Everyone Marketing

Forget the A-List After All: "Evangelism is not about sucking up to only people who are famous and self-important. To wit, few Fortune 500 CIOs helped make Macintosh successful. It was unknown artists, designers, hobbyists, and user-group members who made Macintosh successful, and we could have not identified them in advance." -- Guy Kawasaki, commenting on Clive Thompson's in FastCompany article, "Is the Tipping Point Toast?"

That FastCompany article is great. If you are at all interested in marketing or communications or community building I highly recommend it. The article outlines research from Duncan Watts that basically says we all have influence, not just the special people, and some much of what happens is random. Thompson says, "Influentials don't govern person-to-person communication. We all do." A little democracy in marketing? Cool.
Comments:

Trying to use the observations in "The Tipping Point" as a way to market more efficiently was always mis-guided. The Tipping Point was really a series of observations about information flow, noting that it is not uniform. It's like noting that water flows downhill. You can use this information to decide if water is likely to pool there, but it doesn't allow you to say "here is the bottom of a mountain, I'll wait here for the water to appear".

Posted by Brian Utterback on February 11, 2008 at 07:20 PM JST #

This is why the premise of CRM ("identify your most valuable customers and treat them as special") was also misguided. We should treat all customers (or potential customers) as equally important, because you never know who those influencers are going to be.

Posted by Deirdré Straughan on February 12, 2008 at 07:07 PM JST #

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