Watts and Peretti set up a regular mass-market ad buy, running banner ads on several prominent blogs and news sites. Like many ads these days, they added a button on the ad that allows people to forward the ad to a friend—a way of collecting eyeballs for free….
The technique marries Watts’s two main epiphanies: Cascades require word-of-mouth effects, so you need to build a six-degrees effect into an ad campaign; but since you can never know which person is going to spark the fire, you should aim the ad at as broad a market as possible—and not waste money chasing “important” people….
The ultimate irony of Watts’s research is that, if you really buy it, the most effective way to pitch your idea is … mass marketing.
Is the Tipping Point Toast? — Duncan Watts — Trendsetting | Page 6 | Fast Company
Rafer sez:
Watts’ findings reflect my online marketing experience, with a healthy dose of Xobni CEO Jeff Bonforte’s product marketing and MVP thinking.
- The seeds of adoption are unpredictable so offer public capabilities as early as possible.
- Users that are important to other vendors are unlikely to be important to you.
- When you have an cogent cadre of users, avoid the enthusiastic ones who perpetually want just one more feature. Uncover and replicate the ones for whom you already meet a need.
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