March 27th, 2009

Talk As Behavior

Behavioral Insider Article in Media Post by , Friday, March 27, 2009, 1:30 PM

by , Friday, March 27, 2009, 1:30 PM
As data miners drill deeper into the social media terrain for meaningful insight, we are starting to see how online conversations are a kind of behavior. The places, ways and times that people interact with one another online are themselves choices that reveal something about their place in a community and perhaps their likely value to marketers. An interesting project from social media platform provider Ripple6 illustrates the ways in which behaviors within social media can both identify key brand advocates and activate them on behalf of a brand.

Ripple6 is a Gannett company that provides both publishers and brands with a range of social media tools. For Proctor & Gamble’s Rouge Magazine site at, Ripple6 built a closed community (“The Salon”) where invitees from the P&G mailing list could converse about beauty regimens generally as well as a specific product P&G was promoting. One of the aims of the project was to find advocates and activate them outside of this closed community.

According to Ripple6 CEO Sang Kim    , a number of analytic tools can be used to identify potential brand cheerleaders. “What was cool is that one of the things you could see was peer helping,” he says. “Someone would say that they had tried something and it didn’t work, and then someone else would chime in and say that they had experienced the same thing and here is how it worked better for her. That is clearly an advocate — someone who doesn’t just say this is great but actually shows you how to get greater value out of the product.” In other words, the conversation revealed a behavioral gesture the brand would want to enlist: the propensity to reach out and advise.

Read the entire article here…