How To Turn Fans Into Brand Ambassadors [Headlines]


Keep your fans engaging with your brand by doing things such as helping them feel like part of a deeper community or ask them questions that generate discussions.

Valentina Park
  • 15 july 2011

The introduction of Malcolm Gladwell’s The Tipping Point in 2000 was a tipping point in its own right. Ever since that book was published, marketers have been obsessed with cultivating influencers — those members of the public whose messages go further than most. Experts on social media marketing have a few tips that any brand in any category can use to create a devoted following. Here are a few:

  1. Dave Balter, the CEO of BzzAgent, a word-of-mouth marketing agency, says the first thing you should do is take stock of your existing fan base. “Understand who is a fan and who is already an advocate,” he says. Of course, there are tools on the market, like Klout, that let you do this.
  2. Getting people to “like” your brand on Facebook is great, but you still have to generate discussion and activity. A simple way to encourage engagement is to ask fans questions.
  3. “One quick way to turn someone into an advocate is to ‘bring them into the fold’ and to help them feel part of the deeper community,” Balter says.
  4. So if you don’t market new computers and smartphones, how do you get people to care about your brand? Jeremiah Owyang, a partner at Altimeter Group, calls this practice “going up to the lifestyle level.”



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