Case Study: FOSTERING CONVERSATION THROUGH CUSTOM BLOGS
Strategy
For one of our clients, Seed Media Group developed a custom blog, dubbed “Next Generation Energy,” to run on ScienceBlogs. The blog featured content contributed by a roster of ScienceBlogs bloggers, as well as guest posts by noted environmental experts.
Each week, the blog focused on a different discussion topic – from ethanol to second-generation biofuels to nuclear energy. Seed Media Group handled development of the discussion topics, selection of bloggers, and moderation of the blog.
Creative
Seed Media Group worked with the client to develop co-branded banners promoting Next Generation Energy, which ran across ScienceBlogs. The client received exclusive advertising on the Next Generation Energy blog, and prominent sponsor acknowledgment on the blog, with links to their corporate website. In addition, the launch of Next Generation Energy appeared on the ScienceBlogs homepage, driving additional traffic to the site.
Results
The launch of Next Generation Energy created a wave in the blogosphere, drawing in over one hundred reader comments within just hours of its launch.
In its first week, the Next Generation Energy blog was ranked 13th in popularity out of the 72 blogs on ScienceBlogs. In a measurement of audience involvement, the blog ranked as the 4th most engaging blog on ScienceBlogs. Next Generation Energy spurred a flurry of discussions on the most viable energy alternatives, as indicated by a 17:1 comment-to-post ratio – meaning that for every post, our audience responded seventeen-fold. The blog also received wide coverage across the web, and a top ranking on Google.
