Consumers get “Buy” little help from their friends
Brian Solis, one of the fathers of Social Media, wrote a great paper for IBM about the Connected Consumer, which talks about better ways businesses can develop and strengthen their audience, when the main idea is that demographics data isn’t enough anymore. “it is by uncovering common interests, people, and patterns that you will form your strategies beyond typical demographic data.” Consumer insight is more than demographics and social graph, it’s about interest as well, and is about how you uncover your audience’s interest graph.
“Generation C…. for what it really is: a connected group of customers who friend and follow others with similar interests. A move toward Generation C is a move toward what I refer to as interest graphs rather than the widely accepted notion of engaging social graphs….One easy way to look at the differences between social graphs and interest graphs is to compare them to the notion of demographics (social graph) and psychographics (interest graph). It’s the difference between finding and reaching people based on gender, age, income, education, and geography and connecting with people because of the interests, behavior, and resulting relationships”
The new generation consumes through a web of friends and recommendations. And so it represents the marketing shift from WHO YOU ARE to WHAT YOU ARE INTERESTED IN. Solis brings a great example, that the demographic data of Prince Charles and Ozzy Osborne are practically the same, however, both are the complete opposites of each other and are “interested” in completely different things and so need to be marketed differently. He then gives a great example of how Altimeter group sliced and diced the Starbucks followers audience to get a good understanding of the audience. To engage your audience, talk to them about something that interests them.
“The ReSearch.ly team extracted 50,000 of the most recent tweets that included a mention of Starbucks. We then analyzed the connections between people and identified the top 100 individuals and the number of their followers who also mentioned Starbucks within those 50,000 mentions. Doing so revealed Starbucks followers who could be viewed as leading the interest/brand graph and the conversations about Starbucks itself.”
to campaigns to networks to direct engagement”