All posts by Kandi.van.S

Bullying among the GoodReads reviews?

May 17, 2014 Kandi.van.S Leave a comment

With approximately 25 million members, 750 million books and 29 million reviews, the numbers look definitely impressive for GoodReads. Launched in 2007, GoodReads is at the moment, the most popular online platform for book recommendations and reviews. However, not all benefits are for everyone. The members have access to a lot more information. Apart from the opportunity to read the community reviews –a feature that the visitors have also access to – the website offers personalized book recommendations based on each member’s “bookshelves” which include the books that the member has or is planning to read.

Nonetheless, you cannot but wonder how did GoodReads accomplish such a growth within 7 years? It can be argued that one of the main reasons why GoodReads managed to survive is because some individuals return repeatedly and invest energy in the ongoing conversation (Bateman, Gray and Butler 2011, Bagozzi and Dholakia 2002, Lee and Cole 2003). For each book genre, you can identify consistent reviewers who, most of the time, are also popular bloggers. The platform assists the interaction within the members and tries to help achieve the perfect fit as you are not only allowed to “add as a friend” and follow the reviews of a fellow member but also have access to the member’s bookshelves. In addition, the authors -the contemporary ones, as it would be at least weird if James Joyce was participating in discussions and replied to comments – can connect with the readers.

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Business Case, News, Videos

Vouliwatch.gr: a step towards innovative politics (?)

May 3, 2014 Kandi.van.S Leave a comment

Since March 16, Vouliwatch.gr has started its operation on the web. It is the first Greek digital platform that enables the citizens not only to familiarize with the procedures of the legislative power but also it gives them the opportunity to communicate, assess and control their elected representatives. Vouliwatch.gr, is the Greek version of a similar and already successful initiative that operates in five European countries (Germany, Luxembourg, Ireland, France and Austria), the ParliamentWatch.

The digital’s platform main aim is to “promote public dialogue, knowledge, political participation and accountability between citizens and politicians” (Vouliwatch.gr), which will be achieved by offering to the users three options. The users can ask questions and receive replies from the representatives in the Parliament, they can promote their own ideas by making proposals, share their experiences and they can also participate on debates where the “issue of the month” will be discussed. Continue reading Vouliwatch.gr: a step towards innovative politics (?) →

Articles, Business Case

Burberry, the trench has gone digital

April 25, 2014 Kandi.van.S Leave a comment

How to transform a “dusty” old-fashioned luxury brand into a pioneer of the digital world?

There are not many things that could be considered more cult than the trench; the British fashion house’s trademark coat with the characteristic tartan pattern. For most people, Burberry is the ultimate synonym to tradition and heritage. However, since 2009, with the guidance of its former CEO Angela Ahrendts who has now –not surprisingly- moved to Apple as retail chief, the luxury brand has managed to walk and not fall from the runway towards the digital kingdom. Burberry, through its innovative, as far as luxury brands is concerned, approach has managed to relate to the younger generation.

The first step was the realization that brand owners apart from just offering value, they co-create value with inputs and influence from customers and other parties to achieve value sought in terms of exclusivity, recognition, access to privileged information and prestige (Tynan, McKechnie and Chhuon, 2010). But how did Burberry manage to do it a reality? Mainly, by taking advantage of the opportunities that the online marketing offers. With their most popular item, the now iconic, trench coat as the central point and the brand’s website as the vehicle, Burberry applied two well-known techniques; mass-customization and crowdsourcing.

Art of The Trench