Flickr has lots of camera enthusiasts and Nikon noticed this ever growing rating format and leveraged it. Their stance was to corral anyone who was passionate about photos, images, cameras. By carefully monitoring who was leading the conversations, Nikon identified the most persuasive enthusiasts and incited them to become an evangelist for Nikon. First, Nikon bought advertising programs to get immediate attention and eyeballs to the count of 30000 Nikon users sharing photos on Flickr. Nikon goes in daily to Flickr, engaging with people, literally the staff from Nikon is doing this. These are people who have real substantial things to tell these people. Lets be clear, not so much marketing people, rather more enthusiasts, technical specialists from Nikon. Nikon went after the 1% of Flickr user base and seduced them with free goodies to get them to talk about their cameras. Now, Nikon groups are some of the most active on that network. This is a great example of a company identifying an existing group of enthusiasts and taking advantage of that opportunity to engage with them The cel phone company, Nokia for the last two years has been sending cel phones to passionate bloggers, absolutely free. The recipient is encouraged to write about it and of course, keep the phone. Nokia isnt stupid. Everything the user writes about that phone or comments will be indexed from the Nokia website and in fact, they link to every blog entry about Nokia phones. By the way, there are some …
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