Qualman provides many great examples of how people are influenced by their friend's experiences when they are making a decision and how social media expedites that transfer of information. Social Media facilitates the reuse of data.
I was considering putting my daughter in Karate when I happen to check my Facebook account and saw that my neighbor chose the Karate school down the street and was bragging about how great the place was. Guess what school my daughter goes to now? The same as my neighbors. Why research schools if I can learn from a friend?
In Socialnomics Chapter 5: I care more about what my neighbor thinks than what Google thinks, Qualman refers to the fact that search engines are moving to a social commerce model where searches become "referral on steroids." Where we can easily find information about our peers purchase behaviors and their opinion.
TripAdvisor incorporated Facebook Connect into its site. Now we can see hotel reviews from your friends via TripAdvisor's connections on Facebook. (Qualman, p77)
Many online businesses trying o capitalize on Social Commerce. Here is one example:
More:
- Social Media and Social Commerce have not reached its full potential and will continue to evolve
- Social Media can prevent us from making the same mistakes that our friends make: data reuse
- More and more people are willing to share both good and bad experiences online
- Mobile devices helps enable Social Commerce
Thank You for stopping by!
Ana
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
First of all, I love the photo on your blog of the neighborhood stalker. Is that really you? That was hysterical!
ReplyDeleteFor this week’s discussion I also focused on Qualman’s notion of social share and social commerce. I was really intrigued by this chapter because this is something that I experience on a daily basis. I’ve even tapped into my social network for advice on vacation destinations and movies. Qualman (2013) teaches us that people value the opinions and experiences of others, especially those in their social networks. In my experience, people put more trust in like-minded members of their network. For example, if I was conducting a “social search” on my Facebook page looking for a resort in Cancun for my next vacation, I’m more likely to consider the suggestions of people in my social circle who have similar ideals and interests. I'm probably not going to put much consideration into suggestions for my high school instructor and dad's work friend. In addition, life stage can also play an important role in the weight assigned to a referral from a social connection. You had a great example of this in your blog when you took the suggestion of a friend in a similar life stage that has a child in karate. If an adult suggested a location where he/she took karate classes, would you have given it the same consideration? I was wondering if you had any additional thoughts on the levels of connection between social contacts and the role that plays in social search or social commerce. Great job this week!
References
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
Hi Bobbi,
DeleteFirst of all thank you for posting to my blog. I really appreciate it. That was really me :-) but I should've added a disclaimer that I really do not spy on my neighbors. LOL
I also enjoyed reading chapter 5 because we do follow recommendation from friends and family all the time. On a daily basis I see friends asking for recommendations and advice related to many different items. Many of my friend's Facebook status are: can anyone recommend an HVAC guy? , or a stroller, or some restaurant.. etc.. If they were able to find that information easily they would not have to be asking. So I agree with Qualman that social search is the next phase of internet search. (Qualman, 2013, p.72)
You bring up a very good point that we do follow advice from people we trust. I am sure that life stage plays an important role on that decision because we will be going through similar phases of our lives such as having kids of similar age groups but overall it comes down to trust. We follow advice from people like us and from people we trust. In your opinion, what company plays well on the internet word of mouth world arena?
Thank You again!
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
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ReplyDeleteAna,
ReplyDeleteI enjoyed reading your post and your choice regarding perhaps the most essential point in the chapter: the emphasis and power of friend referrals via social media. Tapping into other relational networks via social media allows there to be authenticity in promotion, a quality lacking often in marketing and advertising but desired by consumers. Brands need to be authentic in everything they do (MacMaster, 2013). Without authenticity, consumers actually lose respect from the brand and brand equity is lost. Social media allows for two-way communication and the ability to provide a level of authenticity without trying to overtly "sell" something.
In the ICrossing study Qualman alludes that 75 percent of people indicated they use social media in health to "connect with other consumers to exchange information or obtain support" (Qualman, 2013, pg. 81). This level of authentic connection allows a company or organization the opportunity to reinforce their brand by gaining the respect of their audience and targeting the networks of their followers.
How have you seen companies capitalize on enhancing brand awareness and driving measurable results without being too overt in their tactics? What has worked and what hasn't in your opinion? Great job!
References:
MacMaster, K. M. (2013, August 21). Social Media Didn't Kill Authenticity: It Never Existed. Retrieved February 12, 2014, from Social Media Today website: http://socialmediatoday.com/kimbemac/1681686/social-media-didn-t-kill-authenticity-it-never-existed
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
Hi Isaac,
DeleteThank You so much for following my blog. I appreciate it. I agree with you that companies do benefit from personal relationships. Many of us know someone who work for a company that directly relies on people's relationships to sale products such as Mary Kay, Tastefully Simple, 31 etc.. These companies understand the value of peer pressure and relationships to sale. I do however find some of these companies to be too pushy. But most of them have proven to be very successful.
You posed a great question. One company that came to my mind was the Harley Davidson. They have been very successful at leveraging the sense of community and relationships to continue to sale products. Harley owners do not see their motorcycles as bikes… the product is special and the moment you purchase one you belong to a certain community. Even the company's web site http://www.harley-davidson.com/en_US/Motorcycles/motorcycles.html?locale=en_US&bmLocale=en_US&source_cd=SEM_Retention_Brand&_cr=ppc%7CGoogle%7CInt_Retention_Brand%7C%7Bharley-davidson%7D&version=desktop&gclid=CIyDoJCPyrwCFfNj7AodCCcAxQ includes events, museum and a session for its community.
On the other hand I find that JCPenney is an example of a company that is struggling to capitalize on its brand awareness. The company has changed tactics do many times that consumers are confused about the company persona and identify.
Can you share an example of a company that leverages relationships well to improve sales?
Thank You!
Warm Regards,
Ana
Ana,
ReplyDeleteExcellent use of personal touches with your blog! Not only have you incorporated scholarly information, but you made your blog 'you' which is a great tactic to engage new readers.
You focused on the most essential and key element of social media; in reality, the real reason why people use it. Your introduction addresses the main focus of this chapter, and you captured it very well here: "Most of us care about what others are doing and we look for advice and recommendations from the people we know to improve our own lives." Our social platforms are social networks of friends, interests, hobbies and those we admire/trust. I think I can safely say that most of us do not take recommendations from a robot, but rather from those we know. I can't think of a single time that I relied on a generated review or my "referrals on steroids."
I actually want to marry two scenarios that Scott refers to that parallels Qualmans theory here. Issac and I discussed it in my Week 2 forum regarding university marketing tactics. He references buying habits related to independent research, using her daughters' personal experience with college selection, saying she "researched appropriate schools by searching online and connecting with her friends" (Scott, 2013, pg.15). He also goes on to say that the affects of direct mail marketing to his daughter were efforts that were "completely wasted" (Scott, 2013, p.15), and that she made her decision based on personal references prior to the direct mail campaign.
Other than TripAdvisor [great example of social platforms connecting to showcase personal references], what other companies have you seen strategically take advantage of personal recommendations over Google or other search engines?
Great job, keep it up!
Brianna
References:
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
Scott, D.(2013). The New Rules of Marketing and PR. Hoboken, NJ: Wiley, John & Sons, Incorporated.
Hi Brianna,
DeleteThank You so much for your feedback. That was a good question. Many companies are taking recommendations over google and Facebook to improve sales. Coca-cola is one example. They leverage Facebook relationships to advertise its produces. With a big brand name behind it and a well-designed storefront to generate trust, Coke has found a global market place for its merchandise products, extending its product line outside of beverages in a serious way. ("Top10 uses of social commerce | Marketing magazine", n.d., p. 2)
Another example is Bazaarvoice. a global social shopping agency, that offers a platform that integrates ratings, reviews and queries into ecommerce sites. Providing reviews on site has proven successful in giving shoppers the confidence of having a third party recommend the product, and also provides the brand with an opportunity to engage with users and learn from their feedback. The tool also enables brands to syndicate reviews across channels, mobile and social. For example, reviews posted on Saba.com could be shared on Saba product pages on Myer’s website also. ("Top10 uses of social commerce | Marketing magazine", n.d., p. 2)
In your opinion, what company leverages relationships well over social media?
Thank You again!
Warm Regards,
Ana
Top10 uses of social commerce | Marketing magazine. (n.d.). Retrieved February 2, 2013, from http://www.marketingmag.com.au/news/top10-uses-of-social-commerce-16555/#.Uv1G5aXelzo
Ana,
ReplyDeleteI am so glad you used Coca-Cola as an example. This conglomerate is heavily present on social media sites. One reason I love them as a company to use for case studies is not only because of their reputation as a long standing brand, but because of their massive product line. Not only do they have Coca-Cola, but think of the amounts of products they offer to consumers!
Here is a direct link to Coca-Cola's website, highlighting all their product line: http://www.coca-colacompany.com/brands/the-coca-cola-company/
One reason I love the design of this page is because it seamlessly integrates all of their social medias sites into the site for an ease of use to consumers. Within one click, the users are immediately connected to the Coca-Cola social networks, which branch out from the Coca-Cola brand, to social media accounts for each and every product. This branching system allows Coca-Cola to establish their brand, while allowing each product to stand on its own, as the individual target audiences differs from product to product.
Do you think Coca-Cola has been successful in spreading themselves so widely over social media? What, if anything, would you change? Do you think they are allowing themselves to be too transparent in the event of a crisis?
Brianna,
DeleteI do believe Coca-Cola has been successful in using social media to continue to engage with younger generations. When we think of Coca-Cola products we do not think of a company that is 127 years old. I believe that the company's social media presence helps with a younger and up to date image. At the same time the company stays true to its roots by sharing its history with us on its web site.
I agree with you that the company's web site is very good and engaging. I particularly like the Coca-Cola on Social session where we can see the number of users per social media tool. http://www.coca-colacompany.com/our-company/ If I were Coca Cola I'd take advantage of the high number of users to play different games on mobile devices to engage even more with younger generations.
Referece
Our Company - The Coca-Cola Company: The Coca-Cola Company. (n.d.). Retrieved from http://www.coca-colacompany.com/our-company/
Hi Ana,
ReplyDeleteI would first like to say that I loved your post and this chapter in the reading because they touched on such a vital aspect of what social networking can do and has evolved into. In the first part of the chapter Qualman says something that really resonated with me on this topic which is: “what is new is that social media makes it so much easier to disseminate information.” (Qualman, 2013) This stayed with me because as he goes on to say, we all love to talk, share, discover and rediscover--some might say its human nature.
Isaac also touched on an important aspect of what social referrals can do, which is to give a brand’s promotions authenticity simply by allowing social network users to “discover” and share the product/concept and their thoughts on it to their circle. Not only does this allow for a natural promotion to occur, it gives an organization a way to track what works and what doesn't--what movies people like and which they don't.
The saying that “we are all connected” has never been more relevant than now. With all the specialized groups and networks, we are able to virtually connect and share with others that share our passions. I know that I look to groups I have ‘liked’ or follow in order to get anything from recipe ideas and inspiration for writing to motivation to head to the gym. That being said it is important for these groups or companies to keep up with their traffic because what is “just as important as listening to the customer is acting on the information received… this entails all parts of the organization to working more in harmony...the speed of social media demands it.” (Qualman, 2013)
I have recently started following Malibu Rum on instagram because my roommate made me a cocktail one night using their delicious recipes. She told me to follow them for recipes and I have since tried a few of their cocktails and loved them. I do not normally drink Malibu but after trying a couple recipes I am hooked because not only are they great tasting but they bring back the sun when we are drowning in 2 feet of snow! So in the spirit of this conversation, check it out, and maybe brighten up your snow day!
Have you found a product or service that you have been referred to via social networks and bought into?
References:
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business (2nd ed.). Hoboken, NJ: John Wiley & Sons, Inc.
Rhiana,
ReplyDeleteI have to make a confession! I was on Facebook one day and the Marist IMC program advertisement appeared on the right hand side of my news feed. Needless to say, where am I at right now?!
Not only do personal recommendations have an effect, but I am a prime example of how the algorithmic data on Facebook coupled with paid advertisements actually worked just as well.
Anyone else have any similar experiences?
Hi Rhiana, Hi Brianna,
ReplyDeleteI love your examples of how you were influenced by social media while making a selection. Rhiana, in your case with Malibu Rum and Brianna with choosing Marist. Those are great examples and it is interesting to see how different they are. That goes to show us the level of influence social media has in our lives by exposing us to information we would not have.
I too have gone to restaurants because someone I know posted to Facebook that the place was great and just like you Rhianna, I also learned how to make a drink using the Samoa girl scout cookies.
Brianna, my similar experience with with yours was with weight watchers. I saw a similar the ad one my Facebook page and that reminded me I should look into it.
Thank You so much for your post.
I hope you have a great weekend.
Ana