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Love this chart and accompanying post:
“So they’re using social media to engage. And they’re talking about brands. They just don’t want to have those conversations with the brand itself.”
(from Edward Boches)
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People are always asking (in this industry) what the secret is to getting people to pass along what they make. Other than, “Make something good,” I don’t think there’s a magic formula, but this report from NYT makes a go at who shares and why. Summarized nicely on Poynter as well.
“The world has experienced an explosion of openness. From individual artists opening their creations for input from others, to governments requiring publicly funded works be available to the public, both the spirit and practice of sharing is gaining momentum and producing results.”
Above from the introduction to “The Power of Open”, a book collecting some of the results of the Creative Commons license. Of course, the book is free to download. (via Boing Boing)
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As a complement to Seth Godin’s ‘Why I Spread Your Idea’, The Social Times identifies 7 specific factors that motivate people to share content with their social networks:
— Laughter (or, according to Godin, ‘because it’s funny and laughing alone is no fun’)
— Inspiration (comparable to Godin’s ‘I spread your idea because I’m in awe of your art and the only way I can repay you is to share that art with others)
— Cuteness (not sure Godin said anything related to ‘cute’)
— Originality (’because your idea says something that I have trouble saying directly’)
— Shock (’because it’s fun to make another teen snicker about prurient stuff we’re not supposed to see’)
— Surprise (’because I feel smart alerting others to what I discovered)
— Nostalgia (Godin doesn’t pose a reason that directly speaks to nostalgia for a shared experience, so we’ll take the liberty of saying ‘I spread your idea because it reminds me that we’re connected – we shared an experience in the past)
A handy and enjoyably animated look at macro trends for 2011. Other marketing/creative people, repress the gut reaction of, “Pfft, I knew all that already”, because chances are even if we do, we aren’t acting on most of this yet. Let’s catch up to the present before we start demanding better predictions about the future. (via JWT)
We use the ‘1-9-90’ rule (as in, percentages) a lot to draw a general picture of people who make stuff, people who share and talk about stuff, and mostly just consume stuff on the web. This project from Forrester does a better job of outlining different behaviors and will definitely come in handy.
Though much of it is surely unwatchable garbage, the sheer amount is staggering. (via Youtube blog)
The Mesh is the new way of doing business.
Mesh businesses leverage data and social networks to enable people to share goods and services efficiently and conveniently—to gain superior access to what they need without the burdens or expense of ownership. There are already thousands of these businesses—in transportation, fashion, food, real estate, travel, finance, entertainment and many other categories—with more starting every day.The Mesh has emerged as the best new creative engine for getting more of what we want, exactly when we want it, at less cost to ourselves and the planet.
Uniqlo UK is running a promotion where users tweet about items they’re interested in, and the more tweets about an item, the greater the eventual discount for those who purchase. A smart, simple way for both buyers and sellers to get something out of the ubiquitous ‘share this with your friends!’ prompt. (via PSFK)