1. Influencer Marketing: An Oxymoron?

    Sunday, 18 Nov 2007 8 Comments Posted by:

    I recently found myself in a roomful of Brand marketers, Agencies and Boutique consultancies discussing the growing authority of influencers.  As social media has amped and marketing eyes a mixshift of investments to new media and Word of Mouth, the importance and debate around the role of Influencers has exploded. 

    Just last week, Ad Age reported on research by PQ media that Word of Mouth Marketing crossed $1B in 2006…up from $76M 5 years earlier, in route to $3.7B by 2011. 

    …in 2006, according to an independent research report on the field that will be unveiled during a session at the annual Word Of Mouth Marketing Association conference in Las Vegas today. The analysis, believed to be first in-depth look at word of mouth, reports that spending on the emerging discipline has increased from $76 million in 2001 to $981 million in 2006 and is expected to grow to approximately $3.7 billion by 2011.

    These influencer conversations generally fall into a couple of buckets:

    • Data and examples designed to convince you that Influencers matter
    • How to find and "activate" them in the brand conversation
    • How to measure

    I find myself invited to participate in a lot of these discussions as I have pretty strong views on the topic after 5 years of building one of the largest Influencer programs (www.microsoft.com/mvp).  Probably more important than the strong views, is the practical lessons learned from operationalizing a global program designed to find, thank and engage influencers both online and offline.  Like most things, the best way to learn about something is to go and personally engage in it.  I estimate that I’ve talked to over 3000 influencers of our brands from over 50 countries during the past few years. 

    So, back to the conversation at the conference…As we sat in the room having the discussion, several people used the term "Influencer Marketing."  Each time I heard it, I cringed.  Something about this phrase seemed wrong.  In the moment, I couldn’t articulate why this phrase dug so deep, but by my afternoon presentation I had to discuss this topic.  I like to keep the following core assumption in mind:  Influencers don’t do what they do in order to help you (the brand)…they do what they do to help other users.  Forgetting this core point is probably the fastest path to a failed influencer initiative.  The term "Influencer Marketing" to me feels like it is attempting to get a direct response from an influencer.  Find the right people, tell them about "A" and they will go tell everyone about "A."  In my experience, it just doesn’t work this way.  There are a few "influencers" with whom this works – but they rarely influence much or sustain over the long term – they may just be loud.  Perhaps my issue with this is that most marketing feels very one way.  If you really want to get influencers talking, it’s about a two way, trust based conversation. 

    Wrong model (marketing dream):  I tell you about "A," you tell everyone you know about "A"

    Right model:  I tell you about "A," you tell me about "A1, B and C."  I listen, I make some changes or I don’t make changes but I tell you why.  This creates outbound conversation – but it’s a by-product of a relationship, not a channel for push communications.

    In truth there probably isn’t anything wrong with the term itself.  There are influencers and brands will invariably market to them – and that’s not evil.  What might be "evil" is thinking there is a shortcut here – forgetting that this really only works when social media is creating a conversation between a brand and the users…and remember, "listening is not just waiting for your turn to talk!"

    And finally, the right model makes another strong point – that the conversation isn’t just between your influencers and the marketing department – it’s the influencers and your company – cross functions.

    Sean

  2. Will I see you at WOMMA?

    Saturday, 20 Oct 2007 2 Comments Posted by:

    November 13-15 is the annual Word of Mouth Marketing Summit & Research Symposium.  More information and registration information here.  I got involved with WOMMA less than a year ago, but the relationship has really been beneficial to me in expanding my thinking on the implications of communities, social media and influencers.  I have the pleasure this year of both speaking on the topic of influentials and co-chairing the launch of a new Influencer Council with Peter Hershberger and Brad Fay.

    The topic of influentials has really taken off this year and I’m excited to present and help launch a council focused on thinking through the discipline of finding, thanking and engaging the enthusiasts that are radically changing the conversation on the web about products, brands and services.  Whether you’re a customer service/support, product development or marketing leader with robust communities or staring at the cold start problem, there’s no more important place to begin than with the enthusiasts.  Far to often our functional silos are disconnected from one another, but this is a critical place to bring these groups together.  Marketers often talk about the conversation starters.  Find those starting brand/product conversations and work to reach and engage these word of mouth leaders.  I prefer to think about finding the conversation stoppers.  Why are your users in your communities?  A substantial number of conversations started on the web (in forums, blogs, newsgroups…) are actually questions – requests for help.  This means I want to capture two things…what are people commonly asking for (feeding a voice of the customer process- a post for a later date) and who are the people giving all the best answers – the conversation stoppers!  And guess where word of mouth (both positive and negative) usually comes from?  Someone requests help and gets either exceptionally good service or exceptionally poor service.  You know who talks more about a brand than someone who loves it?  Someone who has a bad experience.  Any idea who talks even more than that person?  Someone who had a bad experience that the company shows up and makes it right.  Take a look at this well known example from Dell.

    Such a rich topic to debate and discuss and a core place to tear down organizational silos as you think about flat companies!  I hope you join us in Las Vegas or at least stay tuned here for more on the topic from me.

    One final thought on WOMMA.  Ultimately, I judge the value of my participation in events and associations pretty simply.  I take a one year view and as I get close to that anniversary, I ask myself about the quality of learning and people I have met through the activity and it’s likelihood to continue to impact me professionally, personally and/or academically. By this measure, consider this post to be positive word of mouth on the Word of Mouth Marketing Association

    WOMMA Facebook group here:  http://www.facebook.com/group.php?gid=3272859876

    WOMMA Blog: http://www.womma.com/blog/ 

    Sean

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  3. Real Influencers – Profiles in Action…

    Thursday, 18 Oct 2007 1 Comment Posted by:

    Earlier this year I was lucky enough to meet Patty Seybold and Matthew Lees of the Patricia Seybold Group, at the Forum One Online Community Business Summit.  Patty has long been a thought leader on customer experience and more deeply connecting the voice of users with business innovation.

    Recently, I was contacted by Matt who was working on some research titled:  Active Community Members:  What Makes them Tick?

    Given the work I’ve done the last several years leading the Microsoft Most Valuable Professional Award program, I’m often asked about the DNA of community influentials.  In the 4+ years I’ve been leading this program, I suspect I’ve met personally more than 3000 Community leaders from well over 50 countries.  Whenever I meet with press, analysts or peers from other companies, a common interest is why do these community leaders do what they do??  Sometimes I just want to say: "if you have to ask, you just don’t get it."  (that of course is not a very helpful answer.)

    In some ways it’s easier to just be really explicit about what isn’t the reason.  It really starts with one which I think is key to the ethos of understanding communities:  Community leaders don’t do what they do to help you – the company.  They do what they do to help their fellow users.  The benefits to you (the company/brand) are by-products, not motivations.  Failure to understand this difference is one of the most common errors I see in how companies try to engage in communities focused on their products.

    When Matt contacted me, he was anxious to talk to one of our MVP’s as part of pulling together some profiles of real community leaders.  He connected with Bharat Suneja, Principal Exchange Architect at Zenprise; Microsoft MVP and member of the Microsoft Exchange Server Community. 

    You can read a synopsis of Matt’s research outputs here which includes not only the outputs of his interview with Bharat, but several other community leaders as well.

    On a side note, I’m honored to be joining a group known as Patty’s Visionaries for an upcoming event November 6th-7th in Santa Monica California.  Another great chance to connect and learn from others!

    Sean

  4. A fun way to see our brand…

    Tuesday, 2 Oct 2007 1 Comment Posted by:

    Japanese Digital Media MVP Satoru Koshiba did some really cool work with the MVP logo I thought I’d share.  Awesome work in a really fun format!

    Thank you Satoru-san!

    Watch the video here.

    Sean

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  5. An Inspiring Read: Bill Gates Harvard Commencement Remarks

    Saturday, 4 Aug 2007 No Comments Posted by:

    This is both off my normal topic and very much on topic….either way, these are words worth reading no matter who said them…

    Remarks of Bill Gates

    Harvard Commencement

    President Bok, former President Rudenstine, incoming President Faust, members of the Harvard Corporation and the Board of Overseers, members of the faculty, parents, and especially, the graduates:

    I’ve been waiting more than 30 years to say this: “Dad, I always told you I’d come back and get my degree.”

    I want to thank Harvard for this timely honor. I’ll be changing my job next year … and it will be nice to finally have a college degree on my resume.

    I applaud the graduates today for taking a much more direct route to your degrees. For my part, I’m just happy that the Crimson has called me “Harvard’s most successful dropout.” I guess that makes me valedictorian of my own special class … I did the best of everyone who failed.

    But I also want to be recognized as the guy who got Steve Ballmer to drop out of business school. I’m a bad influence. That’s why I was invited to speak at your graduation. If I had spoken at your orientation, fewer of you might be here today.

    Harvard was just a phenomenal experience for me. Academic life was fascinating. I used to sit in on lots of classes I hadn’t even signed up for. And dorm life was terrific. I lived up at Radcliffe, in Currier House. There were always lots of people in my dorm room late at night discussing things, because everyone knew I didn’t worry about getting up in the morning. That’s how I came to be the leader of the anti-social group. We clung to each other as a way of validating our rejection of all those social people.

    Radcliffe was a great place to live. There were more women up there, and most of the guys were science-math types. That combination offered me the best odds, if you know what I mean. This is where I learned the sad lesson that improving your odds doesn’t guarantee success.

    One of my biggest memories of Harvard came in January 1975, when I made a call from Currier House to a company in Albuquerque that had begun making the world’s first personal computers. I offered to sell them software.

    I worried that they would realize I was just a student in a dorm and hang up on me. Instead they said: “We’re not quite ready, come see us in a month,” which was a good thing, because we hadn’t written the software yet. From that moment, I worked day and night on this little extra credit project that marked the end of my college education and the beginning of a remarkable journey with Microsoft.

    What I remember above all about Harvard was being in the midst of so much energy and intelligence. It could be exhilarating, intimidating, sometimes even discouraging, but always challenging. It was an amazing privilege – and though I left early, I was transformed by my years at Harvard, the friendships I made, and the ideas I worked on.

    But taking a serious look back … I do have one big regret.

    I left Harvard with no real awareness of the awful inequities in the world – the appalling disparities of health, and wealth, and opportunity that condemn millions of people to lives of despair.

    I learned a lot here at Harvard about new ideas in economics and politics. I got great exposure to the advances being made in the sciences.

    But humanity’s greatest advances are not in its discoveries – but in how those discoveries are applied to reduce inequity. Whether through democracy, strong public education, quality health care, or broad economic opportunity – reducing inequity is the highest human achievement.

    I left campus knowing little about the millions of young people cheated out of educational opportunities here in this country. And I knew nothing about the millions of people living in unspeakable poverty and disease in developing countries.

    It took me decades to find out.

    You graduates came to Harvard at a different time. You know more about the world’s inequities than the classes that came before. In your years here, I hope you’ve had a chance to think about how – in this age of accelerating technology – we can finally take on these inequities, and we can solve them.

    Imagine, just for the sake of discussion, that you had a few hours a week and a few dollars a month to donate to a cause – and you wanted to spend that time and money where it would have the greatest impact in saving and improving lives. Where would you spend it?

    For Melinda and for me, the challenge is the same: how can we do the most good for the greatest number with the resources we have.

    During our discussions on this question, Melinda and I read an article about the millions of children who were dying every year in poor countries from diseases that we had long ago made harmless in this country. Measles, malaria, pneumonia, hepatitis B, yellow fever. One disease I had never even heard of, rotavirus, was killing half a million kids each year – none of them in the United States.

    We were shocked. We had just assumed that if millions of children were dying and they could be saved, the world would make it a priority to discover and deliver the medicines to save them. But it did not. For under a dollar, there were interventions that could save lives that just weren’t being delivered.

    If you believe that every life has equal value, it’s revolting to learn that some lives are seen as worth saving and others are not. We said to ourselves: “This can’t be true. But if it is true, it deserves to be the priority of our giving.”

    So we began our work in the same way anyone here would begin it. We asked: “How could the world let these children die?”

    The answer is simple, and harsh. The market did not reward saving the lives of these children, and governments did not subsidize it. So the children died because their mothers and their fathers had no power in the market and no voice in the system.

    But you and I have both.

    We can make market forces work better for the poor if we can develop a more creative capitalism – if we can stretch the reach of market forces so that more people can make a profit, or at least make a living, serving people who are suffering from the worst inequities. We also can press governments around the world to spend taxpayer money in ways that better reflect the values of the people who pay the taxes.

    If we can find approaches that meet the needs of the poor in ways that generate profits for business and votes for politicians, we will have found a sustainable way to reduce inequity in the world. This task is open-ended. It can never be finished. But a conscious effort to answer this challenge will change the world.

    I am optimistic that we can do this, but I talk to skeptics who claim there is no hope. They say: “Inequity has been with us since the beginning, and will be with us till the end – because people just … don’t … care.” I completely disagree.

    I believe we have more caring than we know what to do with.

    All of us here in this Yard, at one time or another, have seen human tragedies that broke our hearts, and yet we did nothing – not because we didn’t care, but because we didn’t know what to do. If we had known how to help, we would have acted.

    The barrier to change is not too little caring; it is too much complexity.

    To turn caring into action, we need to see a problem, see a solution, and see the impact. But complexity blocks all three steps.

    Even with the advent of the Internet and 24-hour news, it is still a
    com
    plex enterprise to get people to truly see the problems. When an airplane crashes, officials immediately call a press conference. They promise to investigate, determine the cause, and prevent similar crashes in the future.

    But if the officials were brutally honest, they would say: “Of all the people in the world who died today from preventable causes, one half of one percent of them were on this plane. We’re determined to do everything possible to solve the problem that took the lives of the one half of one percent.”

    The bigger problem is not the plane crash, but the millions of preventable deaths.

    We don’t read much about these deaths. The media covers what’s new – and millions of people dying is nothing new. So it stays in the background, where it’s easier to ignore. But even when we do see it or read about it, it’s difficult to keep our eyes on the problem. It’s hard to look at suffering if the situation is so complex that we don’t know how to help. And so we look away.

    If we can really see a problem, which is the first step, we come to the second step: cutting through the complexity to find a solution.

    Finding solutions is essential if we want to make the most of our caring. If we have clear and proven answers anytime an organization or individual asks “How can I help?,” then we can get action – and we can make sure that none of the caring in the world is wasted. But complexity makes it hard to mark a path of action for everyone who cares — and that makes it hard for their caring to matter.

    Cutting through complexity to find a solution runs through four predictable stages: determine a goal, find the highest-leverage approach, discover the ideal technology for that approach, and in the meantime, make the smartest application of the technology that you already have — whether it’s something sophisticated, like a drug, or something simpler, like a bednet.

    The AIDS epidemic offers an example. The broad goal, of course, is to end the disease. The highest-leverage approach is prevention. The ideal technology would be a vaccine that gives lifetime immunity with a single dose. So governments, drug companies, and foundations fund vaccine research. But their work is likely to take more than a decade, so in the meantime, we have to work with what we have in hand – and the best prevention approach we have now is getting people to avoid risky behavior.

    Pursuing that goal starts the four-step cycle again. This is the pattern. The crucial thing is to never stop thinking and working – and never do what we did with malaria and tuberculosis in the 20th century – which is to surrender to complexity and quit.

    The final step – after seeing the problem and finding an approach – is to measure the impact of your work and share your successes and failures so that others learn from your efforts.

    You have to have the statistics, of course. You have to be able to show that a program is vaccinating millions more children. You have to be able to show a decline in the number of children dying from these diseases. This is essential not just to improve the program, but also to help draw more investment from business and government.

    But if you want to inspire people to participate, you have to show more than numbers; you have to convey the human impact of the work – so people can feel what saving a life means to the families affected.

    I remember going to Davos some years back and sitting on a global health panel that was discussing ways to save millions of lives. Millions! Think of the thrill of saving just one person’s life – then multiply that by millions. … Yet this was the most boring panel I’ve ever been on – ever. So boring even I couldn’t bear it.

    What made that experience especially striking was that I had just come from an event where we were introducing version 13 of some piece of software, and we had people jumping and shouting with excitement. I love getting people excited about software – but why can’t we generate even more excitement for saving lives?

    You can’t get people excited unless you can help them see and feel the impact. And how you do that – is a complex question.

    Still, I’m optimistic. Yes, inequity has been with us forever, but the new tools we have to cut through complexity have not been with us forever. They are new – they can help us make the most of our caring – and that’s why the future can be different from the past.

    The defining and ongoing innovations of this age – biotechnology, the computer, the Internet – give us a chance we’ve never had before to end extreme poverty and end death from preventable disease.

    Sixty years ago, George Marshall came to this commencement and announced a plan to assist the nations of post-war Europe. He said: “I think one difficulty is that the problem is one of such enormous complexity that the very mass of facts presented to the public by press and radio make it exceedingly difficult for the man in the street to reach a clear appraisement of the situation. It is virtually impossible at this distance to grasp at all the real significance of the situation.”

    Thirty years after Marshall made his address, as my class graduated without me, technology was emerging that would make the world smaller, more open, more visible, less distant.

    The emergence of low-cost personal computers gave rise to a powerful network that has transformed opportunities for learning and communicating.

    The magical thing about this network is not just that it collapses distance and makes everyone your neighbor. It also dramatically increases the number of brilliant minds we can have working together on the same problem – and that scales up the rate of innovation to a staggering degree.

    At the same time, for every person in the world who has access to this technology, five people don’t. That means many creative minds are left out of this discussion — smart people with practical intelligence and relevant experience who don’t have the technology to hone their talents or contribute their ideas to the world.

    We need as many people as possible to have access to this technology, because these advances are triggering a revolution in what human beings can do for one another. They are making it possible not just for national governments, but for universities, corporations, smaller organizations, and even individuals to see problems, see approaches, and measure the impact of their efforts to address the hunger, poverty, and desperation George Marshall spoke of 60 years ago.

    Members of the Harvard Family: Here in the Yard is one of the great collections of intellectual talent in the world.

    What for?

    There is no question that the faculty, the alumni, the students, and the benefactors of Harvard have used their power to improve the lives of people here and around the world. But can we do more? Can Harvard dedicate its intellect to improving the lives of people who will never even hear its name?

    Let me make a request of the deans and the professors – the intellectual leaders here at Harvard: As you hire new faculty, award tenure, review curriculum, and determine degree requirements, please ask yourselves:

    Should our best minds be dedicated to solving our biggest problems?

    Should Harvard encourage its faculty to take on the world’s worst inequities? Should Harvard students learn about the depth of global poverty … the prevalence of world hunger … the scarcity of clean water …the girls kept out of school … the children who die from diseases we can cure?

    Should the world’s most privileged people learn about the lives
    of the world’s least privileged?

    These are not rhetorical questions – you will answer with your policies.

    My mother, who was filled with pride the day I was admitted here – never stopped pressing me to do more for others. A few days before my wedding, she hosted a bridal event, at which she read aloud a letter about marriage that she had written to Melinda. My mother was very ill with cancer at the time, but she saw one more opportunity to deliver her message, and at the close of the letter she said: “From those to whom much is given, much is expected.”

    When you consider what those of us here in this Yard have been given – in talent, privilege, and opportunity – there is almost no limit to what the world has a right to expect from us.

    In line with the promise of this age, I want to exhort each of the graduates here to take on an issue – a complex problem, a deep inequity, and become a specialist on it. If you make it the focus of your career, that would be phenomenal. But you don’t have to do that to make an impact. For a few hours every week, you can use the growing power of the Internet to get informed, find others with the same interests, see the barriers, and find ways to cut through them.

    Don’t let complexity stop you. Be activists. Take on the big inequities. It will be one of the great experiences of your lives.

    You graduates are coming of age in an amazing time. As you leave Harvard, you have technology that members of my class never had. You have awareness of global inequity, which we did not have. And with that awareness, you likely also have an informed conscience that will torment you if you abandon these people whose lives you could change with very little effort. You have more than we had; you must start sooner, and carry on longer.

    Knowing what you know, how could you not?

    And I hope you will come back here to Harvard 30 years from now and reflect on what you have done with your talent and your energy. I hope you will judge yourselves not on your professional accomplishments alone, but also on how well you have addressed the world’s deepest inequities … on how well you treated people a world away who have nothing in common with you but their humanity.

    Good luck.

  6. Citizen Marketer on “Citizen Marketers: When People Are the Message”

    Sunday, 29 Jul 2007 No Comments Posted by:

    When People are the MessageMy book pile has grown faster than I can deplete it.  I’ve done what I rarely do…started reading multiple books at the same time.  Some people can do that, it’s not for me.

    While traveling this week, I finish Citizen Marketers by Ben McConnell and Jackie Huba of Church of the Customer.

    It’s one of the better books on the changing face of marketing and influence in the post read/write web world and I certainly recommend adding it to your pile.  If you are already in a web 2.0 role, Citizen Marketers is a warm blank of reassurance and if you are just considering the implications, it’s an excellent primer for pulling together your business case.

    Here’s what I liked:

    • Good story telling – it’s just a good, entertaining, well written book – notable in that so many business audience books simply are not.
    • Examples galore – I wouldn’t necessarily call them best practices, but a range of examples that span industries and company sizes.  Selling the benefits of community in a company is in part good story telling with examples.
    • Approachability – If you are "web 2.0 literate" already, this is one of the books to drop on the desk of your boss. 
    • Structures:
      • Personas: The Four F’s:  Filters, Fanatics, Facilitators, and Firecrackers
      • Programs: Contests, Co-creation, and Communities

    Enjoy the book…next up, finishing The Influentials.

    Sean

  7. Citizen Marketer on "Citizen Marketers: When People Are the Message"

    Sunday, 29 Jul 2007 No Comments Posted by:

    When People are the MessageMy book pile has grown faster than I can deplete it.  I’ve done what I rarely do…started reading multiple books at the same time.  Some people can do that, it’s not for me.

    While traveling this week, I finish Citizen Marketers by Ben McConnell and Jackie Huba of Church of the Customer.

    It’s one of the better books on the changing face of marketing and influence in the post read/write web world and I certainly recommend adding it to your pile.  If you are already in a web 2.0 role, Citizen Marketers is a warm blank of reassurance and if you are just considering the implications, it’s an excellent primer for pulling together your business case.

    Here’s what I liked:

    • Good story telling – it’s just a good, entertaining, well written book – notable in that so many business audience books simply are not.
    • Examples galore – I wouldn’t necessarily call them best practices, but a range of examples that span industries and company sizes.  Selling the benefits of community in a company is in part good story telling with examples.
    • Approachability – If you are "web 2.0 literate" already, this is one of the books to drop on the desk of your boss. 
    • Structures:
      • Personas: The Four F’s:  Filters, Fanatics, Facilitators, and Firecrackers
      • Programs: Contests, Co-creation, and Communities

    Enjoy the book…next up, finishing The Influentials.

    Sean

  8. Influencing Influencers: Is online influence real?

    Wednesday, 18 Jul 2007 2 Comments Posted by:

    I’m too slow getting back to this…

    In May, Bill Johnston blogged a response to an article in Information week and suggested they should have talked to me as well – thanks for the compliment Bill.  I put this on my "to-blog" list and just didn’t get back to it.  Here’s the original article in IW, titled "Online Influencers: How The New Opinion Leaders Drive Buzz On The Web." 

    I had forgotten about the article.  The irony is when I did go back to it, I re-discovered that the story quoted (among others), Dave Balter, Ed Keller, and Ben McConnell – all of whom I’ve had the chance to talk to and learn from the past month.  It also brings in some research by Duncan Watts, published in HBR, that concludes:

    Understanding that trends in public opinion are driven not by a few influentials influencing everyone else but by many easily influenced people influencing one another should change how companies incorporate social influence into their marketing campaigns. Because the ultimate impact of any individual–highly influential or not–depends on decisions made by people one, two, or more steps away from her or him, word-of-mouth marketing strategies shouldn’t focus on finding supposed influentials. Rather, marketing dollars might better be directed toward helping large numbers of ordinary people–possibly with Web-based social networking tools–to reach and influence others just like them.

    The article introduces debate on the true influence of influencers or opinion leaders in the blogosphere.  I think this is actually quite a good article that gets at some of the real issues underlying successful influencer program development.  Way to much thought leadership on the topic of online influencers is focused on the value proposition of marketing and/or buzz generation.  As I introduced in my post about community ROI, companies should invest in community and influentials not just for marketing benefit, but because it can change how you support and how you build products and services.  In fact, I believe it can be detrimental to a brand to overly focus on just the marketing/viral side of the story.  These initiatives need to work in concert as part of a business transformation, not stand on their own. 

    There are two generic methods of generating positive buzz / Word of Mouth.  First off is a combination of serendipity and trial & error.  The second is as a by-product of systematically supporting, listening to and engaging with your users through communities.  Both are valid strategies I would endorse, but #1 takes some patience and an acceptance that batting averages are never 1.000.  The second method takes a more persistent, long term view of transforming how you connect and engage with your users.  It requires changes in business processes.  It may require changes in policies.  That said, done in a consistent, systematic and long term fashion it is a near guarantee.  Where you may be disappointed is that all your competitors are either doing this already or will do it as well.  You may have some advantage to be a first / fast mover, but in the end, I’d argue not doing this is a going-out-of-business model in the new media era. 

    oh…and obviously, if you can hit on both #1 and #2, they are catalysts for each other.

    Had I responded to this article a few months ago, I think my view would be different than it is today as I was rigid (and too simplistic) in my support of the two-step flow of communicationThe reality today is that those who are raving fans of the influencer effect and those that are dissenters of the model, are both wrong (and both right).  Taken in one dimension (marketing), the evidence of the revenue effect of influencer driven models is easier to disprove than prove (I’m with Duncan).  It’s only in taking a more holistic view of the influencer effect on a company (across support, product feedback/research, and marketing/buzz) can you truly evaluate the impacts of the influencer model.  I haven’t seen that study done yet, but my own experience running an influencer program that impacts all 3 pillars suggests that this is a very different way to evaluate the model.  None of this runs counter to the wisdom of Word of Mouth, it just means that in practice, things get a little more complex if you want to think about the opportunity end to end.

    Interesting how research is often confined in the same ways that organizational structures are – hey marketing, go talk to support! (vice verse – and while your at it, invite product planning!)

    Sean

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  9. Microsoft MVP names daughter “Vista Avalon”

    Sunday, 8 Jul 2007 1 Comment Posted by:

    As I came home from vacation and found this in my inbox I was once again surprised by the passion within the community for the products, brands and/or companies they follow.  Information Week reported that MVP Bil Simser (and spouse) named their newborn daughter "Vista Avalon."  Here you can read Bil’s account of the thought process including the first naming idea where the initials spelled "DOS."

    Showing his good nature, Bil leads off the inevitable jokes with a few of his own thoughts:

    • Her blog will contain the largest number of search hits with people looking for information about Vista
    • She has her very own carrying case (a laptop bag) and other personalized "logoware", most of which I can buy from the Microsoft store or any geek conference for the next 10 years
    • She’ll be the only one at her school with a service pack (or two, or three, …) named after her
    • If she’s hot (and she will be) boys will make many crazy jokes about "starting her up" and "rebooting her" to which I will pummel them upside the head with an XPS laptop that I’ll carry around to "interview" any potential suitors.

    Well Bil, here’s the bottom line.  Beautiful baby!  Congratulations and glad everyone is home and doing well.

    Sean

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  10. Microsoft MVP names daughter "Vista Avalon"

    Sunday, 8 Jul 2007 1 Comment Posted by:

    As I came home from vacation and found this in my inbox I was once again surprised by the passion within the community for the products, brands and/or companies they follow.  Information Week reported that MVP Bil Simser (and spouse) named their newborn daughter "Vista Avalon."  Here you can read Bil’s account of the thought process including the first naming idea where the initials spelled "DOS."

    Showing his good nature, Bil leads off the inevitable jokes with a few of his own thoughts:

    • Her blog will contain the largest number of search hits with people looking for information about Vista
    • She has her very own carrying case (a laptop bag) and other personalized "logoware", most of which I can buy from the Microsoft store or any geek conference for the next 10 years
    • She’ll be the only one at her school with a service pack (or two, or three, …) named after her
    • If she’s hot (and she will be) boys will make many crazy jokes about "starting her up" and "rebooting her" to which I will pummel them upside the head with an XPS laptop that I’ll carry around to "interview" any potential suitors.

    Well Bil, here’s the bottom line.  Beautiful baby!  Congratulations and glad everyone is home and doing well.

    Sean

    del.icio.us tags: , , ,