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Advocacy On Corporate Blogs


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Interactive Digital Public Relations talks about advocating through corporate blogs. Using digital public relations, companies can advocate brand related issues such as the one that we do for a toothpaste brand in Indonesia

Published in: Economy & Finance, Business
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Advocacy On Corporate Blogs

  1. 1. Advocacy on Corporate Blogs
  2. 2. Intro <ul><li>Advocating through blogs </li></ul><ul><li>There are a lot of function of blogs for corporate </li></ul><ul><li>One of them is advocacy </li></ul>
  3. 3. What to advocate <ul><li>The word advocacy is not exclusive to NGO </li></ul><ul><li>For profit organizations can also use advocacy </li></ul><ul><li>Product related issues better known as “social marketing” </li></ul><ul><li>Corporate Social Responsibility </li></ul>
  4. 4. Product Related Issue <ul><li>We help start a corporate blog for a well known toothpaste </li></ul><ul><li>What is the issue related to the product </li></ul><ul><li>Of course: dental health </li></ul>
  5. 5. Research Dental Health <ul><li>Most people don’t know how to properly brush their teeth </li></ul><ul><li>People don’t know how to pick from different variations of toothbrush </li></ul><ul><li>Bathroom hygiene </li></ul><ul><li>Eating habit </li></ul><ul><li>Diseases </li></ul><ul><li>Importance of visiting a dentist </li></ul><ul><li>Importance of brushing after a meal </li></ul>
  6. 6. Here’s how we do it <ul><li>We look for dentist and dental expert </li></ul><ul><li>Ask frequently asked questions and post it on their behalf </li></ul><ul><li>Create video on brushing their teeth </li></ul><ul><li>Tips and tricks </li></ul><ul><li>Update every weeks, look for new developments – issues – questions </li></ul><ul><li>Events </li></ul>
  7. 7. Here’s how we do it <ul><li>Once the blog content is set: </li></ul><ul><li>Generate traffic </li></ul><ul><li>Encourage active participation </li></ul><ul><li>Invite them to leave a comment/questions </li></ul><ul><li>Synergize text messages with the shout box via a microblogging site ‘twitter’ </li></ul>
  8. 8. 4 elements of change management <ul><li>Change of perception (realize what they do wrong) </li></ul><ul><li>Change of attitude (view their habit as unhealthy, understand the correct way) </li></ul><ul><li>Change of behavior (implement them) </li></ul><ul><li>Change of value (share with their family) </li></ul>
  9. 9. How blog can help <ul><li>Leverage and raising awareness (compare with seminars and events) </li></ul><ul><li>Retain awareness (permanent record) </li></ul><ul><li>Influence the traditional (e-fluencers and influencers) </li></ul>
  10. 10. Advantages over static website <ul><li>Interactivity: discussion, ask questions, participate in a poll, give comments </li></ul><ul><li>It’s very easy for them to do that </li></ul><ul><li>Ask questions through email, instant messenger, text messages through their cellphone, address for them to slow-mail </li></ul>
  11. 11. Viral communication <ul><li>Bookmark: digg, stumbleupon </li></ul><ul><li>Subscribe it RSS feed, RSS reader </li></ul><ul><li>Share it using their personal blogs, post a link on facebook </li></ul><ul><li>Email a friend </li></ul>
  12. 12. <ul><li>We don’t expect it to be viral </li></ul><ul><li>But we allow them to happen easily </li></ul>
  13. 13. Thank You! Interactive Digital Public Relations Jalan Tanah Kusir IV no.61 Jakarta 12240 Indonesia T: 021 997 46141 [email_address]