Blogs: a revolution in Corporate Marketing

The blog (interactive journals on the web) phenomenon is quite impressive: it is big and spreads at dashing speed. Perseus, a web survey company, estimates that there are 31 millions blogs in the world today, of which 10 millions were created during the first quarter of 2005. They are not reserved to young people: according to the Pew Internet & American Life report, 52 % of bloggers (blog creators) are more than 30.

We are witnesses of a major change that will permanently alter the way we communicate. It is caused by two simultaneous disruptions. The first one is a technological disruption. The blog technology brings blog authors unrivalled easy to use tools to create and broadcast web content, whether text, image or video. This content is made easy to access by search engines such as Google: if a blogger publishes an original and interesting information on a specific topic, blog readers who care about that topic will most likely learn about it and read it. The second one is a user behaviour disruption. Blogs meet a need for authenticity that has been neglected so far by traditional media. Bloggers are passionate individuals who express their feelings and opinion with fervour. They write about what they want, when they want, without constraint. Readers love their notes that come right from the heart or the guts. Their blogs differ from the slick and anonymous web site style and from the deceit of institutions. Never before has any media provided such a degree of authenticity to so many users.

In the professional world, journalists followed by political celebrities were the first to understand the power of this new media. But another major revolution is about to burst out: blogging will overturn the relationship between companies and their clients. They will redefine completely the art of marketing. This disruption will be irreversible and companies that do not pay attention will lose ground to competition. This trend is only emerging and we can sense where it is heading by looking at a few successes and failures.

Two major failures give us clues about what not to do. When launching the Mazda 3, Mazda created a fake blog displaying three spectacular video clips of the new car, supposedly uncovered by a blogger eager to share them with the blogosphere (the bloggers' community). But blog readers quickly became suspicious of the professional quality of the videos, and discovered the truth: these videos had been designed at great cost by Mazda's communication department. A flow of negative comments poured denouncing the outrage and spread over the whole world. Mazda showed us the number 1 rule of blog marketing: do not lie. The second failure story started when the endgadget blog published a video showing how to open the Kryptonite Evolution 2000 U-lock with a simple bic pen. Less than 24 hours later, bloggers who bought the product burst in anger and alerted the attention of newspapers. Kryptonite's first reaction was deny the issue: it was not their problem as any similar lock sold by other vendors had the same defect. Only 10 days later did Kryptonite offer its clients an exchange program at a cost of 10 million dollars. If the company had responded earlier to the bloggers' complains, it might have avoided being publicly humiliated and it would have limited the impact on its image and finances. Kryptonite teaches us rule number 2 of blog marketing: pay attention to what bloggers say about your company and respond immediately.

Fortunately, not all experiences lead to fiasco. Three companies are early adopters and demonstrate how to take advantage of blogs in their marketing approach. First, Microsoft reached an astounding achievement: create a human corporate image, close to its customers and to the software developers' community. A Microsoft employee, Robert Scoble, authors one of the most visited blogs on the planet. He shares his personal ideas and opinions on all kinds of topics, in total freedom, without any review by Microsoft's organization. He does not hesitate to criticize Microsoft's products when competitors do a better job. His bluntness gives him utmost credibility within the High-Tech community and he has acquired a strong authority when defending Microsoft' positions that he agrees with. This is such a success that Microsoft invites a number of its employees to follow his example and to create blog communities around diverse themes.

The second is Nokia who uses blogs to apply the best marketing tool for the promotion of new products: word of mouth. Nokia has created a blog to promote its new mobile phone, Nokia 7710, where it invites about 20 VIP customers (early users of the product) to share their experience. The result is a series of independent opinions, written in a casual and funny style, full of stories and useful practical tips. The site is a fantastic resource for all potential buyers who search for a relevant input on how the product can meet their needs.

The last example comes from Michel-Edouard Leclerc, President of the French retail chain Centres Leclerc in France. He shows us how an executive can create a strong connection with its public. He has created a blog where he freely expresses his stance on business issues and his personal interests. Rather than relying on a remote and stereotyped image formatted by the information media, he lets readers understand his passions, sense the depth of his views, appreciate what he like and what inspires him. In short, readers get the feeling of knowing him as a close friend even though they never met him.

It is clear that blogs will become a particularly efficient media to support companies' marketing strategies. Each of them will now have to find how to best implement this new marketing dimension.

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