My Vichy assignment

If I were to give a very short advice to Vichy, Delphine and EuroRSCG, would be: "Understand technology before using it!".

While many people make technical errors when using technology (see this entry on a user asking how to get tipex out of a screen), more important errors are the ones can be made, such as the one described in the case.

This is my first blog, so it is easy for me to put myself in Delphine's shoes. Here is what I would have done to avoid her mistakes:


1) Contact bloggers, consider even hiring one to get some advice.

As I don't know the unspoken rules of this game, and also have no experience in it, to hire and have an experienced blogger on my side will help me to:

a) Not brake the rules of the game (e.g. create a fake character, without stating it or visit other bloggers site to give opinions, without stating I work in L'Oreal or EuroRSCG)

b) Have more chances of success as bloggers understand better what is the interest in blogging and what makes a blog a success

Also, although this may undermine the "surprise factor", I would consider contacting the most important french blogger, to send them information on our future campaign, asking them for the advice, and on the sake of transparency. Risk would be minimized as they would give their opinions in advance, and no one could say we have been trying to fool our consumers.

2) Balance risks and profits, think carefully of what I plan to win from the blog, how, and what the risks are.

Your profits and risks are different on what strategy you should follow. Different strategies could have been, depending on what they plan to achieve:

a) Make a blog with a fake character (stating it is fake, don't lie, we'll talk about this later). Profit is you are able to talk of your products in first person so that your clients can feel more identified. Risk is that you are trying to get your clients identified with one single personality, something that it is quite difficult (isn't the internet more about niches, and different tastes?)

b) Make a blog with an expert of the product that can state the profits of your products and answer questions. Profit is that you give a more serious/proffessional taste to your blog. Risk is that you lose emotional connection (the writer is not longer a client like you).

c) Get consumers to make your blog, tell their experience (maybe offer prices to participants). Profit is that they will be realistic, and this can be very powerfull if you have satisfied clients. Risk is that you attract angry consumers.

d) A mix of the above. Possibilities are huge.

3) Don't treat your customers as idiots, supervise carefully the content of your communication tools (specially blogs that can so easily be critisized).

When you are creating a fake character that gives a superficial speech, and expect your clients to feel identified, you may be saying you think they are superficial.

If your character fakes her voice, you will be looked as a company that targets fakers that are ashamed of their age.

4) Tell the truth if you are trying to be a trustfull brand. Identify yourself in your blog and in other's blog. You can still talk in first person, but put a clear note that this is a fake character.

5) Search for success stories, use google. Identify what makes a blog a negative scandal. Identify what makes a blog a success. Although back then she wouldn't have obtained so much info, probably she would have done better.

If you type in google "company blogs", one of the entries will be "How-To Create the Perfect Company Blog", and also "Examples of Great Company Blogs - Search Engine Guide Blog "

If you type blog risks for a company, your first entry will be "Communication Overtones: Top 10 Risks for Corporate Blogs ", that hits in the spot for Vichy's problem.

ONCE THE MESS IS DONE... I would make great effort to create a campaign in the blogosphere as well as in traditional media to undo the harm as much as possible, this time with full transparency. I would specially contact important bloggers that have been most critic, to discuss possible solutions, and how apologies should be addressed.

Just to wrap up, when you create a blog, you will have to deal with a lot of problems at the same time. This might happen if you are not well prepared: