FC NOW: The Fast Company Weblog
August 30, 2006
Does Online Popularity Translate Into Sales?
Today, while reading "5 Brands Make Their Mark on MySpace," on iMedia Connection's web site, I wondered whether social networking popularity could actually translate into sales for a company. I doubt that befriending thousands of youth on MySpace will make a difference to your bottom line, but I could be wrong.
It's true that the MySpace effect has worked well for entertainment brands, but what about other types of brands such as food chains or automakers. Is it essential to have a profile on MySpace in order to reach your audience?
Posted by Lynne d Johnson at August 30, 2006 12:45 PM | Category: internet + web |
8 Comments
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Given that the one of the fundaments of marketing is to "befriend thousands of youth," MySpace presence should not be underestimated.
yes it is essential for food brands and auto companies.. Ive seen ads by Scion on myspace..and im sure there is a profile by them...since their marketing is pretty hip..and have done sponsorships like the dj scion competition..etc.. even companies that may not think its worth it could benefit from it..such as motorola and Nokia? there is a loyal fan base that only sticks to these manufactures.. and would proudly have them listed as a friend..
While "youth" makes up the lion's share of MySpace, niche groups also gather on the site like Small Businesses and Entrepreneur groups. If your product doesn't fit that youth brand, there are countless others outside that teen demographic who may want your product.
MySpace is important, and can help validate and support an ongoing brand message.
Critical? Maybe long-term.
Today's discussion at PRWeb.com addressed Apple Computer putting computers in early-stage learning institutions. Vocus, Inc. providing PR platforms to universities focused on media relations.
And Fortune 5,000 firms putting pages up on MySpace.
Sometimes "Early Adopter" doesn't mean first to use the product. It's YOUNGEST to create buzz about your product. And MySpace is a great place to drive buzz.
So yeah, it can be important.
Of course, I just started my page last week, and I'm extremely dissapointed with my current friends list. Maybe if I was a large corporation...
Best,
Mark Alan Effinger
RichContent.com
yes,social networking can translate into sales. Besides the buzz and word-of-mouth effect, social networking can as matter shape the structure of a market - though doing so in a quite unpredictible way. One of the most striking example of the power of social networking are the modifications of Valve's computer game Half-life: through the appropriation of Half-life's open source engine, users have developped two highly successful onlie games, Coounter Strike and Day of Defeat. The development of these two game modifications was (1) the result of social networking and (2) flued the sales of Half-life (a prerequisite to run the modification is the ownership of a half-life licence)and increased its lifetime way beyond the industry standard.
Well, I think that especially for food products, creativity is the main important : milk can becomes a buzz subject among teenagers : http://promomagazine.com/news/milk_auction_081506/
Nonetheless, I think that the futur will belong to brand who really listen to consumers and develop the Consumer empowerment in the inovation process : see the following link about danone http://www.consumerempowerment.com/?p=85
(forgive me if I make mistakes y writting, I'm just a french blogueuse ;))
I would like to hear some thoughts on social networking from a recruiting standpoint...
The article is great... and I think MySpace will take off in a very BIG way...
- Steven Burda -
e-mail: steven.burda.mba @gmail.com
http://www.linkedin.com/in/burda