To ignite a community’s enthusiasm for your product, it’s vital to talk about “movements” rather than marketing, Brains on Fire’s Spike Jones said at Gaspedal’s Word of Mouth Supergenius conference. By focusing on passion rather than products, and by serving customers’ needs to belong to something bigger than themselves, Jones claims you can build a movement with its own momentum around your product. SmartBrief/SmartBlog on Social Media
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