Perfect example of the power which can be attained using social media proactively to manage your brand

posted 17 Jan 2011, 22:00 by Jess Maher   [ updated 19 Jan 2011, 17:25 ]

In a recent post I flippantly talked about my concerns about the recent rise in data protection and security management services, in particular one specific online service DadApp.
I tweeted about this particular service without much thought to be honest, and was pleasantly surprised to later recieive an email from someone from the organisation... I have included this email copied below purely becuase I was sincerely impressed with how well this kind of scenario was handled by these guys. The kind of market research which has been sought out by this kind of direct interaction with consumers and the broader target market for their service, which has been made avaliable simply by emailing me after, now I'm just speculating here- but I imagine they received some kind of Social Mention or Goggle Alert type update. Twenty years ago, this kind of feedback from consumers was a common expense which cost businesses into the thousands, making the access and feasibility to small and medium businesses largely unattainable.
In todays social digital environments, the access to valuable and critical feedback and consumer insight is largely overlooked by many businesses. The power in proactively seeking and then, even more importantly, listening, to what the market is saying holds great insight. If any business, start-up or consultant in the market at the moment is finding it difficult to reach their market, this would be a perfect example to follow.  
Hi Jess,

I saw your update on Twitter that mentioned DADApp and how you found it quite creepy and that didn't want to sign up (jezzieann: how creepy is this shit- I'm scared & shaking even considering to sign up- no thanks Obviously this is not the effect we'd like to have on our potential customers, so I was wondering if you'd mind telling us what your reservations were?

The obvious one that springs to mind for me is a privacy issue, however privacy is one of the core principles on which DAD was built. The software resides on your computer and your index is there too; no one can access either your index or your data unless you actively choose to share it with them. DAD (as a company) does not look at, store or use your data, and by having DAD run as software on your computer you maintain 100% control and total privacy. By working on a User 2 User basis, your data is only held in the cloud as long as it takes to transfer from one user to another, and we're also working on making this process direct as soon as we can.

If this is not the impression that you got from the website or any other information that you have found about the DADApp, then we are obviously getting our message wrong or confusing the issue, and this is something that we need to address. If it was something else that concerned you, then please let us know, as we're not in the business of try to alienate potential customers!!

As an aside, I had a quick look at your Sweet As Social Media Society website (via your Twitter profile) and saw that you mentioned SocialSafe as a means of backing up your data from social networks. We are actually the same team, and the same principle that 'your data is your data' still applies with DADApp.

I hope this wasn't an intrusive email, it's just that when we see someone who is disgruntled with the product, we should really try to find out why so that we don't carry on making the same mistakes with our marketing message. We'd really like to hear your thoughts on this and how you think we might improve the message that people are understanding.

I look forward to hearing from you.

Best regards,

To be truly honest, when I have thought later about why it was I had such a negetive impression of this service, I think merely the Logo implemented on the front page put me off the most... The one you see to the left here now, is not as bad in my opinion as the one on the front page- I pulled this from the DadApp Facebook page and think even changing the website version to this one would be an incredible improvement in the impression gained at a glance... 
In fact the blog from the team at DadApp is impressive, ultimately what convinced us of their sincerity. The content had some useful insight and links to many other resources which we have added to our own reference library! The tag line they use "The Cure for Digital Disorganisation" was actually something that really appealed to me personally. I am constantly trying to prevent myself suffering from "Information Overload"as they refer to it, purely because I can't seem to organize my information and articles etc effectively enough to keep up with myself... 

I have to admit, since looking at it again and having contact with Andy over both twitter and email, I have actually just downloaded the software myself to try it out (a month free is offered on their homepage - so I will give a bit of an update once I have had a play around... 

Some of the best references & blogs found on their site that appealed to us include this one:

Keep your friends close, keep your ‘real-life’ friends closer

"Whilst the likes of Facebook and Twitter are great for keeping tabs on people and being able to broadcast a message or thought to hundreds if not thousands of people at once, it isn’t the ideal medium for discrete sharing of photos, files and other content. By utilising the rule creating capabilities found within the DAD App, users can make certain files and folders available to certain people with simple meta-data tags. For example there are pictures you’d like your friends to see, but maybe not your parents or work colleagues. Controlled sharing between multiple devices and users on an opt-in basis allows you to regulate and organise your content so that you can share what you want, with who you want, when you want."