This research paper, Power, media culture and new media, delves into social justice issues surrounding the democratizing effects of new media. The paper points out that new media benefits (e.g., easier access to information through widespread platforms like mobile devices) are not equally shared or distributed across class, race, or national origin. The paper also [...]
Brand engagement
This presentation, The Audience is Always Right, by TBWA\ Berlin Media Arts team is one of the best I’ve seen explaining how brands need to reconstruct their core ethos pertaining to consumer communications. It delves deep into a situational analysis and then delivers some very meaningful aphorisms as guidelines:
Start with a simple truth
Create time, [...]
Metrics
Here is a great primer on RFM analysis, which I believe has applicability to social media marketing. The foundation of RFM is something that can drive the establishment of engagement metrics as well as allowing marketers to do a better job at managing the social media marketing channel.
Social media
Scoop44, an online “newspaper” founded by college [...]
Social media coolness
Henry Jenkins, Director of the MIT Comparative Media Studies Program and the Peter de Florez Professor of Humanities, has contributed to a seminal eight part series whitepaper on redefining theories underlying how information spreads across the globe. This series’ concepts are particularly important to brand management practices employing the social web as a [...]
Blogging:
Here’s a good history of SEO since 1999, which is valuable to understand how things have changed over the last 10 years. Change is a constant with the Internet and SEO…what “worked” yesterday may not “work” today. Thus, focus on passionate, relevant, and niche content as a way to ground your SEO efforts on a [...]
I’m starting something new this week. My goal is to compile a weekly short list of quality resources about blogging, social networks, and social media coolness.
Blogging:
The FutureBuzz is one of the finest blogs I’ve found discussing how to market your blog and blog posts. Adam Singer, really takes the time to dig deep into issues. [...]
If one stops and ponders the amount of data and content users add to Facebook on a daily basis, it’s truly staggering. I’ve often wondered what the Facebook data team does with this data and content. Recently, I stumbled across two insightful articles and a video series that sheds some light on this.
The first article [...]
Here’s an excellent article on the PR 2.0 blog about the new homepage design features Facebook will soon release. The article gives a reasoned analysis of the new Facebook feature-set as well as possible implications for brands, individuals, and services like Twitter and Friendfeed.
What could be considered the Wall 2.0 or quite simply, a personal [...]
I’ve consolidated most of the research articles and various other related sources I’ve used on this new page: Compendium of Web and Social Media Research . I will continue to update this page on a routine basis.
Real estate firms need to realign, indeed rethink, their team culture and structure to keep abreast of rapidly evolving marketplace and competitive pressures. I touched on this topic last week on the “Content is King” panel I shared with Mr. Hahn at Inman Connect NYC. I certainly share his sentiments regarding developing a content strategy. [...]
Here’s another recent article on the changing consumer landscape regarding brand affinity and marketing. It parallels themes from my Crowds, Hives, Mobs, Swarms post.
The contemporary savvy consumer is seen as someone who combines areas of competency (particularly technological sophistication, network competency and marketing/advertising literacy) with empowerment (especially self-confidence and self-efficacy).
The paper points out that consumers [...]
Here is a great article discussing intriguing concepts in consumer innovation.
With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing[.]
The authors argue that marketers should redefine “consumer” as an individual belonging to various creative/collaborative communities (Crowds, [...]
Real estate professionals looking for sources of inspiration should consider the following quip from the book Chasing Cool:
The next time someone says they want to be the iPod of their industry, ask them this: before he came up with the iPod, did Steve Jobs walk around telling people he wanted to be the Sony Walkman [...]
Despite the sentiments expressed by Google’s CEO about long tail search (see previous post), Bill Tancer of Hitwise presents an intriguing alternative view. Tancer shows that despite brand-centric search saturation in the head, the long tail presents a panoply of opportunities to online marketers willing to invest the strategic and tactical resources necessary to leverage [...]
As always I am grateful to Owyang to lend his insight and foresight. Here’s another excellent missive on the “Intelligent Web”. In summary, he posits that machines will begin extrapolating relationships and driving recommendations for connections from the juxtapositions and nexus between “our behaviors, context, and preferences”. Sounds a bit like the semantic web. Spinning [...]
This research paper by Deloitte is an excellent summary of important considerations firms should make when re-valuing their marketing team’s contributions. The gist of the article is that it’s incumbent upon firms to set up a marketing measurement scorecard that accounts for the systemic impact marketing expenditures have on the bottom line.
The paper argues that [...]
This research paper investigated how specific keyword characteristics affect click-through rates. By modeling a set of keywords in a pay-per-click environment, the researchers found that searches conducted by brand-loyal consumers, typified by “retailer-name” searches, had the highest predictive value relative to click-through rates. The researchers noted that when consumers searched for specific brand names, [...]
This paper points out that social network sites such as MySpace and Facebook have huge potential for high advertising revenue gains because “the cost of gaining new customers is practically nothing [since] users join voluntarily and provide their own content through their profiles. In addition, the cost of running the sites’ web servers is relatively [...]
This paper includes an interesting analysis of online reputation management. It discusses “reputation spillover”, which is defined as a “reputational crisis that impacts a focal organization [and] spread[s] to others.”
Reputation crises are triggered by financial crises or accidents and spread virally because consumer “link” like firms together, even if one of the “linked” firms has [...]
With respect to new product development initiatives, he challenges us to embrace a dexterous and daring approach rather than a artless and timid one; a paradigm especially relevant in a Web 2.0 marketing environment.
Social networks will change the way real estate professionals interact with their clients. Terms like engagement, conversation, and community underpin social networks. And in “off-line” environments real estate professionals have likely “engaged” in meaningful and relevant “conversations” while building a “community” of long-term clients.
Yet many real estate professionals are reluctant to embrace social networks as [...]
Research papers:
Identifying inherent privacy conflicts in social network sites
Assessing the privacy risk of sharing anonymized network data
Proposed algorithm for automatically extracting social hierarchy data from electronic communication behavior
Discusses how rumors, viruses, and ideas propagate over social social networks
There will be no online real estate revolution. No tipping point. No tidal wave of change. Just a slow rising tide that swells almost imperceptibly, carrying upon it those who seek, in time, the higher ground. citation
This viewpoint has some synergy to Yale finance professor Robert Shiller’s comments Feb 25, 2008 that lower home prices [...]
When bloggers attack, has some great tips on how to respond to blogger swarm attacks. Many real estate firms are leery of bloggers and allowing their agents to blog; this post has some thought-provoking ideas on how to respond.
Interview with Jordan Behan explains how Web2.0 consumers are more informed in real estate search.
Another great post [...]
Here’s a reason why Microsoft invested over $200 million in Facebook. It’s all about the data Facebook has compiled on its user base and the time this user base spends on Facebook. What’s the “veracity index” for this data? One assumes it’s higher than other data sources, since users’ incentives to enter data honestly is [...]
The link-prediction problem for social networks
Link prediction and link detection in sequences of large social networks using temporal and local metrics.
Multiplicative latent factor models for description and prediction of social networks
Modeling Trust and Influence on Blogosphere using Link Polarity
Detecting invisible relevant persons in a homogeneous social network (.ppt here)
This paper, Inferring Social Network Structure using Mobile Phone Data, explores how to use social network analysis to predict individual behavior indicators.
Privacy considerations are explored in this paper, Wherefore Art Thou R3579X? Anonymized Social Networks, Hidden Patterns, and Structural Steganography.
Here are some Videos of social network data analysis, and here is a presentation on the same.
This [...]
Kevin Hillstrom, President of MineThatData has written an excellent whitepaper on conducting a multichannel forensics analysis. Why is this whitepaper an important resource to real estate firms? Because real estate firms are engaged in complex multichannel marketing endeavors. But only a handful of these firms analyze their data from a multichannel perspective.
How does a firm [...]
Blog data mining
Analyzing blog comments
Modeling blogosphere trust
Privacy in ubiquitous computing
Predictive analytics
Predicting demographics based on browsing behavior
Below is some fairly recent research on motivating and behavior factors underlying social networks. The theme of this set of research is to explore how the “echo boomer” or “millennial” generation uses social media. Since real estate is an engagement-oriented Internet based service, firms should study the motivations underlying their potential recruits and future customers [...]
McKinsey Web2.0 survey
Visual analysis of blog content
Web site semantic analysis
Emperical basis for social networks
Identifying brand influencers in social networks
Impact of trust in social networks
Target marketing in social networks
Correlation between LinkedIn and Facebook
Correlation between LinkedIn and Gmail, YahooMail, and HotMail
