Archive for the ‘ Social ’ Category

New Book: Groundswell

Groundswell by Forrester Research

groundswell

“Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works.”
A Book by Forrester Research Analysts Charlene Li & Josh Bernoff

Also by Charlene: Social Technographics® – Mapping Participation In Activities Forms: The Foundation Of A Social Strategy US$279 at Forrester

social_technographics

pdf_icon Download the electronic version of Book Excert free of charge.

 

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Branded Entertainment

Contagious

contagious_logoThe Attention Economy is upon us, be careful how you invest!

Consumer attention has become the rarest of commodities, as the principles of this ‘attention economy’ remind us. So the costs of production are no longer ‘cost drivers’, but have become the new ‘value drivers’. This includes the cost of writing, especially if we assume that these new formats demand the skills of authors rather than creatives.
These brands, acting as media or entertainment providers, are indeed targeting an audience, and are no longer addressing what they usually consider as ‘prospects’ or ‘consumers’. In an attention-driven economy, attention has to be earned and rewarded. An audience, by nature, is fickle and demanding: it will decide whether or not to interact with the content/experience offered by the brand according to whatever ‘perceived value’ the right communication strategy or PR campaign will manage to attach to it.
The ‘real value’ delivered by the experience (in this case an entertainment value, as we are talking about branded entertainment) will reward the audience for the attention it chose to allocate to the operation. As a result, audience satisfaction with the content/experience will be a key driver of talkability and actual recommendation.

A piece of content will live or die based on it’s ability to forge a real emotional connection with the viewer.

The smart moneys says that the saviest consumer will soon demand entertainment in place of advertising.

pdf_icon  Download the electronic version of Branded Entertainment – Article free of charge.

 

Lifestyle Media & Advertising

Price Waterhouse Coopers – CTI Publications

lifestyle_advertising_coverThe most fundamental shift in the history of media usage is upon us. Consumers are empowered by new technology and distribution platforms to engage with media and advertising in new ways. They are interacting with content, not just taking it in.
PWC believes that instead of attempting to position themselves alongside the segmented lifestyles of mass audiences, advertisers must now aim to position their brands within the lifestyles of individual consumers. This is an opportunity that PWC terms lifestyle advertising.

pdf_icon Download the electronic version of Lifestyle Advertising free of charge.

 A new approach that helps consumers maximize their limited time and attention to create a rich, personalized, and social media environment is needed. PricewaterhouseCoopers calls this approach lifestyle media; it is the combination of a personalized media experience with a social context for participation.
This report analyzes the impact of convergence on the video content, communications, advertising, and audience measurement industries; incl. key trends and roadmap.

pdf_icon Download the electronic version of Lifestyle Media free of charge.

 

Wikinomics Playbook

Wikinomics – How Mass Collaboration changes everything

playbook_graphicThanks to the Web 2.0, companies are beginning to conceive, design, develop, and distribute
products and services in profoundly new ways. The old notion that you have to attract, develop and
retain the best and brightest inside your corporate boundaries is becoming null. With costs of
collaboration falling precipitously, companies can
increasingly source ideas, innovations, and uniquely qualified minds from a vast global pool of talent.
The Wikinomics Playbook is another example of how mass collaboration is transforming the
economy and society. Wikinomics book was published with 11 chapters, but only the first ten chapters had been written. Chapter 11—the Wikinomics Playbook—was a blank slate with an open invitation for the world to help us write a fitting conclusion on wikinomics.com. Over the course of 2007 something remarkable happened. A community of readers and experts formed and took on a life of its own. Thanks to a great deal of diligent “wiki gardening” the community crafted a compelling
and insightful guide to embedding wikinomics concepts and principles in 21st century organizations and business enterprises.

pdf_icon Download the electronic version of Wikinomics Playbook free of charge.

 

Word-of-mouth in B2B

Economist – Global Technology Frorum Blog

"A recent GTF story caught our eye. It says that all the technology, advertising, and media hype in the world still doesn’t outdistance WOM – word of mouth. In a recent survey of business managers on what influences their business purchases, 53% gave word of mouth recommendations as their first choice.

How do WOM recommendations spread? Mobile, email? No, the story says it’s passed on by old-fashioned face-to-face communication. So, the moral is, if you want to promote your product or service, get out there and network."

Mapping The Blogosphere

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