Posts Tagged ‘bloggers’

My Social Media Breakfast: Singapore 2 Challenge

May 9, 2008

The attendee list on the Facebook Event page for Social Media Breakfast: Singapore 2 has been at 40 people for a couple of days now, about 60% were present at the first one. This is good in the sense that we’ll be familiar with each other and really move the conversation forward and talk about the crazy issues that plague all of us who’re trying to figure out the space.

However, there’s also something missing. New blood! I talked before about the fishbowl and being insular
, and if we want the landscape of social media to change, we have to reach out. To people who are just entering the social media domain, to people who are curious but still on the fence, to people who don’t even know about this world yet!

So here’s the challenge: Convince one other person (friend, classmate, colleague, family) that this is worth their while. Let them know it’s newbie friendly, after all, most of us are new to the space anyway!

That’s the mission if you choose to accept it, come back and let everyone know how it went by posting in the comments section!

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.

Did Marketers Ever Have Control?

March 15, 2008

Thinking about my Snapfish posts and the whole debate going on about whether or not we as marketers or communications people should be comfortable with using social media for business because taking that leap requires giving up a large portion of control to your consumers or the general public.

Name-dropping in history

Sticking just to music, bands that existed before or just when the internet came into existence did name-drop brands. From LFO (Abercrombie & Fitch), Barenaked Ladies (Snickers), Run DMC (Adidas) and recently, Melee (JetBlue). (Here’s a good list of brand names appearing in songs)

Though product placement is gaining popularity now, it certainly wasn’t in the early ’90s, though Abercrombie & Fitch enjoyed some market growth and Run DMC was eventually approached to be Adidas’s spokesperson.

Prior to the internet, unless you were one of those bands or maybe Oprah, what you thought about a brand would not grow larger than conversation at the bar.

What’s Changed: The Ants Have Megaphones

Borrowing the phrase from Chris Anderson’s book, The Long Tail (brilliant book), the ants have megaphones. The democratisation of media means that anyone can be a critic, a brand advocate, or a “journalist”. Because of that, your brand isn’t what you say it is. It’s what Google says it is. Given the long tail of bloggers, reviews, youtube videos and the like, a search for your brand could turn up negative reference (Dell Hell anyone?)

I don’t think marketers ever had control. But now they have to sit up and deal with the fact that many “ants” collectively can affect a brand (for better or worse), and we’re not as easy to deal with compared to offering a spokesperson contract to Run DMC. We want honest and open company dealings and we will take companies to task for failing to do so.

In short: our conversations are not restricted to bar talk anymore, and it would be folly for a company to ignore it.

Positive or negative brand experiences with social media? Let’s hear it! (Don’t worry, I don’t think you’re ants!)