Category Archives: Social Capital

Turning Consumer Loyalty Into a Cellphone Game – NYTimes.com

Loyalty cards — those little paper cards that promise a free sandwich or coffee after 10 purchases, but instead get lost or forgotten — are going mobile. And merchants are looking for ways to marry the concept to games that customers can play to earn more free items and, it is hoped, spend more money.RelatedWeb Start-Ups Offer Bargains for Users’ Data May 31, 2010Times Topic: CellphonesEnlarge This ImagePeter DaSilva for The New York TimesChecking locations of places to shop for possible reward points on the Loopt Star mobile game.Instead of collecting paper cards and fumbling through wallets at the cash register, customers are increasingly using their cellphones to track their visits and purchases, and receive rewards.Some start-ups, like CardStar and CardBank, store existing loyalty cards on cellphones with scannable barcodes. And companies including Motorola and a start-up called mFoundry are providing retailers with the technology to build cellphone loyalty cards.Loopt is one of several start-ups — including Foursquare, Shopkick and Gowalla — that are experimenting with ways to use cellphones to bridge the digital and physical worlds and turn the tasks of everyday life, like buying coffee and running errands, into a game.On Tuesday, Loopt, one of the first services to let people use cellphones to share their location with friends, is taking its concept a step further by introducing Loopt Star, a mobile game that rewards people for frequently checking in to particular places. People will compete to earn “achievements” and become “boss” of certain locations, and Gap, Burger King and Universal Music plan to use Loopt Star to reward loyal customers.

via Turning Consumer Loyalty Into a Cellphone Game – NYTimes.com.

via Turning Consumer Loyalty Into a Cellphone Game – NYTimes.com.

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How to measure the absolute value of influencers. | Gather

How to measure the absolute value of influencers.

April 05, 2010 12:03 PM EDT

views: 10

What gets measured gets managed.

What gets counted gets valued.

Why are we content to use the term influencer without a quantifiable method for measuring and analyzing the impact of that social position and value?

Trends in social media are decided by influencers. Every profile is not equal. There are some people who are more influential in their ability to generate interest and channel attention. These influencers

are the rich and famous of the social media world.

Influencers control more social capital than others, and they are able to translate that virtual social capital into real world economic capital. Attention is the currency of the online economy, and

influencers control attention. But to what degree?

We analyze the relative value of an influencer but not the absolute value. We say he is more influential than she. But how influential are each of them individually?

With any currency the measurements must be precise. We do not measure the wealth of the economically rich in relative value, and we should not measure the wealth of the socially rich relatively either. An influencer’s wealth is determined by the amount of attention he/she

controls in the same way a wealthy person is measured by the amount of dollars he/she controls.

We must start measuring the amount of attention an influencer controls in order to accurately quantify his/her ability to translate social capital into economic capital.

via How to measure the absolute value of influencers. | Gather.

via How to measure the absolute value of influencers. | Gather.