Just after having written The super power of Word-of-Mouth Marketing Buy soma without prescription, post, Forrester analysts Josh Bernoff and Augie Ray presented statistics on the state of Word of Mouth Marketing.
A summary of the presentation can be read on Mashable, cheapest soma prices, Low price soma, where it also explains the three different Word of Mouth Influencers.
In the so-called Peer Influence Pyramid the Social Broadcasters (at the top), soma without rx, Soma information, Mass Influencers (middle), and Potential Influencers (bottom of the pyramid) define the three types of Influencers which, find discount soma online, Online pharmacy soma, as a brand, you need to take into account, purchase soma overnight delivery. Soma cheap drug, First to understand the dynamics how these three types of Influencers spread messages and influence.
Secondly, find discount soma, Soma australia, the create and reach the best as possible these three types in order to address all three.
The article further reports that people are making a staggering 500 billion influence impressions on one another, buy soma without prescription. This is massive, sale soma, No prescription soma, business-driven advertising and influence is being challenged by these outside influences which bypass the brand but talk about that specific brand.
Why, order soma without prescription. Buy soma from canada,
Because the Web is transparent, it centralizes content which has effect that in increases the influence of comments, discount soma, Buy soma on internet, ratings and such, much more than the offline equivalent Word of Mouth messages, order soma in canada. Approved soma pharmacy, These are fragmented and not "eternalized". Buy soma without prescription, The Potential Influencers are the group of people where the real trust can be found. It's also the largest portion of people, soma us. Cheap soma tablets, Exactly this group of Influencers can create a chain reaction, triggering friends' friends and further on.
Mashable ends with
In summary, Bernoff and Ray’s advice to marketers includes:
- Build a strategy for reaching all three types of influencers.
- Allocate your budget in light of a potential 500 billion impressions of peer influence.
- Analyze and reach out to your mass influencers specifically for maximum reach.
To make a step back, before building a strategy, reach mass influencers and allocate budget, brands first need to identify their Influencers. Without the identification, it's harder to effectively reach and empower them.
What do you think of the Peer Influence Pyramid, are there types of Influencers that miss.
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Yesterday I read an article on McKinsey Quarterly Buy prozac without prescription, on a new way to measure Word-of-Mouth Marketing.
The Word-of-Mouth Equity as they call it is an interesting equation to further explore. Real prozac without prescription, Besides the quantification of Word-of-Mouth, the overall development and importancy pointed out by McKinsey is well explained.
There are Word-of-Mouth three forms marketers need to understand: Experiential, cheap prozac from canada, Consequential and Intentional Word-of-Mouth. Order no rx prozac, The Experiential is the true C2C marketing, whereas Consequential and Intentional Word-of-Mouth is a B2C2C marketing, where Word-of-Mouth is being orchestrated and promoted by the company in order to trigger their target group(s) for further viral the C2C distribution, cheap prozac pill.
The Experiential Word-of-Mouth is the most powerful and trusted form, because it's a direct experience of the product/service by the person, which then is being positively or negatively recommended, buy prozac without prescription. If it's positive or negative depends on the gap between the expectation and experience of the product or service. Buy prozac pills, Here the thorough understanding must be present that Experiential Word-of-Mouth is forcing a paradigm shift in brand experience, it is what your target audience think your brand is, instead of a push perceivement, prozac generic.
The shift from a produced influence -solely- created by the company to a prosumerist or co-creational or even customer-driven influence can be seen clear in the image below:
A couple of points stand out in the image:
* In a developing market, Prozac, Word-of-Mouth is the most powerful influencer in the customer decision journey. This has the advantage that the innovators and early adopters do act as evangelists, which trigger their peers to show similar behavior, prozac pill. Buy prozac without prescription, The second advantage is that Word-of-Mouth is relatively cheaper than advertising tactics, being able to achieve a better margin or lower overall costs in the introduction phases.
Extensive information is not yet available, Prozac buy drug, forcing consumers to rely faster on each other.
* In the mature market, Word-of-Mouth is less influential, prozac buy, this has part to do with the transforming market, Prozac online without prescription, also because advertising in mature markets and later phases in product life cycles require lots of advertising and other still "conventional" tactics to be able to compete in the mature market. It could be well that proportionally there were much more advertising touch points with the target audiences than the consumers amongst them, creating a lower percentage which blur results, buy prozac cheap.
The second image below is the equation by McKinsey which shows an interesting perspective which can be applied to understand better how Word-of-Mouth impacts the brand and the causes, Prozac prices, be it on any kind of device or channel, which I will elaborate later on.
Because media convergence is rigidly diffusing amongst (mobile) devices, companies need to overthink tactics twice before executing them, the power of consumers is huge, the hyperconnective society is updated nearly in real-time, making the companies vulnerable when actions are not well thought, buy prozac without prescription.
The Volume and Impact equals the Word-of-Mouth Equity, prozac online sales.
The Impact is determined by four aspects, Order generic prozac, Network, Sender, Message Content and Message Source, cheap prozac.
The Volume is of importance with regard to the reach per message, Buy prozac from us, but it doesn't determine the quality of the reach. From an utopian one-on-one marketing point of perspective, the smaller the reach is, cheap prozac in uk, but the better the quality is, Drug prozac, due to personalized or relevant alignment between Sender, Message and Receiver. Buy prozac without prescription, Why is it important to understand the impact on media convergence.
Because it offers many opportunities for companies to granulate content (in the Consequential and Intentional Word-of-Mouth) to create a most effective trigger for their consumers per touch point, buy prozac canada, per channel.
Online communities grow, vertical networks with highly specialized topics and followers do grow.
Networks become interoperable, devices become interoperable, content can be requested via mobile, laptop, TV and iPad, "small" is relative and the impact is and will be forceful.
The advent of Social TV is only going to increase the power of Word-of-Mouth Marketing to new levels, creating new opportunities and challenging companies at the same time to understand, yet another channel used by consumers.
Think of what will happen if TV widgets (Twitter, Facebook and others) will enable real-time direct communication with their network to comment on the content which is being broadcasted, buy prozac without prescription.
Advertising, product placements, concepts, lots will be subject to consumer influence, instantly.
I do think the Word-of-Mouth Equity is worth the try in understanding what kind of messages will impact the brand more than others.
What's your opinion on Word-of-Mouth Marketing.
Is the equation one that you would experiment with in understanding the dynamics of Word-of-Mouth.
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Buy nexium without prescription, With anticipation I read the news on Twitter's new ad platform and its revenue model.
Important details of the ad platform are (taken from Techcrunch):
* As we previously described, order discount nexium online, Buy nexium us, the new system serves up ads based on keywords in Twitter search queries.
* Promoted Tweets will appear at the top of the search results page, cheap nexium in canada, Where to buy nexium, with small text indicating they were sponsored. The Times piece notes that companies could use this to combat negative tweets (they can place a positive tweet at the top of the page)
* A Promoted Tweet isn’t guaranteed to stay afloat for a long time — if the tweet isn’t tracking well in terms of replies, nexium australia, Nexium overnight, clicks, and a number of other metrics Twitter is calling “resonance”, nexium malaysia, Nexium canada, it will be pulled, and the advertiser won’t pay for it, cheap generic nexium. Nexium pill, * One ad will be shown at a time
* Initial ad partners include Best Buy, Virgin America, nexium in australia, Nexium side effects, Starbucks, and Bravo
* Advertisers will be paying on a CPM basis initially, generic nexium, Order nexium no rx, with plans to adjust the model once Twitter can better gauge how people are engaging with Promoted Tweets
I do think the time is here for Twitter to -at least try- to monetize micro-blogging as a communication/social-media channel, but I'm not too thrilled, buy nexium from us, Buy cheapest nexium, like the COO, about the way tweets and streams are being monetized, cheap nexium from uk.
To be honest I don't know what I expected, only not this search-engine like ad-model, buy nexium without prescription. Cheap nexium internet, Just as with Search Engine Advertising, the model is based on keywords, purchase nexium online. Purchase nexium no rx, Unfortunately, keywords are ambiguous which can add noise in the understanding of the intention by the user.
Of course this will be less because other users can interact/comment on a tweet in real-time, creating faster some sort of context around the keyword.
Imagine the following two scenario's:
* If an user complains about a brand and searches for other tweets to read other opinions or interact, are users really awaiting for an ad of that brand or do they want attention from that brand. Buy nexium without prescription, * Now the other way around, when someone raves about a brand, from the brand point of perspective, don't they want to empower these users instead of showing an ad.
In both cases, the purpose of ads and communication between users and brand are not matching and the touch-poins can be utilized much better.
Is an ad-based revenue model even possible/relevant in the micro-blogging environment.
I do think other revenue models are more qualitative and do match intentions better without over-commercialising communication streams and therefore are less bothering and interrupting the user experience.
The quest for a suitable revenue model goes on, it will be interesting to see what reactions are.
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The relatively new Streaming API by Twitter makes it possible to achieve the following (taken from the Twitter blog):
- You’re visualizing tweets in real-time online or on-air.
- Buy wellbutrin sr without prescription, You want to present tweets in a continuously-refreshing experience, e.g, you want to broadcast new NCAA basketball tweets as they’re created.
- You’re following a specific group of users in real-time, e.g. Wellbutrin sr buy drug, a group of reporters.
- You want to capture a very large number of tweets for analysis (either real-time or after-the-fact), e.g, wellbutrin sr in malaysia. Find wellbutrin sr no prescription required, all the tweets about a State of the Union address.
These are interesting applications which can and will have impact on TV formats and concepts. Real-time integration of User Generated Content (UGC) into the TV content, drug wellbutrin sr online purchase. Wellbutrin sr online sale, In the further integration of TV and Web, Twitter has been tested more than once in bridging the two, cheap wellbutrin sr no rx, Find cheap wellbutrin sr, think of TV Chatter and Chitter.tv, both are efforts and learning curves in order to understand relationships between the two and how people consume their content, wellbutrin sr.
Another interesting effort is Twision, the Spanish Twitter driven TV show, buy wellbutrin sr without prescription. Buy wellbutrin sr in us, Have a look at the video (Spanish spoken) to have an idea how the concept works.
Both have different approaches and will benefit by the Streaming API opportunities.
What are the different approaches?
TV Chatter and Chitter.tv are sites which bundle tweets/UGC around other content, buying generic wellbutrin sr. Wellbutrin sr uk, A network of information is created and displayed around the broadcast. Buy wellbutrin sr without prescription, Twision on the other hand goes further in its integration of co-creational efforts. In this program, real wellbutrin sr without prescription, Wellbutrin sr tablet, viewers co-create with the presentators the content which is real-time broadcasted.
I have tested both TV Chatter and Chitter.tv, buying wellbutrin sr online, Order wellbutrin sr from canada, and the distribution of attention between the broadcast and the network tweeting around it, makes it difficult to follow both, wellbutrin sr for sale.
The two require attention in order to be fully experienced and understood. I got the feeling that the television was on the "background" in a kind of multitasking way where the served Web content was the primary focus.
However the TV Chatters' are solutions "in between" and easier, for an integral experience of TV and Web, Twision formats are the future, buy wellbutrin sr without prescription. Not only format- and technology-wise, but more importantly, from a prosumerist and co-creational concept. To create a near real-time experience, the power of the Streaming API willl add its value.
Regarding the last point, capturing tweets for analysis, could prove itself to be an important addition to Social Network Analysis (SNA), real-time uncovering patterns and relationships.
Besides the insights and knowledge acquirement, this kind of UGC can be moulded into a business model, able to be accessed by companies to learn more about their target groups and further granulate marketing efforts.
It can be a revenue stream for Twitter, in a partnership model or otherwise.
What do you think of the Streaming API and its possible effect on TV.
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Buy lexapro without prescription, Within a few months it will be possible to get Skype on your TV.
The TV manufacturing partners of Skype, lexapro in australia, Buy cheapest lexapro online, LG and Panasonic have embedded Skype in their internet-connected HDTVs.
This is a new and great way to communicate with your family and friends, lexapro online stores, Fda approved lexapro, away from the computer. A large screen further intensifies the experience, order lexapro. Lexapro overnight, The relax factor is an advantage as well for the users (and a USP for Skype TV), video calling on a big screen on a couch does certainly make it a more fun call-experience, lexapro cheap. Lexapro prices,
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Buy zyban without prescription, Tagwhat is a geo-centric mobile Augmented Reality application that by means of a social network, users can create and share content which can be seen on location.
Some of the opportunities -as can be seen in the video- are Local Businesses, zyban malaysia, Buying zyban, keeping a journal, Videos, cheapest zyban, Cheap generic zyban, store locations and advertising.
Furthermore it's possible to follow other people enabling a network of Augmented Reality tags, zyban online cheap. Zyban overnight shipping,
Augmented Reality networks still have to validate their value, buy zyban pills, Cheap zyban, but novelty of such networks and the AR technology itself fuel initial interest of users.
A business model for Tagwhat is of course advertising which blends in with other types of tags, canadian pharmacy zyban, Zyban no rx required, creating a less pushy advertising model. Besides this, context/location is key, making advertising more relevant and less disturbing, buy zyban without prescription.
Pre-conditions like the following make or break a social network:
*The amount of interaction between people, zyban online sale. Purchase zyban online, *The amount of quality content/interaction between people.
*The amount of people, zyban online without prescription. Buy zyban on line, *The amount of active people must be big enough, most people are passive, buy zyban from canada, Order cheap zyban online, they like to sign up and read, but are not the content/interaction generators, zyban medication.
Buy zyban without prescription, *The community must be relevant and specific to one or more segments, the more niche, the higher value added, but the fewer people and thus interaction. Zyban sale, *People need to make a choice.
The furthering fragmentation of the social network landscape will create increasing pressure on succession or failure. Augmented Reality has the power to uniquely position a platform in favor of its usage. It's up to the users to adopt and integrate a network like Tagwhat in their daily lives.
Will such social Augmented Reality networks diffuse or not.
What could business models be for User Generated Content networks like these.
.
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Buy imitrex nasal spray without prescription, Recently, I was fortunate to have the opportunity to do a lecture / presentation at the Annual MARUG (Marketing Associatie Rijksuniversiteit Groningen) Conference, the largest Dutch marketing event organised by students here in Groningen. There were over 400 students and business participants this year and the marketing theme for 2010 was Experience Marketing (I actually prefer the term Experiential Marketing), order imitrex nasal spray no rx. Cheap imitrex nasal spray from canada, Some of my more recent writings and research have been around emerging television platforms and convergent media so I thought it might be interesting to blend it into the presentation and make it relevant for future marketeers. Because this space could very much play a part in their futures, cheap price imitrex nasal spray. Imitrex nasal spray tablet,
View more presentations from Richard Kastelein.
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Buy cipro without prescription, Much has been written about the ROI that can be generated by Social Media, I've read many kinds of ROI's, all trying to reflect efforts and its return.
But there's a paradox when having a closer look at the two terms in relation to the new open business environement.
First let's decompose ROI and Social Media, cipro online.
ROI:
A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. Cipro in uk, To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.Keep in mind that the calculation for return on investment and, therefore the definition, can be modified to suit the situation -it all depends on what you include as returns and costs, buy cipro without prescription. The definition of the term in the broadest sense just attempts to measure the profitability of an investment and, cipro buy, as such, Discount cipro, there is no one "right" calculation.
For example, a marketer may compare two different products by dividing the revenue that each product has generated by its respective marketing expenses, approved cipro pharmacy. A financial analyst, Order no rx cipro, however, may compare the same two products using an entirely different ROI calculation, perhaps by dividing the net income of an investment by the total value of all resources that have been employed to make and sell the product, cipro cost.
This flexibility has a downside, Cheap cipro internet, as ROI calculations can be easily manipulated to suit the user's purposes, and the result can be expressed in many different ways. Buy cipro without prescription, When using this metric, make sure you understand what inputs are being used.
Secondly, let's have a look at the definition of Social Media:
Social Media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many), generic cipro cheap. It supports the democratization of knowledge and information, Pharmacy cipro, transforming people from content consumers into content producers. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content, buy cipro online without prescription. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age.
When thinking of both terms and and how they can relate to each other, I conclude that the terms are "forced" in order to create meaning with current understanding and definitions.
The ROI of Social Media is like trying to ascribe ROI to a telephone line.
Part misinterpretation and misunderstanding of both terms and part the necessity to quantify in order to meet business objectives, are reasons why this enigma won't be solved soon, buy cipro without prescription. Cipro for sale, Return on Investment is a short term metric, a direct relation between cost and return is calculated, and (short term) objectives don't have much room for tactics or actions that don't add direct value to the ROI, order discount cipro online.
Here's where the complication is, Order cipro no prescription required, communication and interaction often do not add direct value to a quantifyable objective (for example sales).
The best example within Social Media is Trust. How can the long term process of gaining and retaining trust be expressed in a ROI, cipro medicine. Buy cipro without prescription, Surely, when consumers do a purchase (be it a soft or hard conversion), it is the only quantifyable and "visible" action/reaction within a much larger process by the company and other consumers.
The latter is important and the crux within this question. Buy cipro from india, Social Media is causing a paradigm shift where all conventional wisdoms are becoming obsolete.
One of these wisdoms is the notion of two seperated entities, businesses versus consumers and the interaction between these two, cipro order, ending up in sales, Buy cipro online cheap, profit, revenue, ROI and so on, cipro internet.
A revaluation is necessary, Canada cipro, in this transparent digital world, the seperation is disolving and consumers are complementing and replacing pieces of business processes.
If consumers become part of the business, how must these external entities be calculated and taken into account, buy cipro without prescription.
It's not only the -direct- cost business cost what counts, but also the indirect and consumer-added related costs which should be taken into account in order to understand the new relationships and impact.
So, what is the real "ROI" of Social Media. I do not have a clear and sustaining answer yet.
A new digital landscape requires as a new way of conducting and quantifying business. Buy cipro without prescription, I believe the first step in this paradigm shift is to release the legacy of conventional business rules. Comparison -with old standards- is in this case a devaluation of the real opportunities and power of Social Media.
From there on, known metrics and KPI's will have new interpretations which explain relations and money flows better than the current ones.
It's a long learning curve and many challenges won't be solved within months. Take the business effects of Social Media into long term strategies, set aside budget to research and test this phenomenon. In the mean time, transitions will happen and New and Old ways will meet.
What do you think the ROI of Social Media is.
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Thought I would share my winning pitch for The Netherlands Deloitte's Technology Buy armour without prescription, , Media & Telecommunications (TMT) Predictions 2010 Tech Visionary for futurist views on Social TV and Media Convergence. Cheapest armour online, I wrote it on the train on the way down... I actually forgot half of it and kind of made it all up again once I got up there, discount armour without prescription. Buy armour from us, I had two minutes to pitch... in front of about 200 of Holland's tech community who voted by SMS, armour us.
My name is Richard Kastelein, I am a Canadian of Dutch heritage and am currently working a Chief Strategy officer for a startup in Groningen called Worldticketshop as well as building a creative and innovation agency called Agora Media Group in London, buy armour without prescription. Buy armour internet, How many of you have young children out there?.In five years, your children and mine will laugh at the old days when certain programs were available only at certain times, buy armour on internet. Cheap generic armour, We will too.
On demand TV is just part of the great change we are going to see in the future… where media will be ubiquitous, armour non prescription, Armour canada, and will no longer be the passive experience we now see today.
It’s called TV Everywhere.
I am going to go through four quick points, armour drug. Buy armour without prescription, 1. Production. Armour pill, The rise of User Generated Content has already and greatly shifted the Internet landscape and will do the same for TV. Merged media will be everywhere, purchase armour without prescription, Order armour no prescription, video, audio, armour online stores, Purchase armour, photography, 3D and more, order armour in canada. Cheap armour no prescription, 2. Delivery – Entertainment will be available in the cloud – everywhere, on demand and available to anyone, lowest price armour, Buy armour us, anywhere.
3. Consumption - This will be profoundly changed due to the future convergence of the Web and TV, armour without a prescription, where web widgets become part of the TV experience and viewing culture will be radically changed due to the inclusion of recommendation engines which will offer true reflection of consumer needs and wants.
4. And lastly, Monetization, buy armour without prescription. Last year, it was noted by MTV here that content companies are now driven by control of Intellectual Property. And that has too and will change. Business models will change. I call it tCommerce and it will also be a paradigm shift for the TV industry. Buy armour without prescription, Last year MTV also mentioned that new business models will need to come into place. We feel that affiliation models will rise – profit sharing rather than profit hoarding. The ability to shop on TV will be seamless and simple allowing for revenue sharing between the broadcasters and advertisers.
Already new players in the social tv space are building API’s and SDK’s to allow developers to make the shift from iPhone and Facebook to new models on TV. Yahoo Connected has an Open API, Europe 's HBBTV will likely be Open Source software as it's based largely on Open IPTV and even BBC’s Canvas in the UK is pushing towards open standards.
I will wrap this up by saying that it’s my feeling that this could be the next ‘bubble’ in the market as TV is going be decentralized and it will, in the future, be owned by the audience in many ways, buy armour without prescription. Unlike TV today…. Such as in the USA, where the networks are publically owned and contracting – with no sign of growth in the future.
Thanks for your time and feel free to contact me at the borrel if you are interested in chatting further. We are working on building products for this new space.
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