This document discusses how to identify and leverage brand evangelists through social media and in-person events. It provides tips on finding evangelists online using tools like Google alerts and Klout. Three main motivators that can turn evangelists into advocates are benefits, perks, and acknowledgement. In-person events are recommended for building strong connections with evangelists and producing online content that spreads brand messaging widely. Events should target different demographics and social platforms. Recycling event content through tools like Storify can further extend the online reach. The key is providing an ongoing engagement program for advocates.