Quixtar’s Opportunity Zone is Pretty Smart
Posted on 28. Sep, 2007 by Ty Tribble in Quixtar
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A recent article at mediapost.com talked about Quixtar's web strategy and how they first tried Google Bombing and them decided to simply bring the discussion into their own living room, (via the Opportuntiy Zone) where they have more control over the direction of the dialogue. They have done a pretty good job at tolerating the criticism, (much of it from disgruntled and "upline-programmed" TEAM IBO's who don't seem to do much thinking on their own).
Key and Dunn both offered examples of social media strategies done wrong, then corrected. Key said Amway is a case study in why creating one's own 'living room' online is better by far than trying to subvert someone else's. "There were folks criticizing Amway in a blog Amway didn't control," he said. "Amway tried 'Googlebombing,' basically creating a lot of sites to displace the anti-Amway blog out of search results," he says--adding that the strategy didn't work. "They realized that if there's a conversation and it's negative, it's better to have it in your living room."
Amway created opportunityzone.com, where consumers could disagree with company policies. "When you do that, you are having the conversation in your living room and set the rules. But you must tolerate criticism."
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