Thursday, November 02, 2006

MyBlogLog's new look + lessons

I figured after a piece on Rafer, the logical next post should profile his "day job" - MyBlogLog. I've mentioned them in the past, as I worked on a couple of their projects over the summer. This will be the first of three posts (about the three companies I worked for) where I include what I did, what I learned, random thoughts, etc.

For a full description of the service, refer to a post I wrote on them earlier in the summer.

In short, my MyBlogLog work was mostly marketing and business development-oriented. I got to contact some of the major gossip sites on the web and convince them to use our service, which was pretty cool.

I think the biggest lesson I learned from the experience was the fallibility of the "build it and they will come" approach. Sure, a good product is necessary, but it is far from sufficient. By actively recruiting big name sites and strategically positioning themselves as not only a blogging tool but a social network and all purpose click tracking service, MyBlogLog has gained users and opened up their target market significantly.

The company has a great product (if you're a serious blogger, blog reader, gossiper, etc., go use it), but their ability to convince users to adopt them will determine if they are successful in the long run. "Build it and they will come" sounds great but isn't always reality.

The second biggest lesson I learned was flexibility, though that was more from the company's story. Basically, they started out as just a click tracking site but were astute enough to change directions when they realized they could expand their offering. Yes, it's trite and cliche, but it was still cool to work for a company that successfully was able to switch gears and take advantage of a growth opportunity.

As a side note, their recent relaunch has went over fairly well. The site's new look cements their service as both a social network and functional tool for bloggers and many others. Good work to Scott, Eric, and the MBL team.

9 comments:

  1. Your comments about the importance of the necessity of not only creating great products but promoting them through great marketing caught my eye. I agree 99%. It was interesting for me to find out this semester however that Krispy Kreme spends $0 on advertising. Granted advertising is not the only way to market effectively, but using advertising to communicate a brand's position is essential. So what inspired Krispy Kreme to implement a strategy using no advertising? In my opinion it was a strategy to posistion themselves as so premium that they were above using traditional marketing. Their recent financials however, may be an indication of the necessity of not only great products but great advertising through communication. Maybe it's time for an advertising campaign.

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