Stone Creek Coffee, Tom Pionek

posted: October 28, 2006 8:11 PM

1.1.18 Company: Stone Creek Coffee

Blogger: Tom Pionek
Student Interviewer: Krista Grosser
Blog: http://sccv3.stonecreekcoffee.com/blog.cfm

Tom Pionek works at Stone Creek Coffee, a coffee roaster and retailer of specialty coffees. He has over ten years of Internet database marketing experience.  Tom helps run the Stone Creek Coffee blog.  Stone Creek Coffee has nine retail stores in the Wisconsin area.

Tom told us that the ability to change content on the website more frequently was a big factor in setting up the blog.  Nearly everyone at the roasting plant can blog although employees at the retail stores don’t blog, as those employees are more often than not very transitory, and so Stone Creek Coffee prefers to have those employees blog who will write over time.

Tom thought it was important for the people in his company to blog, "from the heart and not try to put a spin on something."  The employees try very hard not to make the blog seem very corporate by talking about their everyday work experiences.

As a measure of success, Tom tracks if his blog receives good feedback.  Tom said the blog has generated a lot of publicity for the company. Other non-company bloggers had a big impact on the company blog by commenting and linking to the blog.  Those links have helped with higher rankings on Google search terms such as “wholesale coffee”.

Tom said that he is trying to use the blog as a content generator for printed materials and newsletters.  He reuses the posts in such printed material for customers.

According to Tom, the content that generates the most comments are the posts about the coffee and the unique properties of their roasts.  Most of the content is about the product, stores, and community projects.  One of the posts that generated the most comments was when one of their store managers left the company.  Many well wishers to the store manager left comments on the blog.

Tom recommended that a company decide who is going to blog and have a schedule of content.

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