Get Your Brand To The Tipping Point

An Insight Into Maloney’s 16% Rule

My last two blogs have proven that word of mouth along is powerful enough to drive a brand to the tipping point.  But I have been intrigued about why some campaigns work so well and then some fail miserably. 

Of course Malcolm Gladwells states all you need to do is follow these three characteristics:

1. The law of the few – according to Gladwell success of any kind of social epidemic is heavily dependent on the involvement of a few people with a particular set of social gifts. 
2. The stickiness factor – the content must render the impact memorable.
3. The power of context – epidemics only work when the environment is right.

But I can’t help but feel there must be more to it. Further research has enabled me to understand how you can strategically plan an extraordinary word of mouth viral campaign to get your brand to the tipping point.

Let me share some great insights I have found using Maloney’s 16% rule. 

Firstly, Maloney looks at the ‘Diffusion of Innovation Adoption Curve’ (developed by Everett Rogers as seen here) and two best selling authors theories, Geoffrey Moore and Malcolm Gladwell.

Geoffrey Moore’s famous book and theory, ‘Crossing the Chasm’ begins with the Roger’s ‘Diffusion of Innovation’ theory and argues there is a chasm between the ‘early adopters’ of the product and the ‘early majority’. Moore claims that these segments have different psychological profiles and needs, which creates the ‘chasm’ that marketers must recongnise.  On the other hand Malcolm Gladwell looks at getting over the chasm to the tipping point by following the three characteristics as outlined above.

Let’s now look at this in more detail

Point 1: Early adopters and early majority don’t get along

Basically ‘early adopters’ and ‘early majority’ are different people – and really don’t get on.  ‘Early adopters’ see themselves as visionaries and have a strong desire to have things before anybody else.  They are driven by ‘exclusivity’, ‘uniqueness’ and ‘individualism’.  This is why Gladwell claims you have to market to a few to make the product seem exclusive and special. “Early majority’ on the other hand are pragmatists, they like to see people using the product before they do.  They require social proof of its acceptability before they jump in to buy it.  They are driven by ‘social confirmation’, ‘a sense of group belong’ and ‘uniformity’.

Point 2: Creators and Critics don’t exactly get along, but they need each other to exist and grow

Maloney also found an interesting crossover after researching 'Groundswell' by Forrester Research, in which they identify six Social Technographics, as shown here. 

Forrester Research shows at around the 15% mark of adoption, ‘creators’ are faced with ‘critics’. Similarly to ‘early adopters’ and ‘early majority’, ‘creators’ and ‘critics’ don’t exactly get along, but they need each other to exist and grow.  This point was demonstrated so clearly in the success of “Fifty Shades of Grey”.  The book didn’t really explode into full view until the ‘critics, both good and bad’ started to chip in.  That’s what started the debate - which fueled the media frenzy. 

Interestingly, Kony 2012 was similar, but with a twist.  The creators published the content, which then got the attention of the critics.  At first the critics were positive, (young teenagers), which drove the first six days of success.  But then the negative critics (primarily adults) got hold of it and over powered the creators’ message – which resulted in irreparable damage to the Kony 2012 brand.

INSIGHT: AT 16% ADOPTION CHANGE TACK

Maloney’s Rule suggests that once you have reached 16% adoption you must change your message and media strategy.

Tip 1:  Messaging

At the launch of a new product or service target the message to ‘early adopters’ – appeal to their need for scarcity. ‘Be the first to try this new…. ‘

But at the point where the product has 16% of the target population change the message towards targeting ‘early majority’ – which means focus on social proofing. ‘Join the thousands who are now enjoying this great new product’

Try to control the critic’s messages by the creators sending out interesting information that is targeted strategically.  The best result will be if you can generate ‘healthy debate’ that polarises people’s views – but doesn’t undermine the credibility of your brand.

Tip 2:  Media Mix

At the launch keep the product discrete and exclusive, i.e. lead with social media that is highly targeted.  As adoption builds get onboard influencers to generate positive endorsement and encourage social proofing. 

At the point of 16% adoption, in order to cross the chasm you will need to switch to social proofing – which means more mass exposure.  This could be generated through a viral campaign or maybe mass media if you have the budget. 

So it’s now up to you to jump the

‘Chasm’ and reach ‘The Tipping Point’….