Social media is becoming a more social space where brands can interact with consumers. Nearly half of internet users have joined an online brand community, which benefits brands through increased loyalty, endorsements, and sales. However, understanding differing consumer needs and motivations across categories and markets is key to creating successful social experiences. Social networks are hubs where not just people but brands can connect vast communities in new ways.
K.gedrovics the socialization_of_brandsECR Community
This document discusses Amara's law, which states that we tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. It then discusses the socialization of brands and how social media have become a diverse ecosystem and gravitational pull. Brands are moving to engage consumers in social spaces like social networks. Smartphone ownership is driving increased mobile internet use. Overall, the document examines how social media are changing how brands engage with consumers.
The other face of global mobility aca presentation 14102011dvndamme
The document discusses higher education participation rates of students from migrant communities. It notes that while higher education systems are expanding globally, there remains an untapped pool of talent, as students from disadvantaged backgrounds like those with a migrant background face lower access and success rates. International student mobility is also increasing but higher education could do more to utilize all available human resources and reduce failure and dropout rates that disproportionately impact disadvantaged groups.
The document discusses marketing trends in Europe from 2009-2010. It notes that the number of internet connections for households is growing across European countries. The main point is that successful marketing in this era is defined not by the number of marketing messages sent, but rather by the interactions and engagement generated with consumers. The European Trade Association represents national associations and companies in the digital and interactive marketing industry.
Este documento presenta el programa de un curso sobre movilidad no motorizada y ecoturismo urbano impartido en la Facultad de Arquitectura de la UNAM. El curso analiza tendencias y proyectos de movilidad sustentable en ciudades del mundo, con visitas de campo y desarrollo de propuestas. Los estudiantes trabajan en equipos para diseñar rutas recreativas que integren infraestructura verde y transporte, evaluando factores sociales, ambientales y técnicos. El aprendizaje se evalúa mediante participación, ent
The document announces a conference on urban mobility that will take place on March 4th at the Faculty of Architecture of UNAM in Mexico City. The conference will discuss cycling culture and strategies to promote cycling in Denmark and Mexico, featuring presentations from experts in urban planning, mobility design, and cycling infrastructure. Attendance is free and there will be a guided bicycle tour of the UNAM campus following the event.
Febo programa de trabajo seminario urbanismo 2017 1Antonio Suarez
Este documento presenta la descripción del curso "Seminario Urbanismo I: Movilidad sostenible y paisaje urbano" impartido en la Facultad de Arquitectura de la UNAM. El curso se enfoca en analizar la relación entre la movilidad, el paisaje y la sociedad en el contexto de las ciudades del siglo XXI, desarrollando estrategias para integrar la movilidad de forma sostenible al paisaje urbano. El programa incluye unidades sobre movilidad y energía, estrategias para integrar la movil
Programa Seminario Urbano 2014 2 CLASE FEBOAntonio Suarez
Este documento presenta el programa de trabajo para el curso "Seminario de Área Urbana I Laboratorio de Ecoturismo Paisaje y Sociedad I" impartido en la Facultad de Arquitectura de la UNAM. El curso se enfoca en el estudio del ecoturismo en México a través de visitas de campo y lecturas. Los objetivos son brindar conocimientos sobre planeación de senderos de usos múltiples y productos relacionados al ecoturismo rural. El programa consta de 16 sesiones que incluyen temas, actividades, evaluaciones y
From Mobility to Proximity Landscapes, Antonio Suarez / Pedro Camarena velo ...Antonio Suarez
The document discusses a bicycle mobility strategy for Mexico City that aims to promote proximity over mobility through sustainable transportation. A scientific team developed the strategy using data on population density, employment centers, and desire lines to determine where to build out bicycle infrastructure. The strategy includes publishing best practices from cities like Copenhagen, developing software design guides, and fostering a cycling culture to integrate bicycles into the public transportation network and urban life of Mexico City.
K.gedrovics the socialization_of_brandsECR Community
This document discusses Amara's law, which states that we tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. It then discusses the socialization of brands and how social media have become a diverse ecosystem and gravitational pull. Brands are moving to engage consumers in social spaces like social networks. Smartphone ownership is driving increased mobile internet use. Overall, the document examines how social media are changing how brands engage with consumers.
The other face of global mobility aca presentation 14102011dvndamme
The document discusses higher education participation rates of students from migrant communities. It notes that while higher education systems are expanding globally, there remains an untapped pool of talent, as students from disadvantaged backgrounds like those with a migrant background face lower access and success rates. International student mobility is also increasing but higher education could do more to utilize all available human resources and reduce failure and dropout rates that disproportionately impact disadvantaged groups.
The document discusses marketing trends in Europe from 2009-2010. It notes that the number of internet connections for households is growing across European countries. The main point is that successful marketing in this era is defined not by the number of marketing messages sent, but rather by the interactions and engagement generated with consumers. The European Trade Association represents national associations and companies in the digital and interactive marketing industry.
Este documento presenta el programa de un curso sobre movilidad no motorizada y ecoturismo urbano impartido en la Facultad de Arquitectura de la UNAM. El curso analiza tendencias y proyectos de movilidad sustentable en ciudades del mundo, con visitas de campo y desarrollo de propuestas. Los estudiantes trabajan en equipos para diseñar rutas recreativas que integren infraestructura verde y transporte, evaluando factores sociales, ambientales y técnicos. El aprendizaje se evalúa mediante participación, ent
The document announces a conference on urban mobility that will take place on March 4th at the Faculty of Architecture of UNAM in Mexico City. The conference will discuss cycling culture and strategies to promote cycling in Denmark and Mexico, featuring presentations from experts in urban planning, mobility design, and cycling infrastructure. Attendance is free and there will be a guided bicycle tour of the UNAM campus following the event.
Febo programa de trabajo seminario urbanismo 2017 1Antonio Suarez
Este documento presenta la descripción del curso "Seminario Urbanismo I: Movilidad sostenible y paisaje urbano" impartido en la Facultad de Arquitectura de la UNAM. El curso se enfoca en analizar la relación entre la movilidad, el paisaje y la sociedad en el contexto de las ciudades del siglo XXI, desarrollando estrategias para integrar la movilidad de forma sostenible al paisaje urbano. El programa incluye unidades sobre movilidad y energía, estrategias para integrar la movil
Programa Seminario Urbano 2014 2 CLASE FEBOAntonio Suarez
Este documento presenta el programa de trabajo para el curso "Seminario de Área Urbana I Laboratorio de Ecoturismo Paisaje y Sociedad I" impartido en la Facultad de Arquitectura de la UNAM. El curso se enfoca en el estudio del ecoturismo en México a través de visitas de campo y lecturas. Los objetivos son brindar conocimientos sobre planeación de senderos de usos múltiples y productos relacionados al ecoturismo rural. El programa consta de 16 sesiones que incluyen temas, actividades, evaluaciones y
From Mobility to Proximity Landscapes, Antonio Suarez / Pedro Camarena velo ...Antonio Suarez
The document discusses a bicycle mobility strategy for Mexico City that aims to promote proximity over mobility through sustainable transportation. A scientific team developed the strategy using data on population density, employment centers, and desire lines to determine where to build out bicycle infrastructure. The strategy includes publishing best practices from cities like Copenhagen, developing software design guides, and fostering a cycling culture to integrate bicycles into the public transportation network and urban life of Mexico City.
Guillaume Théaudière, Stratège Médias Universal Mc Cann (www.umww.com) présente Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde avec un focus sur les marques et la manière dont elles peuvent les utiliser.
The slide is from Dr Geoffrey Nicholson, the inventor of 3M post-it notes. On 20th March, he did the presentation in Nhouse NUS.
It is important to sustain innovation in an organization, and here goes the slides.
Maurice tax session presentation dubai may Alliott Group conference 2011Alliott Group
Borrie & Co is a tax law firm located in Rotterdam and Amsterdam with 120 staff and 10 partners. The document discusses transfer pricing and why it is important for multinational enterprises. Transfer prices refer to prices charged in related-party transactions, such as prices for goods, services, intellectual property, and loans. The arm's length principle requires comparing related-party transactions to uncontrolled transactions to ensure profits are appropriately allocated between jurisdictions. Non-arm's length transfer prices can result in tax savings but risk scrutiny from tax authorities. The Netherlands has thin capitalization rules to prevent corporate income tax base erosion through interest deductions on related-party debt.
The document discusses the socialization of brands on social media. It provides an overview of social media usage including that over half of internet users in MENA own a computer and have broadband access. While computer activities show slower adoption in MENA compared to global averages, the top 10 internet activities are very similar. Social networks are popular in MENA, with nearly 60% having created a new social media profile in the last 6 months. Social networks are primarily used for connecting with old and new friends.
Inge G. Thulin Executive Vice President, International Operationsfinance10
This document discusses 3M's international operations and growth strategies. It notes that 3M has subsidiaries in 69 countries representing 61% of sales. Key points include:
1) 3M focuses on developing local market knowledge and solutions through its extensive international subsidiary network.
2) 3M pursues growth in both developed and developing markets by emphasizing customer success, operational excellence, and engaged employees.
3) 3M's customer technology centers allow it to collaborate closely with customers and develop local applications of its technologies.
Spend matters exec breakfast achilles slides dan quinn july 11th 2012Dan Quinn
Dan Quinn's slides and links to video case studies, from Exec Breakfast Event at the Savoy July 2012.
For further information contact Dan.Quinn@achilles.com
This document summarizes a presentation given by Professor Michael Porter on Chile's competitiveness and the demands of the new era. Porter discusses Chile's strong macroeconomic policies but notes fundamentals of the business environment could still be improved. Specifically, Chile has benefited from rising copper demand but must shift focus to increasing productivity and innovation to sustain prosperity as external factors recede. Porter also analyzes Chile's competitive advantages and disadvantages across factors that determine national competitiveness.
1 armstrong presentation on price and tariff setting v2Oliver O'Connor
Presentation at a forum I organised on Money Follows the Patient hospital payment systems 4 September 2012
John Armstrong is actuary with Aviva in Ireland
An introduction to BPI group and our services.
This presentation highlights our new Leadership Development coaching program, Navigate. Outstanding for High Potential Endeavors, Team Algnment, and Engagement Models. For more information please contact directly at 770-399-8400
The document discusses Finland's education system and lessons that could be learned. It provides an overview of key aspects of Finland's education including: basic education being compulsory and free from ages 7-16; upper secondary education where half choose vocational studies; teaching being a respected profession requiring a degree with only top applicants accepted; early childhood education emphasizing play; and a non-competitive system with local control and equality. The document suggests Finland's long-term consistent vision and culture of trust with no testing could provide lessons for other nations.
The document provides an overview of using Elluminate for an online meeting. It instructs users to test their audio by using the audio setup wizard to check speakers and microphones. It recommends selecting the wide layout view for optimal display. Users are told to send a chat message if they encounter any problems.
I continued my study on social media marketing by looking deeper on how companies should market themselves using different social media platform. To be able to market their brands, products or services through social media, companies or businesses should do monitoring, responding, researching, doing ongoing strategy and campaigns, integrating various social media channels that they have, and providing call-to-action. Facebook, Twitter and LinkedIn are all on the top 3 of the most popular social media site and the most channel that marketers used for their social media marketing activity. Each platform has its characteristics and should be handled differently, but consistency in making an effort to engage with the audience is the key.
Countering corruption from one or two sides? Cooperation between government a...ROBERTO VILLARREAL
This presentation conveys the contents of an analytical paper on the same topic submitted to an international workshop on civil society and anticorruption organized by the University of Surrey. Concrete ways to develop over time an effective participation of society to prevent and counter corruption are identified following the United Nations Convention against Corruption UNCAC.
BoConcept is a global retail brand that sells affordable luxury furniture and home goods through 240 franchise stores in 50 countries. The document discusses BoConcept's history of expanding from a Danish furniture producer to an international retail concept owner. It outlines BoConcept's strategy of further growing its business in emerging markets, which currently make up 18% of revenues, through increasing same-store sales, opening new stores, and utilizing a strong franchise business model and local expertise to navigate challenges in these markets. The goal is for emerging markets to contribute to BoConcept's target of 10-15% annual revenue growth and expanding its global store network to 350-400 stores by 2014/15.
Volunteering is an enormous renewable resource for solving societal problems, but it lacks reliable data. Current methods of measuring volunteering are inconsistent and produce divergent results. The UN has called for establishing the economic value of volunteering through improved measurement. A new handbook provides a standardized approach for measuring volunteering through labor force surveys to facilitate comparisons and clarify volunteering's scale and role. Implementation is underway in Europe and could help mobilize volunteers and engage policymakers if expanded to more countries.
Eddy Wouters, APL Logistics on '3PL Branding & Marketing'eyefortransport
Eddy Wouters, VP Logistics Europe, APL Logistics gets many laughs and lots of good feedback as he speaks on '3PL Branding & Marketing' at the 7th European 3PL Summit in Brussels, November 25th 2009.
To download all of the slides from the conference for free visit www.3PLsummit.com/eu_2009ppts
Edelman Trust In Entertainment Industry 2009Edelman
The 2009 Edelman Trust Barometer is the 10th edition of the firm's annual trust and credibility survey. It was launched in partnership with the Financial Times on 27th January 2009 in London.
http://www.edelman.co.uk/trustbarometer
Additional research looking specifically at trust in relation to entertainment, launched on the 7th July 2009, by Edelman, reveals that UK adults aged 18-34 are more trusting in the entertainment industry than those in the US. UK trust in the sector remains stable at 29% compared to last year, whereas the US has seen a sharp decline of 15 points to 17%.
With trust in the entertainment industry linked to an increased willingness to buy a company’s products, the differences between the two countries is further highlighted by consumers’ purchasing habits: 66% of consumers in the UK say they are spending the same or more on digital entertainment compared with last year, versus 56% in the US.
For the fourth year running, the Trust in the Entertainment Industry survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing. Trust in the Entertainment Industry 2009 follows Edelman’s tenth Trust Barometer, published in January 2009, which ranks the entertainment industry as the fifth most trusted (50%), following technology, healthcare, food and biotech, among UK opinion formers aged 35-64. In the US, trust in the entertainment industry is ranked 3rd from the bottom (33%), sharing its position with the automotive industry and just topping insurance and media companies.
Integrity of education systems – a framework for assessment EduSkills OECD
Education matters a lot in the fight against corruption in any country of the world. Corruption in education and lack of integrity have a wide reaching negative impact. They affect the quality, effectiveness and credibility of education, the efficiency of provision and the equity of opportunities for youth which is the biggest asset of any country and its social, cultural, scientific, and economic prosperity. There are numerous good reasons to treat corruption in the education sector as a priority problem. The Integrity of Education Systems (INTES) assessment aims to support governments in their effort to prevent corruption in the education sector, to help them uncover and address the underlying systemic causes of malpractice and inefficiency, and prevent these from happening. The INTES methodology includes a scan/perusal of system indicators and survey data (i.e. PISA), on-site visits and stakeholder interviews combined with qualitative analysis to identify areas of concern and reconstruct the landscape of root, systemic causes for malpractice and corruption in education.
Guillaume Théaudière, Stratège Médias Universal Mc Cann (www.umww.com) présente Wave 5 : The socialisation of brands, une étude sur les usages des médias sociaux dans le monde avec un focus sur les marques et la manière dont elles peuvent les utiliser.
The slide is from Dr Geoffrey Nicholson, the inventor of 3M post-it notes. On 20th March, he did the presentation in Nhouse NUS.
It is important to sustain innovation in an organization, and here goes the slides.
Maurice tax session presentation dubai may Alliott Group conference 2011Alliott Group
Borrie & Co is a tax law firm located in Rotterdam and Amsterdam with 120 staff and 10 partners. The document discusses transfer pricing and why it is important for multinational enterprises. Transfer prices refer to prices charged in related-party transactions, such as prices for goods, services, intellectual property, and loans. The arm's length principle requires comparing related-party transactions to uncontrolled transactions to ensure profits are appropriately allocated between jurisdictions. Non-arm's length transfer prices can result in tax savings but risk scrutiny from tax authorities. The Netherlands has thin capitalization rules to prevent corporate income tax base erosion through interest deductions on related-party debt.
The document discusses the socialization of brands on social media. It provides an overview of social media usage including that over half of internet users in MENA own a computer and have broadband access. While computer activities show slower adoption in MENA compared to global averages, the top 10 internet activities are very similar. Social networks are popular in MENA, with nearly 60% having created a new social media profile in the last 6 months. Social networks are primarily used for connecting with old and new friends.
Inge G. Thulin Executive Vice President, International Operationsfinance10
This document discusses 3M's international operations and growth strategies. It notes that 3M has subsidiaries in 69 countries representing 61% of sales. Key points include:
1) 3M focuses on developing local market knowledge and solutions through its extensive international subsidiary network.
2) 3M pursues growth in both developed and developing markets by emphasizing customer success, operational excellence, and engaged employees.
3) 3M's customer technology centers allow it to collaborate closely with customers and develop local applications of its technologies.
Spend matters exec breakfast achilles slides dan quinn july 11th 2012Dan Quinn
Dan Quinn's slides and links to video case studies, from Exec Breakfast Event at the Savoy July 2012.
For further information contact Dan.Quinn@achilles.com
This document summarizes a presentation given by Professor Michael Porter on Chile's competitiveness and the demands of the new era. Porter discusses Chile's strong macroeconomic policies but notes fundamentals of the business environment could still be improved. Specifically, Chile has benefited from rising copper demand but must shift focus to increasing productivity and innovation to sustain prosperity as external factors recede. Porter also analyzes Chile's competitive advantages and disadvantages across factors that determine national competitiveness.
1 armstrong presentation on price and tariff setting v2Oliver O'Connor
Presentation at a forum I organised on Money Follows the Patient hospital payment systems 4 September 2012
John Armstrong is actuary with Aviva in Ireland
An introduction to BPI group and our services.
This presentation highlights our new Leadership Development coaching program, Navigate. Outstanding for High Potential Endeavors, Team Algnment, and Engagement Models. For more information please contact directly at 770-399-8400
The document discusses Finland's education system and lessons that could be learned. It provides an overview of key aspects of Finland's education including: basic education being compulsory and free from ages 7-16; upper secondary education where half choose vocational studies; teaching being a respected profession requiring a degree with only top applicants accepted; early childhood education emphasizing play; and a non-competitive system with local control and equality. The document suggests Finland's long-term consistent vision and culture of trust with no testing could provide lessons for other nations.
The document provides an overview of using Elluminate for an online meeting. It instructs users to test their audio by using the audio setup wizard to check speakers and microphones. It recommends selecting the wide layout view for optimal display. Users are told to send a chat message if they encounter any problems.
I continued my study on social media marketing by looking deeper on how companies should market themselves using different social media platform. To be able to market their brands, products or services through social media, companies or businesses should do monitoring, responding, researching, doing ongoing strategy and campaigns, integrating various social media channels that they have, and providing call-to-action. Facebook, Twitter and LinkedIn are all on the top 3 of the most popular social media site and the most channel that marketers used for their social media marketing activity. Each platform has its characteristics and should be handled differently, but consistency in making an effort to engage with the audience is the key.
Countering corruption from one or two sides? Cooperation between government a...ROBERTO VILLARREAL
This presentation conveys the contents of an analytical paper on the same topic submitted to an international workshop on civil society and anticorruption organized by the University of Surrey. Concrete ways to develop over time an effective participation of society to prevent and counter corruption are identified following the United Nations Convention against Corruption UNCAC.
BoConcept is a global retail brand that sells affordable luxury furniture and home goods through 240 franchise stores in 50 countries. The document discusses BoConcept's history of expanding from a Danish furniture producer to an international retail concept owner. It outlines BoConcept's strategy of further growing its business in emerging markets, which currently make up 18% of revenues, through increasing same-store sales, opening new stores, and utilizing a strong franchise business model and local expertise to navigate challenges in these markets. The goal is for emerging markets to contribute to BoConcept's target of 10-15% annual revenue growth and expanding its global store network to 350-400 stores by 2014/15.
Volunteering is an enormous renewable resource for solving societal problems, but it lacks reliable data. Current methods of measuring volunteering are inconsistent and produce divergent results. The UN has called for establishing the economic value of volunteering through improved measurement. A new handbook provides a standardized approach for measuring volunteering through labor force surveys to facilitate comparisons and clarify volunteering's scale and role. Implementation is underway in Europe and could help mobilize volunteers and engage policymakers if expanded to more countries.
Eddy Wouters, APL Logistics on '3PL Branding & Marketing'eyefortransport
Eddy Wouters, VP Logistics Europe, APL Logistics gets many laughs and lots of good feedback as he speaks on '3PL Branding & Marketing' at the 7th European 3PL Summit in Brussels, November 25th 2009.
To download all of the slides from the conference for free visit www.3PLsummit.com/eu_2009ppts
Edelman Trust In Entertainment Industry 2009Edelman
The 2009 Edelman Trust Barometer is the 10th edition of the firm's annual trust and credibility survey. It was launched in partnership with the Financial Times on 27th January 2009 in London.
http://www.edelman.co.uk/trustbarometer
Additional research looking specifically at trust in relation to entertainment, launched on the 7th July 2009, by Edelman, reveals that UK adults aged 18-34 are more trusting in the entertainment industry than those in the US. UK trust in the sector remains stable at 29% compared to last year, whereas the US has seen a sharp decline of 15 points to 17%.
With trust in the entertainment industry linked to an increased willingness to buy a company’s products, the differences between the two countries is further highlighted by consumers’ purchasing habits: 66% of consumers in the UK say they are spending the same or more on digital entertainment compared with last year, versus 56% in the US.
For the fourth year running, the Trust in the Entertainment Industry survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing. Trust in the Entertainment Industry 2009 follows Edelman’s tenth Trust Barometer, published in January 2009, which ranks the entertainment industry as the fifth most trusted (50%), following technology, healthcare, food and biotech, among UK opinion formers aged 35-64. In the US, trust in the entertainment industry is ranked 3rd from the bottom (33%), sharing its position with the automotive industry and just topping insurance and media companies.
Integrity of education systems – a framework for assessment EduSkills OECD
Education matters a lot in the fight against corruption in any country of the world. Corruption in education and lack of integrity have a wide reaching negative impact. They affect the quality, effectiveness and credibility of education, the efficiency of provision and the equity of opportunities for youth which is the biggest asset of any country and its social, cultural, scientific, and economic prosperity. There are numerous good reasons to treat corruption in the education sector as a priority problem. The Integrity of Education Systems (INTES) assessment aims to support governments in their effort to prevent corruption in the education sector, to help them uncover and address the underlying systemic causes of malpractice and inefficiency, and prevent these from happening. The INTES methodology includes a scan/perusal of system indicators and survey data (i.e. PISA), on-site visits and stakeholder interviews combined with qualitative analysis to identify areas of concern and reconstruct the landscape of root, systemic causes for malpractice and corruption in education.
STUDIES IN SUPPORT OF SPECIAL POPULATIONS: GERIATRICS E7shruti jagirdar
Unit 4: MRA 103T Regulatory affairs
This guideline is directed principally toward new Molecular Entities that are
likely to have significant use in the elderly, either because the disease intended
to be treated is characteristically a disease of aging ( e.g., Alzheimer's disease) or
because the population to be treated is known to include substantial numbers of
geriatric patients (e.g., hypertension).
Travel Clinic Cardiff: Health Advice for International TravelersNX Healthcare
Travel Clinic Cardiff offers comprehensive travel health services, including vaccinations, travel advice, and preventive care for international travelers. Our expert team ensures you are well-prepared and protected for your journey, providing personalized consultations tailored to your destination. Conveniently located in Cardiff, we help you travel with confidence and peace of mind. Visit us: www.nxhealthcare.co.uk
These lecture slides, by Dr Sidra Arshad, offer a simplified look into the mechanisms involved in the regulation of respiration:
Learning objectives:
1. Describe the organisation of respiratory center
2. Describe the nervous control of inspiration and respiratory rhythm
3. Describe the functions of the dorsal and respiratory groups of neurons
4. Describe the influences of the Pneumotaxic and Apneustic centers
5. Explain the role of Hering-Breur inflation reflex in regulation of inspiration
6. Explain the role of central chemoreceptors in regulation of respiration
7. Explain the role of peripheral chemoreceptors in regulation of respiration
8. Explain the regulation of respiration during exercise
9. Integrate the respiratory regulatory mechanisms
10. Describe the Cheyne-Stokes breathing
Study Resources:
1. Chapter 42, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 36, Ganong’s Review of Medical Physiology, 26th edition
3. Chapter 13, Human Physiology by Lauralee Sherwood, 9th edition
Nano-gold for Cancer Therapy chemistry investigatory projectSIVAVINAYAKPK
chemistry investigatory project
The development of nanogold-based cancer therapy could revolutionize oncology by providing a more targeted, less invasive treatment option. This project contributes to the growing body of research aimed at harnessing nanotechnology for medical applications, paving the way for future clinical trials and potential commercial applications.
Cancer remains one of the leading causes of death worldwide, prompting the need for innovative treatment methods. Nanotechnology offers promising new approaches, including the use of gold nanoparticles (nanogold) for targeted cancer therapy. Nanogold particles possess unique physical and chemical properties that make them suitable for drug delivery, imaging, and photothermal therapy.
The skin is the largest organ and its health plays a vital role among the other sense organs. The skin concerns like acne breakout, psoriasis, or anything similar along the lines, finding a qualified and experienced dermatologist becomes paramount.
5-hydroxytryptamine or 5-HT or Serotonin is a neurotransmitter that serves a range of roles in the human body. It is sometimes referred to as the happy chemical since it promotes overall well-being and happiness.
It is mostly found in the brain, intestines, and blood platelets.
5-HT is utilised to transport messages between nerve cells, is known to be involved in smooth muscle contraction, and adds to overall well-being and pleasure, among other benefits. 5-HT regulates the body's sleep-wake cycles and internal clock by acting as a precursor to melatonin.
It is hypothesised to regulate hunger, emotions, motor, cognitive, and autonomic processes.
Osvaldo Bernardo Muchanga-GASTROINTESTINAL INFECTIONS AND GASTRITIS-2024.pdfOsvaldo Bernardo Muchanga
GASTROINTESTINAL INFECTIONS AND GASTRITIS
Osvaldo Bernardo Muchanga
Gastrointestinal Infections
GASTROINTESTINAL INFECTIONS result from the ingestion of pathogens that cause infections at the level of this tract, generally being transmitted by food, water and hands contaminated by microorganisms such as E. coli, Salmonella, Shigella, Vibrio cholerae, Campylobacter, Staphylococcus, Rotavirus among others that are generally contained in feces, thus configuring a FECAL-ORAL type of transmission.
Among the factors that lead to the occurrence of gastrointestinal infections are the hygienic and sanitary deficiencies that characterize our markets and other places where raw or cooked food is sold, poor environmental sanitation in communities, deficiencies in water treatment (or in the process of its plumbing), risky hygienic-sanitary habits (not washing hands after major and/or minor needs), among others.
These are generally consequences (signs and symptoms) resulting from gastrointestinal infections: diarrhea, vomiting, fever and malaise, among others.
The treatment consists of replacing lost liquids and electrolytes (drinking drinking water and other recommended liquids, including consumption of juicy fruits such as papayas, apples, pears, among others that contain water in their composition).
To prevent this, it is necessary to promote health education, improve the hygienic-sanitary conditions of markets and communities in general as a way of promoting, preserving and prolonging PUBLIC HEALTH.
Gastritis and Gastric Health
Gastric Health is one of the most relevant concerns in human health, with gastrointestinal infections being among the main illnesses that affect humans.
Among gastric problems, we have GASTRITIS AND GASTRIC ULCERS as the main public health problems. Gastritis and gastric ulcers normally result from inflammation and corrosion of the walls of the stomach (gastric mucosa) and are generally associated (caused) by the bacterium Helicobacter pylor, which, according to the literature, this bacterium settles on these walls (of the stomach) and starts to release urease that ends up altering the normal pH of the stomach (acid), which leads to inflammation and corrosion of the mucous membranes and consequent gastritis or ulcers, respectively.
In addition to bacterial infections, gastritis and gastric ulcers are associated with several factors, with emphasis on prolonged fasting, chemical substances including drugs, alcohol, foods with strong seasonings including chilli, which ends up causing inflammation of the stomach walls and/or corrosion. of the same, resulting in the appearance of wounds and consequent gastritis or ulcers, respectively.
Among patients with gastritis and/or ulcers, one of the dilemmas is associated with the foods to consume in order to minimize the sensation of pain and discomfort.
Computer in pharmaceutical research and development-Mpharm(Pharmaceutics)MuskanShingari
Statistics- Statistics is the science of collecting, organizing, presenting, analyzing and interpreting numerical data to assist in making more effective decisions.
A statistics is a measure which is used to estimate the population parameter
Parameters-It is used to describe the properties of an entire population.
Examples-Measures of central tendency Dispersion, Variance, Standard Deviation (SD), Absolute Error, Mean Absolute Error (MAE), Eigen Value
The biomechanics of running involves the study of the mechanical principles underlying running movements. It includes the analysis of the running gait cycle, which consists of the stance phase (foot contact to push-off) and the swing phase (foot lift-off to next contact). Key aspects include kinematics (joint angles and movements, stride length and frequency) and kinetics (forces involved in running, including ground reaction and muscle forces). Understanding these factors helps in improving running performance, optimizing technique, and preventing injuries.
1. The Socialisation
of Brands
Social media tracker - 2010
The Socialisation of Brands 1
2. Contents
• Executive summary
• Introduction
• The continuing Wave story
• Methodology
• The social challenge for brands
• The new social landscape: means and motives
• The gravitational pull of social networks
• The rise of microblogging
• The future face of social media
• The Socialisation of Brands
• The impact: summary
The Socialisation of Brands 2
3. Executive Summary
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer
adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding
of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that
are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty,
endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key
to creating a successful social media experience.
The Socialisation of Brands 3
5. Hello
Welcome to Wave:
The largest and longest running
dedicated social media study in
the world.
The Socialisation of Brands 5
6. The continuing Wave
story
15 countries 21 markets
7,500 respondents 10,000 respondents
29 countries
17,000 respondents
38 countries
23,200 respondents
54 countries
37,600 respondents
The Socialisation of Brands 6
7. The expanding Wave universe Wave 5
Algeria
Argentina Australia
Austria
Bahrain
Belgium
Brazil
Canada
Chile
China
Colombia
Wave 4 Czech Republic
Denmark
Australia Ecuador
Austria Egypt
Belgium Estonia
Brazil France
Canada Germany
China Hong Kong
Colombia Hungary
Wave 3 Czech Republic India
Denmark Italy
Australia Ecuador Ireland (ROI)
Austria Finland Japan
Brazil France Korea
Canada Germany KSA
China Hong Kong Kuwait
Czech Republic Hungary Latvia
Wave 2 Denmark India Lebanon Lithuania
France Italy Malaysia
Australia Germany Japan Mexico Netherlands
Brazil Greece Korea Norway
China Hong Kong Latvia Oman
France Hungary Lithuania Philippines Poland
Wave 1 Germany India Malaysia Portugal
Greece Italy Mexico Qatar
Australia India Japan Netherlands Romania
Brazil Italy Korea Norway Russia
China Japan Mexico Peru Serbia
37,600 54
France Korea Netherlands Philippines Singapore
Germany Malaysia Pakistan Poland Slovakia
Italy Mexico Philippines Portugal South Africa
India Pakistan Poland Romania Spain
Japan Philippines Romania Russia Sweden
respondents countries Korea
Mexico
Russia
Singapore
Russia
Spain
Singapore
South Africa
Taiwan
Thailand
Philippines Spain Switzerland Spain Tunisia
Russia Taiwan Taiwan Sweden Turkey
Spain Thailand Turkey Turkey UAE
UK UK UK UK UK
US US US US US
The Socialisation of Brands 7
8. Methodology
Q: “Thinking about the internet, which of the following have you ever
done?”
• Wave has retained the same
methodology from Wave 1 to Wave
5, enabling comparison across Waves
• All research is conducted on UM’s in-
house research system, Intuition
• We have surveyed 37,600 16-54 Active
Internet Users in 54 countries
• All surveys are self-completed and the
data collected is purely quantitative
Why the Active Internet User?
• Active internet users are those that use
the internet every day or every other day
• Social media is driven by active internet
users
• They drive adoption of platforms and
tools and they will determine which tools
and platforms become dominant
The Socialisation of Brands 8
10. The Socialisation of Brands roadmap
Map the
Understand social landscape
Identify the
how and, more of the category Identify the
platforms
importantly, why you are operating social needs
that best meet
people use in and where your of the consumer
those needs
social media consumer fits in
that landscape
11. The new social
landscape
Means and motives
The Socialisation of Brands 11
12. Understanding means and motives
Q: “Which of the following do a good job when you want to...”
The Socialisation of Brands 12
13. Multi-faceted social networks
Q: “Which of the following do a good job when you want to...”
The Socialisation of Brands 13
15. Growing fast
Q: “Thinking about the internet, which of the following have you
ever done?”
The Socialisation of Brands 15
16. And this is a truly global
movement
Q: “Thinking about using the internet, which of the following
have you done in the last 6 months?” - Manage a profile on an
existing social network
Wave 3 Wave 4 Wave 5
The Socialisation of Brands 16
17. A pull of people...
Q: “Approximately how many people do you stay in contact with in your personal life through the
following means?”
The Socialisation of Brands 17
18. ...and activity
Q: “Which of the following have you done with your social
networking profile, amongst those who have used a social
network in the last 6 months”
The Socialisation of Brands 18
19. This is community growth
on a
phenomenal scale
Q: “Approximately how many people do you stay in contact
with through the following means?” Social Network
(average)
Wave 3 Wave 4 Wave 5
The Socialisation of Brands 19
20. Content sharing still continues
Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”
The Socialisation of Brands 20
21. But is starting to migrate
Q: “Which of the following have you done with your social networking profile?”
- Amongst those who have used a social network in the last 6 months
The Socialisation of Brands 21
22. Blogs & forums move away from personal
topics
Q: “When you read blogs, which of the following types of blogs do you read
most often?”- Amongst those who have read a blog in the last 6 months, “Which
of the following have you done with your social networking profile?” - Amongst
those who have used a social network in the last 6 months
The Socialisation of Brands 22
23. And specialise
Q: “When you read blogs, which of the following types of blogs do you read
most often?” - Amongst those who have read a blog in the last 6 months
The Socialisation of Brands 23
24. Blogging
Declining or stabilising in Western
countries, but growing in others
Q: “Thinking about using the internet, which of the following
have you used in the last 6 months?” - Read blogs / weblogs
Wave 3 Wave 4 Wave 5
The Socialisation of Brands 24
25. The rise of microblogging
Q: “Thinking about using the internet have you used a
microblogging service like Twitter or Jaiku in the last 6 months?”
The Socialisation of Brands 25
26. The rise of microblogging
Q: Age and gender profile of people who have used a microblogging service in the last 6 months
34.6% 42.6%
65.4% 57.4%
Wave 4 Wave 5
2009 2010
The Socialisation of Brands 26
27. The future face
of social media
The Socialisation of Brands 27
28. The new engine of social media
The Socialisation of Brands 28
29. Smartphone ownership drives mobile
internet use
Q: % of people who access the internet via a mobile device and the % of smartphone owners who access
the internet via a mobile device
The Socialisation of Brands 29
30. And the use of social media
Q: “Thinking about using the internet on your mobile device, which of the
following have you done in the last 6 months?” - Amongst all who have
accessed the internet via a mobile device and smartphone owners
The Socialisation of Brands 30
33. Understanding means and motive
is everything
• Social media is an incredibly dynamic environment
• A deeper knowledge of consumer needs and motivations is
the key to unlocking our understanding of social media
• Understanding these motivations explains much of what is
happening
• Why people engage in social media is an important starting
point but there is still a missing piece of the puzzle
• Do consumers want a relationship with brands?
• What kind of social experience are people looking for with
brands?
The Socialisation of Brands 33
34. Are people moving away from traditional
brand spaces online?
Q: “Thinking about using the internet, have you visited an
official brand/company website in the last 6 months?”
The Socialisation of Brands 34
35. There is certainly a move towards engaging
brands in social spaces
Q: “Which of the following have you done with your social
networking profile?” -Amongst those who have used a social
network in the last 6 months”
The Socialisation of Brands 35
36. Large numbers are already joining brand
communities
Q: “Have you ever joined a brand community online?”
The Socialisation of Brands 36
37. Is this true for all categories?
Health Movies Music
Telecomms
75% 74% 73% Travel
71%
71%
Food Cars
Software 70% Finance
63%
71% 67%
Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At
least one or more interaction). These included a range of interactions from getting access to advance news of products to being
able to access decision makers and influence product development
The Socialisation of Brands 37
38. So why are people joining brand
communities?
Q: Agreement with the descriptions of why they joined a brand community amongst
those have ever joined a brand community online by region.
The Socialisation of Brands 38
39. What is the benefit to brands?
Q: “As a result of joining a brand community, please indicate how much you agree with the following statements?”
72% 71% 66% 63%
“I thought more “I am more likely to “I felt more loyal “I recommended
positively of the brand” buy the brand” towards the brand” others to join”
The Socialisation of Brands 39
40. Which type of brand communities create the
most positive brand benefit?
Q: % reason why people, who thought more positively about the brand after joining,
joined a brand community
72%
“I thought more
positively of the brand”
The Socialisation of Brands 40
41. The Socialisation of Brands roadmap
Map the
Understand social landscape
Identify the
how and, more of the category Identify the
platforms
importantly, why you are operating social needs
that best meet
people use in and where your of the consumer
those needs
social media consumer fits in
that landscape
The Socialisation of Brands 41
42. The social landscape of categories
Q: “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in
each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.
The Socialisation of Brands 42
43. Different categories, different needs
Q: “Thinking about companies in the following categories, which of following
statements describes the kind of interaction you would like to have with these
companies?” amongst those who show an interest in the category.
The Socialisation of Brands 43
44. Different audiences, different needs
Q: “Thinking about companies in the computer software category, which of
following statements describes the kind of interaction you would like to have with
these companies?” amongst those who create content or seek information in the
category.
The Socialisation of Brands 44
47. The impact
Social media is an incredibly dynamic environment.
Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to
unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that
are connecting in the social media space. There is huge demand for a more social and interactive
relationships with brands.
Almost half of the Active Internet Universe has already joined a brand
community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty,
endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key
to creating a successful social media experience.
The Socialisation of Brands 47
48. What does this mean for your business?
Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that we
are unable to cover in this report.
If you want to know how to operate in the new social media landscape and what this means for your
business please contact:-
Example
Glen Parker
Research Director – EMEA
Glen.Parker@umww.com
The Socialisation of Brands 48
49. About this report
Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at exploring
the massive changes occurring in communication technologies.
The studies have been conducted annually since 2006.
The research is conducted by the UM EMEA research team in collaboration with the UM global network of
agencies.
If you have any questions about the research or future Wave projects please contact the EMEA research
team
Glen Parker
Research Director – EMEA
Glen.Parker@umww.com
Lindsey Thomas
Research Executive– EMEA
Lindsey.Thomas@umww.com
The Socialisation of Brands 49
Five years is a lifetime in the world of social media and over the course of our five Waves of research we have come to a deep understanding of the complex and dynamic nature of social media behaviour. Our first two Waves demonstrated that social media was enabling a large and active community to create content and share this content with others. In the process the medium moved from being a primarily text-based medium to a fully audio visual one. Our third Wave charted the democratisation of influence, how social media was driving ever greater means and opportunity for consumers to influence their peers. Influence that was becoming an integral part of many consumers decision making processes. In Wave 4 we examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms. This clearly demonstrated that you cannot treat all social media the same, consumers engage with a platform because it meet’s specific consumer needs and all platforms meet these needs differently. What the Wave project has shown us is that far from being hype, social media is a an explosively dynamic phenomenon that is changing the way we interact and that this is having a fundamental effect on our thoughts, feelings, attitudes and behaviour. However, with a few exceptions, brands and companies are still not social. They are struggling to find a way to intelligently, sensitively and effectively engage with consumers in this space. Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes.
Therefore, with our fifth instalment of Wave, Wave 5 – The Socialisation Of Brands, we have brought together all our understanding of usage, behaviour , influence and motivation, done this across more than 50 countries and added the missing piece of the puzzle. The data, insight and analysis that will help brands create successful social media programmes.
Who are the active internet universe and why do they matter?Active internet users are those people who use the internet every day or every other daySocial media is driven by active internet users, if you don’t use the internet regularly you are unlikely to sign up for tools such as blogging or set up a social network profile.Active internet users drive adoption of platforms and tools and they will determine which tools and platforms become dominant in the social media space.They are the best proxy for the future, over time all internet users will increase their usage. Eventually everyone will become an active internet user, just as consumers made the transition from occasional to regular TV watching in the 1950s and 1960s.
The web is changing. It’s no longer just a place for information seeking and shopping but a platform where connections are made, friendships formed and information and opinion exchanged.The new social web makes different demands on both consumers and advertisers. Consumers are not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status updates and livestreaming their every day happenings. Social networks have become more embedded in our everyday lives , whether it’s Facebook, Orkut or LinkedIn, we now contact more people in our personal life through our social networks (our research shows that on average we stay in contact socially with 52 people via these networks) than we do through any other means including face to face contact, email and phone.It’s essential for brands to understand why and where different groups of consumers participate in this new world. It’s not merely a question of identifying the best places to target – the classic media planning/buying approach – but truly knowing what motivates them to be part of it.Understand that and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively than simply buying banners and buttons in these spaces.When we started tracking the growth of social media with our Wave study in 2006, these platforms were merely a seed of what they have since become. Fast forward to 2010 and Facebook is no longer the new, new thing but a legitimate rival to Google for ownership and domination of the digital space.What we have discovered in every iteration of our research is that social media participation among active internet continues to vary widely, in some countries blogging is or was top of the tree, in others it is or was uploading video, for example. In all markets the use of social networks has been rising steadily – and in some cases very rapidly indeed.Similarly this latest research project finds that the motivations for blogging, joining a social network, uploading a video or a photo are not only very different at a global level but that individual countries and regions also have a different take on the value, appeal and utility of each platform.Wave 5 – The Socialisation Of Brands – and the detailed data that lies behind it – will help brands understand what they need to do to connect with consumers on the social web.
With Wave 5 we have created a roadmap that will help brands create the right social media experience. We know that people are more than willing to join social communities online and are doing so in their millions, but do they want to interact with brands in these spaces? The results from Wave 5 – The Socialisation Of Brands answer that question with an emphatic yes and this is true across a broad range of categories. The challenge then is to identify the kind of social relationship consumers want and we do this by following four steps.The combination of social demand and platform understanding will give us the clear insight to create successful social media programmes.
It is our belief at UM that brands should first concern themselves with why people engage in social media, and their motivations, before we try to understand the platforms themselves. When consumers engage socially online they do so to meet certain needs. It could be to promote themselves, to share new experiences with others or just to have fun and waste time. It is a community peopled by a broad range of users, everything from career builders and money makers to community creators and story tellers. So social media definitions such as “friend”, “fan” or “follower” cannot really describe the complex interactions and relationships that exist in this environment. Social media are often lumped together too. Sometimes the term is used synonymously with social networks but Facebook and its brethren are merely major players in a diverse eco-system. In fact the social media universe includes a wide range of different platforms ranging from IM, blogging to photo and video sharing sites. Social networks are trying to offer many of these functions in one place but the reasons why consumers use them, whether they are on a social network site or a separate platform vary widely. Therefore looking at why people engage in social media and how effectively each social media platform is able to meet these needs becomes of paramount importance. We can see that blogs, message boards and video sites (see Figure 3) deliver specific needs. Video sites are great for having fun and being entertained, message boards are great for seeking alternative opinions and changing those of other others and blogs are powerful platforms for self expression and self promotion. This is the challenge of understanding the complex eco-system of social media.
Social networks enable us to create a network of digital friends that may or may not correlate with our “real world” friends. So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivations for signing up to these platforms; acquiring a sense of belonging is another reason to be part of it. What is more surprising is how effective social networks are at meeting so many other need states, ones traditionally better serviced by more specialised platforms, like blogging. They are also great for changing opinions, promoting yourself, keeping up to date and earning respect. Split the motivations by country, and once again there is a dramatic split. In China members of Renren, 51.com and Kaizen001.com are looking for fun, in France consumers are hoping to advance their careers while in Germany the search is for a community that participants can be part of. The US and the UK also stand out, driven by the need to self-promote and influence others.
It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social behaviour seen since the invention of email. They have moved from being places to meet friends and stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
As a result we see them fast becoming a ubiquitous tool for social interaction and you’d wrong to think that this is only an activity for the young. Although penetration amongst 16-24 year olds remains highest it is in the 25-34 year old bracket that we have seen the greatest increase in usage, from 52% to nearly 70% in the last 3 years. However, in all age brackets, we are seeing a similarly spectacular rise. Currently, nearly 3 quarters of the active internet universe claim to have ever managed a profile on a social network. If the current trends continues, a social networking profile will become as fundamental part of our daily lives as our telephone number.
We are seeing a large rise in social connections via all digital means but leading the way are the social networks. They have become the largest source of social interaction, finally outstripping face to face contact in 2009. As finding friends old and new still remain the most highly participated activities it’s a trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).
We aren’t just seeing a large rise in the number of people joining social networks. They are also using them for a broader range of activities. A ready made, audience combined with increased site functionality means that they are, for example, sharing videos, organising groups and events, sharing photos and dating (see Figure 7). In fact, in 2009 they were using them for 6.4 activities. In 2010 this has now risen to 8. Again, this trend is decidedly upwards.
DESIGN NOTES: If editing data, the character images need to be compensated for as they stretch rather than resize in the same aspect ration. To do this, right click on the image, select “Format Data Series”, then select the “Fill” tab. Under “Stretch Options”, make adjustments to “Left” and “Right” until the characters look in proportion. Keep Left and Right numbers the same.
How is the growing power of social networks affecting other social media platforms? We are certainly seeing content creation and sharing via photo sharing and video sites continuing to grow. However, we are seeing growth occur at a much slower pace than we have seen in past Wave studies (see Figure 10).
As social networks keep growing we also see them begin to dominate discussion about personal topics. People are moving away from reading and discussing personal topics on both blogs and forums. At the same time we see a corresponding rise in social networks as the key platform for personal blogs (See Figure 12).
As a result, we are seeing them become more orientated towards specialised topics. They may no longer be the platform of choice for personal expression but they are clearly seeing some success in their battle to become legitimate rivals to the traditional media outlets by building specialist credibility.
DESIGN NOTES: If you want to amend data and need to move the pencil tops to match, simply send the graph to the back (right click > Send to Back). Select the pencil top image, right click and select “Size and Position”. Click on the “Position” tab and move the vertical value up and down to move the pencil. You may need to manually enter in adjustments (eg: 2.4 is too much, 2.5 is too little, so manually enter in 2.45). Once you are happy with the position, send the pencil top images to the back so that the data labels appear on top.
Microblogging is a great example of a new form of social media that has, within an incredibly short space of time, become a mass market activity.Clearly, the fact that it doesn’t require an enormous amount time spent creating content, but still allows you to maintain a constant stream of news, updates and opinion has much appeal. But it is also its position as an undiluted way to communicate with audiences, without the need to engage with a sometimes difficult or prohibitive mass media, that gives it real potency. This has been clear during recent news events when people sent regular updates on, for example, the Iran protests or the Mumbai bombings that added a more personal and visceral dimension to the ensuing events. For the same reason it has been adopted wholesale by the marketing fraternity, in particular many high profile celebrities. There is still much debate about how many people are actually tweeting vs following, however, with its integration into a number of simple mobile applications its growth will continue.
It’s certainly the fastest growing social media platform that we track within our study (see figure 15) and as it has grown we have seen a significant move towards a more female profile amongst the community (see Figure 16).
The most significant shift in social media over the last few years has been the ability of users to engage in social media via mobile. The availability of powerful handsets and tablets with flexible operating systems, such as Google’s Android and Apple’s O.S. combined with flat rate data charges has created a fertile environment for the growth of mobile social media. Alongside these has been the development of a range of easy to use first and third party applications that allow users to engage with their social media platform of choice, such as Facebook or Twitter, using a simple to use interface.
As a result our Wave 5 data shows clear correlation between smartphone ownership and mobile internet access.
And engagement in social media (See Figures 18 and 19). Not only are smartphone users more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They visit their social network profile on average 3.5 times a day, 18% more often than the average social network user.
One of the most interesting things about the mobile social media user is not just the range and frequency of their activity but who they are. You might be forgiven for thinking that the people at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of smart phone ownership and usage means that this audience is certainly at the higher end of the socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer they are also highly influential. They are more likely work in senior decision making positions within companies(25%) and are more likely to try products first (index 172) and influence others in regard to their purchases (index 157) It is clearly a significant audience and one which not only represents the future face of social media usage but a very interesting and influential audience today.
There is much debate about the role that brands can or should play in social media. The big question is do people actually want a social relationship with them at all? We have found over the last three Waves of research a decline in the number of people saying that they have visited an official company website (See Figure 20). Does this mean that there is less appetite to engage with brands in their “official spaces”? Does the increasing power of peer to peer recommendation and the huge number of spaces that facilitate this recommendation, the burgeoning influence economy, mean that people no longer feel the need to engage directly with brands to find the information they want?
Well, we can certainly see a trend towards consumers engaging with brands in social media. When we look at the numbers of people who are becoming fans with brands on their social networking platform we see a huge rise in the last year (See figure 21). Clearly, just by being present in a space socially relevant to the consumer means that they are more than willing to engage.
But it’s not just on their social networking profile that people are affiliating themselves with brands. Our Wave 5 research shows that, globally, nearly half of the active internet universe claims to have joined a brand community at some point (see figure 22). This clearly identifies a demand for brands in the social space.
Is social demand true for all categories? Well, we asked people if they wanted an interaction with brands beyond a simple transaction across a number of categories (see figure 23). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development. It’s clear from the results that, even though the level of social demand differs by category, there are significant numbers of people who do want to engage with brands in all categories (even if this engagement was more superficial, like just having access to breaking news).
Although many are saying that they have joined a brand community online to gain access to free content (69.6%), the highest motivations are to learn (78.6%) and get access to advance news of products (76.1%). In the influence economy, information is clearly a very valuable commodity. These motivations are prevalent across all markets but when we look regionally we can see that there are nuances (See figure 24). In Latin America brand communities are more likely to be driven by the desire to associate themselves with something (to support a cause or even something they think is cool). In Asia they are more likely to join if it was recommended to them by their peers and in the Middle East it is about feeling part of a like-minded community.
What’s the benefit to brands? The other big debate in social media is identifying the value of brand community engagement and interaction. Of those people who joined a brand community, 72% said they thought more positively of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds a lot like the holy grail of marketing communications. Of course, things are not so simple or easy. In order to create a social media experience that will benefit the brand
Clearly, a feeling of community, sharing a common appreciation or cause have the most brand benefit
The first thing we need to understand is the level of social activity in each category. We do this by mapping involvement across a spectrum of social engagement. From those actively creating content and collaborating with others to those simply seeking information. What we see is that certain categories with very broad appeal, like music and movies, have large numbers of people engaged in collaboration, creation, sharing and seeking. Conversely, categories like sport or fashion have a much smaller number of people engaged in the category but a higher proportion of those are actively collaborating. However, in all categories there are significant numbers of people already actively engaging with brands and companies. The reason why it is important to understand the consumers current level of engagement with the category is because it has a fundamental effect on the depth of social interaction they want.
We can see that different categories have different social media needs. Analysis of the movie and health categories, for example, show that access to fun content is key for the movie category (unsurprisingly in a very visual and content rich medium) whereas learning is the dominant need in the health category (see Figure 27).
And it’s not just the category differences that we have to take into account. We also need to consider current category behaviour as this has a significant impact on their social needs and expectations. When we look at people actively engaged in the Computer Software category, for example, we can see that the demand for customer service (a personal response to issues and complaints) is equally important to both content creators/collaborators and seekers of information (see Figure 28). However, in all other regards creators/collaborators want a much deeper and more diverse social relationship but in particular we see that learning and skills development are the key social
Clearly, understanding the social needs of the consumer is the key to creating a successful social media programme. If all the consumer wants is access to information and news there is no point in creating an all singing, all dancing interactive content sharing platform. On the other hand if they want to be involved directly with product development then access to new news is unlikely to be involving or compelling. Since these needs differ widely by country, category and audience it is essential to have a granular view of the social dynamics at play. The other important factor is an understanding of which platforms and forms of communication best meet these needs. Wave 5 – The Socialisation of Brands also contains a wealth of information that can help identify the most influential platforms at both macro and micro level. We believe that the combination of social need state and the ability of platforms to meet these needs gives us the crucial insight required.