Archive for the ‘Reference & Resources’ Category

300 Thousand most favorite sites, visualized

Nmap just created a visualization engine based on Alexis.com data which lets you navigate the web’s most trafficked websites. Definitely worth a look even though the servers seems to be over capacity right now, due to all the traffic from Mashable.

favicons 300 Thousand most favorite sites, visualized

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25

08 2010

8 Success Criteria for Facebook Marketing

As with all articles containing the words “x success criteria…” use this with caution. However, the report, while not earth shattering should help you with your next argumentation.

MDgwNDEzYTNkNDQxYTgwZWIwYzZiNjYxOGRjNjAmb2Y9MA== 8 Success Criteria for Facebook Marketing

Via DavaiDavai

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09

08 2010

HumanKind: Working on a typology of Human Behavior

Within the pursuit of being students of human behavior, Leo Burnett researcher Carol Foley is developing a typology of human behavior, called Behavioral Archetypes (SM).

The Tool allows the classification of human behavior and the brands response behavior.
Our starting point for all explorations of behavior must be to identify and understand what people are doing right now with regard to our brand or product.

The psychological literature is full of references to specific types of behavior.

  • Risk-taking
  • Habit
  • Altruism
  • Status seeking.

Yet no one has sorted out all of these various types of behavior, nor created a schema of their relationships to one another.

Were we to be able to do this, we could begin with the behavior itself, rather than with a psychological perspective, and then allow the relevant perspectives to inform that behavior further.

Through over 10,000 interviews in multiple studies, we’ve been able to quantitatively map all of the major types of behavior into a paradigm.

  • We gave people life situations as stimuli
  • Asked them to rate how likely they would be to engage in a list of behaviors
  • Factor analyzed the behaviors to establish archetypes
  • Used correspondence analysis to map them, so as to understand dimensionality
  • There are over 100 archetypes in the paradigm which collapse into 8 major groupings.

What is important about Behavioral Archetypes(SM), and what substantially validates it, is the degree to which it mirrors models of human motives and values. The model allows for spotting adjacent behaviors (e.g. the freedom behavior’s neighbours are self-interest and change) as well as opposite behaviors (e.g. the the change behavior’s opposite is preservation) as well as 40-50 sub-behaviors per behavior category. See below.

hb1 HumanKind: Working on a typology of Human Behavior

Further investigation into human behavior with this model also leads to insights (behavior tensions) regarding

  1. the effects of exaggerating a behavior (e.g. an exaggerated behavior of self-interest leads to narcissism)
  2. Resolving behaviors, i.e. which behaviors pop-up in situations where things don’t go as people had planned. E.g. (when exhibiting a Preservation behavior and things do not go as planned, preservation behaviors such as “Security Seeking” are replaced by opposite preservation behaviors, such as “Minimizing Impact”.
  3. Defining Themes. i.e. we believe between in the tension within 2 behaviors often lie defining themes in peoples lives, i.e. the personal decision and influence over our own competing behaviors lead to defining themes, such as between Freedom and Conformity behaviors, we always seem to get the question “Who decides?”. When I am exhibiting Freedom behavior it is my will to decide by myself and reject all heteronymy. Therefore, I always battle external forces making the decisions for me.

The tool lends itself to a more structured approach to behavior investigation, spotting behavioral tensions within the people that are most important to a brand and to formulate a brand behavior response.

If you are interested in more information, please feel free to contact us.

moz-screenshot-2 HumanKind: Working on a typology of Human Behavior

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09

07 2010

What behavior are you trying to change, and how?

A colleague just forwarded me a great online tool from Dr. BJ Fogg from Stanford about the different ways that behavior can change - expressing the subtle but important ways that change is approached - whether it is new behavior, the duration of a familiar behavior or the cessation of a behavior.

behavior-grid What behavior are you trying to change, and how?

Interesting stuff, and useful for building strategies that can affect behavior through the understanding of exactly what you’re trying to accomplish.  We typically include lots of information about the behaviors we are trying to impact, but this grid assists in clarifying the comparison of the change in context of other behaviors.

Via Kristin A. Hayward

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03

05 2010

Figuring out the value of a fan

In their article, Facebook Fans Valued at $3.60 Each, Mashable’s Christina Warren reports on the latest study by Vitrue (also covered in this Adweek article - hmmm this topic seems to have a lot of people interested in it…) showing that the value of a fan can be expressed in “earned media” - or impressions for updates that post to your user’s news feeds.

It’s good to know that there might be some marketers who feel they can relax a little bit now - after all, impressions at least are relatively understood. But the really exciting thing is how much of an iceberg tip it really is - since the actions by users like Commenting, Likes, and Shares are also big influences, and probably still unknown - the blog post just hints at doubling or tripling the impact!

Vitrue is pretty forthcoming about the best practices that we have seen emerge, however, regarding deeper connections and better penetration - no surprise that relevant content, rich media and engaging Acts are the traits of more successful Pages.

It’s a cool time to be working in marketing - and a cool time to be working with clients to determine what the value of participation in the social space means for Brands and their consumers.

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15

04 2010

Influencers and what influences them

Interesting post on Influencers over at Techipedia - the author looks at influencers and the things that they say drive them to act.

There are some common threads, but the interesting thing to me is how diverse some views are.  Proving that there is no magic formula.  Sorry folks - to do it right takes Customization, Personalization and good old fashioned Relationship Building!

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08

04 2010

Marketing to Women

How many times has this topic been discussed?  Possibly more than any other.  But reading the Seven Principles for Marketing to Women on the Retail Customer Experience.com site, I was struck by how important it is to heed ‘the basics’ in our work with this half of the population.

gender_differences_150 Marketing to Women

I think the article is worth a read - and not just for retail insight.  Even in the realms of interaction design and channel strategy, we have to take the time to make sure we are viewing the decisions that women make through a lens of their priorities and values.

Or - do you think this model is outdated?  Are we seeing behaviors that are not always really there, and looking to evolutionary evidence to confirm our preconceptions?  (The author is a cognitive anthropologist but that doesn’t make him infallible!)

via: RetailCustomerExperience.com

Plus -  it looks like there is a page takeover ad running today on the site (and probably for the next few days) of Microsoft’s Embedded Retail Device technology that is super-cool.  Check that out as well!

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20

03 2010

Screw Madmen. Watch the real thing!

This is an old BBC documentary from 1967 about New York ad man Steve Frankfurt. I had the pleasure to work in his agency Frankfurt Balkind, when he had just left for new endeavours and only met him once. Anyway, this documentary is an amazing piece of advertising history, or nostalgia (depending of where you’re coming from). Apart from being a trip back in time, it lends itself greatly for some awesome quotes you might wanna use in your next client presentation. :-)

Thanks Andreas Combüchen for sharing!

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15

03 2010

World Women’s Day Historical Photography

Check out these photographic records of the heroines of the burgeoning women’s movement on indicommons.

3334194614_818fa45db0_m World Womens Day Historical Photography3065184717_d2e16cccd5_m World Womens Day Historical Photography

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09

03 2010

Bestiario: Benchmark Visualizations

Do you know bestiario.org? If you don’t you should check it out now. Bestario features the latest in visualization techniques, displaying boring data in mind-boggling arrangements

bestia1 Bestiario: Benchmark Visualizations

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23

11 2009