Insightful articles, opinion and commentary about mobile and web.

By Simon van Wyk

Following on from last week’s post about blogger engagement, here are summaries and/or links to some case studies of successful blogger engagement programs and campaigns. We’ll also post House Party’s case studies over the coming months.

HP: (Case study summarised from the book “Digital Strategies for Powerful Corporate Communications”) The computer behemoth enjoyed a 10% increase in PC sales in one month simply by leveraging the blogging community to promote its HDX Dragon computer system in 2008. HP sent a new computer system to 31 bloggers it had identified as influential to their business, offering to let them give the computers away in competitions among their readers.

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By Simon van Wyk

They’re unpredictable, opinionated, and, particularly in Australia, they’re doing it part-time. So why should companies care about engaging with bloggers?

Jason Preston, a US-based social media strategist, writes that more companies these days are turning from blogs to focus on social networking sites. “If you can generate good word of mouth and drive sales from efforts in sites like Facebook, LinkedIn, or MySpace, why bother to court the hard-to-reach and often hard-to-impress blogerati?

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HotHouse founder Simon van Wyk talks to Scott Rhodie, digital PR and social media expert and head of HotHouse’s new social media agency, House Party. Scott discusses the importance of blogger engagement and issues around measuring the success of social media campaigns.

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