We can generally break down people who interact with us, our company, or our brand, into three groups: Antagonists, Apathetics, and Advocates. These three groups can be plotted on a bell curve with normal distribution. While the actual percentage differs depending on the category, the topic/issue, or the brand/company, they roughly fall out the following way.
70-80% Apathatic: The vast majority falls into the Apathetic group since these are the people who have no real strong feelings one way or another. In an acquisition strategy, they may be the ones most easily brought into the Advocacy group.
10-15% Advocates: These are the people who love you! They use you regularly and talk about you to other people. In social media marketing, consider these the potential Influencers (or at least a subset of this group). Help them spread your word!
10-15% Antagonists: These are the people who actively don’t like you. They are the Bizarro version of Advocates, who will go out of their way to criticize and spread the bad word about you. In social media marketing, consider them the ones you are least likely to convert. However, this does not mean they should be ignored. Often, their perspectives are valid and you can learn a lot from them. Plus, they are often the foil for Advocates. They should be embraced (within reason).
2 comments:
Highly off-topic to this post...
I was going to bring this up in class when we were talking about brand-sponsored TV & Internet video, etc. Tim and Eric are a comedy team (who also have a show on Adult Swim). You could say that they specialize in absurdist humor, especially around the topic of bad or low-budget marketing/production values (satires of educational programming, hokey "For Your Health" segments on local news broadcasts). Back when the mega-budget Shrek 3 was coming out, they produced this quiet, but prolific little campaign on their website in faux-sponsorship of it:
http://www.timanderic.com/movies.html
(scroll down to Shrek promos)
Later on, Absolut Vodka actually gave them the opportunity to do a product plug for real, giving them cart blanche to do a skit of whatever they wanted so long as they mentioned/used the product. Of course, they went absolutely nuts with that (see the three vodka videos on the same page).
Nice! Goes to show how there really is less distinction in terms of what is mainstream and what is niche.
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