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Getting in the Circle of Trust

For many purchases consumers lean on their Circle of Trust to assist them in making the right decisions. The Circle is not limited to friends and family members. It can also include people who are perceived as experts or have experience with the product category. By and large these people are grouped into three categories:owners,experts,and brand governors. [...]

October 31st,2010 | Tags:,, | Category:Concept,Knowledge,Social Media | Leave a comment

What is a facebook fan worth?

What is a facebook fan worth? The question is intriguing. Marketers struggle with the valuation of social initiatives. While no one questions the value of someone advocating your brand,people question the impact of a social campaign. [...]

February 22nd,2010 | Tags:,,,,,, | Category:Concept,Social Media | 7 comments

Vicarious Brand Experiences

Cokes expedition 206 makes you wonder if this was the best way to engage coke fans globally. Sure the winning team gets a once-in-a-lifetime experience,but how enriching is the brand experience to the billion of global coke drinkers? Or the 3.7 million fans on facebook? What’s in it for them? Why should they care? Is there a better experience to engage more people in Coke’s Happiness campaign? [...]

October 30th,2009 | Tags:,,,,, | Category:Concept,Entertainment,Social Media | Leave a comment

Are your advocates persuasive or on the lunatic fringe?

Watching the Barney Frank confrontation the other day reminded me of advocacy. Advocates are a powerful means of persuasion in marketing. Typically an advocate will be more persuasive than advertising. They are passionate about the product. They talk in consumer,not product terms. Advocates are great —unless they are on the lunatic fringe. [...]

August 21st,2009 | Tags: | Category:Concept | Leave a comment