Marketer: gli influenzatori non hanno influenza.

Guy Kawasaki riprende l’articolo Is the Tipping Point Toast?* di Clive Thompson su Fastcompany :

“[...] The gist of Thompson’s piece, based on the work of Duncan Watts of Yahoo Research, is that the theory that a select few “key influencers” matter more than “the rest of us” when it comes to viral and word-of-mouth marketing campaigns is flawed. Said Watts:

“It [achieving marketing success through influentials] just doesn’t work. 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. [...]”

* sottotitolo: Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they’re wasting their money.

Anche su experiencecurve.com

[Update] L’opinione di Seth Godin:
“[...] Worry instead about people with passion and people with lots of friends. You need both for ideas to spread. That was Malcolm’s point all along.”