Created in 2007, Watercooler is a platform for sports and TV fans that allows users to access the application from social networking sites, including Facebook, MySpace, Bebo, Hi5, and Friendster, so that the content created with one post is duplicated on all the user's sites.
Kevin Chou, CEO of Watercooler, said that more than 20 million have downloaded its application or joined its communities, but now it needs to focus on a branding plan.
“[Our branding] is to build ourselves as the ESPN for the Facebook generation. We haven't been very good about conveying what we do to the marketplace,” Chou said, adding that the site's two-tiered mission can be difficult to explain.
The plan includes building its current base as well as growing new audiences. According to the company's internal research, 95% of the site's users are under 35 and 50% are under 24. Women make up most of the entertainment users and about 40% of the sports users.
“The challenge we expect to tackle stems from the fact that all of these conversations [about TV and sports] are occurring across numerous social network sites,” said Todd Defren, principal at Shift. “We'll need to wrangle those scattered voices to tell a cohesive story for Watercooler in the mainstream press.”
Outreach will target traditional media and blogger relations and, while VentureBeat and TechCrunch have featured the company, Chou wants coverage to expand to consumer and business blogs.