[p2p-research] why social advertising doesn't work

[Michel Bauwens]

very clear and makes a lot of sense

reminds me of a remark by Mark Pesce on salience,
http://p2pfoundation.net/Salience

Mark Pesce:

"All the marketing dollars in the world can foster some brand
awareness, but no amount of money will inspire that fifteen year old
to forward something along – because his social standing hangs in the
balance. If he passes along something lame, he'll lose social standing
with his peers. This factors into every decision he makes, from the
brand of runners he wears, to the television series he chooses to
watch. Because of the hyperabundance of media – something he takes as
a given, not as an incredibly recent development – all of his media
decisions are weighed against the values and tastes of his social
network, rather than against a scarcity of choices.

This means that the true value of media in the 21st century is
entirely personal, and based upon the salience, that is, the
importance, of that media to the individual and that individual's
social network." (cited at
http://opendotdotdot.blogspot.com/2008/02/of-sharing-and-salience.html)

On Feb 14, 2008 10:55 AM, Samuel Rose <samuel.rose at gmail.com> wrote:
> I think the basic insight stems from the fact that the average person sees
> well over a thousand advertising messages a day (I can give reference to
> this number if needed)
>
> So, people tend to tune out ads, block them from their field of vision (if
> not literally blocking them as Joseph does)
>
> For a while, perhaps 7-8 years ago, search/text advertising seemed to work.
> But ultimately people tuned this out, too.
>
> Part of what the article is talking about is how these big moneyed companies
> are buying audiences by way of buying up each other, or cutting deals. They
> think they are buying users, like the Microsoft/Yahoo deal, this article you
> link to speculates that maybe Microsoft is interested in Yahoo because MS
> can "buy" users for it's "Live" web platform products, for instance, to
> counter Google's threat to them, where Google is making useful free web
> applications available that have people throwing out their Desktop MS apps
> in favor of Google Web-enabled offerings.
>
> The author also seems to be speculating that what MS and some others
> (Myspace, etc) are missing is the social protocol in platforms like Twitter
> and Facebook, where "gangs" of people can create mutually agreed upon
> message passing channels around different interests (both in twitter
> "follow/follow", and in Facebook super walls, both of wich can produce email
> messages). The author of the article you linked to is saying that these
> mutual social contract channels are where many people's attentions are most
> strongly focused, and where influence is real, online. Mostly because people
> have the transparency of knowing who info comes from via ongoing
> relationships. So, most people will only bother to pass messages in these
> channels when they really actually like and care about what they are talking
> about. Otherwise, it can often be possible to see "marketing" based motives
> in these channels.
>
> On Feb 13, 2008 6:22 PM, Michel Bauwens <michelsub2004 at gmail.com> wrote:
> > Hi Sam,
> >
> > I think this is an important commentary here
> > http://gesturelab.com/?p=113, but I'm not sure I understand is, I'm
> > hoping you can translate this for the lesser gifted?
> >
> > Michel
> >
> > --
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> >
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> >
> > Basic essay at http://www.ctheory.net/articles.aspx?id=499; interview
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>
>
> --
> Sam Rose
> Social Synergy
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-- 
The P2P Foundation researches, documents and promotes peer to peer alternatives.

Wiki and Encyclopedia, at http://p2pfoundation.net; Blog, at
http://blog.p2pfoundation.net; Newsletter, at
http://integralvisioning.org/index.php?topic=p2p

Basic essay at http://www.ctheory.net/articles.aspx?id=499; interview
at http://poynder.blogspot.com/2006/09/p2p-very-core-of-world-to-come.html
BEST VIDEO ON P2P:
http://video.google.com.au/videoplay?docid=4549818267592301968&hl=en-AU

KEEP UP TO DATE through our Delicious tags at http://del.icio.us/mbauwens

The work of the P2P Foundation is supported by SHIFTN, http://www.shiftn.com/