Archive for the ‘Media’ Category

Are Bloggers Really Influencers? More Thoughts

May 4, 2008

A few more thoughts on the influence issue, part one is here. Once again, I’m exploring this from the consumer’s point of view based on how I surf and am affected (or not) by what the blogs I read say.

Case Study 4: Podfire Soft Launch

The Podfire soft launch got pretty good coverage on ping.sg. I think that night and the day following, easily 3-4 of the top then most read posts were on blog coverage of the Podfire launch. One thing about influence and popularity is network effects.

One person talking about it positively on ping.sg is very different from five people talking positively about it. Again pulling in the “people like me vs bloggers” debate into the picture, I’m thinking someone who knows some or all of the five people talking about it (or any other topic) will probably feel a compelling reason to at least check it out.

Will it lead to the complete viewing of a video? Will they be repeat viewers? I don’t know, but by that stage, the product has to speak for itself. But leading them to click is the first step.

It’s Not About Reach Or Circulation

I read a comment somewhere ridiculing the buzz of the Podfire launch saying some people didn’t hear about it. Completely missing the point. I’m always asked in school whether I saw an article in the newspapers, or a good/bad advertisement on tv last night, and the answer is usually no. So…. people didn’t hear about it via print or tv either and therefore it’s useless?

The important thing for Podfire (and how blogs should be approached), is to try to reach the immediate community (small as they may be) and work from there. It’s targeted as opposed to the shotgun approach.

Get Help!

Su Yuen has a Facebook application called Get Help. It allows users to post out a question and get replies back from friends, acquaintances or maybe strangers. Again, the idea of influence seems relative. Anyone can help on the app, to varying degrees of influence. Would you discount a brilliant idea via Get Help just because a person who replied is a stranger?

Even “Weak” Links/Influencers Play A part

Case Study 1: Camera Buying
When I was deciding which dslr to get, Ingrid recommended a friend to of hers to help me out. I didn’t have any idea who that friend was prior to this, but I did continually go back and ask her what she thought of product A over product B, and bought the final camera based on that advice. Could I have made my decision by reading a professional photographer’s review? Sure. But the fact that I could interact with this person and listen to firsthand experiences made a difference to me. It just happens in this case she isn’t a blogger. But… what if she was?

Case Study 2: Iron Man
Twitter has been alight with raving, positive Iron Man reviews. I’m reading about people from all over the world (majority of whom I’ve never even met) saying how good it is. The Straits Times gave it three stars. After watching the show, I’m glad I didn’t listen to an “expert” reviewer, because anyone who’s watched the show will know it’s not deserving of three stars. Would you like to listen to an “expert” reviewer and forgo the show? (Assuming three stars is your threshold for “not watching”)

Ultimately this issue is still a tough one to tackle. My point here is not to say bloggers are the influencers, but that pointing to the various research without considering the intricacies of it is probably a bad idea. We know about the Long Tail (The ants have megaphones) and about the Wisdom of Crowds and crowdsourcing, and blogging fits squarely into the realm of these phenomena.

Report: The Open Room Launches!

April 28, 2008

The Open Room was held today at Ogilvy with the tagline “where brands and bloggers connect”. I was one of the privileged bloggers to be invited, and I have to say I had a blast.

John Bell (who I had the honour of talking to for awhile) kicked it off with 12 points on the Code of Ethics for blogger outreach. Needless to say with my recent issues with journalist-blogger relations, this struck a chord with me and I have to say I think Ogilvy has got it spot on.

The Open Room was a great event for me as a blogger. I got to meet people I met previously from Social Media Breakfast: Singapore like Sheylara, Supriya, Jean, Ridz, Rinaz, Nicholas, Michael Netzley and Aaron, as well as some bloggers I know of online but never really met in person like the Tech 65 crew, Ian on the red dot, Sabrina, Plaktoz and Nadia, as well as a ton of people from Ogilvy. (I’m sure I’ve missed people out, let me know so I can add your link!)

The one thing that I felt was replicated from the IDC Conference was that the companies involved seemed a little unsure about what to do when meeting bloggers. We were identified clearly by our magenta tags (they had green), but yet the two groups never really mingled. I don’t think this is the “fault” of anyone in particular, just that this new social media space and community marketing concept are something corporations are just figuring out right now. I definitely hope this changes soon. I don’t want to be pitched by companies at events like these, but it would be nice to talk to them and find out more about them.

Y’know, start a conversation, have a relationship. Like real people.

For example, I was checking out the new Canon models (because my sister took my camera), but there wasn’t really anyone there I could talk to about it. In fact, most of the “green tags” were gone by 6:30pm. (Probably considered as overtime for them).

I think the issue here is simple: Bloggers have taken a step forward. Companies like Ogilvy have taken a very important step forward by organising something like The Open Room. Now the companies, the very people who the bloggers and agencies are trying to help and engage, need to take that step forward and be a part of the conversation, part of the community too.

After all, at the end of the day, for the bloggers it’s a blogger social event, but the companies should at least go back with something to show for it, be it a new blogger relation or a referral. Because otherwise, the time was wasted wasn’t it?

Edit: Forgot to insert the picture, but we got some swag from the event! Nice touch I must say. Anyone needs the PSP case? I don’t have one so feel free to ask for it. Don’t even think about the Nokia N-gage thumbdrive though!

Big thanks to Brian and Tania for inviting me, looking to future events!

My First Audio Interview

April 1, 2008

I’ve been sitting on this for awhile, but this is my first audio interview with four fellow bloggers: Amelia, Jacqueline, Nabilah and Calin. They came down one sunday to be special guests on my radio show on SMU Campus Radio (very creatively called The Talk Show), and talked about social media in general and blogging in particular.

I think it’s a very open, sincere and insightful interview with four people who have just started figuring out the whole social media space together with me. It’s not as organised as I’d like it to be as I had to cut out the music due to copyright issues, but I definitely think it’s worth your time nonetheless. Do give it a listen!

I couldn’t find a way to embed it on WordPress, so listen to it here. Doesn’t take long to load!

Where Did SMU = NTU Ad Go??

March 19, 2008

Wanida picked up the NTU advertisement post and posted it on Sg_ljers, which got quite a conversation.

Keen eyes noticed that if you try to search for it right now, the NTU ad is no longer there. Here’s the screenshot taken at 11:13pm (click for bigger picture).

No NTU Ad?

So I’m calling out NTU to respond either here or at Sg_ljers or anywhere on the internet: What happened to your ad? Did you read about this and remove it? Did it run out of budget? (Nods to Amelia).

Whatever the reason, why was it done in the first place? Clearly the corporate communications department is new media savvy enough to use AdWords, now use that same ability to respond to the conversation! I think the blogosphere should know what’s going on.

TV: Still Most Powerful?

February 7, 2008

I’m at a relative’s place for Chinese New Year, and the TV is on, and I see this station id going something along the lines of “Still the most powerful, TV”, and later on during another commercial, they’re advertising how cheap it is to get a TVC on the network.

Given that internet spending is going to surpass radio, and some projections have it outspending print by 2010, how long can TV be safe? And how delusional are these people to put that on their network?

I think the fact that they have to use their own ad time to put ads for themselves says a lot. I’m going to label this as desperation, how about you?