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gencies and blog harvesters such as nuffnang technorati and foodbuzz to farm bloggers in order to make money on the back of this free resource typically it works by charging brands for harvested email databases or for permissions received from the bloggers some harvesters will potentially pay bloggers a small fee lower than market value for commercial digital insertions in return others companies to farm bloggers are market research companies and new hybrid harvesters who charge bloggers to be part of a directory that will build page rank and seo plus marry your blog with advertisers and pr agencies trust issues it is a given that journalists salaries are derived from publications advertising revenue and hence edited opinions can be biased so blog readers typically cite their interest is due to content being unrestrained by editors advertisers or a commercial publication s particular values or politics marketers are aware that many of the public have eschewed papers and magazine for blogs in search of the truth so blogs appear to have integrity it is generally supposed by the public that they are not affected the way that news has been tainted they represent jo average s opinion so when a blog broadcasts about brands the reader assumes it is a personal and unbiased opinion and recommendation that has not been initiated by an advertiser or fuelled by supplied content but this is increasingly not true a blog post can be a stealth marketing brand ninja especially where many amateur food bloggers have not publicly declared their shift to becoming professional salesmen or pro bloggers in exchange for gifts or money this is compounded by the fact that bloggers seem to be unaware of the accc advertising and selling standards stating advertisers should ensure that consumers are aware of the fact that a commercial message is being presented bloggers are required to clearly mark that the post is a sponsored piece as per an advertorial or infomercial is transparent about its bias it s possible that many pr agencies and marketers seem not to know this either or perhaps are happy to parlay the deception and puffery since some food blogs have already fallen under the spell of the pr machine the term flogger blogger has emerged by this i mean when a blog that feels to all intents as though most posts are actually subliminal ads designed to have your friends share the good word and generate publicity for a brand by spreading the post across the internet conversations and by email ultimately this is the goal of marketing through amateur bloggers the seduction of eve i think that most australian food bloggers have innocently entered the media as a place to air their thoughts but appear vulnerable to the potential traps of that space the traps i refer to are those of potential loss of integrity and falling victim to commercial manipulation and i sense that some food bloggers are falling victim to fox and crow syndrome so what are the tricks to look out for behind most modern marketing tricks is psychology the study of human behaviour and how to take advantage of these insights to assist selling things according to george k simon successful psychological manipulation primarily involves concealing aggressive intentions and behaviours also knowing the psychological vulnerabilities of the victim to determine what tactics are likely to be the most effective the most fundamental aspect that is taken advantage of by marketing and advertising is the human desire to feel good it is thought that we tend to see our life as judged against other people and that our happiness is relative to this we compare our lot against others richer people do get happier when they compare themselves against poorer people but poorer people are less happy if they compare up that is why marketers target our self esteem when aiming to seduce us for their purposes nathaniel branden in 1969 defined self esteem as the experience of being competent to cope with the basic challenges of life and being worthy of happiness according to branden self esteem is the sum of self confidence a feeling of personal capacity and self respect a feeling of personal worth he also claimed that any positive stimulus or incentive will make a person feel comfortable or at most better with respect to themselves for just some time so when a pr company brand or marketer approaches a blogger to promote their cause they will like eve s serpent cajole and flatter us tell us that we are deserving of special treatment and offer a sense of personal exclusivity that will make us feel a step ahead of others they will talk it up with honeyed terms such as you have been especially chosen to become a brand ambassador or appeal to your desire to have something you can t afford society has been warned against this behaviour for all of time religion and the arts play it out as an enduring theme cautioning against allowing our shallow desires to trip us up yet it proves constantly irresistible to this day the tactic of positive reinforcement is one of the most powerful to encourage bloggers to generate income for others with no significant remuneration in return for their services a mere pat on the head i like to think of the next trick as summed up by the adage beware greeks bearing gifts the trojan horse analogy while we may warn children not to go with strangers offering gifts bloggers seemingly also neglect to take that advice instead they are fooled into dropping their guard a blogger s vulnerability in this case is typically coined in psychology as using reciprocity the trick is when given something for free we feel obliged to return the favour so in our circles when offered a free meal product event book etc we feel indebted to write a blog post about that gift often without criticism or significant insight like a dutiful child we write a public thank you note on social media platforms which form free publicity for the marketer brand service or venue we take photos design and cultivate a post often giving away our intellectual property rights in the bargain and with theoretically even better results for the brand than ads because blogs communicate to exactly the right consumers for the promotion so the marketing goal is achieved for virtually a fraction of the cost spent on advertising or loyalty marketing the blogger has obligingly become a puppet as a brand salesperson in return the blogger likely receives a regular deluge of press releases with the expectation of future publication each time with little or no further reward or remuneration for giving away many thousands of dollars of free pr in the psychology of persuasion this is known as consistency people want to be consistent with previous actions if they said yes to something in the past they re more likely to say yes in the future meanwhile the pr agency that approached the blogger in the first instance will be receiving a monthly retainer for their services and possibly project fees but who really is doing all the work here who has generated the sales who deserves to be paid it is the blogger in some other blogging circles particularly pro blogging and the influential fashion beauty and parenting blog communities this has begun to change with some bloggers receiving fees directly for their publicity sex and greed and power the adage sex sells referring to scantily clad women in advertising is an old cliché but sexy is not always so literal the psychological equation for using sexy persuasion on a blogger for the purposes of converting them to brand salesmen is greed power the tactic used appeals to their materialistic impulses to narcissism and to jealousy the technical psych theory is sexual attraction arises when the person is stimulated through the vanity mode of narcissism it engenders admiration for compatible personality characteristics excitement arises when the person is stimulated through the self pity mode of jealousy engendering physical intimacy and passion which theoretically will result in eager and enthusiastic broadcast relative to bloggers for the social type person power is channelled through jealousy for example subconsciously this blogger junket will make me feel good and my friends colleagues etc envious they ll likely find me even more fascinating hence the blogger may unconsciously feel sexier for there is social approval and admiration from others for the self focused person power is channelled through narcissism eg they ve spotted how good i am so they ve given me a money can t buy experience i m getting something huge for nothing the subconscious perception of social reinforcement makes the blogger feel powerful and that in itself is sexy to many the overall picture is most people unless aware of the tactics can be manipulated in blogger outreach programs the brand they will promote is getting the blogger s services and time for a fraction of the usual marketing budget by making the blogger feel a bit sexier giving them a sense of power and all by appealing to their vanity in order to make them brag in return the blogger gets a temporary hedonistic head rush and feels an obligation to the brand when they come down off the back of their experience the spin cycle so how do else do marketers appeal to a blogger s deep human impulses for commercial manipulation they use spin spin is making a silk purse from a sow s ear or spinning gold from straw it is a form of deception to make something more enticing than it may appear in the cold light of day it takes the consumer s aspirations and projects them on a product venue or person often putting spin on an item avoids facts and focuses on implied benefits and when applied to politics is termed propaganda using psychology to understand what pulls at the heart strings of the target market an advertiser will know exactly how to project something to make it seem enticing and highly desirable to consumers spin doctors are primarily the creators of consumer zeitgeist future cool cool hunters and the initiators of global trends they read public sentiment understanding how economic movements affect public values and shape cultures now when something is suddenly hot often it is because key community influencers like bloggers were persuaded by the hype publicity and promotion generated by spin as an example consider the current australian fascination for macarons it started buzzing amongst sweet and bakery enthusiasts and was identified by spin doctors as a possible emerging trend within the culinary fashion for small indulgences such as dim sum mezze and tapas from here it began reaching into online food communities sometimes via astroturfing sock puppetry and link baiting advertisers and journalists now typically eavesdrop on social media platforms so once they picked up on the emerging vogue the macaron buzz then made its way into commercial marketing and food media and the coup de grace was an appearance on australian masterchef which in turn exploded its popularity into popular mainstream appeal the concept has rippled back from the mainstream into blogging communities beyond food and across twitter facebook and other popular communities there have been a flurry of macaron shops books recipes and classes by those jumping on the bandwagon and finally it has resulted in a demand for 400 macaron towers that s a purchase that three years ago would have sounded totally absurd and not at all enticing to the general public and it was all in the spin nailing your colours in my last post i stated that i feel it is time for food bloggers to nail their colours to the mast i have witnessed the original integrity of blogging as being diluted by advertorials and product placement while i have my doubts about the value and quality of blogger outreach in australia it is not something that is going away my stance with clients is that online influence and viral marketing reach in australia comes voluntarily from bloggers perceived as having high integrity not just whoever responds to a pr call those who write commercially sponsored posts have a duty to inform readers or subscribers that a post is an advertorial which will allow them to determine bias unless presented with a contract or express a commitment to do a piece a blogger is not obliged to write about a blogger bribe they have received and should a blogger consider publishing a sponsored post based on a product event or reader giveaway i feel that they ought to be entitled to ask for payment ahead of posting it it is to all intents an advertisement for which the blogger provides the media and the content if you have no desire to engage with brands and no wish for your blog to be a vehicle for their sales pitch you may already be annoyed by spam press release emails because there are some grey areas regarding permissions the acma recommends those who do not wish to receive commercial offers put a non solicitation disclaimer on your blog just as i have in my sidebar under the subhead email i placed it there because typically email is the key word a commercial email harvester is looking for when i receive pr spam in spite of this typically i respond by drawing attention to the statement in australia by law there should also be an unsubscribe link on the email which i will use if i trust that it is a verified australian pr agency and if the spam persists i am not above reporting the email as contravening the spam act 2003 in deciding whether to participate in promoting commercial messages on your blog consider the theory of the hedonic treadmill according to this theory as a person makes more money their expectations and desires rise in tandem which results in no permanent gain in happiness after years of working with brands i find i don t need much in the way of consumer durables and hedonistic activities to be happy close ties to friends and family plus good health are the things that count most to me i don t merit grinding away on the treadmill to generate money for brands without being paid for it when i come across something i like i will tell you about it and you can trust that it was not skewed or initiated by a third party most crucially i ve learnt that keeping things simple ultimately makes you happier and better respected with this integrity your opinion is trusted and well regarded and unlike free gifts it brings lasting happiness 21 comments labels branding comment eatdrinkblog f and b food and beverage marketing food blogging food writing marketing marketing chefs social media older posts home subscribe to posts atom about me stickyfingers melbourne australia once upon a time on the fringe of a growing city of armchair gastronauts the wind swept a free spirit into the kitchen of a little house by the sea and curious about her philosophical musings it stayed to watch the world through her eyes carrying her dreams on the breeze to the far corners of the world view my complete profile 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