If you want the backstory on this, Mark Pesce’s purpose-built blog is a good place to start (most of the reviewers seem to be posting their reviews on blogs, but Mark has opened up a post specifically to garner reactions, so it’s worth looking at the comments), or search Twitter for the hashtag #telstradesire – I’m more interested in the apparent controversy about the reviewers collective reputations/integrity, and the whole “social media” experiment that Telstra is conducting.
In no particular order, my thoughts:
- I think Telstra has come up with a very interesting way of getting attention and reviews, and demonstrates a maturing approach to social media – it’s not perfect but it is fairly well thought-out
- I haven’t paid much attention to the hashtag on Twitter – i was actually surprised that some were complaining about the “torrent” of Tweets about it – I’m interested in Android devices, but not in Telstra 🙂
- I know quite of a few of the reviewers (some of them in real life even!) and I don’t believe any of them will be anything but honest in their reviews, and I am capable of making my own “adjustments” for any perceived bias anyway
- the deal would probably have been less controversial if the devices were to be given back at the end of the review period – any consideration of value gives rise to a suspicion of influence … again, this is a matter of perception rather than reality, but it is real nonetheless (and Mark Pesce is treating it seriously and sensibly, which is great)
- IF (and I won’t be drawn into an argument about whether this will happen or not), IF there is any “reputational damage” to the reviewers then it is unlikely that it will be enough for me to lose any respect for them – it’s a misdemeanour at worst, not a crime 🙂
- I AM paying attention to the reviews, because I’m seriously interested in the Android OS (and amused at the unfavourable comments about Telstra’s “customisations” to it)
- personally (MY stance, which you don’t need to agree with): I didn’t enter the “competition”, and would have refused the review opportunity if it had been offered – maybe I feel my reputation isn’t as secure, maybe I’m over-sensitive … but that’s me
I don’t think this campaign represents a ‘mature’ approach to social media marketing. This sort of ‘influence bombing’ approach has been used many times, and the bomb typically blows up in the face of the organization doing it.
The much more mature social media model is to use social networks to support early adopters, without the facade of a ‘competition’ which really looks more like an attempt to build a marketing database… and then phone still only makes it into the hands of the A-listers anyway.
Honestly, if you’re genuinely interested in the Android, then the ‘oh wow I just plugged it in’ blah blah blah on the twitter stream is in no way in-depth or useful.
It’s banal, but that doesn’t matter when the point is simply to flood the channel with a buzz for the device.
And I still think “Telstra” and “Desire” shouldn’t be in the same hashtag.
It’s sick.
But desire.markpesce.com
Stripey gay jumper..
oh yeah
Glen
A couple of things – I didn’t call it “mature”, I called it “maturing”, and it is my perception of TELSTRA’S progress in using social media … and yes, they’re coming from a low base. I also said that I’m NOT following the hashtag on Twitter – I’m reading reviews on blogs … a little more depth and a lot less “gee whiz” 🙂
I’m sure Mark didn’t create that URL unthinkingly 🙂