Since my exit from PR, I’ve been getting a couple of invites to blogger/media events organised by PR agencies for their clients. Being on the “other side” has made me think about the effectiveness of reaching out to bloggers.
I’m beginning to realise, at least in Singapore’s technology industry, that it’s always the same few bloggers who get invited to the events. It’s definitely fun in the beginning, but unlike media, bloggers do not have the obligation or need to “fill a page” or “file a story” like journalists. Because of this, the fun wears off when a blogger realises that he/she didn’t really fancy the product that was launched and the outreach is wasted.
My advice is that PR agencies need to move one step up and not just invite bloggers for the sake of getting an online clip, but invite those who are truly interested. For example, I posted a simple post on the Ruckus Wireless’ MetroFlex DZ way back and within a month, I was contacted by the local distributor here to ask if I wanted to try it out for myself. I said yes. And ended up making a video of it with Kevin.
The key here is having a conversation with an interested party instead of inviting the random blogger to every new product launch. It would definitely be more worthwhile if it was more targeted. If a blogger uses an iPhone, Apple should talk to him/her. If they use Sony Cyber-shot cameras, Sony should invite them to the events, give them media discounts, etc. This way brands can build ambassadors while achieving PR goals.
That approach is obviously more time consuming, but it is definitely more rewarding. My guess is that it isn’t being done well in Singapore. A good example on my blog is despite my two most popular posts of all time being about my Samsung i780, Samsung’s PR agency has not even tried to make contact.
In this world of search and links, it really isn’t about the overall rank of the blog that matters, but what visitors are going there for. I dare say that the thousands of visitors to my Samsung i780 posts easily beats and definitely influences stronger than other blogs with better overall readership.
Filed under: Marketing, Social Media
Excellent point there and one which PR folks (both agencies and inhouse) should take heed of. Incidentally, I do happen to know somebody who just went back to Samsung to work and can connect you guys if you wish. He blogs too!
Posted about this quite awhile back, the “recycling” of the same bloggers. And yes it’s definitely more worthwhile to look for the people who love the brand or at least use it, than just get everyone possible. Of course, that also means more work from the agencies. I’ve blogged about EA, Sony and a couple of others but it’s largely silent.
Thanks for the comments guys.
@Walter: No, no.. I’m not singling Samsung out here. Just wanted to give a real world example. It really doesn’t matter if they don’t want to contact me, just that I thought it would have been an obvious one if they were actively monitoring the localsphere.
@Daryl: More work for the agencies is only the right thing to do. No company succeeds by staying status quo, you have to improve upon your offering and this is definitely one way they can impress their clients.
Well PR agencies I reckon still very much depends on blogger ‘popularity’ CV as a mean of invitation. PR agencies in this region just couldn’t be bothered to look for niche bloggers related to their product
They just go by word of mouth or play safe by re-inviting the same bloggers or inviting bloggers who’re likely not to blog their product in bad light.
While blogging is a ‘powerful’ medium in the west, its reaches per country per say in Asia is varying & less accepted. E.g. M’sia compared to S’pore in the political niche has embraced blogging and the medium itself has created a political tsunami
It’s really up to PR to seriously engage blogging/blggers as a new tool medium or be ignorant and view it as short-term fix for reaching the masses
Nice suggestion. It’s definitely better to listen to feedback of people who might be interested in your product. You can refine the product based on the feedback and this will create even more compelling reasons for the targeted group to buy.
However, I believe inviting the same few bloggers(by virtue of their popularity) is to serve another purpose. To gain more publicity and outreach of the product/brand. Similar to why Osim uses Fiona Tan for uZap(seriously, did Fiona really used uZap or need a uZap?).
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Hi Ben,
With regards to you not getting contacted by Samsung’s agency, that’s probably because they thought you’re still in a rival agency…
In any case, you’ll be hearing from me – err I mean Samsung – soon. =)
@Daniel, Just to be clear, I wasn’t trying to put you on the spot. You’re right, probably because I was competition. That’s what I get for being in an agency. Cool, let me know what’s new at Samsung!
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