This post will help businesses, both large and small, understand brand blogs–sites written by consumers that exist for the sole purpose of talking about a company and/or its products. Do you know how to engage with brand bloggers and the opportunities that exist? Read on to learn more!
A topic near and dear to my heart is blogs that are created by customers which are all about well-known brands. This is a phenomenon that is now down-right common. It’s amazing how many customers have created blogs about well-known brands!
First, a few examples of the kinds of blogs that I’m talking about:
I’m sure there are many more brand fan blogs out there. Those were just a few that were very easy to find with a few Google searches. The list of customer-created fan blogs is stunningly long.
For the large brand (or even a smaller brand), all of this can equal surprise and uncertainty. If you’re Lululemon, or any other brand where a customer has created a fan blog, you don’t know what they’re going to say next. You don’t know which products they’ll love. And, you never know if the fan blog will turn on the brand. There is a complete loss of control. Even worse, the brand may worry that the fan site will become so large that it will be confused with a corporate-created website. The brand’s voice then competes with the fan’s voice.
Since September 2009, I have been writing about Starbucks. There’s no doubt, they know I exist. I’m in the unusual position that I’m blogging about a brand close to home. I live not too far from the Starbucks headquarters and the first Starbucks in Seattle’s Pike Place Market. I am so close, I can actually easily go to Starbucks events that would only happen in Seattle. Because of this, I’ve met a number of corporate headquarters Starbucks employees.
My blog, as I write this, receives over 30,000 absolute unique visitors each month. It’s slowly grown over time. A year from now, I might be saying it has 35,000 or 40,000 uniques. It certainly didn’t start out at that level of readership – and that’s still fairly small. And obviously, I am not CNN or a major news source. However, it is possible that at an ordinary customer can have a real voice about a brand. For example, if you look at the Trader Joe’s blog mentioned above, you’ll see that its hit-counter lists well over 2 million hits so far! That’s one very popular blog!
There is no doubt that through Facebook and Twitter, it’s possible that a customer with a big brand fan blog might be able to have direct contact with other fans, possibly brand detractors, company employees, and even possibly corporate executives. All of this comes down to one thing: Each individual customer now has the possibility to have a much larger voice than ever before. Anyone can start a blog. The choice of the brand is to either engage or ignore. That’s it: either engage or ignore. My position is that engagement is the best option.
It’s been cited that a brand advocate is worth much more than an average customer. Zuberance, a California-based company designed to energize brand advocates, writes “Brand Advocates are worth at least 5x more than average customers. This is because they spend more and their recommendations drive sales.”
The customer-created brand blog is not a mysterious unicorn. It’s real. Any brand could end up with customers writing about them. And honest reviews, unfiltered, and unsolicited, are the most genuine.
4 Tips for Working with Brand Bloggers:
Recognize that a brand fan blog is fueled by passion for the brand
There is no doubt, for a customer to write for years consistently about a brand, he or she has to be filled with passion for the brand. Probably there are no “wet noodle” personalities with big successful brand fan blogs. Susan Martin’s IKEA fan blog is still going strong seven years into blogging. She started blogging in 2005 about IKEA. One doesn’t blog for seven years about IKEA without really having some passion for the brand.
Your customers who create long-term fan blogs love you. They passionately love you. And expect them to truly characterize the kind of personality that gets very passionate about a topic.
You can expect that one with a big, vocal passionate personality might have fixed convictions that he or she won’t budge on, or may come on strongly when engaged. Despite all this, passions fuels this.
Reach out to dedicated fan bloggers; do not ignore them
It takes a tremendous amount of work to keep a fan blog going. There isn’t a monetary incentive for the overwhelming majority of brand fan blogs. (I couldn’t find any evidence of any monetary compensation in any of the listed fan blogs above.)
A little reaching out goes a long way to keep inspiration alive.
And for many people, the more emotionally invested he or she feels in a brand, the less likely he or she is going to write negative commentary about it. Reaching out to brand bloggers can help lock in that emotional attachment to a brand. A brand can never control everything that is going to be said about it. And often times, honest feedback couched in a true vision of making the brand better is nothing to be scoffed at. Customers have great insights.
And so once again, since the fan brand blogger is not motivated by a paycheck, a little reaching out to the brand goes a long way.
For example, in 2010, IKEA reached out to their fans, hosting a IKEA brand evangelists event in New York City, and giving those fans a bag of gifts, and the latest IKEA catalogue two weeks early. Not every brand is going to host trips to New York City for their biggest fans, but it is definitely an example of a large brand truly recognizing and responding to brand evangelists.
In January 2012, I went to a nicely organized coffee tasting at the Olive Way Starbucks as part of the Starbucks PR department’s blogger outreach. I wrote about it here. I love events that have a true element of exclusivity to them. I enjoyed being able to see the Starbucks concept store, Roy Street, shortly before it opened to the public and being able to write about that before the store’s grand opening.
As yet another example of incredible blogger outreach, Anthropologie sent a number of bloggers on a trip to Philadelphia for the opening of a wedding-themed Anthropologie store. I have heard that Anthropologie did reach out to at least one blogger who writes specifically an Anthroplogie brand blog. The trip to Philadelphia is mentioned in an article by a wedding blogger.
Consider the bloggers who are dedicated to your brand. If the brand passes over a very passionate blogger, it may truly come off as if the blog is not appreciated.
I think even small gestures mean a lot. I was reading through Nathan Aaron’s “Method Lust” blog and noticed that now and then he mentions that Method will send him sneak previews of new products. It could be as simple as sending the brand advocate a bottle of Fig Aroma Spray.
Read the comments
The value of a brand blog doesn’t end at the author’s article. Read the comments. That’s so important, I feel like I should say it twice. Read the comments.
A blog that is getting even a dozen comments per article provides a lot of insight about customer response to a specific product or concept.
Remember the authenticity of the voice is priceless. As a great example of this, earlier this year I wrote an article about the Pink Lime Frozt and the Coconut Lime Frozt at Starbucks. You might be thinking that you’ve never heard of these beverages. In the spring of this year, Starbucks did a large test of these beverages, mostly in Southern states, though to date, there has never been a nationwide launch. But my article on the Pink Lime Frozt has over 50 comments. That’s a tremendous amount of feedback on a test product. The same thing happened when I wrote about the test product, the “Apple Crumble Frappuccino.” Don’t miss the chance to get valuable feedback.
On top of it all, the blog comments may have replies by the blog owner – one more chance to get to know the personality of the brand’s customer with a fan blog.
Be transparent at all times
There is nothing worse than having a brand-blogger customer reaching out to a corporate headquarters, and having him or her sent in circles, and/or being told that someone will get back to them, and no one does. Even worse, completely ignored emails. It can equally leave a bad taste in one’s mouth if a brand PR person says (hypothetically), “We’d like you to try a new product …” and then there is no follow up to arrange a trial of the new product.
If someone is passionate enough to dedicate years to blogging about your specific brand, he or she should not be left hanging in conversations with the corporation, whether in person or in an electronic form.
Good business manners are good business manners, whether dealing with people internally or externally.
At the end of the day, some of this is common sense. Develop a positive relationship with bloggers. They’re valuable for the brand due to their reach. A blogger who is reaching even 1,000 unique visitors a day, in some ways, has a megaphone in his or her hands. That person is akin to media in some ways. The positive relationship with the blogger can help ignite a positive outlook about the brand on that blog.
It’s likely that no brand is immune to the possibility of having a customer start an entire blog just to talk about that brand. Be ready and willing to reach and be transparent with that blogger.