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Another Great Tool For Brand Marketers
March 15, 2010 | Neal | 7 commentsThis is obviously a speculative venture that has yet to pick up steam but as marketers look to find those brand advocates that are most passionate about their brand (one way or the other), here is a great new place for them to add to their daily reading list…
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There are definitely some things that I don’t like about the site as someone who might want to use it as a research tool to understand what people are saying about my brand. It isn’t particularly easy to sort the types of comments made about your brand between actual substantive comments and administrative notes like “XYZ person added this brand” so researchers are scan through manually and figure out what is being said overall. Another complaint is that there could be so many more summary graphs like the one embedded below but there aren’t. Hopefully this is something that they’ll add over time assuming that they continue to build momentum.
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Five Things To Take Away
- Business Model – it isn’t clear what the business model for MyBrandz is just yet and as I see it, they have two opportunities…
- Brand Engagement – they could create a platform for brands to engage directly with their customers in a way that Facebook hasn’t to date with specific functionality;
- Market Research – since they are branding themselves as “independent” of the brands themselves they could get much more targeted in the tools they offer to consumers and enthusiasts related to the brands they “cover” – this independent data could be sold back to the brands themselves or competitors in the same way that ComScore does with web usage data;
- Attracting an Audience – the nice thing about focusing on consumer brands is that they frequently provide fodder for comment which helps drive activity but one wonders what they’ll do to siphon traffic from the obvious places for this activity to happen like Facebook and Twitter – would I rather comment to a targeted audience focused on the brand or to my friends and followers on broader communities? I’m sure it will become easier to do both but there is a question around where the bulk of the follow-up activity will happen to compelling posts.
- Contest – I completely see where they’re going with the contest. It is created to give incentive for all the behaviors that they want users to exhibit (engage, bring in friends, etc.) but I’d like to see it be a bit more intuitive in execution. The rules and path to winning wasn’t obvious to me until I’d spent some time reading. It felt more like my hotel rewards program than a contest I could take up quickly.
Regardless, a site that you should monitor from time-to-time to see if they continue to pick up traction.
Tags: Brand Management, Contests, Digital, Research, Social Media Monitoring, Start-up, Voice of Customer
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[...] This post was mentioned on Twitter by Amee Singh, CVP. CVP said: Black Turtle Media on another great tool for brand marketers – http://bit.ly/bfoS8Q [...]
If I had a buck for every time I came here! Superb writing.
You have done it once more. Amazing post!
If only I had a buck for each time I came to blackturtleinc.com… Incredible read.
If only more than 44 people could hear about this!
If I had a quarter for every time I came here.. Great post.
If only more than 23 people would read this!