This link has been bookmarked by 194 people . It was first bookmarked on 27 Jan 2008, by Brendan M.
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Watts demonstrated that even the breakout success of a hot new pop band might be nearly random
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According to MarketingVOX, an online marketing news journal, more than $1 billion is spent a year on word-of-mouth campaigns targeting Influentials, an amount growing at 36% a year, faster than any other part of marketing and advertising. That's on top of billions more in PR and ads leveled at the cognoscenti.
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He has analyzed email patterns and found that highly connected people are not, in fact, crucial social hubs.
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A rare bunch of cool people just don't have that power. And when you test the way marketers say the world works, it falls apart. There's no there there."
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nd this is not, he argues, mere academic whimsy. He has developed a new technique for propagating ads virally, which can double or even quadruple the reach of an ordinary online campaign by harnessing the pass-around power of everyday people--and ignoring Influentials altogether.
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It is the very premise of viral and word-of-mouth campaigns: Reach those rare, all-powerful folks, and you'll reach everyone else through them, basically for free.
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Influentials theory
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n modern marketing, this idea--that a tiny cadre of connected people triggers trends--is enormously seductive. It is the very premise of viral and word-of-mouth campaigns: Reach those rare, all-powerful folks, and you'll reach everyone else through them, basically for free.
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Influentials theory
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05 Apr 11
Buster BensonThere's no such thing as an Influencer, and there's math to prove it. http://t.co/vmqY5Tl via @vanderwal
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24 Feb 11
Wessel van RensburgDuncan Watts on influence and contagion is worth revisiting http://t.co/YaWYo8p #usguys
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14 Feb 11
Tracy Tutensays @charleneli: the Tipping Point argued that there are influencers that can make a product go viral [I disagree see http://bit.ly/watts ]
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t highly connected people are not, in fact, crucial social hubs
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harnessing the pass-around power of everyday people--and ignoring Influentials altogether.
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Jorge BarbaRT @annekejong: There's no such thing as an influencer, and there's math to prove it: http://is.gd/EvNE7L #behaviourchange @behaviorchange
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Antony MayfieldNice article aummarising the debate around networks and influentials.
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Francisco Javier Alcala-SolerDuncan J. Watts's theory on random sources for fad building. Influencers are not the only/major trendsetters. The influence of social contagion and word of mouth.
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pedro_daltroHe has analyzed email patterns and found that highly connected people are not, in fact, crucial social hubs. He has written computer models of rumor spreading and found that your average slob is just as likely as a well-connected person to start a huge ne
fastcompany tippingpoint malcom.gladwell duncan.watts comportamento comunicação sociedade influência
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24 Oct 08
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Scott DrummondWhat a great article - really thought-provoking and raises the question for those of us, like me, not well-versed in network academics, as to where do we go beyond Gladwell and the excellent 'Tipping Point' thesis.
Makes sense for me that the structure o -
26 Sep 08
James BonTempoMarketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.
socialnetworking research social network marketing theory culture
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Dennis Demori"It seems from this work that the 'who' is not what matters; instead it's the context and, most importantly, the idea itself (especially what you do) that matters the most when it comes to the spread of new things."
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Emmanuel LMarketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.
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Will deBockBy Duncan Watts -- Trendsetting | Fast Company
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ll that money and effort is being wasted. Because according to him, Influentials have no such effect. Indeed, they have no special role in trends at all.
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And last year, Watts demonstrated that even the breakout success of a hot new pop band might be nearly random.
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04 Apr 08
Thomas MejerInteressant artikel med kritik af Malcolm Gladwells 'The Tipping Point'
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Gordon RossMarketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.
duncanwatts malcomgladwell tippingpoint networks social theory debate
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Boris .Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.
Don't get Duncan Watts started on the Hush Puppies. "Oh, God," he groans when the subject comes up. "Not them." The Hush Puppies in questiTipping point Gladwell Clive Thompson fastcompany stanley milgram six degrees separation social connectors trendsetting
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But here's the thing: In each of the eight social worlds, the top songs--and the bottom ones--were completely different. For example, the song "Lockdown," by 52metro, was the No. 1 song in one world, yet finished 40 out of 48 in another. Nor did there seem to be any compelling correlation between merit and success. In fact, Watts explains, only about half of a song's success seemed to be due to merit. "In general, the 'best' songs never do very badly, and the 'worst' songs never do extremely well, but almost any other result is possible," he says. Why? Because the first band to snag a few thumbs-ups in the social world tended overwhelmingly to get many more. Yet who received those crucial first votes seemed to be mostly a matter of luck.
Word of mouth and social contagion made big hits bigger. But they also made success more unpredictable. (And it's worth noting, no one in the social worlds had any more influence than anyone else.) So yes, Watts figures, if you rewound the world to 1982, Madonna would likely remain a total unknown--and someone else would have slipped into her steel-tipped corset. "You cannot predict in advance whether a band gets this huge cascade of popularity, because the social network is liable to throw up almost any result," he marvels.
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04 Feb 08
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electrastephI started to read this article at the hair stylist; very glad to have found it online.
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perfectlyGoodInkDiscusses several studies by Watts that criticizes the Influentials series popularized (again) by Gladwell's Tipping Point. Via the Freakonomics blog.
advertising blogging psychology sociology science gladwell networking community books
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Michel Bauwenshas performed a series of controversial, barn-burning experiments challenging the whole Influentials thesis. He has analyzed email patterns and found that highly connected people are not, in fact, crucial social hubs.
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April DunfordThe ultimate irony of Watts's research is that, if you really buy it, the most effective way to pitch your idea is ... mass marketing. And that is precisely what the wizards of Madison Avenue, presiding over our zillion-channel microniche market, have rej
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31 Jan 08
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Daniel Calladine"A rare bunch of cool people just don't have that power. And when you test the way marketers say the world works, it falls apart. There's no there there."
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