Posts Tagged ‘Gadgets’

Joined a social media consulting firm recently and trying to get into the new job mode. Before I joined this organization, Social Media was just restricted to updating facebook wall, checking my friends status messages, etc. but had never realised how powerful this medium can be.

During my stint here, I am learning a lot and there is lot more which needs to be grasped. I shall post about the same in coming days but right now would like to talk about the Blogger Relationship Programs (BRPs), a term which I got to know recently.

For definition, BRPs are a confluence of like minded avid bloggers who may belong to similar or dissimilar domains gathered to discuss around a common cause/purpose. Now, that was a sort of management definition which sounds a little bit bookish and won’t solve the purpose. So, lets have a look on why, how and who of Blogger Relationship Programs.

Companies these days are using Blogger Relationship Programs as a new way to spread buzz around for their products. Whether its a product launch or an introduction of new concept/service that needs to be communicated to niche audience, companies are increasingly relying on the power of blogs and online communication medium.

For instance, To boost the sales of HDX Dragon, a flagship product of HP which wasn’t selling even after 9 months of its launch, the company initiated a  “31 days of the Dragon” Blogger Relationship Program. Here, HP chose 31 bloggers who were influencers in the technology domain, had huge fan followings and readers used to trust their reviews and recommendations. Each blogger was given a HDX Dragon Laptop and was asked to start a week long contest on their respective blogs and give these laptops to the winners of the contest. This not only had a huge impact on the sales of HDX Dragon with 84% increase in its sales, but it also helped HP to have an overall 10% increase in its PC Sales. Now, that was remarkable!!

The above was just an online BRP. Recently, Samsung Mobiles conducted “Samsung Blogger Relationship Program” powered by Media Redefined, a Delhi-based Social Media Consulting firm. Samsung wanted to create buzz around newly launched Samsung GalaxyS and Samsung Wave mobiles and what better way than inviting technology bloggers to play with the gadget, review it and write about it on their blogs. Offline Meets were conducted across 3 cities – Delhi, Mumbai, Bangalore and Samsung gave a talk on these mobiles to the technology enthusiasts. This was accompanied by various online contests which drove more traffic to the blogposts by these bloggers, thus, building the required buzz for Samsung Mobiles.

Hence, BRPs are increasingly becoming a new way of marketing to generate buzz about companies products/services across niche segments. This not only helps them reach their consumer base in the most cost effective way but also gives them a chance to build a long term relationship with the Bloggers Community and identify advocators for their brand.

The word of caution is only that a company should not blindly opt in for BRPs. A BRP shall run well if people talk about that product/service online or explore about it on the net. The selection of right bloggers and right strategy is a prerequisite of a successful BRP . Apart from that, the company needs to be in regular touch and keep the bloggers updated about their new developments from time-to-time in order to create a long term relationship. Thus, we can easily say that Blogger Relationship Programs can be the new-marketing mantra for companies and it is fast gaining its grounds in India.

That was all folks!! If there are any questions, I would be more than happy to answer…shoot them in the comments section and also, if anyone would like to add on to the post, please do so in the comments section again 🙂

Cheers,

Charu