There’s so much blah rubbish talk around social media marketing in this country it’s getting tiring. Unfortunately not that much action follows it.
That is to be expected. The area is so new most of the efforts are pure experimentation backed with anecdotal/subjective rationale. Just like being able to drive doesn’t make you a mechanic, having 25 different social media accounts across facebook, twitter, dopplr etc doesn’t make you an expert in connecting with real people (not other networkers) using them.
I think it’s odd locally there’s not a whole lot of activity around the P&G Tremor/Vocalpoint approach.
Tremor was setup by P&G in 2001 to target teen connectors. It worked well – the group had 200,000 of them reasonably quicky … the problem was most of P&G’s products were targeted at GBs so Tremor did most of its work helping external companies.
P&G setup Vocalpoint to target GBs and now has 350,000 of them on their panel. http://tremor.com/ourAdvantage.html
As an area this is interesting. Why:
– it is backed up with a lot of research and insight. It’s not a guessing game
– it has scale
– measurement is advanced
There was a group called Yooster that was around late 2005 that had a similar idea to this and had pretty a pretty big financial backer (which then pulled out from my sources) however they have been pretty quiet of late.
This sort of thing would make for an interesting local play, especially if the operator could nail both the scale required and the quality of panel.
A few groups could probably look at this right now. I would argue it’s worth exploration as it’s an interesting area that would allow those who can get involved to start playing a different game to their competitors.
ninemsn is in the best spot in terms of teens. Kidspot has Mums. Bigpond for over 35’s. Imagine what a PBL/ACP/ninemsn could do in this space … or Seven Media Group?
More info http://www.tremor.com