Looking For Eric: In Search of the Hub Consumers

Luiz Sá Lucas, Leonardo Soares and Ricardo Lopes

A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways to defend the company or the brand from attacks in the net.

Looking For Eric: In Search of the Hub Consumers

Luiz Sá, Leonardo Soares and Ricardo LopesIBOPE Inteligência IDS, Brazil

INTRODUCTION

The so-called Web 2.0 is the ubiquitous phenomena of this 21st century eve. For several companies, as, for example, Procter & Gamble, it has been four times more effective than television (Li and Bernoff, 2008). Following the same authors, Dell went into a huge transformation when the company included their consumer intelligence into almost all its departments. As another example, and again quoting Li and Bernoff (2008), a South African wine company multiplied its sales...

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