Tribes And Viruses: Communications 2.0 Explored

Tribes and Viruses: by Dr. Nikos Dimitriadis Communications 2.0 Explored

are the legions of experts ready to face the challenges of the world 2.0? communications

The great journalist/correspondent John Simpson could not follow events after the Iran elections as fast as people twittering! Twitter vs. Journalists CITIZEN JOURNALISM

official website and merchandise numerous spoofs, comments, discussions more than 30,000,000 views on YouTube David vs. Marketers A global phenomenon! entered mainstream media (shows, press etc.) “ Best Week Ever” prize on the VH1 show CITIZEN MARKETERS

Online advertising 'overtakes TV' ONLINE ADVERTISING SPENDING IN THE UK HAS OVERTAKEN TELEVISION EXPENDITURE FOR THE FIRST TIME. ONLINE SPENDING GREW 4.6% TO £1.752BN IN THE FIRST HALF OF 2009, WHILE TV SPENDING SHRANK 16.1% TO £1.639BN. 30 September 2009

“ Trapped in a drain...try Facebook for help?”

Amplifying the voice of the individual Web 2.0 Enhancing interaction within or between communities

The Internet (R) Evolution Internet was initially transactional It has now become conversational It is deemed to become cerebral

Internet Evolution Models (examples)

Understanding Tribes

The Framingham Social Network: Crhistakis N. and Fowler J. study on how relationships influence behavior, health and happiness Started in 1948 with 5,124 people to track heart deceases They recorded close friends, colleagues and family members In 2003, the above-mentioned researchers took over the data Children and grandchildren of the original group also participated The successful study on heart conditions had more to reveal!

Finding A: Obese by Association 1948 10% Obesity, 1985 18% Obesity, Today 40% Obesity! Obesity radiated outward from clusters of overweight people People in network proximity gained weight at approximately the same time Having an obese spouse raised the risk by 37 percent. If a friend became obese, the risk skyrocketed by 171 percent Lean individuals surrounded by obesity were rare! "Your friends who live far away have just as big an impact on your behavior as friends who live next door”

Finding B: Smoking or Not, Together Smokers evenly distributed throughout Framingham's network Clusters of smokers persisted, but many were socially isolated Smokers and nonsmokers intermingled, and many of the town's most excessive tobacco users had plenty of nonsmoking friends Entire coveys of smokers stopped in unison. No man is an island.” 1971 2001 When smokers quit, their friends were 36 percent more likely to follow suit. The effect tapered with each degree of separation, becoming insignificant at four degrees "The properties of our social networks are byproducts of evolution…

Finding C: Happiness- Who is Around You? Each happy friend increased an individual's probability of being happy by 9%. An extra $5,000 in income raised it only 2% According to an analysis of Facebook, people who smiled in their profile photos tended to cluster with other smilers Even perfect strangers three degrees of separation away—friends of friends of friends—exerted a significant uplifting influence On average, smiling Facebook members reported 15 percent more close friends than their grim peers. Framingham Facebook Emotions spread especially well through the online network, so it's a good bet a person close to smilers will eventually post a smiling portrait Offline and Online happiness spreads in similar ways

What does it mean for Marketers?

Network-Based Marketing: Hill S., Provost F. and Volinsky C. study on how important are social networks for identifying prospective target markets AT&T wanted to promote a new offer through direct mail The researchers created an extra segment based on communications patterns of individuals linked to prior customers They segmented the market into various groups based on demographic, geographic and CRM criteria This new segment consisted mostly by people that “fell though the cracks” Which segment was the most receptive to the new offer?

“ Network neighbors , those consumers linked to a prior customer, adopt the service at a rate 3.5 times greater than baseline groups selected by the best practices of the firm’s marketing team. In addition, analyzing the network allows the firm to acquire new customers who otherwise would have fallen through the cracks, because they would not have been identified based on traditional attributes.” 3.5 times

The Question Do we need to reconsider our segmentation methods?

They add a cookie to your PC when you visit a client’s website The identify your “network neighbors” through your viral behavior They communicate the client’s message to your viral friends

The Virus 1 billion USD 36% annual growth

Ideas spread like viruses Especially with the help of the Key Influentials

Duncan J. Watts , Principal Research Scientist at Yahoo! Research, Adjunct Senior Research Fellow at Columbia University Author of Six Degrees: The Science of a Connected Age, and of Small Worlds: The Dynamics of Networks between Order and Randomness He ran advanced computer simulations He programmed some people to be Influentials The idea did not spread regardless the viral strength of the influentials… … until he also increased the viral strength of normal people!

“ A trend's success depends not on the person who starts it , but on how susceptible the society is overall to the trend.” Not how persuasive the early adopter/trendsetter/superspreader is, but whether everyone else is ready and open to be persuaded.

Mapping the Viral Effect The Liben-Nowell D. and Kleinberg J. on tracing information flow on a global scale using Internet chain-letter data
Main questions:
How do chain-letters travel online?
How do the information-flow tree and chains look like?
How much time (or nodes in the network) it takes to reach large audiences?
Mainly circulated in 2002 – 2003 Petition against the Iraq war 637 chains - 20,000 participants

The individual matters! It moves slowly!

What is missing? Networks (Tribes) Influentials Society Virus (Message) Individual

Examples Why some ideas are so good?

The Task NGO Organization Increase Donations Objective Design Message Task Choose Appeal Dilemma Rational Emotional

The Carnegie Mellon University Experiment
Participants were given 5 USD to answer a questionnaire on usage of products.
Upon completion of the questionnaire they received the money and an unexpected letter asking them for donation to the Save the Children charity.
Two versions of the letter were tested: a rational and an emotional .

The Two Letters
Food shortages in Malawi are affecting more than 3 million children.
More than 11 million people in Ethiopia need immediate food assistance.
An estimated 3 million Zambians face hunger.
Any money you donate will go to Rokia, a 7-year-old girl from Mali, Africa. Rokia is desperately poor and faces the threat of severe hunger and even starvation. Her life will be changed for the better as a result of your financial gift…
1.14 2.38 1.43

The Continuation…
If an object travels at five feet per minute, then by your calculations, how many feet will it travel in 360 seconds?
Please write down one word to describe how you feel when you here the word ‘baby’.
1.26 2.34 Both groups were then given the Rokia letter

When people think analytically they cannot think emotionally The Task

The “Creative” Problem What motivates me vs. what motivates “the others”
Your company offers you 1,000 euros as bonus if you achieve specific objectives. Which message would appeal to you?
“ Imagine what you can buy with 1,000 extra euros!”
“ 1,000 euros can help you feel more secure!”
“ Your company recognizes your achievements!”
Chip and Dan Heath, Made to Stick

The Chicken Burger King launched the Tender Crisp Chicken Sandwich They wanted to revive the brand promise: “Have it your way!” They targeted core customers 18-34, male, techies, FF loyals The campaign included a viral website, print and TV ads crispin, porter + bogusky

Integrated online campaigns that include actively the audience

WE NEED:
to recognize that David and his dad might be better communicators 2.0 than us!
to accept the fact that we do not actually have authority anymore on consumers and on our own messages.
to become members in the “conversations” that take place within and between networks and tribes.
to incorporate the public in our campaigns in a non-patronizing manner.
to examine all proven variables that affect our 2.0 communications.
to jump like the Burger King chicken if this is what will motivate our customers.

Can we become worthy members in the tribes?

Tribes and Viruses: by Dr. Nikos Dimitriadis Communications 2.0 Explored THANK YOU!

STRATEGIC ADVISORY AND BUSINESS INTELLIGENCE E x e c u t i v e G r o u p Government Relations Marketing and Branding Advisory 2009, 2007 PR Agency of the Year 2009 IPRA Golden World Award 2009 SABRE EMEA Award STRATEGIC ADVISORY BUSINESS INTELLIGENCE Custom made studies/reports Belgrade Metropolitan Corporate Communications Executive Newsletter

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Tribes And Viruses: Communications 2.0 Explored

by ITDogadjaji.com on Nov 14, 2009

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