Scalable Intimacy

Branding in the age of social media.

The Brand Spike Opportunity

Posted on | February 5, 2009 | Comments

Audi corporate logo
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Great post from JP Holecka here, on what happened to Audi brand mentions after a simple question was asked by Jedi Master Chris Brogan:

Chris posed this question: “What’s the difference, to you, between BMW and Audi? Which do you feel more strongly about and why?“…

So for around 4 or five hours on twitter there where no less than 24 thousand conversations in 140 characters or less that where all discussing the pros and cons of BMW and Audi. I am sure that both of the respective car companies are aware that this event happened by now. I have a feeling that stats in this post made it into a few Powerpoint decks. So what does that mean to the brand and what can be done with this kind of data. Well there are a few things that if I was BMW or Audi that I would have looked in the data.

  • Problems with your product.
  • Problems with your competitors product.
  • Likes and dislikes about your the product.
  • Likes and dislikes about your competitors product.
  • Possible flaws or manufacturing defects that may not be big enough to report but enough to tell someone about.
  • Links that people post about your product.

It’s a great post, check it out here.

24,000 conversations, folks. If on average the participants in those conversations had 100 followers (Chris alone has 40 thousand followers), that’s 2.4 million impressions. There’s no doubt in my mind these impressions are higher impact than passive, anonymous media equivalents… but you know what? Screw impressions. They’re the artifice of dying media.

What’s the impact of a couple million affluent, college-educated, major metro-concentrated thought leaders being exposed to each other’s positive and negative views of a brand in a 24 hour period?

I’d say pretty high. Maybe I’m just new fashioned.

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Category: Branding, Case Studies, Web 2.0 Gurus
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Comments

  • This is incredibly interesting, I would also add that most of those participating would likely not have their views changed by the conversation, so the impressions do become important as they are created by the opinion of the trusted colleague on a subject where no strong opinion exists.
  • I am glad you enjoyed the post. I think the power of application like twitter are just starting to resonate with people. The real time data that is available is amazing. Even Google lags behind here. I have a feeling that Microsoft and Google are both looking at the possibility of acquiring the service.
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