Sunday, December 05, 2004

The Shill Next Door

Marketing and PR friends: please check out Rob Walker's "The Hidden (In Plain Sight) Persuaders" in this week's New York Times Magazine. No, I am not a shill for the author, but to see why I must protest my neutrality, read on.

Walker takes a close look at the burgeoning "word of mouth" marketing industry which recruits volunteers all across the U.S. to talk up thousands of products, from anti-puffing eye creams, to cool sneakers, to books on marketing (you'll enjoy the subtle irony in the marketing plan behind "Purple Cow" by Seth Godin, the doyen of permission-based marketing). Once you get over the shock -- if you are still capable of being shocked -- you'll be impressed by the utter simplicity of this approach and wonder if there are more ethical, transparent ways to work with the legions of people who apparently enjoy persuading others for little or no material reward. A note about the new, not-so-hidden persuaders:

Who are they? Check out the word-of-mouth industry's favorite graph. The graph is meant to show the pattern by which ideas or products or behaviors are adopted, and it looks like a hill: on the left are the early adopters; then the trend-spreaders; the mainstream population is the big bulge in the middle; then come the laggards, represented by the right-hand slope. This is not new stuff -- Knox himself cites research from the 1930's, as well as the 1962 academic book ''Diffusion of Innovation,'' by Everett Rogers -- but it has become extremely popular over the past five years or so. Seth Godin, who wrote ''Permission Marketing,'' ''Unleashing the Ideavirus'' and other popular marketing books (and whose ideas partly inspired BzzAgent), uses it, as do dozens of other marketing experts. Malcolm Gladwell's ''Tipping Point'' made an argument about these ideas that was simultaneously more textured and easier to digest than most of what had come before (or since), and it became a best seller. But whatever the intentions and caveats of the various approaches to the subject, the most typical response to the graph is to zero in on the segment that forms the bridge over which certain ideas or products travel into the mainstream -- influentials, trend-translators, connectors, alphas, hubs, sneezers, bees, etc. Let's just call them Magic People.

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