Archive for February, 2008
Posted February 29th, 2008 by Kevin
“Submit the URL of your blog and we’ll let you know whether or not you qualify to blog about our products and receive a free sample!”
Huh? Is this some sort of joke?
“We won’t send just anyone a sample of our product. If you have a significant audience that will help generate awareness of our brand while limiting the loss we would experience by allowing just ANY blogger to participate, then submit your URL and we’ll let you know whether you’re worthy.”
Ok…so these aren’t actual quotes, but they might as well be. Notice that I have not included the company name. This was intentional, but clearly not designed to protect the innocent. It’s missing because I am very curious to hear what everyone’s first reaction is.
Let’s take a look at some previous outreach campaigns and the associated risk:
Nikon D80 – Risk Level: High
As most know, Nikon offered the new D80 to popular bloggers for 3 months at no cost with an option to buy at a discounted rate at the end of the trial period. Nikon took a big risk as these camera’s (worth approximately $800) could have been damaged, stolen or “lost” during the initiative. However, as everyone knows, the campaign was a huge success and most likely worth the risk if you ask anyone at Nikon.
(UNM2PNM) Join the Conversation by Joseph Jaffe – Risk Level: Low
Sending out copies of your book to interested readers is a smart idea and something authors have been doing for decades. Asking them to review it once they are done is very “conversational.” Asking them to then post that review on Amazon.com is covering your bases! As the copy of the book costs $30 retail and Joseph offered it to 130 interested people who may have bought the book anyway, he essentially lost about $4,000 (after postage).
- Side note: I still owe Jaffe a review…which means I have yet to hold up my end of the bargain…which means I need to start reading…which means I’ll do it and I apologize.
These are two great examples of activating a community. Now, how would you do the same thing if your product was food? Does it matter?
Even if your product can’t be returned, it can be shared and should be shared. For examples on how to do this activity right, read Hugh Macleod’s post on Stormhoek. They sent out 100+/- cases, doubled sales in less than 12 months and received significant reviews in the blogosphere.
Now, take a look at this recent campaign by Joffrey’s Coffee & Tea Company called Java Beta Test. It’s getting some pretty good buzz from Mashable and CNET, but when I signed up; I wasn’t thrilled with the response I received:
Hi Kevin,
You have successfully submitted (email address) for inclusion in the Joffrey’s Java beta test invite list.
If your blog is chosen to participate, we will send you an invitation!
Thank you,
Joffrey’s Coffee and Tea Company
What exactly do they mean by “chosen?” What are the criteria for being chosen? If you’re wondering what my first reaction was, refer to paragraphs one and two.
Posted February 15th, 2008 by Scott
With so many restrictions and guidelines in place for the media during the Olympics, I thought it was interesting to see this announcement made today by the International Olympic Committee (IOC) allowing competing athletes the ability to blog. The IOC considers blogging as “a legitimate form of personal expression and not a form of journalism.” This is interesting to see because I feel that blogging is absolutely a form of journalism; especially since we live in a world where companies are now reaching out to their PR agencies more often to “leak” new product information to consumers online.
I think that allowing blogging is a great idea and could potentially generate more of an audience for the Olympics (which equals more brand exposure for sponsors). People have the ability to develop a personal interest in athletes if they choose to follow them via their blog. At least they can get the athlete’s take on events prior to NBC’s report hours after the events occur.
This definitely adds another notch to blogging’s belt 
.
Posted February 12th, 2008 by admin
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General Motors first delved into social media with the GM Fast Lanes Blog, a success by most standards of corporate blogging. GM is posting, podcasting and even Twittering regularly, and people are commenting. But apparently all this is just a warm up. Recently they’ve decided to build upon the open dialogue principles of their first blog by creating GMnext, a new online community focused around technology, innovation and collaboration.
Adding Your Story
Once you register you can participate in the GMnext community in many ways. GM invites people to help them tell a story by contributing content through guest posts on the blog, videos, photos and even the GMnext Wiki. Frank Oresnik, a Chevy truck owner, reached the million mile mark on his 1991 Chevy Silverado and posted his compelling stories on the GMnext blog. The story was recently covered in CNet, NPR, AP and several other news sources.
The community is divided by Stories, Thoughts, Videos, Photos, Events, Chat, Podcasts and Feeds. Content within these sections is labeled by categories aimed at communicating automotive innovation: Design, Technology, Green, Ideas and Reach.
Bob Lutz, Chairman, GM North America recently introduced a rather unique community feature called Our Thoughts/Your Thoughts in which a GM executive offers his thoughts along side a post by a third party source. Larry Burns VP, GM R&D and writer/director Chris Paine went face to face about GM’s approach on global energy issues in the first dual post. There are 120 comments so far.
The video section is designed similar to YouTube with a way of sorting through clips by Most Viewed, Highest Ranked and Newest. You can rate and comment on videos, bookmark them and explore links and other multimedia related to the video. You can tune in for a live talk through the Chat section with Carl Zipfel HUMMER Director of Exterior Design on February 14th at 2:00 p.m. – 3:00 p.m. EST.
GMnext shows a true commitment for taking the corporation-to-consumer conversation to the next level. After seeing success with Fast Lanes, they identified an opportunity to further leverage social media to involve the masses in the creation of the GM story. I learned tons about GM and their proactive position in innovative technologies while writing this post – more than I have from the years of commercials and Transformers product placements. Hopefully their commitment to innovation and their ability to communicate it will turn around this classic American company from its 2007 losses.
Posted February 8th, 2008 by Neha
Fashion Week in 2007 was the year for the celebration of staple institutions in the fashion world. Lacoste was applauded for 75 years of defining timeless and Ralph Lauren took a much deserved bow at the end of the runway for 40 years that have reshaped the industry.
As last year applauded the traditional, Fashion Week 2008 has embraced the new. New media that is. In 2006, bloggers were handed the much vied for press passes among the Anna Wintours of the industry. 2008 sees another first on this front. IQONS.com, a social networking platform that has connected some of fashion’s premier young talent with the industry’s superstars, was enlisted as a media partnership, alongside longtime traditional media partner The New York Times.
I find the most compelling aspect of social media to be the ability for a community to contribute their own thoughts and build upon one another’s ideas. It gives everyone a voice, even those who don’t get those prized seats at the runway. So I find it fitting that with the induction of this new media partnership, IQONS will circulate the first issue of its user-generated magazine among the jewel tone clad fashionistas perched under the white peaks of the Bryant Park tents. Meanwhile I will shiver in Boston, and try to live vicariously through some of my favorite fashion bloggers (Fashion Tribes) who were given the ultimate nod from the industry by getting press passes to arguably, the most glamorous week of the year.
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