Andy on Twitter

  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
  • Acquisition is important for growth... But if its is just replacing loss, it isn’t growth – it’s just churn .. ,
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INFLUENCEABLES

Johnnie has a bit on the coverage of Duncan Watt’s ideas on Influencers vs. Influenceables… If you haven’t read it, you should… His view is that that ordinary people have just as much influence as influential people have in making something popular. Cory, Guy, Seth, Spike, and scores of others have all chimed in.

On The Media interviewed Clive Thompson who wrote the Fast Company article that compellingly explains Duncan Watts’ word-of-mouth randomness theory. In the radio interview (available online here), Clive summarizes Duncan’s complex theory this way,

“It’s not how influential each person is, it’s how influenceable everyone else is. If society is ready to embrace a trend, almost anyone can start it.”

It really got me thinking.  I’m ready to hold Gladwell’s ideas and Watt’s in my head at the same time.  I don’t think they are exclusive.

What I don’t agree with is that society is “ready” to embrace trends – especially commercial trends.  That’s what marketers do.  They prepare society for trends and then activate those trends… Kind of like Geoffrey Moore’s Crossing the Chasm.

There are instances where society becomes ready to embrace a trend – like Green — and smart marketers figure out how to leverage that.

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