Wednesday, December 15, 2010

Social Brand Evangelism

In Social Networks like Facebook and Twitter, there are a subset of people that are extremely vocal in their support of a brand, product, or company.  For some reason, this group of people (call them Social Brand Evangelists), find some pleasure in touting their love of a product (iPhones, iPads, graphics cards, TVs, XBOX, t-shirts, or whatever).  Here is the dirty secret...  I think most of these Social Brand Evangelists are "on the payroll" or "in it for something else".  The loudest proponents and evangelists are employees and especially marketing employees... they constantly blab about themselves, share links about their companies, and the like.  The second set are doing it for 1 reason: to try to win something...  a contest or a sweepstakes system (such as Karmaback's own system) prompted them to share to enter to win (this is not a bad thing).

But magic hour happens, in my mind, in the truly informal.  The Social Brand Evangelist who does NOT squawk off constantly about a brand, but who makes a subtle recommendation to a friend JUST at the right time!

How can you make your customers so delighted, that when no-one is looking (not contest, no sweepstakes, no employees)... they make the recommendation to a friend because they think it's the right recommendation?

If you can do that... you've won.

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