« 失言宰相のピンボケ発言 | Main | ビジネス ブログ ブック »

February 21, 2005

ココログブックスコンテスト事件とマーケティングパラダイムシフト

  • 販促策として実施したコンテストでの不手際が重なり、人気ブログの離脱が相次ぐココログ。

  • もっとスピーディーに適切な対応が取られていればここまで問題はこじれずに済んでいたはずだ。

  • マーケティングのパラダイムシフトが進行していることに気付けなかったニフティ社が犯した過ちを知ることは、ブログのビジネス利用を考えている他の企業の人々にとっても他山の石として大いに参考になるだろう。

poohpapaさんのブログ「悪徳不動産屋の独り言」が多くの人々に惜しまれながら店じまいしてしまった。看板の厳つさに反して人を思いやることを知っているpoohpapaさんならではの暖かい筆致で綴られるコラムで、多くのファンを抱えていたし、「Google」のページランクでも4/10と個人運営のサイトとしては高い評価を得ていた。


そんなブログをpoohpapaさんが閉鎖することを決意したのはある事件が、もっといえば1通のメールが原因だ。今年1月、poohpapaさんはニフティ社が実施したココログブックスコンテスト事務局から1通のメールをもらった。それは以下のような文面だったという。

「悪徳不動産屋の独り言」

<ノミネート理由>
不動産業者が綴る業界の裏話や苦労話というオリジナリティの高さ、
コンテンツの質の高さにノミネーターからの評価が集まった。

<審査員講評>
一般に人々が伺い知ることのできない業界ならではの話題を高い文章力に
よって表現している点に審査員からの高い評価が集まる一方、
「不動産屋を利用する際のコツなど、実用情報があればなお良い」との
リクエストが寄せられた。また、ブログの特性を生かし、読者の疑問を拾い
上げるなど、双方向性を生かした展開をしてもいいのではないだろうか。

「悪徳不動産屋の独り言」を読めばわかることだが、「不動産屋を利用する際のコツなど、実用情報」もふんだんに盛り込まれているし、「ブログの特性を生かし、読者の疑問を拾い上げる」といったブログの特性を生かした双方向性を生かした展開が行われており、それがこのブログの魅力になっている。にもかかわらずこのようないわれ方をしてはpoohpapaさんのやってきたことを全面的に否定したも同然で、「やっぱり審査員はまともに読んでなどいないじゃないか、馬鹿野郎!」と怒りの声をあげるのも当然と言える。この怒りの声は「悪徳不動産屋の独り言」が入選しなかったからではない。「講評」によって自身の名誉を傷つけられたからに他ならない。公開質問状で釈明を求めることは、けっしてやりすぎではない。むしろ大人の対応をしていると言える。

ココログブックスコンテストについては、「悪徳不動産屋の独り言」以外のノミネート者からも不満や批判が噴出している。そのことにニフティ側も気づいているようで、ニフティ社長の古河建純さんのブログ「古河建純 インターネットBlog」の「ココログブックスコンテストの件」というエントリーで行き届かない点があったことを認め、謝罪すると共に善処するよう担当者に指示したと述べている。このことは評価すべきである。知らぬ存ぜぬで逃げてしまうことも出来たのに問題を真正面から捉え、誠意を持って対応していこうとしている姿勢が窺われる。

しかし、このブログはプライベートなものだ。社長ブログでの発言は時には公式発言と受け止められることがあるかもしれないが、基本的にはプライベートなものであって、今回のようなケースではそこでの謝罪は意を尽くしたものとはいい得ない。やっぱり公式な場であるココログブックスコンテストのページで経緯をつまびらかにし、非があるならば明確にそれを認めるとともに、誠意のある謝罪をしないことには対応したことにはなるまい。必要ならば第三者委員会を設置して、事実関係を明確にしてもらうなんてことも必要になるかも知れない。コンテストの講評とこれからの活動につきましてというのがアップされているが、これではpoohpapaさんの問題は解決しない。それどころか古河社長のブログでの対応との違いが際立ち、かえってより大きな失望と落胆を生み出している。

ココログブックスコンテストのページを今見ると、コメントに修正の跡がみられるような気もする。残念ながらこのページが最初にアップされた状態を私は知らないので断言できないのだけれども、ニフティも何とか対応しようとしているのかもしれない。その意図があるとしても行動や行為に移さねば対処したことにはならないし、相手が納得してくれなければ努力は認められても成果とは認められないだろう。

古河さんは21世紀のマーケティングパラダイム、21世紀のビジネスがどのようなものか見えているようだが、残念ながら氏の部下はまだ20世紀にいるようだ。20世紀のそれを一言で言い表すなら「寄らしむべし、知らせるべからず」だ。顧客と比べて圧倒的に多くの情報を持っていることで優位性を確立し、それを梃子にして儲けるというのが20世紀までのビジネスのありようであった。しかし、現在進行しているICT(Information & Communication technology)革命は顧客と企業の間の情報の非対称性を解消している。むしろ顧客の方がより多くの情報を持ち主導権を握るのが当り前になろうとしている。その流れに抗おうとする企業は淘汰されるしかないだろう。20世紀までのビジネスでは「顧客の囲い込み」なんてことが言われていたけれども、21世紀のビジネスではそれは通用しない。顧客に選んでもらうことが企業の盛衰を決める鍵となる。つまり企業にとっては「顧客に囲われ込む」ことが大切になるのだ。そのためには顧客をパートナーとしなければならない。顧客を仲間としなければならない。パートナーや仲間として関係を深めようとするなら、情報の共有化を進めていくしかない。

ニフティの掲げる"With Us, You Can."というスローガンは21世紀のビジネスに合致したものだ。それが心底追求しようとしているものなのか、それとも単なるお題目なのか、今こそ真価が問われている。

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Comments

おはようございます、「悪徳」のpoohpapaです。

私の考えていることをものの見事に整理してお書き頂きまして有り難うございます。とても嬉しく思いました。自分でも上手く表現できないジレンマが有りましたので^_^;

私がこの後(月末まで)に公開する再総括の中で平さんの本記事を引用、もしくはリンクを貼らせて頂けたら、と存じます。どうぞご了承ください。

トラックバック、本当に有り難うございました。

Posted by: poohpapa | February 22, 2005 at 06:50 AM

poohpapaさん、こんにちは。
今まで本当に丁寧にコメントやトラックバックに対応され、それこそブログの双方向性を体現されていたpoohpapaさんが「コメントへの返事はご容赦願いたい」と言い出されるほど気持ち的に追い込まれていることを承知しておりますので、そのような中わざわざコメントいただいたこと痛み入ります。どうもありがとうございました。

お申し越しの引用、リンクの件ですが、出典を明記していただければ引用していただいて構いませんし、リンクはむしろこちらからお願いしたいぐらいですので、どんどんしてください。少しでも問題解決のお役に立てるのであれば幸いです。

追伸
気持ちの整理がついてからで結構ですから、ぜひ「悪徳不動産屋の独り言」続けてください。引越しも比較的容易にできるようですので、新しい家主さんのところで店開きするのもよし、あるいはこれを機に自己所有の一戸建てを購入されるという手もあるのではないでしょうか。

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■今週は夜の会合も続いたため、さすがに朝、体が重(おめ)えなあ。今週ももうひといき、がんばんべえ。■ココログブック事件くめさんの縁メールでココログブック事件につ... [Read More]

Tracked on March 11, 2005 at 01:28 AM

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