Comments for Ask Spike

Comment on Protect Your Ambassadors by John D'Ambrogio

John D'Ambrogio — Tue, 21 Feb 2012 23:14:07 +0000

…and there is nothing worth than an alienated ambassador!

Comment on Who is this guy? by Newsletter #871: The “Update on Our Amazing Word of Mouth Projects” Special Issue | Andy Sernovitz | Damn, I Wish I'd Thought of That!

Thu, 16 Feb 2012 16:02:14 +0000

[...] how real companies actually do it, and it’s all being presented by word of mouth legends like Spike Jones, John Moore, Saul Colt, Rick Murray, Dave Kerpen, Geno Church, and yours [...]

Comment on Meet in the Middle by Jarrad

Jarrad — Wed, 15 Feb 2012 04:09:21 +0000

Great post Spike! It would be great if there was a tweet button so I could share these gems with my followers

Comment on Meet in the Middle by Andrew

Andrew — Tue, 14 Feb 2012 19:53:41 +0000

Great perspective re top to bottom ambassador programs.

Comment on Who is this guy? by Issue #270: An update on all the amazing word of mouth projects we've been working on

Tue, 14 Feb 2012 17:02:35 +0000

[...] how real companies actually do it, and it’s all being presented by word of mouth legends like Spike Jones, John Moore, Saul Colt, Rick Murray, Dave Kerpen, Geno Church, and our own Andy [...]

Comment on They’re not influencers, they’re broadcasters by Arthur Huynh

Arthur Huynh — Mon, 23 Jan 2012 21:24:05 +0000

A great read, Spike. I would imagine that we would need some sort of global identification system that tracks the purchasing actions of everyone and associates it with their online handles for this to work, but that seems like a perfect world scenario.

At eCairn, we’re of the same thought process. We don’t just want to find broadcasters, we want to find people with real influence, and to do so, we let the natural order of online communities vet out the spammers and re-broadcasters. You can find out more here: http://blog.ecairn.com/2011/11/10/how-to-rank-an-influencer/

I’d love for you to take a look and give me your own take, Spike. Is it a better method of identifying REAL influencers? Or more of the same?

Comment on Solving the “Measuring Influence” Problem by Brad Mays

Brad Mays — Thu, 12 Jan 2012 17:14:44 +0000

Hey, Rick. Hope you’re well. I like how we’re hijacking Spike’s comments. The book I’m referring to is by Bob Pearson, president of the agency, called Pre-Commerce. It’s based on, among other things, Bob’s years at Dell pioneering their entry into social and the connected online environment. Dell is a shining example of effective use of online channels to drive sales – the company was built on it. Here’s an Amazon link: http://amzn.to/wfbP12 If I were coming to Chicago anytime soon, I’d bring you a copy. Maybe I’ll see you in Austin.

Comment on Solving the “Measuring Influence” Problem by Rick Fox

Rick Fox — Wed, 11 Jan 2012 18:54:57 +0000

All very interesting. Trying to put together a plan for measurement around our MWC efforts for a client. Really looking to move past awareness and into action.

Brad – I’m not across the street, but can you send the name of the book?

Comment on Solving the “Measuring Influence” Problem by Brad Mays

Brad Mays — Wed, 11 Jan 2012 18:17:29 +0000

There you go again, Spike. Bringing something practical to the table.

I like the concept. Truth is, most organizations don’t understand who is influencing the sale of their product. By some estimates, there are fewer than 50 people who actually influence the online discussion around and ultimately the sale of a product. This is for large, Fortune 500 brands. For smaller brands, there are even fewer. But, if you talk to brands, most have no idea who those people are. This could be one way to get to that. We’ve got others.

Trouble is, brands aren’t set up that way. They don’t know exactly what to do with that data. In you example, it’s too granular. But, millions of dollars will be spent on a TV spot with no specificity in the metrics until someone writes down on a card at the store/dealership/salon how they heard about the service/product.

Another way to look at this is to look at who is in that person’s sphere of influence which, through the power of social media and connected online conversations, we can begin to find out. We’re currently doing this with influencers who may be difficult to reach directly by going to those who influence the influencers.

If you’re interested, I’ll walk a book across the street to you that talks about how to get to this.

Comment on They’re not influencers, they’re broadcasters by Reclaiming Influencer Marketing – Influencer Marketing Review

Reclaiming Influencer Marketing – Influencer Marketing Review — Thu, 05 Jan 2012 22:49:16 +0000

[...] or retweet your tweets simply doesn’t count. (I think Spike Jones hit it on the head with, “They’re not influencers, they’re broadcasters.”) Unfortunately, this is what many people who spend a lot of time online really think influencer [...]