Bring 'Em In, Then Let 'Em Go

As regulars here know, at CooperKatz we're running a blogging program for Vespa where we have invited four of their customer evangelists to blog on the Vespa corporate site. One is called Vespaquest, the other is Vespaway. The blogs are part of an integrated program where we manage the PR as well.

The Vespa program is among the more higher risk corporate blogging programs out there right now. Sure, we vetted our customer bloggers and gave them guidelines (PDF) to follow, but we don't control them. We guide and coach, but largely don't restrain.

Here's where it gets interesting. This morning one of “our” bloggers, Crystal Waters, had a few choice words about a BrandChannel article on Vespa that ran on BusinessWeek's Web site. Did we set her up for this? Definitely not. Were we happy about it? Absolutely.

It's far more credible when independent bloggers can go out there and say what we want to, without us even broaching the subject. That's pure unadulterated love for a brand that is authentic, real and compelling - and it can be challenged too. It's a terrific complement to Vespa's traditional marketing and PR efforts and makes it more likely that they will engender trust from consumers.

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