Viral! Spread! Word Of Mouth! CGM!!!

August 6, 2006

by way of Guy Kawasaki – a post about Seth Godin’s new book – “Small is the New Big” offers this quote from Seth about how and why ideas spread.

No one spreads an idea unless:

  • They understand it.
  • They want it to spread.
  • They believe that spreading it will enhance their power (reputation, income, friendships) or their peace of mind.
  • The effort to send the idea is less than the benefits.

There’s nothing in there about why WE – the creator want OUR ideas to spread – it’s all based on the recipient – the audience – the listener.

They decide – we can only set the stage that will ALLOW it to spread. Or as Hugh McLeod might say – remove friction.

The third point is particularly important. The ideas people spread are a commentary on the sender.

If spreading an idea makes ME look “cutting edge” or “funny” or “intelligent” I’ll spread it without hesitation. If the idea is all about how YOU or your COMPANY is soooo cool – it’s trashed.

No one “gets” an idea unless:

  • The first impression demands further investigation.
  • They already understand the foundation ideas necessary to get the new idea.
  • They trust or respect the sender enough to invest the time.

There’s that word TRUST again.

Is HD Radio and the promotion we’re creating aorund it going to develop TRUST?

“Getting” the idea is essential for it to spread – but we can “GET IT” – and still think it’s NOT worthy of spreading.

Finally, Guy suggests in his post –

What a great test for design and marketing efforts. . . . hook yourself up to a polygraph and see if you pass it.

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Contriving WOM

July 23, 2006

Zune tries here.

the irony of my passing this along is not lost on me- but thanks. ,-)


Where WOM starts – and how it’s passed on

July 11, 2006

Guy Kawasaki links to a survey examining where most Word Of Mouth starts. Techies seem shocked it’s not from blogging. ,-)

As far as where it all starts – check out this table lifted from the linked article:

Conversation Catalysts

Recommendations are triggered from a variety of factors, as Americans are inspired by different forms of marketing and media. Consumers said the following contributed to a recommendation made in the past year:

 

General Consumers

The Influential Americans®

Magazine

54%

61%

In Store

53%

58%

Television

53%

55%

Newspaper

47%

53%

Coupon, Discount

44%

49%

Radio

37%

44%

Web

35%

45%

Free Sample

31%

39%

E-mail

18%

26%

Seems most of the old channels are still in the lead. I wonder what this will look like in 5 years.
The other take-away is that most Word of Mouth is passed in person, followed by the telephone.


You can’t manipulate WOM

July 8, 2006

Well . . . . you CAN but you will probably get the opposite of the results you expected.