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The web is rapidly changing from being just a source of information consumption to a place where people produce, consume, share and interact. The social web is engaging people away from a web of clicks to a web of online activities and real-world interactions performed in a conversational style. On the social web, people engage in more complex activities in real-time in the context of their network of online friends.
The slides describe an innovative approach to efficiently stimulate and monitor brand- or product-related activity on social networks through the use of interactive campaigns. Users that participate in campaigns self-identify their brand or product affinity through structured activities that can be tracked and analyzed. Once brand or product advocates are identified, their social interaction provides a richer audience for targeting.