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

Whatcha think?