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Case Study: How One Provocative Post on a Hewlett-Packard Blog Spread Worldwide

by BL Ochman  |  
February 6, 2007
  |  89 views

Company: Hewlett-Packard
Contact: Eric Kintz, Vice-President of Global Marketing Strategy & Excellence
Location: Palo Alto, CA
Industry: High-tech (B2B & B2C)
Annual revenue: $90,000,000,000
Number of employees: 150000

Quick Read:

The majority of Technorati's Top 100 blogs—many of which have teams of writers—feature new posts as often as a dozen times a day. Can a corporate blog with a single writer build a large international audience without multiple daily postings?

Absolutely, says HP's Eric Kintz, author of HP's Marketing Excellence Blog. "As the blogosphere matures, the measure of success will shift from traffic to reader loyalty," says Kintz. Yet, as he found out, a single provocative post he wrote gained his blog a big jump in readership and higher search engine rankings.

Challenge:


A blogger criticized Kintz for not posting daily, saying "he had failed to understand the fundamentals of a successful business blog." In response, Kintz wrote a post saying he wants the quality of his posts, not their frequency, to define him as a corporate blogger.

"I wanted to start a discussion on the topic," Kintz says, "and the post I wrote was almost introspective. I said I could understand überbloggers like Robert Scoble [who was then at Microsoft and posting constantly] posting ten times a day, but not the other 56 million who Technorati says are blogging."

Kintz wrote in his blog on June 5, 2006:


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B.L. Ochman is a social media marketing strategist for S&P 500 companies, including McGraw Hill, IBM, Cendant, and American Greetings. She publishes What's Next Blog and Ethics Crisis, where readers can confess their worst ethics transgressions and others can rate them on a scale of one to ten. She also blogs for MarketingProfs Daily Fix Blog.

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