TamTamy Blog

When we spoke about corporate blogs, we saw how valuable they can be for companies, conveying a message of novelty and revival but, above all, of openness towards the audience, which is at the basis of the enterprise 2.0 attitude.

As we have underlined, it is not only a matter of appearance. The corporate blog helps facilitate a biunique information flow, enriching both consumers and companies.

In this exchange, not only the single employees or those in charge of external relationships are the ones who play an active part. Going up at all levels, sometimes it is the CEO himself who creates a blog representing his own company.

Some of the first and most popular cases of blogs created and supervised directly by CEOs are those of Sun Microsystems and General Motors, both American. In Italy, even if it came a bit later – due also to the fact that the web developed earlier in the US – it is important to talk about Ducati.

The Ducati case

Federico Minoli, former CEO of Ducati for over 10 years, when he was still in charge in the motorcycle company, managed to perfectly understand the spirit and the importance of blogs, and he created Desmoblog.

Through this tool, first of all he managed to overcome all the filters that were at the time present between a role like his and the consumers. He didn’t need to rely only on what the marketing department or the other sectors of his structure reported to him.
Minoli got into direct contact with his customers and directly exchanged opinions and comments with them concretely, involving them so much that they collaborated in very important choices in which up to that point no consumers – or at least never through such channels – had ever been involved.

Two striking examples of how the blog readers had become a decisive part were the moment when they were asked their opinion about the selection of the pilot for the moto GP championship of the following season, or when through their comments and opinions – gathered and filtered by the technical team – they had the opportunity to participate in the choice of some components for a new model of GP motorcycle.

It is now difficult to define which of the two parts – the company and the consumers – gets the higher benefit from such a collaboration, because in fact both are satisfied: the objective has been achieved.

Tags: blog, CEO

This entry was posted on Tuesday, March 10th, 2009 at 12:17 pm by TamTamy and is filed under Marketing2.0, TamTamy, enterprise 2.0. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.