Marketers can't assume that consumers will flock to their microsites, however lovingly crafted and entertaining they may be. Why? Because people have other places to go, people to see. They're on Facebook, or Bebo if they're in the UK, or perhaps Orkut, in Brazil.
Some brands are realising that they need to go where the punters are and - provide something they'd actually use! Branded social applications are springing up online, albeit rather tentatively. Their success varies according to their usefulness, flexibility, entertainment value and relevance.
Forbes created a handy stock tracker application for Facebook - but made the mistake of forcing users to leave the social network for the Forbes site, prompting criticism from online reviewers.
adidas, sponsor of Major League Soccer in the US, has been more successful with its music widget, which helps fans do what they love doing - participate in and celebrate the soccer seasone. The application enables soccer fans to elect team songs, create audio messages and add them to their MySpace page.
Coca-Cola's new widget www.cokebubbles.com for Joost Internet TV lets online viewers chat about programmes. Of course, you used to be able to come to school/work and talk about last night's essential viewing, but now that every niche interest is indulged online, no one wants to talk to me about Afterworld, or Quarterlife (a web series by the guys behind thirtysomething, now showing on MySpace TV). At least I can find people who watch Heroes.
If you're a branded widgets virgin, you can learn a lot from already successful social utilities. Check out Adonomics for the top Facebook applications. They tend to fall into the following categories:
- action-based communication (poke, pinch, hug - do it on Facebook if you haven't already!) e.g. SuperPoke!
- discover/share content e.g. iLike film network
- gifting and begging e.g. Free Gifts
- self-expression e.g. Graffiti
- causes e.g. Causes
- trivia, lookalikes, fun e.g. Compare People, Quizzes, Food Fight
But bear in mind that what works on Facebook might not work on a more serious, or career-oriented network. Throwing virtual sushi at potential employers doesn't always wash.
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