Dienstag, Januar 29, 2008

Is the Tipping Point Toast?

Interesting article from Clive Thompson (Fast Company) on Duncan Watts disruptive theory of the 'class of influencer'.

In short:
There is not unique classes of influencers, and given no pattern of learning from the 'cool kids to the lesser-cool kids, .... to the dumb-ass, as Malcolm Gladwell’s The Tipping Point suggest, when trying to explain how trends work. All the billions of Dollars (or Euros) marketers spend targeting the influentials, says Duncan Watts, are wasting their money.

[Isn't this also the false premise of money 'collected' for so called viral and word-of-mouth campaigns ...?]

Influence is made up by the number and composition of links and the needed, effective link-setup to influence someone, somewhat might look quite different on any person, subject or given time ... so if you want to influence start linking. Linking people, interest, content, love, anger, commitment to ...

more

Up to now, I don't se, that this theory has greatly influenced PR, marketing or advertising and money spend.

Scott Karp, who linked me to this Fast Company article, added a thought for publisher (and not only publisher) on this theory. He wrote:

"Whenever I give talks to traditional publishers who have been afraid to link to other sites because it will “send people away” instead of keeping them trapped in the publisher’s own content, my now standard response is to say that there’s a site that does nothing but link to other sites — all it does is send people away. And yet remarkably, people keep coming back. So much so, that this strategy has translated into $10 billion+ in advertising revenue ..." more

Which company is Scott talking about? Don't get confused with his conservative estimate of +10 billion USD, their conference call for Fourth Quarter 2007 Financial Results January 31, 2008.

From March 2007: Interview on Brandweek.com
Buzz-Kill: Columbia Prof Blasts Influencer Model