 |
 |
 |
|
07.28.08 The Right Way To Promote Your Brand Stream  By Dan Morrill Wondering if those metrics on your web site mean that you are losing audience right and left, might not be that way, people might be getting information off your site in a different way, from RSS through Friend Feed, comments and conversations off your site on comment dumping systems like disqus, stumble upon, video on YouTube or Blip.TV, the problem isn't your web site, it is all the other social networking systems you have plugged that web site into. Read Write Web has an interesting article on brand streaming, where your brand, and everything positive about your brand gets interconnected into the entire process of friend feed, disqus, RSS, video, audio assets, and other technologies like zimbio, newsvine, digg, reddit, mix and others to build up an awareness of brand outside of the marketing PR, written by real people who have interacted with the brand and can relate generally positive statements about it. The flip side is that not all interaction with brands is positive, and some of them, especially through sites like the consumerist, are downright scary or just plain old evil in how brands get trashed by highly vocal minority groups. While the messages about brand can be confusing, and it is doubtful that someone will actually sign up for the Smuckers Friend Feed or the 24X7 Ketchup feed, the odds that someone is talking about smuckers or ketchup are pretty good, and the experiences can help drive brand recognition off the web site, and lead to potentially more sales. Controlling brand is important, but life streaming your brand as it has been coined as "Brand Streaming" is something that companies and indeed anyone with a brand has to be aware of. People are talking, depending on their experience; they will be positive or negative about the brand in question. Using real people has paid off in many advertising programs, and brand streaming is just one more way of raising awareness of brand, and how brands/products relate and interact with people. But let's step back a moment and look at brandstreaming from the user's point of view. It's fairly obvious why companies want to get their brand out into social media sites like Flickr, Facebook, Twitter and then wrap it up into feeds. It's to get their brand out beyond their website, to engage users and entice them into discussions about their products. But what's the motivation for users to subscribe to those 'brandstreams'? Source: RWW
Overall, as RWW points out not much "brand streaming" is going on with bigger brands like Ford, but Pandora Radio is working well with brand streaming, and the local KEXP radio station has also worked well with brand streaming on MySpace, blogging and other systems. Brand streaming is a way to raise awareness, as well as "Google juice" when it comes down to it. While the top result for Ford might not be ford.com, real voices talking about real experiences will end up being a bigger value for the consumer in the longer run. Web 2.0 has many promises, as a social network and brand recognition come along, brand streaming will not replace Madison Avenue, but Madison Avenue will have to pay attention to in the longer run. Comments About the Author: Dan Morrill has been in the information security field for 18 years, both civilian and military, and is currently working on his Doctor of Management. Dan shares his insights on the important security issues of today through his blog, Managing Intellectual Property & IT Security, and is an active participant in the ITtoolbox blogging community. |
|||||||||
|
| ||
| --
PromoteNews is an iEntry, Inc. publication -- iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509 2008 iEntry, Inc. All Rights Reserved Privacy Policy Legal archives | advertising info | news headlines | free newsletters | comments/feedback | submit article |
