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时间:2017-08-05
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1、外文翻译Toblogornottoblog?MaterialSource:BrandStrategy,May2005Author:Lewis·EllenToblogornottoblog?Thewebblogor'blog'isapowerfulword-of-mouthtoolanddirectlinktotheconsumerbutEllenLewiswarnsthatbrandsshouldblogwithgenuineinterestandtransparencytoreaprewards.Twoyearsago,aUSen
2、trepreneurcalledShayneMcQuadeinventedasolar-poweredrucksackthatcouldchargeuplaptopsandgadgets.McQuadewaswalkingaroundNewYorkwearingaprototypeofhisvoltaicbackpackwhenitwasspottedbyJoelJohnson,ablogger.JohnsonpostedanarticleaboutthegadgetonCool-hunting,awidelyreadblog.Th
3、esamepiecewasrunbyJohnson'sevenmorepopulargadgetblogGizmodo,andeachstepuptheblogginghierarchybroughtVoltaictoabroaderaudience.Overnight.McQuadewasfieldingaround700emailswithaflurryofordersforthenewbackpack.Hehadnomarketingmaterialsandhadinvestednomoneyinadvertisingtopr
4、omotehisnewproduct.ThreeyearslaterMcQuadehasstarredinanarticleinFortunemagazineandisinproductionwithtwomoredesigns.Hedescribesbloggingas"theultimateword-of-mouthmarketingchannel.""Blogs,shortforweblogs,areeasilypublished,onlinediariesthatprovidecomment,opinionandunfilt
5、ered,uncensoredinformationonavarietyoftopicsfromgadgetstopoliticstosextofashion.Themostpopularblogsarecharacterizedbytheirauthors'passionforaspecifictopicorissue.Blogsfacilitateconversationsbecausetheyenablepeopletopostcommentandlinktootherblogs.Thiscollectiveconversat
6、ioniscalledtheblogosphere-it'soneofthefastestgrowingareasofnewcontentontheinternet.Themarketingcommunityisslowlygraspingtheimpactandinfluencethatbloggersholdoverbrandsandbusiness.Abloggerwithapassionorinterestinacompanywilloftenknowwhatabrandisdoingtheminuteithappens,a
7、ndpostcomments.Becauseofablogger'sspeed,marketerscanoftenlosecontroloftheconversation.Anewblogiscreatedevery2.2seconds,whichmeansaround38.000newblogsarecreateddaily.accordingtoTechnology.ablogsearchengine.Therearearound10millionUSblogsandaround34millionworldwide.Whilet
8、hereareonlyahandfulofwell-read,hightrafficbloggerstherearemil-lionsofself-publisherswhowriteforasmallcom-munityofread
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