Popdeem is not the only platform that promotes end-user sharing and interactions: Here, we analyze the secret sauce that they hope will set them apart from the pack
There is something inherently unsocial about social media banner ads. Displaying ads on a website is one thing, but on social media platforms that are all about genuine communication and peer-to-peer interaction, the presence of static ads posted by brands you have no relation with is in itself un-social.
In 2012, Richard Whelan and Gavin Hayes decided to create a different form of social advertising, one that focused on rewarding individuals who shared and promoted the offerings of brands and venues. They felt there had to be “a better way for brands to integrate into the conversation on social networks without disrupting the flow of conversation.”
To this end, they created the mobile rewards platform Popdeem, which provides rewards to local influencers in exchange for promoting and recommending the featured businesses. So far, it has launched as a beta service with 15 local businesses in Dublin.
After the success of its beta round, Popdeem was able to raise a €500,000in round of funding from leading Irish angel investors Delta VC and Enterprise Ireland. Its SaaS funding model charges businesses based on the number of users they sign up to use the app, which is white labeled and can either be integrated with a store’s existing mobile app or used on its own.
Popdeem is not the only platform that promotes end-user sharing and interactions. Websites like Stacksocial allow individuals to enter giveaways in exchange for liking or tweeting about a product. In the world of mobile apps, SocialRewards and AddShoppers also encourage users to share recommendations in exchange for points and rewards.
However, Popdeem’s strength seems to lie in the extent of its understanding of the target users. It provides venues with detailed insights about individuals who have downloaded the app, including their personal interests, their social influence, and their level of brand advocacy. This allows brands to target specific influencers with promotions that most appeal to them – in exchange for shares and increased exposure. This advanced knowledge about users’ influence and interests is combined with the ability to send personalized messages and display customized offers based off a user’s physical location; this is similar to services provided by other social rewards platforms, but is backed with more specialized insight regarding the app’s user.
With an intuitive interface and advanced customer insights, Popdeem provides an important specialized service in an increasingly competitive advertising market that seeks to maximize the benefits of social media marketing.
Featured Image Credit: Popdeem