Wednesday, May 28, 2008
I am going to spend some more cycles understanding this aversion to leveraging Corporate Blogging or any other social media to drive business.
People often ask me what size businesses use Compendium
as their Corporate Blogging platform. Well...we are growing quickly and like all SaaS applications our software is used as a blogging platform in large enterprise organization as well as the smallest of small business. They all have the same objective....drive engagement....I should say, drive measureable engagement.
Our smallest client is Lizann Brand of tiny Greenfield Liquors. Here is a story told to me by one of our Account Managers yesterday:
"Lizan from Greenfield Liquors called this morning and she shared a great story with me. This past weekend she had a customer from out of town stop by the store. He was from Toledo OH and was in town for the 500. He specifically wanted Absinthe – he found out that Lizan had the product at Greenfield Liquors because of her last blog post. Her blog post: http://greenfieldliquors.compendiumblog.com/blog/owners-corner/0/0/lucid-absinthe-is-at-greenfield-liquors I believe she said that it is $60 a bottle and he wanted 3 of them. Unfortunately she only had one in stock. I think next time she will stock up on a product before she writes a post about it!"
This is a three employee shop. They use their blogs to win searches on various products with a local qualifier (she's in a suburb of Indianapolis...hence the 500)
She reads the Wine Speculator and posts on the products featured there...knowing that locally others are reading the same thing and then searching to find that specific product. They also use the blogs for building up their email list and to solicit drink recipes & other content from their visitors. They put very little time or effort into this. From a pure ROI standpoint, Compendium Blogware is the most productive tool in her marketing arsenal.