According to professors Peter Kollock and Marc Smith motivations for contributing to online communities do not rely on altruistic behavior on the part of the contributor they depend on these four pillars (Wikipedia articles: Virtual community, Egoboo and Sense of community).
Anticipated Reciprocity. A person is motivated to contribute valuable information to the group in the expectation that one will receive useful help and information in return.
Increased Recognition. Recognition is important to online contributors. Individuals generally want recognition for their contributions.
Sense of efficacy. Individuals may contribute valuable information because the act results in a sense that they have had some effect on this environment.
Communion. People are fairly social beings and it motivates many people to receive direct responses to their contributions.
Thursday, October 21, 2010
Facebook Marketing – Twitter Marketing – Everything About Social Media From Eloqua
Subaru Fight Mediocrity | The Inspiration Room
Subaru is running “Fight Mediocrity“, a tongue-in-cheek integrated advertising campaign ridiculing the beige conformity found in the car industry of today, highlighting in contrast the customizable nature of the not-so-mediocre 2011 Subaru Legacy. The campaign includes a microsite for the super bland automaker Mediocrity, promoting a new line of vanilla vehicles, customizable with medium crumb or stale biscuit (exterior), brown gravel and chimney soot (interior). The Mediocrity campaign includes a mediocrity quiz, mediocrity quiz, game, merchandise and downloads, as well as presence on Facebook, YouTube, Flickr and Twitter.
Tuesday, October 19, 2010
Monday, October 18, 2010
Ads Drive the Most “Likes” for Brands on Facebook [STUDY]
Driving recommendations from friends and influencers might be the goal of many marketing campaigns, but when it comes to simply generating “likes” on Facebook, a recently published study shows that ads and direct outreach convert best.
According to a study of more than 1,600 people ages 18 to 60 by DDB Worldwide and Opinionway Research, 75% of those who liked a brand on Facebook did so because of an ad or another form of direct outreach. Invitations from friends was the impetus for 59% of likes, while personal research accounted for just 49% of them.
That’s not to say that invitations from friends are any less important. As eMarketer notes, “Many of those invitations are likely a secondary form of brand outreach as well, as marketers encourage current followers to become brand advocates on their behalf.”
The study also looked at reasons why people unsubscribe from a brand’s updates – something that 36% of those that liked a brand had done. Top reasons cited include losing interest in the brand, frequency (or lack thereof) of updates and uninteresting content.
Friday, October 8, 2010
Esquire for the iPad: Not Just Another Magazine Under Glass
“The thing that makes a magazine special is that it takes words and images and design and it combines them to make something that is beautiful,” Granger stated. “We missed that opportunity with the web; it rapidly spun out of control and became so templated that it became hard to make beautiful.”
At first, Granger was afraid magazine apps would prove similarly disappointing. “I found early Conde Nast apps for the iPhone and iPad, which were little more than pictures of the magazine with an ugly scroll bar, a betrayal of everything magazines represent: to create something beautiful. With the iPad and Scrollmotion, we were able to mimic some of the magic of the magazine,” Granger said.
Still, he maintains, “No medium will ever be as satisfying as print.”
Video Demo
Mashable’s Christina Warren previews the Esquire app with Josh Koppel, chief creative officer of Scrollmotion.
