Comments on: Good spreads – without marketing http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/ Kontrary provides a different take on tech, media and life by Rebecca Thorman. Wed, 08 Feb 2012 02:58:00 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: bryan bliss http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5251 bryan bliss Fri, 13 Aug 2010 14:00:56 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5251 Kind of funny how this subject of influence vs trust has taken on a whole new wave of controversy and Buzz lately. I'ts likely that the truest definition and context for "influence" needs to be more specifically limited to include variables of enduring and self directed impact. Perhaps the real measure of influence isnt the first, initial and potentially fleeting behavior change biut what really matters is how much that person has truly changed their behavior over time. The latest fastcompany "influence" project really lumped influence in with ego, manipulation and misdirection so much that its not really a measure of true influence but just how much people are willing to trick their traffic into a click in a shady effort to get a "vote" and increase their image. Action that actually betrays trust may get a vote or a click or a purchase but that doesent keep the influenced and the influencer working together very long. Influence is really more about whether the recipient feels like a victim or an empowered ally. anyway i get what you mean here . there's a lot of ways of looking at this. if the real definition or recipe for influence were simple to encapsulate, it would also be too easy to be gamed and abused. Kind of funny how this subject of influence vs trust has taken on a whole new wave of controversy and Buzz lately.
I’ts likely that the truest definition and context for “influence” needs to be more specifically limited to include variables of enduring and self directed impact.
Perhaps the real measure of influence isnt the first, initial and potentially fleeting behavior change biut what really matters is how much that person has truly changed their behavior over time.
The latest fastcompany “influence” project really lumped influence in with ego, manipulation and misdirection so much that its not really a measure of true influence but just how much people are willing to trick their traffic into a click in a shady effort to get a “vote” and increase their image.

Action that actually betrays trust may get a vote or a click or a purchase but that doesent keep the influenced and the influencer working together very long.
Influence is really more about whether the recipient feels like a victim or an empowered ally.
anyway i get what you mean here . there’s a lot of ways of looking at this.
if the real definition or recipe for influence were simple to encapsulate, it would also be too easy to be gamed and abused.

]]> By: John R. Sedivy http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5250 John R. Sedivy Sat, 27 Feb 2010 16:40:36 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5250 Check out Unleashing The Ideavirus by Seth Godin - it pretty much summarizes the ideas discussed in this article - mainly an inherently good product virally spreading on its own merit rather than the spray and pray approach. Concerning the following of individuals based on their endorsements of products and ideas - sometimes I view this as appropriate. While I certainly don't believe in sheep-like behavior, it can be valuable to use trusted resources as a filter. Check out Unleashing The Ideavirus by Seth Godin – it pretty much summarizes the ideas discussed in this article – mainly an inherently good product virally spreading on its own merit rather than the spray and pray approach.

Concerning the following of individuals based on their endorsements of products and ideas – sometimes I view this as appropriate. While I certainly don’t believe in sheep-like behavior, it can be valuable to use trusted resources as a filter.

]]> By: Karen Hartline http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5249 Karen Hartline Tue, 29 Dec 2009 23:27:33 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5249 "I’ve found that individuals with smaller numbers – whether it be traffic or subscribers – often have just as much influence, if not more than those with large badges on display." You're right on about this. The people who are passionate about your product/brand (even if it's your personal brand) will be your influencers, because they believe in it. Being new to PR, this is one thing that I'm trying to educate about. Yes, having a 'big' social media persona say something about your brand would be great, but having someone who will tell all of their friends about your brand and how much they love it will be worth more. Miss ya, K “I’ve found that individuals with smaller numbers – whether it be traffic or subscribers – often have just as much influence, if not more than those with large badges on display.”

You’re right on about this. The people who are passionate about your product/brand (even if it’s your personal brand) will be your influencers, because they believe in it. Being new to PR, this is one thing that I’m trying to educate about. Yes, having a ‘big’ social media persona say something about your brand would be great, but having someone who will tell all of their friends about your brand and how much they love it will be worth more.

Miss ya,
K

]]> By: Nathan Snell http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5248 Nathan Snell Mon, 07 Dec 2009 22:30:38 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5248 I am a late commenter, but I liked the post, so I figured I would comment none the less. When it comes to the question of marketing verse "Baking In" consumer insight, I think there's really a duality that has to take place. In my experience, it's a matter of potential for success. I have seen phenomenal products that infused all it could into its product that did no marketing and suffered because of it. It lacked the catalyst to truly take advantage of its customer-centric brilliance. By the same token, I have seen products that threw the same kind of money Tiger is throwing at his miss-haps to keep them quiet at their marketing, and the product still went nowhere. Because fundamentally, when you lose the integrity, you're probably going to lose the customers. I am a late commenter, but I liked the post, so I figured I would comment none the less.

When it comes to the question of marketing verse “Baking In” consumer insight, I think there’s really a duality that has to take place. In my experience, it’s a matter of potential for success.

I have seen phenomenal products that infused all it could into its product that did no marketing and suffered because of it. It lacked the catalyst to truly take advantage of its customer-centric brilliance.

By the same token, I have seen products that threw the same kind of money Tiger is throwing at his miss-haps to keep them quiet at their marketing, and the product still went nowhere. Because fundamentally, when you lose the integrity, you’re probably going to lose the customers.

]]> By: Leslie Forman http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5247 Leslie Forman Sat, 24 Oct 2009 05:22:53 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5247 I agree with Trina. I think this depends a bit on your definition of marketing. I remember reading one definition that defined marketing as "the entire company as seen through the eyes of the customers." I agree with you that if people love a product (broadly defined) they will want to tell others about it, and the presence of something like a TwitThis button won't motivate them to do so. Also, I feel like I should add that I live in China, where Twitter and Facebook and (most recently) bit.ly are blocked, and therefore it takes me a bit more effort to share things on Twitter even if the button is there. Thanks for the thought-provoking post. Keep up the good work! I agree with Trina. I think this depends a bit on your definition of marketing. I remember reading one definition that defined marketing as “the entire company as seen through the eyes of the customers.”

I agree with you that if people love a product (broadly defined) they will want to tell others about it, and the presence of something like a TwitThis button won’t motivate them to do so.

Also, I feel like I should add that I live in China, where Twitter and Facebook and (most recently) bit.ly are blocked, and therefore it takes me a bit more effort to share things on Twitter even if the button is there.

Thanks for the thought-provoking post. Keep up the good work!

]]> By: Trina Isakson http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5246 Trina Isakson Sat, 17 Oct 2009 01:15:25 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5246 I think what you are arguing misses that point that marketing is not just about getting the word out. Marketing (in its often misunderstood ways) includes all of the 4 Ps - product, price, place (distribution) and promotion. "Good" is embedded in the first three - if you offer a good product at an appropriate price and have an effective or innovative distribution model (="good"), then promotion (by the company), isn't always a required 4th. Craigslist would be an example. It's not that a good product doesn't need marketing. The fact that the product is good IS part of the marketing mix. I think what you are arguing misses that point that marketing is not just about getting the word out. Marketing (in its often misunderstood ways) includes all of the 4 Ps – product, price, place (distribution) and promotion. “Good” is embedded in the first three – if you offer a good product at an appropriate price and have an effective or innovative distribution model (=”good”), then promotion (by the company), isn’t always a required 4th. Craigslist would be an example.

It’s not that a good product doesn’t need marketing. The fact that the product is good IS part of the marketing mix.

]]> By: Stuart Foster http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5245 Stuart Foster Tue, 13 Oct 2009 02:45:46 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5245 @Rebecca I went in assuming the product was good... If it isn't? Well...my argument=fail. @Rebecca I went in assuming the product was good…

If it isn’t? Well…my argument=fail.

]]> By: Rebecca Thorman http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5244 Rebecca Thorman Mon, 12 Oct 2009 21:38:17 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5244 @ Marie - Haha.. yeah, I'm an early adopter in some cases, but with other things, like Netflix, it took me forever. And I agree, blogging is a tough cookie to add in the mix here. @ Ryan - Don't worry, I'm being difficult on purpose since it entertains me : ). I don't understand your point about most companies don't do it bc it's hard. But I will say that each example you've given is a tech example. Despite that, it seems like we mostly are on the same page, no? The book Baked In gives numerous examples in different industries. Take a peek, it's the type of book I'm guessing is right up your alley. @ Marie – Haha.. yeah, I’m an early adopter in some cases, but with other things, like Netflix, it took me forever. And I agree, blogging is a tough cookie to add in the mix here.

@ Ryan – Don’t worry, I’m being difficult on purpose since it entertains me : ). I don’t understand your point about most companies don’t do it bc it’s hard. But I will say that each example you’ve given is a tech example. Despite that, it seems like we mostly are on the same page, no? The book Baked In gives numerous examples in different industries. Take a peek, it’s the type of book I’m guessing is right up your alley.

]]> By: Ryan Stephens http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5243 Ryan Stephens Mon, 12 Oct 2009 21:33:07 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5243 I purposely added Hotmail in b/c I knew you were under the impression I was talking about blogging b/c of my first example. And I still think it's pretty intuitive (granted we live in a pretty insular bubble.) Apple's products are good and talk-worthy hence they've been successful. Easy enough. I've spent the better part of a half hour (to no avail) looking for an really good article I read about 4-6 months ago that articulates a very similar point to the one you're after here, complete with examples across a few different verticals. And most companies don't do it b/c it's hard... And I apologize if it seems like I'm being difficult. Maybe Carlos' post is subconsciously rubbing off on me today. I purposely added Hotmail in b/c I knew you were under the impression I was talking about blogging b/c of my first example.

And I still think it’s pretty intuitive (granted we live in a pretty insular bubble.) Apple’s products are good and talk-worthy hence they’ve been successful. Easy enough. I’ve spent the better part of a half hour (to no avail) looking for an really good article I read about 4-6 months ago that articulates a very similar point to the one you’re after here, complete with examples across a few different verticals.

And most companies don’t do it b/c it’s hard…

And I apologize if it seems like I’m being difficult. Maybe Carlos’ post is subconsciously rubbing off on me today.

]]> By: Marie http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5242 Marie Mon, 12 Oct 2009 21:19:09 +0000 http://kontrary.com/2009/10/12/good-spreads-%e2%80%93-without-marketing/#comment-5242 I would definitely say that good spreads especially when it comes to service/products. I will never be an "early adopter" of anything because I need someone to refer it to me before I try so I kind of depend on good spreading (except for that Powermat thing. That looks cool and I'm sure it was the advertising that "got me".) I'm not sure how/if this applies to bloggers or people who supply content, though. They still seem to need the promotional push element. I would definitely say that good spreads especially when it comes to service/products. I will never be an “early adopter” of anything because I need someone to refer it to me before I try so I kind of depend on good spreading (except for that Powermat thing. That looks cool and I’m sure it was the advertising that “got me”.)

I’m not sure how/if this applies to bloggers or people who supply content, though. They still seem to need the promotional push element.

]]>