Courtship Of The Brand Crazy

Ben McConnell at Church of the Customer looks at the so-called 1% rule for social media sites.

It would appear that small groups of people often turn out to be the principal value creators of a democratized community. Over time, their work fuels widespread interaction that engages the non-participating community and attracts new ones. If continually nurtured, the community can become a self-sustaining generator of content and value.

I think we need to pay attention to the “if continually nurtured” part. Given how important the 1% of brand zealots are to the overall community, the question for marketers is how to best cultivate a long term relationship with these volunteer advocates.
Let them write the brand’s blog. There’s one idea. More are needed.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.