Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency offering full service in a variety of areas, with specializations in transportation safety, business-to-business; advertising, marketing and media firms; non-profits, and select consumer products and services. . . . For more info, call us at (914) 325-9997, email to david@reichcommunications.com. .... We are located about 12 miles north of NY City's Times Square ... at 112 Ridgeway Street, Mount Vernon, New York 10552. . .. For some examples of our work, scroll down to "Categories" below and click on "What We Do..."

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    « Be Social ... Come to New York | Main | Weekend fun »

    January 24, 2008

    Comments

    Gavin Heaton

    Very interesting ... I will bookmark this for later reading! I have been thinking on the whole strength of weak ties concept for a while and this plays right into it. That is ... it is not the strong connections that you have that will work in your favour, but the weak connections (for a variety of reasons).

    What I find fascinating in this is that my heart says go with the influentials while my head says ignore them. An interesting reversal.

    David Reich

    Yes, Gavin, it's an interesting concept. I don't think we should ignore influentials, but perhaps play with the mix a bit. In some of the p.r. work I do, we'll shoot for opinion leaders, but certainly not to the exclusion of the larger market.

    Cam Beck

    This is fascinating and overdue. "The Tipping Point" is an oft-overused phrase these days, thanks to Gladwell and lazy marketers.

    I tend to agree with you, David. I think the key is to put your company/product/service in a position to quickly react to the marketplace -- in whatever capacity is needed -- to take advantage of its natural chaotic vicissitudes.

    Cam Beck

    Great quote from the FastCompany article: "'My models might be totally wrong,' he says cheerfully. 'But at least I'm clear about what I'm saying. You can look at them, and tell me if you disagree. But none of these other thinkers are actually clear about what they're saying. You can't tell if they're wrong.'"

    Cam Beck

    I will say, though (and I'm sorry for spreading these into multiple comments), that mass marketing in its old form is made especially challenging since the attention we need to grab is so splintered these days. Once upon a time you could broadcast TV ads on all the major networks and you had great penetration and recognition.

    The new media age requires that we find other ways to attract an audience, and that means (I think) finding someone who is passionate about what you have, whether they're influential or not, and exciting them about what you can do for them.

    That's overly simple, but it's a starting point.

    David Reich

    Cam, I agree, but also, with so many highly targeted media venues available now, marketers can pinpoint where their message is aimed. To do this within reasonable media budgets can be a challenge, however.

    Cam Beck

    "Cam, I agree, but also, with so many highly targeted media venues available now, marketers can pinpoint where their message is aimed. To do this within reasonable media budgets can be a challenge, however."

    Completely agree.

    Gavin Heaton

    This has been playing on my mind for a few days ... and to me, the challenge is finding and identifying not just the influencers, but those who are likely to become active based upon an influential trigger.

    David Reich

    Yes, Gavin, that's the challenge. I suppose the question is -- how much do you put against finding and influencing those "influencers" vs. just going after the masses?

    Gaurav Mishra

    Unless I’m way off the mark here, and correct me if I am, the only debate here is whether you should spend your marketing dollars targeting your ads at a lower number of influentials or reaching a broader market. This is a debate about cost trade-offs, not the fundamental nature of social networks.

    Given that the objective of most marketers is to spread a given idea in the most cost-efficient manner (and it is), given that improvements in technology will make it more cost-efficient to identify and target influentials (and it will), and given that influentials themselves will become more connected via social media tools (and they will), word-of-mouth/ social/ viral marketing practitioners will do well to continue to focus on the tipping point potential of influentials.

    David Reich

    Gaurav, yes, the discussion is about how to spend marketing dollars. But what's interesting here is Watts' findings that, he says, indicate "influentials" aren't predictably influential. If that's true -- and I don't know -- then it calls into question the very idea of influentials impacting that tipping point.

    The comments to this entry are closed.