Customer Evangelist Marketing
Micro Persuasion: Preaching to the Converted
Rules for larger organizations, but the ideas pattern to small companys too.
* Find: Step one is to use tools like PubSub, Feedster and Technorati to locate where the hubs of evangelists gather. Then get a sense for the scale of their networks by drawing a blog map. Your goal here is to find who your evangelists are.
(alternative is direct contact via phone, email etc)
* Listen: Once you've honed in on who your online influencers are, you need to listen to them actively. Know what makes them tick. Why are they enthusiastic about your company and products? What commonalities do they share?
* Engage: Once you’ve located your brand evangelists and fully understand how influential they are, you are ready to engage them in a dialogue. This can be as simple as starting an email conversation to build rapport. A more powerful venue, however, is launching your own blog so that your employees can engage customers in a transparent dialogue that everyone can see and participate in.
(Likely one spokesperson for small company)
* Empower: At the highest level, companies that are fortunate enough to have very vocal raving fans can try to hatch marketing programs that empower these consumers to shepherd your message. This might even entail giving them the right to blog on your site.
(Comments may be enough for small company)
Rules for larger organizations, but the ideas pattern to small companys too.
* Find: Step one is to use tools like PubSub, Feedster and Technorati to locate where the hubs of evangelists gather. Then get a sense for the scale of their networks by drawing a blog map. Your goal here is to find who your evangelists are.
(alternative is direct contact via phone, email etc)
* Listen: Once you've honed in on who your online influencers are, you need to listen to them actively. Know what makes them tick. Why are they enthusiastic about your company and products? What commonalities do they share?
* Engage: Once you’ve located your brand evangelists and fully understand how influential they are, you are ready to engage them in a dialogue. This can be as simple as starting an email conversation to build rapport. A more powerful venue, however, is launching your own blog so that your employees can engage customers in a transparent dialogue that everyone can see and participate in.
(Likely one spokesperson for small company)
* Empower: At the highest level, companies that are fortunate enough to have very vocal raving fans can try to hatch marketing programs that empower these consumers to shepherd your message. This might even entail giving them the right to blog on your site.
(Comments may be enough for small company)
posted by JTH at 2:27 PM
0 Comments:
Post a Comment
<< Home