그래서 마케터들이 블로거와 접촉할 때, 윤리적으로 고려 해야 할 내용을 정리했습니다.
- I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
- I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
- I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
- I will never ask bloggers to lie for me.
- I will use extreme care when communicating with minors or blogs intended to be read by minors.
- I will not manipulate advertising or affiliate programs to impact blogger income.
- I will not use automated systems for posting comments or distributing information.
- I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
- I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
- If bloggers write about products I send them, I will proactively ask them to disclose the products? source.
기본적인 10가지 원칙과 그에 대한 상세한 내용이 정리되어 있습니다. 개인적으로 협회 웹사이트치곤 디자인이 마음에 드는군요. 아무튼 진실한 마음으로 블로거와 접촉해야 한다는 내용이 중심입니다. 둘러보니 좋은 내용이 많습니다. 구전마케팅의 정의를 이렇게 정리했습니다.
Word of mouth : The act of consumers providing information to other consumers.
Word of mouth marketing : Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.
구전마케팅은 기업이 직접 관여하는 것이 아니라 소비자가 쉽게 이야기할 수 있도록 돕는 것이 구전마케팅이라 규정하고 있습니다. 인위적인 발생이 아니라 소비자에 의한 자연적인 발생이 진정한 구전효과라는 것입니다. 마지막으로 구전마케팅의 종류를 정리한 내용을 소개합니다.
- Buzz Marketing : Using high-profile entertainment or news to
get people to talk about your brand.
Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email. - Community Marketing : Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.
- Grassroots Marketing: Organizing
and motivating volunteers to engage in personal or local outreach.
- Evangelist Marketing : Cultivating evangelists, advocates, or
volunteers who are encouraged to take a leadership role in actively
spreading the word on your behalf.
- Product
Seeding : Placing the right product into the right hands
at the right time, providing information or samples to influential individuals.
- Influencer Marketing : Identifying key communities
and opinion leaders who are likely to talk about products and
have the ability to influence the opinions of others.
- Cause Marketing : Supporting social causes to earn
respect and support from people who feel strongly about the cause.
- Conversation Creation : Interesting or fun advertising, emails,
catch phrases, entertainment, or promotions designed to start word of mouth
activity.
- Brand Blogging : Creating blogs
and participating in the blogosphere, in the spirit of open, transparent
communications; sharing information of value that the blog community may talk
about.
- Referral Programs : Creating tools that enable satisfied customers to refer their friends.
