In the past couple of days I've received word of a couple of new plastics-focused blogs, plus I received results from a big resin company's experiment with social media. The new blogs first. Lavergne Group, a company with a well known project to recycle ink cartridges for HP, has unveiled a blog focused on recycling-related issues and the company's capabilities. Lavergne added the blog in a recent redesign of its web site. The company also added a Facebook profile, and it plans to add Twitter and YouTube sites in the near future. AMAMCO Tool, a Duncan, S.C., custom tooling provider, has also made the leap into blogland with CustomCarbideTools.Com, a web log devoted to information about efficient machining of carbon fiber composite parts. It's interesting to see more companies dipping their toes into social media. The biggest plastics-related move into this area in 2010 had to be Dow Chemical Co.'s ambitious effort at K 2010, the "Stronger, Together" project. Midland, Mich.-based Dow built a portal for its efforts at www.dowstrongertogether.com that linked its Twitter, Facebook and YouTube pages. The company updated the sites frequently before and during K 2010 -- I'm sure that was a key to the successful effort -- and it also did quite a bit of promotion of the project. At the show, the company even had a staffer doing daily video reports from Dusseldorf. How did it all work? Simon Dibb, who was involved with the project at marketing-PR firm Porter Novelli, said Dow was "pleasantly surprised" by the post-K metrics, and it is now evaluating the various channels to determine how to continue to use them to serve the online community it has built. Key metrics to date include:
- 6,300 YouTube views of K-specific Dow videos, some featuring Dow managers expressing what Stronger, together means to them, plus the daily news updates (daily news videos accounted for 3,850 of the total video views).
- 1,771 page views on Dow's social media web portal www.dowstrongertogether.com
- 146 Dow at K 2010 Facebook fans, with 75 comments/likes generated in 4 weeks
- 129 Dow at K 2010 Twitter followers (including 20+ trade media)