Ici et here is a blog for a small organic food and goods shop in Montreal, FAIT ICI. They found 52 local Montrealer foodies to write posts about stories that interplay food and life in Montreal. Their goals were simple: Get great content for owned media, generate earned media attention, and build relationships with local influencers.

Did it work? In short, yes, quite well. Their website was robust with content. That content drove comments, blog posts, tweets, news pieces and a 100% increase to owned media. And their bloggers have continued to engage FAIT ICI in the store and outside.

What did they learn?

Perhaps the most interesting part of the cited post is what they learned from making a group blog.

1. It all starts with goals and metrics.

2. Have an editorial calendar and slot in your authors VERY early in the process.

3. Having a broad rubric instead of forcing authors to write on specific topics was helpful to us.

4. Select your authors carefully.

Read the rest of the lessons learned and successes of the program at Communications Conversations