BrainTrust Query: Social Network Stalking
Commentary by David Dorf , Director of Technology Strategy, Oracle Retail
a special arrangement, presented here for discussion is an excerpt from a current
article from Insight-Driven Retailing Blog.
Think about this:
By reading this blog, you and I are connected. We have this blog and its topics
in common, so there’s a chance we have other things in common as well. In any
relationship there is a degree of trust and influence. If you trust me, at
least in terms of particular subjects, then I have some influence over you.
If I buy an iPad, then there’s an opportunity for me to influence your possible
purchase of an over-hyped tablet that you don’t really need.
So what could a
retailer do with this? Retailers that have fans and followers should assume
that the friends of those fans and followers are more susceptible to their
marketing efforts. If I’m a fan of Apple, then Apple will be more successful
marketing to my friends than marketing to random people. Intuitively that makes
sense, at least to me. Companies like 33Across are already putting
this theory into practice, and achieving some interesting results.
who by-the-way is speaking at CrossTalk this year, has been discussing the
power of influencers in social networks. In his blog he rails against marketers
and says “messages and influence aren’t the future of marketing; conversations
and relationships are.” Valuable messages will be passed on because they
are valuable, not because someone has the power to exert influence.
but that won’t stop the efforts underway to leverage social networks for more
targeted advertising. From a business perspective, this sounds like a goldmine
to me; on a personal level, it’s a bit creepy.
Discussion Questions: What do think of marketing campaigns targeting social
influencers? Is it fair game for marketers to leverage the social network connections
of influencers or followers? Or is it an invasion of privacy?