word of mouth

The Future of Stealth Marketing?

Saw The Joneses over the weekend. This movie has kicked up a bunch of articles about stealth marketing and who's using it. As their tagline says, They're not just living the American dream, they're selling it. From MovieWeb:

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One in Three UK Holidaymakers Write Online Reviews

Guest Post by: Jo Stratmann

According to a recent report in Travel Mole, the travel and tourism industry is facing a social media revolution.

The Social Travel Report, carried out by independent media agency Total Media, has found that almost 70% of consumers surveyed use the internet to book their holidays, compared to 23% by phone and just 8% in-store with travel agents.

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Brand Management and the 10:45 Per Day Generation

The Kaiser Foundation recently released a study documenting the astounding fact that 8-18 year olds in the United States have increased their media use from 8hrs 33 mins per day in 2004 to 10hrs 45 mins in 2009, which means that except for when they sleeping or in school they are almost always consuming media. I call them the 10:45 generation.

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The Matthew Effect – Linking and How Things Become Viral in Social Media

The Matthew Effect dates from the 1960s. It is the theory, first expressed by sociologist Robert K. Merton, that those who possess power and economic or social capital can leverage those resources to gain more power or capital. Put simply: the rich get richer and the poor get poorer. Or as it is expressed in the Gospel of St Matthew, from which the effect takes its name:

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What to Do Once Your Firm’s Social Media Policy Is Written

A couple of weeks ago, we wrote about how to write your firm’s social media policy. How it was important, first and foremost, for firms to have a social media policy. And  that it is best to involve employees throughout the process of developing and implementing it.

For any firm, a social media policy is sensible. Your employees are already all using social media, they are talking to each other on their, they  might say who they work for, they are giving advice to friends and maybe to customers. Having a vibrant and active set of employees online is great for any firm, but a simple set of guidelines helps both the brand and also the employees.

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How Online Retailers Can Benefit from Social Shopping

Online retailers are doing relatively well in the current economic climate. Whilst spending is down across the board, online retailers are doing either significantly less badly than their traditional competitors, or they are actually performing strongly. Both ASOS and Vente-Privee are seeing relatively strong performances in a weak retail market.

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True Lies

A recent Nielsen study revealed that people most trust what their friends say about stuff, and that they trust generic online consumer opinions as much as they do branded communications.

I think this has more to do with the contextual reality of the expectations than it does with any inherent trustworthiness in a particular communications medium (or lack thereof).

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Do You Speak Social? The Rise of Social Web Literacy

It wasn’t the invention of the printing press per se that caused a revolution; it was when everybody learned to read.

This extract from Antony Mayfield’s excellent WOMMA presentation on social web literacy sums up nicely my thoughts on social media tools.

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Word of Mouth (Offline) Works Better than Online Social Media

The argument is more complex than my title suggests but that is the gist of the conclusions from a recent Harris research.

The thing that fascinated me was the results to the question: “"Thinking of that most recent product or service purchase, which of the following methods of gathering information, if any, did you use to identify the choices of product or service you considered for purchase? Please select all that apply."

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Energising Word of Mouth through Social Media

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