Comments on: The Nikon D80 Blogger Program and My Canon EOS 30D http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html Social Media Strategies and Word of Mouth Marketing Consulting Fri, 01 Jan 2010 19:08:36 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Peter http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html/comment-page-1#comment-375 Peter Wed, 29 Aug 2007 17:58:40 +0000 http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html#comment-375 I thought the Nikon outreach program was deeply flawed, and don't think its enough to say "hey, we all could have done things better". The execution was slipshod and the choice of bloggers misguided. It really, really isn't brain surgery to find the *right* social media influencers to send cameras to. They give social media planning a bad name. Finally - let's be honest - it isn't a groundbreaking idea either!! I should disclose I am not a blog writer, so not one of the many bitter - albeit more qualified - bloggers who didn't get a freebie!) I thought the Nikon outreach program was deeply flawed, and don’t think its enough to say “hey, we all could have done things better”. The execution was slipshod and the choice of bloggers misguided. It really, really isn’t brain surgery to find the *right* social media influencers to send cameras to. They give social media planning a bad name. Finally – let’s be honest – it isn’t a groundbreaking idea either!! I should disclose I am not a blog writer, so not one of the many bitter – albeit more qualified – bloggers who didn’t get a freebie!)

]]> By: Toby http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html/comment-page-1#comment-373 Toby Sat, 25 Aug 2007 16:21:38 +0000 http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html#comment-373 Great post and critical concepts that any company considering a blogger relations program must consider. Tapping into "perceived" influential bloggers (what does that mean anyway???) to help create buzz is such a new idea with little past learnings to understand how to balance customer loyalty with "hope to have online impact" leading to purchase behavior. It's a tight rope walk right now .. from understanding how not to compromise the integrity of bloggers, to which bloggers to invite to how to provide value to a wider community to how not to piss off a loyal customer. I'm not sure what all the answers are but I can't wait to see the next round of challenges. Great post and critical concepts that any company considering a blogger relations program must consider. Tapping into “perceived” influential bloggers (what does that mean anyway???) to help create buzz is such a new idea with little past learnings to understand how to balance customer loyalty with “hope to have online impact” leading to purchase behavior.

It’s a tight rope walk right now .. from understanding how not to compromise the integrity of bloggers, to which bloggers to invite to how to provide value to a wider community to how not to piss off a loyal customer. I’m not sure what all the answers are but I can’t wait to see the next round of challenges.

]]> By: Marianne Richmond http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html/comment-page-1#comment-372 Marianne Richmond Wed, 22 Aug 2007 03:58:25 +0000 http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html#comment-372 Thanks for your comments. Maybe you have answered this already somewhere but why do you think this program was one of the best...actually, I would be curious to know what any of these high ticket "loaner" outreach programs actually contribute to the success of a product launch as measured by sales & profit. In the specific case of the Nikon D80, it just doesn't seem like other than a very few "got an invite in mail" posts and a few "see my photos" posts there doesn't seem to be that much going on...certainly not as much as the more widely discussed Vista/Ferrari " loaner". Also, nothing that I did read coming from the D80 bloggers really provided content compelling enough to make someone say, "gotta have it." And in the absence of the compelling content or" OMG life changing stories" few of the bloggers had enough photo expertise to just simply be credible. Maybe that was just me and I am missing something. I was also trying to demonstrate that there might be a risk in these kinds of programs of bloggers scorned....not that I posted a "hell has no fury" post; just that when people love your brand, maybe publicly indicating that you really don't love them back, and actually love people who have never used your brand more. But for Nikon and others maybe they are completely on top of the risks and maybe the benefits way out weigh them YOUR point about this x factor is one that I always find interesting...companies monitoring blogs (hey, we see you in our site meters) and then not engaging....even if it is just a brief comment or thank you that might take a nano second longer than the visit. Thanks for your PS...but you know, I already coughed up the cash for the Canon. Marianne Thanks for your comments.

Maybe you have answered this already somewhere but why do you think this program was one of the best…actually, I would be curious to know what any of these high ticket “loaner” outreach programs actually contribute to the success of a product launch as measured by sales & profit.

In the specific case of the Nikon D80, it just doesn’t seem like other than a very few “got an invite in mail” posts and a few “see my photos” posts there doesn’t seem to be that much going on…certainly not as much as the more widely discussed Vista/Ferrari ” loaner”.

Also, nothing that I did read coming from the D80 bloggers really provided content compelling enough to make someone say, “gotta have it.”

And in the absence of the compelling content or” OMG life changing stories” few of the bloggers had enough photo expertise to just simply be credible. Maybe that was just me and I am missing something.

I was also trying to demonstrate that there might be a risk in these kinds of programs of bloggers scorned….not that I posted a “hell has no fury” post; just that when people love your brand, maybe publicly indicating that you really don’t love them back, and actually love people who have never used your brand more.

But for Nikon and others maybe they are completely on top of the risks and maybe the benefits way out weigh them

YOUR point about this x factor is one that I always find interesting…companies monitoring blogs (hey, we see you in our site meters) and then not engaging….even if it is just a brief comment or thank you that might take a nano second longer than the visit.

Thanks for your PS…but you know, I already coughed up the cash for the Canon.

Marianne

]]> By: Joseph Jaffe http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html/comment-page-1#comment-371 Joseph Jaffe Tue, 21 Aug 2007 23:44:04 +0000 http://www.resonancepartnership.com/2007/08/the_nikon_d80_blogger_program_and_my_canon_eos_30d.html#comment-371 It's a very interesting and relevant thought. Why is it that a loyal, paying customer would take second place to one with no prior relationship or affiliation. I'm not sure it's fair to hold Nikon responsible for passing you over (not that you're saying that at all) in favor of more undeserving people (me :)) The common thread is that both of us are bloggers....but I'm not sure it's enough to call them out over. I think your argument is VERY valid however with how corporations treat their customers versus prospects for example. Why is it that a new cellphone is cheaper to a customer who purchases a 2-year contract versus a tenured and loyal one that wants to change their phone mid-contract for example. Nikon's influencer outreach program was one of the best I've seen (and not just because I was one of the participants). Could they have done it better as per many of CK's suggestions? Sure. Everyone can improve. Should they only have reached out to Nikon bloggers? Perhaps. Should they have focused on photographers versus general influencers. Perhaps. I couldn't tell you as I wasn't a part of the program's braintrust. The x factor here is whether Nikon is monitoring or reading THIS post and if so, what they do about it...even if it's a thank-you to you and an acknowledgment for your business. PS I hope you get your Nikon :) It’s a very interesting and relevant thought. Why is it that a loyal, paying customer would take second place to one with no prior relationship or affiliation.

I’m not sure it’s fair to hold Nikon responsible for passing you over (not that you’re saying that at all) in favor of more undeserving people (me :) ) The common thread is that both of us are bloggers….but I’m not sure it’s enough to call them out over.

I think your argument is VERY valid however with how corporations treat their customers versus prospects for example. Why is it that a new cellphone is cheaper to a customer who purchases a 2-year contract versus a tenured and loyal one that wants to change their phone mid-contract for example.

Nikon’s influencer outreach program was one of the best I’ve seen (and not just because I was one of the participants). Could they have done it better as per many of CK’s suggestions? Sure. Everyone can improve.

Should they only have reached out to Nikon bloggers? Perhaps. Should they have focused on photographers versus general influencers. Perhaps. I couldn’t tell you as I wasn’t a part of the program’s braintrust.

The x factor here is whether Nikon is monitoring or reading THIS post and if so, what they do about it…even if it’s a thank-you to you and an acknowledgment for your business.

PS I hope you get your Nikon :)

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