April 29, 2007Nikon D80 Blogger Outreach Rocks
Filed Under: New Branding
|
|
I'll write a longer post soon but for now, I thought I'd officially post about my new Nikon D80 which I received from Nikon (via MWW Group)
I have to tell you that in my humble opinion, this has been the best example of blogger outreach I have either experienced (first hand) or read about.
It shares the same characteristics as the Sprint Ambassador program (of which I am a member as well), namely follow-through. Whereas the Sprint program has sent me 3 rounds of phones and service, the Nikon approach was a lot more subtle. It began with a more conventional blogger outreach following their sublime CGC meets partnership Flickr campaign. I happened to blog about this - favorably. Perhaps this was the trigger that in essence self-selected me as a prime candidate for the "surprise" follow-up.
I love this campaign for many reasons. Yes, of course I now have an approximately $1,000 camera, but that's not it by a long shot. I am not crowing because I got something for nothing (it's actually on loan and I have the choice to extend the loan for 6 months, give it back or purchase it at a substantially reduced editorial discount - the monies going to charity), but rather because the camera helps me be a better blogger/contributor. Nikon has become a conduit or catalyst and in providing me the camera, I'm now giddy with enthusiasm...I've finally activated my Flickr account and am taking pictures like a kid in a candy store.
You may think Nikon has bought me. They haven't. And I'd argue damn hard against anyone who wants to challenge me on this. I have nothing to gain or lose by talking about the camera or the program...and talk I will. And a lot.
This helps continue to legitimize the blogosphere and the new influencers (and I'm not talking about myself, but rather the entire community)
It's smart as hell. This post alone should offset whatever the camera cost Nikon and if you multiply the total cost of the program (I have no idea how many bloggers signed up) by the cost of the camera, shipping etc., it probably will come out under a single half page print advertisement that had to kill a tree for it to live for one day - and one day only.
Anyway, gotta catch a plane. Expect plenty of pics from beautiful Sydney (sorry, Mitch) and remember: with full disclosure, I got this from Nikon and their agency, MWW.
SPONSORSHIPJaffe Juice – brings a fresh new marketing perspective and commentary from industry thought leader and author Joseph Jaffe. Click here to find out more about sponsorship opportunities. Jaffe Juice continues below... |
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/t/trackback/307546/18080548
Listed below are links to weblogs that reference Nikon D80 Blogger Outreach Rocks:
Comments
What I love about the program is that we are under zero obligation to blog about the camera or the pictures we take with it whatsoever. That alone was what clinched my involvement, and I'd bet this was a point that MWW fought for. This is another reason why it pays to have smart bloggers involved in crafting a blogger-outreach program such as this.
Posted by: Mack Collier
Joseph
So you don't feel bought by Nikon.
I am not so sure.
First you write a whole post proudly showing off your 'loan' camera (and claiming that you have not been bought). Then right at the end of the post you say, "This post alone should offset whatever the camera cost Nikon..."! In effect, stating that your post is Nikon's quid pro quo for your loan camera.
I suggest you take a look at the work of Robert Cialdini on Persuasion, in particular, how the "reciprocation rule" works. You are a great case study.
http://en.wikipedia.org/wiki/Robert_Cialdini
Enjoy your new camera.
Graham Hill
Independent CRM Consultant
Interim CRM Manager
Posted by: Graham Hill
Re: Graham - Looks like someone is a little angry he didn't get a camera...
Posted by: Scogs
"And I'd argue damn hard against anyone who wants to challenge me on this."
Well, Joseph, I would really appreciate having some conversation on it but I'm not into the "damn hard arguments" or the challenging stuff. Ya know, like a discussion that advances the space. Maybe you're open to starting there? Hope so, being I see you guys as my colleagues...maybe Mack and you will even change my mind. Could happen ;-).
P.S.: Glad that you got to meet Paul in Big D.
Posted by: CK
Graham: Persuasion is an excellent book...especially the part on "social proof".
Posted by: CK
Scogs
Not angry at all, in actual fact, very pleased for Joe. As an owner of a high-end Canon, I can vouch for the uplifting effect of using a great digital SLR like the Nikon.
My comment was more about the powerful effect that the reciprocation rule has on own behaviour, often without us being aware of it.
Davis Armano over at the Logic+Emotion blog had a similar moment when he received a free N-Series from Nokia
http://darmano.typepad.com/logic_emotion/2007/02/product_outreac.html
We are highly social animals and these rules have evolved to maintain the cooperation that makes society work. It is always interesting to see them in action.
I look forward to seing some of the many great photos Joe takes on his travels.
Graham Hil
Posted by: Graham Hill
Actually David didn't receive a Nokia phone, he was 'tagged' by Karl Long, who asked a few of us what our reaction would be IF we received a phone.
I agree where the 'reciprocation rule' might kick in, but something to keep in mind is that we bloggers kinda value our community of readers as well. I think we are all smart enough to realize that if we suddenly start leaving 'OMG! The D80 is the bomb! Check out these 27 pics I snapped today!' type posts every day, that we are going to quickly get the label from our readers that we have 'sold out'. And it will turn them off, and they will probably leave.
I think most bloggers, especially the ones targeted in this promotion, are smart enough to realize that their readers are more valuable than free use of a $1,300 camera/lens for 6 months.
Personally, I won't be blogging about the camera at all, unless I decide to buy it. Nikon has already benefitted from my discussing the program, and will continue to do so. On the flipside, I think other bloggers are benefiting as well, because we all get to have a discussion about what the 'best practices' are. This is only like the 3rd major 'blogger outreach' program, and I believe it's the first that hasn't hinged on the bloggers having to blog about the product. That's a good step.
There are going to be good and bad points to discuss about this program. I think the key point is that, as Jaffe is doing here, we have that discussion. Sure Nikon benefits, but so do the rest of us, and so does any company that's considering a similar effort.
Posted by: Mack Collier
With respect, the camera doesn't help you be a better blogger, it helps you put photos on your blog (though it's debateable whether DSLR quality is necessary to blog images which after all are illustrations and visual cues rather than works of art). I think there's a distinction there.
It's a smart and inexpensive move by Nikon no doubt, but you arguably do have something to lose from blogging about the camera - what you lose potentially is the perception of independence in some eyes and I think that will come (if it does) as a result of the extended time period involved.
How long does it really take to judge a camera - six months seems excessive to me - and it seems to me that once you've decided that the camera takes good pictures then you've trialled the product, made your judgement and thus should send the thing back. Keeping it at a discounted price is effectively Nikon making a payment to you and I think that is when things get murky. But I agree with Mack that a debate on this is healthy.
As to Mack's claim of this being the first program that doesn't require active blogging, I would have to say that that is not the case, though I am not aware of any that involved such a high ticket item.
Posted by: John Dodds
Joseph,
This is the exact kind of post Nikon would hope that you write about. It tugs at all the right strings. You have a great product and you pitch it on your own, and in your own way, with your own voice, to your very own large reading base. They come across as involved in the blogging community, sincere, and in-touch.
The zero obligation to blog about the camera or the pictures you take with it is the exact type of "hook" anyone with a sense of the blogging community and of bloggers would pitch to get you to blog favorably about it!
I read Robert Cialdini on Persuasion, and I agree, it is a good example. Your well-meaning post was the message they were looking for. Is that bad? No. Do I think any less of either of you. No. But it is what it is.
Posted by: DM
"With respect, the camera doesn't help you be a better blogger, it helps you put photos on your blog (though it's debateable whether DSLR quality is necessary to blog images which after all are illustrations and visual cues rather than works of art). I think there's a distinction there."
Assuming the camera is better than Jaffe's existing one, it could allow him to take and post better pictures, which in theory will make his blog more enjoyable for his readers.
And his participation gives him the ability to blog about his involvement in the program, and give his readers an 'inside' view of such a blogger-outreach program.
I think both makes him a better blogger.
"As to Mack's claim of this being the first program that doesn't require active blogging, I would have to say that that is not the case, though I am not aware of any that involved such a high ticket item."
Which other programs are you aware of that do/did not make blogging a requirement for receiving the product? I honestly haven't heard of any, so feel free to add any that you have.
Posted by: Mack Collier
Joseph:
I agree with your take on this program. I blogged about this at flyovermarketing.com and I think it's great to see Nikon extending the huge success of their program with Flickr to people who are bloggers and not necessarily photographers.
I don't see it as being bought. I think that one of the most successful ways to promote a product/service is the "free trial" concept. It used to be very difficult to do such a thing with many products, but now that it's easier it's exciting to see how people are getting creative with it.
Posted by: Kevin Behringer
There have been many instances of books and CDs handed out with no reciprocation required, but the one with which I am most familiar has been the Stormhoek wine giveaways to bloggers and geek dinners. There is explicitly no requirement to blog about it, but in the majority of cases the recipients tend to comment (not always favourably).
Posted by: John Dodds
Joe - If all it takes to buy you is camera (even a nice one that looks like it could double as a bazooka) then that's all goodness.
The thing is, I don't think Nikon are trying to influence you - but their agency probably is. MWW want you to write about how cool their outreach program is (which it may well be). But to do that, you need to mention & use the camera - so everyone's a winner. N.B. It might not have the same impact if they'd done this with, say, Poptarts.
The other point to make is that the comparative rarity of these programs makes for their success - bloggers are less conditioned to getting free stuff than product journalists.
Can I just say for the record that I am a total whore who will take anything going? But a transparent whore nonetheless...
Posted by: Matt Moore
Wow there are some interesting comments here!
This is a great promotion though. I just wish I was a part of it! Actually since my blog is all about my pics I bet all my readers wish I was too!
Posted by: MotorsportBabesAU
I am mystified by Nikon's social media approach. The flickr thing was great (if obvious) but Joe is known for his great turn of phrase not his photographic prowess (witness his shiny new flickr page). I also agree that non-photographic bloggers would be better off with a smaller more compact camera (why not give them a coolpix?). Nice idea from Nikon ... shoddy execution. PS I'm a Canon Guy
Posted by: Steve J
Steve - don't know what you're mystified about. I think you're being WAAAAY to harsh and unnecessarily so.
Isn't the fact I now have a Flickr page, exactly the point?
PS Thanks for your disclosure re: Canon. I think that explains a lot and I also think there's hope for brand loyalty yet :) I myself am a Nikon fan!
Posted by: jJ
It would seem to me that programs like this would be more legit it they targeted people who blog about cameras and not about marketing.
I don't know if Joe loves cameras to begin with, but I'd imagine that getting a new toy with great new features would pump up practically anyone.
Tapping into the marketing blogosphere may be a legitimate thing to do, but I'd say that Nikon's target base should be camera afficianados.
Posted by: Jonathan Trenn
Interesting to read your post and all the comments!
I think that obviously Nikon is getting a lot of great publicity for this - and I don't think it's entirely undeserved. I can see that it's easy to take a stance of "this is a bad thing as they're trying to 'buy' bloggers". But at the end of the day - since the program is not forcing reciprocation but rather just stimulating it it's a good, honest and legitimate thing. They're also taking a very transparent approach about it.
There seems to be a disagreement of wether the targetting of this was right - photographers vs. non-photographers - what's your take?
Interesting read though, as I'm currently working with another univeristy student at a company called Rebtel who wants us to involve students in a community building effort.
- Linus
Posted by: Linus Kendall
Would someone in the know please look at this website and offer your opinion as to whether or not they are legit. Seems too good (referring to prices) to be true and probably is. What do u think?
http://www.bestpricecameras.com/prodetails.asp?prodid=679296
Posted by: jim
Would someone in the know please look at this website and offer your opinion as to whether or not they are legit. Seems too good (referring to prices) to be true and probably is. What do u think?
http://www.bestpricecameras.com/prodetails.asp?prodid=679296
Posted by: jim
nikon d80 review
SDHC performance test using Nikon D80
Posted by: minamito
I can't really comment on the issue, at the end of the day I'd rather see a post explaining why you really like your camera without hiding how you got it.
However I had a look at your Flickr account, and no offence, but you should probably make some efforts when it comes to taking pictures :-p
If you ask me, Nikon are better off spending time on Flickr finding interesting photographers who can actually produce great pictures with it (and of course who don't have a model above the D80).
Posted by: shann
Shann,
Could points. I've been so busy that I just haven't had enough opportunity to take and upload pics...but I'll take your challenge to heart I promise.
Posted by: Joseph Jaffe
