Dove reaches out to bloggers with chocolate
I have only one problem with the recent blogger outreach marketing campaign put together by Matchstick for Dove, and that is the idea that the boxload of chocolate they sent you is supposed to be shared with your friends and family. This chocolate is really good. My instinct, frankly, is to hoard it all for myself.
Nonetheless, I did go ahead and share it, and the results were pretty unanimous. Most of my friends and family really liked it, from the packaging to the flavor. Dove has always been one of my favorite chocolates, infinitely superior to most of the chocolate available in grocery stores (which is where I usually gave in and bought chocolate, frankly). So when a friend forwarded me a link to a blogger outreach program that promised me FREE chocolate in exchange for being contacted a few times by Dove/Matchstick, I was thrilled. The program, which I was also interested in—there is a whole chapter on how to market successfully in the blogosphere in my book “Buzz Marketing with Blogs for Dummies” --did everything right. There was no requirement to blog about the chocolate, although clearly the folks running the campaign hoped the bloggers who got chocolate would do so. In fact, the information sheet that came with the chocolate urged the participating bloggers to “let your friends know how and why Matchstick has made you a part of this program and what your involvement is.So high marks to the chocolate, and high marks to Matchstick.
The “Dove Pleasure Kit” arrived with about 18 small packets of chocolate, each containing four pieces. I believe the person who interviewed me for the program called these “purse packs” and these were the easiest to give away to friends. There were also four full bars of chocolate, and three packages containing individually wrapped pieces. For good measure, the kit also contained a Dove journal (for your scintillating thoughts on chocolate, perhaps), a “foot pampering” kit, a wine glass, and the whole thing was packed in a tote bag. Just as the sayings on the inside of the individual chocolate pieces are, the whole kit/program was target to a female audience. I had never previously considered exfoliating my feet while drinking wine and eating chocolate, but anything for science, right? You can see photos of the entire kit here: http://www.flickr.com/photos/supersusie/tags/dove/
There were four kinds of chocolate in the kit: Milk, Dark, Dusk, and 71% Cocoa. My favorite, by far, was the new flavor, “Dusk” which is a mix of milk and dark chocolate. The overall flavor is deeper than milk chocolate, less cloying sweet, but without any of the dryness or even bitterness that dark chocolate has. Oddly enough, although I usually prefer dark chocolate to milk chocolate, I liked Dove’s milk chocolate better than the dark. Perhaps just on the edge of being too sweet, it was better “in the mouth” that the dark chocolate, which didn’t melt as nicely and seemed a tad waxy. My least favorite was the 71% Cocoa, though this didn’t surprise me—I haven’t liked much of the cocoa bars I’ve tried, regardless of brand.
So, my thanks to Dove for the chocolate. I highly recommend it!
How much should you share online?
Emily Gould has written a lengthy piece for the New York Times’ Sunday Magazine about her time as a writer for the gossip blog Gawker. The piece, titled ”Exposed” is something of an exploration of how far you can go with sharing your private life on a blog, and the lives of others.
In it, Gould says:
The will to blog is a complicated thing, somewhere between inspiration and compulsion. It can feel almost like a biological impulse. You see something, or an idea occurs to you, and you have to share it with the Internet as soon as possible.
I’m often asked about privacy concerns when it comes to blogging. Many people describe privacy concerns as a generational thing and generalize broadly to say that younger people are happy putting up pictures of themselves and those in their lives on Facebook, or posting their thoughts about sex, relationships, and jobs in their personal blogs; older people aren’t. It really isn’t that simple, however, and like Gould has done, sometimes you may find out what your own comfort limits are only by crossing them.
For me, the guideline is this: I will put online—in any online space, regardless of password protection or site membership requirements—information I would feel comfortable sharing with a friendly stranger I speak to on the street. Would I be willing to show someone like that the photos I had taken for publicity purposes? Of course, and I’m also happy for that person to get a glimpse into my interest in knitting, travels, and life via the photos I share on Flickr. Am I OK with sharing my professional background and experience online? Yep, and I do that on LinkedIn. How about Facebook? That social networking site has spaces for me to tell people about my interests, relationship status, and the books I’m reading, and yes, I’m happy for pretty much anyone to have access to that stuff. By most standards I’m pretty open. What I don’t share online—anywhere online—are the private details of my life. The things I might share with one or two close friends in conversation, or that I might perhaps only tell my husband. (That sounds reasonable, doesn’t it? Well, lots of people share everything.) I don’t blog about my friends much at all, their trips, travails, employers, and so on—even if that information seems innocuous, it isn’t my information to share. I don’t blog about my health, I rarely blog about my politics, and I never, on any site, use information that could be used for identity theft, like my date of birth, government identification numbers, and so on. For 10 years, this wavy line in the sand has worked for me, at least so far as I know.
So I’m curious, where do you draw the line? And why do you draw it where you do?
IZEAFest Conference in September: Educate and Connect Bloggers & Advertisers
Looking for a September tech conference (why is it most tech conferences are in the spring, anyway?)? Consider IZEAFest, September 11-13, 2008. It takes place in Orlando, Florida and promises to let you:
Connect with other social marketers and content creators
Meet innovative and creative internet personalities
Learn how to become a well-rounded blogger
I’ll be personally helping to fulfill those promises by speaking on the topic of Improving Your Content, which I’m really excited about. It’s going to be a fun event. And folks, it so reasonable! Register right now for $50.00, and after May 14 for just $65. You really can afford this one.
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