Blogs, Media and Competitive Response
Tac Anderson – Web 2.0 Strategic Lead LaserJet
A case study
© 2007 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
Sept 24th Xerox announced a change in pricing
Sept 25th HP Responds with a Blog Post
The analysts catch on
The analysts add their spin
Which changes the story
Which changed the search results
•
Since then Vince’s blog post appear on the front page of Google Searches for
−Solid Ink vs Laser −Xerox Solid Ink Printers −Xerox Solid Ink −Solid Ink −Xerox Solid Ink pricing
• These results obviously fluctuate
#1 #2 #3 #5 #4
What we planned for
• We • We • We
know the analysts read Vince’s blog
knew this would provide a good way to reach them, without pitching them
knew we could do this much quicker • We know Vince’s blog ranks well in Google
The usual debate
• Do • Do • Did
you address a competitor head on? you just add fuel to the fire? you better off telling your side of the story? Vince’s post really help the other page?
• Are
Final Tips
• Build • Act
consistent content who your audience is response teams ready in advance the process in place who your friends are
• Know • Have • Have • Know
quick: timing is everything
Tac Anderson www.newcommbiz.com
© 2007 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice