{"id":170,"date":"2004-12-18T10:06:04","date_gmt":"2004-12-18T15:06:04","guid":{"rendered":"http:\/\/www.tuvel.com\/blog\/2004\/12\/18\/business-blog-case-study-stonyfield-farm\/"},"modified":"2011-06-15T17:29:25","modified_gmt":"2011-06-15T21:29:25","slug":"business-blog-case-study-stonyfield-farm","status":"publish","type":"post","link":"https:\/\/www.tuvel.com\/blog\/business-blog-case-study-stonyfield-farm\/","title":{"rendered":"Business Blog Case Study: Stonyfield Farm"},"content":{"rendered":"

Several bolggers have already pointed to Rick Bruner’s<\/a> case study on Stonyfield Farm’s<\/a> blogs<\/a>. It’s a good b2b read though.<\/p>\n

I think that<\/del> The 1st time I saw Rick, he introduced the conference to Nick Usborne’s<\/a> Forkinthehead.com<\/a>. But, I digress…<\/p>\n

Business Blog Case Study: Stonyfield Farm<\/a><\/em><\/p>\n

2) What was the thinking behind launching the blogs in the first  place?<\/strong><\/p>\n

Our company has experienced phenomenal growth, and we have a certain "personality" in the world–we care about the environment; about healthy food; about supporting family farms.  With growth, we fear losing touch with what is a very loyal and committed customer base, and so our CEO, Gary Hirshberg, saw the blogs as a way to continue to personalize our relationship with our customers.  He wants to "be real" and saw the blogs as a way to do that–inspired in part by the success of blogs within the Howard Dean presidential bid of early 2004.<\/em><\/p>\n

3) What is the business rationale? What are you trying to accomplish from a marketing perspective (or otherwise)?<\/em><\/strong><\/p>\n

See the above.  Again, we want to maintain a close relationship with our customers. As organics grows to be mainstream, we want to show how our brand is in fact different, and invite our readers\/customers in to help us do that and participate with us in our struggles and triumphs, to the extent possible.  Our blogs "continue the conversation" we’ve had with our readers\/customers since the beginning in 1987, when we had 7 cows and a great yogurt recipe. Today we produce 18 million cups of yogurt a month!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Several bolggers have already pointed to Rick Bruner’s case study on Stonyfield Farm’s blogs. It’s a good b2b read though. I think that The 1st time I saw Rick, he introduced the conference to Nick Usborne’s Forkinthehead.com. But, I digress… Business Blog Case Study: Stonyfield Farm 2) What was the thinking behind launching the blogs […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":{"0":"post-170","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-blogging","7":"entry"},"_links":{"self":[{"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/posts\/170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/comments?post=170"}],"version-history":[{"count":1,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/posts\/170\/revisions"}],"predecessor-version":[{"id":961,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/posts\/170\/revisions\/961"}],"wp:attachment":[{"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/media?parent=170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/categories?post=170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tuvel.com\/blog\/wp-json\/wp\/v2\/tags?post=170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}