Blog about innovation in communication and social media by Andreina Mandelli

Popularity is not Influence on Twitter

2010-05-09T07:48:00.000-07:00

From this study

http://bit.ly/ciDdvL

The findings show that being popular on Twitter does not mean being influencer.

The study is based on an analysis of Twitter data using three metrics:

1) indegree,
2) retweets
3) mentions.

The findings in short:
" First, popular users who have high indegree are not necessarily influential in terms of spawning retweets or mentions. Second, most influential users can hold significant influence over a variety of topics. Third, influence is not gained spontaneously or accidentally, but through concerted effort such as limiting tweets to a single topic. We believe that these findings provide new insights for viral marketing and suggest that topological measures such as indegree alone reveals very little about the influence of a user."

The paper:
Measuring User Influence in Twitter: The Million Follower Fallacy
Meeyoung Cha Hamed Haddadiy Fabr´ıcio Benevenutoz Krishna P. Gummadi

Top Cross Media Trends in 2010

2009-12-22T09:04:00.000-08:00

From NielsenWire

Top Cross Media Trends in 2010:

1) Convergence is in demand.
2) Second and third screen initiatives grow.
3) Audience fragmentation continues.
4) New and varied approaches to content are created.
5) Multiple distribution opportunities are formed.

Want more? .... get it here
http://blog.nielsen.com/nielsenwire/online_mobile/big-screen-smart-screen-small-screen

AM

How Kodak uses influencer analysis for branding

2009-12-20T16:20:00.000-08:00

Here is the article

http://adage.com/digital/article?article_id=141147

Big numbers & long tail in digital economy

2009-12-20T15:28:00.000-08:00

An article in the Economist about the power of big numbers in the world where the niche was supposed to be the king (according to the theory of the long tail, http://www.longtail.com/).

I suggest to read it:
http://www.economist.com/displaystory.cfm?story_id=14959982

It is an old story, something that W. Russell Neuman explained back in 1991 (The Future of Mass Audiences), encouraging to consider the not so-simple rules of new media economy.

New media technology fosters two contradictory drivers of change:
1) one, the power of standardization and big numbers, explained through the economies of scale of media production, and the mass psychology of media use, and
2) one consistent with the fragmentation and customization power of interactivity.

But, as this article and a study published in Harvard Business Review in 2008 (http://hbr.org/2008/07/should-you-invest-in-the-long-tail/ar/1) explain, there are also social and cultural reasons for explaining the enduring importance of big hits, even when new communication technology makes niches more viable, and why "people cluster around popular products".

Though some niche products can be successful, it is more and more difficult to find a business model for the growing numbers of product options available in the digital markets.

Quoting the Economist: "The old-media world of limited choice, in which any product that was not too objectionable was guaranteed a decent audience, was a comfortable place. Pleasing a customer who can choose from several hundred films and television programmes even without getting up from the sofa, by contrast, is an unnerving prospect."

It seems there is no shortcut or simplified route for explaining (and managing in) digital economy, not even in the era of social media. It is a complex world, and it needs to be studied as such.

AM

From the field: a presentation by Niccolò Magnani (MRM Worldwide) on social media marketing

2009-11-25T09:13:00.001-08:00

Invited speech on Social media marketing at our course on "Digital Markleting" at USI Lugano

http://www.slideshare.net/mypurechaos/200911101-social-media

Enjoy

AM

Know the social behavior of consumers if you wanto to work on the new web

2008-07-22T15:03:00.000-07:00

An interesting article on Knowledge.Wharton of University of Pennsylvania on the relation between firms and the new interconnected and social markets

http://knowledge.wharton.upenn.edu/article.cfm?articleid=2009

In short: if you want to work on the web 2.0 you need to know not only the answers to the "'who, what, where and how" questions. You need to know the "WHY", and therefore the cultural explanations of social behavior, in order to understand and work on the cultural differences in web 2.0.

AM

Biblio on social media

2008-03-15T16:11:00.000-07:00

A basic biblio on social media:

Gillin, P. 2007 The new influencers. Quill Drivers Books

Holtz, S., Demopoulos, T. (2006), Blogging for Business, Kaplan Business,

Meerman, D. 2007 The new rules of marketing and PR. Wiley

David Kline, Dan Burstein, Arne J. De Keijzer (2005) Blog!: How the Newest Media Revolution is Changing Politics, Business, and Culture. CDS Books

Justin Kirby, Paul Marsden (2005) Connected Marketing, First Edition : The Viral, Buzz and Word of Mouth Revolution. Schumann, D. W.;

Thorson E. (2007) Internet Advertising. Theory and Research. Erlbaum

Tapscott, D.; Williams, A. 2006 Wikinomics, Penguin

Efraim Turban, Dorothy Leidner, Ephraim McLean, James Wetherbe (2005) Information Technology for Management : Transforming Organizations in the Digital Economy. John Wiley & Sons

Weber, L. (2007), Marketing to the Social Web, Wiley

Social media for PR & metrics

2008-01-12T14:50:00.000-08:00

Initial Findings of New Influencer Study Shared at SNCR Research Symposium

http://www.newcommreview.com/?p=935

We should try to define more effective metrics for social media and new influence processes.
This is among the initial findings of the SNCR's latest research study (survey of nearly 300 PR professionals) presented at the Society for New Communications Research Symposium in Boston, MA in December 2007.

Blogs influence journalism

2008-01-12T14:25:00.000-08:00

A study on the influence of blogs on journalistic work.

http://www.marketingcharts.com/print/blogs-influence-journalists-nearly-all-facets-of-news-coverage-2982/?camp=newsletter&src=mc&type=textlink

Blogosphere has become a relevant source of information and interpretation for journalists.

Research on video sharing

2008-01-12T11:17:00.000-08:00

Here a report on a recent research on video sharing in the US (Pew Internet/Internet).

http://www.pewinternet.org/pdfs/Pew_Videosharing_memo_Jan08.pdf

Nearly half of online US adults now say they have visited video-sharing sites such as Youtube and similar services. It is a growth of more than 45% year-to-year.
Women's adoption is increasing more significantly (+ 59%) than men's.
Older segments' use is rising (+58% in the 50-64 segment) more than in younger segments.