Walter Pike

Integrated Ad strategy in the social era, Social Network Analysis. Speaker.
Location:Jozi, South Africa


Walter Pike (@walterpike), the founder of PiKE | New Marketing (, brings data, tech, social science and marketing, advertising and PR skills together in a Social 3.0 methodology called DIRECTED ACTIVISM which he then deploys in brands, social change and political election campaigns.

Provides INSIGHTS into Social Networks by analysing their structure and the roles of participants and recommends strategy based on that.

Professional PUBLIC SPEAKER on the future of Advertising.
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Current employment

PiKE | Social Era Campaigns - http://


B.Com, MBL
Year completed:1994
Education level:Masters
Institution:School of Business Leadership
Location:Pretoria, South Africa
[BizTrends 2016] How ideas will spread in 2016

The advertising and marketing problem is one of spreading ideas. The fundamental nature of idea-spreading changes in the social era because the structure of media changes...

By Walter Pike 1 Feb 2016

The gist of The Gathering's 'game changers'

There were many hot topics at the fourth ever #DMGathering, held on Thursday, 11 June in Midrand. This year's conference was themed 'game changers'. Here are a handful of my highlights...

By Walter Pike 15 Jun 2015

The world changed at midnight - marketing, too

The business of marketing is the business of spreading ideas. We may want to spread the idea that people should trust in us, to believe in us...

By Walter Pike 20 May 2015

Do you actually know who the influencers are or is your influencer marketing a joke?

Amanda Sevasti is a well-known commentator on all things digital and a judge at the Bookmark Awards for 2015. She's been sharing her judging experience on Twitter...

By Walter Pike 27 Jan 2015

'Zelda: Don't tug on Superman's cape', and other social media lessons

Zelda la Grange must have thought she was Superwoman when she changed her Twitter profile name to Zelda van Riebeeck and started sounding off...

By Walter Pike 20 Jan 2015

What is the real measure of social media success?

In the early evangelist days of social media, we spoke a lot about 'joining the conversation'. The idea was that social media is word of mouth on steroids...

By Walter Pike 8 Jan 2015

The elephant in the room is Julius

If I had to award a prize for the marketer of the year, that prize would go to Julius Malema and his Economic Freedom Fighters (EFF)...

By Walter Pike 18 Dec 2014

December's #illridewithyou: One of the year's biggest Twitter events

An allegedly mentally deranged man walked into a Lindt store in downtown Sydney on Monday 15 December, and took the patrons hostage. The man happened to be Muslim...

By Walter Pike 17 Dec 2014

Defensive strategy in a game challenger brands are doomed to lose

Although he's spent many years in advertising, Walter Pike doesn't attend ad industry events as frequently as he did before. Here he shares insights from the NAB bites event earlier this year...

By Walter Pike 15 Dec 2014

If you want to grow, go for the marketing swingers, not the followers

All election campaign managers know the importance of targeting the swing voters. The theory is that in any campaign, there's a group of voters who will support one political party or another no matter what...

By Walter Pike 10 Dec 2014

So where did FNB mess up?

Quite honestly I am not going to go down the road of criticising FNB for getting involved in either politics or religion with its "You Can Help" campaign. Although on that subject I have to point out that as a global megatrend there is a strong argument that says that corporates need to involve themselves with social issues. Ask Starbucks what it feels to be on the receiving end of not doing so.

By Walter Pike 1 Feb 2013

General Motors drops Facebook advertising on eave of IPO: Why?

General Motors (GM), the third biggest advertising spender in the US, has announced that it would no longer be allocating any budget to Facebook advertising because paid ads on the site have little impact on consumers' car purchases, according to a GM official. This news has had the web buzzing with wildly differing views. Here's my take.

By Walter Pike 16 May 2012

#bankwars: if this is a case study, what does it illustrate?

I have a slide in my deck which I often pull out when I want to talk about how advertising has lost much of its power. It's a research-based index of the trustworthiness of various professions. There is no surprise that, at the bottom of list, taking pride of place as the least trustworthy of all professions are politicians. Second from the bottom are advertising specialists...

By Walter Pike 28 Feb 2012

#bankwars: Standard Bank tries to do a Frankies

I was speaking at an event on Thursday afternoon, 23 February 2012, about the changing media landscape and the inability of companies to control the conversation, the need to listen and understand the discussion and what is happening in the community, and rather the need to facilitate the discussion. Afterwards, I checked my Twitter stream - and saw the start of the Standard Bank/FNB firestorm. It was almost as if they had done it to help me make my point.

By Walter Pike 24 Feb 2012

How Woolworths lost its mojo

There was a time, those of us of a certain age will remember, when Woolworths was held up in marketing classes as a brand that had been built entirely on word of mouth. That has now changed.

By Walter Pike 2 Feb 2012

[2012 trends] Whoosh! The year in which nothing happens

In 2012, things will stay the same. Everyone still believes that marketing has not changed and that social is a channel. Yes they are starting to understand how important channel is but they have not and will not grasp just how much.

By Walter Pike 20 Jan 2012

Getting to grips with social media

South African corporates are in the process of getting to grips with social media and what it really means and how to make it work. The biggest of all the disinformation in the market is that it's merely another channel and the principles of marketing stay the same. The truth is that it's nothing like what has been understood as marketing.

By Walter Pike 9 Nov 2011

Steve Jobs - he changed our world

If you visit today, Thursday, 6 October 2011, you will be greeted with a black and white picture with the title "Steve Jobs (1955 -2011)" - a simple elegant tribute to a legend, a master marketer who understood that the brand is built by the customers' experience and by what they tell their friends. He also understood how to look at the world and totally disregard the status quo and reinvent it afresh.

By Walter Pike 6 Oct 2011

Nando's: it tastes like chicken but where is the Peri-Peri?

Nando's is a master at opportunistic advertising, frequently managing to take advantage of the buzz in the market and turning the conversation to be about itself. The late 2010 campaign poking fun at Cell C was excellent, as was Cell C's way of dealing with it, and it had the opportunity to kick on from here with a proper new marketing campaign - but it has blown it. [video]

By Walter Pike 13 Jun 2011

The Vodacom relaunch - what an appalling waste

Once upon a time when I was the client services director at an ad agency in Cape Town I advised a client to reallocate the bulk of his advertising budget to solve the problem because as I said to him - "there is no advertising solution to this - we'll spend your ad budget next financial year".

By Walter Pike 19 Apr 2011

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