Marketers Scan Blogs For Brand Insights

Carl Bialik from the WSJ writes "Paying tens of thousands of dollars to companies that scan blogs helps companies decide on products and advertising, the Wall Street Journal reports. For example, the practice helped U.S. Cellular better understand prospective teenage customers: 'Using technology from Umbria Communications, a Boulder, Colo., company that aims to identify demographic groups online based on their speech patterns and discussion topics, WPP's G Whiz concluded that teens were really anxious about exceeding their cellular minutes, often because parents make them pay if they talk too much. The teens also resented being ambushed by incoming calls that pushed their minutes up. U.S. Cellular says that led U.S. Cellular to offer unlimited call me minutes.' Also of note: Intelliseek's Pete Blackshaw 'says companies used to dismiss vocal complaints from one or two consumers as an aberration. But now, they have to pay attention because now those complainers may have blogs. '"

Comments

A single angry customer makes a lot more noise..

[Peter Cooper]

It's been a maxim in customer service for a very long time that a single angry customer cancels out the effect of twenty (or insert some 10 thousands of happy customers, simply because so many people are using the Internet for research now. We had an issue with Acer lately, started a campaign, got some great positions on general Acer related keywords on Google (thanks to a blog), and even ran some Adwords slating them. Hopefully it lost them quite a few sales.

Likewise, I had an issue at a Travelodge motel, and they did not acknowledge my complaint at all. My story (on my blog) was picked up by a newspaper here in the UK and suddenly Travelodge were very apologetic. That said, Travelodge did a very good job of accomodating us, and my faith in them is very much renewed.

But, yes, blogs really amplify opinion, especially if it gets picked up by Google nicely ;-) (There was also the case of the lock company whose locks could be picked with a biro pen, they failed to rectify the situation, and the blogosphere hit them hard.)

Re:A single angry customer makes a lot more noise.

[Clod9]

Blogs just make mass advertising feasible for individuals, that's what's new. People have always had the ability to complain loudly, it's just easier now than it used to be.

All this reminds me of the time I went to a boat show on Lake Union in Seattle. Boating is a big deal here. A guy was out in the lake on a sailboat, driving in circles, displaying a huge sign showing a picture of the bottom of his boat that was covered with fiberglass blisters, a manufacturing defect. The sign said "30,000 blisters, I'll never buy another again." I'm sure the dealer was cringing while thousands of potential boat-buyers gawked at the guy, but I also realized the guy must be incredibly bitter to spend a sunny summer day doing that instead of actually sailing. Now, though, you don't have to be bitter for more than about 20 minutes to get your complaint into a blog and into Google.