Engagement-based Technology

Because people are accessing information on mobile devices, information has become mobile as opposed to static.  One example of this is seen in, if a company wants to gain insights on users activities, the company has to device tools to track, understand and market users’ activity in real time.  Mobile technology and cloud computing are engagement-based technology.  These technologies can be used for all sources of purposes and different countries make use of them in different ways. Engagement based Technology is facilitating real time marketing analysis and learning.

The current trend in global mobility is facilitating real time marketing as exemplified in Enterprise IT department in India.  Mobile activity is valuable for mining with the expectation that it will drive new business. Their platform is built on real time computing, “comprising servers, storage, and networking equipment” (Communications Today,  p.1).  Mining in real time requires, cloud computing, where programs are connected on many computers that compute and store information; Mobile devices where, “employees are expected to access their enterprise network from their personal devices” (p. 3), this includes their ability to access video conferences and watch YouTube videos.  As a result of these services, a new IT paradigm shift is taking place from static to mobile devices; moreover, “in-house traditional IT is expected to drop with increased spending in public cloud, off premises private cloud, and internal private cloud” (p. 3). Similarly, an example of public cloud is highlighted in an European based blog post, “Why 2012 is the year for location based marketing.”  Mobile application, the spread of smart phones with geolocation technology allows sites such as Foursquare, Loopt, Brightkite, and Google places to allow users to check in at locations and access relevant marketing, “target consumers…when they are near a merchant’s location and then guide them to the front door” (p.1).  These public clouds such as Fourquare are replacing traditional in house IT departments because they have the technology to engage mobile users with local updates of exclusive tips and news to build community that customers can search for in their neighborhood or while traveling.  Apple also has a similar service that takes users to the place they search for.

Here in the US Yeonjeong Park highlights another use of mobile technology as a learning tool for students, in particularly the use of mobile technology in distance education.  The use of mobile technology is, “increasingly ubiquitous, many researchers and practitioners have incorporated the technology into their teaching and learning environments” (p. 79).  Users are able to learn in unique ways such as “flexible and extension e-learning;” with educational modules “just in time, just enough, and just for me;” with access to digital devices when ever or where ever, with teacher having the ability to remain focus with expertise, and students having access to, “diverse communication networks, a broad range of applications, data synchronization across computers…and learning in both formal and informal setting…with individual learning” (81).

Examples of engagement-based technology are seen in real time marketing and learning.  In India its being using to market to companying for their cloud computing technology to their network vendors, while here in the U. S. its reaching customers in location based marketing.  Engagement-based is also being used to promote distance learning with real time benefits.

Work Cited

Becoming Critical to High-Priority Business Initiatives.” Communications Today 9 Aug. 2013. Communications and Mass Media Collection.  Web. 17 Oct. 2013 http://go.galegroup.com/ps/i.do?id=GALE%7CA340772271%v=2.1&u=lehman_main&it=r&p=PPCM&sw=w&asid=56d0a8a822425a81cba04350a588884d

#SMWF Blog “Why 2012 is the year for location based marketing” http://www.socialmedia-forum.com/blog/2012/01/london/why-2012-is-the-year-for-location-based-marketing/ 10/20/13

[1] Park, Yeonjeong.  A Pedagogical Framework for Mobile Learning: Categorizing Educational Applications of Mobile Technologies into Four Types.  IRRODL.  Vol. 12.2.  February 2011.

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Social Media Pull or Push Marketing

Social Media (SM) is a paradigm shift away from how businesses and institutions usually do business.

While traditional media such as newspapers and TV control what the public sees, SM, on the other hand enables interaction between people, making it difficult for traditional media to control the message that they want people to consume.

With the advent of SM platforms, companies are pulled by their consumers initially; however, as companies learn how to navigate this new medium, they gain an advantage on using the new medium to benefit their business according to BusinessWeek’s best selling author, Charlene LI in her book Groundswell.

Companies benefit by adapting to SM, lest they risk losing customers’ support.  Companies should adapt to using SM because it’s generated by people and their habits.

Consumers are on line and technologies, “make it easy for people to create content and to benefit from each others’ content. Twitter fits the same description” (37).

According to WNYC, Twitter announced a sport partnership based on consumers habits of sharing with other sports’ fans, because fans are communicating with each other during commercial breaks during major events such as the Super Bowl.

Twitter is relevant for example, during the 20- minute electric block-out at the Super Bowl in New Orleans, instantaneously people were able to tweet and create a dialog that was real-time reporting.

Consumers’ habit is what motivated Oreo’s brilliant and timely ad, “You Can Still Dunk in the Dark” during the Super Bowl power outage.

In other words, communication/dialogue is not revised or planned, just captured in real time and a company takes advantage when they understand the habits of how people are using social media to connect.

Unlike conventional media, like magazines and TV who control the message, SM isn’t controlled by big companies, but by consumers who are in the habit of informing each other on preferences based on one, their experiences of dissatisfaction or satisfaction with products and services and these experiences usually get disseminate quickly and widely, “People connect with other people and draw power from other people, especially in crowds” (5).

An example of this is seen in what happened with Digg after they had removed the blog post revealing the HD-DVD Processing Key number for most movies from their website, “Once the number was taken off Digg, other blogger tracked down the number and reposted it on their own blogs” (5).  Digg also learned like what more and more companies, big and small are learning about the power of SM, “After all, businesses and other institutions are built on control, and the groundswell weakens and undermines control” (17).

And two, proximity by association of friendships, interest, and trusted authority lend leverage of trust; coupled with speed and reach that leave traditional media powerless.

And three, the online community references material via hyperlinks that act as a source of reference for viewer in real-time.  These links serve as reference/referent that media often leave out or manipulate when communicating with the consumer.

In other words, SM connects people.  This connection has value and it’s here to stay because its taking place in real time, which means speedy reaction both negative and positive are reaching large audiences.

Because people are in the habit of re-tweeting, re-blogging, linking, page marking, sharing, and rating, it makes it difficult to erase original posts; moreover, they are forming relationships, “This interlinking creates relationships between the blogs and their authors and forms the blogoshere” (19).

Companies are at risk of extinction in an audience controlled market if they don’t, “jujitsu, a Japanese martial art that enables you to harness the power of your opponent for your own advantage” (17).

An example of this is seen in Oreo’s timely ad during the Super Bowl.  Another way of looking at this is that where groups congregate is where companies want to form relationships.  It’s where companies want to create shareable content that makes memories for people.

Oreo made memories when they created funny, relevant and sharable memories with a ready-made audience.

Moreover, Oreo by creating memorable content they make the Super Bowl synonymous with Oreo in people’s minds.  For those millions of people who watched or heard about the incident, will forever associate the Super Bowl and the Oreo dear to their hearts.

Li advises companies to first understand the structure of the groundswell. Users of SM connect and share content in unprecedented ways, by using computer programming that allows them to connect rapidly, share content, and partner with each other.  Second, learn the technology that groundswell uses to build community, “But the first step to understanding the groundswell is to dip a toe in it.  And once you’ve done that, you can begin to see where your company can, potentially, gain some advantage” (14).

Examples of things to learn about social media and learning the tools of the forces are: “Blogging tools like WordPress let you tag your blog posts.  Twitter tweets can include hashtags marked with the “#” sign (for example, I just bought my first car #riteofpassage) (29).  When companies create content and encourage interaction, they are participating in the same structure that the groundswell people communicate with today.

In addition, Li points out to concentrate on relationships not technology.  And understand the technology behind social media changes, therefore it’s wise for companies to focus on relationships.  Third, take the time to read and analyze the results.  For example, learn who your customers are, “But the chart raises as many questions as it answers.  Are these figures different for women and men, for example? How do they vary by age? And finally, how do they make sense of all this” (41).  In other words, companies have to chart their campaigns’ reach and customers’ reach and habits to learn how “to harness the power of your opponent for your own advantage” (17).

Consumers control the market because they are constantly on line sharing content and influencing each other, with technologies such as blogs, video, cross-links, companies benefit when they learn the behavioral structure of SM users, learn their tools, and measure their campaign successes.

Bibliography

Li, C., Bernoff, J. (2011).  Groundswell. Boston, MA: Harvard Business Review Books.