Final project: The influence of Social Media in spreading information about drugs

The influence of social media in spreading information about drugs

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Social Media Monitoring of Hewlett-Packard (SMM#2)

According to the SocialMention.com Hewlett-Packard:

                              last day, last week, last month

According to the icerocket.com during March, 18 to March, 25 Hewlett-Packard had a media splash: 

According to the www.samepoint.com Hewlett-Packard has 634 mentions:

The Groundswell reading reflection #3

   There are many interesting examples throughout Chapter 11 and Chapter 12 like previous chapters.  These examples predate today’s situation.

  The book presents some ways for development groundswell inside a company and shows why companies need to be empowered, connected, and more committed on a day-to-day basis. The authors ask and answer by examples of Dell: “If Dell can get its customers to support each other and salesforce.com can get its customers to prioritize feature suggestions, why can’t your employees work together in the same way?  They can” (page 216).

    Readers can look at three kinds of internal groundswell applications: idea exchange at Bell Canada; the community at Best Buy; and wikis at Avenue A/Razorfish,  Organic, and Intel.

   We as future specialists of social media should aspire to participants of social collaboration to find our application valuable or usable, and if they can't find we should better fix the situation first, rather than force it on the rest of the organization. We should find and encourage the “rebels” as well. We should attempt to provide political and technical resources for rebels, help them figure out where in the organization change can happen most quickly – and where it will be resisted.

    In conclusion the authors present seven lessons that will help us make this necessary transition to groundswell thinking. Be flexible is one of the lessons. That's mean permanently regulation to and learning from social media events. 7th lesson is be humble. Additionally as I read in "Good to great" by Jim Collins we should be self-effacing, reserved, personal humility then our professional will allows us to achieve great result. 

How take decision: Our company need to be include in "groundswell" or not? (Original p.#3)

In my opinion, if we have small local business in village and we engage with two cows to produce milk for several clients. Something like that:

Hardly ever we need include in groundswell. Because our business so small that we can not spend our time and our money for internet.

But if we have high target to become
one of the biggest producer in a city/region like that:
And if we need to increase quantity of clients definitely we need research big audience.

In the first step - we should understand how many people and who in our target audience. Because our classification works in different business:

Creators/ Critics/ Collectors/ Joiners/ Spectators/ Inactives

We understand that this classification depends on age and life style respondents.

In second step we should research our competitors, (competitive review, step-analysis, positioning)

And if we want to smash rivals very effective way like that:

Groundswell helps us done it in a legitimate way!

As written in the last pages of Groundswell we should aim to be good listeners as well as to be patients, be opportunistic, be flexible, collaborative. We should also remember that the groundswell is about person-to-person activity, and the last advice is to be humble. All advice includes deep understanding.

Furthermore we should define objectives that our company can pursue in the groundswell:

     - Listening

     - Talking

     - Energizing

     - Supporting

     - Embracing 

Each one can make a powerful impact on our company. 

And then use the book Groundswell ... 

Social Media Monitoring: Media splash of Hewlett-Packard on February 22th. (SMM)

According to the SocialMention.com Hewlett-Packard has 430 mentions for February:

Sentiment

positive		86
neutral		326
negative		18

29% strength 5:1 sentiment 23% passion 33% reach

237 mentions of whish happens on February, 22th:

Sentiment

positive		27
neutral		201
negative		11

44% strength	2:1 sentiment
14% passion	32% reach

According to the Icerocket.com Hewlett-Packard has next trend:

February 22, 2012.

Hewlett-Packard Co. reported a 44% decline in first-quarter profit and its revenue slightly missed expectations, underscoring the tech giant’s challenges as it works to get back on track under new Chief Executive Meg Whitman.

For the fiscal first quarter, which ended Jan. 31, the Palo Alto, Calif., company reported revenue of $30 billion, down 7% from $32.3 billion in the same quarter last year. Analysts had expected revenue of $30.7 billion.

Profit was $1.5 billion, or 73 cents a share, down from $2.6 billion, or $1.17, a year earlier. Adjusted for one-time items, the company earned 92 cents per share, above the 87 cents expected by analysts surveyed by Bloomberg.

“The issues are still very much there, and I don’t see anything in this earnings result that makes me change my mind,” said Richard J. Kugele, a tech analyst at Needham & Co.

The company had lost “a lot of balance sheet flexibility” and was losing ground to competitors such as Apple, he said.

Shares of HP fell 41 cents, or 1.4%, to $28.94 on Wednesday. The company released its earnings after the markets closed; in after-hours trading, shares fell more than 1%.

HP said revenue declined 15% year over year in its Personal Systems Group, which makes PCs. In its Imaging and Printing Group, revenue fell 7%. One bright spot was software revenue, which grew 30%.

The company estimated that more than half of its first-quarter revenue decline was because of hard drive shortages that resulted from flooding in Thailand last year, which hampered shipment volume.

Under Whitman, who took over the top job in September, HP has been trying to reposition itself as a technology stalwart. The company quickly reversed course on some of the changes former CEO Leo Apotheker introduced, most notably his much-criticized plan to spin off HP’s PC operations.

In a call with analysts Wednesday, Whitman acknowledged that HP and its employees “have a long road ahead of us.”

“Given some of the challenges of the last year, we’ve been working hard to set the right tone, calm the waters and reassure our stakeholders that HP is the same reliable company,” she said.

Analysts said the turnaround process could take several years and noted the company’s sluggish outlook for the current quarter. HP said it expected earnings per share of 88 cents to 91 cents, below Wall Street’s estimate of 95 cents.

Chapters 7-10: Energizing, Helping and Embracing the groundswell and How connecting with groundswell transforms company. (Reading reflection #2)

Chapters #7-9

  When I finished reading strategy section I understood some important ideas in this book. It helps   us to consider the importance of using the next strategic tools of groundswell - energizing, helping and embracing the groundswell. To wit, how our companies can move more quickly.

  According to the authors, "An energized community expects a response, and energized customers wield power within the community of customers. The message, for any company, is to listen and, whenever possible, to give customers what they desire most." (page #150)
  Written examples show that our customer community can innovate design of new products and make customer suggestions a part of how it does business and how some stores use ratings and reviews to improve products. Companies can implement many of these suggestions.

In each case companies are moving faster than they ever did before.

   When it comes to embracing customers, there are two things to remember:

"(1) It doesn't matter what kind of business you're in - if we have customers, they can help us. Our customers may have suggestions on how to improuve our business, our pricing, our billing, or our services. We will innovate faster and look responsive, and in the long term, that's going to bring more business our way.

(2)  Embracing customers takes balance between skill and humility. That's what accelerates innovation." (pages #193-194)

Chapter #10

 I just finished "How connection with Groundswell transforms your company." It is really a minefield! It requires a professional approach for transformation.
According to the authors "There are three essential elements for this transformation:
1) It's important to take this step by step. A mental shift takes time and practice and requires building a repertoire of shared successes.
2) Steping-stones lead in a natural progression to the next step.
3) We have to have executive support." (page #199)
This is a big risk for a person who offers this transformation.
But nothing ventured, nothing gained!

Men More Willing to Share Personal Information on Social Media. (Original p.#2)

When it comes to contact info, political or religious affiliation and more, women are less likely to share

Online privacy is a major issue with consumers right now, and users—whether men or women, old or young—have different preferences when it comes to sharing personal information on social media sites.

Market research company uSamp surveyed 600 social media users who visited such sites at least a few times a week. It found that 28.2% of both male and female respondents said they were somewhat or very uncomfortable with the privacy protection on social media sites, and another 4.2% said they were uncertain. Comparing men to women, by age, a higher percentage of men were very or somewhat comfortable with privacy protection, with the exception of respondents ages 50 and older. Of females that age, 57.2% were somewhat or very comfortable, compared to 45.2% of men ages 50 and up.

The “Social Media Habits and Privacy Concerns Study” also found that 67.2% of respondents change their primary settings to control who has access to what they publish, while 21.9% use the default settings of the social site.

Comparing men and women, there are often differences between the two groups when it comes to what content users are willing to share on social media sites. Women, in particular, do not like to share their contact information, as only 4.5% said they would share their physical address, 20.1% their more general geographic location and 4.1% their phone number. Of men, 11.1%, 35.3% and 15.1%, respectively, reported that they would share that information.

Men were also more willing to share their political affiliation—57.1% said they would, compared to 50.2% of women—and their personal photos, with 60.7% of men willing to do so, compared to 50.9% of women.


More often, however, differences showed up between users of different ages. Among female social network users ages 18 to 24, 85.7% were willing to share their race or ethnicity, compared to 80.3% of 25- to 34-year-olds, 70.8% of those age 35 to 49 and 63.5% of users ages 50 or older.


As the issue of privacy on social media heats up in 2012, marketers and social networks are interested in finding out more information in order to better target ads, but users are still determining how much they want to share online. By focusing on what users prefer to share, such as brand affiliation and shopping habits, marketers can still reach their ideal customers without invading the privacy of all social media users.

Chapters 1-6 (Reading reflection #1)

Irresistable, ineradicable, fast-growing phenomenon Groundswell

Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
The groundswell comes from the collision of three forces: people, who desire to connect; new interactive technologies, and online economics. Thats has revolutionized the way of communicates for buisness and have created a new era. Now companies can gain advantages from the groundswell.

The technologies of the groundswell:
people creating: blogs, user-generated content, and podcasts (Blogger.com)
people connecting: social networks and virtual worlds (Facebook)
people collaborating: Wikis and open source (Wikipedia)
people reacting to each other: forums, ratings, and reviews (Amazon)
people organizing content: tags (Del.icio.us)
accelerating consumption: RSS and Widgets

People have many reasons for participation in the groundswell, such as:
- Keeping up friendships
-Making new friends
-Succumbing to social pressure from existing friends
-Paying it forward
-The altruistic impulse
-The prupient impulse
-The validation impulse
-The affinity impulse

Many impulses drive people to parcipate. The key isn't trying to psych out all those motivations but to find the levers that you can pull to get your customers and employees to parcipiate "with you".

The Social Technographics Profile includes the following groups:
- Creators are omline consuners who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube.
-Critics react to other content online, posting comments on blogs or online forums, posting ratings or reviews, or editing wikis.
-Collectors save URLs and tags on a social-bookmarking service like del.icio.us, vote for sites on a service like Digg, or use RSS feeds on services like Blogines.
- Joiners participate in or maintain profiles on a social networking site like MySpace.
- Spectators consume what the rest produce - blogs, online videos, podcasts, forums, and reviews.
- Inactives - nonparticipants.

Autor have created an acronym for the four-step planning process, starting with questions, that you should use to build your groundswell strategy. Autor call it the POST method, for people, objectives, strategy, and technology. POSTis the foundation of groundswell thinking - a systematic framework for assembling your plan.
5 objectives that companies can pursue in the groundswell:
- Listening
- Talking
- Energizing
- Supporting
- Embracing
Each one can make a powerful impact on your company.
Creating and implementing a social strategy is hard, primarily because there are few precedents and role models to follow. This means you need to be constantly aware of the challenges and prepared to fix them. While there are many sources of failure, the most common relate to the four elements of the POST process - failures in assessing people's tendencies, a weak definition of objectives, failure to think through strategy, and poor technology implementation.
Each company must adopt the tactics that are right for its customers and its way of doing business and adapt as the technologies change. Copying others doesn't work because your company, your customers, and your goals are not the same as anybody else's.

There are six reasons for listening:
1. Find out what your brand stands for.
2. Understand how buzz is shifting.
3. Save research money; increase research responsiveness.
4. Find the sources of influence in your market.
5. Manage PR crises.
6. Generate new product and marketing ideas.

Some practical suggestions that will help you succeed with listening to the groundswell:
- check the Social Technographics Profile of your customers
- start small, think big
- make sure your listening vendor has dedicated an experiences team to your effort
- choose a senior person to interpret the information and intagrate it with other sources.

There are a lots of way to talk with groundswell, such as:
1. Post a viral video. Put a video online, and let people share it.
2. Engage in social networks and user-generated content sites. Creating a personality within social networking sites.
3. Join the blogosphere. Empower your executives or staff to write blogs.
4. Create a comminity. Communities are a powerful way to engage with your customers and deliver value to them.

10 suggestion for beginning the dialogue:
1. Start by listening.
2. Determine a goal for the blog.
3. Estimate the ROI.
4. Develop a plan.
5. Rehearse.
6. Develop an editorial procees.
7. Design the blog and its connection to your site.
8. Develop a marketing plan so people can find the blog.
9. Remember, blogging is more than writing.
10. Final advice: be honest.

Russian President's Cat becomes internet star (Original post #1)

     Right now in first place for search engine inquiries is the Russian President's cat Dorofei.

     Sobesednik magazine wrote on March 28 that, Dmitry Medvedev's favorite breed Neva Masquerade escaped from the presidential residence and so began the search by the Odintsovskaya police. This message has been widely replicated in the media and has caused violent reactions by users. 

     Svetlana Medvedeva, wife of the President of Russian Federation, in her time personally chose Dorofei in the kennel "Nimrod." And even feline specialist Irina  Ilminsky, the head of the nursery was surprised: - I do not understand why the cat ran away.

  The public has put forward a variety of versions of the disappearance of the cat. In one day the cat became an internet star on all of the top social media websites including twitter.com. Bloggers expressed their opinions in videos, photos, memes, and blog posts. Here are some of the images found when looking up the tag #Dorofei and some blog posts on different versions of the Dorofei's disappearance.
1.

2.

3.

4.

5.

6.

7.

8. 

Bloggers have expressed opinions in words and pictures, and even dedicated a song.

on Youtube:

A hashtag with his name ranked first among the most frequent mentions in Russia and the third in the world of Twitter trends. 
A wave of concerned comments came up to the president. He personally commented on the rumors, showing an excellent knowledge of the particular language of the Internet.

Twitter Account of the President of the Russian Federation

Dmitry Medvedev:
As for the cat, from sources close to #Dorofei, turns out he was never lost. Thank you all for your care and attention!

 This was announced by the head of state in the tweet.

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