Tag Archives: social

Lies of social networking

Is marketing age segmentation dead?

My sister-in-law Ella and husband Moshe came over last night for coffee. Moshe and I sat outside on our porch, so he could smoke his cigars and we rambled over a bunch of topics, private networking,  online banking and the Israeli stock market.  Moshe grumbled about his stock broker not knowing about customer segmentation and how he used the same investment policy with all his clients.   A few anecdotes like that and I realized:

Facebook doesn’t segment friends

There is an outstanding presentation from a person in google research discussing this very point – a lack of segmentation in social networks:

http://www.slideshare.net/padday/the-real-life-social-network-v2

Almost every social networking site makes 4 assumptions, despite the fact that there is ample evidence that they’re wrong.

  1. Your friends are equally important
  2. Your friends are arranged into discrete groups
  3. You can manage hundreds of friends
  4. Friendship is reciprocal and equal

 

In fact :

  1. People tend to have 4 – 6 groups
  2. Each group has 2-10 people
  3. There are strong ties and weak ties.
  4. Strong ties are always in the physical world are < 6
  5. Weak ties in a business context are  < 150

 

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Pharmaceuticals and Kirby vacuums: The last bastions of door-to-door sales?

Medicine Bottle

My research article on “Social software – Reconstructing the market boundaries of pharmaceutical sales” was published on the rapidly growing UK healthcare site PharmaPhorum yesterday –  one of my first forays outside the data security space in a long time but a direction with a potential to make a big change in the way pharmas sell drugs:

Pharmaceuticals and Kirby vacuums: The last bastions of door-to-door sales?

A medical representative operates in the center of a “cluster”1 of doctors that they personally know and meet with face-to-face. The power of social networking relative to conventional on-line marketing, stems from a social view of learning, where understanding is socially constructed, and the message we get is actually less important than whom we get it from.

Social and medical may be a perfect fit, but how will social influence medical sales?

Read more here

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