Grouped: How small groups of friends are the key to influence on the social web
New Riders, 22 nov 2011 - 99998 páginas
The web is undergoing a fundamental change. It is moving away from its current structure of documents and pages linked together, and towards a new structure that is built around people. This is a profound change that will affect how we create business strategy, design, marketing, and advertising. The reason for this shift is simple. For tens of thousands of years we’ve been social animals. The web, which is only 20 years old, is simply catching up with offline life.
From travel to news to commerce, smart businesses are reorienting their efforts around people–around the social behavior of their customers and potential customers. In order to be successful, businesses will need to understand how people are connected, how their social network influences them, how the people closest to them influence them the most, and how it’s more important for marketers to focus on small, connected groups of friends rather than looking for overly influential individuals.
This book pulls together the latest research from leading universities and technology companies to describe how people are connected, and how ideas and brand messages spread through social networks. It shows readers how to rebuild their business around social behavior, and create products that people tell their friends about.
Comentarios de usuarios - Escribir una reseña
No hemos encontrado ninguna reseña en los sitios habituales.
Otras ediciones - Ver todo
2009 research paper adoption advertising beliefs build choices Christakis and James close friends communicate Confirmation bias connected groups conscious brain conversations credibility culture danah boyd decisions Duncan Watts easier emotional brain Etsy example experiences Facebook Photos fewer follower hubs friends of friends friendship pattern groups of friends hard highly connected Homophily important incredibly independent groups influential Innovative hubs interactions interests interruption marketing look marketing campaigns memory messages millions need to understand negative Nicholas Christakis nonconscious brain offline people’s behavior people’s environment people’s friends percent permission marketing person Persuasive Technology Pew Research Center Procter & Gamble Quick Tips remember Research has shown research studies Robin Dunbar share six degrees small number social behavior social network structure social norms social proof social web someone spread ideas target tend things three degrees trust Twitter weak Wikipedia article word of mouth