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This most recent Pew internet study emphasises the power of the web in strengthening social ties and changing decision making patterns.
"Rather than conflicting with people’s community ties, we find that the internet fits seamlessly with in-person and phone encounters. With the help of the internet people are able to maintain active content with sizeable social networks…"
The study [...]
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Latest Jupiter research warns brands of the dangers of ignoring what consumers are saying online. The study concludes that, although 53% of web users view rather than post information, they are influenced by a hardcore of vocal brand commentators who have the ability to adversely affect brand reputations. Julian Smith, report lead analyst says;
"Organisations ignoring community [...]
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Yahoo amongst others are now recruiting for word of mouth marketing positions. This is not part of the job spec, but an entire role. A certain acknowledgement of changing times.
Thanks to Ben McConnell.
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More from the BBC on blogging. The article explores the power of guerrilla customers who are empowered through new techology to affect brand reputations by publishing personal experiences for vast audiences to read.
"Thanks to the web, people who have bad experiences with customer service departments can take their grievances to a mass audience online, with [...]
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Thanks to R/GA for hosting an interesting Nokia agency summit in New York. Cool offices set in a mini oasis set back from the horn honking, human stampede that is downtown. The trip was a mad rush as I was in Eastern Europe and had to fly back to London before connecting to JFK and returning to the UK in [...]
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Interesting examination of two recent pieces of research on podcasting - one the Forrester report on social computing (read the 1000heads review here) and the other a UK based study from BMRB.
Both studies differ slightly, with Forrester far more cautious in predicting podcast growth.
What is clear from the perspective of researchers as well as media producers [...]
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Here’s a simple 5 step plan to get your ‘efluential’ customers (influential voices amplified with new technology) working for you - written by Marsteller’s Andrew Nibley. Some good stuff and a sound top line introduction to the concept of building customer advocates.
"Where an influential might influence 2 other people to purchase a product or service, an e-fluential influences, on average, 14 other people."
Andrew [...]
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On the back of a blogosphere badmouthing, Jack Trout pulled some WOM evangelists (Steve B and Emanuel Rosen included) together for a recent radio talkdown. Makes interesting listening with Jack much more receptive to WOM marketing than he appeared on Forbes.
Listen to the choice cuts here.
