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How do we get someone to pass on "brand- gossip" to another person?
Using social influence marketing seems to be a good way to start positive "brand-gossip" online. How do we create value for one-person to pass that "brand-gossip" to another person? The co-created "brand hijack" comes to mind here, but what value can someone find in passing a positive brand experience/suggestion to another less informed, but potentional customer?
This question is from Miles Austin's presentation "5 Sales 2.0 Tools You Can't Do Without" at our 2010 Focus Interactive Summit: Evolving Your Sales Game.
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3 Answers
"Gossip" has such negative connotations. We all do it, but hijacking a brand -- even if some companies have bad management and offensive practices -- just doesn't seem like it fits into a quality PR professional's code of ethics. So, my question is: why even entertain the thought? You could destroy peoples' jobs, morale, future... think about the repercussions first.
1. If you will be seen as cool or smart by using the product or service. (iPhone)
2. If this will solve other person's problem and you will be seen as part of the solution. (Suggest Google Docs or a great dentist)
3. If using the product by others will make your life better. (Skype, telephone, network effect)
OK... now i found Seth Godin's post about it: "I spread your idea because..." http://sethgodin.typepad.com/seths_blog/2010/10/ideas-spread-when.html
I hope this helps,
Priit Kallas
For people to spread products and ideas, they have to have an excellent user experience. If they don't, they won't pass it on -- or, they will pass on something negative, which you probably don't want out there. A great way for your buzz to become visible, is to put the product in the hands of industry thought leaders, people who are being followed and read by others for product information. Again, something you need to keep in mind is what kind of experience they are getting -- experience spans beyond just product, but also support and any other touchpoint. Another great way to have people talk about you is become useful. Create useful content, answer people's questions, send them useful resources (which may or may not be yours).
Hope this helps!
- Maria
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