7th December 2007

According to PQ Media, Word of Mouth a Billion dollar industry…

Nice to see my quote picked up:

“It is gratifying to have industry data and analysis to support what many of us already believed – that word of mouth is the single most important driver of every decision we make as consumers,” said Sean O’Driscoll, General Manager of Community Support Services at WOMMA member company Microsoft. “It reinforces the fact that one customer’s perception is statistically significant.”

Have a read of the whole story here.  What’s the secret sauce to really make WOM work?  Could it be…influencers?  That’s my bet if you’ve been reading this blog.


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Popularity: 47% [?]

posted in Word of Mouth, marketing | 1 Comment

6th December 2007

The arrival of The Blog Council…

Well, I’ve been slow to blog this today as I was at the Web Community Forum a good chunk of the day, but I wanted to get something up on this before the moment passed.

The Blog Council has officially launched.

Lots of discussion today about it…I think Lionel over at Dell does a good job of capturing how I feel about this so please have a read. 

In the end, the core issue for me is simple.  I have learned more about social media and community from talking with fellow practitioners than any other single activity.  It’s kind of an oh, duh thing to say, but it amazes me how few people really do get out and invest the time to listen, read and learn. The opportunity to be a part of this and listen and learn from other real world corporate practitioners was way to good to pass up. 

A number of other posts as well you’re welcome to cruise:


Yup, some controversy too and some of it good feedback to think through as this develops.


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Popularity: 79% [?]

posted in Blog Council, Blogging, Microsoft, Social Media, Voice of Customer, marketing, web 2.0 | 5 Comments

4th December 2007

Bad example of engaging with Influencers…

Ok, on the heals of my recent discussions on the topic of good models vs bad models with influencers, a friend shared with me a story brewing regarding Target’s efforts on their "Rounder’s" program - an attempted "stealth influencer" program. 

Have a read of "Bloggers seeing red over Target’s little secret"

Here’s my favorite nugget from the story:

The hubbub began in early October after Siman received a Rounders newsletter as Target was launching a new Facebook page. Like many companies now setting up sites on Facebook and MySpace, Target hoped to get people talking about new products, get feedback and continue to find ways to promote its hip image.

"Your Mission: Try not to let on in the Facebook group that you are a Rounder," the newsletter read.

"We love your enthusiasm for the Rounders, and I know it can be hard not to want to sing it from the mountaintops [and in the shower, and on the bus]. However, we want to get other members of the Facebook group excited about Target, too! And we don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group. So keep it like a secret!"

The vendor running the Rounder’s program quickly took the fall for Target and to everyone’s credit the response and apology seems swift.  Good job there, I’ll assume sincere.  One piece of advice:  shouldn’t have deleted the posts!

Need we all be reminded of the logic behind stealth anything in social media.  I think the best thing to keep secret is the one thing you most want people to know - that way you can be assured of the word getting out!


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Popularity: 57% [?]

posted in Examples, Influencers, Social Media, marketing | 0 Comments

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