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« WOM Conference Note: Measuring Customer Loyalty with One Question | Main | WB, UPN erased by new Warner/CBS partnership » Who’s your marketer, baby?Posted by Rich Sharp on January 24, 2006 at January 24, 2006 10:04 AMThere’s been a lot of talk lately about being “transparent” when conducting word-of-mouth campaigns or touting something in a blog. We’re all for it, especially if you’re an advocate being paid to talk about a client’s product or service. But what about those who simply like something and become your fans (read: successful WOM campaign)? Their valentines come straight from the heart. So, how does the audience tell the difference between what’s done by pros and what’s done by the proletariat? And how does that affect a company’s reputation? Look at Burger King – images of The King are being traded across the transom in fast order. The King is on the beach. The King is on a horse. The King is…well, you get the picture. Were these uploaded by BK’s ad agency? Loyal customers? Ne’er-do-wells? The fallout from no transparency is trust. The King makes me laugh (and frightens me, just a little). But each time I consume a viral King message, with no notion of its source, my gut reaction is skepticism, and I drift farther from the Whopper (no cheese, no mayo).
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