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Blogwell Chicago Recap

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In action at Blogwell

I had the opportunity to attend Blogwell in my home town of Chicago on January 22.  Hosted by Blog Council, Blogwell is a forum for industry practitioners of social media to share insights and stories. The audience was diverse and energetic. Actually, the crowd was downright passionate about social media.

Stan Joosten, Holistic Communications Manager at Proctor and Gamble, offered a succinct perspective defining why social media is an important growth strategy at P&G:

Social media allows P&G to reach more people, more intimately, at lower cost.

I enjoyed more stories from Home Depot, Allstate, and Molson with one main thread – “Try something, but make sure you have a specific objective.” Each presenter told a story about starting small with social media, maybe a corporate Twitter account or blog, demonstrating worthwhile interactions with consumers, and then scaling to reach broader audiences.

  • Home Depot (@thehomedepot)  uses Twitter as a communication channel to customers during significant weather events, like hurricanes. How else do you inform a hurricane threatened community that their local Home Depot will be open through the storm? Amazing idea.
  • Allstate employs an on-line community that allows their customers to interact, ask questions, and learn about insurance related life events.
  • Molson (@molsonmoffat) capitalized on the inherent social aspect of beer drinking by engaging with the consumers on-line.  Molson used social channels to engage with their consumers, ultimately inviting them to private events at their breweries.  This model smacks of consumer co-creation and is one I’ll be watching.

The best product placement of the day went to Molson, who kindly threw some Canadian on ice for the finale. It was my first Molson in years – they won me over. Kudos to Sharpie for the Barack Obama signed pens, but I didn’t make that presentation.



Written by Donald Smith

January 28, 2009 at 10:09 pm