_This article is by Guest Contributor Kate Trgovac, reporting from the “BlogOn”:http://www.blogonevent.com/blogon2005 conference. Here are her notes on the “McDonald’s Corporation – Roadmap to a Corporate Blogging Strategy” session._
This was a solid conversation on initiating a corporate blogging strategy led by Chris Shipley, Executive Producer of Blogon. Steve Wilson is the Senior Director of Global Web Communications for McDonald’s. About 18 months ago he started planning the strategic use of blogs for internal communications at McDonald’s; last week, the President and COO of McDonald’s, Mike Roberts, launched his blog (the first at McDonald’s). Steve shared some of the challenges and steps to getting to Roberts’ blog.
Month: October 2005
_This article is by Guest Contributor Kate Trgovac, reporting from the “BlogOn”:http://www.blogonevent.com/blogon2005 conference._
This was an exceptional panel chaired by Susan Mernit, Partner 5ive and former VP from Netscape. The panel centered on a conversation about online communities and how companies can successfully interact with them. The net-net – engaging with communities in the blogosphere can be a tricky business.
Over the past few years, we marketers have been diligently analyzing consumer data in order to propel both our own businesses and our clients’ businesses. This obsession with measurement has led some to accurately calculate the effectiveness of their marketing spend. However, it has left even more struggling to understand the vast amounts of data they have collected.
The current prevailing thought is that brand advertising will evolve into a left-brain marketing strategy. To support this approach, the mantra adopted by most is to develop “relationship management” programs through the analysis and insights provided by the data – a very left-brained pursuit being driven by a right-brained agency worldview.