My latest post at The Chopping Board on the Times of India Blogs
‘Will write for food’? Bloggers and brand promos
Shubho Sengupta recently wrote
about brand and blogger relationships on the Times of India blogs after the
recent Samsung
blogger imbroglio.
about brand and blogger relationships on the Times of India blogs after the
recent Samsung
blogger imbroglio.
As usual Shubho nailed the issue with his inimitable style.
His experience in dealing with social media as a client helped.
His experience in dealing with social media as a client helped.
I thought I will write in from the ‘other side’.
From the point of view of a blogger.
As a food blogger I often receive mails from folks in PR and
digital agencies, rarely from the brands directly, which go “we would like you
to come for the opening of …”, “we would like you to try out our new menu”, “we
would like to send you apples/ pickles/ garam masalas…” and so on.
digital agencies, rarely from the brands directly, which go “we would like you
to come for the opening of …”, “we would like you to try out our new menu”, “we
would like to send you apples/ pickles/ garam masalas…” and so on.
Mails which make me want to reply “why?”
As Shubho said it is important to understand the psyche of
bloggers first.
bloggers first.
Many of us are hobby bloggers. Our blogging often has
nothing to do with our day jobs. Often we blog as we seek a place to unwind or
seek a creative outlet. Blogging for us is often a very narcissistic exercise as
oneoften blogs more for oneself than for anyone else.
nothing to do with our day jobs. Often we blog as we seek a place to unwind or
seek a creative outlet. Blogging for us is often a very narcissistic exercise as
oneoften blogs more for oneself than for anyone else.
Which also means that, unlike a journalist who might have a brief
to answer to or editorial or marketing commitments, the blogger is quite independent and unstructured when it
comes to content. Bloggers write about what catches their fancy. Most like to
retain their independent voice.
to answer to or editorial or marketing commitments, the blogger is quite independent and unstructured when it
comes to content. Bloggers write about what catches their fancy. Most like to
retain their independent voice.
This is where the disconnect happens between brand promotion
and blogging.
and blogging.
Marketers need to understand this mindset when they approach
bloggers. They need to get bloggers excited about the project. Giving a’ reason
why’ helps. Why would the event or product interest the blogger and the readers
of the blog?
bloggers. They need to get bloggers excited about the project. Giving a’ reason
why’ helps. Why would the event or product interest the blogger and the readers
of the blog?
Remember that bloggers have their daily routines, their
jobs, their families, their schools or colleges to force them to do things that
don’t thrill them. Blogs are where they came to escape from their Clark Kent
existence.
jobs, their families, their schools or colleges to force them to do things that
don’t thrill them. Blogs are where they came to escape from their Clark Kent
existence.
Pamper them. Make them feel special. You probably need them more than otherwise. they don’t blog to promote your brand after all.
Assure the blogger of independence. Make expectations clear.
Is a blog review required? Mentions on facebook, twitter? Does the review have
to be positive (mention that to a blogger if you are really really suicidal)?
What happens if the person doesn’t write? By when does a person have to write
if it is compulsory?
Is a blog review required? Mentions on facebook, twitter? Does the review have
to be positive (mention that to a blogger if you are really really suicidal)?
What happens if the person doesn’t write? By when does a person have to write
if it is compulsory?
Folks appreciate transparency. It is a lot better when one
knows what one is getting into.
knows what one is getting into.
Make things easy for the blogger. If it is an event consider
arranging transport. If it is a product review arrange for it to be delivered.
arranging transport. If it is a product review arrange for it to be delivered.
Seems like a lot of effort?
Well let’s get real here. For a marketer a blog is just another
media channel to reach consumers.
media channel to reach consumers.
If you place an ad in a newspaper or in a magazine, or put a
spot on TV or radio, you would pay the channel after all.
spot on TV or radio, you would pay the channel after all.
When it comes to blogs it’s usually just barter.
PS: From a blogger’s point of view I would suggest putting
a disclaimer or a caveat if one has attended a sponsored event, or dinner or has
not paid for the product review.
a disclaimer or a caveat if one has attended a sponsored event, or dinner or has
not paid for the product review.