Blogstorm: enkele nabeschouwingen

Ik denk wel dat de Blogstorm van gisteren, georganiseerd door reclamebureau Ogilvy, als een succes beschouwd kan worden.  Er waren minstens twintig aanwezigen met weblogs over heel uiteenlopende onderwerpen (citaat tijdens de middagpicknick: "Wie blogt er hier nog over blote vrouwen?").  Er waren stadsbloggers, shockloggers, nano-publishers, politieke bloggers, bloggers die over bloggen bloggen, coole bloggers, geeky bloggers, business bloggers, erotische bloggers, mobiele bloggers, webdesign bloggers...

De vraag waar Ogilvy vooral mee zat, leek mij, was hoe ze weblogs konden inschakelen in hun campagnes, voor zichzelf of voor hun klanten, en dan vooral zonder fouten te maken waardoor ze zich de toorn van de hele blogosfeer op de hals zouden halen.  Dat ze een stel bloggers uitnodigden om hier open en bloot over in discussie te gaan, vond ik heel knap van hen: tijdens de inleiding werd er expliciet gezegd dat alles wat er die dag gezegd werd, blogbaar was.  Je moet het durven!  In mijn ogen hebben ze heel wat aan blog-credibiliteit gewonnen hierdoor.

In zijn namiddagpresentatie haalde Marco Derksen van Marketingfacts een aantal dingen aan die men als bedrijf/merk/marketeer met weblogs kon doen:

• Links laten liggen
• Volgen
• Adverteren
• Sponsoren
• Zelf bloggen

De eerste optie werd algemeen afgekeurd: slechte PR verspreidt zich razendsnel op weblogs, en kan grote schade toebrengen aan een merk.  Zie o.a. de beruchte Kryptonite case.

Blogs volgen werd als een minimum vereiste aanzien door vele aanwezigen, hoewel heel veel marketeers het nog niet doen of zelfs nog niet weten wat weblogs zijn.  Tools als Technorati, Blogpulse of Google News alerts zijn prima geschikt om te volgen wat er over je gezegd wordt. 

Over wat er daarna gedaan moest worden, waren de meningen verdeeld.  Moet je reageren in de comments onder een blog-artikel dat negatief over je schrijft?  Moet je de blogger in kwestie misschien gewoon e-mailen en iets proberen 'regelen'?  Of hoop je gewoon dat tevreden klanten zelf zullen reageren en de negatieve buzz ongedaan maken?  Iemand anders suggereerde dat het probleem van de klant in kwestie oplossen  vaak ook tot een omkering van de negatieve berichtgeving zorgt.

Adverteren op blogs was de volgende stap: vaak nog niet echt ingeburgerd in de Benelux, omwille van het feit dat er achter de meeste blogs geen massa zit.  Toch zou het in sommige gevallen erg interessant kunnen zijn, om bijvoorbeeld kleine, maar lonende doelgroepen te kunnen bereiken (gadget-freaks, GSM kopers, tuningfanaten...).  Het probleem dat zich op dit ogenblik nog stelt is dat er geen centraal aanspreekpunt is waar men advertenties op al die blogs kan kopen.  Een Nederlandstalige BlogAds, bijvoorbeeld, zou hier kunnen helpen.

Een verdere optie was sponsoring van bestaande weblogs die over een onderwerp schrijven wat te maken heeft met het bedrijf of merk dat de sponsoring doet.  Voorbeelden waren o.a. Jalopnik, dat door Audi wordt gesponsord, of Art of Speed, door Nike.  Persoonlijk heb ik hier niet veel van onthouden, behalve dan dat de weblogs in kwestie gigantisch veel geld kregen en dat ik het zelf voor de helft ook wel zou willen doen.

Tot slot ging het erover of bedrijven zelf moeten bloggen of niet.  Sommigen vonden dat het niet alle bedrijven of merken gegeven is om met een blog te starten, terwijl anderen vonden van wel.  Marco somde een aantal goede redenen op om een weblog te onderhouden: opbouwen van lange-termijn relaties met bezoekers/klanten, search-engine vriendelijk, je domein 'claimen' als expert, linkbaar zijn op individuele artikelen, echtheid, bruikbaar om concepten te testen of om feedback te krijgen van klanten/gebruikers/fans... enfin, je moet het mij allemaal niet vertellen, ik verkoop namelijk zelf weblogsoftware en -diensten en weet ondertussen wel wat de voordelen zijn.

Toch is het niet ieder bedrijf gegeven om met een weblog te starten: men moet zich realiseren dat een weblog een lange-termijn inspanning is, die quasi-dagelijks onderhoud vergt en die niet kan zonder een 'persoonlijke' stem en bereidheid tot dialoog.  Anders kan je net zo goed press-releases op je website gooien, er een commentaarfunctie aanhangen en zeggen dat je ook een weblog hebt: wedden dat er niemand naar komt kijken?

Intussen heeft ook Franky van Ogilvy zijn post-blogstorm bedenkingen geplaatst, inclusief de slides van de presentaties:  introductie en presentatie van Marco.

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