Schwag-For-Post: An Integration of Traditional and Social Media Marketing Strategies
07/03/2007
Toss of a pink boa to the bloggers and marketers who continue to explore how to use social media as a credible marketing strategy. Toss of a pink boa to the people who are not afraid to make mistakes, correct them and try again. Toss of a pink boa to the community of readers, who though you may not write a blog or even comment, are why we fight so hard to make it right.
Sidebar: The opening to this post may seem disjointed. And it is. I wrote it after reading this post and want to start with a thank you. Now on to the post ..
Smile and say cheese and if you are an influencer in your corner of the blogosphere and you just might land a new model Nikon camera. Or perhaps cool expensive shwag like a laptop, a trip to Amsterdam or a visit to the shoot of your favorite Sci-Fi TV show. The Brands (and authors too) having been tapping into bloggers, as a promotion tactic, for quite some time. Without a doubt the benefits are significant ranging from extending reach and awareness, to increasing search engine lift to obtaining the brass ring .. highly sought after peer-to-peer influence.
In corners of the biz/marketing blog world there are heated conversations taking place. Many people believe bloggers should be transparent about receiving gifts. Others feel strongly that even with prominent disclosure a blogger's integrity is compromised or there is little benefit to their community of readers. CK says nay. Joseph Jaffe says yea. This Friday they'll come together to talk about the issues on the podcast Across The Sound.
The lines are blurring between post-for-schwag and pay-for-post. Bloggers who would never take $$ for posts accept expensive products. Perhaps it goes back to the concept of gift cards .. presents are okay but cold hard cash sometimes seems inappropriate as a gift. So we'll accept presents but not payment.
Sci-Fi Channel and Nikon Blogger Relations Programs: Two Different Strategies
Blogger Relations Programs are growing more complex as marketers merge promotion with product feedback and sampling tactics. Quiet on the set. Bloggers Blogging! NBC Universal invited influential sci-fi bloggers to a "digital press tour." In Vancouver bloggers were treated to a behind the scenes visit to their favorite Sci-Fi Channel shows where they live blogged the experience.
You expect to see cameras at these things, but to see all these people with their laptops open, blogging live from the events -- it was a completely different use of media than I've ever seen. Dave Howe, Sci-Fi Channel Ad Age Interview
The Sci-Fi went further than a promotional blogger relations program when they included a research initiative. When you talk to your alpha consumers, you can learn so much. Do they like the plot lines? Do they like the marketing of the shows? Is there a passion level for certain characters? Pete Snyder, New Media Strategies - Ad Age Interview
Nikon took a very different approach. In his blog post, Blogger Relations Program: My Point of View, Michael Kemper, MWWGroup made it clear that his company (that developed the strategy) considered the Nikon's initiative a sampling program. My comment on the post -
"However, it sure does appear an expensive "sampling program"
especially when you take into consideration that there does not appear
to be a mechanism for feedback from the bloggers. You are not giving
away tastes of King Pao chicken. If it quacks like a duck, why not call it a duck? A blogger
relations program "... where the goals were to desire for coverage,
discussion, testimonials and good word-of-mouth recommendations." (Italics quote from post)
If there had been a formal feeback loop, Nikon could have added value
to the entire blogging community's experience through those reviews and
demonstrated how to build a BRP that embraced not only transparency but
helped in the learning for all .. Nikon and perspective customers." There's been quite a bit of controversy about the program. In my humble opinion, this may stem in part from MWWGoup's misunderstand of bloggers.
The structure of the program is almost identical to how new products are introduced to print and broadcast journalists at The New York Times, Wall Street Journal, NBC, CNN and virtually every other reputable news outlet you can think of. Why? Because we firmly believe that bloggers are, in many ways, journalists. The same ethical considerations that shape a marketer's interactions with print and broadcast reporters should also be respected and adhered to when dealing with bloggers. And that objectivity, accountability and transparency are a must. (Bold is from Diva Marketing)
Bloggers are not journalists. While we do want to be respected and feel that we should be treated ethically and fairly by organizations that are courting our favor we owe no allegiance to an editor, a publication or an organization. For most bloggers, their underling mandate is to be true to themselves .. not to an outside source or publication.
Like it or not brand marketers realize that bloggers can bring reach and awareness to a campaign. Like it or not bloggers want cool content not to mention it's some what of an ego deal to be acknowledged by a major brand as an 'influencer.' That said, BR programs are not going away. That said let's help this new form of marketing evolve into a tactic that adds value to the blogger, to the community (for CK is right) and of course to the brand.
~Questions
YourFor Your Consideration~What should industry standards/best practices be to ensure the integrity of conducting BR programs?
What would an excellent BRP look like?
Let's get into some granular backend stuff .. what defines and how do you identify the 'influencers' appropriate within a segment?
Sidebar: I don't have a particular concern about the concept of product placement as part of a blogger relations program (I would not have been the best participant for the Nikon project .. no sour grapes here.) as long as it is build on transparency and honesty. I have accepted free biz books and coffee. I would gladly accept a free cruise .. I so need a holiday! But I would def let you know (smile).
Read More From Diva Marketing
Agencies Miss The "Relations" In Blogger Relations Strategies
From Blogger Relations To Blogger Relations Programs
