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"It'S Not A Website, It'S A Concept": The Power To Exploit And Use Social Networks.

2008/8/6 12:34:00 41758

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BMW's Mini Cooper (Mini Cooper) product series is located in the US Mini USA, a branch of the United States. It will track any place - such as blog, discussion group, forum, MySpace website and many other places - all comments on its brand appear, and then use its own information to guide advertising campaigns for products.

In Hewlett-Packard Co, 50 general managers have to log on to their blogs every morning, take part in online conversations about each product line they are responsible for, and respond instantly to questions and concerns raised by customers.

Ernst & Young uses the professional group on Facebook to recruit 3500 graduates per year. The occupational groups on Facebook will not only post job information, but also answer questions raised by potential employees.

The Del Monte Pet Foods uses its own online community to conduct regular "chat" with 400 pet lovers, and pet lovers' viewpoints are helpful to the development of new products.

These are examples of the company's clever use of Groundswell, and vice president and chief analyst Feres Te of Forrester Research, a market research firm, says Charlene Li, Forrester.

"Public opinion is a social trend in which people use technical means to get information about their needs through interaction between each other, not by the traditional institutions such as companies."

Li is a recent speaker of the supernova symposium, an annual technical conference in San Francisco, an event organized by Walton Werbach, a professor of law and business ethics at Walton's business school, in collaboration with the Walton School of business.

Josh Belnov and Josh Bernoff have co authored a book on the theme "public opinion: how to win in a world that is reshaped by social technology" (Groundswell: Winning in a World Transformed by Social Technologies).

"The more people you know and the more you know about those who express their opinions to your brand and company, the more you will be able to turn the special phenomenon of the new social network into their own advantages."

She said.

However, this kind of understanding and understanding is far from what traditional user surveys can accomplish.

Li and other speakers at this symposium believe that few companies have studied how people interact with the Internet and how they use online protocol tools, but nowadays the Internet is mostly revolved around individual users, content created by people, communities built and people's communication.

"People's lives are rich and complex, so you need to get data from large groups and get data from small groups."

Elizabeth Churchill Elizabeth Churchill, chief research scientist at Yahoo Research, said her research focused on the experience of Internet users.

"This means that data collected from large groups can answer questions about who, what, where and how, and data from small groups can answer the question of why.

For example, we learned from the photo sharing website Flickr that even though Americans would share photos in large numbers, the Scandinavian would not.

Why?

What cultural factors affect people's sharing of photos?

Failed search and "strong Mom"

A closer look at people's behavior on the internet reveals a lot of things that surprise us, and sometimes even challenges our basic assumptions. For example, most young people are very good at using the Internet.

The symposium reporter East Hargittai (Eszter Hargittai), a professor of sociology and communication at Northwestern University, studied the group of students from different ethnic groups in University of Illinois in Chicago. He found that 43% of them could not search the Internet. The main reason for their judgement was that they could not understand the Internet terms correctly and could not enter the navigation links.

Hargittai's further research found that people are far from understanding the Internet related terms and behaviors.

For example, when asked how to evaluate their Internet knowledge, the answers of women, African Americans, Hispanic Americans and parents with low educational level showed that they were less aware of the Internet than men and Asian Americans.

"Because such skills are not randomly distributed among people, some content providers and some content users will be more likely to benefit from this media than others."

Hargittai said.

Lee agreed with Hargittai's conclusions. She quotes Feres Te market research company's research results on people's behavior on the Internet. These results show that people's behavior on the internet sometimes depends on skills and population, sometimes related to the life cycle of users.

The so-called "Alpha Mom" can use technology freely, have a strong interest in raising children, and have more than average income, "Li said." but they have no time.

So, if you want to win them, you can't adopt blog mode, but should let them enter the community with the same people who have the opportunity to provide feedback. "

To help the company develop a precise Internet strategy, Lee and Bell Andrianof organized a research called Social Technology Ladder at the market research firm, which divides them into different levels according to the degree of consumers' participation in various forms of social networks.

At the bottom of the ladder is the "inactive molecule", which accounts for 44% of all American adults who surfed the Internet in 2007; the higher tier people are "activists", which account for 25% of all Internet users. They often browse social networks such as MySpace; collectors are the "elite" who account for 15% of all Internet users. They collect and integrate information. The top of the ladder is "critic", who is to publish criticism and comment, and contribute to blogs and forums.

Of all Internet users in the United States, only 18% of people create new content, publish articles or update their blogs at least once a month, maintain web pages, or upload content to websites like YouTube.

Li said that the effectiveness of this classification is still dormant and has failed to give the company a clear understanding of the effectiveness of online consumer behavior.

Any successful strategy of developing and utilizing public opinion must start with the assessment of consumers' social behavior.

After that, you can decide what goals you want to accomplish and how you can plan your relationship with consumers and decide what social skills you want to adopt.

Now, Li is investigating the reasons for the rise or fall of this social technology ladder, and what measures the company should adopt to encourage consumers to act.

Li said, for the company, it is very important to understand the behavior of public opinion more profoundly, because "after five to ten years, social networks will be everywhere."

New fashion

Google Corporation's Jo Klaus (Joe Kraus) agreed.

In the supernova Symposium speech, the product management director of the search giant said that social networking is the latest fashion. He called it "new fashion."

"But for a long time, people have been fascinated by fashion after another.

Social networking is not new, but we are working in a completely new way. "

The new way of operation does not weaken the power of Social Computing (Social Computing), also known as "social computing" and "social computing". It is based on computational data model and computer science and ergonomics to analyze and study human social behavior, and it is about computing and applied science of various kinds of communication and resources in human society.

Translator.

In fact, Claus has taken it as the power behind the three main trends of people's use of the Internet.

Claus said, the first is "the process of discovering information is changing from individual behavior to group behavior."

He described his recent behavior as an example of his recent selection of his wife's anniversary gift.

After his search, he found candy was a traditional gift of 6th anniversary. After that, he posted a message on his G-Mail account that he was asking for the idea of making candy with candy.

A friend told him by e-mail that a very good baker could make a special cake. According to her suggestion, the 6th anniversary commemorative gift he gave his wife was finally a beautiful cake made of colorful wallet.

So, Claus said, he found that the process of information was pformed from his behavior into social behavior - and it turned out to be much better than relying on himself alone.

The second trend, he said, is that the way we exchange information is changing, from sharing information voluntarily (sending photos to friends by e-mail), and turning to passive sharing of information (uploading photos to Facebook website, and then emails friends by e-mail).

"This way will separate the browsing from the notification."

Claus said.

This way allows more people to share photos with you, because people do not need to worry that sending photos by mail will disturb others without worrying about arousing others' attention and appearing too self.

Claus believes that the third trend, and the most important trend, is that the Internet will eventually become a social network.

"Today, social computing is something you can do on a particular website."

Claus said.

"But what we are going to achieve is that social networking is no longer just a website, but an idea."

He added that until we find ways to get users to complete the following three things, we will not launch the whole social network: create a unique ID that can login to many websites; do not disclose personal access credentials (for example, the password of e-mail).

The premise is to share information such as photos and contact lists, and publish information using multiple social applications.

Google's "Friend Connect" -- a service that allows websites to provide social functions easily for their viewers -- integrates three standards, and the three standards deal with the following three problems: open ID, OAuth and OpenSocial, Claus said.

The preview version of this service was launched in May.

He sees Google's "connecting friends" as a way to open networks. He predicts that the coming of open networks will be faster than we expect.

"Before, you can browse the website of New York Times or Amazon, and then write comments and comments.

Why can't I log in to Ticketmaster website and see where my friend sits in the concert I want to go to? "(if he wants to publish such information)?

Claus believes that what organizations need to prepare is a perfect social networking platform, and then your users will expect to be part of the dialogue.