Wednesday, September 23, 2009

Xerox Monitors Social Media with ColorQube Launch

It's what I do, every night instead of watching the tube, I'll cruise through my google alerts and then do some searching with google.

It had been a few months since I did a google on the Print4Pay Hotel (I can remember a few years ago there would only be 3 pages of links and now there too many to count!), anyway I ran across this document from Xerox called " Xerox ColorQube Public and Analyst Relations Debrief Dashboard" dated from June 9th of 2009.

Here's some info from that document:

Prior to the launch Xerox had engaged 30 Xerox employee bloggers were pre-disclosed to help drive buzz about the launch, however they were also there to monitor negative tweets, blog posts and comments. Once a negative comment or blog post was found marketing people at Xerox would post fast responses to the negative information. I for one can attest that the Print4Pay Hotel's "MFP Solutions" blog on the ColorQube had the rapid responses, what I didn't know, but I had a suspicion is that the commenter's were actually Xerox marketing people. Now, I don't have a problem with them touting their stuff, however it seemed to me like they were pretending to be normal "joes" commenting on the subject matter. With Blogger you can click on a profile, I did just that with two of the commenter's and their wasn't any profile on either of them, turns out document I picked up was actually created by one of the commenter's on this blog. Yea never know who's reading your stuff!

Comments were made on a number of blogs such as Technologizer, WSJ Blog, Print4Pay Hotel's MFP Solutions Blog, Gizmodo and BoingBoing.

The most sited sites were:

WSJ Digits Blog, Oh Gizmo!, InHabitat, Tech Chee, BoingBoing, Green Biz and Print4Pay Hotel's "MFP Solutions Blog"

Stories/Post with the Most Comments:

Digg: InHabitat (May 14, 2009)
Gizmodo (May 9, 2009)
BoingBoing (May 7, 2009)
WSJ Digits Blog (May 6, 2009)
ZDNet Green Blog (May 11, 2009) (May 7, 2009)
The Death of the Copier (May 11, 2009)
Print4Pay Hotel’s “MFP Solutions Blog” (May 11, 2009)
InHabitat (May 14, 2009)

Total Coverage:

100 plus blogs and articles

52% Positive Reaction
20% Neutral
19% Balanced
9% Negative (Guess that was me and a few others not believing the hype)

Plus Xerox claims that they tracked over 300 tweets during the launch period.

All in all it seems Xerox went to a lot of effort to monitor what social media is saying, more and more it seems social media is becoming the "go to place". Social Media outlets give you the down and dirty, the good the bad and the ugly and more and more people want to read "what everyone is talking about"

Well, I had alot of fun with the document and if you would like a copy please email me at, btw you'll have to become a member of the Print4Pay Hotel, don't worry it's free and their is some awesome information for all!

-=Good Selling=-


Greg Walters said...

Art - this is a GREAT CATCH!

I am still getting my head around it.

Are we now part of the new media?

Art Post said...

yes, the ever growing social media!

Bruce said...

This comment thread had all of the feeling that this was Xerox's response

Art Post said...

Thanx for the comment on the comment! I looked up your profile, however it was not shared :(, thus the thread you are reffering to does seem like a xerox response. However in my post I was referencing a comment made here an on other sites as well! Again, thanx for reading the blog and the comment was very helpful.