Company Blog Checkup: Kleenex
Wednesday, July 11, 2007
Thanks to Mark Goren for giving me the heads-up about this week's entry in the Company Blog Checkup Series; Kleenex's Let It Out blog. The blog is a bit confusing, because instead of being centered around Kleenex, it's centered around Kleenex's current 'Let It Out' campaign. So that means that the blog's life is likely tied to the length of the current campaign.
As always, let's start with the blog's content. The first problem is obvious; there's no pictures. None of the posts have pictures, and there also isn't a picture of the blog's writer. The subject matter of the posts is designed to start a conversation about sharing stories between the writer and readers. The writer attempts to talk about a subject or tell a story, then she encourages the readers to give their feedback, and 'Let It Out'.
Here's an example in this post about the power of forgiveness: " If Maria or anyone from Kleenex wants to discuss this Company Blog Checkup with me, feel free to leave a comment here, or email me, or both.
If you're a company that would like to hire me to do an extensive checkup of your blog, you can click here for more information on my blogging and social media consulting services.
And if anyone can think of a company blog that they want me to do a checkup on, feel free to email me, or leave a comment here as Mark did!
Tags:The Viral Garden, Marketing, Company Blog Checkup
posted by Mack Collier @ 4:25 PM,
- At 7:42 PM, Freddie Sirmans said...
Just browsing the internet, very interesting blog.
- At 8:22 PM, Aruni Gunasegaram said...
I just happened upon your site and boy what timing. I'm a new blogger and would really appreciate feedback on my blog. I blog for business and I have been writing about the business and then other random stuff. My goal for the blog is to drive more traffic to our company site and hopefully increase sales. I'd love to get your opinion on the content: www.babblesoft.com/blog
- At 8:38 PM, Mack Collier said...
"My goal for the blog is to drive more traffic to our company site and hopefully increase sales."
Aruni that is the goal of almost every company/business that starts blogging. And in almost case, it's exactly what you do NOT want to concentrate on.
Think of it this way; why are readers coming to your blog? Hint: It's not to help you increase sales.
What your goal should be for your blog is to create a vibrant community at your blog. You do this by tailoring the content and experience to appeal to your readers.
When you have that community, then the BYPRODUCT of that community, is increased sales.
If you go in with the mindset of 'how can we increase sales?', it's going to be an uphill battle. Because you are trying to satisfy YOUR needs first. Your readers (who are the people that you want to go to your site and buy your stuff) are wanting to satisfy THEIR wants and needs, not yours.
Everything associated with your blog should be aiming at creating content and an experience that your readers can find value in. If you can do this, the rest will take care of itself.
- At 8:42 PM, Mack Collier said...
BTW Aruni, if you can email me and I'll give you the links to some articles that should help you with growing BabbleSoft's blog.
- At 8:23 AM, Mark Goren said...
Mack: I've had some of the same issues with this blog since it launched. My biggest issue is the first paragraph that appears front and center. This information should be reserved for a "About the Let It Out Blog" page, not where the posts should go. The posts are then below this paragraph.
Blog readers are conditioned to look for information a certain way on a blog – and this adds another "what the?" to the experience. One that's entirely avoidable.
Thanks for following up!
- At 8:31 AM, Pete said...
Just a thought - as you fill out this series, it would be cool to consider adding a new category at right, like your Top 25 list.
- At 8:55 AM, Mack Collier said...
Pete I did create a separate tab for the 'Company Blog Checkup' at the top center of the blog's header. If you click on that, you'll see a listing of all the entries in the series thus far.
- At 9:09 AM, C. B. Whittemore said...
Mack, I'm really enjoying this series [and the comments].
- At 9:14 AM, Aruni said...
Thanks Mack. I will email you. My issue is I'm still not sure "why my readers are coming to my blog"
- At 9:15 AM, Mack Collier said...
CB, so am I! I knew you guys would step up to the plate and leave great feedback in the comments that makes the series so much better.
- At 9:54 AM, Mack Collier said...
Aruni, do you have a stats program such as Google Analytics or SiteMeter to measure your blog's traffic? If you do, you can use these programs to track your referrals, which will show you how visitors are arriving at your blog. From that, you can tell a great deal about how visitors are arriving at your blog.
For example, I noticed this morning that I was getting an unusually high number of referrals from some of my posts on Daily Fix, one in particular. I emailed Ann to ask her about it, and she said that the DF newsletter had gone out this morning, with a link to one of my posts in it. So that explained the influx of referrals.
Something else is, pay close attention to the posts that get comments on your blog. What was your topic? If you notice that your readers seem to be responding better to your addressing a particular topic, then that's their way of telling you that you're hitting on a topic that they want to discuss!
My advice is to keep a close eye on your referrals, as well as what your readers are commenting on. What advice do the rest of you have for figuring out how readers are arriving at your blog?
- At 1:36 PM, aruni said...
Mack - I use wordpress stats for my blog and google analytics for our company/application sites.
I can see links coming in from places I've posted and any press links.
I feel that I'm still sort of in the discovery phase of what my blog will be.
I have commented on several blogs (and received responses in their blogs) but none of them have commented on mine yet and that may be because they don't have time or maybe they don't find anything they want to comment on.
I guess I'll just have to keep experimenting with posts and see what happens!
Thanks for the links...
- At 11:17 PM, Mack Collier said...
"My biggest issue is the first paragraph that appears front and center. This information should be reserved for a "About the Let It Out Blog" page, not where the posts should go. The posts are then below this paragraph.
Blog readers are conditioned to look for information a certain way on a blog – and this adds another "what the?" to the experience. One that's entirely avoidable."
I'm going to technically agree with you Mark, though I'm not sure I think it's as big a problem as you do. But I will agree that it would be an improvement to move it to a separate 'About this blog' page.