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BizReport : Social Marketing : November 05, 2009

New platform uses reputation to make recommendations

When it comes to ecommerce and brand awareness there is nothing like a good recommendation to start consumer conversations in the social space. A new startup called Discover My Network is using this reputation trend to push music, video and social spaces across the Internet. And it may be something your brand can use.

by Kristina Knight

Although the platform won't be the 'it' factor for all brands, socially engaged brands may find it useful. The platform works by using the reputation of a brand as the basis of the recommendation. First, it figures both subjective and collective 'maven' reputation. These mavens are then uses to make future recommendations based on past downloads or purchases. Although similar to the kind of recommendations made by iTunes 'Genius' engine, by basing the recommendations on brand reputation and historical data there is a better chance at personalizing the recommendations to consumers.

This, in turn, will likely increase future purchases.

Garrison Manfredi, CEO of Discover My Network said, "A collection of reputable mavens who share your likes and dislikes can provide fabulous recommendations that have nothing to do with popularity or similarity. An album could become someone's favorite based on a single review by one personally reputable maven. This is key to discovering media that is unique, delightful and engaging."

But how can a music or video recommendation platform help brands and marketers as a whole? First, by presenting a different picture to the media-hungry consumer base. Music and video download sites are some of the highest trafficked on the Internet and when consumers logon they usually do so to make purchases. A record label or artist could use a platform such as this to show off their 'reputation' based on past purchases, consumer engagement and recommendations.

For the general etailer or brand this platform will likely be a no-go, but for music and video providers and publishers this type of platform can become a revenue boost. This platform also points to the possibility of future platforms like the Discover Me network for a more general audience base. By providing rankings and recommendations to consumers, those who make purchases may be more happy - creating a more loyal consumer base.

Tags: brand reputation, DiscoverMyNetwork, recommendation, reputation, social marketing

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