Cnet France was keen enough to interview me as cofounder of BuzzParadise (an international platform to connect brands and influential consumers : bloggers, experts, buzzers...) regarding the challenging trend of influential marketing.
As mentioned in the article (in french), seeding and marketing to opinion leaders such as influential bloggers requires a very subtle approach. It is never easy and nobody can be sure he never will cross the thin line between offering bloggers to experience a product or a service and taking the risk to appear like bribing them. Microsoft is for example under the spotlights now for having been a bit too? generous with influentials... Maybe offering their latest Operating System (Windows Vista) without a brand new laptop would have been enough for them to make their opinion about it...
I personaly think that disclosure and respect of freedom of opinion (i.e. offering the product before the test and not only because a post is good) are key. Without it, audience won't be fooled and influentials will loose their reputation and therefore their influence. Credibility requires transparency, at the cost of accepting negative comments too (but if you are ready to listen, critics have a high value to improve your service or product). If you are not ready... you should maybe consider sticking with traditional mass advertising...
Click below to access the article :
- La crédibilité des blogueurs à l'épreuve du marketing (Cnet)
- La crédibilité des blogueurs à l'épreuve du marketing (Yahoo)
More info here:
- Costly gift from Microsoft becomes invite to blog
Aucun commentaire:
Enregistrer un commentaire