Notes about Building a Posse – Social Marketing Kung Fu
3 buckets
- diff motivations that they care about
- don’t identify them and put them in the right bucket - you’ll lose them or they’ll go rogue
1) rockstars - want to be affiliated with the brand and have it’s fame shine onto themselves (what can they get out of their relationship with you) - respect amongst peers
2) gardeners - diligently test your system for bugs (kind quiet emails that notify us of our mistakes)
3) interns - gain practical knowledge to advance their careers - loan yourself out - you give me skills, I give you labor
clearly identify what they want to do and need constraints
they’ll feel that they’re authorized to speak on the company’s behalf - they’re not
- be clear that they are here to accomplish very specific goals and tasks
- make the objective the objective
specific goal:
- translation project - see int’l growth and diff languages
- starting with japanese - people out there answering questions full-time in their free time
- listen and pay attention to them
- brought on japanese intern
- get market research from japanese
- keep asking what your market is doing
- keep pinging people
- create strings to be translated
- pitting countries against each other (in a friendly way)
- recognize contributors publicly and amplify it
- build assets through recognizing people
- fb, content goes to die
- hootups
- don’t start support in other languages until you have “critical mass”/enough momentum
- customer support can be an endless black hole for time/money -> not necessarily the key to success in tech
- next belt - unpleasant situations
- figure out what makes your helper click - credit internally, public pats on the back,
- comment obsessively
- reinforce and build their confidence by giving them inspiring and rewarding tasks
- have them participate and put their name on it
- use visual assets
