Two Cents

As social media grows it’s becoming increasingly pivotal for advertisers to understand what consumers are saying about their brands, products and services in the market.

Most of us have rapidly become familiar with the most popular social media sites such as Facebook and Twitter (and the opportunities they offer for our brands), but does blogging rank as highly as these social media platforms when it comes to commenting on brands, products or services?

Not knowing that much about the world of blogging and what it entails I wouldn’t have thought so. That’s until I was told about a really interesting blogging site called www.2oceansvibe.com.

www.2oceansvibe.com is a lifestyle website that was started by a young guy named Seth Rotherham in his early 20’s based in Cape Town, South Africa.

He started the blog for himself and his friends for a bit of fun, but over years, Seth has become a “celebrity blogger” simply by blogging about things that inspire him in his everyday life, and events that happen to involve his favourite and most trusted brands, products or services.

He’ll blog about what he eats (Woolworths), drinks (Jack Black Lager), wears (Puma/Ray Bans), where he goes (Caprice) and what he does. He enjoys everything from the beach to restaurants, hotels, sport, nightclubs, and just happens to drop brand names along the way.

He lives to his motto “Work is a sideline, live the holiday” and has become a poster boy for this lifestyle in the process.

For some reason (possibly due to the humorous way in which Seth portrays his comments on his blog, or maybe it’s his unique list of celebrity friends and contacts that gain him insight into topical conversations) Seth’s readers have tapped into this online persona that he has created for himself and they trust and follow his advice on the brands he comments on unquestionably.

Seth has openly admitted himself that he would never put a brand up on his website that he does not believe in (even if he is paid) and it seems that it’s this kind of brutal honesty and commitment to his readers that consumers seem to tap into – and they just love it! A great example of how brands can use social media to endorse their products.

As a South African ex-pat living in Australia, I find it amazing (and I admit probably a bit of an eye opener to me) to see how this website is a favourite bookmark for both locals and those living overseas who wish to keep in-the-loop with the pulse of The Mother City.

Seeing this blog and the powerful influence it can yield over its readers/consumers, and vice versa, I realise that the power of blogging is not just another social media fad but rather an important element in the ever growing social media family.

Michelle Joubert is an Account Manager at BCM Brisbane

Ever wandered into a party on your own and felt very nervous about meeting a bunch of strangers?

What about going to a business seminar on your own?

You want to sound confident, interesting and perhaps even witty.

You’d love to engage in spirited banter about the merits of some brand new technology or regale people with clever insights you have about a new business that has just launched. Even better if you had your own personal review of the latest restaurant, movie or wine to discuss. Or perhaps of all these things?

You secretly covet the idea that afterwards the people you met comment on how interesting you were or how smart you sounded. ‘What a great sense of humour’ would be a bonus too.

Being ’social’ comes with a bit of pressure doesn’t it?

Well I believe that the new social media has just wound up the pressure ten fold.

With Twitter you might have 150 people ‘listening’ to your tweets. Instead of chatting to 2 or 3 people at a party you could have a circle of 35 friends on Facebook hanging off your every word. If you’re a blogger then you could have an audience of thousands!

What to say? Is my opinion worthwhile? Have I got something clever to say? Am I very funny?

I haven’t tweeted for 12 hours, my Facebook friends must be thinking I’m on holidays, I’ve dropped out of the blogosphere for nearly a week!

Oh, the pressure!

I have to say, I am enjoying the controversy and media attention that has snowballed over the past week as two now infamous viral stunts have unraveled and become exposed.  Tourism Queensland successfully generated free global publicity from their so called ‘mistake’ related to ‘the best job in the world‘, and it’s now official that the Naked clothing line from Witchery are in fact the modern day Cinderella… only after receiving significant prime television coverage, Nationwide press and became the latest hot blog topic to trot.

With the media’s spin that we as marketers should be ashamed for sneaking our brands into the lives of unsuspecting consumers, it has made me wonder; where do we draw the line between developing innovative ways to engage the increasingly indifferent consumer, and propping up the stereotype of advertising seen as simply shallow sales antics?  Are we risking the trust of our bloodline with reckless and deceptive acts? Or is this the evolution of the traditional PR stunt gone viral?

In this technology-driven and busy world we exist in, it is a necessity for survival that we place our brands firmly in the eye of the world where possible, and granted these recent events have done just that, but what are the long term costs which result, if any? Are we helping or hindering our brands? Or will these stunts just become ‘yesterday’s news’?

Blogs have been the ‘new black’ for a few years now. In the early days, some thought they were little more than a passing fad. The naysayers questioned the value of content generated in such an unstructured, unfettered way. But blogs have entered the realm of the respectable. Funnily enough, it’s precisely the dynamic, unstructured, unfettered way they are written, and the two-way commentary they encourage, which makes them so appealing.

Blogs more than ever are considered highly authentic and credible. Prick your ears and you’ll find blogs credited more and more with breaking news and current affairs, and as being unbiased sources of consumer information. Consider this; according to ‘Next Thing Now’ a global report on active internet users, 62% of Australians read blogs (putting us slightly ahead of the USA), and globally, 32% say they have trust in blogger’s opinions on products and services. Need more proof they represent the vox populi? The same report indicates almost three in ten active Aussie internet users have started a blog (up almost 60% in the past 2 years).

The bottom line is that when it comes to both reading and writing blogs there are major shifts in participation. As a collective, the blogosphere is starting to rival any mass media in terms of reach, time spent, and wider cultural, social and political impacts. Blogging today must be embraced.

So, with that background and introduction, welcome to our brand-spanking new BCM blog. I hope (at least occassionally) you find it enlightening, interesting and thought provoking.