What we do: social media services
Durbin Media Group recommends a Brand Analysis Package for every new customer. Using automated tools, social networks, online research, and our knowledge of blogs and the online community, we assemble a comprehensive document detailing the what, who and how often your specific product or brand is discussed online.
The Brand Analysis package is a six-eight week program that provides:
- Weekly summaries of online conversations
- Lists of online communities to serve as focus groups
- Industry trends (memetracking or coolfinding)
- Descriptions of product reviews and those of your competitors
- Suggested methods to interact with online “influentials”
- "Bottom line" summaries for quick reading and reference
- List creation for e-mail addresses, websites, and blogs to involve in product launches
- High-level strategic analysis of your online reputation
Brand Analysis can serve as a stand-alone document for internal decision making or as a “roadmap” for promotional campaigns and product launches.
After the research is performed during Brand Analysis, a needs assessment is generated in relation to your online marketing campaign. This is where “blog” and “buzz” marketing can have a tremendous effect on your sales, providing you with timely information when your product is first being shipped and watching for quality control problems during the initial launch.
The goal of the product launch is to target “influentials” in online communities with personalized messages concerning your product. Some companies mistakenly pay influential bloggers to pitch a product, insert favorable reviews on Amazon and other sites, or try to write “fake blogs” that are easily sniffed out as forgeries. Our goal at Durbin Media Group is honest and transparent communication with those consumers who help pitch your message because they like your product.
From selling ad space to sponsoring contests for blog communities, support of the blogosphere is a cost-effective and publicity-generating way to spread brand loyalty and learn more about the needs of consumers.
All blog marketing campaigns are not created equal – and this is where specialized knowledge drawn from your brand analysis allows you to target the right communities. Understanding market segmentation is just as important online as it is for brick-and-mortar stores.
Instantaneous feedback is the boon and the danger in the era of personal media. Consumers can provide you timely information, or ruin a campaign with a “blog swarm.” Online monitoring of your product is the constant attention some companies require to make sure they are at least responding to unfavorable news.
Consumers understand that mistakes happen, but rarely forgive lack of responsiveness or in far too many cases, outright dismissal of their concerns.
Online marketing strategies go by many names: blog marketing, new media, buzz, word-of-mouth, internet, interactive, and peer-to-peer. Ultimately, they all mean the same thing – utilizing your brand to connect to customers on a personal level with a personalized message.
Durbin Media Group is successful with this type of marketing because we are bloggers
. We are the peers reaching out to other web-savvy consumers to start conversations on your products, your services, and your brand.
In addition to data, our strategic consulting services give you high-level analysis of trends, promotional ideas and blog marketing strategies based on your strengths. We’ll give you roadmaps based on accurate and up-to-date word-of-mouth from people who already buy your product and know your brand.
To find out what we can do for your business, get in touch