6. But who are they? Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy Brand adorers - customers / clients particularly happy and display a high degree of affinity and loyalty Brand advocates - customers / clients so satisfied that they are prepared to proselytise for you 6
10. Where and who are Brand Advocates Who are brand/topic/content: Adopters Adorers Advocates 10
11. Brand Advocates What language do they use? Don't be subjective ... Be open minded... 11
12. We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives 12
13. Finding Online Brand Advocates Who are the key influencers - or 'We-fluencers' - top 1% of the top 10% Do you know them? Chat to them (DON’T SELL) 13
15. Refreshing: content, consistently Have a plan Don’t publish just for the sake of publishing Be authentic Be original Add to the conversation – don’t duplicate!
17. Make a statement But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse Comment exchanges (blogs, forums, twitter etc) will make you stand out within search results This can be both good and bad – choose wisely when its best to walk away
19. Not all words are equal Take the word ‘coffee’ as a search term How many searches per day world wide? How many competing pages?
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21. Not all words are equal The term ‘Coffee’ is very generic... ‘Short tail> But there are ways to make your content rank by being specific Welcome to Longtail ...
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23. Not all words are equal But many competing pages But by applying filters you can find topics in a competitive space that will be easier to rank (be found for) and best time of year to post content = most effective use of time and resources
26. Web content In order to have what you write read – or more importantly – found... ... You need to: Understand what language they use – not what you want you would like them to use This is in 2 parts