Here are five things I bookmarked:
An advocate for your brand has a higher value than a regular customer. They spend more, are likely to keep spending and even increase spending as time goes on. (Guess we should be working on turning regular consumers into advocates, huh?)
Companies cannot control their message online. You may have someone leave a negative comment, but just because you have don’t have a Facebook page, that won’t stop people from commenting online. Use this as an opportunity to make a customer happier. At least you can respond.
Play to the emotional middle. Stories that appeal to us make us pay attention. Those are the ones we remember. (Be genuine. People can sense when you’re not.)
It doesn’t matter if you’re face to face with a customer or the customer is visiting your website. Emotions exist whenever the customer is interacting with you.
What is the difference between a banner ad on the Internet and a Facebook recommendation from a friend? It’s the social context that makes all the difference. It’s the new word of mouth advertising.
Have you read this book? What did you think?