Over the last two weeks I’ve been reading about Sheylara’s Xbox gaming preview and then heard about it on the Tech65 podcast today, and last night I read about the HP Mini-note PC blogger preview from Michael, Vanessa, Bernard and Estee (among many others).
My first thoughts? “Damn I need to buy an Xbox 360 just to play The Force Unleashed”, and “Damn that HP Mini-note PC would be sweet to carry while I travel”.
More serious thoughts: I think it’s great that companies like Microsoft and HP would reach out to our local bloggers in the blogosphere. And on top of that, I think it’s great that they didn’t just throw out a wide net and see who gets caught in it, but they really made an effort to engage in targeted outreach to reach the people who would be excited about their products.
Today I also met up with people from The Digital Movement for an informal discussion with a couple of execs from Google to talk a little about feedback and collaboration.
I think this is definitely signaling change in Singapore. No longer are these big companies thinking: We will just produce the product and people will just buy them. They recognise that there is a conversation taking place whether they like it or not, whether they want to take part in it or not.
And frankly, I feel they ignore this conversation at their peril.
I’m sure there are people who’re going to say “Well, how many of these bloggers who saw the HP Mini-note PC will actually buy it? Or how many people who read a blog entry on it will buy it? What’s my conversion rate?” in other words: How is this going to affect my bottom line?
I think from a very practical point of view, that has to be a consideration. But is it the only consideration? So many management case studies point to hotels who give employees a certain amount of money to make right customer complaints as a way of generating goodwill. Is this truly any different?
If the result of this blogger outreach means that the next time someone is searching for the HP Mini-note PC as part of research about whether or not to buy it, and the top few results on Google are these pages and reviews and feedback from the bloggers who attended the outreach, I think the cost of holding that blogger outreach has paid for itself.
I have a lot of other thoughts on the whole blogger outreach strategy and who it works for and stuff like that, but I’d really like to hear your thoughts on the issue. So… comment away!
Tags: bernard leong, blogger exlusive, blogger outreach, blogger preview, bottom line, estee, geek goddess, Google, hp, hp mini-note pc, ignore the conversation at your peril, join the conversation, michael cheng, microsoft, sheylara, targeted outreach, tech 65, the digital movement, the force unleashed, vanessa tan, xbox preview