The Mini Way – Analyzing Online Conversations
Posted on April 29, 2009 | Permalink
By Erin Graham
Richard Stacy’s article, Three Lessons from #LRNY, was very interesting because it gave a good summary of how to use blogs/social networks to your advantage. Stacy explains the three key elements to being successful on Twitter – Control, Credibility and Transparency.
An example of good online analysis of brand blogging and how to use it to your advantage is that of Mini Cooper/MotiveQuest. MotiveQuest is a Chicago-based company that analyzes online conversations for Fortune 500 companies. The company is paid to listen to their clients’ consumers in online blogs/social networks and study it for their clients. While I couldn’t find a client list at the MotiveQuest web site, they do list a very brief case study page about the industries they do follow.
A few years back, Mini Cooper hired MotiveQuest to analyze online conversations about the brand and its competitors. MotiveQuest started by monitoring posts on blogs and social networks. They even went as far as specialized sites…Yahoo Auto.
MotiveQuest’s CEO, David Rabjohns, found that “Mini owners were not only talking about things like performance and handlings but community-type things like picture sharing, getting together for social events and personal etiquette, the Mini Way.” Mini Cooper used these findings to get more involved with their consumers and rebuild their buzz via the same social networks/blogs that MotiveQuest helped them create. They did just that by inviting bloggers to test drive new models and even has a blogger who podcasts from special events like the cross-country ‘Mini Takes The States’ festivals that bring thousands of brand fans together for rallies, music and more.
Mini Cooper has customized their website to feature build-your-own car configuration page, virtual factory tour and my personal favorite, games, like “Ski Jump a Mini” which lets you customize a video by adding your own picture and then emailing the video to friends. Very funny!
The point I am trying to make is that Mini Cooper lets you in on the fun and it makes you feel like you are a part of this community of Mini Cooper fans. The company reinforced its message of being hip and non-mainstream through its consumers. By rebuilding the brand through the social networks and blogs, it gave the consumers the chance to voice their own opinions and find others that have similar interests. This is how you build your brand and gain popularity today. Create something interesting to talk about and then let the audience take control of it.