Toronto - New York
Author of: Influence Marketing: How to Create, Manage and Measure Brand Influencers | Partner, Sensei Marketing | Moderator #Bizforum Twitter Debate
@tamcdonald Ah, fair enough. Makes a great case for "influence marketing" strategies. Someone should write a book about that. :) Speaking of which, my concern with the 1% - from practice - is that most tend to rank the 1% by the largest following or the most vocal within the community.
My experience is that in most cases, those who drive real action (purchases, etc.) are based on relationships within the community as specific time periods. These are often those in the 10% (or 20% even) that spend less time blasting messages to increase scores, personal agendas or other factors but those who focus on relationship nurturing.
1 week, 3 days ago on Community Management: The 90-9-1 Rule is Dead
@Tinu Definitely murky waters. If a tree falls in the forest and there's no one there to hear it...did it make a noise? The fact that someone shares a link (without reading or vetting it first) just because they admire or trust the author, does that mean that those who see his/her share don't read it? No.
I can tell you that within seconds of my publishing this post (literally) I say 5 shares on Twitter. There's no way anyone could have read it and shared it in that time frame. Just seconds! I also get a lot of shares via Triberr and others within the first 30 minutes of the post that I know they sharer did not read.
However, I've been tracking the unique visitors, bounce rate, and length of time on the site immediately after I post and the results would seem to indicate that there are people opening and reading the post from these "blind shares." Are they creating noise? Yes. Most definitely. But, does that mean that it doesn't reverberate someplace useful? Dunno.
@tamcdonald I have to disagree with you Tim. While I agree that the online audience (for many businesses) is smaller than its offline audience, I believe it's much greater than 1% today...remembering that online is more than just social media networks but blogs, new sites, comment engines, etc. Further, those online tend to be the more active of the entire audience population, and so they're more likely to influence those offline through their word of mouth, etc.
@MarkKhoder Yes, those are excellent examples of how true influence marketing works - personal and relevant relationships are more apt to drive a purchase decision or change buying habits than mass, broad amplification by those with big followings. I suspect in your case #2 the customer saw the video on a mobile device and proximity had a lot do with his arrival in 10 mins. If he were encouraged to share his onsite experience via check-in or other social media activity, I suspect the resulting ripples would have had an even greater impact on purchases. thanks for stopping by and adding to the conversation.
3 weeks, 2 days ago on SoLoMo – Disruptions and Opportunities in Customer Acquisition
@bryankramer Yeah, that's the thing...sadly, today's marketers are too quick to jump on pithy, tweetable one-liners and hashtags to increase their Klout score, stir the pot or just to be seen as relevant in the current social conversation. Few stop to consider what lies beneath, which was I hoped to convey in the article. I guess they can't all be as old as us huh Bryan? (Now get off my lawn!)
3 weeks, 2 days ago on Trust, Humanizing, and Other Social Marketing Myths