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Emulate these best-practices for launching a well-trafficked corporate blog, and you'll be well on your way to establishing yourself as a trusted authority in your marketplace. more
With an increasing number of its members talking about the American Automobile Association via social media, the company decided it needed to monitor and respond. more
What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight? more
Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
With millions of customers in more than 90 countries, Microsoft has its hands full keeping customers satisfied and loyal. But it has found a way to do so—by using Web-monitoring tools, social-media analytics, and the energy of influencers. Read on for valuable insights. more
How does helping out a friend, or a friend of a friend, become a million-dollar business... with not a penny spent on advertising? When those little favors are in huge demand—and word-of-mouth and social media spread the good news like wildfire. more
When US Airways flight 1549 landed in the Hudson River, Twitter users broke the news, 15 minutes ahead of mainstream media. The same channel and its immediacy also helped Ford Motor Company's head of social media quell a different kind of disaster--of the PR variety. more
OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%. more
When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more- When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
- How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
- A finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
- By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off ... more
- Atlanta management consultant Brent Leary launched a radio show in 2006 to help small and mid-sized businesses understand technology. It proved so popular that he evolved the show into a series of online podcasts, bringing new business and (ultimately) new revenue to his 15-year-old consulting business. more
- Guinness, the top-selling stout in the world, is facing competition as the beer industry consolidates. It also needs to diversify its customer base, as about 95% of its sales volume comes from four markets. Here's how Guinness maintains its distinctive brand reputation. more
- Wi-Gear, an independent manufacturer formed in 2004, was focused on one product—a wireless Bluetooth headset—geared toward the Apple iPod. It had a tiny sales and marketing budget and no outside capital. It needed to grow its distribution from just online sales to other retail outlets, preferably Apple Stores. But plenty ... more
- SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted on the Swiss reputation for quality to drive sales—but sales were flat. Then its newly formed US subsidiary made some ... more
- Earthlink, one of the country's smaller Internet service providers, serves just over 5 million customers. To differentiate itself, it has decided to provide superior customer service. An early adopter of chat technology, it has sought to actively offer efficient online customer service via chat—both shifting customer support away from the ... more
- The nonprofit Oregon Sports Authority (OSA) was striving to bring new sporting events, teams, and tourist dollars to the state. It also wanted to become the official sports resource for state residents. An overhaul of its promotions and more compelling communication of its brand were the ambitious goals that the ... more
- With Web hosting fast becoming a commodity, Web hosting firm Rackspace realized it needed to stand out from the pack. Its founders decided they would stake a claim to "fanatical" commitment to customer service. Rackspace wove the concept into its very business structure, even trademarking the term "Fanatical Support." And ... more
- When Dutch Internet company Rhinofly needed new designers, project managers, and programmers, the company didn't want to use traditional job boards because in the past they hadn't been effective in attracting qualified candidates. To target the best tech-savvy job candidates, Rhinofly created a video capturing the essence of the company ... more
- Though by no means cutting edge in the usual sense... scissors and related tools help drive the $30 billion craft and hobby industry. Fiskars Brands, Inc., a global brand based in the Netherlands with U.S. headquarters in Madison, WI, was losing sales of craft tools—including its famed specialized scissors—to commoditized, ... more
- A competing online marketing company's unorthodox approach to self-promotion got consultant Karl Long thinking about ways he could use his personal blog as a public relations tool to help his company, Local Zing. As a tiny Florida player in the field of advertising for small businesses, Long knew he should consider ... more
- The Points of Light Foundation's annual event had grown moribund, and the house list stagnant, says Chief Creative Director Todd Potochnik. But he and his team were able to boost attendance from the previous year's conference by more than 25% and garner an 85% "satisfactory or above" approval rating from ... more
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