Internet Brands cause Engagements to flourish.
Almost ten years since the bursting of the dotcom bubble, the branch of internet brands has stabilised. The former founding spirit may have suffered a little but there is enough courage as well as new ideas and impetus to realise them. Many of these ideas fall by the wayside, although they show great potential. But some of them also demonstrate such an impact that they can stand their ground on this fast-paced market that is sometimes hard to monetize. In the end, we know and use them all – first and foremost: top dog Google. But also the social networks such as Facebook, Twitter or YouTube gain worldwide presence as well as importance.
With a share of 17,9 percent, internet brands rank third in ethority’s ”Brands in Social Media“ buzz ranking. Apart from Google, eBay, GMX and StudiVZ are the main topics of discussion in Germany.
Naturally, especially internet brands cause social media engagements to flourish. ethority has already conducted successful projects with various companies of this particular branch. This example illustrates the course of action for an online dating agency:
Case
Initial Situation:
The popularity of online dating agencies is steadily increasing. Today, a multitude of partnerships is based on an online contact. For quite a while now, the growing number of users inevitably causes dating portals to spring up like mushrooms. That is why it is of great importance for brands, which settle in this hotly contested market, to gain knowledge of how one’s own platform is rated by users and which user opinions about competitive portals circulate on the web. Thus, one of Germany’s leading online dating agencies contacted ethority in order to gain insight into their own and the competitors’ brand perception and, based on these results, to receive recommendations on the appropriate course of action for optimizing their portal.
Objective:
The client commissioned ethority’s specialists to compare his company with the two major competitors in the field of social media. The evaluated data should provide the basis for a comprehensive strategic advice for the company’s future course of action.
Realisation:
In order to meet this demand, ethority conducted a comprehensive monitoring of the three providers by means of the gridmaster® system. In the context of the project, over 2.500 user opinions in German social media (blogs, forums, microblogging, evaluation forums) were evaluated and analysed. Data were collected concerning the general perception of the respective portals: how and where do users generally speak about the portals? Do they compare experiences and expectations? Are recommendations made? The main focus of the project, however, was on more specific topics such as opinions about the providers’ customer service etc.
Results:
The analysis illustrated both brand perception and buzz in social media and was able to define the strengths and weaknesses of the platform in comparison to the competitors. Additionally, it provided valuable insights concerning online dating agencies in general. On the basis of the collected data, the ethority marketing and strategy specialists were able to give conceptual and strategic advice for the future course of action in the field of social media.
