Blogging for engagement is a powerful technique. But what about engaging with other bloggers?
Engaging readers via passions and values is valuable — whether you’re aiming directly at customers or at influencers.
It’s why Nikon just launched an outreach program aimed directly at bloggers; for six months, they loan a Nikon D80 digital single lens reflex camera to 50 bloggers.
At the end of the period, the blogger can extend the test another six months, buy the camera at a discount rate, or send it back.
While there’s been some criticism of the program (one wag called it “blogola”), it’s clear that Nikon has already recouped a significant amount of online PR. (A Google search suggests a lot of traffic on the subject.)
Last year, Nikon loaned D80 cameras to a handful of Flick’r shooters, and that program was clearly successful. (If not, why would they do it again?)
What’s Your Outreach Program?
One of the strengths of blogging for engagement is that other bloggers can broadcast your “values and passions” message to their readers.
It’s one way the blogosphere and social media worlds amplify your message — provided your content is compelling.
In this case, Nikon’s clearly nurturing an image placing them squarely among the ranks of connected digital users.
What are you doing to reach online influencers? Loaning cameras to bloggers might be a bit extreme, but what can you do to put your product in the hands of connected users?
And more importantly — and I speak for all my readers here too — Nikon, where’s my camera??
Keep engaging, Tom Chandler.