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October 25, 2005
Customer evangelist bloggers
Ben recently wrote about the McDonalds fan blog, McChronicles. By looking at his server logs, McC knows that McDonald's and its agency are listening even if they aren't communicating.
This week, a New York Times story profiled evangelist bloggers for Barq's root beer, Gatorade, Netflix, and Disney.
Sadly, it seems Coca-Cola, the maker of Barq's, was blissfully unaware of the Barq blogger.
Really? With all the free tools out there (Technorati, PubSub and BlogPulse), it seems particularly clueless today for any company, especially one with resources like the Coca-Cola Company, to be unaware of any evangelist/vigilante blog or website. Of the most important things a brand manager should be tracking every day, online commentary is easily in the top 10 list. For goodness sake, at least make it the responsibility of your agency/PR firm to provide daily or monthly reports of what customers are saying online. Forward-thinking large companies should also consider hiring an online word of mouth research firm, such as BuzzMetrics, Intelliseek, or MotiveQuest.
These days, it just seems reckless not to know about the online word of mouth of evangelists and vigilantes.
Other blogs that reference Customer evangelist bloggers:
» McDonalds Fan Blogger Knows Company is Listening from Micro Persuasion
Ben McConnell and Jackie Huba over at The Church of the Customer Blog are tracking a McDonalds fan blog, McChronicles. By looking at his server logs, the blogger knows that McDonald's and its agency are listening even if they aren't [Read More]
» McDonalds Fan Blogger Knows Company is Listening from Micro Persuasion
Ben McConnell and Jackie Huba over at The Church of the Customer Blog are tracking a McDonalds fan blog, McChronicles. By looking at his server logs, the blogger knows that McDonald's and its agency are listening even if they aren't [Read More]
» Customer Evangeslists or Corporate Hacks? from POP! PR Jots
The New York Times captured the whole new era of customer evangelism with blogs. [Read More]
» Customer Evangeslists or Corporate Hacks? from POP! PR Jots
The New York Times captured the whole new era of customer evangelism with blogs. [Read More]
» Customer Evangelists or Corporate Hacks? from POP! PR Jots
[Fixed Title Type, Which Changed URL]
The New York Times captured the whole new era of customer evangelism with blogs. [Read More]
» McDonalds Reads Fan Blogs from Information Narcosis
Every blogger should know his readers. That's why blogger McC knows through his server logs that McDonald's reads his McDonald's fan blog, McChronicles, even when they don't comment.
Too many companies today don't even surf online buzz about them, m... [Read More]
That's the official line, but I seriously doubt that NOBODY at Coca-Cola knew about it. I suspect that someone down the line knew about it, but either didn't share because they felt they wouldn't be listened to, or they shared and just weren't listened to by a manager.
I could'nt agree more with your post and most brands are clueless about the level of customer conversations that happen in blogoshpere.
There is a interesting tool to track blog trends in icerocket.com. It tracks customer conversations and also helps you track brands and key competitors on the intensity of such conversations.
This I believe has a direct co-relation between top-of-mind recall, brand preference and marketshare for brands. It's time they better have some clue about this.
