Internet: Social networking, online communities

 

In 2008, T-Mobile had the lowest market share, worst average revenue per user, lowest brand consideration and highest churn of the big four UK mobile operators. The ‘Life’s for Sharing’ campaign was d ...

Social media platforms can be relentlessly transient, demanding micro-engagement at every moment. This worries businesses as they are used to controlling time on their own terms. They equate time with ...

The coming decade will see a redefinition of what constitutes advertising and media. Some changes have been hastened by the global economic crisis and others by new technology. The digital world is br ...

Traditional marketing methods don't work in social media. While marketing is traditionally about persuading people to buy our stuff against a competitor's in an adversarial way, social media spaces ar

The speed of share is the speed at which great ideas travel across consumer networks. Compelling content in any media channel can travel as fast as consumers are willing to share it with others. This

In his monthly column, Paul Feldwick addresses the question, "Does low-attention processing apply to ads shown next to YouTube videos or internet display ads shown on content sites in general?" Studie

We claim to love cheap goods and proudly brandish our own-brand baked beans, but in truth we do not value these mass-produced items. Marketers wrongly believe that social media marketing is also cheap

The internet has continually reinvented itself, as all new technologies have to do. The constant stream of updating information has led to what Marian Berelowitz calls the Now web. Barack Obama’s inau ...

As buzz around social network Twitter has grown, many retail and e-commerce brands have begun to reap the rewards of using it as a marketing, customer-retention and customer-marketing tool. There are ...

This presentation provides an overview of the online community platforms that are being used for product and service innovation. The presentation introduces a new form of online platform – the multi-c ...

This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in so ...

Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked ab ...

Economic models have been changing and we now live in a collaboration economy, where peers are the new keepers of brands, media and content through social computing. In this new landscape, Social Netw ...

A “Creativity in the Age of Social Media” Webinar presentation to the American Association of Advertising Agencies (4A’s) by Edward Boches, chief creative officer/chief social media officer for Boston ...

This report summarises internet and mobile usage findings from the Future Foundation's "Changing Lives" survey research, leading with news that in the spring of 2009 the internet in the UK r ...

Radical changes in consumer behaviour, sparked by the economic crisis, have created a need to ‘reboot’ established approaches to marketing. Like the reappraisal occurring in the global financial world ...

Technology has brought consumers an almost infinite degree of choice. Products are broken down into smaller and smaller constituent parts so we can customise every aspect of our consumer experience to ...

Social media and web 2.0 provide new research tools, such as netnography, online communities, crowd sourcing and co-creation, to deepen and prolong the engagement with consumers. A key role for resea ...

With digital media now ubiquitous in consumers’ daily lives, brands must be people focused and communicate with them constantly. The days of a marketing campaign that lasted for a determinate period a ...

The CompareTheMarket.com case study is a story about the creation of a meerkat who became a social media cult hero with a hugely popular website created specifically for the campaign, CompareTheMeerka ...

Faris Yakob tracks the inception and evolutionary growth of the microblogging platform, Twitter. He describes how it has come to be established as a new media channel and the influence it is bringing

In her column on social media, Molly Flatt argues that brands on social networking sites should behave like brands rather than pretending to be consumers' friends. They should see customers as colleag

With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segm ...

Enterprise 2.0 is a term encompassing all the web-based tools that facilitate networking and collaboration, and the shift from desktop to web-based applications. This article argues that companies wil

The paper argues that online brand communities often fail because of a false assumption that they develop organically and should be left alone; on the contrary, the most successful resemble hierarchic

Social media are now becoming demographically widespread. Categorising participants as 'professionals', 'paid' and ordinary users is now inadequate; online presences are far more complex than this sug

The article argues the importance for brands of embracing and properly measuring their online impact, especially in social media. What to look for is discussed (a checklist is given). Advantages and d ...

The article discusses the development of `social media, which are based on creating and sharing conversations and relationships, and considers how brands can behave effectively in this context. The be ...

Social networking websites are playing an increasingly fundamental part in the social lives of young adults, making them a potentially attractive -and lucrative - opportunity for advertisers. This Bes ...

The article argues that there is a general tendency to misunderstand online communities: they are seen as 'authentic', 'honest',' open', 'real people', in contrast to companies which are seen as disin