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Mavens, craft beer and a heap of these !?!?!?!?!

Content Engagement Social Media
August 24, 2016

This week I’m going to base my post on some interesting research by Torgeir Aleti, Paul Harrington, Marc Cheong and Will Turner that looks at how the Australian brewing industry influence consumers on Twitter. The research is fairly comprehensive and is structured around proving, or disproving a number of hypothesis based on a series of constructs; • Indegree influence and retweet influence • Message formulation and language • Native platform behaviour • Reciprocity and; • Persistency One of the key…

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You talking to me?

Engagement Marketing Social Media
August 17, 2016

This week’s inspiration is drawn from a great piece of industry reading from Forbes Insights on Customer Engagement: Best of the Best. If you have some time, it is well worth a read. The article provides some excellent examples of customer engagement in both the on-line and off-line space and there are also plenty of great examples of where the introduction of technology has significantly contributed to an increase in engagement (and value) between business and consumers. One particular point…

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Facebook segmentation and engagement

Consumer Behaviour Engagement Marketing Social Media
August 9, 2016

This week’s blog article is based upon the Hodis et al. (2015) article “Interact with me on my terms: a four segment Facebook engagement framework for marketers”. The paper covers off some great research about why segmentation is so important for Facebook engagement and identifies four clear segments for consideration. Attention seekers – users looking for admiration and appreciation (low levels of consumption and high levels of creation) Entertainment chasers -people trying to escape boredom (consuming small bursts of entertaining…

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