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](http://cluetrain.com).*
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](http://cluetrain.com/book/markets.html)… Eek.*
Summary: SN = large and engaged audience => huge opportunity for branded content and advertising, but there are strict guidelines to how to approach this.
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- More LIFT Notes: Sampo Karjalainen, Lee Bryant (and Stowe again) [en] (2007)
- Do Not Use Your Brand Name to Sign Comments [en] (2011)
- Lift11: Brian Solis, Social currencies [en] (2011)
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- Lift10 Workshop: From virtual to real world value — Collective Intelligence as an alternate source of media power [en] (2010)
- Blogging 4 Business Conference [en] (2007)
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- LeWeb'13: Guy Kawasaki [en] (2013)
- Blogging 4 Business: Panel on User-Generated Content [en] (2007)