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March 23, 2008 Product Placements Posted by Daniel Shugrue at 11:34 AM | Categories:

"Raj, Bohemian" by Hari Kunzru is a short story about a young hipster who gets weirded out after he discovers that people whom he considered to be friends are actually hawking product. Do real friends not recommend products to other friends? Is working for a company and "pushing" product on friends wrong? Is the character right to become upset? I think I know what Kunzru's take on this is, and I'm guessing he might not appreciate the notion of S60 Ambassadors. I saw plenty of parallels in the story to various forms of "shill" or even "Word of Mouth" marketing.

I'm curious to know what some of the S60 Ambassadors who took part in our pilot programs think. Maybe I'm just rationalizing, but the big difference between the characters in this story and S60 Ambassadors are twofold:

1) S60 Ambassadors promise to be upfront about the fact that they are in the S60 Ambassador program, and
2) We don't actively recruit hipsters (tho I'm sure some of you are) to be S60 Ambassadors, anyone who reads the blogs and forums can join. Our preference, rather than hipsters, is for techies. But again, the application process is open and transparent.

Check out the story here if you're curious to see the author's take on what "Permission Marketing" may or may not have become.


Permalink |

Comments

Hey there Daniel.

I believe we, Ambassadors, are a bit different from the story. I always talk to my friends about new products and technology, and now being part of the programme, I just get official permission to do what I really like, which is gadget talk (software in this case).

Posted by: Meraj Chhaya | March 23, 2008 04:01 PM

Dan,

Rather than focusing on just techies, why not regular folk? As I use my Nokia camera phones, I find that folks ask questions and then when they see the photos they are impressed.

Frankly I think you should recruit some Mommy Bloggers for best traction... Those ladies are connected, and not to the tech bloggers either (tech bloggers seem to know only other tech bloggers, usually male). Ask Niall Ferguson about the time he when he was still at Technorati how he got Mommy Blogger Mobbed.

;o)

Posted by: Ms. Jen [TypeKey Profile Page] | March 24, 2008 10:01 PM

I agree with Ms Jen, there should be a diversity of people marketing S60, as long as they know what's going on, but for that usually a techie will provide more insider information and detail

Posted by: Meraj Chhaya | March 25, 2008 09:32 AM

Ms Jen and Meraj: Absolutely. Anyone can become a fan, and sometimes one person's "techie" is another person's "newbie". I write about this (sort of) in my "Heavy vs. Light" post.
http://blogs.s60.com/consumed/2007/08/heavy_and_light_s60_loyalists.html)
Bottom line is that no one is excluded from being an S60 Ambassador, anyone can sign up.

Of course we get our sign ups from the general S60.com population, and the demographic of that viewership skews towards young males with an interest in tech (as opposed to, say, fashion).

Posted by: daniel shugrue | March 25, 2008 09:43 AM

As a new ambassador, I'm trying hard to do it without 'pitching' or 'hawking'.
I have tech friends, and I've dragged at least two of them to the S60 world before the whole ambassador program. And there's one who's got a Windows Mobile phone who's in my sights ;)
But kidding aside, I have had bad experience from 'hawking friends' one especially bad Amway case springs to mind.

Posted by: rafaelg [TypeKey Profile Page] | March 25, 2008 07:01 PM

to me, this is totally different from any friends of mine trying to get me to join some cultish pyramid scheme, in that we are just telling our friends what cool stuff you can do with your toys.
you figure you make friends with similar likes. if you like tech, your friends will like tech.
and as for the ambassador program, i wasn't approaching random strangers when i did it, although there were those that you figure would enjoy it, i.e. the tmobile store employee.

Posted by: jon | March 26, 2008 09:35 PM

As long as it's out in the open and you aren't trying to hide the fact you're "shilling" for a company, I don't see a problem.

Posted by: Yaotl | March 31, 2008 04:43 PM

I've been telling people(especially whenever the subject of the iphone comes up) about s60 and how great it is to have an open platform for a device that remains simple and easy to use while giving the owner choice and control over how it looks and operates, and I've been telling people about Symbian for years now, ever since I got my first 6682. Since I was already doing this, joining the ambassador program was a rather obvious move.

I do worry about the dystopian future presented in the short story, though, because so many people are impressionable enough to let that happen to them.

Posted by: Mr. Gunn | April 14, 2008 12:28 PM


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