I think most companies with a recognizable brand “get” that there is a major sea change happening in terms of how consumers view their brands, and how new channels of communication are creating tangible effects on their bottom line. I mean, what is said about brands “out there” these days can have serious effects – both positive and negative.
The customer is fully in control. For better or worse.
Tracking all of these chatter in blogs, tweets, YouTube videos, etc. can be a daunting task (even with Tweetdeck) – and creating the metrics and algorithms yourself can be a trying process. Traditional web analytics fails here – mainly because it tracks only places you know prospects are visiting (usually, your web site). But these are important marketing endeavors – in that they allows B2C CRM to effectively merge into traditional CRM processes, in that they can be more effectively tracked and measured.
But fear not, new tools are popping up (almost as quickly as these new channels) to help brand managers quickly gauge the real-time pulse of their brand out in the Twitterverse and beyond.
A good friend of mine Rand Schulman just altered me (via email and not Twitter oddly enough) of a new company he’s been part of called Viralheat. The idea here is to create “profiles” that track and crunch the mentions of a key brand term on Twitter, YouTube, etc. and populate dashboards so brand managers can quickly and easily see what is being said about their brands.
The best part, the service costs only $9.99 per month to start. Compared to most analytics tools, this is a bargain.
I think this is yet another instance of the Apple iTunes model brought to enterprise software. Make the product fast, simple and effective – all at an attractive price – and you have a great potential to make a strong business for yourself.
A snapshot of the Viralheat dashboard interface.