Gossip: casual talking, especially about other people’s affairs.
SN are a large and highly engaged audience, so there is a great advertising and branding opportunity there. Rules?
75% use SN to keep in touch with family and friends.
62% for being nosey
55% express my opinions
49% meet people with similar interests
steph-note: totally tuned out I’m afraid. I think the initial idea of viewing social networks as advertising space put me off, to the point I’m not even sure if he’s saying if it’s a good or a bad thing. Today I just feel like telling people to ride on the Cluetrain.
Personal spaces set up by a brand.
How do you get into that personal area?
- understand consumers’ motivations for using social networks
- express yourself as a brand steph-note: I’m wondering if people shouldn’t just forget about brands a bit — not that they’re totally useless, but branding for branding gets tiring
- create and maintain good conversations
- empower participants
Participation ecosystem. Recommendations based on personalities.
steph-note: did a really shitty job of taking notes. I’m getting worse and worse today.
Early adopters, onine mavens, online connectors (really important!), followers.
How to? create your own community, find influential bloggers, segment existing customers, attack the niche, start the gossip, reward customers… steph-note: this is exactly the war-marketing vocabulary/mentality the Cluetrain speaks against… Eek.
Summary: SN = large and engaged audience => huge opportunity for branded content and advertising, but there are strict guidelines to how to approach this.