I am trying to write up the success factors for corporate blogging strategy and one of them is fostering and allowing for (can never be forced) customer evangelists.
From Jon Udell's blog:
The oXygen site has all the familiar paraphernalia: a features and benefits list, a customers list, a bunch of articles and documentation. Yawn. OK, I should look into that, someday...Meanwhile Paul, who's "merely" a user of oXygen, shows me and tells me what the tool does, and why he values it. The customers that the oXygen site lists are just names and websites that otherwise mean nothing to me. Paul, on the other hand, is someone I know. And even if I didn't know him personally, I could get a sense of the guy by absorbing the identity he's projected into his blog over time. So his recommendation feels personal.
Reading his commentary on the screen video he made, I hear the voice of experience and the ring of truth...
Very, very cool. It reinforces my hunch that the combination of easy-to-create blogs and easy-to-create narrated screen videos could put users in charge of software marketing, education, and training.
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