Implementing Word of Mouth at UPENN

I had the opportunity to do a book reading and a presentation on word of mouth marketing at University of Pennsylvania. Having presented to business audiences at many conferences before, I am used to people checking blackberries, Tweeting, typing with purpose on their laptops. This time, audience focus was 100 percent on the screen. They listened. They took notes. It was very refreshing to present to such an engaged group.



The students, who were MBA or media studies students, asked really thoughtful questions. They wanted to understand how to measure buzz and how to predict what kind of start-up would be poised to take off. When I talked about networking agents who drive online word of mouth, one question kept coming up - how do you identify your own set of influencers? How do you know someone you're targeting is truly a powerful word of mouth agent online?

The dynamic Q&A session confirmed my initial belief when starting to write this book: We are no longer discussing the importance of social media, nor are we describing the changing communication landscape. The revolution happened. Now, the online word of mouth space is ripe for business. Developers around the world release hundreds of applications per day. The start up scene is replete with smart companies that are harnessing word of mouth data and helping consumers publish like professional creatives.

No matter what the next big thing is or whatever the social networking idea du jour may be, we still need to figure out the flow of information in influencer networks and find ways to bring brands into these conversations. Implementing Word of Mouth Marketing aims to do just that. The book helps readers - whether they are seasoned marketers or curious students seeking the next opportunity - how to formulate and carry out their own word of mouth marketing plans.

Opportunity is in Asia-Pacific

Trendstream, a research firm based in the UK, has published global trends on social media usage. The firm’s Global Web Index, based on 32,000 online interviews across 16 countries, shows that online marketers in the Asia Pacific region have tremendous opportunities as their audiences trust and engage with brands that communicate with them through social media.

As compared with the global average, consumers in the Asia Pacific region indicate that brand-driven communities, fan pages and blogs improve their opinions of that brand. They feel similarly if a brand takes note of their mentions and starts following them on a microblog (e.g., Twitter).



This trend may well be based in certain Asian populations’ positive attitudes towards technology and the Web, coupled with their preference for privacy. For instance, when asked about brand communication methods that improve their opinion of brands, Chinese and South Korean respondents are unlike anyone else. While in the US, Latin America, and in Europe, consumers are more likely to be impressed with face-to-face communications, Chinese and South Korean consumers prefer online recommendations from a contact or a friend.




The Global Web Index data have strong implications for programs that need to work across multiple countries. Marketers need to be attuned to the ways in which their audiences prefer to receive communications and make necessary adjustments in each local market. Brands that can decipher cultural attitudes towards information sources, knowledge and experience are bound to communicate more effectively and build global equity.

Tweet for The Hungry - Get Egged!

Full disclosure: I am working on a campaign to feed the hungry led by the United Egg Producers Certified. The widget you're seeing on the left hand bar is our initiative. Please send a quick, fun Tweet to a friend - whether they be a #goodegg or #deviledegg. United Egg Producers will donate a dozen eggs for each of your Tweets. If you'd like to send it your Facebook page, add it to your blog or bookmark it, check it out at getegged.com

Smart Sensors Save Lives (And Billions in Healthcare Costs)

When looking to the future of the Internet, do not just think about flat and small screens with keypads. Think about sensors with Internet Protocol people carry with them or attach to objects. Think how pill-shaped microcameras can create significant efficiencies by collecting hard-to-find data and alerting doctors and caregivers to changes in a patient’s health condition.

As the recent McKinsey Quarterly report, Internet of Things, highlights, such Internet-based technology can collect and send thousands of images from the human digestive tract and help physicians detect illnesses. There is also tremendous value in gathering real-time data from a patient’s daily routine. Spotting symptoms early on helps patients and hospitals save on cost of healthcare and most importantly, can help save lives.

In fact, a trial using sensors on patients with congestive heart failure collected data on basics such as weight, blood pressure, heart rate and rhythm on a daily basis. This was significantly more information than what physicians could gather on a routine check, during a patient visit. Using such systems, physicians can detect early warning signs and prevent unplanned hospitalizations.

To read about additional applications of smart sensors in healthcare, marketing and energy fields, among others, please click here.

 

 

 

 

 

Posted via web from dotwom's posterous

Now The Internet Can Save Lives

When looking to the future of the Internet, do not just think about flat and small screens with keypads. Think about sensors with Internet Protocol people carry with them or attach to objects. Think how pill-shaped microcameras can create significant efficiencies by collecting hard-to-find data and alerting doctors and caregivers to changes in a patient’s health condition.

As the recent McKinsey Quarterly report, Internet of Things, highlights, such Internet-based technology can collect and send thousands of images from the human digestive tract and help physicians detect illnesses. There is also tremendous value in gathering real-time data from a patient’s daily routine. Spotting symptoms early on helps patients and hospitals save on cost of healthcare and most importantly, can help save lives.

In fact, a trial using sensors on patients with congestive heart failure collected data on basics such as weight, blood pressure, heart rate and rhythm on a daily basis. This was significantly more information than what physicians could gather on a routine check, during a patient visit. Using such systems, physicians can detect early warning signs and prevent unplanned hospitalizations.

To read about additional applications of smart sensors in healthcare, marketing and energy fields, among others, please click here.

 

 

Posted via web from Speaking of Social Media

The New Profile of America

The countdown to the 2010 Census has begun. As of March 15^th, we will be receiving the forms. The U.S. Census bureau has been leading a multi-faceted communication campaign, encouraging publics to participate and educating them about the importance of being represented. The census results will inform budget allocation on public programs. It will alert the business world to emerging forces among consumer groups. It will make all of us appreciate the richness in U.S. population’s diversity. 

The 2010 Census has a lot of bearings particularly for the Hispanic population. Experts are predicting that Hispanics will emerge as the largest minority group at 50 million - surely a force to be reckoned with. The bureau is making significant efforts to capture demographic information accurately and to reach as wide of a population as possible.

To this end, they’re mailing Spanish forms to highly populated Hispanic areas – without requiring special requests from citizens. They’re partnering with Univision and Telemundo for Spanish public service message broadcasting. Finally, they are present in every key social media channel, with relevant videos, photos and stories to Hispanic (and other) populations. You can follow the U.S. Census on Twitter, on Facebook, on Flickr and on YouTube.

 These efforts are on target to reach the Hispanic population online. As I wrote before in my post about online Hispanic adults, they are young, tech-savvy and eager to spread the word. What will need to happen next is that Latino community-based organizations (CBOs) will need to weave these online hubs into their communications. The referrals to social media sources when engaging crowds offline and online will inform Hispanic online advocates and empower them to educate and recruit their community members.  

Posted via web from dotwom's posterous

Vodafone's Mobile Solutions Community Solves World's Problems

The first thing that comes to mind when thinking about mobile communications in the U.S. is that it's mostly for teenagers and gadget gurus. Yet for many around the world it's the way to access the Web and do business. Globally, mobile subscriptions are about to surpass 3.4 billion -- and most of these users are in Asia, Africa and the Middle East. Mobile presents a lifeline to many in these areas. Imagine rural populations banking without a single branch in sight. Imagine youth groups having a national debate through a mobile social network. Imagine those who suffer from lack of information getting health alerts, news alerts, trade alerts on their cells. Sellers meet farmers, doctors meet patients, crisis news move populations to safer places through mobile phones. 

Projects similar to these are looking for sponsors, partners and developers on Vodafone's open community Web site Betavine. NGOs and communities go on the site to pose challenges they would like to overcome using technology. Developers collaborate to offer solutions and come up with new applications. The community members pose questions and educate themselves through shared resources. They also get the chance to apply for grants by participating in challenges. Betavine is not restricted to Vodafone technologies and platforms. It's open source R&D in the truest sense. Indeed, some of the best ideas to solve big problems come from stiff competition. 

You can read more about social entrepreneurs finding mobile solutions on SocialEdge.org. 

Posted via web from Speaking of Social Media