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John Bell of Ogilvy is right about influence! But how about the Long Tail?

John Bell works for Ogilvy the famous advertising firm according to Robert Scoble. I read through some postings of him and must say it is pretty good stuff out there. Writing about corporate blogging and especially the influence of it. In this posting he writes about the bond which weblogs create between a company and the customer (oh no not that word again). I better use: weblogger and reader. But the influence of the weblogger is great in creating brandloyalty. On the Synergy Congres Jan Sinnema of ING already described what the influence of bonding is. It is more than branding. It creating a real personnal loyalty. You could call it Emotion Equity.
John Bell quotes Robin Dindayal:

“Blogs allow for conversation alignment between customers and companies
The "human face" of blogs help companies develop stronger relationships with their customers”

I had a posting on this some minutes ago. But now comes the fine part. Robert Scoble is posting that marketeers pay too much attention to the head of the tail. He thinks:

“The real interesting action will not be in the blogs everyone has heard about already.”

He thinks this is important because in the long tail there weblogs with readers which highly trust the writers. And that is bonding, loyalty, emotion equity. So better have a good mixture of the head and the long tail.

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About The Author

Hans Mestrum

Hans is al 12 jaar bezig op het gebied van Social & Media. Momenteel is hij vlogger bij de Hogeschool van Arnhem en Nijmegen (HAN). Daarvoor houdt hij o.a. deze weblog bij met videoblogs van projecten, evenementen etc. Daarnaast schrijft hij op persoonlijke titel over trends, zijn (professionele) leven en overwegingen. Bekijk ook zijn profiel website

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hansmestrum About me
Hans Mestrum

Leuk dat je hier op mijn weblog bent. De video's en foto's die je hier vindt, zijn door mij gemaakt voor o.a. de Hogeschool van Arnhem en Nijmegen (HAN), waar ik videoblogger en social mediaspecialist ben.

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