Grouped: How small groups of friends are the key to influence on the social webNew Riders, 22 de nov. de 2011 - 168 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. |
Conteúdo
How and why we communicate with others | |
How were connected influences | |
How our relationships influence | |
The myth of the influentials | |
We are influenced by what is around | |
How our brain influences | |
How our biases influence | |
Conclusion | |
Acknowledgments | |
Outras edições - Ver todos
Grouped: How Small Groups of Friends are the Key to Influence on the Social Web Paul Adams Prévia não disponível - 2012 |
Termos e frases comuns
2009 research paper adoption advertising 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 follower hubs friends of friends friendship pattern Further reading groups of friends hard highly connected Homophily important incredibly independent groups influential INFORMATION INFORMATION INFORMATION Innovative hubs interactions interests interruption marketing look marketing campaigns memory messages millions need to understand negative Nicholas Christakis nonconscious brain offline ok ok ok people’s behavior people’s environment people’s friends percent permission marketing person Persuasive Technology Pew Research Center Procter & Gamble Quick Tips rational brain Research has shown research studies Robin Dunbar six degrees small number social behavior social norms social proof social web someone target tend things three degrees trust Twitter we’re weak weak ties word of mouth Zynga