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October 23rd, 2009Published by:rebeccalevinson
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A Roadmap to Bloggingfor Real EstateProfessionals
A blogging work book designed to help real estateprofessionals decide on a focus for their real estate blogsand create a strategy for blogging and microblogging.
Fortune Magazine's 2009Top 100 Best Companies to Work For Provides A LessonIn Blogging to Real EstateCompanies- Part I
By Rebecca Levinson, Real Estate Marketing Consultant (Real Skillz-ClearMarketing for Your Real Estate Vision) on October 3rd, 2009
Fortune Magazine's Top 100 Best Companies to Work For Provides A Lesson In Blogging to Real EstateCompanies- Part I"
Real Estate companies who are just stepping into theblogosphere or are considering blogging have great R&Dmaterial from the companies on the 2009 Fortune 100 Best Companies To Work For List . I chose t o analyze this list
as a resource for the real estate industry for three primaryreasons:TOP 3 REASONS THE TOP 100 BEST COMPANIES TOWORK FOR LIST IS AN INVALUABLE RESOURCE FOR REAL ESTATE COMPANIES:1. Spicey with Variety- It consists of global corporations,large companies,and smal l businesses and thus in termsof business structure runs parallel to the make-up of thosecompanies that exist in the real estate industry: momand pop companies, small brokerages, larger brokerages,international franchises. 2. Master Listeners- It is compiled of companies who listenand are responsive to their internal customers (i.e. employeesand vendor partners). Businesses who satisfy their internal customers are often successful in satisfying their external customers (i.e. their marketplace) which leads me to big bad ole reason #3 3. Excellent Communicators- I hypothesized that based on reason #2 it wouldn't be a stretch that thesecompanies were good at communicatingand would havea presence in the blogosphere. It turned out that 48 of these 100 companies are micro-blogging or blogging. Thesecompanies are listening and responding to their market.
TOP 100 BEST COMPANIES TO WORK FOR WHO ARE BLOGGING
The companies who are blogging from the top 100 best placesto work for, their ranking on the top 100 list,the type of blogging methods they have adopted, the location(URL) of their blogs and a of description of their blogs. MULTIPLE BLOGS/TEAM BLOGGING
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Adobe Systems-Network of Adobe blogs
October 23rd, 2009Published by:rebeccalevinson
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Alston + Bird LLP -Alston +Bird LLP Corporate bloghome page-Corporate blog home page that consists of six individual blogs.-Ranked #36
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Cisco Systems-The Platform- Cisco's Corporate Blog,Channels,Collaboration
, Data Center Networks,
DigitAll Consumers
, Dig Media Rev
, Ecolibrium, High Tech Policy,Innovation,Mobility,Security
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, EBay Certified Provider Program Blog
, EBay Partner Network Blog- Ranked #83
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Gilbane-Eight employees and Executivees from Gilbaneare on the Gilbane blogging team for the Healthcare Building Ideas Blog.- Ranked #91
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Google-The Official Google Blog- Google's Corporate Blog.Google Webmaster Central Blog- News on
crawli ng and indexing sites for the google index,Googl e
Analytics Blog
,Google's Public Policy Blog
,Google Geo Developer's Blog
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Intuit -Online DatabaseBlog-Quickbase-Corporate
Blog.The AppGap-Blog Sponsored by Intuit Quickbaseand BeeLineLabs-Ranked #49
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MethodistH ospital System- Mymethod ist blog-
Corporate blog, AskCharles
, Honoring Dr. DeBakey
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NetApp-NetApp Communities- A networked community of 52 blogs. The bloggers include cofounder Dave Hitz, executives, technical directors, solutionsarchit ects, and systems engineers-Ranked #1
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Salesforce.com Blog-Salesforce Community Blogs
Home Page- Homepagefor a network of 5
Salesforce.com Blogs.- Ranked #55
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SAS -Blogs.SAS-Corpor ate blog home page of SAS that
highli ghts 5 featured SA S blogs and 17 RSS Feeds for
SAS bl ogs.-Ranked #20
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Vanderbilt Universi ty-Inside Vandy- Vanderbilt
University's Student N ews Source wit h a network of 7 blogs.-Ranked #98
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Zappos.com-Zappos Corporate Blog Community Page-Home page for the Zapos Network of Blogs. Thenetwork of blogs consists of 15 seperate blogs each withan administrator and a team of bloggers.-Ranked #23CORPORATE BLOGS
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Marriott International -Marriott On The Move- Marri ott CorporateBlog from Bill Marriott, Chairman& CEO of Marriott International.; Marriott In the Kitchen- Marriott's Blog from Brad Nelson, corporatechef and vice president of culinary.- Ranked #78
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Racks pace Hosting-The Official Rackspace Blog-
Corporate Blog- Ranked #43
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Texas Instruments Corporate Blog-TI Video 360 Blog-Texas Instruments Blog- Ranked #65
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Whole Foods Market -Whole Story- Whole FoodsCorporate Blog- Ranked #22
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Qualcomm-Gobi On The Road-Gobi Blog- Ranked #16 SOCIAL RESPONSIBILITY BLOGS
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Arkansas C hildren's Hospital -Gears4Ears Blog-Blog
about Arkansas Children's Hospital Endurance Ride- ACauseSponsored by ACH, not a corporate blog- Ranked #85
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Baptist H ealth South Florida-Bapt i st Health's
Hurri cane Blog- Ba ptist Health Hurricane S eason
Blog- Ranked #79
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Quicken Loans-What's the Diff?-Corporate blog located
off of Quicken Loans Careers webPage about the t hingsthat make the difference in business and in life.- Ranked #29 PARTICIPATION FROM TARGET MA R KETS BLOGS
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Bright Horizons-Mom to Mom- Bright Horizons moms'
blogs authored by Commuter Mom, Modern Mom, News Mom, Green Mom, Crafty Mom, and Cooking Mom.- Ranked #80
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S.C J ohnson and Son- 3 Blogs written by3 Mom
Bloggers- House and Home, Food for Thought , More
with Less
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Starbucks- Starbucks Corporate Blog-Starbucks Ideasin Action Blog which discusses topics from the
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Umpqua Bank- Save Hard Spend Smart - Umpqua Bank Blog about ways to save money as well as three causeblogs:YWCA,Boys and Girls Club,and Kids Unlimited
ACTION ITEM FOR REAL ESTATE COMPANIES
This post is Part I of a four part series on
"Fortune Magazine'sTop 100 Best Companies to Work For Provides A Lesson InBlogging to Real Estate Companies".
Study this list and the categories. Think about the UniqueValue Proposition these brands have and how they haveincorporated their brands into their blogs. Take your favorite blogs, the ones that strike you as hitting the markin brand, content, consistency, and have an unforgettablequality
Does you need a blog marketing strategy? Whether you are just getting started blogging or have been blogging for awhileconsider a blogging tune-up.
Fortune Magazine's 2009Top 100 Best Companies to Work For Provides a LessonIn Blogging to Real EstateCompanies- Part II
By Rebecca Levinson, Real Estate Marketing Consultant (Real Skillz-ClearMarketing for Your Real Estate Vision) on October 5th, 2009
Fortune Magazine's 2009 Top 100 BestCompaniesto Work For Provides a LessonIn Blogging to Real Estate Companies-Part II
InPart I of this blog post seriesI took Fortune Magazine'sTop 100 Best Companies to Work for List and used itas resource to provide a list of companies whose bloggingefforts are a textbook study for the real estate industry. Thelist was broken into four categories: Multiple Blogs/TeamBlogging, Corporate Blogs, Social Responsibility Blogs, andParticipation from Target Market Blogs. I also called for anaction item for real estate companies to take their favorite blogs from the list that hit the bulls eye for brand identity, valuable content, consistency, and that had an unforgettablequality and to subscribe to these blogs.
This list of companies who blog was just the beginning of this series.
Come on board the blogging train as I navigate thesecategories for youand aspromised provide the take aways
from this original list of blogging corporations. The ridemight leave you feeling a bit breathless but also giddy withanticipation as ideas for you blog begin to formulate.
Multiple Blogs/Team Blogging
Real estate companies can use this concept to make sure their blogging is consistent. By assigning an administrator tothe team blog you can make sure it complies with company guidelines, that it is in adherence to COE policies, and thatit stays on topic and focus. The administrator can also serveas a blogging coach who guides real estate bloggers into bestpractices and new blogging tools to help their efforts.Take a look at the snapshot of the Zappos blog below. Thereare over 100 bloggers who write on this blog,"Inside Zappos"and they are led by an administrator. What is interestingto note is that while there are two CEO executives and twoCOO-CFO executives who are bloggers on the Inside Zappos blog they are not the administrators of this blog. The InsideZappos blog is consistently adding new content- created 21months ago it boasts 1033 total posts. Everyday there is a postpublished on the blog and some days there are multiple postspublished.The Inside Zappos blog stay on topic. It's tag line is "Fun anda Little Weird" and it delivers it's focus with posts titled,
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"Livestrong day: Yellow Bake Sale",
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Pat's Non-Smoking Update
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Repeat OffenderEach of these posts were fun and/or a little weird. When I readthese posts I really felt like I was inside Zappos. The posts being published on this blog do not stray from their theme.Zappos also has multiple blogs-12 to be precise - rangingin topic from fashion trendy to running but then they dosomething a little zany...they throw in a separate blog forparents. Then again, theZappos brand extends beyond shoes.Zappos's blog strategy of maintaining multiple blogs helps to bring awareness tothe multiple offerings of theZappos brand
and brand identity.
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