DOCSLIB.ORG

The Marketing Power Through Social Media

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Marketing Power Through Social Media THE MARKETING POWER THROUGH SOCIAL MEDIA Mathilde Segouffin A research project submitted in part fulfilment of the requirements of the degree of Bachelor of Marketing with Honours in Business Studies 9 089 words DUBLIN BUSINESS SCHOOL June 2011 Table of contents Table of contents .......................................................................................................... 2 List of Tables/Figures .................................................................................................. 4 Acknowledgements ...................................................................................................... 6 Abstract ........................................................................................................................ 7 1. INTRODUCTION .......................................................................................... 9 2. LITERATURE REVIEW ............................................................................ 11 2.1 Introduction .............................................................................................. 11 2.2 Definitions of the main concepts ............................................................. 11 2.3 New behaviour of company ..................................................................... 13 2.4 Consumers power through social media .................................................. 15 2.5 The company influence through Social media ........................................ 17 2.6 Conclusion ............................................................................................... 19 3. OBJECTIVES AND METHODOLOGY ................................................... 20 3.1 Introduction .............................................................................................. 20 3.2 Research Problem .................................................................................... 20 3.3 Research Question ................................................................................... 21 3.4 Research Objectives ................................................................................. 21 3.5 Research Methodology ............................................................................ 22 3.6 Conclusion ............................................................................................... 28 4. DATA ANALYSIS ....................................................................................... 29 4.1 Introduction .............................................................................................. 29 4.2 Quantitative analysis ................................................................................ 29 4.3 Qualitative analysis .................................................................................. 41 4.4 Conclusion ............................................................................................... 45 5. CONCLUSIONS AND RECOMMANDATIONS ..................................... 46 2 APPENDIX ................................................................................................................ 52 Appendix 1: Consumer confidence in business and media ........................................ 53 Appendix 2: Consumer confidence in fellow consumer ............................................ 55 Appendix 3: The rise of word-of mouth with Internet and Social Media .................. 56 Appendix 4: Think inside-out than think outside-in .................................................. 58 Appendix 5: From 80:20 to 50:50 (Jaffe, J., 2010, p56 and 235) ............................. 59 Appendix 6: From 4 P to 6 P (Jaffe, J., 2010, p217) .................................................. 60 Appendix 7: Conversation (6P‟s Model) Brian solis “The conversation prism” ...... 61 Appendix 8: Better customer service (Jaffe, J., 2010, p97) ....................................... 62 Appendix 9: 10 new rules of customer service (Jaffe, J., 2010, p128) ..................... 64 Appendix 10: Aknowlegement (ADIAS model) Coldplay‟s album .......................... 65 Appendix 11: Dialogue (ADIAS Model) Apple Store – Genius Bar......................... 66 Appendix 12: Incentivization (ADIAS Model) Starbucks – Card ............................. 67 Appendix 13: Activation (ADIAS Model) Panasonic community – Living in HD ... 68 Appendix 14: Activation (ADIAS Model) NikeiD – customize your choose ........... 69 Appendix 15: Electronic questionnaire 1 ................................................................... 70 Appendix 16: Electronic questionnaire 2 ................................................................... 71 Appendix 17: Semi-structured interview ................................................................... 73 Appendix 18: Semi-structured interview - Citroën .................................................... 74 Appendix 19: Semi-structured interview – Smart Tour ............................................. 80 Appendix 20: Semi-structured interview – 8 Bis Communication ............................ 86 Appendix 21: Repetition enhances believability (Edelman, 2011, p21) .................... 89 Appendix 22: Important factors for corporate reputation (Edelman, 2011, p16) ...... 89 Bibliography ............................................................................................................... 90 References .................................................................................................................. 97 3 List of Tables/Figures Figure 2.2.1: The model of consumer behaviour (Hoyer, W.D. and MacInnis, D.J., 2007, p12) .........12 Figure 2.3.1; Evolution of European advertising expenditure (ZenithOptimedia, 2011) .....................13 Figure 2.3.2: Advertising expenditure in Europe 2009-2011 (ZenithOptimedia, 2011, p13) ..............14 Figure 2.4.1: Effect of word-of-mouth on company brand (McKinsey&Company,2010, p5) ..............15 Figure 2.4.2: Trust in Social Media (Onprenduncafé, 2010) .................................................................16 Figure 2.5.1: AIDAS Model (Jaffe J.,2010, p122) ...............................................................................18 Figure 3.4.1: Uses of different types of interview in each of the main research categories ..................27 Figure 4.1.2.1: Age of the Sample ........................................................................................................29 Figure 4.2.2.1.1: Source(s) of information(s) to buy new product (Quest 1 - Q1) ................................30 Figure 4.2.2.1.2: source(s) of information(s) to buy known product (Quest 1 - Q2) ............................30 Figure 4.2.2.1.3: Consumer‟s use multiple sources of information (Quest 1 – Q3) ..............................31 Figure 4.2.2.1.4: Consumer attention on advertising (Quest 1 – Q4) ....................................................32 Figure 4.2.2.1.5: Type of advertisement that influence consumer (Quest 1 – Q5) ................................32 Figure 4.2.2.2.1: Consumer trust company and peers (Quest 1 – Q 6 - 7 ) ...........................................33 Figure 4.2.2.2.2: Level of consumer trust company and peers (Quest 1 – Q 6 - 7) ...............................33 Figure 4.2.2.3.1: Consumer trust in social media (Quest 1 – Q8) .........................................................34 Figure 4.2.2.3.2: Level of consumer trust on social media (Quest 1 – Q8) ...........................................34 Figure 4.2.2.3.3: Social Media used to obtain purchase‟s information (Quest 2 – Q1) ........................35 Figure 4.2.2.3.4: Consumer' listen advice from unknown Internet user (Quest 2 – Q2) .......................35 Figure 4.2.2.3.5: Influence of brand‟s fake comment on social media (Quest 1 -Q9)...........................36 Figure 4.2.2.4.1: Consumer‟s word-of-mouth (Quest 2 – Q3-4) ...........................................................36 Figure 4.2.2.4.2: Level of consumer word-of-mouth (Quest 2 – Q3-4) ................................................37 Figure 4.2.2.4.3: Group with customer shares information (Quest 2 – Q5) ..........................................37 Figure 4.2.2.5.1: Brands on social media (Quest 2 – Q6.A)..................................................................38 Figure 4.2.2.5.2: Consumer‟s expectations from brand on social media (Quest 2- Q6.B) ....................38 Figure 4.2.2.5.3: Consumer member or fan on a brand (Quest 2 – Q7) ................................................39 Figure 4.2.2.5.4: Consideration of consumer‟s comment on social media (Quest 2 - Q 8) ...................40 4 Figure 4.1.3.5.5: Consumer‟s influence to companies on Social Media (Quest 2 – Q9).......................40 Appendix1.1: Trust in business to do what is right (Edelman, 2011, p6) .............................................53 Appendix1.2: Trust in media to do what is right (Edelman, 2011, p8) .................................................54 Appendix 2.1: Consumer trust in each advertising channel (Ping Elizabeth,2009, p2) ........................55 Appendix 3.1: The consumer decision journey -Mc Kinsey & company (Jaffe J., 2010, p54) .............57 Appendix 3.2: Top 3 factors that influence at principal stages of the consumer decision journey – example mobile phone (McKinsey&Company,2010, p3) .....................................................................58 Appendix 5.1“Three types of premium customers” (Jaffe, J., 2010, p56 ..............................................59 Appendix 6.1The new customer-Activation model Jaffe, J. (2010, p217) ...........................................60
Load more

Recommended publications
  • Social Media Playbook: Everything Your Company Needs to Know to Succeed
    Public Version Social Media Playbook: Everything Your Company Needs D JESS3 N to Know to Succeed Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 3.0 License on the Social Web RIGHT ELOQUA A PY CONTENT BY JESS3 & O C JOE CHERNOV (@JCHERNOV) Social Media Playbook Contents Social Media Playbook Contents INTRODUCTION MAJOR PLATFORMS > Why use this Playbook, who it > Twitter �����������������������������������������������������������������������������������������8 Technically, it’s swine flu� is for, and how to use it ����������������������������������������������4 > Facebook ������������������������������������������������������������������������������ 20 But we call it H1N1 because the hashtag’s shorter� > What social media needs to really work�������������������������������������������������������������������������5 OTHER KEY PLATFORMS: > Blogs ���������������������������������������������������������������������������������������� 24 SOCIAL MEDIA GUIDELINES > LinkedIn �������������������������������������������������������������������������������� 26 > The 5 dos and 5 don’ts > YouTube ��������������������������������������������������������������������������������� 27 of social media ������������������������������������������������������������������6 > Wikipedia ����������������������������������������������������������������������������� 28 > Delicious ������������������������������������������������������������������������������� 30 > Flickr ����������������������������������������������������������������������������������������
    [Show full text]
  • 321-2011: Taxonomies, Tone, and Tweets: Where Text Analytics And
    SAS Global Forum 2011 Social Media and Networking Paper 321-2011 Taxonomies, Tone and Tweets – Where text analytics and social marketing collide John Bastone, SAS Institute, Tampa, FL, USA ABSTRACT Text analytics is an established science. Social marketing has exploded in popularity. The latter phenomenon has generated an enormous amount of interest in the former. As the software landscape is quickly adapting to the needs of next year’s business, there are some core issues that companies must wrestle with in embarking on any social media analytics engagement: Listening – By growing bigger ears to hear beyond the usual sites, to pull in relevant conversations about your business. Processing – To ensure your organization understands what it is hearing. Responding – Both literally and procedurally, to ensure the organization adapts and learns from direct customer feedback. This paper will explore many different aspects of the social media analytics discipline, spanning the evolution of listening techniques, the fundamentals of word taxonomies and sentiment analysis that get discern positive and negative tone, and recommendations on how to handle tweets and any other form of real-time communications. 1 SAS Global Forum 2011 Social Media and Networking REMEMBER MOSIAC? DON’T WORRY, NEITHER DO A BILLION OTHER’S CURRENTLY ON FACEBOOK Look up the word Ubiquitous on dictionary.com, and you’ll find the following definition: “existing or being everywhere, especially at the same time”. Under that definition, it could be argued that the internet is still not that. According to stats compiled by http://www.internetworldstats.com, close to 3 out of every 10 human beings on this planet is an internet user, or just shy of 2 Billion people globally.
    [Show full text]
  • What They Will Be
    mEMOS TO THE FUTURE BUsiness Horizon Quarterly like to think that 30 years isn’t a particularly long time. Maybe that’s because I was born exactly that many years ago, as were millions of my cohorts in the !rst class of Generation Y, otherwise known as I“Millennials.” In its !rst 30 years, my generation has experienced !rsthand the advent and evolution of the Internet. Over the next 30 years, our generation will have an ever-increasing impact on the economy, the workplace, and the way we conduct business. We don’t know much about how the world will look in 2042, but we have plenty of ideas about how we, as a Generation, want to shape it. MILLENNIALS IN 2042 WHAT THEY WILL BE Just six years ago, I launched my own Internet-based company just as Facebook took o". What my company and Facebook have in common is that they were both founded by Millennials and rely heavily on a workforce that, like us, is digitally native. We tapped our cohort to help us think di"erently and build a di"erent kind of company. We aren’t alone in taking such actions as more of us are building a similar future. !"#$%&$'%#!()*&+), !"#$#BUSINESS HORIZONS QUARTERLY // FALL 2012 !"##$%%"&#' What are the actual idiosyncrasies that de!ne are, happen to be better at managing the always-on Generation Y and will continue to do so over the next connectivity of modern life than our Boomer parents, 30 years? To borrow a wonderfully perceptive phrase who were better at navigating mass media than their from the McLuhanite media scholar John Culkin, “We parents, and so on.
    [Show full text]
  • Ethics in Social Media
    Ethical Communication in the Digital Age: The Benefits and Risks of Social Media Presented by Dan Lear and Steve Thomas Bankruptcy and Commercial Litigation Section Dallas Bar Association May 6, 2015 “With great power comes great responsibility.” Spiderman’s uncle. What is Social Media A collection of services that offer new ways to communicate. Similar to print: Can send to people you know or people you don’t. They can redistribute. Can be used as evidence. Very different from print: Easy to post or publish—to thousands, even millions. Instantaneous delivery. Multimedia – text, images, videos, audio, art, schematics, anything Posting can grant rights and licensing Virtually every facet of the economy is embracing social media because of its power to communicate with so many so easily. Social Media is Very Popular Wikipedia’s list of social networking websites includes 211 entries and states that the list is not exhaustive, but is “limited to notable, well-known sites.” Major Social Media Sites: Media Launched Active Users Tumblr February 2007 225 Million blogs Twitter July 15, 2006 284 Million Google+ June 28, 2011 300 Million Instagram October 6, 2010 300 Million LinkedIn May 5, 2003 347 Million Facebook February 4, 2004 1.39 Billion John Locallo, President of the Illinois State Bar Association President’s page, September 2011 Illinois Bar Journal: “If Facebook were a nation, it would be the third largest in the world. Do I have your attention yet?” There are more social media sites, methods, channels, and formats than we could discuss in a week. "Conversationprism" by Brian Solis and JESS3 - http://www.theconversationprism.co m/.
    [Show full text]
  • WIPO Re:Search Launches the America Invents Act Domain
    Geneva – DECEMBER 2011 – No.6 2 WIPO RE:SEARCH LAUNCHES 6 THE AMERICA INVENTS ACT DOMAIN 17 NAME SPACE EXPANDS www.wipo.int GENEVA, DECEMBER 2011 CONTENTS 2 WIPO RE:SEARCh – IP AT WORK FOR SOCIAL BENEFIT 6 THE GLOBAL IMPACT OF THE AMERICA INVENTS ACT 8 SAFEGUARDING CulturAL HERITAGe – THE CASE OF THE SACRED WANDJINA 11 IAN HARGREAVES ON ADAPTING IP TO THE DIGITAL AGE 14 THE FUTURE OF PUBLISHING – A Veteran’S PERSPECTIVE 17 NAVIGATING AN EXPANDED DOMAIN NAME LANDSCAPE 20 DESIGN IN POLAND – TRANSITION TO MODERNITY 23 HOMAGE TO STEVE JOBS – A PIONEER OF FUNCTION AND FORM 25 THE ART OF BINOCULAR PERSPECTIVE 28 IN THE NEWS WIPO MAGAZINE ISSUE 6/2011 © World Intellectual Property Organization Editor: Catherine Jewell Acknowledgements K. Sebati, T. Bombelles, p. 2 Cover image D. Zografos, p. 8 Designer: Joanna Rusin B. Beckham, p. 17 www.wipo.int 2 DECEMBER 2011 WIPO RE:SEARCh – IP AT WORK FOR SOCIAL BENEFIT A pioneering initiative that promises to transform the public health landscape in developing countries was launched at WIPO on October 26, 2011. WIPO Re:Search is an open innovation research platform that brings together public and private-sector partners to catalyze research into the discovery, development and delivery of drugs, vaccines and diagnostics for neglected tropical diseases (NTDs), malaria and tuberculosis (TB). According to the World Health Organization (WHO), NTDs are largely a symptom of poverty and disad- vantage and blight the lives of over a billion people around the world. Hardest hit are the poorest of the poor often living in remote rural areas, urban slums, shantytowns or conflict zones.
    [Show full text]
  • Chapter 1: Introduction to Social Media: an Art and Science
    INTRODUCTION TO SOCIAL MEDIA 1 An Art and Science Learning Objectives LEARNING OBJECTIVES Humans of Social Media Introduction After reading this chapter, you will be How Do We Define Social Media? able to How Has Social Media Evolved? The Current State of Social Media •• Define social media Who “Owns” Social Media? •• Differentiate between social Using Social Media Strategically media platforms Which Social Media Platforms Should I Use? distribute •• Explain the evolution of social Working in Social Media media over time Bridging the Science and Practice of Social Media •• Identify the main considerations What Can Science Tell Us About Social Media? or for using social media How Is Social Media Like a Practice? strategically How Can We Bridge Science and Art •• Identify the key characteristics Effectively? of the science and art of social Chapter Summary media Thought Questions Exercises post, References HUMANS OF SOCIAL MEDIA DEIRDRE BREAKENRIDGE, AUTHOR, PROFESSOR, AND CEO OF PURE PERFORMANCE Introduction copy, Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business I’ve been working in public relations and mar- of PR (with Brian Solis, 2009), and PR 2.0: New keting for 25-plus years. Although I started my Media, New Tools, New Audiences (2008). My sixth career focused on media relations and publicity, book, Answers for Modern Communicators, was todaynot I’m a chief relationship agent (CRA) and a published by Routledge in October 2017. I also communications problem solver to help organi- moved my authoring to a new platform when I zations tackle their relationship challenges and was asked to become a Lynda.com video author in build credibility and trust with the public.
    [Show full text]
  • Eloqua JESS3 Social Media Probook
    Social Media ProBook Except where otherwise noted, content on this site is on this site otherwise where content noted, Except 3.0 License Attribution Commons under a Creative licensed 2011 12 COPYRIGHT ELOQUA AND JESS3 AND ELOQUA COPYRIGHT Tweet #ProBook Social Media Table of Contents ProBook Foreword By Steve Rubel A few years ago at a 2007 Paley 04 05 07 08 10 12 14 Center confab, Cisco executive Steve Rubel is EVP Daniel Scheinman predicted that, Whatever New How to Operational A Day in the 8 Critical Elements to A Day in the of Global Strategy in the future, content would find us Happened Entrants Organize models Life of... Scaling Globally Life of... and Insights for through our social networks, rather Edelman. He is than requiring us to seek it out. to…? by Brad Internally By Jeremiah Scott by Ekaterina Walker & Adam a highly visible Flash forward four years later by Jesse Cohen by Joe Owyang Monty Bryan Rhoads Singer thought leader and and there’s no doubt he was right. Thomas Chernov writer on media, Increasingly relevant information - technology and whether it be from brands, the media or digital culture. individuals - is finding us through our His insights can social networks. However, with everyone be found at www. and their mother creating content, steverubel.me. standing out is becoming only more challenging. Enter this guide. Eloqua and JESS3 have once again pulled together an all- star team to share their best practices in social media. However, talk is one thing. 16 17 18 20 22 24 25 Action is another.
    [Show full text]
  • Basic Information and Resources
    PMGT6472 Maximizing Social Media – Rosenblatt – Page 1 of 18 M.P.S. in Political Management Spring 2019 January 14, 2019 – April 29, 2019 Maximizing Social Media PMGT6472 3 Credits Tuesday, 7:10 – 9:40 p.m. 1776 G Street, C-112 BASIC INFORMATION AND RESOURCES Instructor Alan Rosenblatt, Ph.D. Alan Rosenblatt, Ph.D., is a digital communications & social media strategist, professor & thought leader with over 25 years’ experience in digital/social politics, advocacy, media, and education. He is Director of Digital Research at Lake Research Partners & Principal, leading the Digital and Social Media Strategy Practice at turner4D. Alan co-founded the Internet Advocacy Roundtable in 2005 and in 1995 taught the world’s 1st college course on digital/social media politics at George Mason University. He’s been teaching variations of it ever since—currently at George Washington, Johns Hopkins, and American Universities, and previously at Georgetown and Gonzaga Universities. Dr. Rosenblatt was Associate Director for Online Advocacy at the Center for American Progress/CAP Action Fund from 2007-2013, where he created and managed the Center’s enterprise social media program and ran many online advocacy campaigns. He is a prolific writer, currently blogging at npENGAGE and turner4D’s Carpe Colloquium and previously at Huffington Post, Social Media Today, techPresident, Big Think, Roll Call, CQ Roll Call’s Connectivity, as well as a contributor to Campaigns & Elections. He is a frequent keynote speaker and panelist. Alan has a Ph.D., M.A. and B.A. in Political Science and can be found across social media @DrDigiPol. Contact Information (DO NOT CONTACT THROUGH BLACKBOARD) Phone Number: (703) 282-7157 Email Address: [email protected] Communication Please email me any questions or to schedule a call.
    [Show full text]
  • Basic Information and Resources
    Digital Content Creation – Halls and Thomas – Page 1 of 16 M.P.S. in Political Management Summer 2018 May 24 to July 26 Digital Content Creation PMGT 6470.11 3 Credits Thursday 7:10pm to 9:40pm Location: 1957 E Street, NW, Room 112 BASIC INFORMATION AND RESOURCES Jonathan Halls Jonathan Halls has worked in radio, television and newspapers in 25 countries. Formerly head of the BBC’s television, radio and new media training division, he has trained journalists and producers at some of the world’s leading media houses. For the past decade, he has worked mostly with newspapers transitioning to the digital world, and adult educators seeking to incorporate digital content into their teaching. He was on the jury for INMA ‘s Global Media Awards in 2017, The Asian Digital Media Awards 2018 and the Middle East Digital Media Awards 2018. He is author of three books on digital media for learning. He has a bachelor’s and master’s in education. Contact Information Email Address: [email protected] Jesse Thomas Jesse Thomas founded his agency JESS3 in 2008 in his hometown of Washington D.C. Working for clients like Google, Nike and NASA. Inc Magazine named Jesse as one of the “30 Under 30” top entrepreneurs in 2012. Mashable described him as “one of the webs hottest designers”. He published a graphic novel about Steve jobs called “the zen of Steve jobs” with Forbes. Well known for data visualization, animations and infographics, he also enjoys collage art and photography. Contact Information Phone Number: (571) 231-4308 Email Address: [email protected] Communication The best way to communicate with Jonathan is via email.
    [Show full text]
  • Investigating the Role of Online Social Media in Consumer-Firm Relationships Janna Cole Coastal Carolina University
    Coastal Carolina University CCU Digital Commons Honors College and Center for Interdisciplinary Honors Theses Studies Fall 12-15-2011 Investigating the Role of Online Social Media in Consumer-Firm Relationships Janna Cole Coastal Carolina University Follow this and additional works at: https://digitalcommons.coastal.edu/honors-theses Part of the Marketing Commons Recommended Citation Cole, Janna, "Investigating the Role of Online Social Media in Consumer-Firm Relationships" (2011). Honors Theses. 89. https://digitalcommons.coastal.edu/honors-theses/89 This Thesis is brought to you for free and open access by the Honors College and Center for Interdisciplinary Studies at CCU Digital Commons. It has been accepted for inclusion in Honors Theses by an authorized administrator of CCU Digital Commons. For more information, please contact [email protected]. 1 2 Table of Contents I. INTRODUCTION 3 II. LITERATURE REVIEW 4 III. METHOD 12 IV. RESULTS 12 V. CONCLUSIONS 15 REFERENCES 17 APPENDIX 20 3 I. Introduction The online media landscape is rapidly changing upon the development of web technologies that enable internet users to interact and share information with each other. More connected than ever before, people from around the world are able to converse through media such as social networking websites, blogs, wikis, video sharing websites, forums, and online communities. These online social media platforms, collectively referred to as “Web 2.0 tools,” have been growing in popularity in terms of usage since about 2003. More recently, companies have recognized the value in communicating with their stakeholders through Web 2.0 social media applications, though how they should use the technologies is debated.
    [Show full text]
  • Content Discovery Special Section Coca
    FEBRUARY 2013 ALSO INSIDE: Content Discovery Special Section Coca-Cola’s Jonathan Mildenhall CONTENT MARKETING STRATEGY FOR EXECUTIVES NARROW CASTING MARK WILSON from Avaya explains why going bigger isn’t better. ALSO INSIDE: BRAND BROADCASTERS: Meet the new media moguls. The Official Magazine of the Content Marketing Institute FEBRUARY 2013 www.ContentMarketingInstitute.com @juntajoe Joe Pulizzi Throw another blog on the barbie, ’cause CMW’s going Down Under to Sydney this March. All you Aussie CONTENT MARKETING STRATEGY FOR EXECUTIVES marketers should come say g’day! 16 NARROWCASTING Mark Wilson from Avaya explains why going bigger isn’t better. Cover and interior photos by Douglas Zimmerman Making of a Modern SPECIAL SECTION: BRAND CMO BROADCASTERS: A serial Chief Marketer Content Meet the new (brand) shares lessons from media moguls. the journey. DIscoVerY 22 19 27 CCO DEPARTMENTS What’s Online.............6 Social Web ............... 25 Idea Garage ............. 36 Talking Innovation ....8 Vertical View ............ 30 Marketoonist .......... 38 Tactician .................. 12 Tech Tools ............... 34 4 CHIEF CONTENT OFFICER CCO STAFF FOUnder JOE PULIZZI • [email protected] VIce PresIdent & PUBLISHer PETER LOIBL • [email protected] VIce PresIdent of OperatIons Chief Content Officer magazine Pam KOZELka • [email protected] is for YOU, the content marketer. MarKETIng DIrector CATHY MCPHILLips • [email protected] EDItor CLarE MCDErmott • [email protected] Content DEVELopment DIrector MicHELE LiNN • [email protected] CReatIVE DIrector JosEPH KALINowski • [email protected] ProJect DIrector ANGELA VANNUcci • [email protected] Proofreader ANN GYNn • [email protected] InternatIonaL EDItors SaraH MitcHELL, Australian Editor We don’t like long-winded and boring. Our goal is NENAD SENIC, European Editor to give you practical strategies and tips that keep ADVertISIng InQUIRIES PETER LoibL you on the leading edge of content marketing.
    [Show full text]
  • Mapping the Spectrum of Intent in Data Visualization and Data Arts Scott Urm Ray University of San Francisco, [email protected]
    The University of San Francisco USF Scholarship: a digital repository @ Gleeson Library | Geschke Center Art + Architecture College of Arts and Sciences 2014 Changing Minds to Changing the World: Mapping the Spectrum of Intent in Data Visualization and Data Arts Scott urM ray University of San Francisco, [email protected] Follow this and additional works at: http://repository.usfca.edu/art-architecture Part of the Graphic Design Commons, Graphics and Human Computer Interfaces Commons, and the Statistical Models Commons Recommended Citation Murray, S., (2014). Changing Minds to Changing the World: Mapping the Spectrum of Intent in Data Visualization and Data Arts. In D. Bihanic (Ed.), New Challenges for Data Design (322–347). London: Springer-Verlag. This Book Chapter is brought to you for free and open access by the College of Arts and Sciences at USF Scholarship: a digital repository @ Gleeson Library | Geschke Center. It has been accepted for inclusion in Art + Architecture by an authorized administrator of USF Scholarship: a digital repository @ Gleeson Library | Geschke Center. For more information, please contact [email protected]. Changing Minds to Changing the World Mapping the Spectrum of Intent in Data Visualization and Data Arts 8 December 2013 Scott Murray DRAFT This is an early draft of an essay that was included in New Challenges for Data Design, a collection edited by David Bihanic and published in February 2015. For the final version, please contact your library or purchase the book from Springer: http://www.springer.com/us/book/9781447165958 The web home for this essay is: http://alignedleft.com/work/changing-minds The full citation for the final, published essay is as follows: Murray, Scott.
    [Show full text]