You certainly remember Marqui's blogosphere program that has been launched last december ? Marqui has been recruting bloggers to blog about their product and paid them around 800 $ a month, providing them with a contract with the following terms sumary:
- Mention Marqui and link to our site - once a week.
- Put our mark/emblem on your site.
- Three month contracts will be honored.
- No "gotchas." None.
20 bloggers have been playing the game, and a huge controversy erupts at that time... See the Technorati on this story.
It was the first time a brand has been recruting bloggers and announcing with full transparency they will be paying bloggers to give feedback on their products.
Why do I remind this story ? I've been recently hired by Nokia as member of Nokia 7710 VIP Program, including 1800 people around the world, 50 in France. That's the reason why I remember Marqui's story...
What is it about in this case ? We are asked to give our thoughts on the Nokia 7710 Smartphone by connecting once a week on a specific forum, to answer two times to a phoning questionnaire and of course to use the Nokia 7710 as our main phone during the time of the testing. We can keep the Smartphone for us at the end.
I found this approach very intersting and clue for several reasons. This time, people are not able to pitch as in Marqui's case, Nokia has been hiring them. We didn't ask, we've been asked. So we couldn't decide to do it to get something in return initially. Then we are much more free than in Marqui's case, we are not asked to blog or to sign any contract, we just have to connect on this forum and participate a little bit + answer the questionaire by phone, which is much better for lazies...
What I like more than everything: the composition of the VIP pannel: Celebrities/stars, well-known CEOs, and bloggers. And bloggers ! How clever from Nokia to ask bloggers to participate. How many discussions are going to raise from this 3rd group. And more over, at a time where so many people are seing the fall of PR vs. the raise of Bloggers, (the PR pro blogger I am is talking ...) thanks to this new channel = blog offer to anyone who wants to say anything, Nokia comes whith it's VIP Program.
Let me make the point. PR has always been recruting stars to promote brands or messages, the marketing archives are full of examples. This is indeed not the most original side of Nokia's strategy in our case. But the mix between traditional PR and what some are calling "New PR" is here just great. It shows that some clever folks have understood that PR is definitely not dead, (but traditional PR is) and can be on the contrary strengthens by new communications tools as blogs that where supposed to replace them ! And this is huge.
So congratulations to Creadrive who has been working in France on this project with Xavier des Horts, Communication Director of Nokia France, thanks for having hiring me, it was a good surprise for the geek or IT friendly that I am.
For transparency reasons and as I'd like to share my deep thoughts without any confusion, I am going to create a specific category on this blog, dedicated to this program.