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Publish a blog as a way to engage potential customers in the activities of your company and give them something to talk about (not as a way of publishing press releases).
It was time for Quicken Loans to have a blog. We just didn't know what to blog about. Mortgages? Finance? Credit? Real Estate? Ummm. Boring. We really needed to come up with a theme for our blog that could show the things Quicken Loans does best. Focusing on our core business just didn't seem to have the appeal we were...
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In March 2007, The Dow Chemical Company introduced a new tool designed to encourage, facilitate and amplify dialog among its 43,000 employees worldwide -- an internal blog authored by chairman and CEO Andrew Liveris. While a key goal of the Access Andrew blog was to communicate Andrew's vision to the organization and make him more accessible to employees at all...
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The Department of Health and Human Services aims to encourage Americans to prepare now for pandemic flu. They are calling on leaders -- employers, civic and faith leaders, and health care providers -- to educate their communities, patients, employees and congregants about the importance of preparedness. Ogilvy PR coordinated a day long Leadership Forum in Washington D.C. to gather prominent...
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Bob Lee, a 65-year-old cancer survivor, is riding his bicycle 6,500 miles across America in A Ride for Three Reasons. 100% of all donations will go to three charities: American Cancer Society, Les Turner ALS Foundation and National Hospice Foundation. Quicken Loans is the main sponsor of A Ride for Three Reasons and we have created a new website and...
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OBJECTIVE: Introduce new mothers, expectant women and influencers to the new brand and web site, LightIris.com. CHALLENGE: Launch a new brand web site for mothers created by a man in a competitive marketplace for less than $10k. STRATEGY: In an earnest effort, do something that is remarkable, share the experience through a blog, and get others talking about it. APPROACH:...
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Situation: New York Times Op-Ed columnist Thomas L. Friedman attacked GM over a sales promotion in two states calling the company "dangerous," "a crack dealer," and connected Hummer sales directly to soldiers dying in Iraq and Afghanistan. Strategy: GM executives resolved immediately to respond as strongly as possible to the Friedman column, with the objective of reaching at least as...
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Over the past several years, Yahoo! embraced social media -- blogging in particular -- and encouraged open and honest representation in the blogosphere. Yahoo! executives value blogs as means to communicate directly with target audiences to build relationships, dialogue and trust. Yahoo! watched the proliferation of its product blogs and determined a need to provide a blogopsheric home for corporate...
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How do you reach younger fans and virally promote a brand? Sports Media Challenge engaged the online community by launching the official NCAA Football blog, Every Game Counts (EGC). EGC attracts fans with exclusive posts from celebrity guest bloggers, many who have never before engaged the online community. Coaches such as University of Texas head coach Mack Brown and University...
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Program Summary: Ask employees to help define the behaviors that exemplify each of the values (quality, innovation, integrity, accountability, collaboration, passion & leadership) by providing real workplace examples. Two members of the Executive Committee hosted a 24-hour employee blog focused on one of the seven values. Employee comments were collected to build the framework for recommendations to the Executive Committee...
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