Word of Mouth AAF - Spike Jones
Word of Mouth
AAF - Spike Jones
Only SO MUCH can be done online. Take it offline. (Physical rewards, etc)
4 Find your RALLYING CRY
Texas: COME AND TAKE IT, REMEMBER THE ALAMO, DON'T NESS WITH TEXAS
EVERYBODY wants to be a PART OF SOMETHING BIGGER. (Religion, Sports Teams, iPhone Brand Zealots)
5 Think about content (& distribution) differently)
WHY do people share?
Online Personality: "I'm kind of a BIG DEAL on a fairly IRRELEVANT social media site that falsely inflates my EGO."
Facebook version of you: ROCKSTAR
Realistic version of you: COACH POTATOE
Just TALKING about ourselves TRIGGERS rewards mechanisms in OUR BRAINS.
"When people PAY ATTENTION to what what WE SAY it feels EVEN BETTER."
Reasons people SHARE:
To Learn (Information)
1 It's NOT, nor EVER will be about your product
People <- Your Product is the conduit -> Peoples Passion/Interest (Your product must be the conduit)
2 Don't SEEK OUT influence, CREATE it.
Oprah vs. Scissor LARPers (Existing vs. New influencers)
Spike for Chevy. They championed, interviewed and recorded him. Did nothing else. Gave him the footage and EMPOWERED him to become a brand advocate and influencer.
When formalized a community for Chevy, they let Spike recruit, not Chevy Execs/Staff.
"Influence can be CREATED. Passion CAN NOT."
3 Your community IS NOT for everybody.
Communities are not LIKES or Register to PARTICIPATE sites/pages. Numbers/volume does not matter. (3-4% share/traction)
"The #1 Rule about FIGHT CLUB is that NONBODY TALKS ABOUT Fight Club" - Even though they do. Everyone wants to see behind the door and to tell about it. (aka Exclusivity and the buzz around it)