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Does viral marketting really exist?
ArcAngel3
Member Posts: 2,931
Do employees of software companies really pose as fans in an attempt to deceptively market their products?
Well a link from a friend in another thread led me to this interesting and illuminating article:
"UPDATE 14/12/06: Sony of America have admitted that the ploy was indeed their idea and have released this statement:
Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn't a real hip-hop maven and this site was actually developed by Sony. Guess we were trying to be just a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP.
Sony Computer Entertainment America
They've also removed comments from the site. And the video from YouTube. The least they could do is leave it up there so others could learn from their mistakes.
Gamers across Web 2.0 are shaking angry fists at the latest alleged viral marketing campaign orchestrated by Sony. Piggybacking the YouTube bonanza, the company has hired "consumer activation" firm Zipatoni to create a false video-and-blogging approach to generate interest in their flagging PlayStation Portable handheld machine. The video/blog/ads featured people portending to be authentic PSP fans creating messages of love/want for the console, but were quickly uncovered by SomethingAwful.com's dedicated base as superficial facades shielding mouthpieces for the corporation.
In the past, Sony's award-winning PlayStation brand ads were celebrated for their creativity and innovation. Their recent campaigns, including an ill-advised series of graffiti art, suggests that they are having difficulty getting a handle on the bottom-up, community driven opportunities made possible with social software.
As I (and others more qualified than I) have commented before (under a different guise), big business must tread carefully if it wishes to employ "yoof" tactics to generate interest in its brands. Blogs and other social software rely upon the trust of the reader, which is why links, references and disclaimers feature on many (not all) posts. Transparency is key in the modern advertising-savvy marketplace. Bad fakes can be spotted a mile away, and good fakes often get found out with a fanfare of negativity. As an aside, I'm very curious how the YouTube-viewing public will respond to lonelygirl_15 when she makes her first above-the-board debut.
Unfortunately this latest attempt to integrate with the MySpace generation on their own terms marks another instance in Sony's recent PSP campaigns which consumers claim is undermining their trust. The most important currency online is trust. rhino86, a SomethingAwful commenter, sums it up succinctly:
and today class we are going to learn about how viral marketing can fail miserably and create distrust and hatred in our user base.
Interactive advertising is so much more than throwing a few irritating pop us in front of content or putting placeholders in the latest software du jour. It needs to start from the community, perhaps - if needs must - sparked by a few good ideas.
Why can't they stick to bus stops covered in bubble wrap?"
So, it would seem that people working for Sony really have posed as consumers in attempts to sway other (actual) consumers to buy their stuff. It also seems that third party companies are contracted to do this. I've noticed on rare occasions the same name posting what might be described by some as viral marketting material both for SOE and Funcom games. At the time, I jokingly asked if these companies were outsourcing their marketting these days. Maybe this wasn't far from the truth 0_o.
This is, by the way, now a criminal offence thanks to the Federal Trade Commission.
Comments
Well, since they are known for doing it before, and are also known to not learn their lessons from the past, I'd say it's HIGHLY possible they do it.
fishermage.blogspot.com
because usually, fighting fire with fire leads to a bigger fire.
It is wrong to willfully misrepresent yourself under any circumstances.
fishermage.blogspot.com
Viral Marketing has been around for ages. Back in the days of "cure all ointments", it wasn't uncommon to find the seller paying a random soul or two to "support" the product as an actual user or fan. Its been a common practice for many advertisers for eons now. As for Sony using it....well....they've a long history of choosing the WRONG path each time they come across a fork in the road.
A shame that our entertainment corporations have fallen from an institution for the people to one against us. Apparently, these days, we must be TOLD what to like. That very ideal has always left a bad taste in my mouth. I defy it to this very day, and shall continue to do so until my dying one.
Ah the old "other people are committing worse crimes, so this one should be overlooked defense." There's a name for this actually: http://en.wikipedia.org/wiki/Rationalization_%28psychology%29
Why are you defending viral marketting anyways?
I'm sure you believe that, and I bet Smed does too. Ironically, one of the things that makes WoW so successful is how "nice" they are to their customers.
But there really isn't.
You see, powerleveling, gold selling....these are problems brought to us (the consumer, and fan) by outside parties that operate AGAINST the company. The company isn't trying to treat us bad, someone else is just trying to profit off them in a negative way. In THIS situation...the negative element is being brought to us directly by the company itself. It is an immediate blanket of lies and lack of personal faith in their work. Viral Marketing is essentially selling a lie to your fan, and spitting in his face in regard to his own right to hear a fair testimony.
This discussion is centered primarily on viral marketing. It does not delve into those other topics, because they hold no bearing on this one. They are outside influences, this is an inside one. We need not discuss every sin in the bible just to discuss the sin of lust. Its perfectly fine to simply discuss lust. Equally, it is fine to simply discuss viral marketing. It does not matter what other issues there are...you can start a thread and discuss those. The existence of other issues does not weaken or invalidate the seriousness of THIS one, however.
...is there any doubt at all that they do this type of stuff? I don't know ANYONE who LIKED the NGE. Even my friends who still play it only play it once every 3 months when they're tired of their real games.
In fact, I think there are a few on SOE's payroll around here and frankly, Sony needs to give them new buzz words and scripts if they're going to protect the crap Sony's shoveling...
I'm a nice guy, retired at 45. I wanna finish last. Rich, happy and really old.
Knowing there is a lot wrong with our world is not the same thing as siding with it. That is what you appear to be doing here. I see no reason for doing so, ever.
fishermage.blogspot.com
This sounds like viral marketing to me. Your argument is bogus.
fishermage.blogspot.com
This is the "everything is evil" argument. It's not an argument, and sounds like viral marketing. Obviously you know your argument is irrational; the on;y question is, why are you doing so?
fishermage.blogspot.com
"If you don't take care of your customers somebody else will."
Does viral marketing exist in today's economic climate? Of course it does. It's an inevitable byproduct of the "let's-get-the-profit-now-and-to-hell-with-the-future" mantra that far too many companies are willing to sell out their ethics to subscribe to.
However, it's up to the discerning consumer to recognize a true viral marketer from someone who is just stating an honest opinion. And when someone with a differing opinion is automatically tabbed as a "viral marketer," it deflates the credibility of those that make that accusation. In my opinion.
True viral marketers are easy to spot. Throwing out blind accusations is not the way to do it.
Well, hang on a sec.
By saying "SOE is beyond this point," that basically paints everyone who does not march in lockstep with the "SWG is the worst game ever" crowd as a "viral marketer." Which is 100%, grade-A bullshit.
sony is guilty of viral marketing, bait and switch tactics,paying for good reveiws,using drm,using pirated software.....and the list goes on.
Well, hang on a sec.
By saying "SOE is beyond this point," that basically paints everyone who does not march in lockstep with the "SWG is the worst game ever" crowd as a "viral marketer." Which is 100%, grade-A bullshit.
apparently they are guilty of brainwashing as well.
"If you don't take care of your customers somebody else will."
The only thing that really bugs me is that some people always claim someone is a viral marketer when they disagree.
I am not doubting that such devious ploys exist, I am merely uncomfortable with how easily someone can be accused of such a thing just because they do not agree with the views others have.
I call em like I see em. In the game sometimes the get something RIGHT (game update 5 looks good, viable faction armor) other times they get it wrong (NGE, no classic server, constant profession nerf cycles, bugs etc,) but again these are just my opinions. When someone strongly disagrees with me, I do not say --- ooo well you must be on <insert company/game product here>.
Frankly, I think most people here have some real points in their perspective and viral marketer attack just diminishes the merits of discussion.
You can see the viral marketing of SOE happening on this site right now.
Anyone notice the influx of posters all saying the same thing since the living legacy program? Almost to the number they all say "blast" about how the game is, never any other word. They all have accounts a few years old, but very low post counts and activity. The kicker is they all say they have been playing their respective game for a week or three and all claim that the games populations are increasing. They always make sure to mention that populations are doing well.
I would swear it is the same person just juggling words around on several premade accounts.
I look at it as a write off and nothing more , comments like that rarely come from productive debaters anyway.It's a tool employed to diminish an opinion that they otherwise couldn't refute.
As an example Poster (A) posts " I'm a pre-cu vet , Tried my free trial, enjoyed my time ingame " Poster (B) Replies " Lies , No pre-cu vet would enjoy NGE. You must be an SOE employee."
How do you respond to such a statement ? IMO you don't , Toss the asshatery aside , AND you're left with little substance. Poster b obviously has no interest in discusion , His/her motive is to bait (A) into a nonsensical slugfest. Leave it and move on , Best way to handle a troll IMO . As hard as it can be at times .
For every minute you are angry , you lose 60 seconds of happiness."-Emerson
I look at it as a write off and nothing more , comments like that rarely come from productive debaters anyway.It's a tool employed to diminish an opinion that they otherwise couldn't refute.
As an example Poster (A) posts " I'm a pre-cu vet , Tried my free trial, enjoyed my time ingame " Poster (B) Replies " Lies , No pre-cu vet would enjoy NGE. You must be an SOE employee."
How do you respond to such a statement ? IMO you don't , Toss the asshatery aside , AND you're left with little substance. Poster b obviously has no interest in discusion , His/her motive is to bait (A) into a nonsensical slugfest. Leave it and move on , Best way to handle a troll IMO . As hard as it can be at times .
When I read posts like what your refering too I can clearly understand why people doubt the credibility. For example, when im ingame having a great time!!!, I dont think hold on... im just gonna go afk, switch to desktop and log onto a 3rd party website and post in the manner that they do to an audience who clearly if it were true would be playing the 5 year old game. Clearly the game is in dire times especiially as the game can only be found from one point now (excluding ebay for original discs).
Its the 'way' they post and what they say within it that sets alarm bells going. If this truly an example of viral marketing on a positive spin then it is done badly as it obvious.. and customers will call it as they see it.
Just to counter the cant argue point... how can you argue with a viral marketer?? they are both arguing for two different reasons, one for profit the other for interest. People will go to certain lengths with respect for earning money. Which is sad as it has no place here.
I personally believe viral marketing exists within the industry and maybe im just being paranoid... but that doesnt change the fact that it is happening.
/tinfoil hat is stil stuck......
"Obi-Wan Kenobi: We were decieved by a lie; we all were. It appears that SOE is behind everything, including the NGE! After the death of CU, the NGE became their new apprentice."
Yes - viral marketing exist and it even happens right here on MMORPG.com.
Sure viral marketing exists and sure sony practices it , PSPFAN anyone? I can see your point if a post like that is a thread starter ( no reason to start a thread in that manner), But anytime someone says it ?
For every minute you are angry , you lose 60 seconds of happiness."-Emerson
Sure viral marketing exists and sure sony practices it , PSPFAN anyone? I can see your point if a post like that is a thread starter ( no reason to start a thread in that manner), But anytime someone says it ?
On that I would agree, it should be one of those topics that isnt banded around 'willy-nilly'
as otherwise it diminishes the value as a counter to an argument.
I was also just thinking.. to put the cat amongst the pidgeons and all that.... viral marketing works both ways... how often do competing companies attempt to "paint" a bad picture via this method.
Im gonna stop thinking now as it hurts.
/tinhat is tuned into mtvdance
"Obi-Wan Kenobi: We were decieved by a lie; we all were. It appears that SOE is behind everything, including the NGE! After the death of CU, the NGE became their new apprentice."
Good point SWG aside ,I've seen some questionable posters on other forums in the games list here (cough AOC cough...).
Posting excessively negative comments(mostly about things that haven't even been implemented yet) , Yet they seem to always have sigs representing games like LOTOR,WOW and WAR .Or include recomendations for those games along with their rant . Anytime someone puts in a plug for a game while tearing down another , Ignites redflags for me .
You don't have to be paid to be a marketing asset .
For every minute you are angry , you lose 60 seconds of happiness."-Emerson
All business ethics are questionable from a consumers point of view. If it were fraud people would have gone to jail. Smedly isn't doing time so obviously his legal staff is better than yours. If you don't like a compnies practices don't buy their products. There is no "we". Your opinion is your own. Don't expect everyone to fall into lockstep because you think or feel that way.
Does viral marketing exist? Yes. Does SoE do it? Maybe. Does it work? Sometimes.
Lots of people guilty of fraud are not in jail. If there is no "we," then you have no reason to try and tell people how to react when they don't like a company's practices.
fishermage.blogspot.com