I was preparing a presentation for a prospective client this morning and decided to create a few slides based on Steve Rubel’s concept of the conversation gap. As Steve defines it:
The concept is simple, yet it makes an important point. I try to show the communication/brand manager their share of the online conversation. I talk about the gap that exists between the number of conversations that are just about their category and the ones that are about their brand AND the category. This illustrates the gap they can narrow by getting more involved in the dialogue by having a blog.
Using BlogPulse, I created a chart showing total online conversations that mention “soft drinks,” “sodas” or “colas” compared to those that mention the specific brands Coke and Dr Pepper.
The results are what you’d imagine; Coke is the category for many people, while Dr Pepper is a niche player.
In this case, I don’t believe Dr Pepper can change the order of things dramatically by blogging — but it underscores the validity of Steve’s concept.
Technorati tags: Coke, PR, Blogs, Marketing
Tags: Coca-Cola, dallad brand strategy, dallas branding, dallas public relations, Dr Pepper