Digitales Geschäft

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• Verlag: Bibliomundi
• Jahr: 2021
• eBook-ISBN: 9781526042262
• Auflage: 1
• Thema: Betriebswirtschaft
• Thema: Digitales Marketing

Social networking is an innovation that has exploded in usage in a very short time span. You can now enjoy constant correspondence with friends from all parts of the world without ever having to leave your seat. In many ways, social networking is much better than all other forms of communication put together because of the wealth of information that can be exchanged in a very short time For instance, you can keep in touch with a friend who is travelling around the world; you can use smartphones to chat and the occasional video stream when said friend comes across something whose beauty cannot be aptly put into words e.g. a sunset, a colorful festival etc. This will allow you to experience a part of the world you never knew existed without ever having to heave your house.People have really taken to this form of instant communication, something that's seen in the fact that social networks are the largest growing types of websites around. The growth of social networking has been accelerated by the fact that the programmers design very intuitive interfaces that allow people with virtually no prior online experience to easily become experts. While this in itself is a good thing, it causes people to ignore what is happening in the background. This is better explained with an illustration: Margret sits in front of her computer, switches it on and loads her browser. She then loads the URLs for her preferred social networks, logs into her accounts and starts communicating with her friends. These communications involve uploads of pictures and videos, commenting on her friends' posts, making her own posts and the like. She then realizes that John, her globetrotting brother is currently online. She loads the instant messenger and John decides to show her the Roman coliseum using the inbuilt video feature on his smartphone. While this real time online tour is going on she decides to read up on the news. Being a news junkie, she has added all the fan pages of popular news outlets to her friends list so that she can get all important updates without having to go to all individual sites. So far so good.While she is immensely enjoying herself, all the information being transmitted through cyberspace is available to all her friends and the owners and administrators of the servers. Since she is not web savvy, she thinks (much to her detriment) that the persons handling her information are intrinsically benevolent. What she does not realize is that most social networks need money to run their servers, pay the employees, satisfy funders, and improve the architecture, R&D and the like. This means that they (social networks) find ways of selling off user information. This therefore means that within no time, she will start noticing ads about travel, news aggregators and all other things she showed an interest in, even in passing. Unbeknown to her, her naivety sets her up as the perfect victim for the numerous cyber stalkers and trolls always on the prowl.What most people don't realize is that web technologies are first and foremost designed to make a profit. The most successful social networks and websites are those that made enough money to fine tune their marketing endeavors and to attract the attention of venture capitalists. This therefore means that the bottom line becomes the prime motivator; the Margrets of the world are just the minions being used to make that number bigger and bigger.When you go through the most popular social networks, you'll just find a network of products and services being marketed by taking advantage of people's desires. The end result is a mass of unsatisfied clients with a lot of useless information about products and services they do not want or need because of the constant bombardment from admen. Most people visiting social networking sites usually just want news updates and targeted marketing campaigns about the latest technological trends, music, developments in the automotive industry and whatever else tickles their fancy. They want to be able to willingly spend their resources on beneficial products and not to be forced to buy things by the aggressive marketing tactics being blatantly flaunted in the social networks of today.At the same time they would like to be able to have a modicum of control about which ads get to them. This can be equated to that strong desire to be able to select when a television commercial will be shown. You find that most people will not have a problem with listening or seeing an infomercial pitching a useful product; what people have a problem with is having a commercial about a car just when Jeremy Lin is about to make a slam dunk. Savvy advertisers and media managers saw this trend and therefore developed on-demand television. On demand television caused an immediate paradigm shift; first off people started enjoying the viewing experience more while advertisers were forced to be more creative when creating their commercials in a bid to draw in more converti

Diaspora* and Social Network Marketing

No matter how unattractive the concept of monetizing social network traffic is, it is something that has to be incorporated into Diaspora*. This is because there are costs associated in developing the software, server maintenance and the like. Fortunately, non-intrusive social network advertising has proved to be a welcome addition to the Diaspora network. This therefore means that the concept of an open source, decentralized social network is viable as a business plan and as an income source.

In early 2010, with Mr. Eben’s speech still burning in their hearts, the founders of what was to be Diaspora sat down and started throwing ideas around. It was during these informal meetings that the philosophy of Diaspora was formed and developed and at the same time, a few good ideas come up forming the wonderful cocktail that become one of Kickstarter’s most successful projects.

One of the most conspicuous ideas was ‘Minds in Tandem’; a way of developing an idea and exponentially increasing its success levels by having many minds with the same goal, sort of what you would find in swarming insects. The idea behind minds in tandem has been applied in the business world for a long time but never in social networking at a grand scale. Minds in tandem is more like a think tank; a bunch of very passionate people applying all their creative energies towards one single goal.

In order to make the dream a reality, they needed to market Diaspora. They decided to do so through a social networking campaign, partly because it is the industry they wanted to revolutionize and partly because the attention they would garner would be highly targeted.

Since they were students and therefore relatively unschooled in the area of real world marketing, they decided that the first thing to do was to look for advice. The more they talked about it among themselves and other interested people, the more it became a possibility. This is a facet of visualization; the more you think about something, the more clearly you can see it and therefore the easier it is to make it a reality. After talking about it for some time, they stopped being overawed with the details of building such a revolutionary piece of technology and were then able to know where to begin. One of the first things they did was schedule a meeting with ISOC.

The meeting with ISOC

Ilya Zhitomirskiy, Dan Grippi, Max Salzberg, and Raphael Sofaer contacted The Internet Society (ISOC) and pitched their idea of a decentralized, open source network.

The Internet Society is a global non-profit organization that was founded in 1992 for the sole purpose of keeping the internet open for all users. Their mission is to fund programs and initiatives that help in achieving this goal. The Internet Society is very influential and has branches in all major countries and therefore is a very good place to secure funds and traffic.

Another reason why ISOC exists is to make the internet available to everyone in the world. To accomplish this they provide training opportunities all over the world, with a particular preference for developing countries. This allows the Minds in Tandem philosophy to be exploited to its full potential. The end result is a secure and very open online landscape where anyone is encouraged to throw in their ideas without fear of retaliation.

The nature of the Diaspora idea shows that ISOC was a good place to garner attention and funding. ISOC loved the idea and therefore decided to upload a video presentation into the video social network called YouTube and thus started an online fund soliciting campaign that was destined to become very successful.

They also decided that the best place to mount an assault was in the very same social networking sites they wished to compete against. So after they saw the success with the videos on YouTube, the Diaspora founders created fan pages in all the popular social networking sites chief among which were Facebook^TM and Twitter. They made use of the numerous unsatisfied and imprisoned social media users to get their project off the ground.

There are a few examples of just how successful a social network marketing campaign can get; the following is just one

A GOOD EXAMPLE OF A SOCIAL NETWORK MARKETING CAMPAIGN

Let’s say that you come up with a very innovative device that allows people to reduce their energy usage by half. It goes without saying that anyone would want a device like that. Thinking that you are in the clear because you have solved one of humanity’s major problems is just being naïve. You will have a goliath task of convincing a large number of people and organizations that your idea really works and it is not just a simple scam. After this is done, you have to look for funding in order to incorporate your device into modern society. You’ll also need to fight off unscrupulous businessmen and individuals that will want to scam you out of your idea, particularly when the money making potential starts revealing itself. As you can see, there is a world of difference between having a good idea on paper and seeing it come to fruition in real life.

Since you may be grossly inexperienced with online and offline marketing efforts, you may start by putting up ads in your immediate vicinity and running small scale ads in social media sites. You’ll find the public’s negativism to be a major challenge. You’ll also need a sizeable chunk of funds to handle the actual development of the product, production, marketing, distribution and delivery. All this shows that having a deep pocketed backer is the only way to go which means that you’ll have to halt the project in order to schedule meetings with hedge funds, individual investors, non-profits, crowd funding companies etc. This may prove to be a very big problem, particularly if you do not have influential people in your address book and if your negotiation skills are virtually non-existent.

Fortunately, there is a relatively easy way for you to solve this problem i.e. social network marketing. All you need to do is pitch your idea to a few investors and preferred end users to see whether or not the idea has the potential to take off. After this, you can then hire a freelance video editor to make a high quality video presentation of your project. You can save the few hundred dollars needed for this step by doing it yourself, if you have exceptional video editing skills.

The completed video can then be uploaded to all popular video sites. It is important to optimize it with the correct tags and descriptions in order to keep it from falling into oblivion (most video uploads are lost because of neglecting this stage). The next step is creating a neat and presentable website that allows you to properly pitch your idea to the traffic obtained from the video. You do not have to invest a fortune into an ultra-sleek site; you can download a free editable template and use it on a customized domain e.g. xyzfreeenergysource.com. You will need to make a split test with different copy and color schemes in order to get your point across in the shortest time possible.

The site can also double up as a landing page to use in social media sites if you decide to use paid marketing methods. As time goes by, your idea will get noticed by more influential internet personalities, get shared and soon, you’ll have your own network. The sky will then be the limit.

An illustration about pennies

Books and seminars will usually use the penny illustration to show how great wealth can be built from very little. Since this same idea can be used in social networking, let’s look at it more closely.

The general idea is to take one penny today and double it tomorrow and double that amount the next day. For instance, let’s say you start a small business and you make a sale that makes you a penny in profit, the next day, you’ll work harder to make two pennies and on it goes. After a few days, you can recruit a few people into your business and have them sell a few items a day. By this time, you’ll have drafted a simple profit-sharing agreement that allows you to keep your new employees motivated and your profits increasing at a reasonable rate. You can also have your initial employees recruit others in order to increase the volume of sales. Before you know it, you have a network of thousands spanning the country or the globe and you are making millions without you having to constantly work. You can then spend the majority of your time and resources developing and maintaining your network which will result in even more sales.

This is basically what happens when you pitch a brilliant idea to the right social media audience. The first people will share them to their networks and it goes on and after some time, you have thousands, sometimes millions of people backing you up as a united front.

Diaspora on Kickstarter

This is what Ilya Zhitomirskiy, Dan Grippi, Max Salzberg, and Raphael Sofaer decided to do. They contacted Kickstarter in a bid to sensitize more people and therefore get more finances. Kickstarter allowed their video to be shown on their website and the rest, as they say, is history.

The idea was so well received by the general public that in less than two weeks they had much more than the $10,000 they needed to get Diaspora off the ground. With the money in the bank, they still needed to attract more attention to their project. They decided to go to another traditional traffic source – press releases. They sent out articles detailing what Diaspora was and how people stood to benefit from it. This was evidently a very good idea because before long, the New York Times, BBC and other national publications were running stories about the new type of social networking. This allowed them to get the attention of millions of causal internet browsers from all over the world in addition to the tech savvy Kickstarter audience.

This is a simple idea of how Diaspora used social networking marketing to become a reality. The best thing is that they did not have to result to shady techniques. This also shows that anyone with a good idea does not need backing from hedge funds and high net worth investors; just the right marketing campaign and some determination.

EXAMPLES OF SUCCESSFUL SOCIAL NETWORK MARKETING

Diaspora is not the only concept that has succeeded because of free social network marketing. Many small and large businesses have enjoyed an exponential increase in sales and therefore profits by targeting the most popular social networking sites like Facebook^TM, Twitter, and MySpace etc. The following examples will show you just how successful social media campaigns can be:

TWITTER™

Twitter is a very popular social network that uses Tweets to communicate with people in your group. Your friends can log onto Twitter and read your latest Tweets. Tweets are basically text messages. In fact, you can elect to have someone's Tweets delivered to your mobile device by text message. This way, there is no need to log onto the website.

Some of the most successful Twitter marketing methods are with Twitter bots. It is not hard to set up an automated account. Twitter has a section that shows you what to do. When you set up a Twitter bot, you do not have to be there to make tweets. It can make announcements or send you reminders. This can be very handy for many people. In fact, at Olin College, it is a very popular feature.

The Laundry Room

In early 2007, the Laundry Room Twitter account was started. There is a laundry room on the third floor in the West hall. It only had two washers and two dryers. This meant that students had to wait to do their wash.

This account is a not a normal account. Whenever someone finishes with a load of laundry, they can tweet this account and let everyone know that the equipment is not being used.

Students that use this room can check the Twitter website or get a text message when this occurs. This makes...

Inhaltsverzeichnis

• (Sem título)
• Introduction
• How Diaspora* Got Started
• Diaspora* and Social Network Marketing
• Marketing With Diaspora*
• The Future Expansion of Diaspora*
• Respecting Privacy In The Digital Age
• What the Future Holds For Diaspora*
• Conclusion