Disqus - Latest Comments for drkellypage

Re: The Three F’s of Facebook: Having Friends! Developing Friendships! OR Just Being Friendly!

drkellypage — Tue, 22 Feb 2011 07:49:03 -0000

Rahul, thanks for your response. I agree it's all very interesting. How we consider friends online and offline and also the different roles people play in our lives. Digital Media channels such as Facebook is most certainly influencing this.

Smiles
Kelly

Re: Growing Your Digital Footprint in Graduate School: To Blog or Not to Blog?

drkellypage — Wed, 17 Nov 2010 16:59:47 -0000

Heather is my pleasure. We are all learning how to navigate this space, be it in research or online participation. Am glad it was of use. :-)

Re: Ian Hargreaves Appointed Professor of Digital Economy!

drkellypage — Wed, 17 Nov 2010 13:31:32 -0000

I don't believe he has a blog or is on twitter. But I'll follow-up and confirm for you. :-)

Re: The Educational Value of Academic Publishing

drkellypage — Thu, 30 Sep 2010 09:04:02 -0000

Michael,

Many thanks for your comment and for purchasing the book. We've worked really hard on it and it's good to see others seeing the value in the work. As for journal articles, most certainly. It's a juggling act, but one requires both research and teaching to be a well rounded academic in this day of 21st Century academe.

I've actually just had a paper accepted for publication in the Journal of Marketing Management, about 'How the Web Makes Youth Feel". It came from a study I did with MediaSnackers last year ... Here is the link to my blog post about it: http://caseinsights.com/ind...

I look forward to hearing more about your work. Is good to meet like-minded souls in this business.
Smiles
Kelly

Re: Rage Against the X-Factor

drkellypage — Fri, 08 Jan 2010 03:49:28 -0000

Thanks for the great comment. Be great if I knew who you are, takes me back to the element and importance of 'being real' in the social media/web space. I like to know who I am conversing with. But thanks for taking the time, this is a really interesting topic.

I totally agree in that this wasn't a 'musical' movement in that the core product - a music single - and how it is marketed has been altered or changed by this campaign (in a traditional marketing sense), or that it can be replicated for other singles or artists in the future ... It's evident that this would be very hard to do and is dependent on so many other factors. Most importantly it happened in real time and was about being real.

In essence the implications for marketing of music (or any product offering for that matter) begs the very question you raise - what is it that is in fact being purchased, consumed, endorsed or promoted through e-WOM. It's not just about a tangible product like a CD, or even a digital product like a music single, as you say, it's the idea, attitude or position that is being purchased, consumed and/or promoted. This is something marketers have for years based many marketing campaigns on. You don't just buy Nike shoes - you also buy what they represent - an attitude or representation of your sporting prowess. Or sponsoring a child through World Vision - you are not just helping a child through a monthly financial transaction, you are buying the feeling/emotion of being selfless and giving. Or the Apple MacBook - is it a computer you are purchasing, or an innovative, creative and trendy attitude towards information processing and networked communications.

In essence the RATM campaign has implications for how the music industry see's the nature of what it is in fact selling and how it produces, manufactures and positions it's product offering. For too long consumers have been at the hands of music executives and music labels - be it Sony, Virgin, and how they control the music industry - what we hear, buy, how we buy it and what is and isn't ranked in the charts. For upcoming artists, it poses a difficult road.

As such this campaign has implications for how key players and executives in the music industry regard what consumers value and want from them, therefore what they produce and market. In essence, it is about being 'REAL' - not manufactured, controlled or mass produced.

Hence, 1 million active and interested people who placed increased value on 'Being Real' and a music single that represented this (it might not have been as successful if the single chosen didn't represent these values), WON against a staggering 19 million passive TV viewers who while being entertained, didn't place enough value on what in fact the music being played represented.

Thanks again for posting and raising one of the core marketing implications of these campaign - evolution in what is valued and how we, consumers, like to be treated!

Smiles
Kelly
:-)

Re: Ignite Cardiff Talk: If I drive a car does that make me a mechanic?

drkellypage — Sat, 17 Oct 2009 14:25:18 -0000

Thanks Elio. It was quite difficult to convey all my thoughts in a 5 minute talk, especially when nervous. But hope this blog post provided some more information for you about my intended message. :-)

Re: The Web Makes Me Feel ….

drkellypage — Thu, 23 Jul 2009 10:03:24 -0000

Carl, thanks for your comment, although I'd say that in fact 'Danah is not asking any specific questions, but exploring the socio-cultural context of youth technology use. She has some greatwork on youth/teen culture, behaviour and identity in social networks, a large portion looked at the diffidence between adult perceptions/attitudes toward youth behaviour/beliefs/emotions and the actual socio-cultural context of that activity. Her focus on social construction of fear through media and ethnographic approach is very well known, the methods by which she listens to a youth voice - many great insights are derived from her work

In this I think we are similar and different - similar in that we too have focused on youth voice, not our words to describe their feelings/emotions. However are different in that we just wanted to focus on emotions/feelings. So we asked youth to use their voice, their words to articulate their feelings/emotions. It's a more focused remit. It's not as sizeable nor deep ethnographic research approach as Danah, however provides us with a snapshot into the language youth use to describe their emotions/feelings and the reasoning for the emotion/feeling expressed.

In that, we do ask a different question, with a very different methodology, but perhaps with a similar objective - to provide more insight and listen more to the youth voice in 'how the web makes them feel'. Perhaps I should have written:

"not enough"

Smiles
Kelly

Re: The Mechanics of Social Web Expertise: What Really is an Expert?

drkellypage — Wed, 17 Jun 2009 14:12:11 -0000

Good blog post. I agree with you that "For any individual or organisation/company, it’s not about becoming an expert but fostering an environment and attitude to know there is always more to learn". We often forget that and it's very important, as is an environment where we can admit - we don't know something!

Many also seem to myopically equate the terms 'expert' or 'intelligence' as having 'more of' something. When in fact, expertise and intelligence are better regarded as about 'difference'. Different knowledge in type, breadth and depth, and differing experiences that have helped to generate this knowledge through learning and in how we communicate this to others.

We can all learn. We all do learn. We will always be learning. Knowledge is infinite! That is why I love the social web! It means we learn more through sharing different knowledge.

:-) Kel

Re: Getting Connected: Social Media & Marketing in a Networked Economy

drkellypage — Mon, 15 Jun 2009 00:14:56 -0000

Hey both. I agree that the perception of power and control is one of the biggest barriers facing organisations with their engagement of the social web. As Tom has indicated, we (organisations) don't actually have total control any more - we just think we still do!

This is inherently grounded in how we have been socialised or conditioned by the functionality of past technologies (e.g., TV) which gave little control to audiences and the notion of marketing as a one-way linear process (founded on sales and advertising) where we can control how our brand is displayed to our audiences. However, we have never been able to control word of mouth communication - one of the most effective forms of marketing for decades. But this was often limited to smaller strong-tie social networks.

Now with the developing social web the level and type of pacing (be it external or internal) - or controlled by the user/audience or the marketer/organisation is inherently evolving. At a micro level, organisations (designers) do still have some control over what users/audience can do given how they design a system/interface, but given the growing number of tools, technologies and channels that are enabling the community to engage, connect, communicate and share content independent of the organisation (marketers), the concept of control is most certainly in many contexts, a historical illusion.

I wrote a blog post about User Generated Content and Control, you might also find it of interest!
http://caseinsights.com/ind...

Smiles
Kelly