Here are all of the posts tagged ‘social networks’.
Very nicely timed with the announcement by CNN’s President that he’s more worried about social networks than FOX, the first video installment of a unique Facebook documentary called Goa Hippy Tribe has been released.
Goa Hippy Tribe is using Facebook in a number of ways: as subject matter (in particular the re-connection of the eponymous Goan Hippies via the social network); in part for research, production and content, and also as a platform for marketing and distribution.
Whilst the story behind the film itself highlights the role that networks such as Facebook play in creating new stories for documentary to cover, what’s really interesting is the way Facebook is being used to shape the content and format of the work.
The filmmaker, Darius Devas, has been interacting with the community of people who were part of the scene in Goa as he makes the film, not only shaping the way the film evolves, but building a community that is a part of the filmmaking process.
Interviews and other items of ‘micro-content’ have been posted over time, sparking conversations, building shared connections between the audience and involving everyone in the journey of the filmmaker and the film. There’s even a lively discussion on a separate Goa Hippy Tribe Group page considering the role of Facebook as an enabler, versus the inevitable privacy concerns when old photos and stories are made public.
This kind of collaboration would not previously have been possible, and it’s a particularly effective way of increasing the emotional involvement of the audience, who will be more likely to share links and recommend the film to their friends, especially as Facebook provides the means to easily do so.
All of this starts to change the way we think about broadcast. This project has an obvious community interested in the subject, but there are just as many niche audiences outside of hippies in Goa. As CNN’s President, Jonathan Klein puts it: “The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information.” As these “trusted sources” – our friends – become our audience(s), and we involve them the narrative of our own status updates, the relevance and role of the one-way broadcast media comes into question.
Google launches real-time, social web search
You might have noticed that Google looks a bit different, since announcing last week a couple of very important developments in the area of real-time search.
Google search results now include breaking news headlines, live updates from popular social networks, and blog posts published just seconds before. And the move is fully supported by the ‘who’s who’ of social networking: Facebook, MySpace, FriendFeed, Jaiku, Identi.ca and Twitter.
Forrester: Traditional agencies can’t do digital
A new study from Forrester last week highlighted the complexity of the interactive marketing landscape and the challenges this poses for marketers, and to traditional agencies:
Forrester interviewed about 100 global interactive marketers for the study. Only 23% thought their “traditional brand agency” could effectively plan and manage interactive marketing activities. About 46% thought they couldn’t do it, and the rest didn’t have an opinion either way.
Forrester expects the digital agency space to fragment even more with clients working with specialist agenices in areas such as mobile and social media.
Habbo Hotel launches conversation tracking tool
Habbo Hotel, the virtual world for teens with around 14 million monthly unique visitors, has launched a conversation measurement tool for the site called ‘Habble’. This offers marketers a chance to understand what users are saying about their brands, slogans and key phrases over a defined period.
The tool has been developed to help brands advertising in the hotel and is used in conjunction with click-through rates, time spent and impressions. Brands not advertising within the virtual world can also use Habble to understand what type of conversations are taking place about them.
Germany’s StudiVZ adds support for 3rd party apps
Two and a half years after Facebook, its German clone StudiVZ follows the US social network’s most successful move by adding support for third-party applications.
Nine apps are available as of today and several hundreds are in development.
What sets this development apart is the emphasis that is being placed on privacy. Germany has some of the toughest online privacy laws in the world and CEO Markus Berger-de León has applied tight security policies to third-party apps “to avoid the type of scams that TechCrunch recently dug up on Facebook and MySpace.”
It’s time for We Are Social’s Monday Mashup, our pick of some of the web’s finest research, news and case studies.
CMOs: Consumers Are Connected. You Need To Be, Too
The prolific Jeremiah Owyang penned this article for Forbes magazine, as a guide for CMOs who are currently putting the finishing touches on their 2010 marketing strategies. Though most CMOs now recognise the need to put more resources behind social media, many more need some suggestions about how they might develop a solid strategy. As such, Jeremiah assembled his thoughts under the following headings:
- Social marketing affects all digital marketing channels
- Customers don’t care what department you’re in
- Technology is cheap, yet soft costs are high
- Develop a pragmatic approach
- Social marketing affects the whole organisation
Losing To The Social Web: Visualized
If you like visuals, then read on. This post from Unmissable blog looks at the decline of the ‘destination web’ (a topic we’ve covered here in the past) and suggests that the sun is setting on branded websites and microsites as social media swallows up a greater proportion of traffic on the web.
Unmissable has assembled graphs for some of the biggest brands on the web – Dell, Adidas, BMW, Quicksilver, Sony – and what you’ll immediately notice is “ websites and portals have been loosing unique visitors hand over fist for the last 3 years.”
This stands in sharp contrast to the graphs assembled for social networks, which show traffic rising ever higher over the same period.
Off-site content distribution like RSS, and the fact that social networks have become far more relevant to consumers are cited as the main reasons branded websites are suffering. The lesson here is that agencies and brands need to work out how better connect with customers online, and deliver relevant content and experiences where they are spending a growing proportion of their time online: in social media.
Measuring Engagement of the Social Web: ‘07-’09
An interesting post from the Postrank blog, which looked at various measures of ‘engagement’ since 2007 and identified a few trends worth paying attention to for content publishers. In sum:
- In absolute terms, more people are participating in the social web
- Conversations and discussions about the content are increasingly happening off the publisher’s property, fuelled by the growth of the “share and like this phenomenon which is sweeping through Facebook, Twitter and dozens of other social hubs”
- The widespread adoption of more pervasive communication tools like Facebook and Twitter is actually increasing the lifespan of a typical story, with engagement taking place over a longer period of time as the story gets passed around more widely
Twitter to launch paid-for corporate accounts this year
It been rumoured for some time and is perhaps one of the few ways in which Twitter could derive revenue, but at last Twitter has confirmed they are planning to launch ‘paid-for commercial accounts’, according to founder Biz Stone. Don’t panic though. What this actually means for brands and agencies who help them online is that Twitter will remain free for corporate and personal users, but would now offer companies additional paid-for services to help manage and analyse conversations online.
Bloggers strike back at Buscombe
Last week it was reported that Peta Buscombe, the chairman of the Press Complaints Commission, had ambitions to regulate bloggers. As one might imagine, it was not well received. Sunny Hundal, one-time winner of The Guardian’s blogger of the year award, has set out in detail why such regulation would be wholly incompatible with blogging practice. Read the letter in full.
Social networking sites criticised for failing to protect children
The head of a government body responsible for keeping children safe has criticised social networking sites for not doing enough to protect youngsters.
Whereas Bebo has recently introduced a “Ceop report” button for users to log abuse, no such mechanism currently exists on Facebook or Myspace. Here’s to hoping social networking sites follow Bebo’s lead in order to make the web a safer place for young people.
Other notable stories:
Mobile technology is making every experience both digital and social. That means that the experiences that we previously thought of as happening “off line” now play by the same rules as online experiences. The same principles that make things spread online now need to be applied to real world experiences to help them spread in the digital space.
eMarketer have released a new report, “UK Social Media: Joining the Conversation” which is a useful compendium of the latest stats on social media usage in the UK, along with some spot-on commentary and advice from the author of the report, Karin von Abrams:
No commercial enterprise can afford to ignore social media
As part of her research for the report, Karin conducted an interview with me which she’s been kind enough to let me publish here: