When I last wrote about brand community platform Passenger in February, the firm was squarely focused on the consumer-aimed uses of its system
When I last wrote about brand community platform Passenger in February, the firm was squarely focused on the consumer-aimed uses of its system. Clients like Nestle, Coca-Cola, ABC Television and Sara Lee were using Passenger to enable private brand communities to conduct product or ad research with brand fans.
Passenger has shifted its client base to include companies using its system for internal purposes. Think Intranet meets work wiki meets social network. Apple and BP are among clients using the platform to share ideas, innovate, improve efficiencies, etc. "It's a lot easier for [clients] to embrace that," said Passenger Marketing Officer Justin Cooper of the new internal business use of the platform.
There are some interesting new clients utilizing Passenger to harness insights of consumers, though. MySpace, for instance, is a customer; although Cooper wouldn't share a lot about how his firm works with the social site, he did hint. In Q1, the two companies expect to make some sort of announcement. There's a chance it could involve the ability for brand community members to add widgets to their profile pages to gather comments about brands and products from their MySpace networks of friends.
Among the latest consumer-aimed clients are JC Penney, American Express and Fidelity. JC Penney has recently created an online community for its Ambrielle lingerie brand.
According to Cooper, companies can qualify audiences participating in private brand communities, making sure they're diversified appropriately. Also, community members can be invited to participate in certain discussions according to age and geography, for instance.
Passenger also weighs the value of a member's comments and opinions according to its "Influence Predictability Rating" algorithm and uses filters to surface certain issues discussed among brand community members.
Cooper agreed with me that brand aficionados often are the harshest critics. In light of that, he noted use of the platform allows companies to learn about a brand community's concerns behind closed doors, rather than throwing an idea to the public Web wolves. "It's an opportunity to treat those people as a new conquest," he said.
UPDATE: To be clear, Passenger is still working with Nestle, Coca-Cola, ABC Television and Sara Lee.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014