The “my story” phenomenon: Can companies maintain control in a consumer mediated cyberspace? Angela Carroll : Leeds Metropolitan University Tony Aldred: Leeds University

Overview Traditional forms of brand communications and the control they bestow on brand owners is under threat As consumers join online brand communities, control becomes diffused and consumers gain voice via a medium which represents a unique private/public hybrid

Traditional forms of brand communications and the control they bestow on brand owners is under threat

As consumers join online brand communities, control becomes diffused and consumers gain voice via a medium which represents a unique private/public hybrid

A specific trend is the growth of blogging which allows individual consumers to gain authority status among the community

A specific trend is the growth of blogging which allows individual consumers to gain authority status among the community

Background Companies attempt to control not only the physical nature and message proposition of brands but the social meanings attributed to them in an attempt to place ownership on consumer lifestyles [Meenaghan, 1998] Traditionally this has been achieved by integration and intertextualisation of brand messages across media to develop interconnectedness between brand and popular culture

Companies attempt to control not only the physical nature and message proposition of brands but the social meanings attributed to them in an attempt to place ownership on consumer lifestyles [Meenaghan, 1998]

Traditionally this has been achieved by integration and intertextualisation of brand messages across media to develop interconnectedness between brand and popular culture

One way, one voice communication intercepted by increasingly marketing literate consumers who are arguably taking control, selectively taking relevant messages for mediation and possible re-interpretation [Aldred and Carroll, 2002] Can take place around ‘metaphorical campfires’ [Stockdale, 2001] and more recently via virtual platforms

One way, one voice communication intercepted by increasingly marketing literate consumers who are arguably taking control, selectively taking relevant messages for mediation and possible re-interpretation [Aldred and Carroll, 2002]

Can take place around ‘metaphorical campfires’ [Stockdale, 2001] and more recently via virtual platforms

Concurrent Trends Advertising consumed as entertainment [O’Donohoe, 1997] “ Shooting down advertisements” has become a sport [Bond & Kirschenbaum, 1998] Brands may acquire positive or negative values amongst peer groups which ultimately results in them being accepted or rejected

Advertising consumed as entertainment [O’Donohoe, 1997]

“ Shooting down advertisements” has become a sport [Bond & Kirschenbaum, 1998]

Brands may acquire positive or negative values amongst peer groups which ultimately results in them being accepted or rejected

Virtual Arena: Implications “ Virtual environments as a platform for relationships” [Mitchell 2000] “ A customer mediated environment” [Hoffmann and Novak 1999] ‘ Reverse marketing’ [Barnett 1998] “ Customer controlled interactions” [Evans et al, 2001] Growth of unofficial online brand communities [Muniz & O’Guinn, 2001] and progression to adoption of web blogging

“ Virtual environments as a platform for relationships” [Mitchell 2000]

“ A customer mediated environment” [Hoffmann and Novak 1999]

‘ Reverse marketing’ [Barnett 1998]

“ Customer controlled interactions” [Evans et al, 2001]

Growth of unofficial online brand communities [Muniz & O’Guinn, 2001] and progression to adoption of web blogging

Characteristics of Blogs Form of self-publishing which gives individual way to raise their voice via a medium which facilitates an ‘always on, always out there’ public personae [Spero and Stone, 2004] Encourages ‘content creation’ to a public audience [Lindstrom, 2004]

Form of self-publishing which gives individual way to raise their voice via a medium which facilitates an ‘always on, always out there’ public personae [Spero and Stone, 2004]

Encourages ‘content creation’ to a public audience [Lindstrom, 2004]

“ My story” phenomenon which empowers individuals and bestows authority [www.immediatefuture.co.uk] Communal forum with mutual exchange and critical respect [Walker, 2005] Blogosphere as ultimate vehicle for brand-bashing and smear campaigns [Forbes Magazine, 2005]

“ My story” phenomenon which empowers individuals and bestows authority [www.immediatefuture.co.uk]

Communal forum with mutual exchange and critical respect [Walker, 2005]

Blogosphere as ultimate vehicle for brand-bashing and smear campaigns [Forbes Magazine, 2005]

Who Blogs About Brands? CONSUMERS Advocates, Critics, Experts/Authorities Community Members, Chatters, Artists (pop culture) CORPORATE Real, Fake, Employee, Media/News, PR

CONSUMERS

Advocates, Critics, Experts/Authorities

Community Members, Chatters, Artists

(pop culture)

CORPORATE

Real, Fake, Employee, Media/News, PR

Brand Mediation: Cillit Bang

Brand Mediation: esure.com

http://www.luckykazoo.com/media/2005/03/e-sure-remix.html

http://www.luckykazoo.com/media/2005/03/e-sure-remix.html

Brand Bashing: “Dell Hell” June 2005 Jeff Jarvis complains about Dell on his blog Buzzmachine Hundreds and then thousands links, emails and comments from other angry Dell customers > Jarvis becomes spokesperson Story covered by American and European press

June 2005 Jeff Jarvis complains about Dell on his blog Buzzmachine

Hundreds and then thousands links, emails and comments from other angry Dell customers > Jarvis becomes spokesperson

Story covered by American and European press

http://www.luckykazoo.com/media/2005/03/e-sure-remix.html

http://www.luckykazoo.com/media/2005/03/e-sure-remix.html

Buzzmachine becomes the key on-line source for consumers with negative perception of Dell customer service Buzzmachine ranked eleventh most influential voice on Dell customer service in general www.immediatefuture.co.uk

Buzzmachine becomes the key on-line source for consumers with negative perception of Dell customer service

Buzzmachine ranked eleventh most influential voice on Dell customer service in general

www.immediatefuture.co.uk

Blogs: Potential Threat to Brands? Bloggers rely on blogosphere for news and information Single sourcing creates authority and “experts” Connectedness of the community results in strong affiliation and sense of belonging, cultivating bonds and relationships [Muniz & O’Guinn, 2001]

Bloggers rely on blogosphere for news and information

Single sourcing creates authority and “experts”

Connectedness of the community results in strong affiliation and sense of belonging, cultivating bonds and relationships [Muniz & O’Guinn, 2001]

New social terrain representing network of many to many communications [Evans et al, 2001] One dissatisfied customer can become thousands in a nano second [Maclaren and Catterall, 2002] Unique blend of public and private conversation, weakens or replaces corporately controlled story [Pitta & Fowler, 2005]

New social terrain representing network of many to many communications [Evans et al, 2001]

One dissatisfied customer can become thousands in a nano second [Maclaren and Catterall, 2002]

Unique blend of public and private conversation, weakens or replaces corporately controlled story [Pitta & Fowler, 2005]

“ The days of centralised ‘we own the community, we own the brand’ are over. People do it however they want, wherever they want” Jeff Jarvis, 2005

“ The days of centralised ‘we own the community, we own the brand’ are over. People do it however they want, wherever they want”

Jeff Jarvis, 2005

Brands Losing Control: Burberry http://blogs.warwick.ac.uk/bwilliams/entry/the_chavs_on/ http://www.chavmum.co.uk http://holmesreport.blogspot.com/2006/07/burberry-blues-if-you-thought-cristal.html http://blogs.guardian.co.uk/news/archives/2005/10/12/burberry_checks_ferret_fashion.html http://ipkitten.blogspot.com/2004/11/are-chavs-ruining-burberry-brand.html

http://blogs.warwick.ac.uk/bwilliams/entry/the_chavs_on/

http://www.chavmum.co.uk

http://holmesreport.blogspot.com/2006/07/burberry-blues-if-you-thought-cristal.html

http://blogs.guardian.co.uk/news/archives/2005/10/12/burberry_checks_ferret_fashion.html

http://ipkitten.blogspot.com/2004/11/are-chavs-ruining-burberry-brand.html

Blogging: Genuine Opportunity? Potential to harness blogging as a positive influence on brand communications [Business Week, 2005] Forge relationships with customers, providing means for customer to customer communications which bypasses unsolicited outbound contact [Szmigin et al, 2005]

Potential to harness blogging as a positive influence on brand communications [Business Week, 2005]

Forge relationships with customers, providing means for customer to customer communications which bypasses unsolicited outbound contact [Szmigin et al, 2005]

Creating Community: Microsoft http://scoble.weblogs.com/2005/10/09.html

http://scoble.weblogs.com/2005/10/09.html

Opportunity for consumers to contact brand owners in their own time and in their own way Need for genuine consumer-centric approach which facilitates amore unfiltered dialogue with public [Maclaren & Catterall, 2002] Trust and bonding will not develop if medium is perceived to be too commercialised and hence lacking credibility [Muniz & O’Guinn, 2001]

Opportunity for consumers to contact brand owners in their own time and in their own way

Need for genuine consumer-centric approach which facilitates amore unfiltered dialogue with public [Maclaren & Catterall, 2002]

Trust and bonding will not develop if medium is perceived to be too commercialised and hence lacking credibility [Muniz & O’Guinn, 2001]

Fake Corporate Blogs: Barry Scott http://www.barryscott.blogs.com

http://www.barryscott.blogs.com

Brand owners as mediators of brand communications rather than controllers

Brand owners as mediators of brand communications rather than controllers