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Yahoo!'s Yodel Anecdotal: Read. Comment. Repeat.
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 topics such as business management, company culture, corporate social responsibility, user stories, and trends that affect the company. As such, Yodel Anecdotal was born in August 2006.
Yodel Anecdotal was quickly embraced by employees. In fact, the name is a result of a companywide naming contest that received more than 2,400 suggestions. More than 30 different employees have already authored blog posts, from co-founder David Filo to product managers, representing product news, acquisitions, user spotlights, events (Open Hack Day), brand initiatives (new ad campaign), community relations programs (Breast Cancer Awareness Month and Hurricane Katrina relief), etc.
Yodel Anecdotal was equally embraced by the blogosphere. The blog's Technorati ranking escalated from 10,000-plus to ~5,000 in just three months. Readers visit and comment from all over the world -- from Brazil to India to Romania. The blog received particular praise for its tone, which mirrors the company's brand personality. The inaugural post was entitled "Yet another self-serving corporate blog" and contributors are encouraged to be irreverent, witty, and authentic.
Yodel Anecdotal also strives to consistently include video and images with posts. Popular videos have included a video tour of Yahoo! headquarters (viewed 40,000 times) and a behind-the-scenes at the popular The9 video blog (viewed 26,000) -- metrics that surpassed expectations. An ever-present Flickr badge provides a virtual photo album.
Yodel Anecdotal has successfully put a human name and face on a large global company and provided a sneak-peek into the Yahoo! brand and culture.
Credit Information
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Client: Yahoo!
Agency: N/A
Budget: Undisclosed
Date of Campaign: August 2006 |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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