I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
I will never ask bloggers to lie for me.
I will use extreme care when communicating with minors or blogs intended to be read by minors.
I will not manipulate advertising or affiliate programs to impact blogger income.
I will not use automated systems for posting comments or distributing information.
I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
If bloggers write about products I send them, I will proactively ask them to disclose the products? source.
'블로그'는 대다수의 블로거의 의도와는 상관없이 마케터들에게는 좋은 '마케팅 수단'으로 인식되고 있는 것이 사실입니다.(기업 입장에서도 마찬가지입니다.;)
문제는 '자발성'에 관한 것입니다.
자발성과 관리의 중용을 찾아내고 그런 시스템적 지원을 가능하게 하는 것이 모든 입소문 마케터들이 고민하는 내용이 아닐까 합니다.
WOMMA 뉴스레터에서 소개된 부분인데
저한테는 많이(?) 생소한 social music network에 관한 글입니다. 기사 원문에 소개되어 있는 ReverbNation.com에서 제공하는 위젯도 한번 정리해서 블로그에 적용시켜봐야겠습니다.
(자세히 볼 시간이 없네요; 혹시 아시는 분 있음; 후기 좀;;)
ReverbNation.com Named Best
Social Music Network
By empowering musicians and music fans alike, ReverbNation.com was able to stand out in the sea of social music networks that exist online, winning Mashable.com's People's Choice award for best social music network of 2006. The site allows users to leverage email, IM, blogs, etc., to move music virally; most social music networks keep music marooned onsite. ReverbNation.com built a number of tools to help music go viral in a push-button way, including:
* FanReach -- a way for artists to manage their communications with fans
* TunePaks -- easily creates hyperlinks to a pre-selected group of songs
* Tracking -- shows how far the viral efforts are spreading as well as where plays are coming from
* Music Player Widget -- allows music to be hosted anywhere on the web, including on fan sites and blogs
According to Mike Doernberg, ReverbNation.com's CEO, "Getting the music heard is the first step in ramping up the word of mouth, which leads to more downloads, ticket sales, merch sales, and buzz."
기사에서 보면 소위 입소문 마케팅 성공 사례로 언급되던 사례들이 이제 '제재 대상'으로 재해석되어 있습니다.;(진짜 성공은 했나;;)
한 예로 월스트리트 저널은 지난 2002년 소니 에릭슨이 당시 디지털카메라폰을 런칭하면서 뉴욕과 시애틀 관광 요지에 60여명을 단순한 관광객인 것처럼 위장시켜 풀어놓은 후 신제품을 써보고 주변에 호평토록한 것을 고발하는 기사를 게재하기도 했다.
커머셜 알럿은 프록터 앤드 갬블 산하 마케팅 조직이 상품 판촉을 위해 25만명의 틴에이저를 자원봉사 방식으로 활용한 것도 문제가 있다고 비판했다. 이에 대해 회사측은 "이들이 회사 제품을 호평하든 혹평하든 전적으로 개인의 판단"이라면서 더욱이 "회사가 그 대가를 주지도 않았다"고 강조했다.
한국에서도 얼마 전에 소위 '알바'를 한 사람을 찾는다는 웹사이트가 있다는 소식을 들은 것 같은데. 음 . 글쎄요.; 어디까지가 알바이고 어디까지가 '열성 고객'인지 어떤 것을 불법의 대상으로 볼 건지에 대한 논란은 계속 이어질 것 같습니다.
사실 이 부분은 WOMMA(미국입소문마케팅협회)에서 자체적으로 윤리규정을 정해서 회원사에게 윤리규정을 따를 것을 권고(?)하고 있습니다. 한국에서도 입소문 마케팅 협회가 생겨서 어느 정도 교통정리(?)가 필요한 부분이 아닐까 합니다.
(그럼 최소한 개풍녀 정도는 없앨 수 있지 않을까?;)
Buzz Marketing: Using high-profile entertainment or news to get people to talk about your brand.
Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.
Community Marketing: Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.
Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local outreach.
Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf.
Product Seeding: Placing the right product into the right hands at the right time, providing information or samples to influential individuals.
Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.
Cause Marketing: Supporting social causes to earn respect and support from people who feel strongly about the cause.
Conversation Creation: Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity.
Brand Blogging: Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.
Referral Programs: Creating tools that enable satisfied customers to refer their friends
WOMMA 에 해당하는 글7 개
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