Book description
The web is undergoing a fundamental change. It is moving away
from its current structure of documents and pages linked together,
and towards a new structure that is built around people. This is a
profound change that will affect how we create business strategy,
design, marketing, and advertising. The reason for this shift is
simple. For tens of thousands of years we’ve been social
animals. The web, which is only 20 years old, is simply catching up
with offline life.
From travel to news to commerce, smart businesses are reorienting
their efforts around people – around the social behavior of
their customers and potential customers. In order to be successful,
businesses will need to understand how people are connected, how
their social network influences them, how the people closest to
them influence them the most, and how it’s more important for
marketers to focus on small, connected groups of friends rather
than looking for overly influential individuals.
This book pulls together the latest research from leading
universities and technology companies to describe how people are
connected, and how ideas and brand messages spread through social
networks. It shows readers how to rebuild their business around
social behavior, and create products that people tell their friends
about.
Table of contents
- Title Page
- Dedication
- Copyright Page
- Contents
- Introduction
- 1 The web is changing
- 2 How and why we communicate with others
- 3 How we’re connected influences us
- 4 How our relationships influence us
- 5 The myth of the “influentials”
- 6 We are influenced by what is around us
- 7 How our brain influences us
- 8 How our biases influence us
- 9 Marketing and advertising on the social web
- 10 Conclusion
- Acknowledgments
- Index
Product information
- Title: Grouped: How small groups of friends are the key to influence on the social web
- Author(s):
- Release date: November 2011
- Publisher(s): New Riders
- ISBN: None
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