Re: What i-legions could do (was AD:TECH SF 2006 Redux)

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 05 May 2006 07:47:36 -0500

Jared M. Spool wrote:

>Rob Frankel wrote:
>
>>I should stress that i-legions' main mission is
>>to monetize and mobilize the user base, rather
>>than serve as an engine to create that user base.
>>The overlooked mass of wealth is in the fact that
>>while brands have accumulated user data, few (if
>>any) have been successful at monetizing,
>>mobilizing or increasing their value to those
>>users. We unlock that potential in real revenue
>>terms.
>
>Is it just me, or does anyone else have no idea what this paragraph
>actually means?
>
>Rob, could you possibly explain this in concrete terms?

Okay, as long as you asked:

At first, everyone out there thought "community" was just giving a
lot of users access to a server filled with content. Big goof,
because people are not motivated to log on just to see what you have
to sell. An interactive community works on a user to user basis, not
user to server basis.

Next, they decided that they would put those users together, but
forgot that unless you know how to manage those users, it becomes a
free for all, with no direction or purpose. This is where you get
your MySpace and Ryzes.

But when you know how to gather users around a common purpose and
manage them into a cohesive unit, you can derive serious revenue and
brand loyalty. The key is not in the software (as most companies
think), but in management of that user base.

At present, most brands have large databases of users. They have a
web site with superficial content (My Profile, Send Me Alerts, etc.)
but nothing more. These are established user bases from product
registrations, etc., from which most of these companies (and users)
do not derive any meaningful benefits, so they tend to just sit there.

Our programs get these users to involve themselves on a willing
basis. They take more personal ownership in the brand. The brand
appears more responsive and over-delivers on wants and needs they
were previously unable or unwilling to deliver. Market research is
faster and far more accurate.

That kind of stuff.
--
Rob Frankel
http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM/SKYPE/GIZMO: ROBFRANKEL
ICQ: 249862730 MSN: ROBFRANKEL_at_AOL.COM
YAHOO IM: ROBFRANKELDOTCOM




Received on Fri May 05 2006 - 07:47:36 CDT