Big vs small company influence: are you a church or a key maker? Episode 68


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Player FM과 저희 커뮤니티의 John Mark Troyer – The Geek Whisperers 콘텐츠는 모두 원 저작자에게 속하며 Player FM이 아닌 작가가 저작권을 갖습니다. 오디오는 해당 서버에서 직접 스트리밍 됩니다. 구독 버튼을 눌러 Player FM에서 업데이트 현황을 확인하세요. 혹은 다른 팟캐스트 앱에서 URL을 불러오세요.

boxing mouseBig company, small company – does it matter when you’re trying to sway people with community and influence marketing? Since influence is earned, does it really matter if you work for a giant church of technology or a small startup? Will people drive miles for the best chai?

  • John says that he had a harder time getting people to pay attention when he was at a startup than when he was at VMware. He likened being a startup to being a tiny mouse standing on a cup.
  • Matt, now at a startup, says that although he has a much bigger relative share of voice inside his company, his overall potential audience is smaller.
  • Amy refutes: social media has changed the game, or at least the relative difficulty of using a multiple of tools that make you look bigger than you actually are.
  • At a small company, everybody has 10 jobs – so there is often no one social media or influencer marketing or evangelist role.
  • At a small company, goals may be more tactical.
  • Do you need to be selling big expensive products to afford to hire a community manager?
  • How does the company even know you’re doing the right thing, contacting the right people?
  • How does a small company create that “X” factor?
  • Veeam certainly did it.
  • Bay area startups are starting to hire community managers very early.
  • Does influence go with the company or with the person? Can you go from a large company to a small company and keep your influence?
  • Good influence marketing is relatively cheap, so company size may be irrelevant.
  • John has been reading a lot of Paul Ford. @ftrain.
  • Would John Troyer always have been John Troyer without VMware?
  • Effort = Ability.
  • The Anna Karenina Principle: Big companies are all alike, but small companies are all unhappy in their own way. There might be a wide range of influence programs in a small company, but in a big company all influence marketing programs are all alike.
  • Maybe it’s easier to be influential at a small company where you have more of your own voice rather than having to echo the corporate voice.
  • The consensus seems to be that the big company ammo is balanced out by small company freedom. Your influence is up to you.
  • John’s key-restaurant-church theory: some companies are like churches, some are like restaurants, and some are like key makers. It’s easier to do influence marketing for a church (often a big company) than a key maker (often a small company)
  • John’s chai guy, Raman Bechar, differentiates himself by making great chai, and only making it his way. Best cup of chai this side of Bombay. (He’s moved down the road a bit since that article, but is still in Half Moon Bay.)

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