CASE Insights - Latest Comments

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

drkellypage — Tue, 22 Feb 2011 07:49:03 -0000

Rahul, thanks for your response. I agree it's all very interesting. How we consider friends online and offline and also the different roles people play in our lives. Digital Media channels such as Facebook is most certainly influencing this.

Smiles
Kelly

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

Rahul Chawdhry — Sat, 12 Feb 2011 21:11:49 -0000

Great article Dr. Kelly , especially with rise of "Buddy Power" as we know it and how some are arguing that friends are the new family. It has important implications for marketers in India, where family is central to individual existence.

People have started categorizing their friends which is even more interesting , i have a friend who i trust and turn to for advice when faced with a tough situation but wont "hang " around with him on a Friday night.

Re: Airline Service Technology Fail!

Johnson — Sun, 19 Dec 2010 14:17:14 -0000

This is dubious. I am sorry if you've missed a flight, but it's been all over the news that Heathrow is closed - even if they could get in, putting extra staff on isn't going to change that. It would probably make more sense for airlines to invest in de-icing etc

Re: SLJ2010: Northwestern Research Insight

Eszter — Mon, 22 Nov 2010 18:01:31 -0000

It was great to have you around for a whole month, Kelly! Thank you for visiting and being so generous with your time!

Re: Growing Your Digital Footprint in Graduate School: To Blog or Not to Blog?

drkellypage — Wed, 17 Nov 2010 16:59:47 -0000

Heather is my pleasure. We are all learning how to navigate this space, be it in research or online participation. Am glad it was of use. :-)

Re: Ian Hargreaves Appointed Professor of Digital Economy!

Carl Morris — Wed, 17 Nov 2010 13:33:03 -0000

Don't worry about it, just looking at his online presence

Re: Ian Hargreaves Appointed Professor of Digital Economy!

drkellypage — Wed, 17 Nov 2010 13:31:32 -0000

I don't believe he has a blog or is on twitter. But I'll follow-up and confirm for you. :-)

Re: Growing Your Digital Footprint in Graduate School: To Blog or Not to Blog?

Heather C. Young — Fri, 12 Nov 2010 08:19:12 -0000

Excellent strategies! Thanks again for talking with us! It was very helpful.

Re: Building Social Brands Online

DK — Sun, 31 Oct 2010 05:31:02 -0000

Reminds me of my favourite quote I use with clients and in my talks:

"The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn." Alvin Toffler

Covered her : http://socialmediaforsuits....

Great presentation :-)

Re: Ian Hargreaves Appointed Professor of Digital Economy!

Carl Morris — Fri, 22 Oct 2010 14:27:08 -0000

Does he have a blog?

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

tombeardshaw — Mon, 18 Oct 2010 06:30:48 -0000

Great post! In a way I'm quite sad that Facebook used the word 'friend' to describe what are in reality, connections. Friendship has a rich meaning that covers shared values, trust, experiences and history. I'm sure people's relationship to the word is changing because of Facebook's use of it, but is there language to replace the loss of a word that used to mean all these things?

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

Bloggerbob1982 — Sun, 17 Oct 2010 05:01:12 -0000

Fantastic post, and a very nice adaptation of the William Butler Yates quote. You must be very smart.

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

Michael — Fri, 15 Oct 2010 11:38:48 -0000

Dr Kelly,

This is a great post and worthy of publishing in journal. I can relate to all three F’s.

I have many different types of friends, friendships and friendly people on Facebook. I have;

1. Family.
2. Off-line friends that I hang out with.
3. Work colleges and ex college and school friends.
4. People that I have met face to face after meeting on-line and, have a professional affinity with.
5. People that I have never met but, have a professional affinity with.
6. People that I have never met and, will probably never meet.

In the case of type # 6, I have a look at their profile and try to make a judgement on whether to invest in developing the friendship or not. This can take a day to a few weeks to decide.

In the case of type # 5, I have made some wonderful on-line friends that are completely like minded and have developed into invaluable business mentors and vice versa.

I remember reading an article entitled "Do not accept friend requests on Facebook if you don't know them". The main argument was to do with privacy and trust issues. I have never had a problem with this... And how are you to build your social network otherwise.

Keep up the great work :)

Michael

Re: The Educational Value of Academic Publishing

drkellypage — Thu, 30 Sep 2010 09:04:02 -0000

Michael,

Many thanks for your comment and for purchasing the book. We've worked really hard on it and it's good to see others seeing the value in the work. As for journal articles, most certainly. It's a juggling act, but one requires both research and teaching to be a well rounded academic in this day of 21st Century academe.

I've actually just had a paper accepted for publication in the Journal of Marketing Management, about 'How the Web Makes Youth Feel". It came from a study I did with MediaSnackers last year ... Here is the link to my blog post about it: http://caseinsights.com/ind...

I look forward to hearing more about your work. Is good to meet like-minded souls in this business.
Smiles
Kelly

Re: The Educational Value of Academic Publishing

Michael Cloke — Wed, 29 Sep 2010 01:12:49 -0000

Hi Kelly,

I totally agree with all you have said above. I came across your book "Marketing" earlier this year when I was in Cardiff Waterstones Book shop and just had to buy it for my own personal curiosity. I found it very comprehensive, visual, up-to-date and easy to use. Even the Diary was packed with goodies :)

The three home study courses that I am focused on teaching are based on Kotler, et al textbooks with accompanying website and instructor resources, just like you have with your book.

Keep up the great work... And maybe squeeze in the odd Journal Article or two!!

I look forward to purchasing the 2nd edition in December 2010

Re: DML 2010: Henry Jenkins on Diversifying Participation!

DK — Fri, 19 Feb 2010 05:09:50 -0000

Honoured to be mentioned in the same post as Henry Jenkins - thanks Kelly and I'm sure the rest of the time there will produce lots more thoughts/smiles :-)

Re: Rage Against the X-Factor

drkellypage — Fri, 08 Jan 2010 03:49:28 -0000

Thanks for the great comment. Be great if I knew who you are, takes me back to the element and importance of 'being real' in the social media/web space. I like to know who I am conversing with. But thanks for taking the time, this is a really interesting topic.

I totally agree in that this wasn't a 'musical' movement in that the core product - a music single - and how it is marketed has been altered or changed by this campaign (in a traditional marketing sense), or that it can be replicated for other singles or artists in the future ... It's evident that this would be very hard to do and is dependent on so many other factors. Most importantly it happened in real time and was about being real.

In essence the implications for marketing of music (or any product offering for that matter) begs the very question you raise - what is it that is in fact being purchased, consumed, endorsed or promoted through e-WOM. It's not just about a tangible product like a CD, or even a digital product like a music single, as you say, it's the idea, attitude or position that is being purchased, consumed and/or promoted. This is something marketers have for years based many marketing campaigns on. You don't just buy Nike shoes - you also buy what they represent - an attitude or representation of your sporting prowess. Or sponsoring a child through World Vision - you are not just helping a child through a monthly financial transaction, you are buying the feeling/emotion of being selfless and giving. Or the Apple MacBook - is it a computer you are purchasing, or an innovative, creative and trendy attitude towards information processing and networked communications.

In essence the RATM campaign has implications for how the music industry see's the nature of what it is in fact selling and how it produces, manufactures and positions it's product offering. For too long consumers have been at the hands of music executives and music labels - be it Sony, Virgin, and how they control the music industry - what we hear, buy, how we buy it and what is and isn't ranked in the charts. For upcoming artists, it poses a difficult road.

As such this campaign has implications for how key players and executives in the music industry regard what consumers value and want from them, therefore what they produce and market. In essence, it is about being 'REAL' - not manufactured, controlled or mass produced.

Hence, 1 million active and interested people who placed increased value on 'Being Real' and a music single that represented this (it might not have been as successful if the single chosen didn't represent these values), WON against a staggering 19 million passive TV viewers who while being entertained, didn't place enough value on what in fact the music being played represented.

Thanks again for posting and raising one of the core marketing implications of these campaign - evolution in what is valued and how we, consumers, like to be treated!

Smiles
Kelly
:-)

Re: Rage Against the X-Factor

tombeardshaw — Sun, 03 Jan 2010 07:18:29 -0000

Kelly, I think you're right in pointing out how much of a landmark this was. 19 MILLION people watched the X-factor final, but the TV media was unable to leverage this interest into enough sales to beat the million people who had joined the Facebook group. This says a LOT about the degree to which the different media channels are able to engage with their audience.

X-factor is entertaining, and it dominates Saturday night TV viewing for a lot of people. It's an incredibly polished PR machine for the eventual winner, and no one involved in the TV industry saw this coming - how could it? But it did. HOWEVER, let's look at what was being sold...

RATM's "Killing in the name" is a classic rebel song - "Fuck you, I won't do what you tell me" is a great lyric for sticking it to the man. It wasn't the song, but the sentiment that was being sold - a way of saying something we could all agree with - we DON'T like our culture being overwhelming schmaltzy sentimentalism synthetically created on a production line - it lacks authenticity. The same thing happened in 1976 when punk destroyed glam rock, the early 80's when Joy Division and the Smiths ploughed the future of indie music in the face of dire happy-happy pop and in 1990 when acid house gave a whole new meaning to the idea of a party. It's a reaction to dreadful, industry dominated periods in music history when shallow marketing execs dominate - bringing grass roots creativity, raw nerves, chaos and raw emotion back into the room.

Only now, there's no (musical) movement behind this - just a new form of media, that enables people to talk to each other - and a good idea can take off virally. So we all wanted to buy our own middle finger to stick up to the industry that dominates the charts. The choice of song was genius - it was a Ronseal promise - buy this and the can say "fuck you" directly to Simon Cowell. It was also interesting to see how almost all of the mainstream broadcast media saw this as a hostile attack and completely failed to understand the popularity and grass roots nature of the campaign.

How does this translate into the marketing futures of music - not sure, but it's not a classic case study of selling music online - it wasn't the music that was being sold - it was the attitude and the statement. I'm not sure how often people will be able to do this using social networks, and I'm sure that the average artist trying to sell their song wouldn't be able to replicate it.

But: 19 million vs 1 million - and the 1 million won - through using much smarter many to many communications technology. It certainly represents a moment in the history of media when the internet proved it's power in the face of old one way broadcast technology. And that is really very significant.

Re: Ignite Cardiff Talk: If I drive a car does that make me a mechanic?

DK — Sat, 17 Oct 2009 22:09:40 -0000

Great talk - wish I was there to catch it in person - love the analogy used and the emphasis placed on the 'difference' in knowledge through it's acquisition and more importantly its application (rather than simply usage)...

*claps*

Re: Ignite Cardiff Talk: If I drive a car does that make me a mechanic?

drkellypage — Sat, 17 Oct 2009 14:25:18 -0000

Thanks Elio. It was quite difficult to convey all my thoughts in a 5 minute talk, especially when nervous. But hope this blog post provided some more information for you about my intended message. :-)

Re: Ignite Cardiff Talk: If I drive a car does that make me a mechanic?

Elio Assuncao — Sat, 17 Oct 2009 14:12:21 -0000

great article and easy to read.

Re: The Web Makes Me Feel ….

emmanuelleen — Thu, 06 Aug 2009 13:54:59 -0000

For another interesting emotional investigation of the Web, see Kevin Kelly's Internet Mapping project : http://www.kk.org/internet-... . Pour les francophones, voyez http://www.ecrans.fr/Le-sit....

The good thing there is that the answer is a drawing instead of words -a much rawer transmittor of feelings.

Re: National Theatre Wales: Branding a Theatre Without Boundaries!

Hampers — Mon, 27 Jul 2009 22:17:26 -0000

You can't go wrong with good food and nice wine. After eating you'll surely have a good night sleep and of course a beautiful mind enough for the next days affair.

Re: The Web Makes Me Feel ….

drkellypage — Thu, 23 Jul 2009 10:03:24 -0000

Carl, thanks for your comment, although I'd say that in fact 'Danah is not asking any specific questions, but exploring the socio-cultural context of youth technology use. She has some greatwork on youth/teen culture, behaviour and identity in social networks, a large portion looked at the diffidence between adult perceptions/attitudes toward youth behaviour/beliefs/emotions and the actual socio-cultural context of that activity. Her focus on social construction of fear through media and ethnographic approach is very well known, the methods by which she listens to a youth voice - many great insights are derived from her work

In this I think we are similar and different - similar in that we too have focused on youth voice, not our words to describe their feelings/emotions. However are different in that we just wanted to focus on emotions/feelings. So we asked youth to use their voice, their words to articulate their feelings/emotions. It's a more focused remit. It's not as sizeable nor deep ethnographic research approach as Danah, however provides us with a snapshot into the language youth use to describe their emotions/feelings and the reasoning for the emotion/feeling expressed.

In that, we do ask a different question, with a very different methodology, but perhaps with a similar objective - to provide more insight and listen more to the youth voice in 'how the web makes them feel'. Perhaps I should have written:

"not enough"

Smiles
Kelly

Re: The Web Makes Me Feel ….

DK — Thu, 23 Jul 2009 08:30:03 -0000

Was fantastic to work with you on this - many thanks for taking on the report and adding some much needed intellectual insight into this project.

CM - danah has been doing great stuff (even more recently) and I guess the statement relates to a project of this size with the specific focus...