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Beyond Blogs: Moleskine Goes Where the Conversation Happens
BY JASON CORMIER
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| My Moleskine reporter's notebook -- which is holding up well, despite frequent abuse. |
Moleskine notebooks aren't fancy. In fact, this brand's reputation hinges almost entirely on quality, and on a vocal, dedicated community of customer evangelists -- such as Merlin Mann of the popular productivity site 43 Folders.
Therefore, when sharply worded complaints about Moleskin's quality and service erupted on the 43 Folders Google Groups forum on Aug. 15, Modo & Modo (manufacturer of Moleskine notebooks) had a pretty big problem.
Apparently, some Moleskine notebooks started falling apart after just a few weeks or months of use. Some owners of these defective notebooks tried contacting Moleskine US, but got no response. Later, it turned out that Moleskin US is not the US distributor for this brand. The official US distributor is Kikkerland Design Inc. But in the meantime, these customers believed Moleskine was ignoring them. Not good.
Clued in by e-mails, Moleskine maker Modo & Modo began checking out the online complaints. On Aug. 30, the company posted a sincere apology on its blog. They offered an explanation of their late response: they're a small company, and in Italy everyone's on vacation in August -- not a great answer, but an honest one. They also offered clear instructions on how owners of defective notebooks could get their problem addressed.
Even smarter, Modo & Modo posted the full text of this statement onto the 43 Folders forum where the complaints arose. It's interesting to note that, despite earlier frustrations aired in that forum, all the responses to the company's apology were positive and supportive.
This story demonstrates the importance of three lessons for all organizations who understand how conversational media can help make or break your reputation...
Posted on September 14, 2006
Be Transparent – Or Else!
BY JASON CORMIER
Today in Scatterbox, Steven Silvers spelled out two crucial rules for using conversational media:
"More and more, corporations find themselves in the headlines because they ignore two realities of the information age:
- A company's attempt to covertly influence opinion is only as effective as the reaction people have when they find out who's behind it and why.
- Yes, they will find out."
He's right. Transparency has become the currency of online reputation. Simple oversights can make your company look clueless, and attempts to conceal, misdirect, or misinform often generate outright scorn -- causing lasting damage to your reputation and your business.
Here are my tips for transparency in conversational media. These apply to PR/marketing pros as well as news organizations, bloggers, citizen journalists, and, well, anyone...
Posted on August 22, 2006
Strategic Blog Commenting for Your Business
BY JASON CORMIER
One of the most common laments I hear, especially from business bloggers, is: "No one visits / links to / comments on my blog!"
Comments are the lifeblood of the blogosphere. Comments are the most direct indicator of blog-based conversations -- and conversations are always more engaging than monologues. That's the true power of blogs or any other kind of conversational media.
One secret to getting more comments on your blog and attracting more high-quality traffic is to give lots of comments on other blogs -- but strategically, not indiscriminately. Focus on commenting on blogs whose authors or audiences are the kind of people you'd like to have reading and commenting on your blog.
Shortly, Capture the Conversation will publish my video tutorial showing how this works. But in the meantime, here's an overview of strategic commenting...
Posted on August 14, 2006
Tracking Blog Comments: The Challenge
BY JASON CORMIER
Comments are one the most vital, fascinating, and valuable aspects of weblogs. Sometimes the comment thread appended to a post ends up being more important than the original post! This is especially true from a marketing context, if you're trying to understand how a community views a certain brand or product, or how they're dealing with a particular issue.
It's easy to find comments appended to a particular blog posting: Usually you just scroll down to the bottom of the post, and maybe you have to click a link to view them. However, what about all the content contained in comments to blog postings that you haven't yet discovered?
Unfortunately, tracking conversations that occur via blog comments (as opposed to blog entries) is notoriously difficult...
