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Secrets of Social Media Revealed 50 Years Ago - David Aaker - The Conversation - Harvard Business Review
http://blogs.hbr.org/cs/2011/06/secrets_of_social_media_reveal.htmlLooking at the social media role in brand building, I suspect that these same four motivations explain why some brands have been successful in using social media. It suggests that, in the absence of exceptionally entertaining communication, in order to employ social media effectively a brand needs to deliver extraordinary functional, self-expressive, or social benefits. That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. It is unlikely to happen when the brand represents a me-too offering in an established category or subcategory. So it comes back to creating and leveraging innovation and differentiation.
Tags: marketing, social, via:packrati.us, communication, socialmedia, history, articles, business, media, authority Saved by: admin
The 2-Minute Opportunity Checklist for Entrepreneurs - The Conversation - Harvard Business Review
Worth a look for aspiring #startups: "The 2-Minute Opportunity #Checklist for #Entrepreneurs" @HarvardBiz http://bit.ly/cZSe46
http://blogs.hbr.org/cs/2010/03/the_2minute_opportunity_checkl.html
Tags: entrepreneurship, checklist, business, entrepreneur, startup, advice, harvard, entrepreneurs, questions, startups Saved by: admin
Worth a look for aspiring #startups: "The 2-Minute Opportunity #Checklist for #Entrepreneurs" @HarvardBiz http://bit.ly/cZSe46
http://blogs.hbr.org/cs/2010/03/the_2minute_opportunity_checkl.html
Tags: entrepreneurship, checklist, business, entrepreneur, startup, advice, harvard, entrepreneurs, questions, startups Saved by: admin
Twitter, SXSW, and Building a 21st Century Business - Umair Haque - Harvard Business Review
So, how was your week? Mine's been interesting. In case you haven't heard, I interviewed Twitter CEO Evan Williams at the keynote at this year's South By Southwest (SXSW) Interactive Conference on Monday in Austin, Texas
http://blogs.hbr.org/haque/2010/03/twitter_sxsw_and_building_a_21.html
Tags: twitter, sxsw, business, socialmedia, ethics, sxswi, toread, via:packrati.us, business-models, comm404 Saved by: admin
So, how was your week? Mine's been interesting. In case you haven't heard, I interviewed Twitter CEO Evan Williams at the keynote at this year's South By Southwest (SXSW) Interactive Conference on Monday in Austin, Texas
http://blogs.hbr.org/haque/2010/03/twitter_sxsw_and_building_a_21.html
Tags: twitter, sxsw, business, socialmedia, ethics, sxswi, toread, via:packrati.us, business-models, comm404 Saved by: admin
The Social Media Bubble - Umair Haque - Harvard Business Review
Let's summarize. On the demand side, relationship inflation creates beauty contest effects, where, just as every judge votes for the contestant they think the others will like the best, people transmit what they think others want. On the supply side, relationship inflation creates popularity contest effects, where people (and artists) strive for immediate, visceral attention-grabs — instead of making awesome stuff. The social isn't about beauty contests and popularity contests. They're a distortion, a caricature of the real thing. It's about trust, connection, and community. That's what there's too little of in today's mediascape, despite all the hoopla surrounding social tools. The promise of the Internet wasn't merely to inflate relationships, without adding depth, resonance, and meaning. It was to fundamentally rewire people, communities, civil society, business, and the state — through thicker, stronger, more meaningful relationships. That's where the future of media lies.
http://blogs.hbr.org/haque/2010/03/the_social_media_bubble.html
Tags: socialmedia, networks, relationships, umairhaque, media, social, hbr, article, harvard, mba Saved by: admin
Let's summarize. On the demand side, relationship inflation creates beauty contest effects, where, just as every judge votes for the contestant they think the others will like the best, people transmit what they think others want. On the supply side, relationship inflation creates popularity contest effects, where people (and artists) strive for immediate, visceral attention-grabs — instead of making awesome stuff. The social isn't about beauty contests and popularity contests. They're a distortion, a caricature of the real thing. It's about trust, connection, and community. That's what there's too little of in today's mediascape, despite all the hoopla surrounding social tools. The promise of the Internet wasn't merely to inflate relationships, without adding depth, resonance, and meaning. It was to fundamentally rewire people, communities, civil society, business, and the state — through thicker, stronger, more meaningful relationships. That's where the future of media lies.
http://blogs.hbr.org/haque/2010/03/the_social_media_bubble.html
Tags: socialmedia, networks, relationships, umairhaque, media, social, hbr, article, harvard, mba Saved by: admin
From Social Media to Social Strategy - Umair Haque - Harvard Business Review
Our research suggests that 95% of organizations are unable to offer socially useful stuff that creates meaningful value for people, communities, and tomorrow's generations. Yet, most "social media" strategies have one or more of three goals: to "push product," "build buzz," or "engage consumers." None of these lives up to the Internet's promise of meaning. They're just slightly cleverer ways to sell more of the same old junk. But the great challenge of the 21st century is making stuff radically better in the first place — stuff that creates what I've been calling thicker value.
http://blogs.hbr.org/haque/2010/04/from_social_media_to_social_strategy.html
Tags: strategy, socialmedia, social, business, media, participation, umairhaque, change, harvard, via:packrati.us Saved by: admin
Our research suggests that 95% of organizations are unable to offer socially useful stuff that creates meaningful value for people, communities, and tomorrow's generations. Yet, most "social media" strategies have one or more of three goals: to "push product," "build buzz," or "engage consumers." None of these lives up to the Internet's promise of meaning. They're just slightly cleverer ways to sell more of the same old junk. But the great challenge of the 21st century is making stuff radically better in the first place — stuff that creates what I've been calling thicker value.
http://blogs.hbr.org/haque/2010/04/from_social_media_to_social_strategy.html
Tags: strategy, socialmedia, social, business, media, participation, umairhaque, change, harvard, via:packrati.us Saved by: admin
Why Social Sharing Is Bigger than Facebook and Twitter - The Conversation - Harvard Business Review
"Social sharing is a major behavioral shift, the most important so far of the 21st century. And the information we choose to share with friends, co-workers and even strangers, is re-defining the idea of what's private and public before our very eyes."
http://blogs.hbr.org/cs/2010/04/why_social_sharing_is_bigger_than_facebook.html
Tags: socialmedia, twitter, business, communication, social, facebook, sharing, harvard, via:packrati.us, media Saved by: admin
"Social sharing is a major behavioral shift, the most important so far of the 21st century. And the information we choose to share with friends, co-workers and even strangers, is re-defining the idea of what's private and public before our very eyes."
http://blogs.hbr.org/cs/2010/04/why_social_sharing_is_bigger_than_facebook.html
Tags: socialmedia, twitter, business, communication, social, facebook, sharing, harvard, via:packrati.us, media Saved by: admin