July27
‘Most people’s purchases influenced by social networks’
The Telegraph reports that the majority of consumers now consult ‘friends’ or ‘followers’ on social networks, such as Facebook, before choosing to purchase a new item, according to research firm Gartner.
The report, which polled nearly 4,000 consumers across 10 major global markets during Q4 2009, discovered that people play different roles when it comes to recommending products online to friends within their social network. People broadly fell into three categories: ‘Connectors’, ‘Mavens’ or ‘Salesmen’.
‘Connectors’, Gartner said are those who “perform a bridging function between disparate groups of people” and enjoy introducing people to each other”.
‘Mavens’ are “knowledge exchangers or information brokers”. They are experts in particular area and people go to them for advice. But they are not people who wish to convince people to buy certain items; they are more interested in acquiring new knowledge.
And finally there are ‘Salesmen’, who have “extensive social connections” and possess the personality trait that impels people around them to act on information in highly directed ways”.
“Our survey results showed that one-fifth of the consumer population is composed of ‘Salesmen,’ ‘Connectors’ and ‘Mavens.’ These are three roles that are key influencers in the purchasing activities of 74 per cent of the population,” said Nick Ingelbrecht, research director at Gartner.
“Salesmen’ and Connectors are the most effective social network influencers and the most important groups for targeted marketing based on social network analysis.”
Gartner, on the basis of the report, is now advising companies, with products to sell, to actively engage with these different people on social networks, as “social networks have become a critical but underutilised, aspect of the marketing process”.
http://www.telegraph.co.uk/technology/news/7910697/Most-peoples-purchases-influenced-by-social-networks.html
BlackBerrys pose ’security risk’ say UAE authorities
The BBC reports that the United Arab Emirates (UAE) has said that it could move to restrict or monitor BlackBerry mobile phones, as they pose a “national security risk”.
The region’s telecoms regulator said “BlackBerry operates beyond the jurisdiction of national legislation” as it stores its data offshore. It said it was concerned that misuse may have “serious social, judicial and national security repercussions”.
Critics branded the moves as “repressive”.
The media freedom watchdog Reporters Without Borders told BBC News that while the UAE was playing a “technological leadership role in the Arab world” this was backed by “repressive laws” and a “general trend of intensified surveillance”.
“Last April, the daily Emarat al Yaoum reported on an interior ministry plan to check the identity of anyone using the internet in public places,” said the organisation’s Lucie Morillon. Many mobile phones are already monitored, she said.
The UAE’s Telecommunications Regulatory Authority has taken issue with the encrypted networks used by Research in Motion (RIM) – the makers of the Blackberry handset. These make it difficult for governments to monitor communications.
http://www.bbc.co.uk/news/technology-10761210
Sex, death and government oppression: how Channel 4 is re-inventing the educational video game
The Guardian reports on how three years ago the channel radically re-thought its approach to programming for teenage audiences – the results could be about to shock those who don’t realise where interactive educational content is going…
Three years ago Janey Walker, then head of education commissioning at Channel 4, came to an important realisation. At the time, the channel was broadcasting its education content as part of the morning schedule and most of it was going out during term time. Challenging and confrontational programmes like Crip on a Trip and Gay to Z were being aimed straight at teenagers – but the teenagers were at school missing it all.
Meanwhile, this fickle target audience was beginning to watch less broadcast television anyway. Alternative entertainment options like mobile phones, games and social networking were drawing young audiences away from terrestrial TV. Sticking out a few edgy documentaries during school time just wasn’t cutting it anymore.
So Walker decided to switch her budget to the online space, where she could reach teenagers whenever they were available. She also employed two multiplatform commissioners: Matt Locke, to handle digital TV projects, and Alice Taylor, previously Vice President of Digital Content for BBC Worldwide. Taylor is a keen gamer with an excellent blog on games theory, and her remit was to transfer a substantial part of the channel’s annual £6m budget to interactive and online projects.
“We don’t do standard curriculum, we don’t do key stages, it’s a lot more zeitgeist-y than that,” she explains. “We generally look at what gets you from 14 to19 in one piece. So big themes that started in 2009 are things like privacy and security while online – and offline as well, actually. Financial management is going to be big next year. We look at careers, citizenship, I want to explore belief and death. It’s fun, broad themes.”
http://www.guardian.co.uk/technology/gamesblog/2010/jul/26/educational-games-channel-4-privates