IMONAHORSE.

BESTPRACTICESFORUSINGTHEINTERNET
ANDSOCIALNETWORKINGSITEFORADVERTISING.

AThesis
Presentedto
TheGraduateSchoolof
ClemsonUniversity

InPartialFulfillment
oftheRequirementsfortheDegree
MasterofArts
ProfessionalCommunication

by
JessicaDuke
May2012

Acceptedby:
Dr.TharonHoward,CommitteeChair
Dr.SusanHilligoss
Dr.MartinJacobi

 UMI Number: 1512816

All rights reserved

INFORMATION TO ALL USERS

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In the unlikely event that the author did not send a complete manuscript
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a note will indicate the deletion.

UMI 1512816
Copyright 2012 by ProQuest LLC.
All rights reserved. This edition of the work is protected against
unauthorized copying under Title 17, United States Code.

ProQuest LLC.
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P.O. Box 1346
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 UMI Number: 1512816

All rights reserved

INFORMATION TO ALL USERS

The quality of this reproduction is dependent on the quality of the copy submitted.

In the unlikely event that the author did not send a complete manuscript
and there are missing pages, these will be noted. Also, if material had to be removed,
a note will indicate the deletion.

UMI 1512816
Copyright 2012 by ProQuest LLC.
All rights reserved. This edition of the work is protected against
unauthorized copying under Title 17, United States Code.

ProQuest LLC.
789 East Eisenhower Parkway
P.O. Box 1346
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 ii

Dedication

ThisisdedicatedtoDr.SusanHilligoss,whowaspatientand

understandingeverystepoftheway;Dr.MartinJacobi,whoshowedme

theimportanceofunderstandingthingsfrommorethanone

perspective;andDr.TharonHowardwhobelievedinmewhenfew

otherswould.

 iii

TableofContents

Dedication ........................................................................................................ ii

TableofContents ........................................................................................... ii

TablesandFigures .....................................................................................viii

ChapterOneIntroduction.........................................................................1

SocialMedia...............................................................................................................................2

SocialNetworks.............................................................................................................2

OnlineCommunities.....................................................................................................4

SocialNetworksvs.OnlineCommunities ...........................................................5

ImportanceofSocialMediaandMarketing.................................................................7

WhatisTwitter? ................................................................................................................... 10

WhatisaTweet?............................................................................................................... 16

OnConversation ................................................................................................................... 18

PreviousResearch ............................................................................................................... 19

PreviewofRIBS..................................................................................................................... 28

 iv

ChapterTwoMethodology .................................................................... 29

Methodology........................................................................................................................... 29

OperationalDefinitions........................................................................................... 29

Tweet............................................................................................................ 29

HashtagandUsername......................................................................... 30

Cases................................................................................................................................ 31

Analysis .......................................................................................................................... 33

WordCount .................................................................................................................. 36

NumericalCoding................................................................................................................. 37

Remuneration.............................................................................................................. 39

Influence ........................................................................................................................ 40

Belonging ...................................................................................................................... 42

Significance .................................................................................................................. 43

ThreatstoValidity ............................................................................................................... 45

WhatisRIBS? ......................................................................................................................... 47

Remuneration........................................................................................................................ 49

RemunerationDefined ............................................................................................ 49

RemunerationasanAnalyticalTool................................................................. 53

Influence .................................................................................................................................. 54

InfluenceDefined ....................................................................................................... 54

InfluenceasanAnalyticalTool ........................................................................... 60

Belonging ................................................................................................................................. 60
 v

BelongingDefined ..................................................................................................... 60

BelongingasanAnalyticalTool.......................................................................... 62

Significance ............................................................................................................................. 63

SignificanceDefined ................................................................................................. 63

SignificanceasanAnalyticalTool ..................................................................... 65

WhyRIBS ................................................................................................................................. 65

DeterminingBestPractices................................................................................... 68

ChapterThreeOldSpice......................................................................... 69

TwitterandOldSpice......................................................................................................... 75

StudyParameters................................................................................................................. 88

ResearchFindings................................................................................................................ 89

Remuneration.............................................................................................................. 89

Influence ........................................................................................................................ 91

Belonging ...................................................................................................................... 93

Significance .................................................................................................................. 94

ChapterFourMorganKaufmann......................................................... 96

TwitterandMorganKaufmann...................................................................................... 96

StudyParameters...............................................................................................................101

ResearchFindings..............................................................................................................102
 vi

Remuneration........................................................................................................... 103

Influence ..................................................................................................................... 105

Belonging ................................................................................................................... 107

Significance ................................................................................................................108

ChapterFiveConclusionsandBestPractices ...............................111

Overview................................................................................................................................112

ComparingOldSpicetoMorganKaufmann ...........................................................114

OldSpiceEachMonth ........................................................................................... 114

MorganKaufmannEachMonth........................................................................119

WhattheNumbersMean .................................................................................... 123

WordCount...........................................................................................................................125

Remuneration........................................................................................................... 126

Influence ..................................................................................................................... 129

Belonging ................................................................................................................... 130

Significance ............................................................................................................... 132

RIBSasaWhole ..................................................................................................................133

BestPractices.......................................................................................................................134

Speaktoaconsumer,notataconsumer...................................................... 135

Usecelebritiesandcelebritycharacters....................................................... 136

Createactive,engagingsocialexperiences ................................................. 137

 vii

Createsomethingmemorable........................................................................... 138

Beresponsive.Behonest..................................................................................... 139

Askforadviceanduseit ...................................................................................... 141

Convinceconsumerstobeadvertisers........................................................... 142

Haveaconversation .............................................................................................. 143

UtilizeeachelementofRIBS .............................................................................. 144

Conclusion.............................................................................................................................145

References....................................................................................................146

AppendixACodingofOldSpice.........................................................149

AppendixBCodingofMorganKaufmann ......................................286
 viii

ListofFigures

ChapterOne

Figure11:FourvariationsoftheTwitterlogousedtotweetawebpage. ............................. 13

ChapterTwo

Figure21:NavigationatthefooterofDell.com.Withinthebluehighlighted

sectionarethelinksrelatedtocommunity........................................................................... 52

Figure22:LadderofUsers ......................................................................................................................... 55

Figure23:Nationwidescommercialshowinghowtheconsumerisinfluencing

Nationwidesmarketingtechniques ............................................................................................ 59

Figure24:Windows7commercialfeaturingauserclaimingthatWindows7

washisidea............................................................................................................................................. 62

Figure25:Milkadvertisementfeaturingpopsinger,Rihanna ................................................... 64

ChapterThree

Figure31:OldSpiceCommercialStoryboard .................................................................................... 70

Figure32:GoogleSearchforOldSpice ................................................................................................. 71

Figure33:OldSpiceTwitterPage ........................................................................................................... 75

Figure34:OldSpiceTwitterPagewithGuides ................................................................................. 76

Figure35:VideoResponsetoaCelebrityTwitterUser................................................................. 84

Figure36:VideoResponsetoNonCelebrityTwitterUser .......................................................... 85

Figure37:VideoResponsetoAllOldSpiceTwitterUsers(CelebrityandNonCelebrity)86

Figure38:RemunerationScores.............................................................................................................. 90
 ix

Figure39:InfluenceScores ........................................................................................................................ 91

Figure310:BelongingScores.................................................................................................................... 93

Figure311:SignificanceScores ................................................................................................................ 94

ChapterFour

Figure41:MorganKaufmannTwitterPage........................................................................................ 97

Figure42:MorganKaufmannWebsite ................................................................................................. 98

Figure43:MorganKaufmannTwitterAvatar.................................................................................... 99

Figure44:MorganKaufmannWebsiteLogo ...................................................................................... 99

Figure45:WordCount .............................................................................................................................. 103

Figure46:RemunerationScores........................................................................................................... 104

Figure47:InfluenceScores ..................................................................................................................... 105

Figure48:BelongingScores.................................................................................................................... 107

Figure49:SignificanceScores................................................................................................................ 109

ChapterFive

Figure51:ComparingOldSpiceandMorganKaufmann ........................................................... 113

Figure52:MonthlyOverviewofRIBSUtilizationforOldSpice .............................................. 115

Figure53:MonthlyOverviewofRIBSUtilizationforMorganKaufmann........................... 120

Figure54:WordCount .............................................................................................................................. 126

Figure55:RemunerationScoreComparison .................................................................................. 127

Figure56:InfluenceScoreComparison............................................................................................. 129

Figure57:BelongingScoreComparison ........................................................................................... 130

Figure58:RemunerationScoreComparison .................................................................................. 132

 1

ChapterOneIntroduction

Thisbookisaboutsocialmediaandthestrategiestwocompanieshave

incorporatedutilizedtoincorporatesocialmediaintotheirmarketingstrategies.

Thisfirstchapterdefinessocialmediaaswellaspreviousresearchonsocialmedia

marketing.Thesecondchapterdiscussesthemethodandheuristicusedinmy

studyinordertodeterminebestpracticesforusingsocialmediaformarketing.The

thirdchapterfocusesonOldSpiceanditspairingofmanyformsofsocialmedia

withitstelevisionmarketingtocreateacommunityofusers.Thefourthchapter

detailstheuseofTwitterbyMorganKaufmannPublishing.Thefifthchapterisa

conclusionofmyresearchandoutlinesbestpracticesforsocialmediamarketing.

OnewordofcautionbeforeIcontinue;muchofmypreviousresearchis

utopianinthought,asistheconclusiondeducedfrommystudy.Asyouwillsee,

thereisgreatemphasisoncommunityandconversationwithinthiscommunity.

Thisispossiblyduetothecommunitybuildingemphasisofsocialmediaingeneral,

aswellastheabilityofsocialmediasitestoencouragecommunicationamongusers.

Thus,theconclusionsdrawnfrommystudyshouldbecorroboratedwithadditional

research.Additionally,furtherresearchisneededbecauseoftherelativelynew

additionofsocialmediatomarketingpractices.

SocialMedia

Socialmediaisanumbrellatermencompassingavarietyoftoolsincluding

socialnetworksandonlinecommunities.Essentially,socialmediaisawayfor

individualstoremainintouchwithotherindividualsaswellaswithcorporationsin

avarietyofnewways.Thiscanbedone,forexample,throughshortstatus

updatesonsitessuchasTwitter,Facebook,andLinkedIn;throughvideoorphoto

messagesonYouTubeandFlickr;orthroughrealtimeverbalorwrittenmessages

withinavirtualworldsuchasSecondLife.

AccordingtoZarella,theeightmostpopularformsofsocialmediaareblogs,

microblogs(Twitter),socialnetworks(Facebook,LinkedIn),mediasharingsites

(YouTube,Flickr),socialbookmarkingandvotingsites(Digg,Reddit),reviewsites

(Yelp),forums,andvirtualworlds(SecondLife)(3).Thisstudyfocusesonthe

popularmicroblogTwitter,andhowtwocompanies,OldSpiceandMorgan

Kaufmann,haveutilizedthisformofsocialmediatoremaininconstantcontactwith

theirusers.Thefollowingsectionsdiscusssocialnetworksandonlinecommunities,

anddescribehowthesetwophrases,thoughsometimesdeemedinterchangeable,

aretwoseparateentitiesdescribingtwoseparateusesofsocialmedia.

SocialNetworks

Socialnetworksputtheindividualattheforefront.Howardquotesboydand

EllisonassayingWedefinesocialnetworksitesaswebbasedservicesthatallow

individualsto(1)constructapublicorsemipublicprofilewithinaboundedsystem,

(2)articulatealistofotheruserswithwhomtheyshareaconnection,and(3)view

andtraversetheirlistofconnectionsandthosemadebyotherswithinthesystem.

Thenatureandnomenclatureoftheseconnectionsmayvaryfromsitetosite(13).

Whatthismeansisthatsocialnetworks,suchasFacebookandLinkedIn,areuser

centeredendeavorsallowinganindividualtoshareinformationaboutthemselves

withotherusers.Thisseems,tosome,tobenarcissisticinnature.Social

networkingsites,however,seemtobelessnarcissisticinlieuofmoreinteractive

conversationsamongusers.AccordingtoZarella,asocialnetworkisawebsite

wherepeopleconnectwithfriends,boththosetheyknowofflineandthosewhoare

onlineonlybuddies.Socialnetworkingsitesareahottopicformarketers,asthey

presentanumberofopportunitiesforinteractingwithcustomers,includingvia

pluginapplications,groups,andfanpages(53).

Socialnetworksareplacesinwhichuserscancongregate,connect,and

participateinmanycommunitiesinthenetworkatthesametime(Howard,11).

Here,Howardisdescribingtheabilityofuserstocongregateandparticipatein

nichecommunities,suchasthosefordoglovers,atthesametimeinwhichtheyare

congregatingandparticipatinginamoregeneralcommunity,suchasagroupof

userswithinthegeneralpopulation.Anetworkthatallowstwosuchcommunities

toexistoffersusersachancetocommunicatenotjustwithotherlikeminded

individualssharingasimilarpassion,suchasdogsinthisexample,butalsowiththe

generalpublic,suchasindividualswholivedownthestreetorevenindividualsthat

liveontheothersideoftheworld,regardlessofanysharedinterest.Toputit

simply,socialnetworks,accordingtoZarella,consistoftheactoftwopeople

connecting(59).Thus,socialnetworkingisaboutbuildingarelationshipwith

anotherindividual.Assuch,itismoredifficult,thoughnotcompletelyimpossible,to

utilizesocialnetworkingtoengagemultipleusersinanongoingconversationwith

eachotherandwithcompanies.

OnlineCommunities

Onlinecommunitiescontainthreeessentialcomponents:collaboration,

cooperation,andconversation.Thesethreeabilitiesarevitaltoanonline

communityssuccessandsurvival,anditisdifficultforonetoexistwithoutthe

other.AccordingtoHoward,onlinecommunitiesarestructuredaroundashared

purposeratherthanonetoonerelationships(11).Additionally,BussandStrauss

defineanonlinecommunityasagroupofpeoplewhoregularlyinteractwitheach

otheronawebsite.[][P]eoplejoinanonlinecommunitytomeetothers,andthe

specificactivitiestheyengageinareoftensecondary(5).Basedonthese

definitions,itisimportanttonotetheemphasisonwhatHowardcallsshared

purposesandBussandStrausscallspecificactivities,asachievingthesegroup

goalscouldnot,andwouldnot,occurwithouttheuseofcollaboration,cooperation,

andconversation.Itisalsoimportanttonotethatforindividualstointeractwithin

agroupinordertosuccessfullyachievethesegoals,itisessentialfortheindividuals

tointeractonaoneononebasisbeforeanygroupconsiderationscanbemade.

Thus,anonlinecommunitymustbeabletoallownotjustgroupcommunication,but

alsothetypeofindividualizedcommunicationemphasizedinsocialnetworks.

TheCluetrainManifestodiscussesatlengththeimportanceofconversation;

theInternet,andonlinecommunitiesespecially,havemadeitpossibleforhuman

voicestobeheardagain,howeverdifferenttheymaybefromthecautious,insipid

pabulumofmainstreambroadcastmedia.[]Theaudienceislisteningbecause

peopleareattractedtopreciselythedifferencetheNetprovides:thesoundofa

millionconversations(Locke,Levine,Searls,&Weinberger,38).Thisideaof

conversationisoneofthemaintenetsfoundthroughoutthisresearchshowingthat

itisindeedoneofthemostimportantfactorsdrivingsocialmediamarketing.Many

researchersrepeatedlydiscussthisideathroughouttheirworkandalludetothe

ideathatquitepossiblythemostimportantthingtheInternet,andthusonline

communities,hasaffordedus,asusers,istheabilitytohaveconversation,bothwith

otherindividualsaswellaswithgroupsofpeopleandevencorporations.Such

conversationscanallowcollaborationandcooperation,andwithoutthesethree

elements,onlinecommunities,andpossiblytheInternetitself,wouldceasetoexist

asitdoesnow.

SocialNetworksversusOnlineCommunities

Socialnetworksandonlinecommunitiesaresimilarinthattheyconnect

userstooneanother.Thedifferencebetweenthemliesinhowusersareconnected

withinthesetypesofsocialmedia;Insocialnetworks,usersarelooselyconnected

totheirfriendsandtiesamongauserandtheirsecondarylinks,orfriendsofa

friend,arenotasstrongastheyareinonlinecommunities.Additionally,members

ofanonlinecommunityarethereforasharedcommongoalwhereasinasocial

network,membersarethereforthemselvesworkingtowardapersonalgoal.

Therefore,conversationsamonglargegroupsofpeoplearestrongerandmore

tightlyconnectedinanonlinecommunityasopposedtoasocialnetwork,leadingto

higherratesofsharingandcooperationamongmembersworkingtowardtheir

sharedgoal;Essentially,conversationsamongthosewithinanonlinecommunity

aremorefocuseduponagroupgoalwhileconversationswithinasocialnetworkare

muchlessfocusedandleadmanytonoticemorenarcissismwithinasocialnetwork

asopposedtoanonlinecommunity.

Additionally,bothtypesofsocialmediaallowtheusertocreateandshare

content.Thedifferencehereliesinwhathappensafterausersharestheircontent.

Onceausersharescontentinanonlinecommunity,collectiveactionshouldbe

takenandthecommunitywillneedtocooperateinordertoachievethecommon

goallaidoutbythesharedcontent.Inasocialnetwork,however,oncecontentis

shared,itends.Thereisnocollectiveactionorcooperationleadingtoacommon

goalstemmingfromthesharedcontent;itismerelythereforanotherusers

consumptionatthewilloftheotheruser.Basically,contentissharedinanonline

communityinordertopromotesomepreviouslyagreeduponsharedgoalwithin

thecommunity,whilecontentthatissharedonasocialnetworkisdonesowith

littletonointentupontheposterforpromotinganysharedgoalwithinthe

community.Thus,itisessentialtodiscusssocialmediautilizingtheappropriate

verbiage,onlinecommunitiesorsocialnetworks.

ImportanceofSocialMediaandMarketing

Socialmediaisremovingtheboundariesofthepastthathinderedindividuals

fromcommunicationwithmanypeopleatonce,aswellascommunicationamong

individualsfacinggeographicandtemporaldifferencesfromoneanother.Before

socialmedia,includingemail,itwasdifficult,ifnotimpossible,togetamessage

quicklyfromRhodeIslandtoJapan,forexample;usingthetelephonewasexpensive

anditcouldtakeweeksforalettermakeitfromsendertoreceiveracrosssucha

distance.However,withsocialmediathatcommunicationisalmostinstantaneous.

AsShuenputsit,onlineisasmallworld.Withjustafewclicks,userscanreach

peopletheywanttoknow(73).Essentially,anyuserfromAmericasearchingfora

jobinJapancaninstantaneouslymeetrecruitersandpotentialemployersinJapan

viaanynumberofsocialmediasites,andcanconversewiththemattheclickofa

button.

Anotherwaysocialmediaischangingthewaypeopleconducttheirdaily

livesinvolvesthenews.AccordingtoShirky,untilrecently,thenewshasmeant

twodifferentthingseventsthatarenewsworthy,andeventscoveredbythepress.

Inthatenvironmentwhatidentifiedsomethingasnewswasprofessionaljudgment

(64).Nowthatsocialmediaarefirmlyinplace,individualscangettheirnewsfrom

anysource,beitaprofessionalnewssourcesuchastelevision,newspaper,oran

onlineversionofthesemedium,orfromalocalblogwrittenbyaneverydaynon

professionalspecializinginnothingbuttalkingabouteverything.Agrowing

numberofindividualsarecurrentlytradingintheirtraditionalnewsmediainfavor

ofmoreindividualizednewsviasocialmedia;Becauseofthis,newscanbreakinto

publicconsciousnesswithoutthetraditionalpressweighingin.Indeed,thenews

mediacanendupcoveringthestorybecausesomethinghasbrokenintopublic

consciousnessviaothermeans[emphasisinoriginal](Shirky,64).News,as

informationdistributedbyreputablenewsgatheringsources,isnolongerwhat

othersdecideitis;newsisnowwhatwe,asindividualsparticipatinginsocialmedia,

decideittobe.Wecantalkaboutwhatinterestsusand,throughsocialmedia,we

canfindothersthataretalkingaboutthesamethingsandwecanshareinformation

fasterthantraditionalnewsmedia.Thus,socialmediaisaboutmorethanjust

keepingintouchwithfriends;socialmediaisaboutconnectingwithotherusers

aboutdailyhappeningsaswellasnewsworthytopicsasdecideduponbytheuser.

Athirdchangebroughtaboutbytheintroductionofsocialmediatomass

audiences,aspossiblythemostpertinenttomystudy,isthechangeinadvertising.

AdvertisingonlinehasbeendonesincethedawnofcommerciallyavailableInternet;

however,thewaysinwhichtoadvertiseonlinehavesignificantlychanged.Many

sitestodaystillofferbanneradvertisements,usuallydisplayedatthetopofaweb

page,whichareonlinepromotionaladvertisement[s][]analogoustoaprint

advertisement[s].Clickingonabanneradgenerallytakestheviewertothesponsor

companyswebsite(Adamson,26).However,asBussandStraussexplain,todays

typicalInternetuserhasdevelopedwhatisnowtermedbannerblindnesswherea

userhaslearnedtoignoreadvertisements.[They]notonlyignoreads,butthey

alsoignoreallwebsiteelementsthatlooklikeads(146).Thisbeingthecase,itis

imperativeforadvertiserstoreinventtheiradvertisingpracticesonline.

TheOnlineAdvertisingPlaybook,producedthroughTheAdvertisingResearch

Foundation,illuminatesseveralexamplesofcompaniesintegratingmanyideasin

HowardsDesignToThriveinordertoreinventtheironlineadvertisingpracticesin

thehopesofincreasingtheiradrevenue.OnesuchexamplefromPlummer,

Rappaport,Hall,andBaroccireferstoasocialnetworkbuiltforyoungteenagersby

thecarcompany,Scion,inwhichuserscouldcustomizeandpurchaseonlineScion

vehiclesandusethemwithinthiscommunity;ScionthenpairedwithToyota

FinancetoallowthecitizensofthisonlineworldtopurchaseanonlineScion

whilegivingobjectlessonsoncreditscores,salescontracts,downpayments,

interestrates,leasing,andpaymentplans(65).Accordingtotheresearch

conductedbyTheAdvertisingResearchFoundation,youngteenagersutilizingthis

socialnetworkbecamemoreawareoftheScionbrandandbegantalkingaboutit

moreoftenandinmorefrequencythanbeforethestartofthisnetwork.Thus,Scion

hadcreatedbrandawarenesswhileattemptingtoteachtheiryoungusersaboutthe

responsibilitiesofowningavehicle.Theeffectsofthisonlineadvertisingarethus

twofold;asthisexampleshowshowadvertiserscan,anddo,integratesocialmedia

 10

successfullyintotheirmarketingstrategiestocreatelastingeffectsuponpotential

consumers.

Additionally,thisresearchlooksathowhumorandabsurdisttheaterwithin

advertisingcanaidincreatingamemorableonlinepresencelongafteran

advertisementisremovedfromtelevision.Havinganadthathasstayingpower

onlineisnowcrucialintheInternetage.Thisideaisnotnewtomarketing

strategists;oneonlyneedstolooktoTheColbertReport,startedin2005,orThe

DailyShow,startedin1996,toseethathumorandabsurditywhenpresentingan

ideaisanimportantandusefulstrategyinwhichtodrawayoungercrowdtokeep

theminformed.Whatisnewaboutthisidea,andofutmostimportanceto

marketers,isthehowofproperlyexecutingsuchastrategy.Manyotherfailed

attemptsathumorousandabsurdadvertisingshowthatmarketersneedtoplace

moreintheirarsenalthanjusthumorandabsurdity.Thisstudyaimstoilluminate

strategiestomakesuchacampaignworksuccessfullytoraisebrandawareness,to

promptanincreaseinprofitmargin,andtointensifycustomerloyalty.

WhatisTwitter?

Twitterisoneofthemostpopularmicrobloggingsitestodate;microblogs

couldquicklybecomeafavoriteamongsocialmediausersbecauseofitseaseofuse

andhowquicklymessagescanbesenttothemasses.AccordingtoRyanandJones,

microblogssuchasTwitterareessentiallyashortmessagebroadcastservicethat

 11

letspeoplekeeptheirfriendsuptodateviashorttextposts(166).Whatthis

meansisthatTwitterisaquickwaytoletthoseinacommunityknowwhatis

happeninginausersworld.Thesepostscouldbeseeminglymundaneupdates

aboutauserslife,suchaswheretheyatelunchorwhotheymetforcoffee,in

additiontomarketingcenteredupdatessuchascouponsanddiscountsofferedfor

Twitterusers.Eachuserdecideswhichotherusersandcompaniestheywillfollow,

thusallowingeachusertheabilitytoseeupdatesonlyfromthosepeopleand

companiesaboutwhomtheywanttoknowmore;thisdiffersfromothersocial

mediasitesinwhichauserisshownupdatesfromeachpersontheyfollowaswell

aseachpersonthatfollowsthem.

Also,Twitterhasbecomeahubofsortsforsocialmediausersallowing

themtobeablequicklyandefficientlytoconnectwithotherpeopleina

conversationaboutanythingtheywanttodiscuss.Twitterisabletocrossmany

platformswithinsocialmedia,allowinguserstomicroblogonTwitterandhave

thatmicroblogsentasastatusupdatetoothersocialmediaaccounts,suchas

FacebookandLinkedIn.Asstatedabove,Twitterisawaytoupdateotherusers

aboutmundane,aswellasimportant,matterswithinapersonsoracompanys

existence.Formanyusers,whenyoureceivefrequent,shortupdatesfromthe

peopleyoureconnectedto,youbegintogetafeelforthem,todevelopabetter

understandingofwhattheyreallabout,andtofeelastrongerconnectionwith

them[emphasisinoriginal](RyanandJones,166).Therefore,havingTwitter

updateothersocialmediasitesallowsausertoreachmorepeoplewithoneupdate,

 12

thusreinforcingconnectionsamongusers.Thisisimportantforacompanybecause

itcanhelptosolidifyapersonsunderstandingofacompanyanditsproduct,thus

havingthepotentialtoincreaseapersonsloyaltytoacompany.

AthirdfeatureofTwitterisitsabilitytoallowitsuserstoincludelinks

withinatweet(seethenextsectionbelowforadefinition)thatleadstoanexternal

site.Theselinkscanleadtooneoftwotypesofcontent;thefirsttypeofcontentis

originalcontentwhichisanythingcreatedbythepostinguser.Thesecondtypeof

contentisanythingcreatedbyanotheruser(s).Theselinksareusuallyposted

becauseauserfindsthecontentusefultothecommunityinwhichtheybelong.

LinkingtoexternalsiteswithinTwitterisnotaonewaystreet;usersofmanyother

socialmediacanshareanexternalsiteslinktoTwitterfromthatexternalsite.

Manywebsitesnowcontainanimage(seeFigure11below)thatallowsauserto

postalinktothatparticularwebpageontheusersTwitteraccount.Thisallowsa

usertotweetthisextraneouscontentwithoutthenecessityofcopyingandpastinga

URL,whichenablesthecompanyaquick,efficientwaytoreachmoreconsumers

throughwordofmouthadvertisement.

 13

Figure11:FourvariationsoftheTwitterlogousedtotweetawebpage.

AnimportantfeaturebuiltintoTwitterssiteisasectionknownastrending

topics;inthissection,analgorithmisusedtoselecttopicsaboutwhichlarge

numbersofusersaretweetingthatmightbeofinterestotherusers.Thispage

showsusersthesetopics.Thus,havingthispageallowsausertheopportunitynot

onlytoviewconversationsonaparticulartopic,suchasanupcomingpresidential

electionorthemostrecentnaturaldisaster,butalsotoparticipateinthe

conversation.AccordingtotheHelpsectioninTwitter,thetrendingtopicssection

iswhatthemostamountofpeoplearetalkingaboutfromnewsstoriestothelatest

buzzaboutmoviesormusic,thetrendingtopicsreflectwhatnewornewsworthy

 14

topicsareoccupyingthemostpeoplesattentiononTwitteratanyonetime

(http://support.twitter.com/articles/101125abouttrendingtopics).Asstated

above,newsisquicklybecomingwhatusersdeemnewsworthy;Twitterisawareof

thisneedforuserstodecidewhatisnewsforthem,andhaveincorporatedthis

sectionintotheirservicetofulfillthisneed.Forthisreason,theTrendingTopics

sectionisvitalformarketingbecausedebutinganewproductonTwitter,oratleast

talkingaboutanewproducttodebut,isusefulforacompanysfollowersaswellas

thosewhomaynotbefollowingacompanyyetifenoughusersaretweetingabout

anewproductandthediscussionlandsthetopiconthispage,anexponential

amountofusershavetheopportunitytoreadabout,andjoininon,the

conversation.

InorderforcompaniestolandatopicontheTrendingTopicspage,a

companycantakeoneoftwoavenues;thefirstistopaytohavetheirtopicdebuted

asasponsoredtrendingtopic.Asponsoredtopicusuallyshowsatthetopofthe

TrendingTopicspage,andhasamarkerindicatingthatthecompanyhaspaidfor

thespotwithintheTrendingTopicspage.Thesecondwayacompanycanlandon

theTrendingTopicspageistohaveenoughuserstweetingaboutthecompany

thatitlandsonthispageorganically.Manycompaniesthatlandonthepageof

trendingtopicsthushavetheopportunitytogrowalargeruser/consumerbase.A

wordofcautionregardingthesetwomethods;muchlikeabanneraddora

sponsoredresultinaGooglesearch,manyusersautomaticallyskipoversponsored

 15

results.Therefore,ifacompanyistosucceedinutilizingtheTrendingTopics

page,anorganictopicmaybemoreusefulasopposedtoapaidtopic.

ThedownsidetotheTrendingTopicssection,thoughimportantanduseful

formarketing,isthatitmaynotbeasusefulorhelpfultoamarketersneedsas

genuinewordofmouthfromTwitterfollowers.Asstatedabove,inadditionto

beingallowedtofollowothers,Twitteralsoallowsotheruserstofollowyou.It

isimportanttonotethatsomeofthesefollowersareindeedreallifefriendsofthe

persontheyarefollowing.Thus,ifacompanysfollower(s)retweetsacompanys

tweet,theindividualusersfollowers,sometimestheirreallifefriends,canseethe

companysmessage,allowingformoredialogueamongacompanyanditsfollowers

andcouldbefollowers.Sincepeopletrusttheirreallifefriendsand,manytimes,

theironlinefriendsaswell,utilizingthisviralwordofmouthisparamountina

Twittercampaign;ifauserfindsatweetimportantoruseful,thatusercanretweet

itwhichwillshareitwiththeirfollowers(seethenextsectionbelowforamore

thoroughexplanationofaretweet).Thosefollowerscanthenretweetthe

informationaswell,thusallowingtheirfollowerstoseetheoffer;thiscanquickly

gainmomentumandanexponentialnumberofusershavetheabilitytonotonlysee

acompanystweet,butalsotoshareitwiththeirfriends.Gladwell,inTheTipping

Point,discusseshowthistypeofepidemic,touseGladwellsterm,cancreatesuch

anexponentiallygrowingamountofviewersandpotentialusersofacompanys

productsorservices.Allowingthistooccurismoreorlessfreemarketingfora

company,sincethecostofpostingatweetisminimalatbest,andthistypeof

 16

marketingworksmoreeffectivelythantraditionalmarketingbecausethe

informationiscomingfromafriendintheformofaretweetasopposedtoa

marketingcompanypresentingauserwithunsolicitedproductinformation.

Additionally,tweetshavethepotentialtocreateadialoguebetweenauser(s)

andacompany;theknowledgegleanedfromknowinghowusersareinterpreting

andretweetingacompanysmessagecangiveamarketerinvaluableinsightinto

howtheirusersoperate,whatusersthinkoftheirproductsorservices,andhow

usersarecommunicatingwiththeirfriendsaboutsuchproductsorservices.The

importanceofdialogueandconversation,asIusethoseterms,willbediscussedin

greaterdetaillaterinthischapter.

WhatisaTweet?

AccordingtoDanZarellainhisbook,TheSocialMediaMarketingBook,a

tweetisa140characterorlesstextmessagepostedtoTwitter(39).Forthis

study,Iwillrefertoatweetasthe140charactersallowedbytheservice,aswellas

thetypeofcontentlinkedtowithinatweet.NotethatIincludethetypeofcontent

linkedtowithinatweet,butnottheactuallinkedcontent.Forexample,alink

embeddedwithinatweetleadingtoanonlinegamewascodedascontainingan

onlinegame,buttheonlinegamecontentwasnotcoded.Withinsomeoftheselinks

embeddedinatweet,ausercanviewdynamicallycreatedcontentthatis

continuallychanging.Thisextraneouscontentissometimesviewablewithoutthe

necessityofauserchangingthepage.Thus,thiscontentisnotpartoftheoriginal

 17

contentlinkedtowithinaparticulartweet,andwasnotviewedorcodedinthis

study.Forexample,YouTubeprovidesuserswiththeoptiontoviewcontentthatis

similartothecontentmostrecentlyviewedwithouthavingtonavigatetoanew

page.Thisadditionalcontentwasignoredbecausetheusersviewingofitwasnot

directlyrelatedtotheoriginalmarketingintendedbythetweet;thisisbecause,in

thisexample,YouTubegeneratesthiscontentdynamicallyandtheextraneous

contentmaychangefromonedaytothenext,andsometimesevenoneminuteto

thenext.

Additionally,retweetspostedbyeachcompanywereincludedwithinthis

study.Aretweetis,initsbasestterms,arepostingofapreviouslypostedtweet.I

chosetoincludethistypeoftweetbecauseacompanyhasthepotentialtoalterhow

theyareperceivedbytheirusersthroughtheirchoiceofwhichtweetstorepost.

Thus,originaltweetedcontentaswellasretweetedcontentpostedbyacompany

canconveyimportantaspectsofacompanyanditsproductsorservicesinaddition

tocreatingorenhancingitsbrand.Essentially,acompanyoranindividualwill

retweetcontentthatisinlinewithhisorherownwayofthinking,andthatwill

reinforcetheiridentityamongtheirfollowers;additionally,theoriginalposterofthe

contenthastheopportunitytoseetheirideasandthoughtssharedbyacompany,

thusallowingauseremotionalgratificationthatothersappreciatetheircontent

 18

OnConversation

Thenotionofconversationisoneofdebate;forthisstudy,however,Iusethe

termconversationtomeananinterchangebetweentwoparties.Asseen

throughoutmypreviousresearch,Iusethisdefintionofconversationbecauseofits

usebyprofessionalswithinthefield.Conversation,inregardstothisprevious

research,doesnotmeanacompanyneedstobesincereorhonestwithaconsumer.

Thisdoesnotmeanacompanycannotbesincereorhonestwithitsconsumers;

however,consumersmaybewaryofacompanyanditsmotives,thustheymight

haveadifficulttimebelievinginthehonestyandsincerityofacompany.

ThemetaphorofconversationIutilizeinmyresearchisanotherwayof

sayingacompanyisresponsive;accordingtothepreviousresearch,acompany

mustbewillingtoberesponsivetoaconsumer.Thisisaconsiderablechangefrom

theoldwaysofmarketing;beforesocialmedia,marketingwasonewayfromthe

companytotheconsumerwithlittletonoopportunityfortheconsumertorespond

toacompanyanditsmessage.However,withtheadventofsocialmedia,marketing

isquicklybecomingtwowaywithanexchangeofinformationandideasbetween

thecompanyandtheconsumer.

Socialmediahasintroducedthismetaphorofconversationintomarketingby

allowingaconsumertorespondinthistwowayinterchangewithacompany.

Throughthisconversation,acompanycanberesponsivetotheirconsumersby

theirwillingnesstorespondtoconcernsandcomplaintswithoutbecoming

defensive,aswellasacceptingresponsibilityforwhatthecompanydoes,both

 19

positiveandnegative.Itisimportanttonoteherethatacompanymustbewillingto

beresponsive;conversationwillnotworkifacompanyisforcedtoaddressa

consumersconcernsorcomplaintsasopposedtoacompanythatwillingly

addressesthoseconcernsorcomplaints.Itisthisgiveandtakebetweenacompany

andaconsumerthatisthebackboneofwhatpreviousresearchhasdubbed

conversation.Thus,responsivenessiskeytotheideaofconversationasIhave

defineditinthisstudy,aswellashowpreviousresearchershavedefinedthe

concept.

PreviousResearch

Letmebeginbystatingtheobvious:marketingisaboutacompanysbottom

line;advertisingexistsforthesolepurposeofincreasingacompanysrevenue.

AccordingtoGodin,therearethreestagesrelatedtoadvertisingshistory:before

advertising,duringadvertising,andafteradvertising;hedefinestheseasfollows:

BeforeAdvertising,therewaswordofmouth.Productsandservices

thatcouldsolveaproblemgottalkedaboutandeventuallygotpurchased.

[]

DuringAdvertising,thecombinationofincreasingprosperity,

seeminglyendlessconsumerdesire,andthepoweroftelevisionandmass

medialedtoamagicformula:Ifyouadvertiseddirectlytotheconsumer

(everyconsumer),saleswouldgoup.

 20

[]

AfterAdvertising,werealmostbackwherewestarted.Butinsteadof

productssucceedingbyslowandawkwardwordofmouth,thepowerofour

newnetworksallowsremarkableideastodiffusethroughsegmentsofthe

populationatrocketspeed.

FromPurpleCow,page5.

ThoughGodinpositsthistrinityofmarketingasanexplanationfor

marketingsevolution,Ifearitisnotthatsimple.Marketingismoreofanevolution

whereinnewmeansofadvertisingreplaceoldoutdatedmodels.Thereisnobefore

orafteradvertising;advertisingjustexists.AstheauthorsofTheCluetrain

Manifestodiscuss,theoldmodelofadvertisingisexactlyhowGodindescribesthe

beforeadvertisingperiod:advertisingwaswordofmouth;advertisingconsisted

ofstoriesoflife,love,andfarofftravelssharedwithinthemarketplaceaspeople

soldtheirwares.Soon,newtechnologiesappearedthatallowedcommunitiesto

growupandtogrowout,expandingintonewterritories.Thisexpansionallowed

theoldmarketplacetoslowlyevolveandgrowwiththecommunity.Associety

grewandmorenewtechnologiesappearedallowingsuchmarketplaceevolution,

marketingbecamelessaboutpersonalstoriesandmoreabouttargetingproductsto

agroupofpeopleinsteadofconversingwithoneindividual.Now,withsocialmedia,

thereisanopportunitytoevolveadvertisingonceagain;thistime,theold

advertisingistelevision,radio,andnewspaper.Aswitholdermodelsofadvertising,

itmaytakedecadesorevencenturiesinorderforcurrenttypesofadvertisingto

 21

evolveintothenewesttypeofmarketing.AsLocke,Levine,Searls,andWeinberger

putit,onceanintrinsicpartofthelocalcommunity,commercehasevolvedto

becometheprimaryforceshapingthecommunityofnationsonaglobalscale.[]

Theslowpaceofthishistoricchangehasmadeitseemunsurprisingtomanythat

peoplearenowvaluedprimarilyfortheircapacitytoconsume,astargetsfor

productpitches,asdemographicabstractions(23).

Thisbringsustothehereandnow,wheresocialmediaisthenextlogical

stepintheevolutionofmarketingwhereinconversationisreintroducedtothe

advertisingequation.Socialmediaisthenextlogicalstepinthisevolutionbecause

ofthisreintroductionofconversationbackintoadvertising;inGodinsTribes,he

statesthatmarketingusedtobeaboutadvertising,andadvertisingisexpensive.

Today,marketingisaboutengagingwiththetribeanddeliveringproductsand

serviceswithstoriesthatspread(1516).Thoughusingsocialmediaformarketing

isstillexpensive,withthecontinuedneedtoengageamarketingteamaswellasa

teamofwriters,itismorecosteffectiveasopposedtotraditionalmarketingwhich

chargeseachtimeamessageissenttothepublic.Essentially,marketingwaseasier

andcheaperwheneveryonecouldtalktooneanotherandtheytrustedeachother

toknowwheretogetthebestpriceonacertainproduct.Massmarketingremoved

thatconversation,andthusthetrust.Thoughotherfactorshaveanimpacton

marketing,itisimportanttonotethatsocialmediamaybeabletobringthenotion

ofconversationbacktothetablewhilepotentiallyreducingacompanysmarketing

costs.

 22

Responsivenessbetweenacompanyanditsconsumersiswhatcouldmake

thisupdatedversionoftheoldmarketplacework.Responsiveness,asstatedabove,

referstoacompanyswillingnesstoresponddirectlytoconsumersinawaythat

consumersandothercompaniescanviewandrespondtoaswell.This

responsivenessallowsconsumersawayinwhichtheycancomplimentacompany

orcomplainaboutacompanyinapublicarenathatissearchableandviewableby

others.Jarvisexplainswhatthisresponsivenesscouldmeanforthefuture:

Aswithfreespeechitself,Hourihanwrote,whatwesayisntasimportant

asthesystemthatenablesustosayit.

Thissystemrequiresthateverythingaboutyou,yourproduct,your

business,andyourmessagehasaplaceonlinewithapermanentaddressso

peoplecansearchandfindyou,thenpointtoyou,respondtoyou,andeven

distributewhatyouhavetosay.[emphasismine]

FromWhatWouldGoogleDo?,page25.

Itisthisresponsivenessthatmaydriveconsumerstochooseoneproductover

another.ItisthisresponsivenessthatdrivesHowardsbook,DesigntoThrive;time

andagainHowarddescribeshowaconversationwithconsumersthroughsocial

mediacanshedlightonproblemswithaproductorservice,cansparkideasfornew

productsorimprovementstoexistingproductsorservices,andcanallowa

consumertohaveleverageaboutthatwhichtheyconsume.Thus,participatingin

thistypeofresponsiveconversationisinthecompanysbestinterestbecausegiving

aconsumertheabilitytoparticipehasthepossibilitytoincreaseacompanys

 23

revenueandtocreatealoyalcustomerwhowillreturnagainandagaintospark

newdiscussionsandtopitchmoreideasthatheorshewouldbewillingtopayfor

weresuchanideacommerciallyavailableaswellasadvocatefortheproductinan

attempttopersuadefriendstoadvocateforandtopurchasetheproductaswell.

IwillreturnonceagaintoTheCluetrainManifestobecause,muchlikethe

ProtestantReformationandMartinLuthersnailingofhis95thesestothedoorsof

theCatholicChurch,itisaprotestofonlinemarketingwrittentenyearsago.Then,

advertisersweretakingtelevisionandprintadvertisingandsimplyplacingitonline

withtheexpectationof,andwiththehopefor,usersviewingtheadvertisementsto

simplytakethematfacevalue.Whatadvertisersfailedtotakeintoconsiderationat

thispointintimewashowpeoplewereusingtheInternet.Peoplewereusingthe

Internetasmorethanjustanextensionoftangiblemarketplaces;theywereusingit

tocommunicatewithoneanother.TheInternet,amongotherthings,canbeaplace

ofandforconversation;thus,utilizingonlinesocialmediaappropriatelyisan

opportunityforadvertiserstoengageandcommunicatewiththeirconsumers.The

Manifestostatesthatthefuturebusinessofbusinessesthathaveafuturewillbe

aboutsubtledifferences,notwholesaleconformity;aboutdiversity,not

homogeneity;[]abouttellingthetruth,notspinningbiggerlies;aboutturning

peopleon,notpackagingthem;andperhapsaboveall,aboutbuildingconvivial

communitiesandknowledgeecologies,notleveragingdemographicsectors

[emphasismine](27).UnfortunatelyforTheAdvertisingResearchFoundation,they

haveeithernotseenorunderstoodthismessage,astheydevotemuchoftheirbook,

 24

TheOnlineAdvertisingPlaybook,todiscussionsarounddemographicsectorsonline

andhowtomarkettothosesectors.Thatistosaythatdemographicsectors,though

important,arenotthewholestrategytobeutilizedinadvertising;buildinga

relationshipwithonesconsumersbyopeningchannelsofcommunicationiseasier

andlesscostlytodaythanitwasyearsagobecauseofsocialmedia,andcompanies

couldbenefitfromtheirutilization.

CharlesLarson,anauthorwhostudiesandwritesaboutpersuasive

communication,understoodwhattheauthorsoftheManifestopostulatedandhe

wrotethat,perhapsthemostsignificantcontributionoftheInternetistothe

redistributionofthecontrolofinformation(330).Thoughthisredistributionof

controlisnewtoadvertisersoftoday,itharkensbacktotheoldmarketplace

describedabove.Arecurringthemeinallofthisistheideaoftrust;trustisessential

whencontrollinginformationand,asJarvisstates,themoreyoucontrol,theless

youwillbetrusted;themoreyouhandovercontrol,themoretrustyouwillearn.

[]Beforethepubliccanlearntotrustthepowerful,thepowerfulmustlearnto

trustthepublic(8283).Itiseasytosee,fromthisidea,thatsocialmediacanhelp

companiesgiveovermorecontroltoconsumers,thusallowingacompanytoearn

itsuserstrust.

LarsongoesontosaythattheInternetisapowerfultoolforconsumersin

partbecauseofconversation,butalsoinpartbecauseinformationismadeavailable

immediatelyregardlessofthetimeofdayorlocationofitsconsumer.Sucha

constantstreamofinformationallowsconsumers[tobe]moreinformedwhenthey

 25

meettheirpersuaders[marketers]whichmeansthatpersuadersmustbebetter

informed(333).Thisisnottoproposethatweteachmarketerstobebetterat

spinningbiggerlies,however;theauthorsoftheManifestomaintainthat

marketinghasbeentrainingitspractitionersfordecadesintheartof

impersonatingsincerityandwarmth.Butmarketingcannolongerkeepup

appearances.Peopletalk[emphasismine](81).Somedisputethisnotionasmere

misinformation,asacompanycansaywhatevertheywantandnoonewillbethe

wiser;however,associalmediagrowsandincreasinglylargenumbersofpeople

findtheirvoiceandbegintalkingtooneanotherwithinsocialmedia,theliesand

misinformationfedtothepublicbyacompanywillmostlikelybediscovered,and

thecompanysreputationwillbeseriouslydamagedbyindividualstalkingabout

thismisinformation.Jarvismakesthispointinhisbook,WhatWouldGoogleDo,

abouthismisfortunewithaDellcomputer.Oncethecompanystartedspinninglies,

Jarviswroteabouthisexperienceonhisblogandsoonhadhundreds,ifnotmillions,

ofunhappyDellcustomerstalkingaboutsimilarbadexperienceswiththecompany.

Manyboycottedthecompanyandconvincedfriendstoboycottthecompanyaswell,

whichresultedinaprofitlossforDell.Jarvisgoesontoexplainthathe,oncean

advocateandloyalcustomerofDell,hasnowswitchedtoadifferentcomputer

companybecauseofDellslackofresponsivenesstoanissuewithhiscomputer.

Thispointisagainmadeclear,especiallyastheimportanceofconversationinsocial

mediaisconcerned,asRyanandJonesstate,throughblogs,wikis,social

bookmarking,onlinediscussions,socialnetworks,peerreviewsitesandother

 26

onlinemedia,wehavethepotentialtofosteramuchmoreproductiveand

meaningfulrelationshipwithourcustomers,togainpowerfulinsightintotheir

perceptionsofourproducts,servicesandbrands,andallowthemtocontributeand

collaborateinourbusinessesinwaysthatwereneverpossiblebefore[emphasis

mine](151).Inthissense,Ibelieveaproductiverelationshipbetweenacompany

andanindividualisoneinwhichthereisanincreaseinacompanysrevenueandan

increaseintrustandcompanyloyaltywithinaconsumer;ameaningfulrelationship

isoneinwhichthereisadiscoursebetweenanindividualandacompanythatcould

resultinaloyalcustomerwhowilladvocatethecompanysproduct,thushavingthe

potentialtoincreasethecompanysrevenue.

Inconjunctionwiththeabovestatements,itisimportanttonotethat

contentisnotlimitedtowords;smartmarketersmakeuseofnontextcontentasa

waytotellacompanysstory(Scott,165).However,Scottcautionsgenericstock

photographs(happyandgoodlookingmulticulturalmodelsinafakecompany

meetingroom)mayactuallyhaveanegativeeffect(Scott,165).Thisistrueofmost

everythinginlife;agenuinedispositiontowardothers,especiallyconsumers,

createsmoretrust,asaconsumerisbetterabletodecipheracompanyssincerity,

orlackthereof,basedonhowgenuinetheyare.Genuinenesscanbeseeninmore

thanjustphotoadvertisements;whenreadingapressrelease,consumersknowthat

thecontentsthereinwerecarefullyselectedandthoughtouttocreatethemost

positivelookandfeelofacompany,andconsumersarewarytobelieveallthatthey

readinsuchpressreleases.Additionally,televisionandradioadvertisements

 27

operateinmuchthesameway,asateamofwritershaswritten,revised,and

rewrittenanadvertisementmanytimesbeforeitisreleasedtothepublic.Allof

theseaboveideasareonewayfromthecompanytotheconsumer;Wertimeand

Fenwickemphasizethatwhenthemajorityofmediaisstilldigital,participatory,

twoway,andpotentiallyviral,itdoesntmakesensetostillexecutemarketingasif

itwereaonewayworld(29).Thus,accordingtoWertimeandFenwick,andreally

alloftheseauthorsandresearchers,becausemarketershavenewtechnologiesthat

allowinstantaneousconversation,theymusttakethisopportunityandperformall

thesetaskssimultaneouslyandseamlessly;theymusttalkwithconsumersopenly,

theymustbeinaconversationwiththeirconsumersinordertoearnthetrustof

theirconsumers;theymustbetruthful;overall,theymustrecognizethatonline

wordofmouth[]isamongthemostpowerfulformsofmarketingsincethedawn

ofwell,thebazaar(Adamson,170).

TheInternetisnotananswertothequestionofhowdowe,asconsumers,

knowwhatistruthandwhatisnot;therearestillplentyofexamplesoffallacyand

untruthontheInternet.However,itiseasierforconsumerstofindanddiscuss

theseuntruthsinanattempttofindthetruth.Thus,itisinamarketersbest

interesttorevealthetruth,withoutaconsumerpromptingthemto,inorderto

appearmoretrustworthytoconsumersasawhole.Therefore,marketersneedto

notonlyparticipateinthisconversationamongthemselvesandtheirconsumers,

buttheymustalsomonitorsocialmediaforanydiscussionoftheirbrandsothey

areawareofwhatpeoplearesayingabouttheminrealtimeinordertorespondand

 28

offerfeedbacktotheirconsumers.Mostofall,marketersmustparticipate.Apoint

theManifestocontinuestomakeisthattheInternetisgenuinelyempoweringand

itinvitesparticipation,andthisisessentialtothefutureofmarketingonthe

Internet.

PreviewofRIBS

RIBSstandforRemuneration,Influence,Belonging,andSignificance,and

eachofthesewillbedefinedingreaterdetailinthenextchapter.Generally

speaking,however,Remunerationreferstoabenefitthatsomeonegainsfromdoing

something,whetheritisamonetarybenefit,anintellectualbenefit,oranemotional

orpsychologicalbenefit.Influenceistheabilityofonepersontohaveaneffecton

somethingorsomeoneelse;Influenceishowconsumersareshapingthe

advertisementsaimedatthemviaaconversationbetweentheconsumerandthe

company.Belongingishowpeoplefeelconnectedtooneanotherinacommunity

and,forthepurposeofthisstudy,howconsumersfeelconnectedtotheprovidersof

productsandservices;Belongingisthesharedlifestyle,orhabitus,thatusers

affiliatewiththemselves.Significanceisbuildingareputationforyourselfora

productandcreatingabrandthatiswellknownthroughoutacertaincommunity.

Moreimportantthanjustcreatingarecognizablebrandishavinginfluencers

recommendyouoryourproductorservice,thusmakingyourproductorservice

morerespectedbyyourcustomersandthecommunityasawhole.

 29

ChapterTwoMethodology

ThischapterdescribesRIBSindetailanddiscussesthemethodologyforthis

study,aswellasdetailshowIintendtodeterminebestpracticesforusingsocial

mediainmarketingcampaignsutilizingRIBSasananalyticalheuristic.Thischapter

buildsupontheresearchpresentedinChapterOne,especiallyideasgleanedfrom

TheCluetrainManifestoandHereComesEverybody.Throughoutthischapter,Iwill

refertotheideaofconversationasdefinedinChapterOne;thisisoneofthemost

basichumanfunctionsand,becauseitisbasictothehumanexperience,itisvitalto

theuserexperience.

Methodology

OperationalDefinitions

Tweet

Inthecontextofthisstudy,atweetisamessageonTwitterconsistingof

140charactersallowedbytheservicethat,asstatedinChapterOne,willbecodedin

conjunctionwiththetypeofcontentlinkedtowithinatweet.Asstatedabove,users

mayincludealinktoextraneouscontentfromanywebsite,evenothersocial

networkssuchasYouTubeandFacebook.Forthisreason,Ihaveincludedthetype

ofcontentaccessedbytheuserthroughsuchalinkinmydefinitionofwhat

constitutesatweet;however,thisdefinitiondoesnotincludetheactualcontent

 30

withinalink.Forexample,atweetincludingalinktoaYouTubevideo,suchas

@metriradioukIncaseyoudidntfindit:

http://www.youtube.com/watch?v=owGykVbfgUE#,itwouldbecodedas

containingavideowithinthetweet.Thecontentwithinthevideoitselfisnotcoded

aspartoftheoriginaltweet.Additionally,onsitessuchasYouTube,oncecontent

hasbeenviewed,thesitewillrecommendsimilartypesofcontentforausertoview

withouttheusernavigatingtoadifferentpage.Thistypeofrecommendedcontent

haslittletonobearingupontheoriginalcontentpointedtowithinatweet,andthus

doesnotaffectthecodingofthetweetorthetypeofcontentlinkedtowithina

tweet.

HashtagandUsername

Twitter,likemanyonlineventures,usesitsowntypeofshorthand.Thefirst

iswhatisknownasahashtagandisdenotedbythe#sign.Ahashtagis,according

toHoward,usedtocreateadhocgroups.[]Usingtheformat#groupname

evolvedfromuserswhowerefamiliarwithanoldertechnologycalledIRCchannels

wheretopicsavailableforgroupdiscussionwerealsodesignatedbythe#topic

format[emphasisinoriginal](201).AhashtagallowsTwitteruserstosearchfora

topicandtoincludethattopicinatweetinorderforotheruserstosearchforthe

topicaswell.Forexample,ifIwerelookingfortweetsrelatedtotheAtlantaBraves,

anytweetcontaining#AtlantaBraveswouldshowupandIcouldthenjointhe

conversationabouttheAtlantaBraves.Additionally,ahashtagcanbeutilizedin

conjunctionwithanadvertisementstaglineinorderforotheruserstodiscussthat

 31

particularadasinthistweetfromOldSpice:@kionsandersAgree.Imonahorse.

#imonahorse.Alsointhisexampleisausername,denotedbythe@symbol.A

usernameisalsocalledausershandle,andthiscanbeusedinordertodetermine

atwhomatweetisdirected.Whenthesetwofeaturesareusedwithinthesame

tweet,asintheaboveexample,thehashtagattheendallowstheusertowhomthe

tweetisdirectedtofurthersearchthetopicinordertoseewhatotherusersare

sayingaboutthetopic.Additionally,ausershandlecanbeusedtodeterminethe

originalcreatorofcontentwhencontentisretweetedbyadifferentuser.For

example,thefollowingretweetfromMorganKaufmannwasoriginallywrittenby

@Security_UX_Mel:

RT@Security_UX_Mel:Allsetupat#teiconfcomesayhito@mornan_kaufmann!

Cases

ThetwocompaniesIchoseforthisstudywereOldSpiceandMorgan

Kaufmann.IchoseOldSpicebecauseoftheamountofmediarecognitionthe

companyreceivedshortlyafterdebutinganewtelevisionadvertisementfeaturing

IsaiahMustafaasTheManYourManCouldSmellLike.Thiscommercial,and

manycommercialsthereafter,wasaimedatbuildingalarger,youngerclientbase.

Additionally,noinsiderknowledgeofthebrandisrequired,anditiseasytofollow

OldSpiceonTwitter.

IchoseMorganKaufmannbecause,thoughinsiderknowledgeisneededof

thebrand,Ihadaccesstothisknowledgethroughmyintroductionoftwoemployees

 32

ofMorganKaufmannviamyprofessor.ThroughthisintroductionIwasgranted

memberonlyaccesstothemanyothersocialmediasitesinwhichMorgan

Kaufmannrespondstotheirclients.MorganKaufmann,unlikeOldSpice,was

focusedprimarilyoncontinuingtheirservicewiththeircurrentcustomerbase

throughoutthetimeofthisresearchwithasecondaryfocusonbuildingalarger

clientbase.Thesetwocompanieswerechosenbecauseoftheirdifferentapproach

tousingsocialmedia,aswellastheirdifferentneedsforsocialmediamarketing.

OldSpiceisinthebusinessofsellingmensbodywash,aftershave,andother

similarproductstoalargegroupofmenwhoseonlyconnectionmaybetheirchoice

inbodycareproducts.Theirpricesarecomparabletoothersimilarproductsonthe

market.Theyhavebeenverywellknownfortheirroleasanaftershaveforolder

men;however,asOldSpicesoriginalcustomersaregettingolderandarestartingto

dierapidly,therewasaneedtorebrandtheseproductstoayoungeraudience.

Thus,theprimarygoalinpursuingthisadvertisingcampaignutilizingsocialmedia

wastogrowalarger,youngerclientbase.

MorganKaufmann,ontheotherhand,isinthebusinessofsellinghighly

technicalbookstoresearchersandeducatorswhomayhavemoreincommonthan

merelytheirchoiceinbooks.Unlikewithmensbodycareproducts,itismore

difficulttodeterminecomparablepricesfromonebooktotheother;thus,itis

impossibleformetomakeajudgmentonthepricingofMorganKaufmannsbooks

inrelationtoanyotherpublishersbooks.Theirprimarygoalinutilizingsocial

 33

media,itseemedtome,wastomaintaintheircurrentclientbasefollowedcloselyby

theirgoaltobuildalargerclientbase.

Obviously,thesetwocompaniesareradicallydifferentfromoneanother;itis

forthisreasonthatIhavechosentostudythesetwocompanies.Additionally,asthe

differencesbetweenthesecompaniesreachfartherthanthosestatedabove,their

needforsocialmediamarketingdiffersgreatlyaswell;becauseoftheirdifferent

reasonsforsocialmediamarketing,theyhaveutilizedTwitterinverydifferentways

toachievetheirgoals.Thus,studyingtwodissimilarcompaniesallowsmethe

opportunitytowithdrawbestpracticesforutilizingTwitter,andpossiblyother

socialmediasites,withinamarketingstrategyaimedatthegeneralpopulation,ata

specificgroupwithinthegeneralpopulation,orsomewhereinbetween.Thesebest

practiceswillbeoutlinedinChapterFive,anditismyhopethatcompanieswith

varyingsocialmedianeedswillbeabletopickandchoosethosepracticesthatwill

fulfilltheirmarketingneedsinordertoformasuccessfulmediacampaign.

Analysis

Forthisstudy,IamemployingaformofcontentanalysisontheTwitterfeeds

forOldSpiceandMorganKaufmannfromJanuary1,2010throughDecember31,

2010.IchosethistimeframebecausetheOldSpicecampaignthatcombined

televisionmarketingandsocialmediaandgarneredsomuchmediaattentionaired

itsfirstcommercialinFebruaryandranthroughthesummerof2010.Studyingthe

OldSpiceTwitterfeedbefore,during,andafterthiscampaignwillallowmeto

 34

gatheramorewellroundedviewofhowthecampaignaffectedOldSpicesviewer

base.Additionally,codingOldSpicesTwitterfeedbefore,during,andafterthe

campaigncanaffordmeanideaofhowOldSpiceincreasedtheirviewerbase.For

example,beforethecampaign,didOldSpiceuseRemuneration,influence,

belonging,significanceoracombinationthereoftoattractviewers,andhowdidthis

changeduringandafterthecampaign?Thisinformationcanbeusedtodelivera

timelineofwhenacompanycanusewhichconcepttosuccessfullyattractviewers.

Duringthissametimeframe,MorganKaufmanndidnothaveaslargeapush

forviewershipasdidOldSpice.Despitetheirsubstantiallysmallerdrivefor

increasedviewership,IchosetostudyMorganKaufmannduringthistimeframein

ordertoeliminatepotentialconfoundingvariables,whichwillbediscussin

followingsections,including,butnotlimitedto,changesintheTwitterinterface,

popularityofTwitter,andsocialeventsatthetimeofeachtweet,thusallowingfor

thedifferenceinstrategytobethesolevariableincomparingthetwocompanies

useofTwitter.

Thisanalysisincludeseveryfifthtweetfrombothofthesecampaignsin

ordertodeterminethenumberoftweetsthatadheretothefourcomponentsof

RIBS.Eachtweetisanalyzedforitsadherencetoeachspecificelementinandof

itself,allowingforthesameelementtobecodedforeachofthedifferent

componentsofRIBS,asthesecategorieshavetheabilitytocrossoverfromoneinto

theotherseamlessly.Thismeansthateachtweetcanbecodeduptofourtimes:

onceforeachelement.Thisisdoneinordertodecipherhowthesecompaniesare

 35

fulfillingtheirconsumersRemuneration,influence,belonging,andsignificance

needsindividually,aswellasinconjunctionwithoneanother,astheseneedsare

describedindetailinthefollowingsection.

AdditionallyinthisanalysisIhaveincludedthetypeofcontentausercan

viewfromfollowingalinkwithinatweetbecauseofTwittersabilitytoactasa

hubleadingtoothersocialmediasites.Asstatedabove,thetypeofcontentlinked

towithinatweetcanhaveaneffectonthenumericalcodegiventothelinked

contentstweet.Thisdoesnotmean,however,thatIwillbecodingthecontentof

thelinkasaseparateentity.Thiscodingprocessisdoneinordertodrawoutthe

bestpracticesformakingmarketinginonlineventureswork,andtheactualcontent

thatmayormaynothavebeencreatedsolelyforasocialmediacampaignbythe

companyhasnobearingonhowthecompanyisusingsocialmedia;itisonlythe

typeofcontentcreatedthatwillbecoded.

Twitterwaschosenasthesocialmediasiteforthisstudybecause,currently,

itisinvoguetouseTwitterinordertoupdateothersocialmediasiteswithyour

mostrecenttweet.ThisenablesTwittertobeseenasanallencompassingsocial

mediasitehubfeedingintoothers;therefore,Ihavechosennottocodeothersocial

mediasitesusedbybothcompaniesinordertoavoidcodinganexactcopyofa

tweetfromanothersource.

 36

WordCount

Wordcountisofgreatimportancetothisstudy;Iinstitutedawordcountto

firstmeasuretheamountofphaticresponsesusedbyeachcompanywhen

respondingtoconsumers.Aphaticresponseisoneofsocialcourtesyinwhichthe

solepurposeistoconveyacknowledgment.Typicallyinfacetofaceconversation,

thisisdonewiththenodofaheadoraquestionsuchashowareyou?inpassing.

Manytimes,thisquestionisintendedasasocialgraceandtoacknowledgea

personspresence,andnoresponseisrequired.However,insocialmediathereis

rarelyanopportunityforsomeonetoseeaheadnod;therefore,inaneffortto

continuethesocialgracethataphaticresponseaffordsauser,heorshemightsend

ashortmessagerecognizingthefirstusersmessage.

Usingphaticresponsesinsocialmediaisawayforacompanytotellits

consumersthattheyarereceivingthemessagesenttothem,andtheyare

responding.AsstatedinthesectionOnConversationfromChapterOne,itis

importantforacompanytoberesponsivetoitsusers.Thatisnottosayacompany

needstoreadandtothinkabouteachandeverytweetsenttothembefore

responding.Aphaticresponseissometimesallthatisrequiredofthecompanyto

tellauserthatthecompanyisindeedlistening.Forexample,OldSpicetweetedthis

responsetoauser,@fbayona21Yes.Thistweetwouldcountasaphaticresponse

becauseitissimilartoaheadnodinfacetofaceconversation,asitshowsthe

originaluser,fbayona21,thatthemessagesenttoOldSpicewasreceivedand

viewedbyOldSpice.

 37

PhaticresponsesarevitaltothetermconversationasI,andmanyprevious

researchers,havediscussedtheconcept.Again,aconversationinrelationtothis

studyissimplyaninterchangeofthoughtsorideasregardlessofsincerityor

honesty.Therefore,asineveryconversationoutsidesocialmedia,therearebound

tobephaticresponses.Thisstudyaimstoshowthatresponsivenessonthepartofa

company,especiallywhenthecompanyisusingphaticresponses,isanimportant

elementformarketingviasocialmediathroughtheuseofawordcountforcodinga

usersRemunerationandinfluenceneeds.

Inadditiontophaticresponses,wordcountisalsousedtocalculate

Remunerationandinfluencescores.Acompany,whenrespondingtoauser,is

remuneratingtheuserforhisorhertime,aswellasallowinghimorherthe

opportunitytohaveinfluencewithinthecompany,aswillbediscussedinmore

detailbelow.Forthisreason,Ihaveinstitutedawordcountfortheinstanceswhen

acompanyrespondswithmorethanaphaticresponse.Aphaticresponserequires

veryfewwords;thus,themorewordsacompanyuseswithinadirectmessage,the

morethecompanyremuneratesauserandallowshimorhertohavemore

influence.

NumericalCoding

Asthesoleraterforthisstudy,Iemployedasimplenumericalcodingsystem

inordertobeasunbiasedaspossible.Thiscodingwasdonebysimpleadditionof

 38

numbers.Asstatedabove,wordcountwasimportanttotheRemunerationand

influencescores.FollowingaretherulesforwordcountIutilizedduringthecoding

process:

Ahashtagcountsasoneword.Example:#oldspice

Wordabbreviationscountasoneword.Example:thxforthanks

Usernames,includingthe@symbol,countasonewordwhentheusername

appearsinaretweet.Thisdoesnotcountasonewordwhenusedinadirect

message.Example:thanksto@therealoldspice,[]

Anumberinwordornumericalform.Example:1wouldcountasoneword

whereas21wouldcountastwowords.

Twowordstiedtogetherwiththeplus(+)signcountsasthreewords.

Example:new+improvedfornewandimproved

Awebaddressdoesnotcountasaword.

EachelementofRIBSstartedatzeroandasthetweetemployedaspectsofeach

element,aoneoratwowasaddedtothescoreforthatelement.Inthefollowing

paragraphs,Ioutlinewhichaspectofeachelementreceivedaoneoratwo,aswell

asdetailwhyIhavedoneso.Theseaspectswillbediscussedingreaterdetail

furtherinthechapter,butIexplainthembrieflyhereastheypertaintothecoding

process.

 39

Remuneration

Remuneration,whichwillbedefinedingreaterdetaillaterinthechapter,is

essentiallywhataconsumerreceivesfromparticipatinginanonlinecommunity,

suchasOldSpicesorMorganKaufmannsTwittercommunities.Remunerationcan

bemonetary,psychological,oremotional,oranycombinationthereof.Aneveryday

exampleofRemunerationwouldbegiftgivingonsomeonesbirthday.You,asthe

giftgiver,arelookingforsomethinginreturn,whetherconsciouslyor

unconsciously.Oneofyourfearsmaybethatthegiftreceiverdoesnotlikeyourgift.

Thus,youarelookingforpsychologicalandemotionalRemunerationfromthegift

receiverintheformofasmile,awordofthanks,acardthankingyouforyourgift,or

anynumberofotheroptions.However,asmostgiftgiversknow,thanksisvery

differentfromthankyousomuch!Iloveit!Therefore,forthepurposeofthis

study,wordcountwasveryimportantwhendecidingonRemunerationvalue.

Inthecodingprocess,anoteofunderstandingthatcontainedonlyoneortwo

words,suchasthanksoryeah,receivedanadditionofonetothetotalfor

Remuneration.Thoughtherearewordsthataremorepowerful,suchaswow,this

wouldstillreceiveanadditionofonetothetotalforRemunerationbecauseitisa

onewordresponse.Thisisdoneinordertoavoidanybiastowhatawordmeans

andhowpowerfulitisonapersonalunderstanding.Anoteofunderstandingthat

containedmorethantwowords,suchasthanksfortweetingusuporgladyoudig

us,receivedanadditionoftwotothetotalforRemuneration.Wordcountfora

directmessage,asstatedabove,doesnotincludeausershandle;thusadirect

 40

messagethatcontainsonlyoneortwowordsreceivedanadditionofonetothetotal

forRemuneration.Adirectmessagethatcontainsmorethantwowordsreceivedan

additionoftwotothetotalforRemuneration.Psychological/emotionalrepayment,

intheformofadirectmessage,ormonetaryrepayment,intheformofafree

download,receivedanadditionofonetothetotalforeachinstanceofrepayment

withinthetweet.

Influence

Influenceisexactlywhatitsoundslike;itistheneedforausertofeelthat

theyhavesomecontrolovertheworldaroundthem,especiallyinonline

environmentswhere,attimes,otherusersdealtwithonadailybasisareunknown

personally.Influence,inrespecttothisstudy,referstotheusersabilitytoenticea

changeinMorganKaufmannsorOldSpicestweetingpatternintheformofa

responseoraretweet.Again,aretweetiswhenanotherpersonorcompanyposts

yourtweet,orstatus,ontheirpage.AswithRemuneration,wordcountisalso

importanttoinfluence,asitiseasiertoinfluencesomeonetoagreewiththe

statementIlikehamburgersthanitistoinfluencesomeonetoagreewiththe

statementBurgersrock!Inthesecondstatement,onehastoquestionwhetherthe

burgerinquestionisaturkeyburger,ahamburger,oratofuburger.Thus,more

descriptivewordsallowforbetterunderstandingofastatementandallowusersto

agreemorereadily.

 41

Additionally,influenceistheabilitytohaveasecrethandshakeorashared

storywithotherusers.Forexample,everyfootballplayeratClemsonUniversity

rubstherockandrunsdownthehillbeforeeachgame.Toplayersfromother

collegeteams,itisjusttradition;toClemsonfootballplayers,however,thereisa

sharedstorybehindthosetwotraditions,andknowingthosestoriesseparatesthem

fromothercollegefootballplayers.Thus,becauseofthesesharedstoriesamong

Clemsonfootballplayers,itiseasierforaClemsonfootballplayertohaveinfluence

withothersClemsonfootballplayersthanitisforafootballplayerfromanother

schooltohavethatinfluence.

Inthecodingprocess,Idistinguishtwotypesofcontentcreation:direct

creationinwhichausersoriginalcontentwasretweetedbythecompany,and

indirectcreationinwhichthecompanyrespondedtoauser.Imakethisdistinction

becauseapersoncansometimesfeelmoreinfluenceovertheirworldwhen

somethingtheycreateispassedoninitsentirety.Thus,directcreationofcontent

receivedanadditionoftwotothetotalforinfluence,whileindirectcreationof

contentreceivedanadditionofonetothetotalforinfluence.Oneonone

communicationintheformofadirectmessageutilizingausershandlefollowsthe

samerulesasforRemuneration;ifthedirectmessageisonlyoneortwowords,an

additionofoneisaddedtothetotalforinfluence.Ifthedirectmessageismorethan

twowords,anadditionoftwoisaddedtothetotalforinfluence.Thesedirect

messagesfromonepartytoanothergivecredencetotheamountofinfluencea

consumerhaswithinacompany;however,aswithRemuneration,wordcountis

 42

essentialasadirectmessagesayingthanksinresponsetoaconsumerssuggestion

showslessinfluencethanthanks,Illbringthatideaupatthemeetingtomorrow.

Finally,secrethandshakesorsharedstories,liketheexamplegivenaboveregarding

Clemsonfootballplayers,receivedanadditionofoneaddedtothetotalfor

influence.

Belonging

Belongingishowauserfeelsconnectedtotheonlinecommunityandto

otherusersintheonlinecommunity.Thisisdonebyallowinguserstohaveshared

storiesandsecrethandshakesthatarefamiliaronlytothoseuserswithinthe

community.AnexampleofthiscomesfromFightClub,boththebookand,later,the

movie.InFightClub,therearecertainrulesthateachpersonmustabideby.The

firstoftheserulesis,youdonottalkaboutFightClub.Thisruleisasharedstory

forthosewithintheclubthateachmemberknowsthatseparatesthemfromthose

outsidetheclub.Thelastruleisifthisisyourfirstnightatfightclub,youhaveto

fight.Thisruleisthesecrethandshakethateachmembermustprovideinorderto

gainentranceintotheclub.Thelistgoesonfromthefirstruletotheeighthrule,

andeachmemberismadetolearnalltherules.Again,becausethefirstrulestrictly

forbidstalkingaboutFightClub,themembershaveasharedstory,asecret

handshake,thatonlyotherFightClubmembersknowabout.ThisiswhatHoward

meansbybelonging,andthisishowbelongingisdefinedforthisstudy.However,

thesesecrethandshakesdonotnecessarilyneedtobekeptasecret,astheyarein

 43

FightClub.Theyaresecrethandshakesinthesensethatmembersareprivytotheir

knowledgeandthatishowtheyidentifyothermemberswithintheirclubor

community.Anexampleofthissecrethandshakethatismorewidelyknownisthe

ashonapersonsheadonAshWednesday.Wheninpublic,thisisavisiblesignto

othersthatthispersonbelongstoacommunityofotherreligiouslylikeminded

individuals,anditisasigntootherswiththesamesignthattheyareinthesame

community,thusallowingtwootherwisedissimilarindividualstheopportunityto

beinacommunitytogether.

Forcodingbelonging,asecrethandshakeorsharedstoryreceivedan

additionofonetothetotalforbelonging.Amembersonlydealormessage,such

asofferingafreedownloadoracallforpapersonaspecificsubject,receivedan

additionofonetothetotalforbelonging.Anengagingsocialexperience,suchasan

interactivegameorvideo,alsoreceivedanadditionofonetothetotalforbelonging.

Significance

Significanceistheabilityofanonlinecommunitytomakeitselfusefuland

necessarytoitsusers.Thiscanbedoneinavarietyofways;thefirstwaytoachieve

significanceistomakeacommunitythegotoplaceforusers.Thismeansthe

usersarethefirsttoknownewinformation.InthecaseofOldSpice,usersarethe

firsttoknowwhennewcommercialsaremade,andtheycanviewthecommercials

beforetheyairontelevision.Anotherwayofmakingacommunitythegotoplace

istogiveuserssomethingforfree.UsersfollowingOldSpicearegivenaccesstofree

 44

downloadsmoredirectlythanpeoplenotfollowingOldSpiceonTwitter.

Additionally,starpowerisanattractiveforcethatOldSpicehasusedtocreatethis

gotoplaceforitsusersnotonlybyhavingtweetswritteninthesentence

structureofIsaiahMustafa,theManYourManCouldSmellLike,butalsointhat

manyofitsTwitterfollowersarethemselvescelebrities.

Anotherwaytoachievesignificanceisforacompanytobuildsocialcapital

amongitsusers.Todothis,acompanycanincludetheirusersinaconversation,

oftenaskingfortheirinput,whichcanmaketheirTwittercommunityasignificant

oneintheeyesoftheirusersbecausetheusershaveavoice.Morethanjustasking

forausersinput,acompanycanbuildsocialcapitalbyfollowingtheirusersadvice.

Forcodingsignificance,aretweetofauserscontentreceivedanadditionof

onetothetotalforsignificance.Thementionofawellrecognized,reputablebrand

receivedanadditionofoneforeachbrandmentioned.Acontest,game,video,or

freegiveawayreceivedanadditionofoneforeachtothetotal.Amentionof

celebritiesasthemselvesorasacharacter,suchasIsaiahMustafaashimselfor

IsaiahMustafaastheOldSpiceguy,receivedanadditionofonetothetotalfor

significance.Atweetwrittenbyacelebrity,oratweettheuserisledtoassumeis

writtenbyacelebrity,receivedanadditionofonetothetotal.

Asstatedabove,theRIBSelementshaveoverlapinherentlybuiltin;one

elementisnotcompletelyseparatedfromtheothers,whichmadedecidingonhow

tocodeforeachelementsomewhatdifficult.However,becausethereisoverlap,

someelementsineachtweetwerecodedindifferentcategories.Forexample,a

 45

tweetcontainingasecrethandshakeorasharedstorywascodedforinfluenceas

wellasbelonging.

ThreatstoValidity

Everystudysfindingsareinherentlythreatenedbythevalidityofthe

researchersstudydesign.Thisstudyisnodifferent.HereIwilloutlinethese

threatstovalidity.ThefirstthreatIencounteredwasactuallytwothreatsmerged

intoone.ThefirstwasmaturationoftheTwitterinterface,andthesecondwasa

changeininstrumentationsinceuserswerelearningtouseTwittersnewinterface.

Itisrareforasocialmediaoronlinecommunitysitetosurvivewithoutupdatesto

itsinterface.However,Twitteriskindtoitsuserswhohavebecomeaccustomedto

itsinterface,asitallowsthemtheopportunitytoswitchbetweentheoldinterface

andthenewinterfaceuntiltheybecomecomfortablewithitoruntilenoughtime

haspassedthatTwittercaneraseitsolduserinterface.Therefore,thisthreatwas

minimalbecauseIwasabletoswitchtotheolderversionoftheTwitterinterface

onceitchangedtoensurethattheinterfacewasthesamethroughoutthecourseof

thisstudy.

Asecondthreatduringthestudywashistory,oreventsoccurringexternalto

thestudy.Thiscouldincludeanythingonalocallevel,anationallevel,orevena

globallevelthathappenedandchangedthewayaTwitteruserinteractedwith

Twitter.Inmanystudies,historyisathreatthatisunavoidableandunforeseen,and

 46

theimpact,orthreat,ofhistoryonastudyisindistinguishablebecause,asa

researcher,itisimpossibletosaywhatauserwouldhavesaidordoneinthe

absenceofanyoneevent.

ThePygmalioneffectwasthethirdthreatIencounteredduringthisstudy.

Withoutotherstoaidinthecodingprocess,Imayhavebeenbiasedincodingfor

certainaspectsbecauseoftheknowledgeofresearchIintendtosupportwithmy

findings.Additionally,thetweetsinthisstudyhavebeencodedforcelebritiesand

wellknown,reputablebrands.Withoutadditionalcoders,Ialonedecidewhoisa

celebrityandwhatisawellknown,reputablebrand,whichcreatesaverylarge

threatifIamunawareofacelebrityorbrandoutsidemyrealmofconsciousness.In

anefforttoavoidproblemswiththis,Ididmybesttoresearchnamesofpossible

celebritiesandbrandsinordertodetermineiftheywereindeedwellknownoutside

ofmyownrealmofconsciousness.

ThelastthreatIencounteredwasinregardstothecasesIchosetostudy.

Forthisstudy,Ichoseonlytwocompanies,Ionlyfollowedthesetwocompanieson

Twitter,andIonlyfollowedthemforoneyear.Thepreviouslymentionedthreats

allimpactthisaswell,andithasbeenthelargestthreattothevalidityofmystudy.

Asecondthreatregardingmycasesinvolveddifferentialselection;Morgan

KaufmanndiffersfromOldSpiceinmorewaysthancanberecountedinthispaper.

Afewofthesedifferencesarebrandawareness,producttype,typicalconsumer,and

amountandtypeofadvertising.Thesedifferenceswereinplacebeforethestudy,

duringthestudy,andafterthestudy.Theonlysimilaritybetweenthesetwogroups

 47

significanttothisstudyistheiruseofTwitter.Athirdthreatwasnon

representativeness.AsIstatedearlier,MorganKaufmannwaschosenfor

conveniencebecauseIwasabletodirectlyemailtwoemployeesofMorgan

Kaufmann,andIwasallowedaccesstootherwisememberonlygroupswithin

theirotheronlinecommunities,andOldSpicewaschosenbecauseofitspopularity

inthemediaoncetheyintroducedIsaiahMustafahastheOldSpiceguy.Thus,these

twocompaniesarenotrepresentativeofthewholeofTwitterusersasIdidnotcode

anyothertypeofuserwithinTwittersuchasacelebrityoranaveragepersonusing

Twitter.Thesetwocompaniesarealsonotrepresentativeofallcompaniesusing

Twitter;however,theyarebothhelpfulinthatonecompanyisopentoeveryone

whowantstofollowthemandtheothercompanyisclosedandformembersonly.

Inlightofthesethreatstothevalidityofmystudy,Icontendthateverystudy

hasflaws,anditisimpossibletocreateastudyfreefromvaliditythreats.Therefore,

despitethesethreats,Ibelievethisstudytobecompletetothebestofmyability

withtheresourcesavailabletome.Ionlyhopethatfutureattemptsatastudyof

thistypebeperformedwithmoreresearchersforthecodingprocess,aswellasa

studyonalarger,morediversesampleofTwitterusers.

WhatisRIBS?

RIBSis,accordingtoHoward,thefourelementsnecessaryforlongterm

successofonlinecommunities,andstandsforRemuneration,Influence,Belonging,

 48

andSignificance(7).Asstatedabove,eachoftheseelementsisintertwinedwiththe

others,andoneelementcaneasilyinfluencetheotherelementsfortheuser,thus

enhancingtheuserexperience.Userexperienceisessentialtoonlinecommunities

becausethosecommunitiesthatlastaretheonesthataffordtheuserpositive

experienceswithotherusersaswellasacompanyand,accordingtoHoward,these

communitiesallowforincreasingcreativity,improvingretentionandloyalty,

andidentifyingcustomerneedsandnewproductopportunities,amongmany

otheraffordances(29).HowarddescribesRIBSasatooltofacilitatethecreationof

successful,lastingonlinecommunitiesandsocialnetworks,aswellasananalytical

toolthatcanhelppeoplebetterunderstandhowcommunitiesandsocialsystems

work(8).ItisforthisreasonthatIhavechosentouseitasamethodtounderstand

whyonlineventures,especiallyinmarketing,canbepowerfulandsuccessfulin

termsofcreatingalarger,moreinvolvedviewerorclientbase.

RIBSwasoriginallycreatedforuseinbuildingsuccessfulonlinecommunities

andsocialnetworksbyaddressingthefourelementsessentialtotheusers

experiencewithinandenjoymentoftheonlinecommunity;althoughRIBSwas

createdinordertobuildsocialcommunities,Iuseittoshow,afterthefact,howa

companyutilizedsuchcomponentswithintheironlinemarketing.Howardsbook,

DesigntoThrive,outlinesthesefourelementsofRIBSaswellasdetailshoweach

componentisimportant.Withineachchapter,Howardgivesalistoftechniquesto

utilizeforeachcomponentofRIBStoensureitssuccessinaidingthecreationof

 49

onlinecommunitiesandsocialnetworks,muchlikethelistofbestpracticesthat

willfollowmyanalysisofmarketingwithinsocialmedia.

Remuneration

RemunerationDefined

Remuneration,initssimplestform,isapaymentorincentiveforanaction.

Forexample,astudentisawardedacollegedegreeinRemunerationfortheirwork

andstudiouseffortsduringtheircollegecareer.Anotherexampleisaserverata

restaurantwhoisusuallygivenatipasRemunerationforexcellentservice.

Remuneration,thus,isabroadandgeneraltermthatcanbeusedtorefertoany

numberofthings.AccordingtoHoward,itssimplestformulationbasicallysays

thatindividualswillnotbecomemembersofasocialnetworkunlessthereisaclear

benefitfordoingso.[]Theyneedtobelievethatsomevaluewillcomefrom

joiningagroup(54).Therefore,Remuneration,intermsofthisstudy,isaboutthe

userexperiencewithinsocialnetworksandonlinecommunities.

BasedonHowardsdefinitionofRemunerationintermsoftheuser

experience,itiscleartoseethat,inthissense,Remunerationsatisfiespsychological

oremotionalneedsfortheuser.Onlinecommunitiesarethusinplacetoaidusers

intheirdeepseated,primalneedtobepartofasocialexperiencebecausethats

howwemakeeventsmeaningful(Howard,56).Userschoosetheonline

communitiestowhichtheybelong,aswellashowmuchtime,effort,andenergyis

 50

spentwithinanonlinecommunity;thisiswhyremuneratingusersissuchakey

pointincreatingsuccessfulsocialnetworksandonlinecommunities.Marketers

must,therefore,dotheirhomeworkinordertoengagetheiraudiencemembers,or

customers,inameaningfulconversationwithinanonlinecommunitythat

remuneratesitsuserssuccessfully.

Howarddemonstratestwelvetechniquesforremuneratingusers

successfully:

1. Makethetexteditorfun;addemoticons

2. Useasubscriptionapplicationform

3. Mentorsteach

4. Seedthediscussion

5. Usestarstoshowmembershipcontributionlevels

6. Rankthevalueofmembersmessages

7. Removethefearfactorbyprovidingexamplesofhowto

participate

8. Createasafeenvironmentbysendingoutticklemessages

9. Createaregularevent

10. Dontautomaticallyarchive

11. Discourageattemptstosendconversationstootherblogs,Web

sites,ordiscussiongroups

12. Banredistributionserversandcrosspostings

FromHowardsDesigntoThrive,page58.

 51

Many,ifnotallofthesetechniques,arefoundwithinthemajorsocialmediasites:

blogs,microblogs(Twitter),socialnetworks(Facebook,LinkedIn),mediasharing

sites(YouTube,Flickr),socialbookmarkingandvotingsites(Digg,Reddit),review

sites(Yelp),forums,andvirtualworlds(SecondLife),andZarellabrieflytouches

uponsomeofthesetechniquesinhisbook,TheSocialMediaMarketingBook(3).

Thesetechniquesareusedtoshowindividualusershowusefulorfavorabletheir

peersasindividuals,andthecommunityasawhole,arefindingtheircontent.This

canbedone,asHowarddiscussesinnumbersfiveandsixabove,byshowinga

memberslevelofcontribution,howmuchcontentthatmemberhascreatedforthe

community,orbyrankingcontentbasedonhowusefulacommunityfindsthe

contentasinahelpforumwherethemosthelpfulanswertothemostpeopleis

oftenatthetopofthelist.Twitterdoesthisthroughtheirtrendingtopicspage,

discussedinChapterOne.

Asstatedearlierinthischapter,manyelementsoverlapanditisnearly

impossibletohaveonewithoutanother.Onceauserhasseenhowusefulor

favorabletheircontentistootherusers,theyfeelasenseofbelonging,whichwillbe

discussedlaterinthischapter,withinthecommunityaswellasRemunerationfrom

it,thusensuringthattheuserwillcontinuetoutilizetheonlinecommunity.

Remunerationisnotaonewaystreet,however;thoughusersarereceiving

Remunerationfromotherusersandthesocialmediaoftheirchoiceintheformof

reviews,commentaryontheircontent,andtheknowledgethattheyare

contributingsuccessfullytoanongoingdialogueamongotherusers,thecreatorsof

 52

onlinecommunitiesareinchargeofmakingaplaceforsuchthingstoexistand

allowingthemtooccurnaturally.Thus,marketersshouldusethetechniques

outlinedintheRIBSheuristictoengagetheiraudienceandtoremuneratetheir

consumersparticipation.Itisthisideathatallowscompanies,likeDell,to

participateinaconversationwiththeircustomersviatheirwebsite,ideastorm.com,

aswellasthroughthelinksunderthecommunitysectionoftheirwebsite,

dell.com(seeFigure21).

Figure21:NavigationatthefooterofDell.com.Withinthebluehighlightedsectionarethe

linksrelatedtocommunity.

NoticeinFigure21,theveryfirstlinkinthecommunitysectionisJoin

theDiscussionfollowedbyShareYourIdeas.Thesefirstlinksarethebackbone

ofwhatHowarddescribesforcreatingRemuneration;theselinksasktheconsumer

toremuneratethemselvesthroughthewebsite,andtheygivethemthemeanstodo

so.ThisishowDellispavingthewayforbettercustomerrelationsbyallowing

customerstohaveastakeinthecompanyandtheproductswithinthecompanyby

 53

allowingthecustomertotellthecompanywhattheywantanddonotwant.Ifthe

companythenlistenstotheseideasandwhatthecustomershavetosay,the

customerswillfeelremunerated,aswellasinfluential,andmaythereafterbelieve

moreinthebrand,becausetheynowseethemselvesaspartofthebrand.Thistype

ofRemunerationthusopensthedoortoInfluence,whichwillbediscussedlater,and

showshoweachofthefourelementsofsuccessfulcommunitiesareperpetually

linkedtooneanother.

RemunerationasanAnalyticalTool

Forthescopeofthisstudy,Remunerationwillberegardedasthosemessages

thatremuneratetheuserinthesamewaysinwhichpeopleareremuneratedinface

tofaceconversations.Thesefacetofacemessagesinclude,butarenotlimitedto,

nonverbalcuessuchasshakingyourheadtosignalthatyouunderstandoratleast

hearwhattheotherpersonissaying,aswellasphaticcuessuchasmmhmmand

okay.Online,thesebehaviorsaretypicallyintheformofawrittenthanksand

commentingorratingcontentonanyofanumberofsites.

Additionally,adirectmessagefromonepersontoanotherpersonismuch

morepowerfulandremuneratingthanfromonepersontoagroupofpeople.For

example,itismuchmoreremuneratingforyoutoemaileachfriendindividuallyand

tellthemthatyouappreciatethespecificgifttheyjustgaveyouforyourbirthdayas

opposedtosendingoutamassemailstatingthatyoulovedeverythingthat

everyonegaveyou,especiallyifeachpersonspentindividualtimeselectingthe

 54

giftyoureceived.ForthenumericalcodingoftheseRemunerationbehaviors,see

themethodologysectionearlierinthischapter.

Influence

InfluenceDefined

AccordingtoHoward,influencecanbesaidtoexistinacommunitywhenits

membersbelievethattheycancontroloratleastshapethepolicies,procedures,

topics,andstandardsofevidenceusedtopersuadeothersinanonlinecommunity

orsocialnetwork(82).Theneedtoinfluenceoneanotherandtheneedtohave

influenceontheworldsurroundingusseemstobesoingrainedineachofusthatit

isessentialtoourexistence,muchliketheneedtoeat,sleep,andbreath.Influence

createsvalueforanindividual,andtheabilityofanindividualtohaveinfluenceis

empowering.Thisempowermentallowsusersasenseoffulfillment,whichlends

itselftopsychologicalRemuneration,inknowingthattheyareabletocreate

positivechangewithintheirlives.Influenceisanintegralpartoftheuser

experience;userswhodonothaveinfluenceovertheirenvironmentleaveand[]

findnewenvironmentsthat[they]caninfluenceandchange(Howard,82).

Thereismuchdebateamongscholarsaboutthelevelofinfluenceuserswish

tohaveovertheirenvironment.Howardstatesdifferentmembersaregoingto

wanttotakethecommunityinopposingdirections,whileothermemberswont

haveapreferenceonthedirectionofthecommunity.Asaresult,youregoingto

 55

needsomemeansofdifferentiatingbetweentypesofmembersandtheirinfluence

needs(85).Thus,userscanbecategorizedbasedontheirneedforcontrolover

theirenvironment,andhowtheyaremarketedtowithintheironlineenvironment.

However,regardlessofthemanydiffering,andsometimesconflicting,categories

assignedtousers,thereisagreementintherolestheseusersplayininfluencing

theirenvironment.

Intheinterestoftimeandspace,Iwillcombine

thevaryinguserlabelsintoaladderstylecategory Figure22:LadderofUsers

system(seeFigure22,atright)baseduponthe

participationandinfluenceneedsofeachtypeofuser

withintheironlinecommunityofchoice.Atthetopof

thisladderareuserswiththehighestinfluenceneeds;

theseusersparticipateinthecommunityofdiscourse

bycreatingand/orpassingdowntheirknowledgeas

wellaswantingtoshapeandpersuadethemindsof

othermembers(Howard,86).Theseusersneed

feedback,regardlessofitspositiveornegativetone.

Theytendtohavebeenmembersforalongtimeand

haveexertedtremendousinfluenceonandearnedthe

respectofthemembers(Howard,96).Theyneedto

feelthattheyareinfluencingtheworldaroundthemthroughshapingandcreating

contentandconversation.Theseuserscontributetotheironlinecommunityof

 56

choicethemostand,accordingtoRyanandJones,theystronglyagreedtothreeor

moreofthefollowingstatements:

Theyconsiderthemselvesexpertincertainareas(suchastheirwork,

hobbiesorinterests).

Peopleoftenasktheiradviceaboutpurchasesinareaswheretheyare

knowledgeable.

Whentheyencounteranewproducttheyliketheytendtorecommenditto

friends.

Theyhavealargesocialcircleandoftenreferpeopletooneanotherbasedon

theirinterests.

Theyareactiveonline,usingblogs,socialnetworkingsites,emaildiscussion

groups,onlinecommunityboards,etc.toconnectwiththeirpeers.

FromUnderstandingDigitalMarketing:MarketingStrategies

forEngagingtheDigitalGeneration,pages2930.

Asyoucansee,theseusersareinfluentialpeopleintheirdailylives,andthe

additionofonlinecommunitiesintoeverydayexistencehasnotaffectedthese

peopleindividually.Theseusershavebeenrecommendingproducts,brands,and

servicestotheirfriendsandtheyhavebeenshapingandcreatingtheworldaround

thembeforeonlinecommunitiescameintoexistence,andtheseuserswillcontinue

todosowithinonlinecommunities.Theseusersaredifficulttoidentify,andas

such,havebeenthemostdifficulttowhichadvertiserscanmarketintraditional

medium.However,becauseonlinecommunitieshavemadeiteasierforthese

 57

individualstohaveinfluenceontheworldaroundthem,itispossiblethatitcould

nowbeeasiertoadvertisetotheseindividualsonline.

Nextontheladderarethoseusersthatcontributetothediscourse,butnotin

thesamewayasthoseatthetopoftheladder;instead,theycommentontheideas

ofthepreviousgroupwithoutactuallycreatingmuch,ifany,newcontent.These

usersneedtoknowthattheircontentisbeingviewed,buttheyarealsothe

consensusbuildersinthatregard,andtheyneedfeedbacktohelpdeterminehow

thevaluesinthenetworkorcommunityareliningup(Howard,87),andtheyare

interestedinseeingthattheyrehavinganinfluenceongeneratingcontentfrom

others(Howard,96).Theseusersareessentiallygatekeepersfortheflowofnew

contentwithintheircommunity.

Thethirdtypeofuserssortandrankcontentcreatedbythefirsttwotypes.

Theseusers,likethefirsttwotypes,needtofeelthattheyareinfluencingtheir

environmentthroughtheircategorizationaswellasanycontentorcommentson

existingcontent.Thoughitseemsthattheseusersonlykeeptabsonexisting

contentandfileitawayforlateruse,theybasetheirinfluenceontheirabilityto

createcontentorfindcontentthattheyhopewillbevaluedbytheircommunity.

Theseusersarealsoleaderswithintheirenvironment;theseindividualsuse

passionandideastoleadpeople(Godin,Tribes:WeNeedYouToLeadUs,22).They

createmovements;theyinfluencethosearoundthemtotakeaction,evenifthat

actionisthecreationofnewcontentorsimplycommentingonthecontentcreated

byothers.

 58

Thefourthtypeofusersarethosethatarenewtothegroup;theseusersare

learningthesecrethandshakes,policies,rituals,andnormalpracticesofthe

communityornetwork(Howard,94).Theyneedtoknowthattheyhavesimply

beenaccountedforinthegrandschemeofthings.Forthem,itisnotenoughto

knowthattheyhavejoinedtheironlinecommunityofchoice,theyneedtoknow

thatothershavenoticedtheirjoiningandthattheirmessagesarebeingresponded

to.

ThefinaltypeofuserIwilldiscussaretheusersthatarespectatorsor

lurkerswithintheonlinecommunity.Theseusersneedtoperceivethattheycan

haveinfluence,regardlessofwhetherornottheirinfluenceisconfirmedbyother

users[emphasismine](Howard,91).Theseusersinfluencetheironline

communitiesbyconsumingthecontentthatisavailabletothem,thusaffordingthe

creatorsofthecontentunspokenvaluebytheactofinvestingtimeinconsuming

theircontent.Thesefivetypesofusersareessentialtothesuccessofanyonline

venture.Withoutjustoneoftheaforementionedtypesofusersthebalanceofthe

onlinecommunityisthrownoff,thusmakingitlesssuccessfulbecauseitisnotable

tofulfilltheinfluenceneedsofallofitsusers.

AcurrentexampleofinfluenceshapingmarketinginofflinemediaistheNationwide

InsurancetelevisioncommercialinwhichthemarketerisshowingthatNationwide

isallowingtheusergreaterinfluenceovertheirmarketing.Inthecommercial,the

spokesmanistalkingwithapotentialcustomernamedPam(seefigure23,onnext

page).Whiletalkingonthephonetowhatisassumedtobeacorporateoffice,the

 59

spokesmantellsthepersonontheotherendofthephonethat,oncePamswitches

insurancecompanies,theywillbehenceforthcallingthecompanyNationPam,

theywilltreatherlikePaminsteadofpolicy413,theywillgettoknowher,and

theywillbeproactive.Thisishowthemarketersofthisstringoftelevision

commercialsareclaimingthattheyarelisteningtotheircustomers,theyunderstand

theircustomersconcerns,andtheyarechangingthewaysinwhichtheydo

businessinordertoaddresstheseconcerns.Throughthiscommercial,consumers

areintendedtofeelthattheyareinfluencingtheworldaroundthem.

Figure23:Nationwide'scommercialshowinghowtheconsumerisinfluencingNationwide's

marketingtechniques.

 60

InfluenceasanAnalyticalTool

Influencewillbecodedasthosemessagesthatallowuserstohaveaneffect

upontheirenvironment,includingbutnotlimitedtothosemessagesallowingthe

consumerstodecidehowmarketersrespondtothem.Thesemessagesshowthat

users/consumershavecontroloverwhatmessagesareandarenotcreatedfortheir

consumption.Examplesofthesemessagesincludethosethataredirectquestions

forthemarketertoanswer,aswellasdirectstatementsregardingproduct

improvementorproductcreation.Thesemessagesfunctioninmuchthesameway

ascommentandsuggestioncardsdointheofflineworld.

Additionally,theknowledgeofasecrethandshakeorsharedstoryamong

usersallowstheuserstoachieveasenseofinfluence.Theseworkinresponseto

influencebecauseifanindividualdoesnothavethesecrethandshake,heorshe

cannotgainaccesstosomethinginordertoinfluenceit.Anexampleofthiswould

beayoungboysclubhousewherenogirlsareallowed.Agirlinthissituation

wouldnothavethesecrethandshake,therebymakingheruselessininfluencing

whatgoesonwithintheclubhouse.

Belonging

BelongingDefined

Belonging,asdefinedbyHoward,isthetechniquesormechanismsbywhich

wehelpmembersofthecommunitydevelopthesenseofsocialpresence,asense

 61

thattheybelonginthatcommunity,thattheyidentifywithit,andthattheysharea

bondwithitsmembers(130).Essentially,thisiswhatisknownasthehabitus,or

lifestyle,thatmarketersaretryingtoselltotheirconsumers/users.

Asenseofbelongingforauseriscreatedbyutilizingthesecrethandshakes

andsharedstoriesdiscussedintheInfluencesection.Usersbelongtoaspecific

groupbecauseofasharedinterestandthedesireforacertainlifestyleaproductor

serviceclaimstoaffordthem.Thiscanbeachievedbyroutines,protocols,and

schemas,whichareritualizedbehaviors,accordingtoHoward.Anexampleofthis

wouldbecheckingonlinecommunitiesandemailfirstthinginthemorning.Many

peopledothis,anditisimportantformarketerstocreateanincentivefordoingso

toensurethatusersareincludingtheirproductintheirritual.Additionally,having

theseritualsbringsuserstogetherregardlessofgeographicortemporalboundaries.

Bybelongingtoagroup,usersareallowedtheopportunitytoshareanddiscuss

whatishappeningwithinthegroup,witheachother,andwiththemarketer(s),thus

allowingtheminfluenceovertheirenvironmentaswellasRemunerationfortheir

timeandeffort.

AnexampleofthisintodaysmarketingisthestringofWindows7

commercialsfeaturingdifferentWindowsusersallclaimingthatWindows7was

theiridea(seefigure24,onnextpage).Thesecommercialsallfeatureddifferent

usersand,becauseofthis,Windowswasabletoshowthatanynumberofordinary,

everydaypeoplebelongedtotheiruserbase.Throughtheuseofthesecommercials,

 62

Windowswascreatingalifestyle,whichconsumerscouldadopt,thusallowingthem

tobelongtothegroupofWindowsowners.

Figure24:Windows7commercialfeaturingauserclaimingthatWindows7washisidea.

BelongingasanAnalyticalTool

Inrespecttothisstudy,belongingisusedwithTwitterintheformofuser

focusedmessages.Thesemessagesshowtheexclusivityofthegroupofusers,and

theyallowtheusersasenseofbelongingaspartofthisexclusivegroup.Examples

ofutilizingbelonginginthissensearetweetsshowingthegroupmembers

discountsaffordedthembytheirmembershipinthegroup,personalizedvideos

createdforspecificuserswithinthegroup,aswellasspecialoffersmadeonlyto

thosewithinthegroup.

 63

Significance

SignificanceDefined

Significancetiesintobelonginginacrucialaspect:simplybelongingtoa

groupisnotenough.Userswanttobelongtoagroupwheretheycanfeel

significant:accordingtoHoward,peoplewanttobepartofagroup,buttheydont

wanttobeanotherfaceinthecrowd.[]Theywanttobecomemembersof

exclusivegroups.Theywanttobepartoftheincrowd.Theywanttobethefirstto

know.Theywanttheinsidetrack,thescoop[emphasisinoriginal](168).Howard

givesfivekeyaspectstobecomingasignificantgroup:

Wellrecognized

Establishedasthegotoplaceforaccomplishingyourusersgoals

Valuedbypeopleyourusersrespect

Populatedbypeoplewhoareseriousandpassionateintheirfield

Distinguishedasareputablebrandtoyourusers

FromDesigntoThrive,page168.

Thekeytoshowingthesignificanceofagroupistoshowitsexclusivityas

wellastobuildaconversationandarelationshipwithyourcustomers(Howard,

173).OnewaytodothiswithinTwitterisbyretweetingausersmessageaswellas

messaginginfluentialpeoplewithinthecommunity,suchascelebrities.Thiscreates

aviralwordofmouthmarketingthatusersaremorelikelytotrust.Anexample

ofofflinesignificanceistheseriesofmilkadvertisementsthatshowcasecelebrities

withmilkmustaches(seefigure25,onnextpage).

 64

Figure25:MilkAdvertisementFeaturingPopSinger,Rihanna.

Theseadvertisementsareusedtoencourageconsumerstodrinkmoremilk.

Theuseofcelebritiesintheseadvertisementsisintendedtoshowconsumersthat

themessageistrustworthyandsignificantbecauseitcomesfromsomeonethey

wanttoidentifywith,inthiscasepopartistRihanna.Intheageofsocialmedia,

realitytelevision,andtabloidmagazines,intimatedetailsofcelebritieslivesare

shared,sometimesbythecelebritythemselvesviasocialmedia,thusallowing

otherstheopportunitytoknowandpossiblytotrustacelebrity.Thisisanother

 65

possiblereasonmarketersusecelebrities:marketersbelieveconsumersknowand

trustcelebritiestoacertainextent,andmarketersusecelebritiesthatarepopular

withademographictowhomtheywishtoadvertiseinthehopeofthatdemographic

trustingthecelebritysendorsementofaproduct.

SignificanceasanAnalyticalTool

SignificancewithintheTwittermarketingcampaignsforthisstudyare

shownthroughmessageswrittenbycelebritiesaswellasretweets,ormessages

writtenbyonepersonandredistributedbyanotherperson.Additionally,

significancecanbemeasuredbytheamountofinfluentialusersthesecampaigns

contain.Anexampleofaninfluentialuserforthesecampaigns,inadditionto

celebrityusers,wouldbeauthorsorothercreatorsdiscussingtheproductorservice

beingmarketed.

WhyRIBS?

NowthatIveoutlinedwhatRIBSis,somequalificationforusingithere

seemsnecessary.RIBSisthebasisforthisstudybecauseitwascreatedspecifically

forusewithonlinecommunitiesandsocialsystems(Howard,8).Indeed,RIBS

wascreatedprimarilytobeameansfordesignerstoenvisagenewideasandto

thinkproactivelyaboutthecommunitiestheyareeitherbuildingormaintaining

(Howard,8).Thoughmanytraditionalmarketingheuristicswereconsideredforthe

 66

basisofthisresearch,itisbecauseofthisemphasisinonlineventuresthatIhave

chosentousetheRIBSconstructasananalyticalheuristicwhichwillaidmein

discoveringthewaysinwhichcompaniesaremarketingtheirproductsonlinein

additiontohowtheyareinvolvingtheircustomerstocreateadialogueandasense

ofcommunitythathassincebeenlostfromthemarketplace.

Istressthecreationofadialogueandasenseofcommunitybecauseitis

vitallyimportantintermsoftheuserexperiencewithinonlinecommunitiesand

socialsystems.Thesecommunitiesandsystemswerecreatedforusersinoneway

oranotheranditisvitalthatmarketersbringthiscommunityandthisdialogueback

totheirmarketingiftheyaretosurviveinthenewonlineworld.Manyresearchers

datingbacktoTheCluetrainManifestoin2001havebeenstudyingtheneedfor

dialogueinthemarketplacebetweenthesupplierandtheirconsumers.Infact,the

authorsofTheCluetrainManifestodiscussatlengththeempoweringnatureofthe

InternetaswellasthewaysinwhichtheInternetinvitesparticipationamongits

users.TheauthorsoftheManifestostatemarketinghasbeentrainingits

practitionersfordecadesintheartofimpersonatingsincerityandwarmth.But

marketingcannolongerkeepupappearances.Peopletalk.Theygetontheweb

[](emphasismine)(81).TheManifestoshowsthroughoutthattheInternetisa

placeforconversationanddialogueandthat,tobecompetitiveonline,companies

mustfirstjointheconversation.Thispointiscrucialtomystudybecausethe

companiesIamanalyzinghavedonejustthis;thesecompanieshavecreated

conversationsamongthemselvesaswellasamongtheirconsumers.

 67

Zarella,inhisbookTheSocialMediaMarketingBook,talksaboutmanyonline

communitiesandhowtheycanbeusedinmarketing.Heemphasizesthepointof

communityanddialoguebystatingalthoughsomepeoplepostrealtimeupdates

abouttheirlives,itisfarmoreusefulformarketerstotweetaboutnewcontent,

offers,andnews,aswellasrespondtoquestionsfromotherusers(Zarella,39).

Thus,socialsystemsontheInternetareusefulfortraditionalmarketingpractices

suchasnewsorpressreleasesaswellascurrentoffersonservicesandproducts,in

additiontoitsuseasatoolforcreatingadialogue:talkingwithyourconsumers,

answeringtheirquestions,and,inessence,allowingthemtohaveasayinyour

marketingpractices.

ThesearejustafewexamplesofhowtheInternetischangingthefaceof

marketing.Whatmanyauthorsfailtodescribeiswhyandhowthesetacticswork.

SomeauthorsgivepageafterpageoftipsonhowtousetheInternettotheir

advantage,buttheydonotaddresswhythesetipsareusefulandhowgeneralideas

canbeutilizedsuccessfullyforspecificcompanypurposes.ThisiswhereHowards

DesigntoThriveisuseful,andinsomecasesnecessary.Howardoutlinesfour

constructsthatareessentialinunderstandingwhataconsumerneedsandislooking

forinanymarketingcampaign.

 68

DeterminingBestPractices

BestpracticeswillbedefinedattheendofChapterFive,followinga

conclusionofthisstudy.Bestpracticeswillbedeterminedthroughtheuseof

analyzingbothTwitteraccountsandtheirrespectiveabilitytofulfillconsumers

Remuneration,influence,belonging,andsignificanceneeds.Eachcompanys

fulfillmentoftheseneedswillidentifydifferentbestpracticestofillcertainuser

needs,whichwillallowforamorecompletelistofsuggestionsforfuturemarketers.

Thesebestpracticeswillbedecideduponbyfirstdeterminingwhatneeds

aremet.Oncethishasoccurred,Iintendtodecipherthespecificwaysinwhich

thesecampaignswereabletomeettheirconsumersneeds,whetheritbethrough

discounts,personalvideos,personalmessages,etc.Iwillthenoutlinehowthese

bestpracticescanbeincorporatedintofutureonlinesocialmediamarketing

techniquesinacompletelycustomizableway.

 69

ChapterThreeOldSpice

OldSpiceaftershavehasbeenaproductofProctor&Gambleforover50

years.Untilaroundearly2009OldSpicewasperceivedbymanyasaproductfor

oldermen,andthebrandwasrelativelyunknowntocollegeagedandhighschool

agedindividuals.ThischangedaftertheintroductionofTheManYourManCould

SmellLikewho,inmanyofthesecommercials,wasonahorse.Withindaysofthe

firstairingofOldSpicesnewcampaigngearedatyoungerconsumers,itwas

difficulttogothroughadaywithouthearingahighschoolorcollegeagedmale

quote,atleastinpart,thisfirstOldSpicecommercial(seeFigure31,onnextpage,

forastoryboardofthiscommercial).Thiscommercialwasmemorablepartly

becauseofitsabsurdity,andpartlybecauseitwas,andasofthiswritingis,viewable

wheneverandwhereverauserhasanInternetconnection.Atthetimeofthisstudy,

whenkeyinginOldSpiceintoaGooglesearch(seeFigure32,onpage71),the

firstlinkpointstoOldSpicesofficialwebsitefollowedbyvideoresultsforOldSpice,

OldSpicesTwitterpage,OldSpicesYouTubechannel,theOldSpiceWikipediapage,

andOldSpicesFacebookpage.

Asyoucansee,followingtheofficialOldSpicewebsite,fourofthenextfive

clickablelinksontheGooglesearchpagearesocialnetworkingsites.Nowauser

canviewthesecommercialwhenever,wherever,andhowevermanytimesthey

please,whichcouldaidthestayingpowerofthesecommercialsinthemindsofOld

Spicesconsumers.

 70

Figure31:OldSpiceCommercialStoryboard

Helloladies.*slowcamerazoomin* andswitchedtoOldSpice,he *bathroombackgroundflies

Lookatyourman.Nowbacktome. couldsmelllikehesme. away*Lookdown,backup.
Nowbackatyourman.Nowbackto
me.Sadly,heisntme.Butifhe
stoppedusingladyscentedbody
wash

Whereareyou?Youreonaboat. Ihaveit.*camerazoomsin*Itsan withtwoticketstothatthingyou

Withthemanyourmancouldsmell oyster love.
like.Whatsinyourhand?Backat
me.

Lookagain.Theticketsarenow Anythingispossiblewhenyourman *camerazoomsout*Imonahorse.
diamonds. smellslikeOldSpiceandnotalady. *OldSpicewhistle*END

 71

Figure32:GoogleSearchforOldSpice

Akeyelementinthesuccessofthesecommercialsistheelementof

conversationthatpreviousresearchhasshowntobeessential,especiallywiththe

availabilityofsocialmedia.Traditionalmarketingshowsthataproductshouldbe

aimedattheconsumer,whichinthiscase,isamale.Inthiscommercial,thoughOld

 72

Spiceisaimingtheirproducttowardmen,itseemsasiftheyaregoingagainstthis

traditionaltypeofmarketingandappeartobeaimingthisfirstcommercialat

women,whichmakesthiscommercialstandoutagainstothercommercialsfor

similarproducts;theydothisthroughtheutilizationofanowfamousline,Hello,

ladiesspokenbyIsaiahMustafa,ortheOldSpiceGuyasmostconsumersknow

him.Thisdiffersfrommanyothercommercialsinthat,fromthebeginning,the

consumeristhrowndirectlyintoasalespitchinothercommercials,whileinthese

OldSpicecommercialstheconsumerismadetofeelasthoughtheywerepersonally

engagedinaconversationwithIsaiahMustafa.Manymennowsaythislineinan

efforttosoundlikeIsaiahMustafa,whichaffordsthecommercialstayingpower

withOldSpicesconsumers,andsocialmediafurtherstheabilityofthis

commercialsstayingpower.

Therisingpopularityofsocialmediaandsocialnetworkinghasallowed

individualstocommunicatewithoneanotherfasterthaneverbefore,across

temporalandgeographicalboundaries,andwithorwithoutacompanyspresence

online,consumersaregoingtotalkaboutacompanysproduct.Thus,itis

imperativethatcompaniesfindastrategycombiningtraditionalmediawithnewer

socialmediathatbestsuitstheirneedswithinanadvertisingcampaigninorderto

bepresentintheconversationamongtheirconsumers;utilizingsocialmediain

conjunctionwithtraditionaladvertisingisthenewesttypeofadvertisinggearedat,

hopefully,obtainingandmaintainingacaptiveaudienceinwhichacompanycan

speakoneononewiththeirconsumers.Thisoneononeconversationallowsa

 73

consumertofeelasenseofloyaltytothecompany,whichhasthepotentialtocreate

higherrevenueforthecompanyastheseloyalconsumerstalktotheirfriendswho,

inturn,havethepotentialtobecomeloyalconsumersaswell.

OldSpicescampaignwasahugesuccess,atleastinpart,becauseitwasthe

firstcompanytoutilizeatelevisioncommercialinconjunctionwithsocialmediaon

suchalargescale.Itwasthisnovelty,aswellastheabsurdityofthetelevision

commercialsandvideoresponses,thataddedtothecampaignssuccessand

phenomenonstatus.Irefertothiscampaignasaphenomenonbecauseofnotjust

thenoveltyandtheabsurdity,butalsobecauseoftheconsumerresponsesand

mediaattentionitgarnered.AccordingtothepresssectionoftheOldSpice

website(www.oldspice.com/blog),OldSpicereceivednationalnewsrecognitionin

USATodayforcommercialsgearedatyoungergenerations.Thisrecognition,in

2007,applaudedOldSpiceforreinventingtheproductfortheyoungergenerations.

WhenOldSpicebeganthecampaignfeaturingIsaiahMustafa,newsmediawere

awestruckagainbyOldSpice:theNewYorkTimesreportedonJuly16,2010thatthe

originaltelevisionadvertisement(Figure31)garneredoversixmillionviews

sincethevideowasuploadedtoYouTubeonJune29,2010.Additionally,thevideo

responseshadaviewershipofoverfivemillion,andtheOldSpiceYouTubechannel

wasthemostviewedchannelonYouTubeduringthethreedaysofvideoresponses.

NotonlydidOldSpicegrowtheirYouTubeviewershipinthebeginningofthis

campaign,theyalsoexpandedtheirTwitterfollowingfromamere3,000followers

beforethecampaignto48,000followersafterthecampaign16timestheoriginal

 74

amount.Thus,addingTwittertoitsarsenalofmarketingstrategies,OldSpicewas

abletoexpanditsnumberofpotentialconsumersexponentiallyoverathreeday

period.

Throughthestudyofthiscampaign,Iaimtoshowhowpertinentitisthat

companiesbeginutilizingsocialmediainordertokeeptheirconsumersupdated

withinthemoment,almostinstantaneousfeedback,aswellasoutlinestrategies

usedbyOldSpiceandMorganKaufmannintheirrespectiveTwittercampaigns.

Thoughthestrategiesforusingsocialmediawillbedifferentforeverycompany,as

thisanalysisshows,thisstudyistoshowhowtwodifferentcompaniesusedthe

samesocialmediatoolduringthesametimeframeintwoverydifferentwaysto

accomplishasimilargoal.Althoughtheamountoftweetswithinthisstudyis

minimalatbestcomparedtothetensofthousandsofviewersoftraditional

advertising,inthecomingyearsIproposethatcompaniesusetheideasbrought

forthinthisstudyinordertoembracethisnewtechnologyandlearnto

communicatewiththeirconsumersinthisnewmediuminanattempttoattainthe

numberofconsumersthattraditionalmediareach.Icanonlyhopethatthisstudy

highlightstheadvantagesofusingsocialmediatoenhance,asopposedtoreplace,

anadvertisingcampaigninamoretraditionalmedium.

 75

TwitterandOldSpice

DespiteOldSpicesuseofmanyvaryingsocialnetworkingsites,Ifocusthis

researchonOldSpicesuseofTwitterforthesolereasonthatTwittercanbeutilized

asahubformost,ifnotall,socialnetworkingsites.Forinstance,ausercansettheir

TwitteraccounttoautomaticallyupdatetheirstatusonFacebookandLinkedIn.

Additionally,Twittercanimbedawebaddresstoanytypeofcontentonthe

Internet,suchaspictures,stories,orarticles,relatedtoauserscompanyorproduct

orevenlinksthatleadtoothersocialnetworkingsites.Additionally,acompanys

Twitterpagecancontainsaplethoraofinformationforuserstodigest(SeeOld

SpicesTwitterpageinFigure33).

Figure33:OldSpiceTwitterPage

 76

Asseenabove,alargeamountofcontentisdisplayedinaverysmallamount

ofspaceonTwitter.However,despitetheabundanceofinformationavailable,allof

thecontentisreadilyavailablewithoutthenecessityofscrolling,andthereare

manydifferentwaystoobtainthesametypeofinformationfromthispage.Tweets

aredisplayedinthewhitebox,knownasthefeed,withthenewestonthetopand

theoldertweetschronologicallyordereddownthepage.Thisallowsuserstoscroll

downthepagetoviewoldertweetsastheydesire.Additionalinformationand

resourcesareinthegraybox,andarealwaysavailableatthetopofeachpage.

Figure34,below,isthesameTwitterpageasinFigure33,andIhaveincludeda

guidethatwillexplain,indetail,eachpieceofinformationonthisTwitterpage.

Figure34:OldSpiceTwitterPagewithGuides

 77

Theblackbarattheverytop,sectionA,containsatthefarleft,theword

twitterandthebluebirdlogo;thistextandimagecombinationisalinkleadingto

aTwitterusershomepage,whichcontainsalayoutliketheoneaboveincludinga

feedofrecenttweetspostedbythepeopleandcompaniesauserisfollowing.Next

tothatisthesearchbarthatallowsuserstosearchforindividualsorcompanies

withinTwitter,topicsotherusersarediscussing,orevenentirephraseswithina

tweet.Nexttothesearchbar,inthemiddleoftheblackbar,arefourlinksleading

to,inorderfromlefttoright,aTwitterusershomepage,ausersindividualprofile

oncetheyareloggedin,apagecontaininganymessagestheuserhasreceived,anda

pagelistingsuggestionsforindividualsorcompaniesausermaywanttofollow

basedonwhotheycurrentlyfollow.Thelasttwoobjectsontherightconsistofa

squarewithapencilinitthatallowsausertocomposeanewtweetfollowedbythe

userspictureandnamewithaclickabledownarrowopeningupadropdown

menu;whenauserclicksonthisarrow,threeoptionsappear:Settings,Help,and

Signout.ByclickingonSettings,ausercanchangeoptionswithintheiraccount

suchastheirlanguageortimezone.ClickingonHelptakesausertoTwittershelp

pagecontainingtopicssuchasbasicloginhelp,errorreporting,andtheabilityto

searchforahelptopic.ToexitoutofausersTwitteraccount,clickontheSignout

button.

Directlybelowtheblackbar,thescreenissplitintotwosectionsof

information.Thewhiteboxontheleft,wherethefeedislocated,contains

informationpertainingtotheindividualorcompanyauserisfollowing,whichwill

 78

bedescribedindetailhere.SectionB,abovethecreambar,containsinformation

abouttheindividualorcompany,inthiscaseOldSpice.Thissectioncontainsthe

OldSpicelogointhetopleftcornerwiththenameofthecompanydirectlytothe

right.Nexttothecompanyname,abluecirclecontainingacheckmarkshowsthat

thisTwitteraccountistheofficialTwitteraccountrunbythecompany.This

verificationmarkerisusedforwellknowncompanies,actors,andactresses,aswell

asnonactingtelevisionpersonalitiesincluding,butnotlimitedto,newsanchors,

televisionchefs,andrealitytelevisionstars.Thesepagesneedtobeverified

becauseoccasionallyfanschoosetocreatetheirownTwitterpageforthecompany

orcelebrity,andmightpostsomethingthatisnotinlinewiththethoughtsorviews

ofthecompanyorcelebritytowhichtheyareattributingtheirthoughts.Alsointhis

section,initalics,isabriefdescriptionofOldSpicefollowedbyalinktoOldSpices

YouTubechannel.Thislinkonanindividualorothercompanypagecouldleadtoa

personalwebsite,acompanywebsite,orotherrelatedsite,including,asseenwith

OldSpice,othersocialnetworkingsites.

SectionC,thecreambar,containsfiveelements.Thefirstelement,onthefar

left,isagreenrectanglewithacheckmarkandthewordfollowinginwhite.This

showsauserthattheyarefollowingOldSpice,andthetweetsandretweetsfrom

OldSpicewillshowupintheusersfeedwhentheyloginontheirprofile.Nextto

thisgreenbarisacirclecontainingaphone.Ifthissymbolisgrayedout,asitisin

Figure34,itshowsthatthetweetswillnotbesenttotheuserscellphoneonce

theyhavebeenenteredinTwitter.If,however,thissymbolisgreen,itshowsthat

 79

thetweetswillindeedbesenttotheusersphone.Thenextcircle,whichisgreenin

Figure34,indicatesthatretweetsfromthisindividualorcompanywillshowupin

ausersfeed.Ifthissymbolisgrayedout,itmeansthatretweetswillnotshowupin

ausersfeed.Thenextsymbolisaboxcontainingabulletedlistwithadown

arrow.Onceauserclicksonthisbutton,theycansortOldSpiceintoalist,suchas

friendsormarketing,thatallowstheusertoclassifyalltheindividualsor

companiestheyfollow.Thelastsymbolonthefarrightisaboxwithacoganda

downarrow;clickingonthisbuttonshowsadropdownmenuwiththreeoptions

forauser:MentionOldSpicewithinatweet,BlockOldSpicefrommentioning

theuserand/orseeingtheuserstweets,andReportOldSpiceforspamtolet

thosewhomanageTwitterknowthatOldSpiceissendingunwantedmessagesor

tweetstotheuser.

SectionD,directlybeneaththecreambox(sectionC),containsfivetabswith

theoneonthefarleft,Timeline,openasadefault.Thisisatimelineoftweets

relevanttoOldSpice,boththosemessagesOldSpicetweetedandthosemessages

otherstweetedaboutOldSpice.Ifauserclicksonthenexttab,Favorites,auser

willseeOldSpicesfavoritetweets.Themiddletab,Following,hasadropdown

menuwithtwooptions;thefirstoptioninthismenu,AllFollowing,willshowthe

useralistofalltheusersOldSpiceisfollowing.Thesecondoptioninthismenu,

YouBothFollow,willshowtheuseralistofthosetheuserandOldSpiceboth

follow.Thenexttabworksinmuchthesameway,exceptthatinsteadof

Following,itshowsFollowers.Again,whenthislinkisclickedithasadrop

 80

downmenuwithtwooptions,AllFollowersandFollowersYouFollow.Whena

userclicksonAllFollowers,alistwillappearofalltheusersfollowingOldSpice.

WhenauserclicksonFollowersYouFollow,itshowstheuserwhichindividuals

orcompaniestheyfollowarealsofollowingOldSpice.Thelasttabontheright

showsallthelistsinwhichOldSpicehasbeenplaced.

Theremainderofthewhiteboxontheleftiswhatisreferredtoasthefeed.

Withinthisfeedaretweets,sectionE.Eachtweetinthefeedismarkedbythe

pictureorlogooftheindividualorcompany,respectively.OnceOldSpicepostsan

update,itgoesintheirfeed;OldSpicesfeedshowsviewerswhatOldSpicehas

postedorwhatotherusershavepostedaboutOldSpice,inchronologicalorderfrom

newestatthetoptooldestatthebottom.WhenanOldSpicetweetshowsupina

usersfeed,however,itisplacedamongtweetsfromotherindividualsorcompanies

thatuserisfollowinginchronologicalorder,againfromnewesttooldest.

Ontherightsideofthescreenisagraybox.Atthetopofthisbox,sectionF,

isagroupofstatisticsaboutOldSpice.Thefirstnumberontheleft,abovetheword

tweets,tellsauserhowmanytweetsOldSpicehaswritten.Thenextnumber,

abovethewordfollowing,tellsauserhowmanyotherindividualsorcompanies

OldSpiceisfollowing.Abovethewordfollowersisthenumberofindividualsor

companiesthatfollowOldSpice.Thelastnumber,abovethewordlisted,shows

howmanytimesOldSpicehasbeenputintoafollowerslist,asexplainedbriefly

above.

 81

Thenextsectioninthegraybox,sectionG,showsconnectionsbetweena

userandOldSpice.Theseconnectionsaretheindividualsorcompaniesauser

followsthatalsofollowOldSpice,aswellasindividualsorcompaniesauserandOld

Spicebothfollow.DirectlybelowtheconnectionsissectionH,whichshowsa

pictureorlogoofindividualsandcompanies,respectively,thatOldSpiceis

following.NextissectionI,anditcontainsindividualsorcompaniesthataresimilar

toOldSpicethatausermayalsobeinterestedinfollowing.

AtthebottomofthegrayboxissectionJ.Thissectioncontainsfourteenlinks

thatappearoneachpageofTwitter.Thetoplinecontainsninelinks,described

below.Thefirstlink,About,takesausertoapagefullofinformationabout

Twitter,suchashowtouseTwitter,whereTwittercanbeused,andhowTwitter

canbeaccessedonadeviseotherthanacomputer.Thenextlink,Help,takesa

usertothehelppagedescribedaboveinsectionA.NextisBlog,whichtakesa

usertoTwittersblogwhereausercanreadaboutTwitterandworldeventsin

relationtoTwitter,aswellastweetadirectlinktoacertainblogpost.Nextis

MobilewhereTwitteruserscandownloadapplicationsontotheirsmartphonein

ordertouseTwitteronthego.NextisStatus,whichshowsTwittersmostrecent

status,ortweet;userscanviewthisbyeitherclickingonthislinkorbyfollowing

Twitter.Thesestatusupdates,ortweets,areshortupdatesonanythinghappening

atTwitter,suchasserversrunningsloworemailupdatesnotbeingsenttousers.

NextisJobswhichtakesausertoapageshowingopenpositionsatTwitterand

tweetsfromTwitteremployees.Termsdiscussesauserstermsofuseand

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coverslegalitiesregardingtheuseofTwitter.Privacytakesausertoapage

devotedtoprivacyconcernssuchasuserinformation,especiallychildren,as

Twitterstatesonthispagethattheydonotaimtheirservicesatchildrenunderthe

ageofthirteen.ThelastlinkonthisfirstlineisShortcuts.Whenauserclickson

thislink,awindowpopsupshowingwhatkeyboardshortcutsmaybeusedwithin

Twittersuchastypingttoretweetsomethingorntowriteanewtweet.

Thebottomrowcontainsfivelinks;thefirstoftheseisAdvertisersthat,

whenclicked,takesausertoaformtheymayfillouttoadvertiseonTwittervia

promotedtweets,trends,oraccountsinordertogrowaclientbase.Thenextlink,

Businesses,takesausertoapagewiththreeoptionsforutilizingTwitterfora

business:LearntheBasics,OptimizeYourActivity,andStartAdvertising.The

thirdlinkisMedia,andthislinktakesausertoapage,muchlikeTwittersblog,

thatshowsstoriesofhowTwitterisbeingused.ThedifferencebetweentheMedia

linkandtheBloglinkisthattheMedialinkonlyshowsstoriesofhowTwitteris

beingusedinthemedia,suchaslivetweetingduringtelevisionshows.Thenext

link,Developers,takesausertoapageaboutdevelopingapplicationstousewith

Twitter.ThefinallinkisResources,andthatlinktakesausertoapagewherethey

candownloadFollowMeonTwitterbuttons,TweetThisbuttons,Twitter

widgets,andTwitterlogosandiconstoaddtotheirpersonalwebsitetomakeit

easierforotherstotweetcontentstraightfromtheirwebsite(SeeFigure11,in

Chapter1,forexamples).

 83

AsstatedinChapterTwo,Twitterallowsusersa140charactermaximumin

allupdates;however,notallexternallinkscanfitwithinthis140character

maximum.Inordertoincreasetheflowofinformationfrommultiplesources

withouttheneedtoparaphraseinformationgatheredelsewhereontheInternet,

Twitterautomaticallyshortensexternallinks,thusallowinguserstodirectlyinsert

alinktoothercontentintotheirtweet.DespitethefactthatTwittershortens

externallinksinordertomakeiteasierforausertopostalink,Twitterusersmay

beinclinedtobemoreselectivewhenlinkingtoothersitesandthusmaychoose

onlywhattheyperceiveasthebest,mostaccuraterepresentationoftheinformation

theywanttosharewithothersbasedonthismaximumcharacterlimit.OldSpice

usesthisabilitytosharelinksinordertopostvideosfromitsYouTubechannelof

newcommercialsorvideoresponsestotheirusersquestions.Threestoryboard

examplesofthesevideoresponsesareonthenextthreepages:Figure35isa

videoresponsetoacelebrityuser,DemiMoore;Figure36isavideoresponseto

ananonymous,thusnoncelebrity,user;andFigure37isavideoresponsetoall

users,celebrityandnoncelebrity,announcingtheendofthevideoresponses.

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Figure35:VideoResponsetoaCelebrityTwitterUser

DemiMooretoldus:OldSpiceguy,I *showercurtainslowlypulledaway* withthispetrifiedfreshwaterfish,

wantaspecialvideoresponse. HowaboutIbeatupthepiratepiata whilesayingyourname.
Wow!ThanksDemiMoore.AndI seenrightbehindme
wanttogiveyouaspecialvideo
response.

*stepsbackandhitspiata* *stepsforwardtooriginalposition* Ididntsayyourname.Butthere
weretreasuresinside.*putshands
onhips*END

 85

Figure36:VideoResponsetoNonCelebrityTwitterUser

Helloanonymous.I'mgladatleast Randomcrown.Andthatmeansalot. Largebook.Becauseyou're

someofmostofyouarelikingmy importanttome.
newOldSpicecommercial.

Jewelencrustedscepter.AndIwant Freshwaterfish.SoIalwaystrymy Deliciouscake.Becauseyoudeserve
tomakeyouproud. best. thebest.

Thefishagain.Sothat'swhatIgive Expensivemagnifyingglass.END Thankyoufriends.You'remy

you. everything.

 86

Figure37:VideoResponsetoAllOldSpiceTwitterUsers(CelebrityandNonCelebrity)

Wellfriends,likeallgreatthings,this Bermudatrianglemysteriesthatneed andeveryoneknowsIcoulduseone

toomustend.There'sgiantoaksthat
needchainsawingintoayachtboat.
Iknowalotofyouhavewrittentome
andcommentedonmyworks,butI
amjustoneridiculouslyhandsome
man.Ican'twritetoeveryone,but
pleaseknowthatIconsideryoumy
dearestandclosestInternetfriends.
I'llneverforgetthistimewe'vespent
together.Iloveyou,always.
solvingwithhugemagnifyingglasses,
*putsarmsoutandwaits*
ortwelvemetalsforwinningexotic
carthrowingcompetitions.Imust
ridemyjetskilionintothesunset.
Iknowalotofyouhavewrittentome
andcommentedonmyworks,but,I
amjustoneridiculouslyhandsome
man,Ican'twritetoeveryone.but
pleaseknowthatIconsideryoumy
dearestandclosestinternetfriends.
Illneverforgetthistimewe'vespent
together.Iloveyou,always.
silverfishhandcatch.
*fishfallsfromoverheadintohis
hands*Silverfishhandcatch.END

Theaboveexamplesshowasmallsampleofthetypeofvideosuserscan

viewthatwerecreatedbyOldSpiceinresponsetoquestionsandcommentsposted

tothemviaTwitter,Facebook,YouTube,Reddit,andothersocialmediasites.Atthe

beginningofeachresponse,IsaiahMustafawouldaddresstheuserbyname,handle

(@username),or,asFigure36shows,byaddressingtheresponsetoauserthat

leftnonameorhandlebywhichtobeaddressed.Eachvideoofthisnature

respondstoaspecificquestionorcommentposedbyausertoOldSpice,regardless

ofhowabsurdormundanethequestionorcomment.

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ThecreationofvideoresponsestousersquestionswasawaythatOldSpice

remuneratedtheirusersfortalkingaboutthemonTwitter,anditmayhavehelped

buildrapportamongspecificusersandtheOldSpicebrand.Creatingindividualized

videoresponsestousersquestionsandcommentsallowedOldSpicethe

opportunitytohaveatwowayconversationwiththeirusers.Thistypeoftwoway

oneononeconversationenhancesausersfeelingsaboutthebrandandallowsthe

userawaytoindirectlycreatecontentforandbyOldSpice,whichcanhelpbuild

greatertrustamongusersandOldSpice,becausetheusersnowhavethe

opportunitytohaveastakeinthebrand,aswellasasayinwhatthebrandmeansto

them.Thisgreateramountoftrustinthebrandcanallowtheusersaplatformon

whichtodiscussOldSpicewiththeirfriends.Essentially,OldSpicehascreatedan

opportunityforitsuserstoadvertisetheirbrandbywordofmouth;andsince

peoplegenerallytrusttheirfriendsmorethantheytrustacorporation,thebest

advertisingstrategyistohaveconsumerstalkfavorablyaboutabrandtotheir

friends.

StudyParameters

ThisstudywasconductedusingtweetsfromJanuary1,2010untilDecember

31,2010ontheOldSpiceTwitterfeed.Ofthe1,717tweetscollectedforthisperiod,

everyfifthtweetwascoded,totaling343tweets.Thisincludedtweetspostedfrom

thesameusername,asitappearedtherewere,attimes,runningjokesand

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conversationsamongusersthroughtweetingbackandforthtooneanother.The

codingprocessconsistedofratingonlyinformationfoundineachtweet,excluding

extraneouslinkedtoinformation,foreachparameter:Remuneration,influence,

belonging,andsignificance.Ifalinkwasembeddedinatweet,itwasviewedto

determinehowitrelatedtothecontentwithinthetweet;forexample,atweetwith

aYouTubevideolinkembeddedwithinwouldbecodedforcontainingavideo,

however,thevideoitselfhadnoimpactontheactualnumericalvalueassignedto

anyparameterinregardstothetweet.

AsstatedinChapterTwo,wordcountwasofvaluetoRemunerationand

influence;thus,Ioutlineherewhatconstitutedawordforthisstudy.Awordcould

beanyofthefollowing:ahashtag(i.e.#oldspice),asdiscussedinChapterTwo;

wordabbreviationssuchasthxforthanks;usernames,includingthe@symbol,

whenincludedintheoriginaltweetofaretweet;anumberinwordornumerical

form;twowordstiedtogetherwiththeplussign,forexample,old+spicewouldbe

readoldplusspiceoroldandspice,andwouldcountforthreewords.Aweb

addresswouldnotbeincludedinthewordcountbecauseitisaseparateentitythat

ismoreorlessanappendixtotheoriginaltweet.Additionally,ausername,denoted

bythe@symbolinfrontofaname,whenusedtosendadirectmessageor

responsetoacertainuserwasnotincludedinthewordcountasitactslikean

addressonanemailandisnottechnicallypartofthemessage.

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ResearchFindings

ThissectiondiscussesthefindingsfromtheOldSpicesegmentofmy

research.Tobegin,Iwillbrieflyhighlightthewordcountdatafromthe343tweets

inmysample.Fromthese343tweets,therewereatotalof2,895words,averaging

roughly8.4wordspertweet.Themaximumnumberofwordsusedinasingletweet

was29(ThegroomleftonabusinesstripandImoutofdeodorantduetothefact

thatweshare.IguessIwilljusthavetobuyanother@OldSpice.),whilethe

minimumnumberofwordsinasingletweetwaszero(youtube.com/oldspice).

ThefirstexamplewaswrittenbyaconsumerandretweetedbyOldSpice,whereas

OldSpicewrotethesecondexampletoaconsumer.Seetheprevioussectionabout

studyparametersforareviewofwhatdidanddidnotcountasaword.Forareview

ofthestudyparametersforeachofthefourcomponentsoftheRIBSheuristic,see

ChapterTwo.

Remuneration

ThetotalnumberofpointscodedforOldSpicesRemunerationwas1,290.

Onaverage,therefore,eachtweetwasshowntohaveascoreof3.75for

Remuneration,withthemaximumRemunerationatsixandtheminimum

Remunerationatzero.SeeFigure38,onnextpage,foratablecontainingthetotal,

average,maximum,minimum,andmostcodedscoresforRemuneration.

AnexampleofthemaximumRemuneration,six,isfromOldSpicetotwousersas

follows,@newtonvthehorde@destructoidWeregivingawayabatchofNewtonvs

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HordeXboxLivegamecodesifClansareinterested.Forthistweet,becauseitwas

adirectmessagemorethantwowords,it
Figure38:RemunerationScores

receivedplustwo.Also,becauseitwasanote TotalScore 1,290

ofaffirmationoracknowledgmentoftheuser, AverageScore 3.75

orinthiscaseusers,andwasmorethantwo MaximumScore 6

words,itreceivedanadditionalplustwo, MinimumScore 0

bringingthetotaluptofour.Itwasgivenplus MostCodedScore 5

onebecauseofthepsychological

Remunerationfortheusersbywayofanacknowledgementandadirectmessage,

bringingthetotaltofive.Additionally,becausetheyweregivingthecodesaway

insteadofsellingthem,theyweremonetarilyremuneratingtheirusersforan

additionalplusonetotheRemunerationtotal,bringingthetotaltosix.Thistweet

wastheonlytweetcodedthatreceivedasixforRemuneration.

Thenexthighest,andmostcoded,Remunerationtotalfortweetswasfive,

andwasmorecommonthansixbecausetherewaslittletonomonetary

Remunerationwithintweetsthathadtheotherthreeelements.Anexampleofthis

typeoftweetwouldbe,@BlaQueHollywoodwellnow,Wikipediashouldonlyassist

ourmanknowledge.Thistweetisadirectmessagelongerthantwowordsand,

thus,receivesanadditionoftwotothetotalRemuneration.Itisan

acknowledgementoftheuserand,becauseitislongerthantwowords,itreceives

anadditionaltwopoints,bringingthetotaltofour.Finally,thistweet

psychologicallyremuneratestheuserbecauseOldSpicehaswrittenapersonalized

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messagefortheuser,thusgivingRemunerationforthistweetanadditionalpoint,

totalingfive.

TheminimumamountofRemunerationreceivedforthesetweetswaszero.

Anexampleofthiswouldbe,Ifyougotowhereveryoubuydeodorantandmention

thewordFacebookinhopesofgettingadiscount,oddsareyouwillbe

disappointed. This type of tweet codes as a zero because there is no direct

communication, there is no acknowledgement of any user, and there is no psychological

or monetary Remuneration given to the user.

Influence

ThetotalamountofInfluenceforthissampleofOldSpicetweetswas886,

averagingalmost2.6pointspertweet.ThemaximumamountofInfluencewasfour

points.SeeFigure39,atright,foratable Figure39:InfluenceScores

containingthetotal,average,maximum, TotalScore 886

minimum,andmostcodedscoresforInfluence. AverageScore 2.6

Anexampleofthisfourpointtweetisfrom MaximumScore 4

midFebruaryof2010,whenthecommercial MinimumScore 0

discussedatthebeginningofthischapter(see MostCodedScore 3

Figure31),andothersimilar

commercials,werefirstairedandOldSpicestartedrespondingtotheirusersvia

theirsocialnetworks,butbeforetheyrespondedviavideoresponsesontheir

YouTubechannel.Thistweetsimplysays,@Nick_T_SimmonsImonahorse.

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Despitethefactthatthetweetlookssimple,OldSpicehasallowedauseragreat

amountofinfluence.ThistweetisgivenafourforInfluencebecauseitwasadirect

communicationmorethantwowords,whichgaveittwopoints.Nick_T_Simmons

inadvertentlycreatedcontentbypostingamessagetoOldSpice,whichwasthen

respondedtobyOldSpice.Thus,Nick_T_Simmonsessentiallycreatedcontentby

postingamessagetoOldSpice.OldSpicethencreatedcontentbypostingamessage

back.Therefore,thecontentcreatedbyOldSpiceinthemessagebackto

Nick_T_SimmonswouldnothavebeencreatedwithoutNick_T_Simmonsfirst

message.Thisindirectcreationofcontentbytheuserreceivedanadditionalone

point,totalingthree.Thelastpointisawardedbasedonthesecrethandshakethis

userandOldSpiceshare.ThephraseImonahorseiswhatIsaiahMustafa,The

ManYourManCouldSmellLike,saidattheendofthefirstcommercial(seeFigure

31).Thislinebecamesopopularwiththenewer,youngergenerationofOldSpice

consumersthatitbecameaninsidejoke.Manyoftheseconsumersincorporatedthe

Imonahorsetaglineintoconversation,thuscreatinganinsidejokeamongOld

Spicesusers.

ThenumbermostidentifiedforInfluencewasthree.Anexampleofthis

showsdirectcreationofcontentbyauser:GameFarmerThanksto

@TheRealOldSpice,ImendingallofmysentenceswithImonahorse.Thistweet

waswrittenbyGameFarmer,itmentionedOldSpice(@TheRealOldSpice),andwas

retweetedbyOldSpice.TwopointsweregivenforInfluenceinthistweetbecauseit

waswrittenbyauserandretweetedbyOldSpice.Anadditionalpointwasadded

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becausetheuserhasasecrethandshakewithOldSpice,Imonahorse,bringing

thetotaltothree.

TheminimumamountofInfluencewaszero.Anexampleofatweetwith

zeroamountofInfluenceis,Fightboredomtoday!Spendsometimeinourfree

downloadssectionhttp://www.oldspice.com/downloads/.Althoughthistweet

allowsuserstovisitapageonOldSpiceswebsitethatwillallowthemtodownload

itemsforfree,thisdoesnotconstituteInfluence,becausetherewasnodirector

indirectcreationofcontentfromtheuser,therewasnodirectcommunication

betweenOldSpiceandtheuser,andtherewasnosecrethandshake.

Belonging

ThetotalforBelongingwas179,averagingalittleoverhalfapointpertweet.

SeeFigure310foratablecontainingthe Figure310:BelongingScores

total,average,maximum,minimum,andmost TotalScore 179

codedscoresforBelonging.Themaximumfor AverageScore .507

Belongingwastwo,andanexampleofthis MaximumScore 2

comesfromthedaybeforeFathersDay:Its MinimumScore 0

nottoolatetolovepunchyourDadinthe MostCodedScore 0

heartwithaFathersDayecardfromOldSpice

http://bit.ly/oldspicedad.ThisreceivedonepointforBelongingbecauseitwasa

membersonlydealofwhichTwitteruserscouldtakeadvantage.Thesecondpoint

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thistweetreceivedwasgivenbecauseitwasanactive,socialexperienceforthose

whodecidedtopartakeoftheactivityofchoosinganonlineFathersDayecard.

TheleastamountofpointsforBelongingwaszero,andBelongingistheonly

categoryinwhichthemostfrequentnumbercodedforwaszero.Anexampleofthis

wouldbe,@nitya413butofcourse!Thisexampleisaresponsetoauser,butit

doesnotcontainamembersonlydeal,itisnotanactive,socialexperienceof

whichtheusermaypartake,andthereisnosecrethandshakebetweentheuserand

OldSpice.

Significance

ThetotalamountforSignificancewas436,withanaverageofroughly1.25

pointspertweet.Themaximumnumberassignedtoatweetwasfive.SeeFigure3

11foratablecontainingthetotal,average,maximum,minimum,andmostcoded

scoresforSignificance.Anexampleofatweet Figure311:SignificanceScores

TotalScore 436
scoredatfiveisasfollows:Ellenwas
AverageScore 1.25
awesome!!!OldSpicegotmadprops!!!Hada
MaximumScore 5
blast!!!LetsdoitagainOnahorse.(via

@isaiahmustafa)Thistweetreceivedone MinimumScore 0

pointformentioningareputablebrand,Old MostCodedScore 1

Spice.Addinganotherpointtomakethetotal

twowasOldSpiceretweetingthisfromIsaiahMustafa.IsaiahMustafawrotethe

originaltweet,resultinginanotherpointaddedbecauseofIsaiahMustafascelebrity

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status,makingthetotalthree.Thefinaltwopointscomefromthementionoftwo

celebrities:Ellen,fromTheEllenShow,andIsaiahMustafa.

ThemostoftenusednumberforSignificancewasone.Themostcommon

useofSignificanceinthiscapacitywas,aftertheintroductionofIsaiahMustafaas

TheManYourManCouldSmellLike,writingthetweetsasifIsaiahMustafahad

writtenthem.Thus,manytweets,suchasthistweet,@JohnnyMagmaIhopeyou

did.Congrats.Also,Imonahorse,areassumedtobewrittenbyIsaiahMustafaand

arecodedasonebecauseheisacelebrityfromhisworkwithOldSpice.

TheminimumamountofSignificance,zero,occurredintheweeksbefore

IsaiahMustafawasintroducedasthecharactercelebrityheistodayinthefirstOld

Spicecommercial.Tweetssuchas,@sarahmsmartThanksand@fbayona21

YeshavenovalueforSignificancebecausethesetweetsdonotcontainamentionof

areputablebrand;theyarenotretweetsofusersoriginalcontent;theyarenot

writtenbynordotheymentionacelebrityasthemselvesorasacharacter;andthey

donotcontainafreegiveaway,acontest,agame,oravideo.

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ChapterFourMorganKaufmann

MorganKaufmannhasbeenpublishingbooksrelatedtocomputerscience

andtechnologysince1984.Accordingtotheaboutsectionoftheirwebsite

(http://mkp.com),theypublishbooksinArtificialIntelligence,computer

networking,computerarchitecture,computersgraphicsandgamedevelopment,

datamanagementandbusinessintelligence,softwareengineering,anduser

experienceandhumancomputerinteraction(http://mkp.com/aboutMorgan

Kaufmann).FromlateAprilthroughMay,MorganKaufmannhadapushfor500

Twitterfollowers,andsuccessfullyattainedthatgoalattheendofMay.Asofthis

writing,MorganKaufmannhas741followersonTwitter.

TwitterandMorganKaufmann

MorganKaufmann,muchlikeOldSpice,utilizesTwitterasahubforupdating

theirothersocialmediaaccounts.UnlikeOldSpice,however,MorganKaufmann

alsoutilizesTwitterasthelandingpageforupdatesfromsiteslikeFacebook.As

statedpreviously,Twitterhastheabilitytosendoutstatusupdatestoothersites

fromatweetaswellastocreateatweetfromanothersitesstatusupdate;thisis

justoneofcountlesswaysausercanpersonalizeTwitterfortheirspecificneed.A

secondwaytopersonalizeTwitterisinhowauserviewsanindividualsora

companysTwitterpage.ReferbackinChapterThreetoFigure32toseewhatOld

 97

SpicesTwitterpagelookslike,thenlookatFigure41,onnextpage,toseewhat

MorganKaufmannsTwitterpagelookslike.MorganKaufmannhascreatedtheir

Twitterpageusingnotjustthecolorsfromtheirlogo,butthelayoutofthe

backgroundontheirwebsite(Figure42)whichaidsintheirbrandidentity,and

helpsconsumersandTwitterfollowersassociateonepagewiththeother.

Figure41:MorganKaufmannTwitterPage

 98

Figure42:MorganKaufmannWebsite

AthirdwayausercancustomizethelookoftheirTwitterpageisthrougha

logoorpictureusedastheiravatarthatshowsuponeverytweettheypost.

Therefore,ifauser,suchasMorganKaufmann,poststotheTwitterpageofanother

user,theirtweetwillstandoutasonefromMorganKaufmann Figure43:
Morgan
amongtweetspostedbyothersinthefeed.MorganKaufmann, Kaufmann
TwitterAvatar
andofcoursemanycompanies,dothisbyhavingtheircompany

logoastheiravatar.TheavataronTwitterisslightlydifferent

fromthelogoonMorganKaufmannswebsite,butitisstill

distinguishableasthesamebrand(seeFigure43andFigure44,respectively).

 99

Figure44:MorganKaufmannWebsiteLogo

Asyoucanseefromtheabovefigures,bothMorganKaufmannlogoshavethe

sametypeface,butdifferentcolors.Thedifferenceincolorofthetwologosisdueto

Twittersinterfacecustomizability.ReferbacktoFigures41and42toviewhow

thecolorsinthelogofromMorganKaufmannswebsitearebroughtintothe

Twitterpageviathebackground.Sincethesecolorsareinthebackground,Morgan

Kaufmannslogoismadeusingthemidtones,thusallowingthemtocontinue

utilizingtheirbrandcolorswhilestillmakingtheirTwitterpagestandoutfromtheir

websiteasaseparateentity.

TheabilityofuserstoalterthelookofTwittergoesbeyondenhancinga

personalprofileoraddingacompanylogoorbrandingcolorstoapage;thisability

allowsforwhatJarvisdiscussesinhisbookWhatWouldGoogleDo?:conversation.

ThisabilitytochangethelookofaTwitterprofileallowsausertounderstandmore

aboutthepersonorcompanyofwhoseTwitterpagetheyareviewing.Thisis,

perhaps,onereasonTwitterwasdesignedthisway.AsJarvisputsit,

 100

Designisaboutmorethanaesthetics.Designisanethic.Designisthepath

bywhichyouinteractwithyourpublic.[]Thesimplerandclearerthe

design,thebetter.Tobesimpleistobedirect.Tobedirectistobehonest.

Tobehonestistobehuman.Tobehumanistobeinaconversation.Tobein

aconversationistocollaborate.

FromWhatWouldGoogleDo?,page116[emphasismine]

ItisimportanttoviewTwitterfromJarvisstandpointasaplacefor

conversation.Asmypreviousresearchshows,conversationiskeyinallendeavors,

especiallyontheInternet.WhatisnotableaboutMorganKaufmannsuseofTwitter

istheamountandtypeofinformationtheyareabletorelaytotheirfollowers;many

tweetsconsistedofacallforpapers,conferenceinformation,newbookinformation,

orsomeothertypeofinformativeupdateonaonetomanyscaleasopposedtoOld

SpicesuseofTwitter,whichreliesheavilyondirectconversationswithusersona

onetoonescale.

StudyParameters

AswithOldSpice,IcollectedtweetsfromMorganKaufmannsTwitterpage

betweenJanuary1,2010andDecember31,2010,resultingin1,287totaltweets.Of

these1,287tweets,258werecodedafteridentifyingeveryfifthtweetforthecoding

process.CodingforMorganKaufmannwasidenticaltocodingforOldSpice;

however,therewerefarlessvideosanddirectmessagesbetweenMorgan

 101

Kaufmannandtheirconsumers.Nevertheless,MorganKaufmannwascodedusing

thesameprocedureaswasOldSpice.Thefollowingisarefresherofwhatwas

discussedinChapterThree.

ThiscodingprocessconsistedofratingeachtweetforRemuneration,

Influence,Belonging,andSignificance,allasseparateentities.Ifalinkwas

embeddedinatweet,itwasviewedtodeterminehowitrelatedtothecontent

withinthetweet,andwascodedonlyforthetypeofcontentitcontained.For

example,atweetwithlinktoabooksoldmyMorganKaufmannathalfpriceto

Twitterfollowerswouldbecodedformonetaryrepaymenttoauseraswellasa

membersonlydeal,butanyextraneouscontentonthesitelinkedto,suchas

recommendationsforotherbooksausermaylike,hadnoimpactonthenumerical

valuegiveneachparameterinregardstoaspecifictweet.

WordcountwasoflessvaluetoRemunerationandInfluenceinregardsto

MorganKaufmannbecausetheleastamountofwordsusedinatweetwasthree,

thusnullifyingmyearlierruleofoneortwowordsasanadditionofonepointand

morethantwowordsasanadditionoftwopointstoRemunerationandInfluence.

Thiscausedallofthetweetsinwhichwordcountwaspartofthecodingprocess

worthanadditionoftwopoints.Nevertheless,Iadheredtomyrulesofwhatcounts

asaword:

Ahastag,asdiscussedinChapterTwo.Example:#UX

Wordabbreviations.Example:MKforMorganKaufmann

 102

Usernameswhenincludedintheoriginaltweetofaretweet.

Example:Callforpapersvia@comp_science

Anumberinwordornumericalform.

Twowordstiedtogetherwiththeplussign(+)wouldcountforthree

words.Example:M+KforMorganplusKaufmann

Thefollowingaremyrulesforwhatdoesnotcountasaword:

Webaddresses

Usernameswhenincludedtodenoteadirectmessagetoauser.

Example:@ifennImlookingintothis[]

ResearchFindings

Thissectiondiscussesmyfindingsintheirbarestsense,andthesefindings

willbediscussedfurtherastheyrelatetoOldSpiceinChapterFive.BeforeIdiscuss

eachelementoftheRIBSheuristic,Iwillhighlightbrieflywordcountasitpertains

toMorganKaufmann,sincewordcountwasessentialinmycodingprocessof

RemunerationandInfluenceneeds.MorganKaufmannused4,067wordsinthe258

tweetscoded.Thisaveragestoalittleover15.76wordspertweet(seeFigure45,

onnextpage).

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Themaximumnumberofwords
Figure45:WordCount
usedinasingletweetwas28(Only12 TotalAmountofWords 4,067

followerstogountilwereach500!Canwe AverageWordsPerTweet 15.76

pickourluckywinnerof5MKbooks MaximumAmount 28

today?!RTandfollowforyourchanceto LeastAmount 3
win!),whichwaswrittenbyMorgan

Kaufmannatthepeakoftheirpushfor500followers.Theminimumnumberof

wordsusedinasingletweetwasthree(SmartThingsreloaded:

http://www.adaptivepath.com/blog/2010/12/13/smartthingsreloadedavisual

captureofthediscussion/).Thoughthistweetlookstobemuchmorethanthree

words,aquickglancetothelistaboveofwhatIhavedefinedasawordwillshow

thattheonlythreewordsarethefirstthree,asthewebaddressdoesnotcount

becauseitactsanappendixtotheoriginalcontentofthetweet.

Remuneration

ThissectiondiscusseshowIcodedremuneration,aswellasshowsexamples

ofthemaximumnumbercodedforRemuneration,theminimumnumbercodedfor

Remuneration,andthemostoftencodednumberforRemuneration(seeFigure4

6,onnextpage).Forthissetofcodedtweets,MorganKaufmannstotal

Remunerationscorewas326,withanaverageofslightlymorethan1.26pointsper

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tweet.ThemaximumscoreforRemunerationwithinasingletweetwassix,the

minimumscorewaszero,andthemostoften
Figure46:RemunerationScores

seenscoreforRemunerationwasone. TotalScore 326

Anexampleofatweetthatscoredsix AverageScore 1.26

forRemunerationcomesfromearlyApril, MaximumScore 6

2010:@KentzoInourAprilComputer MinimumScore 0

Architectureemailcomingout4/21,thereisa MostCodedScore 1

discount.Signupheretogetonthelist:

http://cot.ag/brpkFH.Thistweetreceivedanadditionoftwopointstothetotal

becauseitwasanoteofunderstandingmorethantwowords.Whatthatmeansis

thattheusersentamessagetoMorganKaufmannandtheyresponded,which

meanssimplythattheyheardtheuserandunderstoodthattheyweretorespondin

kind.Twomorepointswereaddedtothetotalbecauseitwasadirectresponse

fromMorganKaufmanntoauser,anditwasmorethantwowords.Anadditional

onepointwasaddedforthepsychologicalrepaymenttotheuser;MorganKaufmann

respondedtotheirmessage,thuscontinuingtheconversationbetweenthem,which

affordstheuserpsychologicalrepayment.Thefinalpointaddedtothetotalcomes

fromtheofferofadiscount,whichismonetaryrepaymenttotheuser.

ThemostseenscoreincodingRemunerationwasone.Anexampleofthis

wouldbe:OnlyacoupleofhourslefttogetFormsthatWorkforhalfprice.Use

99365atcheckout.http://cot.ag/cjygdi.Mostofthetweetsthatwerecodedone

lookedexactlylikethis,exceptwithadifferentbookofferedathalfprice.These

 105

tweetsarepartofwhatisknownasTwitterTuesday,inwhichanewbookis

offeredtoTwitterusersathalfprice.Itisthismonetaryrepaymentofahalfprice

bookthatgivesthesetweetsaoneforRemuneration.Asidefromthismonetary

repayment,therearenootherRemunerationneedsmetwithinthesetweets.

TheminimumscorecodedforRemunerationwaszero.Atweetthatscored

zeroforRemunerationiswhatIrefertoasapurelyinformationaltweet.An

exampleofthisisfrommidAprilinwhichMorganKaufmannishighlightingsomeof

theirauthorsinthetweet,MoreMKAuthorsfor#FF@whitneyq,@elizrosenzweig,

@chrisfahey,@mikekuniavsky,@jmspool,@egoodman,@pjsherman,@csnyder,

@mrettger.Thistypeofinformationaltweet,thoughpotentiallyusefultofollowers

lookingforaparticularauthorshandle,scoresazerobecausethereisnodirect

communication,thereisnoacknowledgementofanyuser,andthereisno

psychologicalormonetaryRemunerationgiventotheuser.

Influence

ThissectiondiscusseshowInfluencewas
Figure47:InfluenceScores

codedfor,aswellasgivesexamplesofthe TotalScore 203

maximumcodednumberforInfluence,the AverageScore .78

minimumcodednumberforInfluence,andthe MaximumScore 5

mostoftencodednumberforInfluence(see MinimumScore 0

Figure47,atright).Thetotalamountcoded MostCodedScore 0

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forInfluencewas203,whichaveragestoslightlymorethan.78pointspertweet.

ThemaximumamountcodedforInfluencewasfive,theminimumamountcoded

waszero,andthemostoftenamountcodedwasalso

AnexampleofthemaximumamountforInfluence,five,isanatypicaltweet:

@wwoo_ctRT !cl.Thisisanatypicaltweetbecauseitisa

directmessageatauser,howeverthemessageisaretweetedmessagewrittenin

Koreanthat,accordingtoGooglestranslationservices,meansthank

you.Therefore,becauseoftheRTatthebeginningdenotingaretweet,andthe

translationofthankyou,thistweetwascodedashavingmorethantwowords.

Again,becausethiswasanatypicaltweet,thecodingwasatypicalaswell;thistweet

wascodedfortwopointsforInfluencebecauseauserdirectlycreatedcontentthat

wasretweetedbyMorganKaufmann.Anadditionalonepointwasaddedtothe

totalfortheindirectcreationofcontentastheoriginaltweetwasusedinresponse

toaseparateuser.Additionally,becausethetweetwasadirectcommunicationthat

containedmorethantwowords,twomorepointswasaddedtothetotalfor

Influence.

TheminimumamountcodedforInfluenceisalsotheamountmostseen

whencodingInfluence.Thisamountiszero,andatweetthatiscodedzerofor

Influencehasnodirectcreationofcontentbyauserintheformofaretweetby

MorganKaufmann;noindirectcreationofcontentbyauserintheformofa

responsefromMorganKaufmanntoauser,thusnodirectcommunicationbetween

MorganKaufmannandtheuser;andnosecrethandshakeorsharedstoriesamonga

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userandMorganKaufmann.Anexampleofthistypeoftweetisapurely

informationaltweetupdatingusersonanewbook,aswellasthewebsitetofindand

ordersaidbook:GPUComputingGemsEditedbyWenmeiWHwu

http://mkp.com/news/gpucomputinggemseditedbywenmeiwhwu.

Belonging

ThissectiondiscusseshowBelongingwascodedfor,aswellasgives

examplesofthemaximumamountcoded,theminimumamountcoded,andthemost

oftenamountcodedforBelonging(seeFigure48,atright).Thetotalamountfor

Belongingwas178,averagingalittleover.68pointspertweet.Themaximum

amountforBelongingwastwo,theminimumamountforBelongingwaszero,and

themostoftencodedamountforBelongingwasone.
Figure48:BelongingScores
ThemaximumamountofBelonging
TotalScore 178
codedforinatweetwastwobecausethetweet
AverageScore .68
containedamembersonlydealandanactive
MaximumScore 2
socialexperience.Thetweet,Helpusgetto
MinimumScore 0
500followers.RTthismessageandfollowus
MostCodedScore 1
tobenteredtowinfiveMK#computing

#booksofyourchoice,wasoneofmanyalmostidenticaltweetsduringMorgan

Kaufmannspushfor500Twitterfollowers.Intweetslikethis,themembersonly

dealwastheofferoffiveMorganKaufmanncomputingbooksoftheuserschoice,

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andtheactivesocialexperiencewasthecontestthatuserscouldentersimplyby

retweetingthemessage.

TheminimumamountofBelonging,zero,wascodedassuchbecausethereis

nomembersonlydeal,thereisnoactivesocialexperienceinwhichtheusermay

participate,suchasthecontestmentionedabove,andthereisnosecrethandshake

betweentheuserandMorganKaufmann.Anexampleofthiswouldbeatweetfrom

lateApril,2010,whichstates,MKsforthcomingSmartThingsbyMikeKuniavskys

isontheTop10UXbookstolookoutforlist!!...http://bit.ly/9wUhNN.Thelinkin

thistweettakesuserstoalistofbooks,butitisprecompiledanddoesnotallowfor

anyactivesocialexperiencewithotherusers.

ThemostoftencodedamountforBelongingwasone;tweetsthatfitintothis

categorycontainonlyoneoftheabovementionedcriteria.Thesecriteria,again,are

membersonlydeals;activesocialexperiencesinwhichusersmayparticipate,

suchascontestsandvideos;andasecrethandshakebetweentheuserandMorgan

Kaufmann.Anexampleofatweetthatfitsthiscategoryis@mdw4uxThanksfor

theRT!Youarenowenteredtowin.Goodluck.cl.Thistweetisadirectmessage

tothanktheuserforretweetingapreviousMorganKaufmanntweetthat,through

theretweet,hasenteredtheuserintoacontest,whichisanactivesocialexperience.

Significance

ThissectiondiscusseshowSignificancewascodedfor,aswellasgivesexamplesof

themaximumamountcodedforSignificance,theminimumamountcoded,andthe

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mostoftencodedamount(seeFigure49).ThetotalamountforSignificancewas

141,averagingalittleoverhalfapointpertweet.Thehighestamountcodedina

singletweetwasthree,whilethelowestamountcodedwaszero;zerowasalsothe

mostoftenseennumberincodingthesetweets.

Thetweetswiththehighestscore,three,arethetweetsthatreceivedthe

highestscoreinBelongingaswell.Thiscouldhaveoccurredbecause,asstatedin

ChapterTwo,certainelementsofatweetcan
Figure49:SignificanceScores
becodedformorethanoneelementofthe TotalScore 141

RIBSheuristic.Thetweetsthatareaskingfor AverageScore .54

moreTwitterfollowers,suchas,Only12 MaximumScore 3

followerstogountilwereach500!Canwe MinimumScore 0

pickourluckywinnerof5MKbookstoday?! MostCodedScore 0

RTandfollowforyourchancetowin!arean

exampleofatweetwiththehighestcodedscore.Thesetweetsarecodedforthree

pointsbecausethereismentionofareputablebrand,MK(MorganKaufmann);

Twitterusersareenteringintoanactivesocialexperience(acontest)byretweeting

MorganKaufmannscontent;andMorganKaufmannisparticipatinginafree

giveawayoffivebooks.

TheleastamountcodedforSignificance,zero,isalsothemostoftenseen

amountforSignificance.Tweetssuchas,@hlsdkThanksforthe#FF.arecoded

forzeropointsinSignificancebecausetheydonotcontainamentionofareputable

brand,theyarenotretweetsofusersoriginalcontent,theyarenotwrittenbynor

 110

dotheymentionacelebrityasthemselvesorasacharacter,andtheydonotcontain

anactivesocialexperiencesuchasavideooragame.

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Chapter5ConclusionsandBestPractices

ThischapterdiscussesthedifferencesinTwitterusebyOldSpiceand

MorganKaufmannbothinregardstotheactualcodingscoreofthetweetswithin

eachTwitterfeed,aswellasthetotalandtypeoftweetseachcompanyprovided.In

makingthiscomparison,however,itshouldbenotedthatcomparingthesetwo

companiesislikecomparingapplestooranges.Thesecompaniesareselling

differenttypesofproductstodifferentconsumergroups;OldSpiceisabodywash

formenthatissoldtothegeneralpopulationwhereasMorganKaufmannisabook

publisherthatsellshighlyspecializedbooksoncomputersandothersimilarly

specificsubjectstoahighlyspecializedgroupofindividuals,includingacademics

andresearchers.Additionally,OldSpiceandMorganKaufmannareusingdifferent

tacticstoselltheirproducts;OldSpiceisusingnotjustsocialmedia,butwellknown

andwidelyparodiedtelevisionadvertisementsaswellasinstoreadvertisements.

MorganKaufmann,ontheotherhand,usesmainlysocialmediaandprofessional

conferencesasadvertisementfortheirpublicationsandtheircompany.Thus,

becausetheneedsoftheirrespectiveconsumersdiffersgreatly,theirdifferentuses

ofTwitterinrespecttoHowardsRIBSheuristicisaccountedforwithinthischapter.

ThefollowingcomparisonisacontinuationofthefindingsattheendofChapters

ThreeandFour,anddocumentsthedifferencesbetweenOldSpiceandMorgan

Kaufmann,respectively,inregardtothesefindings.

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Despitesuchlargedifferences,however,thiscomparisonisusefulbecause

socialmedia,asanadvertisingtool,canbeadaptedtobecomethemarketingtool

thatadvertisersneed.Comparingtwodissimilarcompanieswithtwoverydifferent

marketsandproductswillhelpusunderstandhowthesecompaniesrespective

marketinggoalsmaymanifestthemselvesintheformthattheTwittermessages

take.Additionally,studyingthesetwocompaniesallowsustonoticethedifferences

betweenacompanyutilizingTwittertomeettheneedsofitsusersaswellasa

companythatmeetsitsusersneedselsewhere,possiblythroughadifferentsocial

mediasite,thusutilizingTwittermainlyasaninformationaltoolasopposedtoa

strictlymarketingtool.

Overview

AsstatedinChapterTwo,myresearchwasconductedusingtweetsfrom

January1,2010throughDecember31,2010;everyfifthtweetwascodedusingthe

RIBSheuristicoutlinedinChaptersTwothroughFour.Withinthisoneyeartime

span,OldSpicetweetedattotalof1,717times.Sinceeveryfifthtweetwasselected

forinclusioninthestudysample,343tweetsfromOldSpicewerecodedusingthe

RIBSheuristic.Duringthissametimeframe,MorganKaufmanntweeted1,287

times,resultingin258codedtweets.Thisisadifferenceof430moretweetsposted

byOldSpice,resultingin85moretweetscoded.RefertoFigure51,onthenext

page,foravisualofthisnumericaldata.

 113

Ofthe343codedtweetsforOldSpice,codingindicatedthat304hadastrong

Remunerationscore,whichconstitutesroughly88%ofOldSpicestotaltweets

duringthisoneyearperiod.AsChapterTwoindicated,itsentirelylogicalfor

tweetstohavemorethanoneoftheRIBSelementspresent,andthuseachtweet

wascodedforallfourelementsasseparateentities.Ofthe343tweets,310ofOld

SpicestweetswerecodedashavingstrongimpactpotentialonInfluenceaswell

asRemuneration,soroughly90%oftheirtotaltweets,alsoinvolvedInfluence.High

Belongingscoreswerefoundin164ofthetotaltweets,whichisroughly47%ofthe

totaltweets.AsforthefourthRIBSelement,316tweets,roughly92%ofthetotal

tweets,werefoundtohavehighSignificancescores.

Figure51:ComparingOldSpiceandMorganKaufmann

OldSpice MorganKaufmann

TotalTweets 1,717(100%) 1,287(100%)

CodedTweets 343(20%) 258(20%)

Remuneration 304(88%) 197(76%)

Influence 310(90%) 86(33%)

Belonging 164(47%) 167(64%)

Significance 316(92%) 100(38%)

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Incontrast,MorganKaufmannstweetswerecoded197times(76%)with

highRemunerationscores,86times(33%)withInfluencepotential,167times

(64%)withhighBelongingscores,and100times(38%)withhighSignificance

scores.Again,refertoFigure51foravisualofthisnumericaldata.

ComparingOldSpicetoMorganKaufmann

Thequestionnowishowtheuseofthesespecificcompaniescanhelpother

companiesintheironlinemarketingventures.Thiscomparisonwillconsistofa

lookateachcompanysTwitteruse,adiscussionofhowTwitterwasusedbyeach

company,aswellasadescriptionoftheirrespectiveuseofsocialmediafor

marketingpurposes.ThissectiondiscusseseachcompanysTwitteruseona

monthlybasis.

OldSpiceEachMonth

ThissectionwilloutlineeachmonthsTwitterusagebyOldSpice.Asseenin

Figure51above,OldSpiceusedTwittertosatisfyitsusersSignificanceneeds

moreoftenthanRemuneration,Belonging,andSignificancethroughoutthisstudy.

Figure51alsoshowsthatRemuneration,Influence,andSignificanceneedswere

metinmorethan85%ofcodedtweetsfromOldSpice,allmorethantwiceasoften

asBelongingneeds.Toseehoweachelementwasutilizedduringeachmonthof

thisstudy,refertoFigure52,onthenextpage.

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Figure52:MonthlyOverviewofRIBSUtilizationforOldSpice

Tweets Remuneration Influence Belonging Significance

Total 343 304 310 164 316
(100%) (88%) (90%) (47%) (92%)
January 2 2 2 0 0
(.6%) (100%) (100%) (0%) (0%)
February 125 125 125 56 100
(36.4%) (100%) (100%) (44.8%) (80%)
March 47 45 45 20 47
(13.8%) (95.7%) (95.7%) (42.5%) (100%)
April 57 49 51 26 57
(16.6%) (85.9%) (89.5%) (53%) (100%)
May 44 34 36 16 44
(12.8%) (77.3%) (81.8%) (36.4%) (100%)
June 7 4 4 3 7
(2%) (57.1%) (57.1%) (42.9%) (100%)
July 48 44 45 41 48
(14%) (91.6%) (93.8%) (85.4%) (100%)
August 2 0 0 0 2
(.6%) (0%) (0%) (0%) (100%)
September 4 0 1 1 4
(1.2%) (0%) (25%) (25%) (100%)
October 3 1 1 1 3
(.8%) (33.3%) (33.3%) (33.3%) (100%)
November 2 0 0 0 2
(.6%) (0%) (0%) (0%) (100%)
December 2 0 0 0 2
(.6%) (0%) (0%) (0%) (100%)

Figure52showsaplethoraofinformationregardingtheentireyears

worthofcodedtweets.Inthefollowingpages,Iwilldescribeindetaileachmonths

informationandwhattheabovenumbersmeanforthisstudy.BeforeIdelveinto

thenumbersforeachmonth,IwouldliketoreiteratethetotalsforOldSpice;during

thisoneyearstudy,Icoded343tweets.Ofthese343tweets,304wereshownto

 116

containsomeformofRemuneration,310utilizedInfluence,164wereseentohave

Belonging,and316metusersSignificanceneeds.

InJanuary,Icodedtwotweets,whichaccountsfor.6%ofallcodedtweetsfor

OldSpice.RemunerationandInfluencewerecodedinbothtweets,accountingfor

100%ofthetweets,whileBelongingandSignificancewerenotcodedineither

tweet;thus0%ofthetweetsduringJanuarywerecodedasmeetingBelongingand

Significanceneeds.

FebruarymarkedthebeginningofOldSpicesmarketingphenomenon

utilizingIsaiahMustafaasTheManYourManCouldSmellLikeandthemany

parodiescreatedthereafter.Therewere125totaltweetsduringFebruary

accountingfor36.4%ofthetotaltweetscoded.Ofthese,all125tweets(100%),of

thesetweets,werecodedasutilizingRemunerationandInfluence,Belongingwas

codedin56tweets(44.8%),and100tweets(80%)werecodedascontaining

Significance.

Marchcontinuedthetrendofhighpercentagesoftweetsutilizingallfour

elementsofRIBS;ofthe47totaltweetsinMarch,13.8%ofalltweetscoded,45

tweets(95.7%)metbothRemunerationandInfluenceneeds.Twentytweets,

42.5%,utilizeBelonging.Significancewascodedinall47tweets(100%);March

wasthefirstmonthtoutilizeSignificancein100%ofcodedtweets.Fromthispoint

forward,everytweetcodedwasseentoutilizeSignificance.

InApril,57tweetsconstituting16.6%ofthetotaltweetswerecoded.Of

these,49tweets(85.9%)werecodedforRemuneration.Fiftyonetweets(89.5%)

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werecodedasmeetingusersInfluenceneeds.Belongingwascodedin26tweets

(53%)and,asstatedabove,Significancewascodedin57tweets(100%).

Maycontains44tweets,whichis12.8%ofthetotalamountoftweetsforthis

study.Ofthese44tweets,34containedRemunerationforOldSpicesusers,which

is77.3%ofthetweetsforthemonthofMay.Thirtysixtweets(81.8%)werecoded

asutilizingInfluence.Sixteentweets,36.4%,werecodedforBelonging.All44

tweets(100%)werecodedforcontainingSignificance.

Junesawadramaticdecreaseintweets;onlyseventweetswerecodedwhich

constitutes2%ofthetotaltweetscoded.Oftheseseventweets,fourtweets

(57.1%)werecodedforbothRemunerationandInfluence.Followingcloselybehind

RemunerationandInfluencewasBelongingwiththreetweets(42.9%).Asstated

above,allseventweets(100%)werecodedforhavingSignificance.

Julysawanincreaseintweetsfromthepreviousmonthto48tweetscoded,

14%ofthetotaltweetscodedforthisstudy.Ofthese48tweets,44(91.6%)were

seentohaveRemunerationpotential.Fortyfivetweets(93.8%)metusers

Influenceneeds.Belongingwascodedin41tweets(85.4%).Asbefore,all48

tweets(100%)werecodedforSignificance.

AseconddramaticdeclineintweetsoccurredinAugust;onlytwo(.6%)of

the343totaltweetscodedwereseeninAugust.Ofthesetwotweets,neitherwere

codedformeetingRemuneration,Influence,orBelongingneedsofusers;however,

bothwerecodedforutilizingSignificance.

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FourtweetswerecodedinSeptember,constituting1.2%ofthetotaltweets

inthisstudy.Ofthesefour,nonewerecodedforRemuneration.Onetweet(25%)

wasseentoutilizebothInfluenceandBelonging.Asshownabove,alltweetsin

September(100%)werecodedasutilizingSignificance.

Octobercontinuedthedeclineinamountoftweets;threetweetswerecoded,

whichwasonly.8%ofthetotaltweetsinthisstudy.Onemajordifferencein

OctoberasopposedtoAugustandSeptemberwasthatonetweet(33.3%)was

codedforutilizingRemuneration,Influence,andBelonging.October,likeAugust

andSeptember,hadallthreetweets(100%)codedforcontainingSignificance.

NovemberandDecemberlookexactlylikeAugust;only2tweets(.6%)were

codedineachmonth.Ofthesetweets,nonewerecodedforRemuneration,

Influence,orBelonging;however,allofthesetweetswerecodedforutilizing

Significance.

ThisdatashowsthatJulyisaturningpointforOldSpicestweets.WhatI

meanbythisisthat,inthefirstsevenmonthsofmystudy,OldSpicemet

Remunerationneedsin75%to100%oftweetsineachmonth;Influenceneedsin

80%to100%oftweetsineachmonth;Belongingneedsin35%to55%oftweetsin

eachmonth;andSignificanceneedsin80%to100%oftweetsineachmonth.

Duringthelastfivemonthsofthisstudy,OldSpicemetRemuneration,Influence,

andBelongingneedsinlessthan35%oftweetsineachmonthwhileSignificance

needsweremetin100%oftweetsineachmonth.

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MorganKaufmannEachMonth

Thissectionisjustlikethelast,exceptthatitwilloutlineeachmonths

TwitterusagebyMorganKaufmann.AsseeninFigure51,MorganKaufmann

utilizedTwittertosatisfyitsusersRemunerationneedsmoreoftenthanInfluence,

Belonging,andSignificancethroughoutthisstudy.Additionally,thisfigurealso

showsthatRemunerationandBelongingneedsweremetalmosttwiceasoftenas

InfluenceandSignificanceneedsinthisstudy.Foramonthbymonthviewofhow

eachelementwasutilizedduringeachmonthofthisstudy,refertoFigure53,on

thenextpage,followedbyadescriptionoftheinformationtherein.

AsseeninFigure53onthenextpage,MorganKaufmannwasfairly

consistentintheirutilizationofeachRIBSelementfrommonthtomonth.Thenext

fewpageswilloutlineindetailwhatthenumbersabovemeanforeachmonthof

TwitterusagebyMorganKaufmann;beforeIbeginthisdescription,Iwouldliketo

recapthetotalsforMorganKaufmann.Duringthisstudy,Icoded258tweetsfrom

MorganKaufmann.Ofthese258tweets,197tweets,76%ofthetotalcodedtweets,

wereshowntoutilizeRemuneration;86tweets,33%ofthetotaltweets,werecoded

formeetingusersInfluenceneeds;64%,167totaltweets,utilizedBelonging;and

100tweets,38%ofthetotal,werecodedforSignificance.

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Figure53:MonthlyOverviewofRIBSUtilizationforMorganKaufmann

Tweets Remuneration Influence Belonging Significance

Total 258 197 86 167 100
(100%) (76%) (33%) (64%) (38%)
January 27 20 9 16 9
(10.5%) (74%) (33.3%) (59.3%) (33.3%)
February 18 15 5 16 7
(7%) (83.3%) (27.8%) (88.9%) (38.9%)
March 27 17 7 19 9
(10.5%) (63%) (25.9%) (70.3%) (33.3%)
April 25 20 8 16 12
(9.7%) (74.1%) (32%) (64%) (48%)
May 28 25 16 19 19
(10.9%) (89.3%) (57.1%) (67.9%) (67.9%)
June 29 23 9 19 12
(11.2%) (79.3%) (31%) (65.5%) (41.4%)
July 30 24 9 24 11
(11.6%) (80%) (33.4%) (80%) (36.7%)
August 22 17 8 10 6
(8.5%) (77.3%) (36.4%) (45.5%) (27.3%)
September 18 15 5 11 3
(7%) (83.3%) (27.8%) (61.1%) (16.7%)
October 24 16 7 14 9
(9.3%) (66.7%) (29.2%) (58.3%) (37.5%)
November 5 3 1 3 2
(1.9%) (60%) (20%) (60%) (40%)
December 5 2 3 0 1
(1.9%) (40%) (60%) (0%) (20%)

Januaryconsistedof27tweets,10.5%ofthetotaltweetscoded.Ofthese27,

20tweets,74%,werecodedformeetingRemunerationneeds.Ninetweets,33.3%

oftweetsduringJanuary,utilizedInfluenceandSignificance.Belongingwascoded

in59.3%oftweets:atotalof16tweetsinJanuary.

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Februarysaw7%ofthetotaltweetsinthestudy:atotalof18tweets.Of

these,15tweets,83.3%,utilizedRemuneration.Belongingwascodedinonemore

tweetthanRemunerationat88.9%,or16tweets.Atonly38.9%,7tweets,was

Significance,followedcloselybyInfluence,at5tweets,or27.8%.

InMarchtherewere27tweetsconstituting10.5%ofthetotaltweetscoded.

Ofthese27,17(63%)wereseentoutilizeRemuneration.Seventweets,25.9%,

werecodedformeetingInfluenceneeds.Belongingneedsweremetin70.3%of

tweets19tweetstotal.Inninetweets,33.3%ofalltweetscodedinMarch,

Significancewasutilized.

Aprilhad25codedtweets,whichwas9.7%ofthetotaltweetscoded.

Twentyofthesetweets,74.1%ofthetweetscodedinApril,contained

Remuneration;8tweets,32%,werecodedforInfluence;64%ofAprilstweets,16

totaltweets,werecodedformeetingBelongingneeds;and12tweets,48%ofAprils

tweets,showedsignsofutilizingSignificance.

MayhadonemoretweetthanJanuaryandMarch,with28totaltweets:

10.9%ofthetotaltweetscoded.Ofthese28tweets,25tweets,89.3%ofthetweets

forMay,wereshowntoutilizeRemuneration.Influenceneedsweremetin57.1%of

thetweets:16totaltweets.Nineteentweets,67.9%,werecodedforBelongingand

Significance.

Junecontinuedthesmallgrowthintweetswith29tweets,11.2%ofthetotal

tweetswithinthisstudy.Twentythreetweets,79.3%ofthetweetsinJune,were

codedforRemuneration.Influencewasseenin31%ofthetweets,foratotalofnine

 122

tweets.Belongingwascodedin19tweets,65.5%ofJunestotaltweets.Finally,12

tweets,41.4%,werecodedformeetingSignificanceneeds.

JulycontainedthemostamountoftweetsforMorganKaufmannwith30

tweets:11.6%ofthetotaltweetswithinthisstudy.Ofthese,24tweets,80%,were

codedforSignificanceandBelonging.Onlyninetweets,33.4%ofthetotaltweetsin

July,werecodedformeetingInfluenceneeds.Significancewasseenin11ofthe

tweets,whichconstitutes36.7%.

Augustbeginsaslow,steadydeclineinmonthlytweets;22tweets,8.5%of

thetotalcodedtweets,werecomposedduringAugust.Seventeenofthesetweets,

77.3%,wereseentomeetRemunerationneeds.Influencewasseenin8tweets,

totaling36.4%ofalltweetsinAugust.Tentweets,45.5%,wereshowntoutilize

Belonging,whileonly27.3%,sixtweets,wereshowntoutilizeSignificance.

Septembercontained18tweets,7%ofthetotalcodedtweets.Fifteentweets,

83.3%,wereseentomeetRemunerationneeds.Only27.8%ofthetweetsin

September,5tweetstotal,werecodedforInfluenceneeds.Eleventweets,61.1%,

wereshowntoutilizeBelonging.Finally,onlythreeofthe18tweetsduring

September,16.7%,wereseentomeetSignificanceneeds.

Octoberpeakedat24tweets:9.3%ofthetotaltweetscoded.Sixteenofthese

tweets,66.7%ofthetotaltweetsforOctober,werecodedforutilizing

Remuneration.Influencecontainsonly29.2%ofOctoberstweets,atotalofseven

tweets.Fourteentweets,58.3%,wereshowntomeetusersBelongingneeds.Only

ninetweets(37.5%)utilizedSignificance.

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AsuddendeclineintweetsoccurredduringNovemberandDecember,witha

totalofonlyfivetweetsforeachmonthtotaling1.9%ofthetotaltweetsinthis

study.InNovember,60%,threetweetstotal,wereseentomeetRemunerationand

Belongingneeds;onetweet,20%,utilizedInfluence;andtwotweets,40%of

Novemberstweets,usedSignificance.InDecember,twotweets,40%,contained

Remuneration;60%oftweetsinDecember,threetweetstotal,metusersInfluence

needs;Belongingneedsweremetinzerotweets(0%);onlyonetweet(20%)met

usersSignificanceneeds.

AllofthisdatashowsthatMorganKaufmann,evenduringitspushfor500

Twitterfollowers,utilizedtheRIBSelementsinroughlythesamepercentagesof

tweetsduringeachmonth.WhatImeanbythisisthatinalmostallofthemonths,

Remunerationneedsweremetbetween60%and80%oftweetspermonth,

Influenceneedsweremetbetween25%and35%oftweetspermonth,Belonging

needsweremetbetween60%and80%oftweetspermonth,andSignificanceneeds

weremetbetween30%and45%oftweetspermonth.

WhattheNumbersMean

Tobeginthisdiscussion,lookbackatFigures52and53,above.Asshown

intheprevioustwosections,OldSpiceandMorganKaufmannutilizethefour

elementsofRIBSinverydifferentways.OldSpiceusedtwodifferenttacticsduring

theoneyearstudy:duringthefirsthalfoftheyearwhenOldSpicebeganits

campaignwithIsaiahMustafa,theyutilizedRemunerationin75%to100%ofall

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tweetscodedeachmonth,Influencein80%to100%oftweetseachmonth,

Belongingin35%to55%oftweetseachmonths,andSignificancein80%to100%

oftweetseachmonth.Whenthenewnessoftheadvertisingcampaigncontaining

IsaiahMustafaworeoffinthesecondhalfoftheyear,OldSpicechangedtheirfocus

andutilizedRemuneration,Influence,andBelonginginlessthan35%oftweetsand

Significancein100%oftweetseachmonth.WhatthisshowsisOldSpiceschanging

needsanditsuserschangingneeds.

Duringthisstudy,OldSpicewasrebrandingthecompanyanditsproducts

fortheyoungergenerationinordertogainandmaintainayoungerclientbase.

Whilegainingthisyoungerclientbase,OldSpicemetitsusersRemuneration,

Influence,andSignificanceneedsmorethan75%eachmonth,withlessfocuson

meetingitsusersBelongingneeds.Duringthelatterhalfoftheyear,OldSpice

utilizedSignificancein100%oftweetseachmonthinordertomaintainthisnew

clientbase.Thus,remuneratingusers,allowinguserstohaveasenseofInfluence,

andgivingtheirusersafeelingofSignificancewerekeyinorderforOldSpiceto

buildaclientbase,whilemaintainingthatclientbasewasdonemainlythrough

givingtheirusersafeelingofSignificance.

MorganKaufmann,thoughusingTwittertogrowitsclientbaseasseen

duringthepushfor500Twitterfollowersduringthisyearofstudy,differsfromOld

SpiceinitsutilizationoftheRIBSelementstobuildandmaintainitsclientbase.The

mainwayMorganKaufmanndiffersisthat,evenwhentryinggainmoreTwitter

followers,MorganKaufmanndidnotchangeitsutilizationofeachoftheRIBS

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elementslikeOldSpicedidwhiletryingtogainalargerclientbase.Duringthe

entireyearofthisstudy,MorganKaufmannutilizedRemunerationandBelongingin

60%to80%oftweetsduringeachmonth,whileInfluenceandSignificancewere

utilizedinlessthan45%oftweetseachmonth.Thus,remuneratingitsusersand

allowingthemtofeelasenseofBelongingwithinthegroupwasmoreimportantfor

MorganKaufmanningrowingandmaintainingtheirclienteleonTwitter.

WordCount

ThissectiondiscusseswordcountasitpertainstoeachcompanysTwitter

use.Withinthetweetscodedforthisstudy,OldSpicetweetedatotalof2,895words

averagingalmost8.5wordspertweet,whileMorganKaufmanntweetedatotalof

4,067words Figure54:WordCount

averagingslightly OldSpice MorganKaufmann

morethan15.75 TweetsCoded 343 258

wordspertweet.
TotalWords 2,895 4,067
Thus,despitethe
WordsPerTweet 8.5 15.75
factthatOldSpice

tweetedmore MostOftenAmount 4 18

often,theamount

ofwordsusedintheirtweetswas1,172wordslessthanMorganKaufmann,

resultinginalmosthalftheaveragewordpertweet.

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DespiteMorganKaufmannusingmorewordsintotalaswellasmorewords

onaveragepertweet,OldSpicehadawiderrangeofwordsusedthandidMorgan

Kaufmann.OldSpiceusedbetweenzeroand29wordspertweet,arangeof29,

whileMorganKaufmannusedbetweenthreeand28wordspertweet,arangeof25.

Thefinalmajordifferencebetweenthetwocompaniesinregardtoword

countistheamountofwordsusedwithinatweetmostoften;despitehavingarange

of29wordsandanaverageof8.5wordspertweet,OldSpiceusedfourwordsmost

oftenpertweet.MorganKaufmann,witharangeof25wordsandanaverageof

15.75wordspertweet,used18wordsmostoftenintheirtweets(seeFigure54,

onpreviouspage).Theimportanceofthisanalysisofwordcountwillbemadeclear

inthefollowingsections,aswordcountwasparamounttothecodingfor

RemunerationandInfluence.

Remuneration

OldSpiceusedRemunerationforatotalof1,289points,averaging3.25

pointsofRemunerationpertweet.MorganKaufmannusedRemunerationforatotal

of326points,averaging1.25pointspertweet.Despitethislargedifference

betweenthetwocompanies,theybothhadtweetswiththehighestRemuneration

scoreofsixandthelowestRemunerationscoreofzero.SeeFigure55,onnext

page,foravisualizationofthesenumbers.Therealdifferenceamongthesetwo

companiesliesinbetweenthetwoscores;OldSpicesmostcommonscorefor

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Remuneration,asstatedinChapterThree,wasfivewhileMorganKaufmannsmost

commonscoreforRemuneration,asstatedinChapterFour,wasone.

Basedonthesefindings,OldSpiceutilizedmoreelementsofRemuneration

pertweet,aswellasutilizedRemuneration,ingeneral,morethanMorgan

Kaufmann.InhisbookDesigntoThrive,HowardexplainsRemunerationintermsof

JapaneseSteakhouse Figure55:RemunerationScoreComparison

OldSpice MorganKaufmann
restaurantsinwhicha

chefcomestothe TotalScore 1,290 326

tableandcooksin AverageScore 3.75 1.26

frontofthecustomers MaximumScore 6 6

andputsonashow. MinimumScore 0 0

Hegoesontosaythat MostCodedScore 5 1

itsnotonlyaboutthe

food;yourealsopayingfortheatmosphere,theservice,and,mostofall,itsabout

theentertainmentprovidedbythechef.TheRemunerationistheexperience.

[emphasisinoriginal](Howard,45).Essentially,OldSpiceiscreatingjustsuchan

experienceforitsonlineusers.Itsnotjustrespondingtoauser,itsaboutthe

experienceauserreceivesfromthisresponse;itsaresponsefromIsaiahMustafa.

ItsavideofromIsaiahMustafatoanindividual.Itsafamouspersontakingtimeto

respondtoaneverydayperson.Itstheabilitytobefamousbyassociation.Thisis

whyRemunerationworkssowellforOldSpice;OldSpiceisremuneratingtheir

targetcustomersofhighschoolandcollegeagedmenwithanexperience.

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BeforeIsaiahMustafabecametheofficialspokesmanofOldSpice,the

amountofpointscodedinRemunerationinOldSpicestweetswas,onaverage,

lowerbecausetheyweremissingtheexperience.Userswerenotengaginginthe

allimportantconversationwithOldSpicebecausetheRemunerationbenefitswere

solow.ThiscouldbeoneofthereasonsMorganKaufmannsRemunerationscoreis

solow.MorganKaufmann,becausetheyaresuchanichemarketgroup,cannot

affordtoadvertiseonthislevel,norwouldtheyneedto,seeingastheyare

marketingtoagroupofcomputersavvyindividualswhoare,forthemostpart,

onlineatsomepointintimerespondingtosocialnetworkingsites.Thisisanother

possibilityinMorganKaufmannslowRemunerationscore;sincethereisnoneedto

markettoamassofpeople,andthosepeopleMorganKaufmannishopingtomarket

toeitherknowofMorganKaufmannalready,orareactivelysearchingforagroup

suchastheirs;itseemsasifMorganKaufmannwouldnotneedtoremunerateits

usersashighlyorasoftenasOldSpice.

Influence

Influence,asusedbyMorganKaufmann,garneredatotalof204points,

averagingalittlemorethan.75pointspertweet.Thisisavastlysmallernumber

thanthepointtotalforOldSpicesuseofInfluence;OldSpicesInfluencepointtotal

wasmorethanfourtimesthatofMorganKaufmanns,at886,averagingalittleover

2.5pointspertweet(Figure56,onnextpage,showsthesenumbersfor

comparison).Influence,accordingtoHoward,ispossiblythemostimportant

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elementthatcontribute[s]mosttothelongtermsuccessandoverallhealthofa

virtualcommunity[].WhenmembersfeelthepullofInfluenceonthemina

communityandonce Figure56:InfluenceScoreComparison

OldSpice MorganKaufmann
theyfeeltheyhave
TotalScore 886 203
buyinfroma
AverageScore 2.6 .78
community,theyll
MaximumScore 4 5
oftenstayinthat
MinimumScore 0 0
communityand
MostCodedScore 3 0
continuecontributing

toitevenwhenitsno

longercleartothemhowtheyarebeingremunerated(82).

OldSpiceallowsausertohaveInfluencetwothirdsasoftenastheyare

remuneratingtheirusers,asdoesMorganKaufmann.Thedifferencebetweenthe

twocompanieshereisthetotalamountofInfluenceaffordedeachuser.As

describedinChaptersthreeandfour,OldSpiceutilizesmoreindicatorsofInfluence

moreoftenthanMorganKaufmann,respectively.However,becauseboth

companiesareutilizingInfluencetwothirdsasoftenasRemuneration,Ifeelthey

bothunderstandtheimplicationsofutilizingInfluencewithintheirsocialmedia

strategies.

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Belonging

BelongingissimilartoInfluenceinthatitisausersrelationshiptotheworld

aroundthem.The Figure57:BelongingScoreComparison

differencebetweenthe OldSpice MorganKaufmann

twoisthatInfluenceis TotalScore 179 178

howausercanchangethe AverageScore .507 .68

worldaroundthem, MaximumScore 2 2

whereasBelongingishow MinimumScore 0 0

auserviewsthemselves MostCodedScore 0 1

withintheworldaround

them.AccordingtoHoward,acompanysbrandisasymbolorcodethatallowsa

usertoexperienceasenseofBelongingwhenitisviewed(140),whichis

intrinsicallyallowedwithintheconfinesoftheTwitterinterfaceintheformof

avatarsandpagebackgrounds.Twitterencouragestheuseofacompanyslogoas

theiravatar,thusexcludingitfrombeingcodedforeachtweetwithinBelonging,as

itsuseismoreofanecessityinusingtheTwitterinterfaceandlessofaconscious

effortonthepartofeachcompany.

Asshownintheprevioustwochapters,OldSpiceagainoutscoresMorgan

KaufmanninthiselementoftheRIBSheuristic.However,themarginissignificantly

smallerinBelongingthanintheotherelements;OldSpicescoredatotalof179for

BelongingwhileMorganKaufmannscoredatotalof178.Thoughthesescoresare

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onlyonepointapart,becauseOldSpicewascodedformoretweetsinthesample

thanMorganKaufmann,theaveragescoreforOldSpicesuseofBelongingisless

thanthatforMorganKaufmann:OldSpicesaverageBelongingscorepertweetwas

alittleoverahalfapointwhereMorganKaufmannsaverageBelongingscoreper

tweetwasalmost.7points.Thus,MorganKaufmannusedBelongingslightlymore

thanOldSpice(seeFigure57,onpreviouspage).

ThoughBelongingwascodedwithsuchlowscoresforeachcompany,

MorganKaufmannuseditmoreoftenthanSignificanceandonlyslightlylessthan

Influence,whileRemunerationwasalmostdoubletheamountforBelonging.Old

Spice,ontheotherhandusedSignificancemorethantwiceasoftenasBelonging,

InfluencemorethanfivetimesasoftenasBelonging,andRemunerationmorethan

seventimesasoftenasBelonging.Thus,MorganKaufmannsuseofBelongingwas

nearertotwooftheotherthreeelements,whileOldSpicesuseofBelongingwasfar

undertheuseoftheotherthreeelements.

Significance

ForSignificance,OldSpicewascodedforatotalof436totalpointswhile

MorganKaufmannwascodedforatotalof141points.Thisaveragedouttobe

slightlymorethan1.25pointspertweetandslightlyoverhalfapointpertweet,

respectively(Figure58,onnextpage).AccordingtoHoward,usersdontstayin

socialnetworksorcommunitieslongiftheydontbelievetheresadequate

Remunerationfordoingso,butifyourusersdontbelievethatyourcommunityis

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significant,theyprobablywontbecomeamemberinthefirstplace,muchlessstay

(168).Therefore,accordingtoHoward,acompanyneedstoremunerateits

consumerstobecomemembersofasocialmediagrouparoundwhichthecompany

iscentered,butitsSignificanceiswhatmakesauserstayamember.
Figure58:SignificanceScoreComparison
Accordingtothis,
OldSpice MorganKaufmann
Significanceshouldbe
TotalScore 436 141
utilizedasmuchas,ifnot
AverageScore 1.25 .54
morethan,Remuneration
MaximumScore 5 3
inthetotalamountof
MinimumScore 0 0
pointsaswellasthe
MostCodedScore 1 0
averageamountofpoints

pertweet.However,accordingtothesampleforthisstudy,OldSpiceutilized

SignificanceatathirdofthetotalpointsforRemuneration,resultingineachtweet

onaveragebeingcodedforathirdofthepointsthatRemunerationwasbeingcoded

for.MorganKaufmannwasslightlymoreadeptatmakingthisgapsmaller;Morgan

KaufmannstweetswerecodedforSignificanceatalmosthalfthetotalamountof

Remuneration.However,becausebothcompaniesfailtouseSignificanceas

outlinedinHowardsheuristic,itishardtotellwhetherthesecommunitieswilllast,

orevenifthecompaniesanticipatedthesecommunitiestolastforanylengthof

time.

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RIBSasaWhole

AlthoughIhavedissectedtheRIBSheuristicintoitsfourseparateelements

forthisstudy,itisimportanttonotethattheRIBSelementsshouldbeusedin

conjunctionwithoneanotherbecause,asstatedinChapterTwo,eachelement

overlapsand,assuch,itisdifficulttohaveoneelementwithoutanother.For

example,adirectcommunicationbetweenauserandthecompanywascodedfor

RemunerationaswellasforInfluence.Thiswasdonebecausethisoneonone

conversationisvitalforbothRemuneration,becauseitmakesauserfeellikethey

havebeenheardbythecompany;aswellasInfluence,becauseitallowsauserto

feelliketheyhaveaneffectonacompany.Additionally,Influenceiscodedfora

secrethandshakeorsharedstorybetweenauserandthecompany,asisBelonging.

Theseoverlapbecausehavingasecrethandshakeindicatesthatauserisamember,

thusallowingthemInfluenceovertheworldaroundthem,aswellasBelonging

sincetheysharesomethingsecretwithacompanythatothernonmembersmay

notknow.

BelongingoverlapswithSignificanceinthatBelongingtoagroupallows

memberstohaveactive,engagingsocialexperienceswithoneanother;emphasison

thesocialpartoftheexperiences.Examplesofthesesocialexperienceswouldbe

interactivegames,videos,andcontests.TheseexperiencespointtoBelonging

becausetheseoccurwithothermembersofthegroupwhoalsoknowthesecret

handshake,thuspointingtothemasothermembersBelongingtothesamegroup.

ThisinturnpointstoSignificancebecause,inordertoshowthatacommunityor

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companyissignificanttoothers,havingthesesocialexperiencesisawaytoraise

awarenesswithinthecommunity,accordingtoHoward(193).Significancetiesin

withRemunerationinthatawaytobesignificantistohavewellknowncelebrities

approveoforendorseyourcommunityorcompany.Onewaytodothisistohavea

celebritywrite,inthecaseofthisstudytweet,toaconsumer.Thisdirect

communicationwithacelebrityaffordstheuseralevelofpsychologicalrepayment

fortheirinvestmentoftimeandenergywithinacommunitybyallowingtheuserto

befamousbyassociation.

BestPractices

Thepurposeofthisstudywastodeterminebestpracticesforutilizing

HowardsRIBSheuristicformarketingonline.Thislistisbynomeansexhaustive,

andwithfurtherstudyinthisarea,itcanbeimprovedupon.However,giventhe

studypresentedhere,Iamofferingalistofbestpracticesforcompaniestobetter

utilizesocialmediaformarketingpurposes,followedbyadescriptionofeach

practiceinordertoaidadvertisersinrelearningthetradeofadvertisingnotjusttoa

consumer,buttothefamiliarfacesofloyalcustomers,akintothedaysofstreet

bazaarsandthemarketplaceofold.

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Speaktoaconsumer,notataconsumer.

ThisisbestexemplifiedfirstinOldSpicestelevisioncommercialswithIsaiah

Mustafa,thenintheirTwittercampaignusingIsaiahMustafascharacterasthe

authorofthetweetssenttotheirconsumers.Alookbackatthestoryboardsofthe

firstOldSpicecommercialwithIsaiahMustafainFigure31andvideoresponsesto

usersinFigures35through37showsthateachvideoisaimedatadifferent

personorgroupofpeople.ThecommercialinFigure31openswithIsaiah

MustafasgreetingofHelloladies,whileFigures35through37openwith

greetingsofDemiMooreasks[],Helloanonymous,andHellofriends.Ineach

ofthesevideos,IsaiahMustafascharacterisgreetingadifferentpersonorgroupof

people,asopposedtojumpingrightintoasalespitchjustasthecommercialopens.

Manytelevisioncommercialssimplyaddresstheaudienceasageneralyouas

opposedtoaspecificgroupofyou.Thus,whenutilizingyouasanaudience,

specifyasmallgroupofyou,suchasyouladiesoryoufriendsaswithOld

Spice.

ThispracticeallowstheuserasenseofpsychologicalRemunerationbecause

theyarebeingtalkedtoratherthantalkedat,andtheuserismadeawareofthe

Significanceofthecompanybecauseofthecelebrityusedtotalktothemasan

individual.Additionally,talkingtoacustomerallowsthemasenseofBelonging,

especiallyifacelebrityistheonedoingthetalking,becausetheuserfeelslikepart

oftheincrowd.

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Usecelebritiesandcelebritycharacters.

Everyoneknowswhatacelebrityis,butacelebritycharacter,asIuseithere,

issomeonewhoisunknownasacelebrity,muchlikeIsaiahMustafabeforetheOld

Spicecommercials,whoisplayingacharactertowhichconsumerscanrelateorof

whichconsumerswouldwanttoemulate.Again,IwilluseOldSpiceasmyexample.

BeforethefirstcommercialusingIsaiahMustafaaired,Figure31,theactorwas

virtuallyunknown.Asthefirstcommercialaired,however,theManYourMan

CouldSmellLikewasfamous,exceptthatfewpeopleactuallyknewhisrealname;

thatiswhatImeanwhenIrefertoacelebritycharacter:someonesowellknown

thattheidentityofthepersonplayingthecharacterisstillshroudedinmystery

whileconsumersaretalkingaboutthecharacterusingreferencesfroma

commercialorothertypeofadvertisingtodescribethecharacter.

Acelebritycharacter,asIhavedescribedhere,isusefulinmuchthesame

waysasacelebrityis;thus,acompanycanuseeitheracelebrityoracelebrity

charactertoadvertiseaproductorserviceandhavethepossibilityofobtaining

similarresultstothosegarneredbyOldSpice.Thistiesintothepreviouspractice;

ifacelebrityorcelebritycharacteristalkingtoauser,itremuneratesthem

psychologicallyaswellasallowsthemasenseofBelongingtoanexclusiveclub.As

Howardsays,[people]wanttobepartofagroup,buttheydontwanttobeanother

faceinthecrowd.[]Theywanttobemembersofexclusivegroups[emphasisin

original](168).Allowingconsumerstobepartofanexclusivegroupgrowsthe

Significanceofthegroup,whichcouldmakemoreconsumerswanttobeapartof

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thegroup.Fewthingsaremoreexclusivethanhavingaconversationwitha

celebrity;thus,usingacelebritytotalktoconsumersmayhavetheeffectofmaking

theconversationexclusiveanddesirable,whichcouldenticeconsumerstobecome

moreattunedtowhatacompanyhastosay.

Createactive,engagingsocialexperiences.

ThispracticeisoutlinedinHowardsDesigntoThrive,andrightfullyso.This

isaveryimportantpracticeasitallowsconsumerstoconnectwithoneanother,

whichaidsinbuildingstrongerbondsamongconsumers.Ifconsumersfeelmore

connectedtooneanother,theyhaveahighersenseofBelongingtothegroupthat

allowedsuchaconnectiontooccur.Additionally,thesesocialexperiencesallowfor

psychologicaland,occasionally,monetaryRemunerationfortheuser.The

psychologicalRemunerationoftencomesfromthebondsthatconsumersbuildwith

oneanotheraswellasthecompany,whilethemonetaryRemunerationoftencomes

fromcontestsorgamesthatgiveprizestoconsumers.

AnexampleofthiswouldbeOldSpicesvideoresponsestoconsumers

questions.Thesevideosrangedfromtensecondstoalmostaminuteeachandwere

absurdandmemorable;however,thereasonthistacticsucceededwastheInfluence

usersfelttowardOldSpice.Usersutilizedthissocialexperienceinorderto

1)AttainpsychologicalRemunerationbecauseacelebritycharacterwas

speakingdirectlytothemaboutatopicorquestiontheyhadposted;

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2)HaveInfluenceovertheworldaroundthembecauseOldSpicewasusing

contentgiventothembytheirusers;

3)CreateasenseofBelongingbecauseusersnowhaveasharedstoryora

secrethandshakewithOldSpiceviathesevideos;and

4)Seethecommunityassignificantbecausetheyarenowamongavaried

fewintheexclusiveclubofthosewithpersonalizedvideoresponses.

AnexampleofthistypeofphenomenonfromMorganKaufmannisthecontest

duringtheirpushfor500Twitterfollowersthatofferedthewinnerfreebooks.The

samereasonslistedabovearethereasonsforuserstoutilizethistypeofsocial

experienceaswell.

Createsomethingmemorable.

Creatingsomethingmemorabledoesnotmeanithastobethemostbrilliant

discoveryorphraseutteredtodate.Creatingsomethingmemorablemeanshaving

somethingthatwillstaywithauserlongaftertheadvertisementisgone.Though

thefirstOldSpicetelevisionadvertisementwithIsaiahMustafawasairedinearly

2010,manyconsumersstillquoteittothisdaybecauseitwasmemorable.What

madethiscommercialmemorablewasitsabsurdityanditsuseofnewmarketing

tactics,suchasusingTwitter,inconjunctionwithitsappearanceontelevision.Iuse

newinquotationsbecausethesebestpracticesarewellknownadvertisingknow

how,butupdatedversionsoftheoldmarketingadages.

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MorganKaufmanndidthiswhilecombiningthepracticeabovewhenthey

createdTwitterTuesdayinwhichanewbookisplacedonsaleforhalfpricefor

thatdayonly.Itismemorablenotjustbecauseofthedrasticdiscountonanew

book,butalsobecauseofthealliterationofthewordsTwitterandTuesdaythat

isabletostayinausersmind.

Beresponsive.Behonest.

JarvisreiteratesthispointinWhatWouldGoogleDo,andIbelievethis

researchshowshowimportantitistoberesponsiveandhonest.Anexampleofthis

isfromOldSpicewhenaconsumeraskedifthecommercialswerecreatedinfront

ofabluescreenoriftheywerecomputergenerated.OldSpice,inanefforttobe

responsiveandhonestwiththeirusers,oratleasttoappeartoberesponsiveand

honest,postedtoYouTubebehindthescenesvideostoshowconsumershoweach

OldSpicecommercialwasmadeinjustonetakewithlargesetsandcuriouscamera

angles.WhatOldSpicecandofurthertobeseenasmoreresponsiveandhonest

withtheirusersistoposttheirprofitmargininaneasytofindlocationontheir

website,aswellasnegativereactionsotherconsumershavehadtotheirproducts

suchasskinirritation,althoughthisissuehasbeenaddressedontheirTwitterfeed.

Thus,OldSpiceismovingintherightdirectiontowardresponsivenessandhonesty,

aswellasofferingthoseconsumerswithskinirritationsachancetodiscussindetail

theissueinorderforOldSpicetorectifyit,whichhasthepotentialtoopenthedoor

 140

formoreresponsive,honestconversationand,thus,moretrustbetweenthe

consumerandOldSpice.

Jarvisshowsexamplesinhisbookofhowalackofresponsivenessand

honestycanbackfireonacompany.AGooglesearchofDellsucks,whichispartof

thetitleofablogwrittenbyJarvisin2005whenaDellcomputerheboughtturned

outtobe,inhiswords,alemon,showsanentirepageofrelatedblogsall

bemoaningDellcomputersaswellassimilarYouTubevideos.Manyoftheissues

withDell,andamajorissuewithJarvisindealingwithDell,wasthecompanyslack

ofresponsiveness;whenJarvisboughtthecomputer,hewastoldsomeonewould

cometohishousetofixhiscomputerifevertherewasaproblem.However,when

Jarvisgothomeandtherewasaproblem,hewastoldhewasgoingtohavetosendit

tothemfortwoweeks.ThissparkedJarvisblogpost,whichsparkedother

unsatisfiedDellcustomerstospeakout,whichthensparkedadownturnofpeople

buyingDellcomputers.OncethismetaphoricallyblewupinthefaceofDell,they

decidedtoopenanewparttotheirsiteinwhichtheycouldappeartoberesponsive

andhonestwiththeirconsumers.Itwasastartintherightdirection,butitmay

havebeentoolate.ThisisanextremeexampleofthepowertheInternetasawhole

affordsconsumers.Amorescaleddownversionofthisexamplewouldbeprotests

arrangedthroughTwitter.Twitterisusefulforspurofthemomentplanningand

discussing,andwiththeamountofcharacterslimitedpertweet,itisveryeasyto

instantaneouslysendamessagedemonizingacompanyforlyingtoitsconsumers.

Ifenoughpeopleareupsetandseethattweet,theconsumerscanthenstarta

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protestwithinminutes.Thus,itisessentialtoberesponsiveandhonestfromthe

verystart.

Askforadviceanduseit.

Thispracticeworksinconjunctionwiththepreviouspractice.Oncea

companyisresponsiveandhonestwiththeirconsumers,theycanthenasktheir

consumersforadviceandtrustthattheirconsumerswillgivethemthoughtful

adviceeitherformakingsomethingneworformakingsomethingbetter.Morgan

Kaufmanndidthiswhentheyweredesigningtheirnewwebsite;duringtheentire

processofcreatingthewebsite,MorganKaufmannwouldasktheirconsumersif

therewerecertainthingstheydidordidnotwantonthesite,theywouldaskif

therewerecertainneedstheconsumershadthatwerenotbeingmet,andtheyeven

postedalinktoasurveyonTwittersotheirTwitterconsumerscouldallfillout

whattheywantedfromthenewMorganKaufmannsite.Oncethesitewasupand

running,MorganKaufmannpostedalinktoitonTwittertoshowthattheylistened

totheconsumers,whichremuneratedthemforthetimetheyspentsendingin

suggestionsandfillingoutsurveys.Thus,itisimportantnotjusttoaskforadvice,

butalsotouseit.Inthisway,userswantnotjusttobeheard,buttobeheardandto

havewhattheyaresayingbeutilized.

Askingforadvicewithoutusingitis,forexample,likeaskingforextrasalad

dressingatarestaurantandnotusinganydressingonthesaladatall.Ifsomeone

spendstimeandenergyperformingataskattherequestofsomeoneelse,suchasa

 142

waitresstakingafewextrasecondstorunintothekitchentogetextrasalad

dressing,theyexpectthattheirtimeandenergy,evenjustafewseconds,be

appreciatedandfullyutilized.Ifthatwaitressseesthatthecustomerdidnotuse

anyofthesaladdressing,shewillrememberfornexttimeandmayhesitatetoget

thatpersonextradressingsincehedoesnotuseitanyway.Thesamegoesfor

consumerswhenaskedforadvice;ifacompanydoesnotusetheadviceithas

solicited,theconsumerwillbehesitanttoofferadvicethenexttime.

Convinceconsumerstobeadvertisers.

Thispointdrawsfromthepreviouspracticeinwhichadvicesolicitedfroma

consumeroughttobeutilized.However,thispracticeismorethanjusttaking

adviceandusingit;thispracticeislessaboutacompanyadvertisingtoits

consumers,andmoreaboutconsumersadvertisingtootherconsumers.WhatI

meanbythisisthat,insteadofacompanyusingteamsofmarketersinorderto

comeupwithnewwaystoreachlargergroupsofpeople,lettheconsumersfigureit

out.Asstatedpreviously,peopletrusttheirfriends,andtheytrusttheirfriends

opinionandjudgment,whiletheyaresuspiciousofthemotivesbehindacompanys

marketingteam.Therefore,allowtheseindividualstomarkettotheirfriendsin

placeofalargemarketingteam.

OldSpicewasabletoperformthispracticeinpartwhenitlaunchedathree

daycampaignofvideoresponsestousersquestions.Thisallowedeachusertofeel

connectedtoOldSpiceinanewway;IsaiahMustafaseemedtobetalkingdirectlyto

 143

eachindividualregardlessofcelebritystatus.Inreturn,eachindividualwho

receivedavideoresponselettheirfriendsknow,whointurnlettheirfriendsknow,

anditbecamewidelyknownthatOldSpicewouldmakeeachuseravideoresponse,

whichmeetssomeaspectofeachelementintheRIBSheuristic.Themostimportant

partofthissocialmediacampaignwasthatitspreadbywordofmouthfromuserto

user;therewasnopressconferenceoutliningthedetailsofthiscampaign.The

userstowhichavideoresponsewaswrittenwerenotchosenbeforehandtoreceive

avideo;allofthishappenedbecauseofthenaturalflowofwordofmouth

advertisingfromOldSpicesconsumers.

Haveaconversation.

Thispracticeisverysimilartothefirstinthislist,butitisbyfaroneofthe

mostimportant.Notonlydoesacompanyneedtotalktoaconsumerinsteadofata

consumer,theyneedtodosoonaoneononebasisasoftenaspossible.Thishas

thepotentialtogiveaconsumernotjustthefeelingofRemunerationbecausea

companyistalkingdirectlytothem,butalsothefeelingofInfluencewithina

companybecausetheyarerespondingdirectlytowhataconsumersays.

Additionally,havingaconversationwithconsumersmayallowconsumerstheright

totelltheminwhatwaystheywishtobeadvertised,aswellastheproductsfor

whichtheymayormaynotbewillingtopay.

Allowingaconsumertohaveaconversationwithacompanycansometimes

havetheeffectonaconsumeroffeelinglikeapartofthecompany.Ifaconsumer

 144

feelsliketheyareapartofthecompany,theywilllikelytelltheirfriendsaboutthe

companybecause,inasense,itisalsotheircompany,astheyarethenewmarketing

departmentaswellaspossiblythenewproductdevelopmentdepartment;asstated

earlier,friendstrustoneanothermoreoftenandmorereadilythantheydo

companies.Thus,havingconsumersbecomethemarketingdepartmentcutsdown

onadvertisingcosts.Additionally,consumersknowwhattheydoanddonotwant

inaserviceorproductand,byallowingtheirfriendstotellthemaboutacompanys

serviceorproduct,eachadvertisementbytheconsumertoafriendisapersonalized

messagefromthecompanythroughaloyalcustomertoapotentialcustomer.

UtilizeeachelementofRIBS.

Possiblythemostimportanttakeawayfromthisstudyistoutilizeeach

elementofRIBStobestsuitanyandalladvertisingneeds.Asseenabove,Morgan

KaufmannutilizedRemunerationandBelongingmorethanInfluenceand

Significance.Thisispossiblybecausetheirusersbelongtoaverysmallnichegroup

ofscientistsandeducators;becausethisisanestablishedgroupduetothe

membersprofessionsandinterestinliteraturegearedtowardtheseprofessions,

thesememberspossiblyhavetheirInfluenceandSignificanceneedsmetelsewhere.

Thus,itisnotessentialforMorganKaufmanntoattempttomeettheseneeds.

OldSpice,ontheotherhand,hasamoregeneralclientbase.Thus,their

userspossiblyhaveagreaterexpectationfortheirneedstobemet.Additionally,

OldSpicechangedhowtheyusedeachRIBSelementhalfwaythroughtheyearwhen

 145

theirgoalchangedfromgaininganewclientbasetomaintainingtheirnewclient

base.Thus,notonlyisitimportanttoknowhowtouseRIBSwithinamarketing

campaign,itisjustasimportanttoknowhowtochangethewayRIBSisusedwhen

marketinggoalschange.

Conclusion

Inconclusion,Iwouldliketoendwiththepersonwhoplantedtheseedfor

thisresearch;IsaiahMustafasaiditbestinaninterviewonthesetofoneofhismost

recentOldSpiceadvertisements:

Beingthatcharacterjustallowedmetoreachouttoalotmorepeopleand,

justmakepeoplelaugh.YoureallyneverknowwhereImgoingtoturnup.

Thatswhyyouwanttopayattention.Besittingatyourcomputer.Logon

toeitherTwitterortheFacebookpageforOldSpiceandfindoutwhereIm

goingtobe.Andthenwellcommunicate.[emphasismine]

ItseemsIsaiahMustafaalreadyunderstandsthefutureofmarketing:

communicationandconversation.Hopefullythisstudymakesitclearwhy

conversationisimportanttomarketing,andthesebestpracticesshowhowto

initiateandtocontinueenjoyingconversationwithconsumers.

 146

References

Adamson,A.P.(2008).BrandDigital:SimpleWaysTopBrandsSucceedintheDigital

World.PalgraveMacmillan.

Buss,A.,&Strauss,N.(2009).OnlineCommunitiesHandbook:BuildingYour

Business&BrandontheWeb.NewRiders.

Gladwell,M.(2002).TheTippingPoint:HowLittleThingsCanMakeaBigDifference.

BackBayBooks.

Godin,S.(2002).PurpleCow.Portfolio.

Godin,S.(2008).Tribes.Portfolio.

Howard,T.(2010).DesigntoThrive:CreatingSocialNetworksandOnline

CommunitiesthatLast.MorganKauffman.

Jarvis,J.(2009).WhatWouldGoogleDo?HarperCollinsbooks.

Larson,C.U.(2004).Persuasion:ReceptionandResponsibility.Wadsworth.

Locke,C.,Levine,R.,Searls,D.,&Weinberger,D.(2001).TheCluetrainManifesto.

PerseusBooks.

Plummer,J.,Rappaport,S.,Hall,T.,andBarocci,R.(2007).TheOnlineAdvertising

Playbook:ProvenStrategiesandTestedTacticsfromTheAdvertisingResearch

Foundation.JohnWiley&Sons,Inc.

Ryan,D.andJones,C.(2009).UnderstandingDigitalMarketing:Marketing

StrategiesforEngagingtheDigitalGeneration.KoganPageLimited.

 147

Scott,D.M.(2010).TheNewRulesofMarketing&PR:HowtoUseSocialMedia,

Blogs,NewsReleases,OnlineVideo,andViralMarketingtoReachBuyers

Directly.JohnWiley&Sons,Inc.

Shirky,C.(2008).HereComesEverybody.PenguinBooks.

Shuen,A.(2008).Web2.0:AStrategyGuide.OReillyMedia,Inc.

Wertime,K.andFenwick,I.(2008).DigiMarketing:TheEssentialGuidetoNew

Media&DigitalMarketing.JohnWiley&Sons,Inc.

Zarella,D.(2010).TheSocialMediaMarketingBook.OReillyMediaInc

 148

Appendices

 149

AppendixACodingofOldSpice

Tweet Remuneration Total Influence Total Belonging Total Significance Total Word
Count
@87unicorns noteof 5 indirect 3 none 0 none 0 3
Indeeditdoes. understanding creationof
January20,2010 (morethan2 content
4:54:23PMEST words);direct (response);
viawebinreply communication direct
to87unicorns (morethan2 communication
words);emotional (morethan2
repayment words)
@MakayneTulg noteof 5 indirect 3 none 0 none 0 11
renAgreed.The understanding creationof
wrongcologne (morethan2 content
inthewrong words);direct (response);
handscanbe communication direct
dangerous. (morethan2 communication
January21,2010 words);emotional (morethan2
4:41:59PMEST repayment words)
viawebinreply
to
MakayneTulgren

 150

@fbayona21Yes noteof 3 indirect 2 none 0 none 0 1

February2, understanding creationof
20101:24:39PM (lessthan2 content
ESTviawebin words);direction (response);
replyto communication direct
mrfrancisbayona (lessthan2 communication
words);emotional (lessthan2
repayment words)
REDDITSPAMM psychological 1 directcreation 2 activesocial 1 mentionof 5 20
OR#reddit repayment(via ofcontent experiences reputable
Betterthanany retweet) (retweet) (video) brand(Super
SuperBowlad. Bowl,Old
OldSpice:The Spice);video;
ManYourMan retweet
CouldSmell
Like.:submitted
bysteponch...
http://bit.ly/aep
vxr#rulez
February8,
201012:55:04
PMESTvia
twitterfeed
Retweetedby
OldSpiceand1
other

 151

@thanichaThx noteof 5 indirect 3 none 0 none 0 4

fortweetingus! understanding creationof
February10, (morethan2 content
20104:01:31PM words);direct (response);
ESTviawebin communication direct
replytothanicha (morethan2 communication
words);emotional (morethan2
repayment words)
@JustRonny noteof 5 indirect 3 none 0 none 0 7
Thx.Goodluck understanding creationof
onyour (morethan2 content
shoppingspree. words);direct (response);
February10, communication direct
20104:03:59PM (morethan2 communication
ESTviawebin words);emotional (morethan2
replyto repayment words)
JustRonny
@CannesLions noteof 5 indirect 3 none 0 none 0 5
Thanksfor understanding creationof
tweetingusup. (morethan2 content
February10, words);direct (response);
20104:06:47PM communication direct
ESTviawebin (morethan2 communication
replyto words);emotional (morethan2
CannesLions repayment words)

 152

@ZenaWest noteof 5 indirect 3 none 0 none 0 19

Thankyou.Buy understanding creationof
someforallthe (morethan2 content
meninyourlife. words);direct (response);
Theywillthank communication direct
youandloveyou (morethan2 communication
forever. words);emotional (morethan2
February10, repayment words)
20104:13:53PM
ESTviawebin
replyto
ZenaWest
@turthalion noteof 5 indirect 3 none 0 none 0 4
That'satrue understanding creationof
fact.February (morethan2 content
10,20104:16:43 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
turthalion words);emotional (morethan2
repayment words)
@kfoss1Try noteof 5 indirect 3 none 0 none 0 8
theproduct,kind understanding creationof
sir...andbe (morethan2 content
amazed! words);direct (response);
February10, communication direct
20104:20:56PM (morethan2 communication
ESTviawebin words);emotional (morethan2
replytokfoss1 repayment words)

 153

@RossMiles noteof 5 indirect 3 none 0 none 0 3

Thankyousir. understanding creationof
February10, (morethan2 content
20104:28:48PM words);direct (response);
ESTviawebin communication direct
replyto (morethan2 communication
RossMiles words);emotional (morethan2
repayment words)
@OneOfSword noteof 5 indirect 3 none 0 none 0 3
sThankye understanding creationof
kindly.February (morethan2 content
10,20104:35:44 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
OneOfSwords words);emotional (morethan2
repayment words)
@Douceswild noteof 3 indirect 2 none 0 none 0 1
AgreeFebruary understanding creationof
10,20104:38:28 (lessthan2 content
PMESTviaweb words);direction (response);
inreplyto communication direct
Douceswild (lessthan2 communication
words);emotional (lessthan2
repayment words)

 154

@misadventQa noteof 5 indirect 3 none 0 none 0 3

ndVGladyou understanding creationof
enjoyed. (morethan2 content
February10, words);direct (response);
20104:42:02PM communication direct
ESTviawebin (morethan2 communication
replyto words);emotional (morethan2
misadventQandV repayment words)
@cbatter noteof 3 indirect 2 none 0 none 0 1
GraciasFebruary understanding creationof
10,20104:50:51 (lessthan2 content
PMESTviaweb words);direction (response);
inreplyto communication direct
cbatter (lessthan2 communication
words);emotional (lessthan2
repayment words)
@sarahmsmart noteof 3 indirect 2 none 0 none 0 1
ThanksFebruary understanding creationof
10,20105:28:32 (lessthan2 content
PMESTviaweb words);direction (response);
inreplyto communication direct
sarahmsmart (lessthan2 communication
words);emotional (lessthan2
repayment words)

 155

@NeutronGirl noteof 5 indirect 3 none 0 none 0 3

Gladyoulikey. understanding creationof
February10, (morethan2 content
20105:50:18PM words);direct (response);
ESTviawebin communication direct
replyto (morethan2 communication
NeutronGirl words);emotional (morethan2
repayment words)
@BJones1231 noteof 3 indirect 2 none 0 none 0 1
ThanksFebruary understanding creationof
10,20106:04:29 (lessthan2 content
PMESTviaweb words);direction (response);
inreplyto communication direct
BJones1231 (lessthan2 communication
words);emotional (lessthan2
repayment words)
@satisfeye noteof 3 indirect 2 none 0 none 0 2
Manythx. understanding creationof
February11, (lessthan2 content
20108:32:27 words);direction (response);
AMESTviaweb communication direct
inreplyto (lessthan2 communication
satisfeye words);emotional (lessthan2
repayment words)

 156

@metroradiou noteof 5 indirect 3 activesocial 1 video 1 6

kIncaseyou understanding creationof experiences
didn'tfindit: (morethan2 content (video)
http://www.you words);direct (response);
tube.com/watch communication direct
?v=owGykVbfgU (morethan2 communication
E#February11, words);emotional (morethan2
20108:39:54 repayment words)
AMESTviaweb
inreplyto
metroradiouk
@cjen9Thanks noteof 5 indirect 3 none 0 none 0 7
abunch.Glad understanding creationof
youlikeit. (morethan2 content
February11, words);direct (response);
20108:45:54 communication direct
AMESTviaweb (morethan2 communication
inreplytocjen9 words);emotional (morethan2
repayment words)
@QMxInsider noteof 5 indirect 3 none 0 none 0 4
Gladtodisturb understanding creationof
you.February (morethan2 content
11,20108:49:14 words);direct (response);
AMESTviaweb communication direct
inreplyto (morethan2 communication
QMxInsider words);emotional (morethan2
repayment words)

 157

@TabMcCausla noteof 3 indirect 2 none 0 none 0 2

ndManythanks. understanding creationof
February11, (lessthan2 content
20109:48:27 words);direction (response);
AMESTviaweb communication direct
inreplyto (lessthan2 communication
TabMcCausland words);emotional (lessthan2
repayment words)
@ShopperX noteof 3 indirect 2 none 0 none 0 1
Excellent understanding creationof
February11, (lessthan2 content
20109:49:58 words);direction (response);
AMESTviaweb communication direct
inreplyto (lessthan2 communication
ShopperX words);emotional (lessthan2
repayment words)
@Cathyydubs noteof 3 indirect 2 none 0 none 0 1
IndeedFebruary understanding creationof
11,2010 (lessthan2 content
10:00:15AM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
Cathyydubs words);emotional (lessthan2
repayment words)

 158

@jakkajLetus noteof 5 indirect 3 none 0 none 0 6

knowhowthat understanding creationof
goes.February (morethan2 content
11,2010 words);direct (response);
10:03:48AM communication direct
ESTviawebin (morethan2 communication
replytojakkaj words);emotional (lessthan2
repayment words)
@harveydean noteof 3 indirect 2 none 0 none 0 1
GraciasFebruary understanding creationof
11,2010 (lessthan2 content
10:25:27AM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
harveydean words);emotional (lessthan2
repayment words)
@krisaacsMany noteof 3 indirect 2 none 0 none 0 2
thanksFebruary understanding creationof
11,2010 (lessthan2 content
10:39:27AM words);direction (response);
ESTviawebin communication direct
replytokrisaacs (lessthan2 communication
words);emotional (lessthan2
repayment words)

 159

@BuzzFeedFee noteof 5 indirect 3 none 0 none 0 7

dBelatedthanks understanding creationof
fortweetingus (morethan2 content
up.Gracias. words);direct (response);
February11, communication direct
201011:03:42 (morethan2 communication
AMESTviaweb words);emotional (morethan2
inreplyto repayment words)
BuzzFeedFeed
@isaiahmustaf noteof 5 indirect 3 none 0 mentionof 2 7
aWelcometo understanding creationof reputable
thiscrazy (morethan2 content brand
Twitterthing, words);direct (response); (Twitter);
Isaiah.February communication direct mentionof
11,20104:24:56 (morethan2 communication IsaiahMustafa
PMESTviaweb words);emotional (morethan2
repayment words)
@miafreedman noteof 3 indirect 2 none 0 assumed 1 1
GraciasFebruary understanding creationof writtenby
11,20107:08:47 (lessthan2 content IsaiahMustafa
PMESTviaweb words);direction (response);
inreplyto communication direct
miafreedman (lessthan2 communication
words);emotional (lessthan2
repayment words)

 160

@LUXURY713 noteof 3 indirect 2 none 0 assumed 1 2

Lookingood. understanding creationof writtenby
February11, (lessthan2 content IsaiahMustafa
20109:31:02PM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
LUXURY713 words);emotional (lessthan2
repayment words)
@nitecapp noteof 3 indirect 2 none 0 assumed 1 1
GraciasFebruary understanding creationof writtenby
11,20109:42:04 (lessthan2 content IsaiahMustafa
PMESTviaweb words);direction (response);
inreplyto communication direct
nitecapp (lessthan2 communication
words);emotional (lessthan2
repayment words)
@lovelyginger noteof 5 indirect 4 secret 1 assumed 1 4
I'monahorse. understanding creationof handshake writtenby
February12, (morethan2 content (adtagline) IsaiahMustafa
201012:35:58 words);direct (response);
AMESTviaweb communication direct
inreplyto (morethan2 communication
lovelyginger words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)

 161

@adtylerI'm noteof 5 indirect 4 secret 1 assumed 1 4

onahorse understanding creationof handshake writtenby
February12, (morethan2 content (adtagline) IsaiahMustafa
201012:39:21 words);direct (response);
AMESTviaweb communication direct
inreplyto (morethan2 communication
adtyler words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@AdamUltrabe noteof 5 indirect 3 none 0 assumed 1 4
rgGladyoudig understanding creationof writtenby
it.February12, (morethan2 content IsaiahMustafa
201012:43:07 words);direct (response);
AMESTviaweb communication direct
inreplyto (morethan2 communication
AdamUltraberg words);emotional (morethan2
repayment words)
@justinwisz noteof 5 indirect 3 none 0 assumed 1 6
It'sOK.Youare understanding creationof writtenby
notalone. (morethan2 content IsaiahMustafa
February12, words);direct (response);
20101:03:33 communication direct
AMESTviaweb (morethan2 communication
inreplyto words);emotional (morethan2
justinwisz repayment words)

 162

@cruddenGlad noteof 5 indirect 3 none 0 assumed 1 3

tohelpFebruary understanding creationof writtenby
12,2010 (morethan2 content IsaiahMustafa
12:05:31PMEST words);direct (response);
viawebinreply communication direct
tocrudden (morethan2 communication
words);emotional (morethan2
repayment words)
@laurent_finto noteof 5 indirect 4 secret 1 assumed 1 4
niI'monahorse understanding creationof handshake writtenby
February12, (morethan2 content (adtagline) IsaiahMustafa
201012:16:58 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
laurent_fintoni words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@nickdpc noteof 3 indirect 2 none 0 assumed 1 1
GraciasFebruary understanding creationof writtenby
12,2010 (lessthan2 content IsaiahMustafa
12:38:20PMEST words);direction (response);
viawebinreply communication direct
tonickdpc (lessthan2 communication
words);emotional (lessthan2
repayment words)

 163

@gstarzzz noteof 3 indirect 3 secret 1 assumed 1 1

Neigh!February understanding creationof handshake writtenby
12,2010 (lessthan2 content (adtagline) IsaiahMustafa
12:55:23PMEST words);direction (response);
viawebinreply communication direct
togstarzzz (lessthan2 communication
words);emotional lessthan2
repayment words);secret
handshake(ad
tagline)
@adamsconsul noteof 5 indirect 4 secret 1 assumed 1 4
tingI'mona understanding creationof handshake writtenby
horse.February (morethan2 content (adtagline) IsaiahMustafa
12,20101:56:51 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
adamsconsulting words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@gustaborrach noteof 3 indirect 2 none 0 assumed 1 1
oThanks understanding creationof writtenby
February12, (lessthan2 content IsaiahMustafa
20102:50:44PM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
gustaborracho words);emotional (lessthan2
repayment words)

 164

@ajblonk noteof 3 indirect 2 none 0 assumed 1 1

Correct understanding creationof writtenby
February12, (lessthan2 content IsaiahMustafa
20104:47:58PM words);direction (response);
ESTviawebin communication direct
replytoajblonk (lessthan2 communication
words);emotional (lessthan2
repayment words)
@whitespider1 noteof 5 indirect 3 none 0 mentionof 2 15
066Thanks.Just understanding creationof reputable
toclarify,we (morethan2 content brand(Super
weren'tonthe words);direct (response); Bowl);
Superbowl.The communication direct assumed
spotairedthe (morethan2 communication writtenby
followingday. words);emotional (morethan2 IsaiahMustafa
February12, repayment words)
20105:25:32PM
ESTviawebin
replyto
whitespider106
6

 165

@Nick_T_Simm noteof 5 indirect 5 secret 1 assumed 1 4

onsI'mona understanding creationof handshake writtenby
horse.February (morethan2 content (adtagline) IsaiahMustafa
13,20103:56:33 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
Nick_T_Simmons words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@matthew_j_w noteof 5 indirect 3 none 0 assumed 1 6
hiteLetusknow understanding creationof writtenby
howitgoes. (morethan2 content IsaiahMustafa
February13, words);direct (response);
20104:01:23PM communication direct
ESTviawebin (morethan2 communication
replyto words);emotional (morethan2
matthew_j_white repayment words)
@Perdomo_Cig noteof 3 indirect 2 none 0 assumed 1 1
arsIndeed understanding creationof writtenby
February13, (lessthan2 content IsaiahMustafa
20104:05:07PM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
Perdomo_Cigars words);emotional (lessthan2
repayment words)

 166

@imaliveyay noteof 5 indirect 3 none 0 assumed 1 3

Youare understanding creationof writtenby
welcome. (morethan2 content IsaiahMustafa
February13, words);direct (response);
20106:39:35PM communication direct
ESTviawebin (morethan2 communication
replyto words);emotional (morethan2
Imaliveyay repayment words)
@AtomicKinkaj noteof 5 indirect 3 none 0 assumed 1 4
ouGladyoudig, understanding creationof writtenby
man.February (morethan2 content IsaiahMustafa
14,2010 words);direct (response);
11:04:54AM communication direct
ESTviawebin (morethan2 communication
replyto words);emotional (morethan2
KungPaoKiller repayment words)
@iHoop83I'm noteof 5 indirect 4 secret 1 assumed 1 4
onahorse. understanding creationof handshake writtenby
February14, (morethan2 content (adtagline) IsaiahMustafa
201012:23:57 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
InfuseCEO words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)

 167

@jacksonWILL noteof 5 indirect 4 secret 1 assumed 1 4

I'monahorse. understanding creationof handshake writtenby
February14, (morethan2 content (adtagline) IsaiahMustafa
201012:52:51 words);direct (response);
PMESTviaweb communication direct
inreplyto (morethan2 communication
jacksonWILL words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@kpaulsson noteof 5 indirect 4 secret 1 assumed 1 4
I'monahorse. understanding creationof handshake writtenby
February14, (morethan2 content (adtagline) IsaiahMustafa
20105:24:57PM words);direct (response);
ESTviawebin communication direct
replyto (morethan2 communication
kpaulsson words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@tallglassofmil noteof 3 indirect 3 secret 1 assumed 1 1
kNeigh! understanding creationof handshake writtenby
February14, (lessthan2 content (adtagline) IsaiahMustafa
20105:35:42PM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
tallglassofmilk words);emotional lessthan2
repayment words);secret
handshake(ad
tagline)

 168

@pop_ology noteof 5 indirect 4 secret 1 assumed 1 4

I'monahorse. understanding creationof handshake writtenby
February14, (morethan2 content (adtagline) IsaiahMustafa
20105:50:14PM words);direct (response);
ESTviawebin communication direct
replyto (morethan2 communication
pop_ology words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)
@ShowbizStuff noteof 3 indirect 2 none 0 assumed 1 1
ThxFebruary14, understanding creationof writtenby
20108:59:59PM (lessthan2 content IsaiahMustafa
ESTviaTwitter words);direction (response);
foriPhonein communication direct
replyto (lessthan2 communication
ShowbizStuff words);emotional (lessthan2
repayment words)
@heywhipple noteof 5 indirect 4 secret 1 assumed 1 4
I'monahorse. understanding creationof handshake writtenby
February15, (morethan2 content (adtagline) IsaiahMustafa
20109:33:14 words);direct (response);
AMESTviaweb communication direct
inreplyto (morethan2 communication
heywhipple words);emotional (morethan2
repayment words);secret
handshake(ad
tagline)

 169

@AsianMartin noteof 3 indirect 3 secret 1 assumed 1 1

Neigh!February understanding creationof handshake writtenby
15,2010 (lessthan2 content (adtagline) IsaiahMustafa
10:28:49AM words);direction (response);
ESTviawebin communication direct
replyto (lessthan2 communication
AsianMartin words);emotional lessthan2
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@JayeCharism noteof 5 indirect 4 secret 1 assumed 1 4
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@callis1987 noteof 5 indirect 4 secret 1 assumed 1 4
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 170

@meggo10 noteof 3 indirect 2 none 0 assumed 1 1

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@JoeSales noteof 5 indirect 4 secret 1 assumed 1 5
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 171

@kionsanders noteof 5 indirect 4 secret 1 assumed 1 6

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@Samosaone noteof 3 indirect 2 none 0 assumed 1 1
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 172

@adlervan noteof 5 indirect 3 none 0 assumed 1 12

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 173

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 174

@Stopslouchin noteof 5 indirect 4 secret 1 assumed 1 4

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 175

@sarahcoker noteof 5 indirect 4 secret 1 assumed 1 9

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@nuckingfuts noteof 5 indirect 4 secret 1 assumed 1 4
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 176

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 177

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@SabrinaAnne noteof 5 indirect 4 secret 1 assumed 1 4
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@EpicDetector noteof 5 indirect 4 secret 1 assumed 1 9
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 178

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 179

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 180

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 181

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 182

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 183

@coolbot noteof 3 indirect 2 none 1 assumed 1 1

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 184

@gabiwellDo noteof 3 indirect 2 none 0 assumed 1 2

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 185

@ZiggyValenti noteof 3 indirect 2 none 0 assumed 1 1

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 186

@bunyan71 noteof 3 indirect 3 secret 1 assumed 1 2

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 187

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 188

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 189

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 190

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 191

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 192

@jennreese noteof 5 indirect 3 none 0 assumed 1 6

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 193

@jongobongo noteof 5 indirect 3 none 0 assumed 1 4

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 194

@lafromboise noteof 3 indirect 2 none 0 assumed 1 1

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 195

@yoreneyHe's noteof 5 indirect 3 none 0 assumed 2 11

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 196

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 197

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 198

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 199

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 200

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 201

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 202

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 203

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 204

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 205

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 206

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 207

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 208

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 209

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 210

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 211

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 212

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 213

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 214

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 215

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 216

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 217

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meinlebensstil repayment words)

 218

@nickrooney7 noteof 5 indirect 4 secret 1 assumed 1 3

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 219

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LoisaidaSam (lessthan2 communication
words);emotional (lessthan2
repayment words)

 220

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20108:49:06PM
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 221

@bjlemaire16 noteof 5 indirect 4 secret 1 assumed 1 6

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@kateromero_ noteof 5 indirect 4 secret 1 assumed 1 11
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kateromero_pix handshake(ad
tagline)

 222

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20106:34:24PM
EDTviaweb

 223

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 224

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 226

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 227

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 228

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 229

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 230

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 231

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 232

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 233

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 234

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 235

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 236

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 237

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 238

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 239

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 240

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 241

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 242

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 243

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 244

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 245

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 246

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 247

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 248

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 249

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 250

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 251

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 252

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 285

Totalnumberof Average 3.758 Average 2.583 Average 0.5218 Average 1.2711

tweets:1,717 Remuneration 01749 Influence 09037 Belonging 65889 Significance 37026
3 9
Maximum 6 Maximum 5 Maximum 2 Maximum 5
Remuneration Influence Belonging Significance
Minimum 0 Minimum 0 Minimum 0 Minimum 0
Remuneration Influence Belonging Significance
Mode 5 ModeInfluence 3 Mode 0 Mode 1
Remuneration Belonging Significance
TotalTweets 304 TotalTweets 310 TotalTweets 164 TotalTweets 316
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 286

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 287

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 288

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 289

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 290

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 291

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 292

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 293

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 294

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 295

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 296

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 297

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 298

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 299

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 300

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 301

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 302

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 303

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 304

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 305

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 306

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 307

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 308

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 309

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 310

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 311

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 313

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 315

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 316

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 317

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 319

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 321

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 322

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 412

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 413

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Totalnumberof Total 326 TotalInfluence 204 Total 178 Total 141
tweetscoded: Remuneration Belonging Significance
258
Totalnumberof Average 1.2635 Average 0.790 Average 0.6899 Average 0.5465
tweets:1,287 Remuneration 65891 Influence 69767 Belonging 22481 Significance 11628
4
Maximum 6 Maximum 5 Maximum 2 Maximum 3
Remuneration Influence Belonging Significance
Minimum 0 Minimum 0 Minimum 0 Minimum 0
Remuneration Influence Belonging Significance
Mode 1 ModeInfluence 0 Mode 1 Mode 0
Remuneration Belonging Significance
TotalTweets 197 TotalTweets 86 TotalTweets 167 TotalTweets 100
Codedfor Codedfor Codedfor Codedfor
Remuneration Influence Belonging Significance
Totalwords= 4067
Average 15.7635
numberof 6589
words=