2011 Quinnipiac University Interactive Communications ICM522de: Social Media Jan Bush
[MOTIVATING CHANGE THROUGH SOCIAL MEDIA: WORD-OF-MOUTH]
Social media changed the rules of life and especially the rules on how we market brands to current and potential customers. Whether it’s business to consumer, business to business, or peer to peer -- social media changed how we interact. We have become a participatory culture with greater influence. This article takes a look at motivating people to spread content through online communities by word-of-mouth marketing.
Motivating Change through Social Media: Word-of-Mouth
Chapter 0: Word-of-Mouth Marketing1 Introduction Today we network together around the globe with friends, family, and even strangers who many eventually become our friends. We recommend products and services by becoming “fans” of the brand letting our network know who we are by what we like. Many people have joined this consumer revolution by producing their own content – blogging, tweets, slide shows, videos and more. Some produce parodies, others provide original content on topics of interest, some report the news, some overthrow governments, and a few hack into systems. Media is now in the hands of the consumer. According to media scholar Professor Henry Jenkins2, a convergence of old and new media also contributes to the paradigm shift in the way we do business. Today social media with its interwoven conversations, engaged consumers, and fan-based followers steadily topples the industrial age model of top-down conversations through mass communications. There are no boundaries to this shift -- academia, industry, non-profits, and governments are all changing their communication processes in order to survive and be “liked.” Another paradigm shift brought about by social media includes consumer memberships in online communities. These communities allow consumers to participate in a networked culture of people with similar interests. I grew up in the print world and have worked in the marketing and public relations industry for over 30 years. I can attest to the adage that the best form of advertising is word-of-mouth advertising. Today – and tomorrow – these online “knowledge” communities serve as the producers of word-of-mouth marketing for the 21st Century through their referrals, recommendations, and “likes.”
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Motivating Change through Social Media: Word-of-Mouth Defining Stickiness and Spreadability In Part Two of Dr. Jenkins blog series, If It Doesn’t Spread, It’s Dead, he compares two concepts – stickiness and spreadability. In it, he describes the online, word-ofmouth marketing process of today. He concludes that word-of-mouth “spreadability” is what every marketer and internet blogger wants to achieve. The following chart captures Jenkins’ comparisons. Stickiness Attract and hold Concentrate attention to site Unified experience Pre-structured interactivity Tracks migrations Markets to consumers Outgrowth of TV push and WEB pull Distinct and separate roles: producer, marketers, consumers Finite number of channels to communicate
Spreadability Motivate and facilitate Expand and disperse Diversified experience Open-ended participation; engagement retrofitted Maps the follow-through to social networks Grassroots advocate Push model that relies on consumers to circulate Increased collaboration and blurring of roles Infinite number of channels
Table 1: Henry Jenkins' comparison
Jenkins showcased Amazon as providing an example of both concepts. Amazon.com shopping site is set up to be “sticky” focusing on a two way conversation – here’s the product, please buy. In sync with their retail site, Amazon Associates program provides a case study on economic spreadability – people and organizations can earn money with their easy-to-use referral program. I personally have purchased books through recommendations off of web sites like my friend Shari’s site. Shari earns enough for a free book every couple of months. In his “then and now” comparison of consumers, Jenkins states that “then” people consumed; “now” people recommend. Before people “bought” and now they buy into a concept or brand. This consumer comparison further emphasizes the importance of online communities in marketing today.
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Motivating Change through Social Media: Word-of-Mouth Online Communities Users form Online Communities form to fulfill their needs. Communities possess various reasons for existence such as providing users with:
Social connections Professional development Self-help advice Cultural exchanges Creative repositories Topical discussions Data research findings Interest groups Current events Product acquisitions
Most consumers belong to multiple communities to meet different needs. I follow multiple sites and I have multiple accounts. I established these accounts on varying interests3 I share with others. In a June 2011 Pew Internet study, Social networking sites and our lives, Pew researchers found that social network usage has doubled since 2008 with 92 percent of those users on Facebook, 29 percent on MySpace, 18 percent on LinkedIn, and 13 percent on Twitter. Facebook’s membership alone reached 750 million worldwide in July 2011. Facebook and Twitter rank highest in daily usage with 52 percent of Facebook members and 33 percent of Twitter fans visiting daily. On any given day, Facebook users:
15% 22% 20% 26% 10%
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Update their status Comment on another’s post or status Comment on another’s photos Like another’s content Send a private message
NielsenWire estimated close to 160 million unique people used Facebook in July of 2011. That equates to 41 million people “liking” another Facebook user’s content on any given day. The same Nielsen report lists the top U.S. Web brands:
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Motivating Change through Social Media: Word-of-Mouth Rank 1 2 3 4 5 6 7 8 9 10
Brand Google Facebook Yahoo! MSN/WindowsLive/Bing YouTube Microsoft AOL Media Network Wikipedia Apple Amazon
Audience (000) 172,533 158,913 148,590 131,061 125,978 94,680 90,181 74,655 71,153 70,388
Table 2: NielsenWire July 2011 Top US Web Brands
Other research reports on NielsenWire confirm worldwide usage – 86 percent of Brazil’s internet users visit social network sites regularly and two-thirds of Italy’s internet population converse on Facebook. The strength of online communities and their word-of-mouth “advertising” grows daily. As more of our youth come of age and more people carry their computers with them wherever they go in their smart phones and tablets -- this mobile segment of the population explodes in importance. "Communities are not created; they are courted." Henry Jenkins Online communities reach around the globe and already have established audiences. Courting existing communities to your brand makes economic sense as these consumers will bring active networks of established relationships. The “how to” of it all begins with identifying the audiences that will most likely use your product or service to satisfy their needs and then develop a strategy to engage them into your brand.
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Motivating Change through Social Media: Word-of-Mouth Motivating Factors
There is a fundamental need for people to belong to groups with a common purpose; that is why they listen to other members of their online communities. Once you identified these online communities where your current and future “consumer loyalists” are active, the courtship begins with careful planning.
Consumers trust the site Be transparent about who you are and what you want. When it comes to websites, most of the trust is based on user experience. Keep your design clean and professional. Make it easy to navigate and find the information desired. Use common words and phrases so everyone can understand. Follow the established norms of where viewers have been trained to find things like search boxes and shopping carts. Always speak the truth. Follow the KISS principle – Keep It Simple, Stupid. Trust remains a critical value to online success. In my September 2011 issue of Better Homes and Gardens on page 234, I noticed a small article on health websites, four reasons to click elsewhere. Number one and four are relevant to any website – no “about us” page and no date. When I am not privy to who produces the site, I usually move on to another, more reputable site. My reasoning is that if the site will not trust me then why should I trust them? I don’t. As to the date, I can only assume that it is old information and the site owners do not want to admit they do not post regularly if the date is missing. People like to do business with people. Develop an identity by including pictures of staff at work and at play on the “About Us” page to help align the brand with people. Be sure to focus on faces looking into the camera. Faces are powerful images to our brains. Have people pose for the camera. People like to help people. Post some success stories in product development or staff achievements. When supporting community service venue or organization, include photos and captions with a link to the organization’s site. Testimonials and features of customers also add a human touch to the site. Let people know how to contact to you. Make it easy. Also let them know how to find you on other social media sites.
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Motivating Change through Social Media: Word-of-Mouth Consumers’ Basic Needs are Solved Satisfy consumer needs with your brand or recommend brands that can. A mantra in advertising handed down through the ages has often been referred to as the “radio station we all listen to” – WIFM; What’s in it For Me? Customers need to know the WIFM melody you play for them. Identify their basic needs that your brand addresses for each marketing segment. Online community members also use a specific social media platform to solve some basic need for them – earn money, share expertise, keep in touch with family and friends, or publish articles, videos, or photos. Be sure to understand these relationships between consumers and each social media platform in order to enhance their experiences in their community with your brand. Chevy Cruze adapted a marketing campaign across many of the social media platforms while at the same time, incorporating traditional avenues of media advertising. I wrote about Chevy’s campaign in an earlier blog, Chevy Cruze New Media Campaign, where you can read about Chevy’s creative and fully saturated approach to interactive media. The campaign continues as reported in this August 14, 2011 article in The Washington Post, Alexandria firm test drives guerrilla marketing campaign for Chevy dealers. In the article the responsible marketing firm’s president Brad Nierenberg’s quote reflects the perfect example of enhancing user experiences with their existing, online communities. “Social media is all about ‘look at me, I’m traveling,’ ‘look at me, I got engaged,’” he added, “Now it can be ‘look at me, I got this new car.’” Being where your customers are helps you solve their needs at the time when they want them solved. In a report released on August 31, 2011 from England’s Office for National Statistics, 45 percent of internet users in the United Kingdom used their phone to connect to the net with 6 million of them accessing the internet from their mobile phones for the first time in the last year. The world is going mobile. For the first time in the United States, a brand is bundling its content with a tablet computer distribution plan. The Philadelphia Inquirer and Daily Newspapers plan to sell 2,000 Android tablets along with a digital newspaper subscription. Other media publishers will be sure to follow. American Airlines will deploy 6,000 Samsung Galaxy Tabs as in-flight entertainment devices and their pilots will be using iPads as flight manuals and navigation charts. (lai, 2011) Meeting customer needs on their mobile devices becomes more critical every year.
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Motivating Change through Social Media: Word-of-Mouth Consumers receive a gift in free services or products Offer something of great value to your customers. I grew up in the market economy where goods are traded for money, people are not necessarily connected, and profit motivates the transaction. In 2008, Wired Magazine touted the “free economy.” After reading that issue, I began to notice free offerings penetrating more and more into everyday life. Much of the internet brand sites offer basic services for free – you pay for the extras like no commercials, unlimited downloads, and additional information. This free economy appears to be moving into a gift economy4. We are now “gifting” to people with no strings attached in the hopes that people will want more. According to Professor Henry Jenkins, in the gift economy:
Goods are bestowed with meaning People are connected Social cohesion drives the transaction
With the gift economy, many people give of their time and talents contributing to internet sites like Wikipedia, modifying games for Xbox 360, blogging, and developing applications for smart phones including the iPhone. The new term for this is “crowdsourcing.” Consumers now provide the majority of the web content for free. Much of the reward comes from prestige and recognition. In addition, many brands, and even individuals, provide “gifts” to their audience base. These may include free reports, software kits to customize the brand’s product, web pages for personalized content, and space to archive your efforts for your network to find on sites like YouTube, Vimeo and many more. The ideal gift is a product or service that your customers need and one that satisfies that need. It must be complete by not requiring any more action, including purchases, to be satisfying for the consumer. The goal is for the gift to encourage more action by the consumer even if it is just checking for updates or contributions from others. The best gifts often offer very good reasons to join the online community and invite friends to join like Pinterest’s virtual collections.
Consumers Join in the Process and become “Owners” Create opportunities where fans can contribute to and help promote your brand. Wikinomics became popular with the 2007 bestselling book written by Don Tapscott and Anthony D. Williams, Wikinomics. How Mass Collaboration Changes Everything. Wikinomics call for brands to offer open collaborations on everything from research and development, to design approaches, to producing video advertisements. Anyone with a computer and network connection can join and contribute to these open source communities. 5 Technology may be the enabler, but the human connection is the key to success.
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Motivating Change through Social Media: Word-of-Mouth Even the U.S. Government experiments with crowdsourcing. The Air Force Research Laboratory, used this method in March of 2011 for an open challenge to stop uncooperative vehicles without destroying the car or anyone inside. A retired mechanical engineer from Lima, Peru, received the $25,000 award money for his solution. Over a thousand people participated with 119 people submitting solutions. InnoCentive, a pioneer in open innovation and crowdsourcing, supplied the structure for the Air Force Research Lab’s challenge. Since their formation in 2001, InnoCentive awarded 866 awards and close to 9million dollars. They manage over a quarter of a million “solvers” in nearly 200 countries. InnoCentive’s website provides insight into why people solve problems in open invitations. They list:
Make a positive impact Utilize your latent knowledge and creativity Exercise your brain Push yourself Promote yourself Earn awards
Fan contributions can be much simpler. You can support contests where people send in pictures or produce videos. It helps fans when the rules for online collaboration are clear and concise plus easy to find. Glamour Magazine has honored the top 10 College Women almost since their beginning. Winners are featured in both their print and online versions. Many musicians achieve fame on YouTube and MySpace with the help of others by making their content easy to spread. Rebecca Black’s Friday video catapulted off the YouTube charts only later to be removed by the singer. The catchy tune and simple lyrics made it a prime target for parodies. These parodies have achieved millions of hits. Black’s song and lyrics remain with over 9 million views alone. Teen Choice Awards this year featured a new award for “Best Web Breakout Star.” Black took home the board. A folk-pop group out of London, Lulu and the Lampshades, accompanied their rendition of You’re Gonna Miss me, with the rhythm from big plastic cups. The cups challenged others to replicate it. Lulu and the Lampshades recorded a home version by popular requests from their live audiences. I was introduced to the song by a spinoff singer who has over a million views.
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Motivating Change through Social Media: Word-of-Mouth Consumers can easily give their opinions Ask your audience what they think; have them rate things. Social media developers learned long ago that word-of-mouth advertising is easy when you ask people to push a button to “like” the product, posting, or video. The like button success developed the “share” button which made sharing easy. Ensure the social media buttons for liking and sharing are readily available to your visitors. Peer validation influences decisions. Providing opportunities for consumers to comment can be valuable. Remember to validate their efforts in a timely manner. Monitored forums are excellent if you have the resources to make it interesting.
Consumers are part of the team Develop and maintain a communications plan that is personalized. Develop the infrastructure to sustain a communications plan with your customers. Consumers want personalization. Communicating by email provides the most effective means to reach a lot of people in a short period of time. That being said, too much email is too much. Our thought process tells us less is more. We place more value when something is scarce – we pay more for one-of-a-kind designer couch than the one mass produced for the large department stores. Many large brands treat email as a numbers game and work hard to entice you through the subject line. Lately I find most of these lead with price through “saving” offers throwing in “limited time” frames. Many are blanketed with no care to where my preferences lie. Know your audience so you communicate the right messages to them. My friend Karen bought a high-end bicycle and almost immediately started receiving advertisements on Facebook that compliment her bike purchase. I received email messages from Victoria’s Secret on September 4, 6 and 9 complementing their direct mail piece of free product and discount cards. I frequent the store with my daughter. I forwarded the emails to my daughter and mailed her the free product cards. If your site has a membership requirement, be sure to greet new members and coach them on how to use your site. Give examples and encourage them to take a tour. Be available to them. For that matter, be available to all your members.
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Motivating Change through Social Media: Word-of-Mouth Conclusion Internet spreadability has become the 21st century way to promote your brand by word-of-mouth marketing. Developing relationships with customers over the net requires attention to detail. Like a brick and mortar site, the desire to return to your website depends on user experience. For consumers to refer and recommend your site, you will have to satisfy their needs. In addition to a quality product, service, or content satisfaction – now you:
Operate around the world since that is your reach Provide 24/7 accessibility ensuring everything works -- links, forms, etc. Offer professional and interesting web pages that are graphically pleasing on an oversized desktop monitor clear down to the small screen of a Blackberry phone – and everything in between Adapt and collaborate with other social media brands Maintain integrity on the various platforms Set up your website to be interactive with visitors
People like to share information and content with others; courting existing networks can help your content spread faster. Gifting something of value also encourages the spreading of content. Gifting implies friendship or at least an established relationship. When customers contribute, they confirm their “buy in” of your site to their network of friends and family. Create as many opportunities that you can for customers to contribute from the simple action of linking to the more complex of contributing original content. Validate your visitors by asking for their opinion. Make it easy by having the like and share buttons readily available. Build trust. Communicate with your customers; help them feel a part of the team. Make each contact relevant and as personal as possible. Be sure to invite them to join you on your other social media sites and sites you favor. One of the best ways to learn how to make your website spreadable is to study other like sites and brands. This advice has always been in my marketing play book. Plus if you do not have a lot of money for research, study a brand that does and conduct as much research on them as you can. The media industry is changing daily due to technology advancements and creative people. It will be interesting to discover what the next six months will bring. Jan Bush 10 Sep 2011 original paper 22 Jan 2012 updated format with slight edits
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Motivating Change through Social Media: Word-of-Mouth Helpful Sites Academia.edu: http://www.academia.edu/ Research papers by academics around the world Chief Marketing Officer Council blogs: http://www.cmocouncil.org/blogs.php Social CMO blog on the state of social media CiteSeer: http://citeseerx.ist.psu.edu/ Scientific Literature Digital Library and Search Engine Sponsored by National Science Foundation (NSF) eLab @ Vanderbilt University: http://elab.vanderbilt.edu/ Research human behavior in an online environment International Journal of Communications: http://ijoc.org/ojs/index.php/ijoc Online, multimedia, peer reviewed journals focusing on communications Nielsen Research: httP://www.nielsen.com Ratings and reports for television, radio, print and online media Pew Research Center: http://pewresearch.org/ Great site for data mining Rand Corporation: http://www.rand.org/pubs/research_briefs.html Summaries on peer reviewed research topics primarily on policy Social Science Research Network: http://www.ssrn.com/ Network of academic papers and conference presentations from around the world; many costs to download (find here; look elsewhere) Yahoo Research: http://research.yahoo.com User and internet research data
Vocabulary eWOM: electronic word-of-mouth marketing Gift Economy: offering products and services for free as a “gift� to build a relationship ICT: information and communications technology NGO: nongovernmental organization OWOM: online word-of-mouth marketing SNS: Social Network Sites Wikinomics: open collaborations on everything from research and development, to design approaches, to producing video advertisements. Zeitgeist: The spirit of the times
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Motivating Change through Social Media: Word-of-Mouth Links Sites with complicated links and in order of appearance: Henry Jenkins: http://www.henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p.html Amazon Associates Program: https://affiliate-program.amazon.com/ PEW Internet Study: http://www.pewinternet.org/Reports/2011/Technology-and-socialnetworks/Summary.aspx Chevy Cruze New Media Campaign: http://stemstrong.wordpress.com/2011/03/09/chevy-cruze-new-media/ The Washington Post Chevy Cruze article: http://www.washingtonpost.com/business/capitalbusiness/alexandria-firm-test-drivesguerrilla-marketing-campaign-for-chevy-dealers/2011/08/10/gIQAWuCXFJ_story.html NielsenWire: http://blog.nielsen.com/nielsenwire/category/online_mobile/ England’s Office for National Statistics: http://www.ons.gov.uk/ons/rel/rdit2/internetaccess---households-and-individuals/2011/stb-internet-access-2011.html Forbes article on mobile internet: http://www.forbes.com/sites/sap/2011/09/06/chartenterprises-that-are-deploying-android-smartphones-tablets/ My Friend Shari’s blog: http://nmcreatrix.blogspot.com/ Wired articles Free economy: http://www.wired.com/techbiz/it/magazine/16-03/ff_free Crowdsourcing: http://www.wired.com/wired/archive/14.06/crowds.html Air Force Research Laboratory crowdsourcing: http://www.whitehouse.gov/blog/2011/09/01/competition-provides-solution-stoppinguncooperative-vehicles Quinnipiac University Master of Science in Interactive Media (new name change): http://www.quinnipiac.edu/qu-online/academics/degree-programs/ms-in-interactivecommunications
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Motivating Change through Social Media: Word-of-Mouth Notes 1
To keep this in logical context, please note that I originally wrote this research paper in the fall of 2011 prior to chapters 1 and 2; it was the first of three interrelated topics on motivating change through social media. This January 2012 version reformats the paper to the later chapters and, as always, contains new edits. 2
Professor Alex Halavais introduced me to Professor Henry Jenkins in this class and Jenkins has since influenced me by his theories – as has Prof Halavais and the other instructor in this Interactive Media Master’s program at Quinnipiac University. 3
I established imentor4success to share my thoughts about life, family and career with my children. At work we identified a need for internet native researchers in Department of Defense research facilities. I used STEMstrong to educate me about science, technology, engineering, and math champions and their STEM efforts. Both sites I used for posting assignments in my graduate school studies. NOTE: As of this January 2012 updated posting to Chapter 0, I have changed jobs and plan to make STEMstrong website a more collaborative environment. 4
The link will not work to the direct article. Go to search and type in “gift economy.”
5
I am crowdsourcing by reformatting this paper like the two papers on Motivating Change through Social Media I wrote after this one on word-of-mouth marketing. I am doing this rewrite in order to post this on Academia.edu.
Bibliography Anderson, C. (2008, 2 25). Free! Why $0.00 Is the Future of Business. Retrieved from Wired Magazine: http://www.wired.com/techbiz/it/magazine/1603/ff_free Bloom, P., Hoeffler, S., Keller, K., & Basurto-Meza, C. (2006, Winter). MIT Sloan Management Review: How Social-Cause Marketing Affects Consumer Perceptions. Retrieved from eLab @ Vanderbilt University: http://elab.vanderbilt.edu/research/papers/How%20SocialCause%20Marketing%20Affects%20Consumer%20Perceptions%20%5BBloo m,%20Hoeffler,%20Keller,%20Meza%5D.pdf Crowdsourcing. (2011, August 26). Paticipatory Culture. Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Participatory_culture Daniel M. Romero, B. M. (2011, March). Differences in the Mechanics of Information Diffusion. Retrieved from Cornell University: http://www.cs.cornell.edu/home/kleinber/www11-hashtags.pdf Dashun Wang, Z. W.-Y.-L. (2011, March 28). Information Spreading in Context. Retrieved from International World Wide Web Conference: http://www.barabasilab.com/pubs/CCNR-ALB_Publications/20110210_WWW-Spreading/201102-10_WWW-Spreading.pdf
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Motivating Change through Social Media: Word-of-Mouth Doyle, K. (2011, June 20). Navigation Arts. Retrieved July 15, 2011, from Designing Interactions for Tablet Apps: http://blog.navigationarts.com/designing-interactions-for-tablet-apps/ Filimonov, Y. (2007, 5 9). Build trust: the most important online value. Retrieved from Improve the Web: http://improvetheweb.com/trust-as-the-mostimportant-online-value Freeland, C. (2011, 8 18). Remaking Government in a Wiki Age. Retrieved from The New York Times: http://www.nytimes.com/2011/08/19/us/19ihtletter19.html?_r=3&pagewanted=all Hampton, K., Goulet, L., Rainie, L., & Purcell, K. (2011, June 16). Social networking sites and our lives. Retrieved from Pew Internet: http://www.pewinternet.org/Reports/2011/~/media/Files/Reports/2011/PIP %20-%20Social%20networking%20sites%20and%20our%20lives.pdf Huffington, A. (2011, April 6). Companies and Causes: Social Media Jumpstart a Marketing Revolution. Retrieved from Huffington Post: http://www.huffingtonpost.com/arianna-huffington/companies-and-causessoci_b_845657.html Jenkins, H. (2009, 2 11). If it doesn't spread, it's dead. Retrieved from Confessions of an Aca-Fan: http://henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p.html Keith Straub, Cathy Gaddy, and Susan Weinschenk. (2011). Multiple. Retrieved from Human Factors International: http://www.humanfactors.com/home/usability.asp Krug, S. (2006). Don't Make Me Think. Berkeley: New Riders. lai, E. (2011, 9 6). Chart: Enterprises that are Deploying Android Smartphones and Tablets. Retrieved from Forbes: http://www.forbes.com/sites/sap/2011/09/06/chart-enterprises-that-aredeploying-android-smartphones-tablets/ McCracken, G. (2005, 11 10). “Consumers” or “multipliers” A new language for marketing? Retrieved from Grant McCracken: http://cultureby.com/2005/11/consumers_or_mu.html Mod, C. (2011, January 11). A Simpler Page No. 321. Retrieved July 15, 2011, from A List Apart: http://www.alistapart.com/articles/a-simpler-page/ Nielsen Research. (2011, September). State of the media: The Social Media Report Q3 2011. Retrieved from Nielson: http://www.nielsen.com/content/dam/corporate/us/en/reportsdownloads/2011-Reports/nielsen-social-media-report.pdf NielsenWire. (2011, 8 31). July 2011 -- Top US Web Brands. Retrieved from NielsenWire: http://blog.nielsen.com/nielsenwire/online_mobile/july-2011top-us-web-brands/ Pat Conroy, A. A. (2009, 11 09). Consumer-centric innovation. Retrieved from Deloitte Consulting: http://www.deloitte.com/assets/DcomMexico/Local%20Assets/Documents/m(esmx)CostumerCentricInnovation09nov09.pdf Pinchot, G. (1995, Summer). The Gift Economy. Retrieved from In Context, A Quarterly of Human Sustainable Culture: http://www.context.org/ICLIB/IC41/PinchotG.htm ICM522de Bush Chapter 0: Word-of-Mouth Marketing
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Motivating Change through Social Media: Word-of-Mouth Rice, A. W. (1998, Dec 17). The consumer is king. Retrieved from cnet News: http://news.cnet.com/The-consumer-is-king/2010-1071_3-281192.html Rinaldi, A. (2009, 5). Science wikinomics. Mass networking through the web creates new forms of scientific collaboration. Retrieved from EMBO Reports: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2680888/ Schafer, M. T. (2011). Bastard Culture! How User Participation Transforms Cultural Production. Retrieved from MediaMatters Amsterdam University Press: http://mtschaefer.net/media/uploads/docs/Schaefer_BastardCulture_2011.pdf Shaomei Wu, J. M. (2011, March). Who says what to whom on Twitter. Retrieved from Yahoo! Research: http://research.yahoo.com/pub/3386 Terra, J. C. (2003). Twelve lessons to develop and sustain online knowledge communities. Retrieved from Providers Edge: http://www.providersedge.com/docs/km_articles/Twelve_Lessons_to_Develo p_and_Sustain_Online_K-Communities.pdf Wroblewski, L. (2010, May 27). Mobile First. Retrieved July 15, 2011, from YouTube: http://www.youtube.com/watch?v=NjE_Or4VIlU&feature=player_embedded
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