Stats confirm: your brand site will die
Finally some stats for what we have been telling our clients: “Hey, it’s great you wanna ‘do digital’ now, but don’t brief us with microsites”
Showing that reversing the “Build it and they will come” strategy into a “Build it where they go” strategy is a pretty good idea these days finally got visualized by Aden Hepburn. Brand site traffic down, Social Media site traffic up. However, it is important to note, that most of the brands heavily invest in SM and therefore direct their users to their SM destinations.
About The Author
Alexander Wipf
Head of Strategy at Leo Burnett Frankfurt
Other posts byAlexander Wipf
Author's web sitehttp://culturalfuel.com
I love how the author (rightly) doesn’t even bother to indicate which line is for Facebook and which is for MySpace.
October 7th, 2009 at 7:53 pmhi Alexander,
Some great research with graphical representation to make things understand at the moment i saw them, thanks to your innovation. Traditionally,the brand sites have got lots of visitors but the term which changed everything upside down is nothing but the “Social Networking”. With the emergence of lots of Social networking sites,as i saw from your graphs, people are willing to interact with their friends,relatives and want to share some cool stuff between them. May be the best hope for the brand sites will be to put advertisements in the SN sites to keep up their traffic volume.
Cheers,
October 14th, 2009 at 11:52 amNaomi
Wow … a picture is worth a thousand words and a few network.
October 14th, 2009 at 11:15 pmThese are great. Proves that brand reputation and customer quality is more essential than anything as people are relying on each others experiences and trusted circles.
October 15th, 2009 at 11:05 amAlso, same idea is to be found looking at trust:
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/Careful.
Careful though.
October 19th, 2009 at 2:52 pmYou’re comparing apples with oranges. If Social Media presence ànd a brand (micro) site were to have the same purpose then I would fully agree. They don’t. Social Media are mainly used as a traffic generating channels (because it’s a daily destination for many). A brand site has to prolong the relationship and convert (for which Social Media aren’t serving). Hence, the continuity of the brandsite is absolutely not endangered
Statistics are like bikinis - what they show is suggestive, what they hide is crucial.
These stats say nothing of how much time the people actually spend on the brands facebook, twitter or myspace pages…
My guess is that people aren’t visiting those either.
October 21st, 2009 at 8:19 amThis is simply evolution of the brand site adapting to faster Web 2.0 tech– the brand site is becoming more of a specialized hub with dynamic “runners” to keep up with multiple flows. Website roll is becoming more passive for the large corporations listed but will always remain a necessary resource center– obviously, you’re not going to shut down your primary URL. As Social Networking sites come and go, your website maintains consistency. I think business models are just beginning to reverse-engineer and harnass social network pages to interface with brand sites more effectively: graphic logo links on homepage to SM; custom backgrounds representing homepage look on SM; website links back to homepage from SM. In 2020, social networking sites will be obsolete.
November 9th, 2009 at 10:18 pmI’m agree with you, i bookmark your site. Can’t wait to see what you write about. Go for it!
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March 15th, 2010 at 5:54 pmGoogle Trends is a really useful service, and can be a real eye-opener when comparing markets. As your post proves!
April 6th, 2010 at 1:40 pmI never thought about it like that.. very insightful. Thanks!
April 21st, 2010 at 1:02 pmGood website, I’d like to send this on to a few buddies if that’s ok?
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September 5th, 2010 at 10:13 am