Olga Sternik is the owner of Sterno.ru a Moscow based digital agency supporting marketing campaigns in the Internet. They just launched a new and interesting project – Brandspotter. So we went to ask more about this.
Olga, can you shortly describe your last project, Brandspotter?
Brandspotter is a B2B online service for monitoring and management of brand reputation in social media (right now – in Russian social media only). It is a system with two main features. First, it gets all the stats data from your (and your competitors’ if you wish so) communities and accounts in social networks and blog hostings. Your dashboard provides you all the picture of your brand’s activity in one place: how many fans (readers, followers) are subscribed to your groups, how active are they (do they read, comment, post, share). Second, Brandspotter listens all the Russian blogs, Russian part of Livejournal, Twitter and several others. It then finds all the mentions of your brand, products etc, makes emotional analysis and sypplies you with a feed of all posts mark-uped as positive/negative/neitral. As a cherry on a cake, it gives you many interesting statistical data one could mine from listening – for example, how many unique users mention you. Or which users mention you more than once, and how big is their audience.
What’s your main market target (in terms of type of clients) and why they should use your services?
Fashion brands, electronic and FMCG brands, retail chains, banks, mobile providers, i.e. all the consumer-oriented businesses. Any office in Russia where a marketing manager today is suffering a headache thinking about online reputation, about Social Media presence and about their ROI.
What’s the business model behind BrandSpotter?
Monthly subscription fee.
Do companies in Russia pay particular attention to their imagine and reputation on social media sites? And how do they see this new marketing tool?
Oh yes. The market for SM agencies seems to experience a rocket launch. Every company either has already established their presence or is making first tries. And we have received a great interest from many our potential clients even before we started the presentations.