and the way in which through which you assert it. You’re making it entertaining and
    you still take care of to stay it smart. I can’t wait to learn far more from you. That is actually a terrific site.

  7. An intriguing discussion is worth comment. I do think that you should write more on this topic, it might not be a taboo matter but generally folks don’t speak about such subjects. To the next! Best wishes!!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s