Results tagged “marketing” from Trends in the Living Networks

For those who were at the fantastic IPZ09 Interactive Marketing Summit in Istanbul this week, apologies for the delay in posting my keynote slides - the hotel bandwidth wasn't adequate to upload them and I'm only just back at home.

For those who weren't at IPZ09, note that these slides were designed to accompany my keynote and not to be useful by themselves. However they may still be of interest.

The slides can also be downloaded as a pps file, which includes the movies but not the animations of all the frameworks as I explained their implications for marketers. See here for the Social Media Strategy Framework in English and Turkish.

I'll be writing more soon about what I covered in my keynote and my (very favorable) impressions of the Turkish digital market.

Download Chapter 6 of Living Networks on Network Presence

Every chapter of Living Networks is being released on this blog as a free download, together with commentary and updated perspectives since its original publication in 2002.

For the full Table of Contents and free chapter downloads see the Living Networks website or the Book Launch/ Preface to the Anniversary Edition.

Living Networks - Chapter 6: Network Presence
Harnessing the Flow of Marketing, Customer Feedback, and Knowledge

OVERVIEW: Today, your company’s success depends on how well it builds its network presence in three key domains:
• Marketing, which is now mainly about influencing the flow of messages through consumer networks;
• Customer feedback loops, that tightly link a company and its customers, enabling them together to constantly create more value;
• Work processes and knowledge, that flow through the networks of workers within and beyond the firm.

The idea of the ‘network presence’ of organizations is still very relevant today. Still today not many companies truly have a strong presence in the social networks of consumers and customers, even though much progress has been made over the last five years.

The first space, where there probably has been the most movement so far, is in marketing. Marketing using social network approaches is now mainstream, though a nascent idea back in 2002. I opened with the example of the online marketing for Lord of the Rings, which took advantage of the strong social cohesion of the book’s fan base. While the concept of the ‘meme’ seems to have lost traction over the last years, I still think it is enormously relevant. I wrote: