Grouped How small groups of friends are the key to influence on the social web

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2011-11-21
  • Publisher: New Riders

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The web is being rebuilt around people. From travel to news to commerce, businesses are reorienting their efforts around people - around the social behavior of their customers and potential customers. As we traverse across the web, we'll know which of our friends prefer different brands, and this information will be surfaced to us at the most opportune moments - when we're deciding what to buy. In order to be successful in this new social web, businesses will need to understand how people are influenced by their social network. How the people closest to them influence them the most, and how it's more important to focus on small connected groups of friends rather than looking for overly influential individuals. This book pulls together the latest research on influence and social behavior to describe how people are connected, and how ideas and brand messages spread through social networks.

Author Biography

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

Table of Contents

Introductionp. vi
The web is changingp. 1
How the web is changingp. 2
Why the web is changingp. 9
Why the social web is important to your businessp. 11
Summaryp. 13
Further readingp. 14
How and why we communicate with othersp. 15
Why we talkp. 16
What we talk aboutp. 18
Who we talk top. 23
Summaryp. 26
Further readingp. 27
How we're connected influences usp. 29
The structure of our social networkp. 30
People naturally form groupsp. 36
Social network structure changes how we're influencedp. 42
Summaryp. 47
Further readingp. 48
How our relationships influence usp. 51
Relationship types and patternsp. 52
Strong tiesp. 59
Weak tiesp. 62
How relationships changep. 66
Summaryp. 67
Further readingp. 67
The myth of the "influentials"p. 71
Highly connected does not mean highly influentialp. 72
Ideas often spread because people are influenceablep. 74
How hubs spread ideasp. 77
Summaryp. 81
Further readingp. 82
We are influenced by what is around usp. 85
Social proofp. 86
influence within groupsp. 90
Influence within our extended networkp. 94
How experts exert influencep. 95
Summaryp. 97
Further readingp. 97
How our brain influences usp. 101
We are not rational thinkersp. 102
Most of our behavior is driven by our nonconscious brainp. 107
Our memory is highly unreliablep. 111
Summaryp. 113
Further readingp. 114
How our biases influence usp. 117
Other people bias usp. 118
Our perception of value biases usp. 120
Our habits bias usp. 123
Environmental cues bias usp. 125
Summaryp. 126
Further readingp. 127
Marketing and advertising on the social webp. 129
The problems facing interruption marketingp. 130
The rise of permission marketing and word of mouthp. 133
Building trust and credibilityp. 139
Summaryp. 143
Further readingp. 143
Conclusionp. 145
The social web todayp. 147
The next few yearsp. 149
Acknowledgmentsp. 152
Indexp. 154
Table of Contents provided by Ingram. All Rights Reserved.

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