Social Circles: How offline relationships influence online behavior and what it means for design and marketing
©2012 |New Riders |
©2012 |New Riders |
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Why we need this book
Social technology doesn't change many things
Social technology is changing many things
Social technology is not the point
The shift towards a social web
How marketing and branding is changing
How customer service is changing
2. The Real Life Social Network
Online and Offline behavior
Calculating how we are connected
The structure of our network
Small world networks
Controlling our network
How our ties change over time
Mapping the social graph
How people make decisions
How people influence each other
How to identify the most influential people in a group
How to calculate influence
Identity will be a defining theme of the web in the next few years
Socially Constructed Identities
5. Privacy and Trust
6. The Business of the Social Web
How customers talk to each other
How customers talk to business
How business talks to customers
Why we buy
7. Understanding your customers
Forget focus groups
Using social media to do research
Building better products
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Researcher, Interaction Designer and Industrial Designer Paul Adams advises design and product teams on creating successful social experiences. He has led research and design projects in the US, UK, India, China and Japan on sociability and emerging platforms.
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