SocialGo / Brand identity & product launch
Brief
AnalogFolk was approached in February of 2008 by a venture capitalist and a couple of leading technology developers who had a concept for a new white label social networking software. With the concept of private social networks; they knew they were onto something, but needed a team that could help shape and take it to market.
Strategy
The challenge was how to differentiate the positioning of this new brand from a market already dominated by Ning and cluttered with countless 'me-too' products. Through research we found that the key thing lacking in the market was the perceived 'professionalism' that consumers felt their 'free' white-label social networks had. There was an opportunity for a new premium brand that catered for real-life social groups that were willing to invest in a service that took their community site as seriously as they did. This insight underpinned the whole project from brand name and design through to pricing and feature-set.
Activity
In just 5 months, AnalogFolk took the concept from an idea on the back of an envelope to a successful product launch. Along the way, we (1) constructed the business case and raised funding (2) architected the product offering and pricing (3) defined the brand DNA (4) created the brand name (5) designed the brand identity (6) delivered the brand guidelines (7) worked with the development team on product functionality (8) drafted and executed the launch and marketing plan (9) concepted, designed and developed the sales website and al surrounding online communications.
Results
The beta launch of SocialGO was August 2008. In its first 2 months, business targets were exceeded by 50%, with over 3,000 communities signed up at a conversion rate double that of competitor products reported by TechCrunch. SocialGO now has over 100,000 community sites and was featured as Website of the Week on NBC News.
Latest tweets
Google implements step towards semantic search (and more similar to Wolfram Alpha): Google Changes Search http://t.co/cpTYBbz4 HT @rnadworny
02:07 PM May 17th, 2012
@RGA Which abominable TV show?
01:34 PM May 17th, 2012
20% of mobile app revenue comes from 3% of users: http://t.co/jkZbGqZz
10:00 AM May 17th, 2012