You know it’s true!
How do you get attention for a new social network when the market is dominated by Facebook/ Twitter etc. Just10 has that problem when they approached Babel with a social network that is based on the premise that most people only really have a small number of close friends and they ought to be able to have conversations with them without the risk of being ‘overheard’.
Instead of choosing to focus on the network itself, we chose instead to concentrate on building profile on issues not well addressed by existing social networks – privacy, snooping, the right to be forgotten, relevant government legislation etc. Our Secret weapon was the company’s founder, the prominent privacy campaigner, Fred Ghahramani. We worked with Fred and his team to hone the message for the UK market and to develop the strong opinion that we could use for core content for outreach to influencers.
With just three months to work on the project Babel opened the door to a range of opportunities in key outlets including the Guardian, Financial Times and Newsweek.