Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web

Overview

The web is undergoing a fundamental change. It is moving away from its current structure of documents and pages linked together, and towards a new structure that is built around people. This is a profound change that will affect how we create business strategy, design, marketing, and advertising. The reason for this shift is simple. For tens of thousands of years we’ve been social animals. The web, which is only 20 years old, is simply ...
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Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web

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Overview

The web is undergoing a fundamental change. It is moving away from its current structure of documents and pages linked together, and towards a new structure that is built around people. This is a profound change that will affect how we create business strategy, design, marketing, and advertising. The reason for this shift is simple. For tens of thousands of years we’ve been social animals. The web, which is only 20 years old, is simply catching up with offline life.

From travel to news to commerce, smart businesses are reorienting their efforts around peoplearound the social behavior of their customers and potential customers. In order to be successful, businesses will need to understand how people are connected, how their social network influences them, how the people closest to them influence them the most, and how it’s more important for marketers to focus on small, connected groups of friends rather than looking for overly influential individuals.

This book pulls together the latest research from leading universities and technology companies to describe how people are connected, and how ideas and brand messages spread through social networks. It shows readers how to rebuild their business around social behavior, and create products that people tell their friends about.

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  • May11_5/Paul_Adams_Q1_640x360_BB_b9e998f7f87fba37d47b581cb196f114e9d6d071
    May11_5/Paul_Adams_Q1_640x360_BB_b9e998f7f87fba37d47b581cb196f114e9d6d071  

Product Details

  • ISBN-13: 9780321804112
  • Publisher: New Riders
  • Publication date: 12/5/2011
  • Series: Voices That Matter Series
  • Edition number: 1
  • Pages: 159
  • Sales rank: 1,051,629
  • Product dimensions: 5.20 (w) x 7.90 (h) x 0.50 (d)

Meet the Author

Paul Adams is widely recognized as one of the leading thinkers on the social web. He is a researcher and designer, currently working as the Global Brand Experience Manager at Facebook. Prior to Facebook, Paul led Google’s social research team, where his work influenced the direction of Google+, and where he also worked on Gmail, YouTube, and Mobile. He has worked in the user experience field for the last 11 years, as a product designer with Dyson, a consultant for clients including Vodafone, the BBC, and the Guardian, and as a researcher in the fields of social behavior and technology across Europe, the U.S., and Asia.

For more information on Paul’s work, visit his site ThinkOutsideIn.com

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Table of Contents

Introduction vi

1 The web is changing 1

How the web is changing 2

Why the web is changing 9

Why the social web is important to your business 11

Summary 13

Further reading 14

2 How and why we communicate with others 15

Why we talk 16

What we talk about 18

Who we talk to 23

Summary 26

Further reading 27

3 How we're connected influences us 29

The structure of our social network 30

People naturally form groups 36

Social network structure changes how we're influenced 42

Summary 47

Further reading 48

4 How our relationships influence us 51

Relationship types and patterns 52

Strong ties 59

Weak ties 62

How relationships change 66

Summary 67

Further reading 67

5 The myth of the "influentials" 71

Highly connected does not mean highly influential 72

Ideas often spread because people are influenceable 74

How hubs spread ideas 77

Summary 81

Further reading 82

6 We are influenced by what is around us 85

Social proof 86

influence within groups 90

Influence within our extended network 94

How experts exert influence 95

Summary 97

Further reading 97

7 How our brain influences us 101

We are not rational thinkers 102

Most of our behavior is driven by our nonconscious brain 107

Our memory is highly unreliable 111

Summary 113

Further reading 114

8 How our biases influence us 117

Other people bias us 118

Our perception of value biases us 120

Our habits bias us 123

Environmental cues bias us 125

Summary 126

Further reading 127

9 Marketing and advertising on the social web 129

The problems facing interruption marketing 130

The rise of permission marketing and word of mouth 133

Building trust and credibility 139

Summary 143

Further reading 143

10 Conclusion 145

The social web today 147

The next few years 149

Acknowledgments 152

Index 154

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