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Thursday, August 5, 2010

Micro Branding...

a Must Have Innovation, or Marketing Fad ??...
by David Bookout

See Updates { 3 } & Comments below:

As Micro Lending becomes a more popular alternative to entrepreneurial funding, a concept, and a term that I'm calling "Micro Branding", is just getting started within the Social Media Management Systems ( SMMS ) sector.

For years I've drudgingly researched the boring, unimaginative, and downright frightfully designed "offers" that hawkers have been promoting in the Social Media space. During that time I've landed on and reviewed hundreds, if not thousands, of "capture" and "squeeze" pages designed to separate me from my money. The ultimate test, right ~ transaction with a paying customer ? ! As I said, most of these "offers" were boring, un-differentiated, un-compelling non-starters.

Executive Summary: Technical innovation, message, including value proposition, clearly delivered in print and video, good tech support structure utilizing Zend, a rocking affiliate program, and the personal touch of Tammy as the persona behind the brand. Nice !!!!! ~ Update 1 ~ I still like it... ~ Update 2 ~ The lack of branding capability on the FB side of MarketMeTweets is disappointing, but liveable, if I first post to Twitter, which is then linked to FaceBook.

More recently, however, I came across "Micro Branding", which appears to be a new niche creatively identified by Tammy Kahn Fennell and Alan Hamlyn. And, as good niche identifiers do, they built a tool that they call MarketMeTweet, which is a downloadable application that enables the brands you manage to own precious real estate on Twitter and facebook and much, much more. In total the tool helps you manage Social Media communications for a number of different accounts from within a common dashboard. Nice.

Here's how it works on the Twitter Platform: Normally, your Tweets carry someone else's brand in the real estate below your 140 character wisdom, just like "...by twitterfeed" in this example:

But, with MarketMeTweet you're able to brand build for the brand of your choice, like we have used "EFFETTI" in this example:

For those of you that haven't already said, cool, and clicked on one of the MarketMeTweet links above to find out more, or just sign up ~ then, you discerning folks might be asking questions like: (a) How does this benefit from an SEO perspective, or (b) How does this work if I'm an iPad, or mobile user ?? ~ Good points !! ~ Should we get those answers we'll be sure to update this post...

Update 3: August 7th ~ MarketMeTweet's FB limitation seems blurry on the marketing side...

MarketMeTweet's Tammy says; "The reason the facebook one is not the easiest too is notice - when you click on it it must go to an actual application - whereas with twitter it goes directly to a website ;)"

So, we did more testing and found the MarketMeTweet Micro Brand Link actually goes to a FB landing page for MarketMeTweet { Looks like a "website" to me ;-}, where another click IS REQUIRED via the ( Go To Application ) button, to go to the actual application page itself, which is here ( http://apps.facebook.com/marketmetweet/ ). Keep working on it Tammy, we understand corporate sales, and still like the product ( v.2.2.9 ).

Update 2: August 6th ~ MarketMeTweet's Tammy responds to their tool's lack of "Brand" capability on the FaceBook side as "...we're working on it". With a work around, I still like it, and wonder about a cloud based version !?...

Update 1: August 6th ~ MarketMeTweet's FaceBook beta ~ I must be doing something wrong ?...

After quickly configuring the FB account within the MarketMeTweet application the first post above exhibits a MarketMeTweet brand, so I need to check the settings. Perhaps, you have to add ( duplicate for me because I already did this on the Twitter side ) the brands you will be managing ? Nope, it looks like the Micro Branding is currently, only available from the Twitter side of the application, which I hope is high on the list of upgrades for the FaceBook beta, please...

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