Silicon Valley 100 introduction

OK. So the Silicon Valley 100 (SV100) has been getting a lot of talk lately (see buzz below). I started the Silicon Valley 100 because I believe influence marketing is a good filter if the right influencers are involved.

(More of the Silicon Valley 100 at the Stonebrick site.)

I don’t publish the list of people in the Silicon Valley 100 (Newsweek, which broke the story, somehow got a list from either a SV100 member or a potential client), but I pick the people based on the following criteria:
1. Integrity. These are people known for their high integrity, honesty, and strong commitment to ethics.
2. Connectors.
3. Salespeople. They are naturally inclined to spread ideas.
4. they are all connected to the Bay Area. I believe it is much easier to “tip” an idea in a few zip codes
5. early adopters. they like to try new products and ideas.

Only 15% of the SV100 are regular bloggers. Most of the people meet with lots of people every day and can relay ideas personally (which, in my opinion, is the most powerful way to spread an idea).

some people share a similar view, come people think differently. I’ve compiled a list of commentary over the last three days and published it below. Enjoy:

Newsweek (Jan 20, 2005)
The Connected Get More Connected. Seeking buzz, companies will funnel free new products to Silicon Valley’s elite.

Joi Ito’s Blog (Jan 21, 2005)
Silicon Valley 100. “The idea is to make a list of ‘connectors’ and send them new gadgets and products to test.” “I think it is almost like an opt-in focus group.”

Slashdot (Jan 22, 2005)
Toys For The Rich To Cultivate Product Popularity. “wake up dudes, the world works in a hierarchical fashion not because it can but because in fact this works well.”

Nouveau by Zaw Thet (Jan 23, 2005)
The Silicon Valley 100 – Truth & Rumors. “…for the same amount of exposure the group of 100 people would each have to tell around 31 people and get them interested enough to go to the company’s website. I think that’s pretty realistic, don’t you?”

Ross Mayfield’s Weblog (Jan 21, 2005)
Free Crap. “Its kind of like schwag for a virtual tradeshow with a decentralized cocktail party.”

Dan Gillmor on Grassroots Journalism, Etc. (Jan 21, 2005)
Buzz-Makers: More Disclosure, Please “What bothers me is the lack of transparency … It’s just an extension of a concept of what some call “buzz marketing” — getting allegedly “regular people” to tout products without disclosing the practice.”

Susan Mernit’s Blog (Jan 21, 2005)
The ultimate connector “…he’s created a Silicon Valley 100 list and is recruiting companies to distribute *stuff* to the influentials he’s compiled.”

Om Malik on Broadband (Jan 22, 2005)
The Schwag Set. “This is a ridiculous idea in a decentralized media environment where experts in the blog-world are more the influencers than those mentioned in the story.”

Silicon Valley Media Watch (Jan 21, 2005)
Silicon Valley 100 will generate “buzz”. “Marketers are expecting the Silicon Valley elite to promote their products in exchange for free stuff.”

Buzz Marketing with Blogs (Jan 22, 2005)
The Connected get more Connected. “get the right handful of people talking about your product, and the masses will follow.”

Silicon Valley Media Watch (Jan 21, 2005)
Silicon Valley 100 will generate “buzz”. “Marketers are expecting the Silicon Valley elite to promote their products in exchange for free stuff.”

Digital Musings (Jan 23, 2005)
Are you a Connector? “It’s a good thing that last year was the year of the Blog because a number of influential bloggers also made the cut…”

Eight Diagrams (Jan 21, 2005)
The Disappearing Line “Traditional media has long had to grapple with the separation of advertising and editorial. At times, those lines have become blurred. Now they are further blurring in the blogosphere as well.”

MEX Blog (Jan 22, 2005)
Silicon Valley 100 macht sich die Superspreader zu Nutze “Auf den ersten Blick eine gute Idee und letztlich ist die Message klar: Mach Dir den Blogger zu Nutze.”

nonablog (Jan 23, 2005)
Cyber Elite “Créé à l’initiative d’une entreprise de marketing, ce groupe se compose d’entrepreneurs, d’avocats, d’investisseurs ou de blogueurs, qui auront le privilège de recevoir des produits gratuits.”

Minding Everybody’s Business (Jan 21, 2005)
Silicon Valley 100 will generate “buzz”

Can I Get A What What (Jan 23, 2005)
Free Crap “As I always say, the best beer is free beer.”

John Tokash’s Weblog (Jan 23, 2005)
The Silicon Valley 100 “Someone PLEASE set up a feed for the SV100. I wonder if they would standardize on a prefix for subject lines of posts that refer to these products….”

Dan Crowther’s (Jan 21, 2005)
Buzz-Makers: More Disclosure, Please

Scoble’s Link Blog (Jan 23, 2005)
Buzz-Makers: More Disclosure, Please (from: Dan Gillmor)

Scoble’s Link Blog (Jan 23, 2005)
Why do they get all the loot? (from: Digital Man’s Outtakes)

New Media Musings (Jan 21, 2005)
Paying bloggers to get buzz.

In Search of Utopia (Jan 21, 2005)
To Any High Tech Company…. “To Any High Tech Company…. Who wants to send me free stuff…Send away baby!”

Michael Martelli Jr.’s Blog (Jan 22, 2005)
New Age Buzz-Marketing: The Silicon Valley 100. “…this group will provide feedback to the makers and hopefully praise these products via word-of-mouth advertising.”

Media Guerrilla (Jan 23, 2005)
Influencer Marketing – The Silicon Valley 100. “High fives to the gang at Stonebrick for exploring this particular direction of an influencer program.”

Digital Man’s Outtakes (Jan 23, 2005)
Why do they get all the loot? “Since they do have the ability to purchase these things relatively easier than average Joe, why not send them to average Joe and see if his thoughts are in line with the big guys/gals?”

Geek News Central (Jan 23, 2005)
Would you write honest opinons of Products if they were given to you? “My question is why not give some of these devices to people that are down in the trenches instead of the famous, rich and well connected.”

There Is No Cat
(Jan 22, 2005)

First against the wall when the revolution comes “…an old Saturday Night Live sketch. Eddie Murphy was made up to be a white man, and when he went out into the world was amazed to find that there was a giant conspiracy among white people where they didn’t have to pay for anything ever, at least not so long as there were no non-white people around. Winks all around.”

Johnnie Moore’s Weblog
(Jan 23, 2005)

More bzzz “Neil Turner and Dan Gilmour … They’re both a bit wary of it.”

4 thoughts on “Silicon Valley 100 introduction

  1. public(MIND)

    Corporate spin = blogging buzz?

    Who is setting the agenda, who is creating good image, reputation and costumer relationships? Well, of course one of my…

  2. Todd Cochrane

    You missed a golden opportunity to put these products in the hands of every day users. Then creating Hype and PR by pointing to their sites and tracking what they had to say and using that in ad print etc, you probably would have created a bigger buzz. Think about the value a company gets by saying we gave 100 of these to everyday users and 92% rated the product XX
    I think some of us, me included will take what the elite people have to say with a grain of salt due to the fact that they are already part of the system. I am not saying I do not appreciate what these movers and shakers have to say but it’s like those that career people working in the beltway they are part of the system. Relationships are built and reputations are at stake so they may be less inclined to say what they really feel.
    Their is nothing more powerful than a happy end user on the other side of the fence one pissed of consumer can do a lot of damage and destroy market share for that company beyond his sphere of friends and family today because of the net, blogs and Goggle. I value what Joe consumer has to say over any magazine or executive.
    I feel you should have reached outside the system and maybe you will some day. You are doing publicly what has been done for a long time already and most of us will wait for objective reviews not one tied to some salesperson or executives mouth.
    I listen to proposals every day and value being able to touch a product, their is a big difference between being shown a projected product with features on power point then holding the product and playing with it. Good Luck with the project. Keep us common folk in mind next go around.

  3. John Furrier

    Influence Marketing – Endorsement Marketing – Getting Paid to Blog

    Big buzz brewing about a concept that I’ve been working on for some time called Endorsement Marketing or Influence Marketing. Another case for new models in advertising around blogs is discussed from Auren Hoffman.


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