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Leading a Social Revolution by Christina Goodman, Linkedin #SoMeMR #MRX #li

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09.15 How social media is leading a social revolution

  • How is social media changing how we make and understand people and relationships online and offline
  • What does it mean to be a researcher in a “connected” digital world?
  • How brands can use emerging behavioural insights to promote their products and values

Christina Goodman, Research & Insights Manager, EMEA, LinkedIn

  • Web 1.0 is search and get data
  • Web 2.0 is real identities and real relationships
  • Web 3.0 is real identities and massive amounts of data
  • Not all data is created equally. What is the right data to answer the right question.
  • 70% of UK are active social media users
  • 1 billion people use social networks
  • 1 out of every 6 minutes online is spent on social networking
  • Facebook – who I am as a person, friends and family, photos and gaiming
  • Twitter – who i am as an opinion leader, followers, real-time micro blogging
  • Linkedin – who i am as a professional, colleagues and alumni, connections and profiles
  • 60% of marketers still use clickthrough as the main measure of performance; ROI is only 32%; What are the right metrics, are there comparable traditional metrics
  • 82% of Linkedin users use it for business news, far more than forbes 15%, businessweek 8%, WSJ 3%. (I’m curious what these numbers are for non-linkedin users)
  • First, have a presence. Be where your consumers are. Second, engage in the discussion. Listen to what consumers say. Third, gather insights from the tools.
  • Look for “signal” search feature on Linkedin to see what people are saying about various topics
  • Visit http://www.brandyousurvey.com
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