Mediaboss Marketing

The company that had been introduced to Wales was The Peoples Operator (TPO), a new mobile phone network. TPO wants to shake up the mobile phone industry by donating 10pc of each customers bill to a charity or cause chosen by the consumer. This 10pc will be funded by TPO scrapping marketing costs and instead relying on word of mouth to spread the brand.

Wales was introduced to TPO by its founder, Andrew Rosenfeld, the property tycoon and Labour party donor who was caught up in the cash for honours scandal in 2006.

Our wives know each other, so I have met him socially in London, Wales said. The first time he ever talked to me about it we were on holiday.

The reason I got involved is I have become really intrigued by the power of word of mouth, which is much higher than it was before. It used to be if you liked something you told two people, but now you can tell 200 people on Facebook.

The concept that you could give 10pc of your bill and still be extraordinarily profitable if you can get word of mouth growth, thats really compelling.

Rosenfeld set up the company in 2012, but with Wales onboard it has started to grow quickly 103pc since June and it now has more than 10,000 users.

Wales has pressed for expansion beyond the UK and developed the social network that TPO hopes will allow consumers to spread the brand.

I said: I dont want to do this if its UK-only, a small company. Everything I have done is global, so we should be thinking global from day one.

Now, TPO is preparing to put the pedal to the metal, as Wales explained.

This week the company is expected to unveil plans to float on Aim. The money raised from the initial public offering (IPO) will help the development of the social network and expansion into the US.

Continued here:
Wikipedia founder Jimmy Wales sees potential in a new phone network

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Most of the information on Wikipedia comes from a tiny proportion of users. Now social scientists are collecting data in a similar way, allowing participants to design surveys as they contribute.

Gathering data about human preferences and activities is the bread-and-butter of much research in the social sciences. But just how best to gather this data has long been the subject of fierce debate.

Social scientists essentially have two choices. On the one hand, there are public opinion surveys based on a set of multiple choice questions, a so-called closed approach. On the other, there are open approaches in the form of free ranging interviews in which respondents are free to speak their mind. There are clearly important advantages and disadvantages of each method.

Today, Matthew Salganik at Princeton University in New Jersey and Karen Levy at New York University outline an entirely new way of gathering data inspired by a new generation of information aggregation systems such as Wikipedia. Just as Wikipedia evolves over time based on contributions from participants, we envision an evolving survey driven by contributions from respondents, they say.

They say the new approach can yield insights that would be difficult to obtain with other methods. But it also presents challenges for social scientists, particularly when it comes to analyzing the data collected in this way.

Projects like Wikipedia are the result of user-generated content on a massive scale. The question that Salganik and Levy ask is whether surveys could also be constructed by respondents themselves, at least in part.

To find out, these guys have developed a new type of data collection mechanism that they call a wiki survey. This starts with a set of seed questions but allows respondents to add their own questions as the survey involves.

This wiki survey takes a particular form in which respondents are asked to choose between two options: do they prefer Item A or Item B, for example. But crucially, they can also add a new item that will be presented to future participants. So as time goes on, the number of items to choose from increases as respondents suggest their own ideas.

This kind of pairwise survey has a number of advantages. Salganik and Levy point out that this format allows participants to respond to as many choices as they wish. They call this property greediness.

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Inspired by Wikipedia, Social Scientists Create a Revolution in Online Surveys