The Word: The customer is the story

by Mongezi Mtati (@Mongezi) Increasingly, smart brands are encouraging their followers, fans and evangelists to share their own stories. More brands are setting up themselves up as platforms for customer stories that are worth sharing, rather than placing themselves as the headline act, ahead of the customer.

The Word: Less is more

by Mongezi Mtati (@Mongezi) In theory, the more people a brand reaches, the more likely it is to increase sales and grow an evangelist movement that ensures more future sales. But, contrary to popular theory, a recent experiment has shown that, the less you shout, the more people spread your content more effectively.

The Word: Conversion more important than going viral

by Mongezi Mtati (@Mongezi) “Can you make us go viral?” That’s what some clients still ask whenever we talk about social media and interacting with brand evangelists. It’s a popular buzzword and every brand wants a piece of it. However, going viral, though great for the ego, is often short-lived and may not cause a long-term impact and organise your customers into a community.

The Word: Service-delivery protest ideas to activate evangelists

by Mongezi Mtati (@Mongezi) South Africa sees at least five service delivery protests per day, some of which receive more media attention than others, and they all become the talk of the town. Let’s look at what makes these worth talking about and what we, as marketers, can take away when thinking of building a community of evangelists and managing them.

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