Archive for August, 2009

Articles

Twitter–social networking for grown-up tastes?

In Facebook,social issues and new media,Twitter,Uncategorized on August 30, 2009 by gingercatmom

I discovered Twitter last year, signed up, and was surprised at who wasn’t there–most of my younger friends and colleagues who use other social networking tools such as Facebook, and none of my teenage kids. What I did find at Twitter: friends who were (gasp) over 40 and eager to connect via this new site–as well as a number of business and organizations that I regularly follow in other ways.

Apparently my experience was not unique. Claire Cain Miller, a New York Times writer wrote this week about the surprising social networking age gap on Twitter. Miller says Twitter’s success has been driven by an older age group that may be trying social networking for the first time through their Twitter experience. Even Oprah jumped on board this April, when Twitter’s CEO Evan Williams gave her a lesson on the show. To her devoted fans, Oprah’s “tweet” was a ringing endorsement of this social networking site. Within moments of Oprah’s first tweet, the service was bombarded with thousands of responses welcoming Oprah to their online world.

When Oprah says Twitter, America Twitters.

When Oprah says Twitter, America Twitters.

Forrester Research released a report last week on social networking use in the United States. Social networking by people aged 35-54 grew 60 percent in the past year. To put that in further perspective, half of the American adults online now use social networking.

For marketers, the lesson here is that changing media usage patterns require our close attention. If we want our messages to hit the mark, we need to be attuned–and then respond–to who is online and what they are doing. According to the report, “the time to build social marketing applications is now. Interactive marketers should influence social network chatter, master social communication, and develop social assets — even if their customers are older”

What we have thought of as new or emerging media is clearly moving towards the mainstream of American life and it’s a very real way to reach those who make the decisions and purchases that shape business today.

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Articles

About mind chow…food for thought for media minds

In Uncategorized on August 29, 2009 by gingercatmom

When TV was "new media" TV dinners were hot stuff! Will food manufacturers cme up with special nourishment for today's web users?

Today's Special: When TV was "new media" consumers thought TV dinners were hot stuff! Will food manufacturers market meals in new forms for today's web users?

Today’s media world is different than ever before. There is a sense that if we don’t all hurry up and get linked in, tweet a thought or two, catch a viral video and be connected to our friends online we’ll be left behind. Current events and knowing “what’s the latest” have taken on a whole new meaning in the digital age of 2009 when there is never a moment when we have to be disconnected from the world online. So what does it all mean for marketers today? What does it mean for the average consumer? And…where will this all lead us as we enter 2010 and beyond?

I believe that marketing professionals need to step away from the computer to see where and how all this new media is really being used. While there’s something rather seductive about speaking in the language of now, our ability to tweet, blog, RSS and make a widget is nothing without the proper strategy and message behind the technology.

I have a special interest in real-life applications of the personalized interactive media that are becoming common-place in today’s marketing mix. I really hope to gain insight on how all of this works and how much it really impacts purchasing decisions, especially among differing demographic groups. Does my new neighbor really need to receive tweets from our local bank to decide where to get a mortgage? Will an RSS feed allow the CDC to tell me what I can do to avoid the swine flu? And finally, I’m really curious about the kind of world my teens will inherit as adults, when messages are channeled to their headsets, phones and GPS systems, influencing their purchase decisions at every junction.

Over the next 9 weeks, we’ll have much to discuss and digest. I invite you to join us at the table for regular servings of Mind Chow!