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The Connected Consumer and the New Decision-Making Cycle
The interest graph is defined by connections,
but it is brought to life through self-expression.
When we combine brand-centric relationships
and conversations, the interest graph essentially
becomes a brand graph—a set of strong ties or
direct relationships where the shared interest is the
brand itself. Within each brand-related graph is a
group of highly connected individuals that serve as a
company’s network of influence.
The ReSearch.ly team extracted 50,000 of the most
recent tweets that included a mention of Starbucks.
We then analyzed the connections between people
and identified the top 100 individuals and the number
of their followers who also mentioned Starbucks
within those 50,000 mentions. Doing so revealed
Starbucks followers who could be viewed as leading
the interest/brand graph and the conversations
about Starbucks itself.
When we combine brand-centric relationships and conversations, the
interest graph essentially becomes a brand graph — a set of strong ties
or direct relationships where the shared interest is the brand itself.
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 7

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