Conference keynote to Academy of Marketing Conference 2011.

The presentation shows a proposed model for the identification of marketing opportunities based on social media and the observed echo-effect of consumer interactivity, data extraction and analysis. Conceptually, the presentation suggests an echo-effect of social media to support the observation of consumer activity and collection of data; how these may be harvested over time across multiple contexts.

In doing so, the model highlights the diversity of consumer and marketing settings to reconsider previous dichotomous and closed parameters that separated consumers from commercial content; to suggest a more symbiotic relationship as consumers seek out information for themselves and, in doing so, co-create and add-value to commercial content.

Key words
Consumer behaviour; data; consumer-generated content; social media; analytics; market research; Web 2.0.