Posts Tagged word-of-mouth
Promoted Tweets in the Loyalty Landscape
April 14th, 2010On April 13, 2010, Yesterday, Twitter unveiled its new advertising platform Promoted Tweets. Pulling from various information sources, this post offers some preliminary details about this new platform, and discusses the implications Promoted Tweets have on managing customer loyalty.
Surprising Buzz Champions
March 4th, 2010When trying to create buzz about your brand, do you choose your loyal followers or do you choose people who don’t even know much about your brand? You might be surprised by the answer. A recent research by Professor David Godes and Professor Dina Mayzlin suggests that you should choose the latter group. http://www.flickr.com/photos/smemon/ | [...]
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.
