Posts Tagged online community
Segment Your Brand Community Participants Part 1
May 5th, 2010If you are a socially savvy brand, most likely you are already engaging your customers in some form of online community, either through your own branded online community such as Kraft Foods’ recipe exchange community, or through a third-party social media platform such as what Starbucks is doing on Twitter. In managing the participants in [...]
Rising to Stardom: What Makes Some User-Generated Content So Popular?
February 1st, 2010What drives the extreme success of selected user-generated content (UGC) while most other content remains forgotten? In this blog post, we report the findings from our research project that aimed to address this question. Within the context of online user-generated video, we traced the pattern of rise to popularity of such content over time and identified the factors that affect the diffusion path of new UGC. In doing so, we provide a mechanism for predicting the success of a UGC at an early stage of the diffusion process. Marketers equipped with such knowledge will then be able to strategically participate in the conversation facilitated through UGC and to better focus their resources on viral content that is likely to affect a larger audience.
Are You Targeting the Right People to Grow Your Community?
August 2nd, 2009Last time I discussed a few research findings on what makes people pass on information to others. This week, I would like to follow up on the topic and talk about a recent project done by Zsolt Katona (@UC Berkley) and his colleagues. The research question Katona and colleagues set out to answer is what [...]
