Comments on: Digital is far too successful for this Jozi company!

By: Runaway viral in Johannesburg. | PiKE's Thinking ...

Runaway viral in Johannesburg. | PiKE's Thinking ... — Thu, 17 Dec 2009 08:07:45 +0000

[...] weeks back I reported on a viral campaign which had gone wild. Gary Rom Hairdressing opened a store in Melrose Arch in Johannesburg and sent [...]

By: mikeherbert

mikeherbert — Sat, 21 Nov 2009 13:12:21 +0000

2.30 it is – I'll have a laptop open in front of me.
Regards

By: Walter Pike

Walter Pike — Sat, 21 Nov 2009 12:49:19 +0000

Mike,

Those comments are for a follow up post, at the moment I want to make the point that digital works (even in South Africa) because I hear over and over again that its not important here.

Viral is more a measure of success than a definition of a technique.

The point of all this is that the internet is word of mouth on steroids, no matter all the other factors you mention WOM comes from:

Finding the talkers.
Giving them something to talk about.
Giving them a way to talk about it.

You had that all correct - but it was the rest of the network effect that worked - not only the 27 and their friends - but their friends friends etc that took this viral.

I would love to take you up on your invite - Europa at 2:30? I have to drop my daughter off at a party will be around there then.

By: mikeherbert

mikeherbert — Sat, 21 Nov 2009 12:40:58 +0000

Right, I'll be at Melrose Arch this afternoon, from midday onwards, either at our salon in the cosmetics section of Edgars, or in my “office” at Europa (John or Evan will point me out). Look forward to seeing you.
My number is 083-700-2793.
If anyone else is interested in getting it from the horse's mouth, you're also welcome.

By: Walter Pike

Walter Pike — Sat, 21 Nov 2009 12:28:02 +0000

sounds great – thanks for the response – this must have caused you some head aches so maybe our definitions are different.

By: mikeherbert

mikeherbert — Sat, 21 Nov 2009 12:07:00 +0000

Hi Mel, long time. You're absolutely right. Believe it or not, this campaign was recommended by a PR company (friend of a friend) and I even added to the T&Cs before it was sent out. The “success” of this campaign – i.e. from a number of responses perspective – was not because of digital/internet/e-mail but rather because of 2 other factors. 1) the profile of the 27 people that we initially sent it to – i.e. word-of-mouth referrals from people that you like or respect; and 2) Gary's and GRH's reputation.
What I'm concerned about is Walter's one line of criticism at the end of this post, without any constructive feedback from an academic perspective, or any comment on our efforts to make good our promise to the 50,000 responders…
I've invited Walter to meet with me today…let's see if he's available…

By: mikeherbert

mikeherbert — Sat, 21 Nov 2009 11:50:22 +0000

Mr Pike. How about we sit and have a beer at Europa at Melrose Arch this afternoon some time? And we can discuss your definitions of “embarrassment”, “naive” and “fantastic”…

By: Walter Pike

Walter Pike — Sat, 21 Nov 2009 10:31:10 +0000

Yeah, I used this in a talk I gave on the 17th as an example of effectiveness. There is really nothing negative – just how it was managed. Its great to have a home grown case study to work with that proves effectiveness in South Africa.

Yip – they certainly needed guidance.

By: mermaidnix

mermaidnix — Fri, 20 Nov 2009 22:13:37 +0000

Perhaps they should honour the vouchers, but engage the Department of Motor vehicle Licences to do the bookings!

By: Walter Pike

Walter Pike — Fri, 20 Nov 2009 20:01:36 +0000

Mel – I am sure that you are correct, and great kudos for trying new techniques (… and naive rather than conmen)