CGC for CGC

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My very own consumer-generated content for a paper about consumers as elements of an ad agency: a.k.a CGC

ADV391K : Spring 2007

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IN BLOGS WE TRUST

Posted Mar 9 2007 4:27 PM

Blogs are another outlet in which user-generated content dominates as the sole provider in shaping the blogosphere. This means, it is free from intrusive, impersonal, commercial-generated content.

We stated in the short film of “Control Transference” that, “control, trust, and accountability are at the root of this newborn phenomenon. It is sure to evolve in the future through various advancements in technology; however, before any of these new advancements can become widely accepted, it is necessary that advertisers earn back trust from the consumers. Once that trust is established, it is imperative that it not be violated” (Ayala et al).

But, young consumers, between the ages of 18 and 24, are still distrustful of advertising, even if it’s consumer-generated, regardless of their presence on YouTube and Worth1000.com. AMA’s Costopulos reasons, “ the young adult’s skepticism may be rooted in their desire to distance themselves from company-sponsored messages. Organizations need to find a way to find this audience even more control and autonomy in the process” (Green).

I think that an additional reason for young consumers to distrust these consumer-generated ads is based on the perceived intent of the creator, especially if monetary benefits are proposed. “It’s no longer easy to distinguish between where the sell ends and the show begins” (Vagnoni). They question their fellow consumer by asking, what do they expect to get out of it? More than likely, the consumer “creative” is only entering the contest for two reasons; to gain recognition and exposure or receive the finalist prize worth more than a few thousand dollars. Therefore, the supposed “peer-producer,” the loyal follower of the brand, is in fact in genuine, with an ulterior motive.

For example, Doritos Super Bowl commercial contest awarded money as an additional incentive. Anyone who entered would reap the benefits of some hefty pocket cash while basking in the limelight of their very own infamous Super Bowl commercial. As a result, “the top five finalist came mainly from aspiring or experienced filmmakers who were mostly older than the brand's 18-to-24-year-old target audience” (Steinberg).

I feel that the arena in which the advertisers can give this audience its needed sense of control is through their own peer-to-peer blogosphere. As stated before, Berner-Lee’s intention was to create a social-network, and the blogosphere was created from this noncommercial aspect of the Internet.

Blogs gives autonomy back to the consumers by freeing them from the persuasive hold of the advertisers message. Instead, the message will genuinely come from their peers through their own blog or fellow publisher. Because bloggers see these peers within the blogosphere as trusted confidants rather than mere acquaintances (Boase), a product endorsement, through an expressed interest or experience shouldn’t raise suspicion.

A healthy example of this is based on a company employees’ blog. In this case, it is Robert Scoble, an Microsoft employee that tells about his day to day activities and some inner workings of the brand giant. Fellow blogger Hugh Macload, well-known in the blog community, expresses, “it occurs to me that my opinion of Microsoft has risen considerably in the last year…So what happened? A new product? Nope…Great new advertising campaign? Nope. Not watching much TV these days. Bill Gates gave all his money to cancer research? Nope. Not seen that much mention of him in the media recently.” It was through reading Mr. Scoble’s blog, that he started to like him and consequently like the Microsoft brand too. “In other words, he seems sane, reasonable, trustworthy, human and somebody who knows what he's talking about. Which to me helps make Microsoft seem likewise” (Macload).

Mr.Scroble didn’t know it, but he was indeed advertising for Microsoft. Now, in the consumer’s mind, there is no way to know for sure if this employer is paid to endorse his company. However, blog elders have been known to sense the lack of passion for the brand, and sniff out a fake brand pusher within a day of a posting. Steve Vice, the chairman of Ogilvy and Mathers, has bluntly stated, “If you fudge or lie on a blog, you are biting the karmic weenie and will be crushed like a bug, because the advertiser is fighting with very powerful forces, real people’s opinions” (Kirkpatrick).

“One guy and his blog, doing more real good for his company than any multimillion dollar ad agency campaign could ever hope to achieve” (Macload).

Robert Scoble's Personal Blog

A Theoretical Analysis of Trust in Blogs