Comments on: No More Searching For Brands That Go Social http://blog.mindshareworld.com/2010/01/no-more-searching-for-brands-that-go-social/ Musings on the changing world of digital media Thu, 09 Jun 2011 00:20:38 +0000 hourly 1 By: Tyrone Tellis http://blog.mindshareworld.com/2010/01/no-more-searching-for-brands-that-go-social/comment-page-1/#comment-1212 Tyrone Tellis Thu, 03 Jun 2010 07:05:40 +0000 http://blog.mindshareworld.com/?p=1084#comment-1212 iS IT JUST ME OR COULD SOME SAVVY/GREEDY MARKETER ACTUALLY START UP THEIR OWN BRAND SOCIAL NETWORK? i THINK COKE HAS MORE THAN A FEW AND FROM MY STUDENT DAYS I REMEMBER ABOUT HOGS (hARLEY OWNERS GROUPS) WHICH WERE USED BY THE HARLEY FIRM TO AUGMENT THEIR CRM AND CREATE EXPERIENTIAL MARKETING. tHE MARRIAGE BETWEEN CONSUMER FAN GROUPS AND BRANDS LOOKING FOR A RELATIONSHIP HAS A NATURAL FIT IN SOCIAL MEDIA. tHE ISSUE HOWEVER IS IS WHICH NETWORK? WHILE FB IS NUMBER ONE GLOBALLY ITS NOT SO HOT IN CHINA WHERE QQ ETC RULE. tYRONE iS IT JUST ME OR COULD SOME SAVVY/GREEDY MARKETER ACTUALLY START UP THEIR OWN BRAND SOCIAL NETWORK? i THINK COKE HAS MORE THAN A FEW AND FROM MY STUDENT DAYS I REMEMBER ABOUT HOGS (hARLEY OWNERS GROUPS) WHICH WERE USED BY THE HARLEY FIRM TO AUGMENT THEIR CRM AND CREATE EXPERIENTIAL MARKETING.

tHE MARRIAGE BETWEEN CONSUMER FAN GROUPS AND BRANDS LOOKING FOR A RELATIONSHIP HAS A NATURAL FIT IN SOCIAL MEDIA.

tHE ISSUE HOWEVER IS IS WHICH NETWORK? WHILE FB IS NUMBER ONE GLOBALLY ITS NOT SO HOT IN CHINA WHERE QQ ETC RULE.

tYRONE

]]> By: Torsten henning hensel http://blog.mindshareworld.com/2010/01/no-more-searching-for-brands-that-go-social/comment-page-1/#comment-1119 Torsten henning hensel Sat, 24 Apr 2010 08:20:40 +0000 http://blog.mindshareworld.com/?p=1084#comment-1119 Besides the search specific challenges (See bit.ly/b55jVQ), there is another problem that brands will increasingly have to consider: if all brands start looking like facebook or youtube, where is the specific brand experience for their customers? I think, content is an important differentiation factor, but if the presentation environment is always identical, consumers might lose their sensitivity for the individuality of brands. Social platforms are not brand platforms. they facilitate the communication with the community, but are useless for "Brand building" if understood as "Creating a difference". Besides the search specific challenges (See bit.ly/b55jVQ), there is another problem that brands will increasingly have to consider: if all brands start looking like facebook or youtube, where is the specific brand experience for their customers? I think, content is an important differentiation factor, but if the presentation environment is always identical, consumers might lose their sensitivity for the individuality of brands. Social platforms are not brand platforms. they facilitate the communication with the community, but are useless for “Brand building” if understood as “Creating a difference”.

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