Following is a series of research articles focusing on social CRM. These articles explore different facets of the concepts underpinning social CRM. Interactive digital advertising versus interactive community (download). This article focuses on what motivates individuals to participate in social networks and what causes these individuals to respond to social advertising. Advertising on Facebook. This [...]
This article discusses values-based CRM concepts in regards to aligning marketing, IT, and financial functions. An interesting point made by the authors [F]ocusing just on the ability of IT to support strategy and processes bears the risk of not utilizing the full potential of innovative technologies[.] It’s clear there is a critical interdependence between both [...]
Here’s a short article from the Harvard Business Review on lead capture. The stats: $12.5 billion in 2005 to $22.7 billion in 2009: The amount of advertising dollars spent generating leads 2,241 U.S. companies: The number of companies measured in the study to test lead response time 37% of the companies responded within one hour, [...]
Previously I wrote about creating a culture of creativity and innovation. The salient points to remember in such an initiative are: foster a high level interaction, discussion, debate and have a leadership team that nurtures such an idea generating ecosystem. Related to this topic is a fascinating research article I found that focuses on creating [...]
Three papers for your geeky enjoyment (all .pdf): Online Social Networks: Status and Trends is a great summary of current research and opinions regarding the current and future status of social networking. Section five has an interesting discussion of decentralized online social networking services and applications. And here’s some excellent work, creativity, and analysis from [...]
Below are three articles discussing emerging analytical theories on the nexus between Web+Social+Mobile: Executive Primer: CISCO CIO Summit (.pdf): Excellent primer on how The Cloud, generally, is affecting enterprise IT strategic direction. Two gems: Chapter 6 “Together, the Customer Is Everywhere and Everyone” and Chapter 10 “Scenario Planning: Are You Ready?”. Business Intelligence 2.0: Are we [...]
I recently dug up predictions Gartner made in January 2010 about IT and new media (Gartner’s recent predictions are referenced here [.pdf]). The two 2010 predictions that piqued my interest are: By 2012, Facebook will become the hub for social network integration and Web socialization. By 2015, context will be as influential to mobile consumer services [...]
In response to a request by @Gahlord to research the concept of “social proximity” I have found eight articles that broadly sketch the primary issues and principles related to “social proximity”. In Towards Design Guidelines for Portable Digital Proximities A Case study with Social Net and Social Proximity (.pdf), the authors apparently introduced the concept [...]
As you head into 2011, here are three sources to get your innovation game plan together: In the research paper, Collective Intelligence for Competitive Advantage: Crowdsourcing and Open Innovation, the author–a global transition manager at Nike Inc–conducts an exhaustive analysis of current research on the topic of leveraging crowdsourcing concepts and open innovation principles to [...]
http://www.web-strategist.com/blog/2010/11/02/altimeter-report-social-commerce-how-brands-are-generating-revenue-by-lcecere/ http://www.briansolis.com/2010/11/the-rise-of-the-social-consumer http://www.fastcompany.com/magazine/150/the-new-influentials.html http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.156.8795&rep=rep1&type=pdf This article on social media New Influentialshttp://www.fastcompany.com/magazine/150/the-new-influentials.html raises an interesting question regarding “incluence” on the social web: what’s the core driver of influence in the social web when it comes to commerce, a person, her community, or both? The article profiles six individuals who have variously used YouTube, corporate resources, quasi-anarchist [...]
This research paper from Nokia Research Center, Stanford, and Queens University implies that humans can ascertain with an uncanny degree of certainty when a social message is sent from a computer versus a human. Social responses to communication technologies theory (SRCT) predicts that humans cannot reliably ascertain such nuances. This research contradicts this premise. The [...]
Motivation, ability, and triggers influence users’ website behavior, according to this research paper by Stanford researcher BJ Fogg. This is important if you’re targeting specific behavioral action (e.g., filling out a lead form). Before a user takes a desired action, she must be sufficiently motivated to perform the desired action, have the ability to do [...]
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 [...]
Writing a “playscript” is an incredibly powerful way to conduct a competitive business review, according to this Harvard Business Review article (subscription required). The article advocates writing a “playscript” using characters and character analysis to define your company and competitive landscape for use as a foundational element in corporate strategy development. The article argues that [...]
Very well drafted and inciteful list of predictions for 2010. The author, Ravit Lichtenberg, delves into what will impact innovation, while opining that mobile become even more central, integrated/social search relevancy will begin to trump search aggregators like Google, and marketers will demand ROI. Excellent discussion on measurment tactics for Google AdWords campaigns. Discusses basics [...]
Social media monitoring Here’s a great list of conversation monitoring tools. The article points out some very interesting and straight-forward tips; I especially like the tip on this social media monitoring wiki. Search use up, email use down The Online Publishers Association released a study showing that consumers are spending more and more time on [...]
Perfectly Competitive Innovation is a fascinating article on what drives innovation. The authors argue against the notion that patents and copyrights promote innovation. Rather, its a rich competitive environment that drives innovation. In other words, regardless of copyright law, movies will continue to be produced as long as first run theatrical profits are sufficient to [...]
According to MIT Professor Eric von Hippel’s lecture, Democratizing Innovation, manufacturers traditionally look to the center of the market to drive innovation; that is, with their penetrative questions to and analysis of this market, manufacturers think they can discern what to do in terms of innovative product development initiatives that meet consumers’ needs. What Professor [...]
Crowdsourcing is an important concept in the viability, pertinence, and relevancy of the social web. A recent crowdsourcing search odyssey of mine (really a two hour drop down the Google search rabbit hole) began with a fairly innocuous @robhahn tweet: I read recently that a 2-person combat team is four times as effective as a [...]
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” [...]
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 [...]
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 [...]
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 [...]
Hitwise and Google show that foreclosure searches are creeping up on “traditional” searches regarding properties for sale. UPDATE: RealtyTrac reports a 6% rise in foreclosures in February 2009 over January 2009, with a 30% increase over February 2008. On March 12, 2009, Hitwise reported that foreclosure searches are on the rise. For fun I ran [...]
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 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 [...]
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 [...]
Go2Web20 is a great place to view what’s available in Web 2.0 tools and services. To make sense of the madness, read their blog. TransparentRE also lists some great Web2.0 tools.
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 [...]
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)
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
Jeremiah Owyang explains the concepts and value of social networks from a marketing perspective in an easily digestible manner. Yang et al (registration required), Battiston et al, and Hill et al discuss the scientific underpinnings of these topics. Juxtaposing these discussions against one another leads to some interesting insights with respect to social media marketing. [...]
