Gartner: Der Einzelhandel kann Social Networks aufgrund des immensen Traffics nicht mehr ignorieren

Dienstag, 6. Mai 2008 um 10:44

Social graphs describe how friends are formally linked to each other on a social network. Word of mouth is effectively amplified by making social graphs usable by friends and business entities on a social network. To benefit from social graphs, Gartner says that retailers must first understand how each of the major social networks will allow them to leverage their graphs, then decide what to do with that access. For example, analysis of social graphs can be useful in discovering how consumer groups are linked together.

5.     

Viral Propagation is Boosted in Social Networking

Viral marketing is the most obvious route to take with viral propagation but must be closely monitored and managed. Communication between friends about something as simple as a pricing or promotion mistake on a Web site can propagate very quickly in social networks. Similarly a strong criticism of a product or retailer can quickly attract a large critical mass. Negative press that is virally spread is difficult to capture and public relations teams need to be well-versed in social network channels.

6.     

Applications for Social Networks are Easier to Build

The latest push in the social network world has been the focus on creating a platform that allows individuals and companies alike to build applications (sometimes called widgets) that are designed to run on the social network. Social platforms, especially Facebook, have been providing a platform and technical guidelines to make building these applications easier. Building an application is a way to more actively engage a target market, but the business outcomes of this engagement is still undetermined. Retailers should consider applications that have real shopping functions such as customer service, product selection guides and feedback mechanisms.

7.     

Social Networks Are a Huge Source of Consumer Data, but Retailers Cannot Easily Access It

Already some people are regretting having made available so much information available on social networks and access to this information will decrease further over time. However, access to some of this data can be gained by building applications that require members to agree to share some of their data in exchange for using the application. As with store loyalty cards, consumers may be willing to give up a little privacy in exchange for a valued service or discount. Expect privacy issues to make access to consumer data even tighter during the next 24 months.

8.     

Communities, Groups and Networks Can Be Created By Anyone and Are Impossible to Control

If a social network provides corporations too many capabilities in interacting with members (for example, advertising and selling), there is a risk that members will leave the network. Gartner advises retailers to build their social network presence on content produced by members and create applications that engage members in providing feedback in areas such as product design. The aim is to create a forum or application that will create value for other members while promoting the organisation’s brand.

9.     

Social Networks Are Not Capable of Commerce — Yet

Gartner advises retailers against becoming an early adopter of commerce capabilities on social networks. This lessens the chances of being part of a movement that may drive away social network participants because of the perceived commercialisation of the social network. It also allows organisations to better understand how commerce engines will work with social networks.

10. 

Social Networks Are Merging Into the Real-Time World — Coming to Your Mobile Phone

For now this remains an emerging consumer practice, but the ability to access social networks from mobile phones is being promoted by the wireless carriers. Examples of how this could be used include offering a limited time, in-store-only promotion that could be broadcast to friends in hopes of driving more traffic to the physical store.

Additional information is available in the Gartner report “Top Ten Things Retailers Should Know About Social Networks and What to Do." The report is available on Gartner's Web site at http://www.gartner.com/DisplayDocument?ref=g_search&id=633007&subref=simplesearch.

About Gartner

Gartner, Inc. (NYSE: IT) is the world's leading information technology research and advisory company. Gartner delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is the indispensable partner to 60,000 clients in 10,000 distinct organisations. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyse and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, U.S.A., and has 4,000 associates, including 1,200 research analysts and consultants in 75 countries. For more information, visit www.gartner.com.

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