Affinitive’s Social Media Playground

All those “your mom” jokes just got serious. AdAge recently reported Procter & Gamble Co.’s plans to pamper top “mommy bloggers” in an effort to tap into the online influencers and inform them of Pampers diaper products. The company may bring in as many as 15 top bloggers in this category to their Cincinnati headquarters for all-expense-paid trips not to buy their loyalty, but instead let these bloggers get to know what the company is about which will hopefully bring a positive light to their product.

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The water cooler just got a lot sexier for marketers. A recent survey conducted by WorkPlace Media and reported by MarketingCharts indicates that 96% of workplace consumers give coworkers advice about products and services. Additionally, 93% also seek advice before making purchases.
“The American workplace is replacing the American neighborhood as the most lucrative marketing […]

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Recently, reports from the BBC and Washington Post have raised questions about the privacy implications of applications on Facebook, MySpace, and other sites. As usual in today’s journalism, there is a bit of sensationalism, a little fear mongering, and a dose of misinformation tossed together with a few actual facts. In order to really understand […]

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There’s a certain catch-22 in social media: everyone wants to use the thing that everyone else is using. Critical mass is, well, critical. But getting to that critical mass from nothing is the tricky part. Such has been the fate of OpenID, the essence of which is the idea that people should share their login […]

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It’s been a long time since we’ve heard from Tremor, Proctor & Gamble’s word of mouth marketing unit but based on what Steve Knox had to say last week it might have been worth the wait.
A summary of his points:

Malcolm Gladwell’s ‘Mavens’ are flaky, focus on the ‘Connectors’
Successful WOM programs must have both advocacy […]

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For those of you who might have been following the Forrester Research Marketing Forum 2008 (either via “microblogging” or Twitter), a new set of metrics were put forth to better quantify how consumers engage with products and services.
The engagement model is based on Discovery, Evaluation, Use and Affinity for products and can be used offline […]

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