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