Marketing Blogs
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by Online Editor | Scotlandon Jul 30 |
NAB spamming: maybe it's time to take dance lessons
If you knew that the bank was always going to be crowded, noisy, spam-infested and underresourced, would you still go into the branch, or would you consider accessing the financial services some other way?
Now imagine if every time you bought a copy of the Australian Financial Review, entrepreneurial financial services agencies had spent time placing flyers in newsagent copies of the paper. You want to read the content you have decided to invest time (and therefore money) in accessing, but every time you turn to a new page, you have to wade through unsolicited spam. Wouldn't this start to change your enjoyment of the AFR?
What if every time you visited your favourite blog, and you wanted to engage in stimulating debate around a topic you cared about, you had to scroll through acres of promotional spam, unsolicited communications just to have your say. Wouldn’t you consider going somewhere else to engage in conversation?
Moderation takes time and energy, but it is important because ultimately a spam-free environment is a better experience for the user. If brands like NAB want to endear themselves to customers (and which brands don't want to do this), they need to think outside of simple promotional messages, and they need to understand how people want to be engaged in different environments.
It's ultimately about the rules of engagement in these environments, and in the follow up to this post next Wednesday (6 July) I'll be discussing the question of rules of engagement. If you've got something interesting to say on this matter, please don't hesitate to get in touch. Email me on scott.drummond@niche.com.au and we can have a chat about it.
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additional info, around the time of this incident I interviewed the head of the PR agency responsible and he was very responsive around blogosphere interest in this story:
http://prdisasters.com/bank-pr-agency-will-learn-from-spam-pr-criticism/
For me, the episode shouldve ended then.
Yet having looked at the story from several angles and spoken to a few players, I think the spamming by Cox was poor (they accept that), the NAB PR was unwitting while being outed by Jim S (too trusting by Felicity maybe?) and finally, that Julians branch spam stunt adds nothing to the debate but may work as a profile-booster for Colesy as a maverick blog personality.
Gerry
Gerry, thanks for the awesome tag line of ‘A Maverick Blog Personality’, and thanks for the profile boosting post that you gave me on your personal blog.
http://prdisasters.com/blogger-spams-bank-attempts-to-exhume-nab-pr-disaster/
However suggesting that I add nothing is a little dubious, social media is a hard beast to explain to someone who does not come in contact with it very often. Giving an everyday analogy I think is an important contribution in helping more people to understand the problem with what NAB did.
And maybe I meant the vid execution was a little lame-o; you could have written the analogy out briefly - think most people would prob have got it without the filmed skit. Seriously, too, it is an example of blogger 'self promo' even if you didnt expressly intend it to be so.
Cheers Gerry
I guess with the video I was trying something new. I have never tried to communicate an idea through video.
I think from now on I will just stick to the blog writing stuff….Actually I always make spelling mistakes which makes me look like a LAME-O blogger too, so I think I will just stop writing and keep my ideas to myself.
Gerry, I put the challenge to you, create some entertaining and humourous video content for your next post for Marketing Magazine and then I think your comments of being ‘lame-o’ and not being ‘humorous or entertaining’ will hold much more weight.
Julian Cole: No offence, but I would have preferred free tickets to the footy than your business card.
For example, if NAB were to have posted a helpful advice post under their brand name, would that constitute a commercial message? At the end of the day such a post may convince a reader that NAB is a helpful organisation and that they may in future decide to place business their way.
So whilst I think its good to give these guys a little slap on the wrist, i think it should be followed with some constructive feedback as to how they could better engage with the blogosphere.
http://www.privacy.gov.au/faq/individuals/q1