Homework assignment: Diffusion and Social Influence

25

October

2012

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Tim Six
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In this blogpost I will discuss the assigned readings of this week. After that I will show my 2 examples of related platforms/companies. For this week we had to read 3 articles about diffusion and social influence. The main subject of the articles was about the ability to measure influence of people and the adoption of products. Tomorrow I will present my findings in a short poster presentation.

The first article is about an experiment to measure the effectiveness of viral product design. In this experiment they designed an experimental application to see in which way the viral product design works the best. The adoption was made possible in 2 ways. This was done through automated broadcast notifications and through personalized referrals. The most important conclusion was that Automated Broadcast Notifications generates more total peer influence than Personalized Invitations.

The second article was also about a study for explaining the influences of social networks. In this study they wanted to investigate how opinion leadership and social contagion within social networks affect the adoption of a new product. For this test the team created a newly launched prescription drug for treating a viral infection. With this drug the investigators wanted to see if social contagion is a significant driver for adoption behavior. It can be concluded that sociometric leaders are more willing to adopt in comparison with self-reported leaders.

The last article is about the influence that tweets can have on the image of certain brands. This article is closely related to the content of today’s last lecture from a graduated master student. In this study the writers wanted to know if there is a significant difference between automated coding systems (to classify sentiment from the tweets) and manual systems. This article confirmed that it is really possible to automatically extract sentiment out of tweets, and use this information for other corporate purposes.

Examples:

During my poster presentation I will present the following examples related to the subject Diffusion and Social Influence.

KLOUT: KLOUT is an online platform which enables you as an individual or a company to measure your influence based on your ability to drive action on social networks. To use KLOUT you have to connect your social network(s) to the KLOUT-engine. KLOUT will generate a KLOUT-score which tells you to extent you are influencing or not. The higher the score the more influence you have in your social network.

Finchline: Finchline is a Dutch company which provides service for social media monitoring mainly focused on companies. It also provides realtime insight in news, twitter and facebook data. Finchline is also able to extract the sentiment out of news and tweets, to know if related news is negative or positive for your company.

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The Creativity of Heineken

9

October

2012

Speel het Heineken-spel hier

Heineken is very active in social media and comes up with lots of actions. It is nice to see how creative the social media team of Heineken is. They have managed to create a number of over 8 million likes for their Heineken-facebook page. They are very creative when it comes to social media, because they knwo how to please the facebook-followers with nice and funny topics at their page. Nowadays they are very active with the new marketing campaign of the new James Bond movie ‘Skyfall’. They created a special interactive game within facebook where you can win something by cracking the case. You have to connect with facebook to play the game. Interesting to see is that Heineken uses a lot of beautiful sexy woman in their campaigns and posts to attract the mainfocus-group; men.

 

Heineken is a brand which is strongly associated with sociability which you can see in these youtube videos. 

This little movie of Heineken gives a good example of a groupbuy discussed in the first lecture. The intention of Heineken is to get people together and let them give a beertender to eachother in a form of a present. This is a form of groupbuy. 

 

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Heineken is very active in social media and comes up with lots of actions. It is nice to see how creative the social media team of Heineken is. They have managed to create a number of over 8 million likes for their Heineken-facebook page. They are very creative when it comes to social media, because they knwo how to please the facebook-followers with nice and funny topics at their page. Nowadays they are very active with the new marketing campaign of the new James Bond movie ‘Skyfall’. They created a special interactive game within facebook where you can win something by cracking the case. You have to connect with facebook to play the game. Interesting to see is that Heineken uses a lot of beautiful sexy woman in their campaigns and posts to attract the mainfocus-group; men.

 Speel het Heineken-spel hier

Heineken is a brand which is strongly associated with sociability which you can see in these youtube videos.

This little movie of Heineken gives a good example of a groupbuy discussed in the first lecture. The intention of Heineken is to get people together and let them give a beertender to eachother in a form of a present. This is a form of groupbuy. 

I think being active in social media is very important for such brands like Heineken. For a lot of brands it is more difficult to be as succesfull in social media as Heineken, because a lot of brands don’t have a precise focus-group like Heineken. For Heineken it is easy to post funny (cliche) things what is meant for men. It is harder for a company without a define focus-group to be succesfull in social media.

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