DOCSLIB.ORG

The Art of Relevance

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Art of Relevance The Art of Relevance The Art of Relevance How to Have Your Ideal Clients Saying, “That’s Me!” vs. “So What.” marketingforhippies.com !1 The Art of Relevance Table of Contents Introduction 4 Five Reasons to Figure Out Islands A and B 8 Island A: The Painful Symptom 12 Their Symptoms vs. Your Diagnosis 19 Coaching Session: Infidelity and Truth 27 Why Your Clients Can’t Have What They Want 32 Difficult Teachers: A Marketing Lesson 33 The Four Core Symptoms 36 Relevance: Shallow and Wide vs. Narrow and Deep 38 Examples of Island A 40 Example #1: Island A for an Executive Director of an NGO 42 Example #2: Non Violent Communication Workshop 43 Example #3: Sexual Enrichment Counsellor 45 Example #4: How to Write a Lovable Homepage 46 Example #5: Rebellious Entrepreneur Tele-Summit 47 Example #6: The Uncaged Life 48 Example #7: Pink Elephant 49 Example #8: Verge Permaculture 50 Example #9: Heart of Business 51 Example #10: Jane the Practitioner 52 Example #11: A Story for Men about Women 60 Example #12: Lite Beer 63 Island A Quiz Examples 64 Quiz #1: Are You a FaceBook Addict? 66 Quiz #2: Are You Addicted to the Internet? 67 Quiz #3: Are You Highly Sensitive? 68 Quiz #4: Eco-Friendly Lawn Care 69 Quiz #5: Practice Building 70 marketingforhippies.com !2 The Art of Relevance Quiz #6: Progressive Newspaper 71 More Examples of Island A 72 A Collection of 48 More Examples of Island A 76 Island A Examples: Concluding Thoughts 82 Under What Circumstances? 83 Nine Qualities of a Well-Articulated Problem 89 Seven Ways to Identify and Clarify the Symptoms You Help Your Clients With 91 What Do You Do if There Are No Symptoms? 93 The Hidden Blessings of Island A 94 Island A Conclusion 96 Island Z: The Unspoken Fears 97 Fifteen Ideas for How to Deal With the Fear of Island Z: 100 Island B: The Results They Crave 103 Should You Focus on Island A or Island B? 107 Examples of Businesses With a Clear Island B 108 Thoughts on Cravings 116 15 Core Results People Might Want From Your Product or Service 117 Nine Qualities of a Well-Articulated Result 123 What if I Can’t Guarantee a Result? 125 Seven Things to Look at When You’re Struggling With “But I Can’t Guarantee my Offers!” 131 Thoughts on Connecting Island A and B 134 Case Study: Lisa Anne Morrison — Professional Organizer 137 Case Study: Trade Shows 138 Island C: The Unimagined Possibility 139 More Real Life Examples 141 Considerations and Caveats 144 Where to Use This All in Your Marketing 145 To Summarize 146 Conclusion 148 Gratitude 150 marketingforhippies.com !3 The Art of Relevance Introduction Your clients are on a journey. Your ideal clients are on Island A where they are struggling with a particular problem and all the symptoms that come with particular problem. They don't want to be there on Island A. I often ask holistic practitioners or permaculture providers what problems they solve for their clients. They’ll laugh and say, “That’s the thing! This modality or approach can work on any problem. What can’t it do?” They’re so in love with their boat (which represents what they do and how they do it) that they talk about their it all the time. But people only care about your boat if it can help them with their problem, if the provider’s or practitioner’s boat can carry them to Island B. This seems like it would be a liberating approach or perspective. You’re not limiting your options, you can fix anything! But it’s actually the most limiting thing you can do. Because now there’s no relevance for the boat. Why bother getting on a boat if you don’t want to leave the Island? Your clients want to be on Island B. They want, more than anything, to be on Island B where they will find the results they are craving. Your business is the boat that can take your clients from one island to another. Island A is the painful set of symptoms your clients experience in their lives. It represents the problem they face. Island A why they’re looking for a boat in the first place. It’s what makes your boat relevant to them. If they have no problem, they have, in their mind, no need for a solution. It’s really as simple as that. Some examples: • Scattered and disorganized on Island A? Want to get to focused and organized Island B • Conflicted, addicted, and constantly at the mercy of strong emotions like fear and anger on Island A? Want to get to strong, harmonious and equanimous Island B? • Lonely on Island A and want to find a relationship on Island B? • Broke on Island A and want to make some money on Island B? marketingforhippies.com !4 The Art of Relevance That’s the basic idea. Your business is a boat that can help clients make that journey. This simple island metaphor, which I have deepened and expanded over time, has formed the basis of the marketing approach that I teach. So, one of the first implications of this metaphor is that we might want to stop talking about our boat so much. People don’t care about your boat. They care about their journey. Even if they want to buy your boat from you . why? Where are they hoping to go with it? What are they hoping to do with it? They’re buying the boat for something. What is that something? The purpose of this eBook is very simple: to help you understand and become very good at articulating the reasons why people would want to buy what you have to sell. Stated another way: we need to actually become experts on the journey more than geeking out about about the mode of transportation. I’ve seen many of my clients struggle, particularly holistic health practitioners. They tend to talk endlessly about their boat, “Oh yes. This boat is made from a combination of Reiki, shiatsu, and traeger therapies, and the work that reconnects. It’s powerful.” Most of them are offering “general help” that doesn’t do much to address immediate and pressing symptoms. A lot of holistic practitioners focus on what they think people need instead of what they’re struggling with and they’re only reaching clients who are already into holistic things. Sure the details and stories behind the wood you chose for your boat’s deck, the way you’ve rigged your sails, the way you’ve designed and painted your hull, are fascinating. But they aren’t compelling reasons for a prospective client to book passage and climb on board unless you are going where they want to go. This is one of the simplest notions in business and yet equally the most difficult to grasp. Many entrepreneurs never really crack the code on this one. Many entrepreneurs don't understand the need to identify the real pain that their clients feel, and the real results their clients want. Over the years, I expanded this metaphor to add two more islands. The first was Island C. Island C represents the reality that some businesses are offering something wonderful and necessary that no one even knows exists and therefore cannot possibly crave. It’s an Island that you can’t see from Island A, and is barely visible from Island B. marketingforhippies.com !5 The Art of Relevance Island C is what might be possible in the life of ONE person that they hadn’t previously considered. This is different than the bigger cause we imagine, which is what we envision for our whole community, or for the world (though they are likely connected). Island C is the place you got to in your life that you never dreamed possible before. But now you’re here! Amazing. Island B is a promise. Island C is a possibility. Island B is the result a prospective client imagines. It’s what they’re craving to the extent that they can articulate. Island C goes beyond this into articulating a client’s most deeply felt yearnings. It offers up the hope and the possibility that things could be even better than they imagined possible. My colleague W. T. S. Tarver, a meditation teacher from Toronto, once articulated it like this: Island C is where the potential clients would really want to go if they knew about it and could understand what you were saying, but from where they are presently standing (indeed, living) they truly, honestly can't see it. If told about it, Island C might sound so fantastic that it actually can compromise the credibility of the story-telling captain. As far as they are concerned, everything in the prospective client's actual experience inclines them to believe and understand that all they are shopping for, all they want, all they need is passage to Island B. Stories about Island C are dismissed as myths, hyperboles, “marketing buzz,” or even deception or outright lies. For the entrepreneurs who I coach the “ships' captains” in the metaphor and mindfulness facilitators in this instance, many of their boats are in fact actually registered and berthed at Island C. That's where they stop routinely, do their maintenance, get their supplies, hang out with their friends and the other captains, etc. For them it's part of the regular run. Sure Island B is way better than Island A, but it's just a stop-over on the way to Island C.
Load more

Recommended publications
  • Assets.Kpmg › Content › Dam › Kpmg › Pdf › 2012 › 05 › Report-2012.Pdf
    Digitization of theatr Digital DawnSmar Tablets tphones Online applications The metamorphosis kingSmar Mobile payments or tphones Digital monetizationbegins Smartphones Digital cable FICCI-KPMG es Indian MeNicdia anhed E nconttertainmentent Tablets Social netw Mobile advertisingTablets HighIndus tdefinitionry Report 2012 E-books Tablets Smartphones Expansion of tier 2 and 3 cities 3D exhibition Digital cable Portals Home Video Pay TV Portals Online applications Social networkingDigitization of theatres Vernacular content Mobile advertising Mobile payments Console gaming Viral Digitization of theatres Tablets Mobile gaming marketing Growing sequels Digital cable Social networking Niche content Digital Rights Management Digital cable Regionalisation Advergaming DTH Mobile gamingSmartphones High definition Advergaming Mobile payments 3D exhibition Digital cable Smartphones Tablets Home Video Expansion of tier 2 and 3 cities Vernacular content Portals Mobile advertising Social networking Mobile advertising Social networking Tablets Digital cable Online applicationsDTH Tablets Growing sequels Micropayment Pay TV Niche content Portals Mobile payments Digital cable Console gaming Digital monetization DigitizationDTH Mobile gaming Smartphones E-books Smartphones Expansion of tier 2 and 3 cities Mobile advertising Mobile gaming Pay TV Digitization of theatres Mobile gamingDTHConsole gaming E-books Mobile advertising RegionalisationTablets Online applications Digital cable E-books Regionalisation Home Video Console gaming Pay TVOnline applications
    [Show full text]
  • 30-Minute Social Media Marketing
    30-MINUTE SOCIAL MEDIA MARKETING Step-by-Step Techniques to Spread the Word About Your Business FAST AND FREE Susan Gunelius New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto To Scott, for supporting every new opportunity I pursue on and off the social Web and for sending me blog post ideas when I’m too busy to think straight. And to my family and friends for remembering me and welcoming me with open arms when I eventually emerge from behind my computer. Copyright © 2011 by Susan Gunelius. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-174865-0 MHID: 0-07-174865-2 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174381-5, MHID: 0-07-174381-2. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every oc- currence of a trademarked name, we use names in an editorial fashion only, and to the benefi t of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs.
    [Show full text]
  • FACEBOOK MARKETING – What Do Users Think of It?
    Bachelor's thesis Degree Programme in Internation Business 2011 Jani Orpana, Jukka Teräs FACEBOOK MARKETING – What do users think of it? BACHELOR´S THESIS | ABSTRACT TURKU UNIVERSITY OF APPLIED SCIENCES Degree Programme in International Business 01.12.2011 | 108 pages Instructor(s): Laura Heinonen Author(s): Jani Orpana, Jukka Teräs FACEBOOK MARKETING – WHAT DO USERS THINK OF IT? The Internet is part of our daily lives, has been for decades in continuously increasing proportion and continues inevitably on the same path. We use it for getting information, entertainment, shopping, in our work and studies and, above all, for communication. E-mail is a familiar mode of communication, but among the later trends in the Internet is the social media with its various manifestations. It provides us means to stay in touch with our family and friends and to meet new people and to socialize among the likeminded. Social media is hoarding ever more larger share of people’s time that spend in overall and especially in the Internet. The most significant by far is the Facebook.com, the phenomenon that has grown at an unpreceded pace and today it attracts more visitors than any other web domain except Google.com. The change in behaviour presents a challenge and an opportunity in a marketer’s perspective. The people are withdrawing from the television and other established marketing channels but at the same time they are flocking to a new environment that is far more interactive and with the right tools in skilled hands it also provides more information about the audience.
    [Show full text]
  • The Value of Pre-Launch Twitter Volumes in Predicting Initials Sales
    The value of pre-launch Twitter volumes in predicting initials sales of new cars MSC Business Studies Marketing Thesis by Jorrit Stein 10618015 First supervisor: Ms. E.Korkmaz Second supervisor: Dr. Umut Konus Final version January 30, 2015 1 Statement of originality This document is written by Student Jorrit Stein who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. 2 Index Abstract ................................................................................................................................................... 4 Introduction ............................................................................................................................................. 5 Literature review ................................................................................................................................... 10 Predicting car sales ............................................................................................................................ 10 Advertisement ................................................................................................................................... 13 Web data based forecasting .............................................................................................................
    [Show full text]
  • Guerrilla Marketing - and Its Effects on Consumer Behavior
    BACHELOR THESIS Spring 2012 Kristianstad University International Business and Economics Program Guerrilla Marketing - And its Effects on Consumer Behavior Authors Sandra Belić Emelie Jönsson Supervisor Christer Ekelund Examiner Timurs Umans Abstract As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful. Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived. This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.
    [Show full text]
  • The Long Tail / Chris Anderson
    THE LONG TAIL Why the Future of Business Is Selling Less of More Enter CHRIS ANDERSON To Anne CONTENTS Acknowledgments v Introduction 1 1. The Long Tail 15 2. The Rise and Fall of the Hit 27 3. A Short History of the Long Tail 41 4. The Three Forces of the Long Tail 52 5. The New Producers 58 6. The New Markets 85 7. The New Tastemakers 98 8. Long Tail Economics 125 9. The Short Head 147 iv | CONTENTS 10. The Paradise of Choice 168 11. Niche Culture 177 12. The Infinite Screen 192 13. Beyond Entertainment 201 14. Long Tail Rules 217 15. The Long Tail of Marketing 225 Coda: Tomorrow’s Tail 247 Epilogue 249 Notes on Sources and Further Reading 255 Index 259 About the Author Praise Credits Cover Copyright ACKNOWLEDGMENTS This book has benefited from the help and collaboration of literally thousands of people, thanks to the relatively open process of having it start as a widely read article and continue in public as a blog of work in progress. The result is that there are many people to thank, both here and in the chapter notes at the end of the book. First, the person other than me who worked the hardest, my wife, Anne. No project like this could be done without a strong partner. Anne was all that and more. Her constant support and understanding made this possible, and the price was significant, from all the Sundays taking care of the kids while I worked at Starbucks to the lost evenings, absent vacations, nights out not taken, and other costs of an all-consuming project.
    [Show full text]
  • Online Engagement Factors on Facebook Brand Pages
    Online engagement factors on Facebook brand pages Irena Pletikosa Cvijikj & Florian Michahelles Social Network Analysis and Mining ISSN 1869-5450 Soc. Netw. Anal. Min. DOI 10.1007/s13278-013-0098-8 1 23 Your article is protected by copyright and all rights are held exclusively by Springer- Verlag Wien. This e-offprint is for personal use only and shall not be self-archived in electronic repositories. If you wish to self- archive your work, please use the accepted author’s version for posting to your own website or your institution’s repository. You may further deposit the accepted author’s version on a funder’s repository at a funder’s request, provided it is not made publicly available until 12 months after publication. 1 23 Author's personal copy Soc. Netw. Anal. Min. DOI 10.1007/s13278-013-0098-8 ORIGINAL ARTICLE Online engagement factors on Facebook brand pages Irena Pletikosa Cvijikj • Florian Michahelles Received: 19 April 2012 / Revised: 14 September 2012 / Accepted: 16 January 2013 Ó Springer-Verlag Wien 2013 Abstract Social networks have become an additional 1 Introduction marketing channel that could be integrated with the tradi- tional ones as a part of the marketing mix. The change in Marketing has recently undergone significant changes in the dynamics of the marketing interchange between com- the way information is delivered to the customers (Man- panies and consumers as introduced by social networks has gold and Faulds 2009). Social networks (SN), as a part of placed a focus on the non-transactional customer behavior. Web 2.0 technology, provide the technological platform for In this new marketing era, the terms engagement and the individuals to connect, produce and share content participation became the central non-transactional con- online (Boyd and Ellison 2008).
    [Show full text]
  • A Consumer-Based Examination of Netflix Inc. Original Programming and Streaming Strategy
    Streaming is the New Black: A Consumer-based Examination of Netflix Inc. Original Programming and Streaming Strategy A Thesis Submitted to the Faculty of Drexel University by Lindsay B. Strott in partial fulfillment of the requirements for the degree of Master of Science in Television Management March 2015 © Copy Right 2015 Lindsay B. Strott. All Rights Reserved i Acknowledgements Thank you to my thesis advisor Dr. Lydia Timmins and program director Al Tedesco for your guidance throughout my studies and the thesis writing process. I would also like to thank my family, friends, and classmates for their support and encouragement. ii Table of Contents List of Tables ............................................................................................................. vii List of Figures ........................................................................................................... viii List of Appendices ...................................................................................................... xi Abstract ...................................................................................................................... xii Chapter 1 : Introduction ............................................................................................ 1 1.1 Introduction ............................................................................................................. 1 1.2 Statement of the Problem ........................................................................................ 4 1.3 Background ............................................................................................................
    [Show full text]
  • Viral Marketing and Social Networks
    PETRESCU THE BUSINESS Viral Marketing and Social Digital and Social Media Marketing EXPERT PRESS and Advertising Collection DIGITAL LIBRARIES Networks Victoria L. Crittenden, Editor EBOOKS FOR Maria Petrescu BUSINESS STUDENTS Viral marketing is the key to marketing success Curriculum-oriented, born- in the 21st century, and advertising is one of digital books for advanced business students, written the most important tools in the viral marketing by academic thought toolkit. This book offers an in-depth look at viral leaders who translate real- marketing that includes a short overview of its Viral world business experience history and evolution. into course readings and The author provides a viral marketing reference materials for Marketing students expecting to tackle toolkit—exploring the use of each tool in social management and leadership media, as well as differences between connected challenges during their terms such as marketing buzz. Viral advertising, AND SOCIAL NETWORKS VIRAL MARKETING and Social professional careers. as a significant tool and source of viral mes- POLICIES BUILT sage, is discussed in detail with examples of BY LIBRARIANS various companies’ viral campaigns. The focus Networks • Unlimited simultaneous is on how and where businesses can post mes- usage sages with viral objectives and which consumer • Unrestricted downloading segment is the center of the initial targeting and printing • Perpetual access for a initiative. one-time fee This book is for anyone—students and profes- • No platform or sors in business and communication schools, as maintenance fees well as marketing practitioners. • Free MARC records • No license to execute Dr. Maria Petrescu is a marketing researcher The Digital Libraries are a and Assistant Professor of Marketing at Nova comprehensive, cost-effective Southeastern University in Florida.
    [Show full text]
  • Viral Marketing.Pdf
    social media › further reading Comscore Press Release (14 March 2008) YouTube.com Accounted for 1 Out of Every 3 U.S. Online Videos Viewed in January, www.comscore.com/press/release.asp?press=2111, Comscore.com, [accessed 27 May 2008] Livingston, G (28 August 2007) Beware of Facebook Frenzy, www.livingstonbuzz.com/2007/08/28/beware-of-facebook-frenzy, The Buzz Bin [accessed 16 June 2008] Harmanci, R. (20 February 2005) Time to get a life -- pioneer blogger Justin Hall bows out at 31, www.sfgate.com/cgi-bin/article.cgi?file=/c/a/2005/02/20/MNGBKBEJO01.DTL, San Francisco Chronicle, [accessed 27 May 2008] MacManus, R. (28 April 2008) Report: Social Media Challenging Traditional Media, www.readwriteweb.com/archives/report_social_media_challenging_traditional_media.php, ReadWriteWeb.com, [accessed 27 May 2008] Merholz, P. (17 May 2002) Play With Your Words, www.peterme.com/archives/00000205.html, peterme.com, [accessed 27 May 2008] Sandoval, G. (April 4, 2006) YouTube’s ‘Bowiechick’ and the spiders from marketing, marketing news.zdnet.com/2100-9595_22-6057697.html, ZDNet, [accessed 27 May 2008] Sifry, D. (April 17, 2006) State of the Blogosphere, April 2006 Part 1: On Blogosphere Growth, www.sifry.com/alerts/archives/000432.html, Sifry’s Alerts, [accessed 27 May 2008] 9. viral 9. viral Technorati About Us, technorati.com/about, Technorati, [accessed 27 May 2008] Yen, Y. (March 25 2008) YouTube looks for the money clip, techland.blogs.fortune.cnn.com/2008/03/25/youtube-looks-for-the-money-clip, CNN Money: Fortune, [accessed 2 April 2008] What’s inside: An introduction to viral marketing, and a history of the term followed by key terms and concepts.
    [Show full text]
  • How Does Marketing Become Viral? an Investigation of the Dynamics in Digital Campaigns
    How does marketing become viral? An investigation of the dynamics in digital campaigns Karel Sisovsky Department of informatics IT Management Master thesis 1-year level, 15 credits SPM 2015.12 ! ! ! ! Abstract Viral advertising might be described as a communication in a short period of time related to product or brand, which is spread by consumers. Simultaneously it is becoming an increasingly discussed phenomenon in marketing field, since traditional tools for reaching customers are less efficient. Therefore companies use viral approach to avoid contemporary uncertainty, when customers become more immune towards the influence of advertising. Viral advertising research focuses on viral strategies, psychosocial attitudes towards forwarding content and its diffusion via networks. However, it is relatively unknown how the actual campaign process is designed and unfolds. I conducted a multiple case study, which examines four viral campaigns, to answer the research questions “Which are the design factors for viral campaigns?” and “How are the design components interrelated in viral diffusion process?” In the analysis, I examine viral process in these campaigns through a holistic framework based on existing research streams. Based on a cross case analysis I suggest increased granularity of the involved factors. The thesis identifies new factors in viral diffusion such as consistency and reinforcing cycles. Furthermore, it proposes a framework for studying the process in which viral campaign occurs. Keywords: viral advertising, marketing, digital channels, e- WOM, social media 1. Introduction Viral advertising is an increasingly important phenomenon for organizations striving to spread their message in a digital age. Viral advertising can broadly be described as communication to potential customers through attractive content that is diffused by people in a short period of time (Dobele et al., 2007).
    [Show full text]
  • Influencing & Measuring Word of Mouth on Twitter
    1 TWEETS AS ONLINE WORD OF MOUTH: INFLUENCING & MEASURING EWOM ON TWITTER What Twitter tactics are most successful for spreading a brand’s electronic word of mouth? Master Thesis Paper August, 2011 Author: Danny Oosterveer Student Master of Business Administration - Specialization Marketing Telephone: 06-36174838 Email: [email protected] Website: www.dannyoosterveer.nl Twitter: @DannyOosterveer Principal: Nijmegen School of Management Radboud University Nijmegen Thomas van Aquinostraat 3 6500 HC Nijmegen The Netherlands Primary supervisor: Dr. Ir. N.G. Migchels Secondary supervisor: Dr. M.J.H. van Birgelen Cover: People connected in a network. Some people are more strongly connected than others. The people highlighted in yellow are spreading the word of mouth to the other people within the network. Keywords: WOM, word of mouth, eWOM, electronic word of mouth, viral marketing, buzz marketing, influence, word of mouth marketing, Twitter, microblogging, connected marketing, Web 2.0, retweets, retweet criterion, brand mentions, mentions criterion, brand sentiment analysis, opinion mining, text mining, number of followers, followers indegree, hashtag, communities, customer-relationship management, brand reputation management, customer service management, one to one communication, Radian6, social media, user-generated content, UGC, network theory, dissemination, communication, consumer to consumer, consumer to business, S-D logic of marketing, Tweetfeel Biz, engagement, big seed marketing, collaborative filtering, diffusion, influential, webcare, online brand management, online branding Tweets as online word of mouth: Influencing & measuring eWOM on | August 16, 2011 | Page 1 ABSTRACT During the last decade, the way consumers communicate has significantly changed. This change is facilitated by the World Wide Web as a platform whereby information is no longer produced by a small group of institutions.
    [Show full text]