Like Minds: Let a thousand flowers bloom

March 29, 2010 at 10:42 am | In Case studies, Events | 2 Comments
Tags: drew ellis, like minds, reach, scott gould, social media, spread, word of mouth

Clay Shirky’s famous description of how to survive in social media was aptly used by Scott Gould last Thursday as he explained Why Spreadability Beats Reach at the latest espresso briefing for WOM UK.

In a relaxed, interactive session over coffee and pastries, Scott shared exactly how he and fellow Like Minds founder Drew Ellis managed to create an enormously successful event – and a burgeoning network of top social practitioners – from scratch, in six months. Here he is, captured by one of our attendees, Lucy from Contagious:

By adopting an approach of strong leadership (including vision, passion and meaning) teamed with a purposeful abdication of control over how and where the Like Minds brand, content and conversations spread, Scott demonstrated the power of an approach based on guidance rather than governance, and personal relationship rather than public relations.

Scott used the case study of X-Factor versus Rage Against the Machine to demonstrate that reach doesn’t necessarily achieve the best results. He also emphasised the importance of working in teams rather than factories, showing that being adaptive, flexible and personal brings results as well as good will. Check out his deck below.

Any brand or marketer would love to achieve what Like Minds has in the past half year, so insights were relevant and inspiring. WOM UK is delighted to be part of the LM movement and the fact that we were thrown out of our venue for talking so long after the presentation is a pretty good indication of the quality conversation stimulated by the morning’s ideas.

The widespread agreement that diversity and eclecticism is the lifeblood of social media sent the gathered crowd out into the day with a renewed commitment to making more flowers bloom.

Many thanks to Porter Novelli for hosting.

2 Comments »

RSS feed for comments on this post. TrackBack URI

  1. [...] Gould recently spoke at the WOM Espresso about SPREADABILITY vs REACH and in doing so touched upon the key point of GUIDANCE vs [...]

  2. [...] as I listened to the inestimable Scott Gould talk at an event a couple of weeks ago about how brands need to be less slick, less marketing-focused, less [...]


Leave a comment

XHTML: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <pre> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Blog at WordPress.com. | Theme: Pool by Borja Fernandez.
Entries and comments feeds.