Comments on: More research on viral marketing - and supporting the limited role of “influentials” http://www.emergencemarketing.com/2007/01/30/more-research-on-viral-marketing-and-supporting-the-limited-role-of-influentials/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Thu, 20 Nov 2008 15:33:32 +0000 http://wordpress.org/?v=2.5.1 By: GrahamHill http://www.emergencemarketing.com/2007/01/30/more-research-on-viral-marketing-and-supporting-the-limited-role-of-influentials/#comment-609 GrahamHill Fri, 09 Feb 2007 14:26:05 +0000 http://emergencemarketing.com/?p=853#comment-609 Francois, Leandro Leandro's comment reminds me of my own experiences driving change at large corporations. In contrast to many of my colleagues, I have long believed that concentrating on influencing social networks is the key to effecting lasting change, rather than the more traditional combination of top-down leadership, communication & training espoused by most change consultants. In fact I enjoyed his comment so much I went out and bought his book. Having read through the first chapter this evening, it looks like the perfect antidote to much of the out-of-date thinking on change that sit on my consultant's library. Take a look at some of Ralph Stacey's work on Organisational Dynamics for more of the same. Graham Hill Independent Management Consultant

Francois, Leandro

Leandro’s comment reminds me of my own experiences driving change at large corporations. In contrast to many of my colleagues, I have long believed that concentrating on influencing social networks is the key to effecting lasting change, rather than the more traditional combination of top-down leadership, communication & training espoused by most change consultants.

In fact I enjoyed his comment so much I went out and bought his book. Having read through the first chapter this evening, it looks like the perfect antidote to much of the out-of-date thinking on change that sit on my consultant’s library.

Take a look at some of Ralph Stacey’s work on Organisational Dynamics for more of the same.

Graham Hill
Independent Management Consultant

]]> By: francois gossieaux http://www.emergencemarketing.com/2007/01/30/more-research-on-viral-marketing-and-supporting-the-limited-role-of-influentials/#comment-608 francois gossieaux Fri, 02 Feb 2007 10:18:00 +0000 http://emergencemarketing.com/?p=853#comment-608 Leonardo - I could not agree with you more. It is much more complex than the latest WOM fad would lead you to believe. Leonardo - I could not agree with you more. It is much more complex than the latest WOM fad would lead you to believe.

]]> By: Leandro Herrero http://www.emergencemarketing.com/2007/01/30/more-research-on-viral-marketing-and-supporting-the-limited-role-of-influentials/#comment-607 Leandro Herrero Tue, 30 Jan 2007 08:17:12 +0000 http://emergencemarketing.com/?p=853#comment-607 I think we have to avoid a bi-modal 'all or nothing' model in terms of influencing. Influence mechanisms are well studied in social sciences. They tend to follow a non-linear pattern (excuse my language) where small screw-ups have the potential of destroying a lot of influence-capital that you may have accumulated. In my research in organizations, influence mechanisms in internal social networks matter a lot, and I have explained this in my book 'Viral Change: the alternative to slow, painful and unsucessful management of change in organizations' These internal influence-nodes have little to do with established hierarchy for example. Once the internal epidemic ( new ideas, new fashion, new changes...) has started, it spreads via those influence nodes AND also ( here Watts supposedly new findings for example) any other mortal via imitation and diffusion. It is more complex than the rather standard, simplistic model often associated with viral marketing - Leandro Herrero I think we have to avoid a bi-modal ‘all or nothing’ model in terms of influencing. Influence mechanisms are well studied in social sciences. They tend to follow a non-linear pattern (excuse my language) where small screw-ups have the potential of destroying a lot of influence-capital that you may have accumulated. In my research in organizations, influence mechanisms in internal social networks matter a lot, and I have explained this in my book ‘Viral Change: the alternative to slow, painful and unsucessful management of change in organizations’ These internal influence-nodes have little to do with established hierarchy for example. Once the internal epidemic ( new ideas, new fashion, new changes…) has started, it spreads via those influence nodes AND also ( here Watts supposedly new findings for example) any other mortal via imitation and diffusion. It is more complex than the rather standard, simplistic model often associated with viral marketing - Leandro Herrero

]]>