Brands go overboard about the quantity of following they have in social channels. More following is a great news. But it is of no use if brands do not know to make use of the creativity of followers for innovation or marketing.
We use something called: ‘Social Funnel’. It presents a new conversion road map. It supposes that a brand can get four types of participation from its community for its social media activity such as an idea contest or a developer challenge.
The Funnel gives four labels for contributors: followers, evange-lists, disciples, and creators.
Followers are curious to know what a brand is up to. They would remain subscribed to a brand’s channels of communication: newsletters, feeds, social pages.
Evangelists are more than followers. They like what a brand does. Hence, they promote it. Evangelists amplify a brand’s reach by sharing it’s content. They create a positive word of mouth.
Disciples are converts. They would spend what it takes to complete a brand task. They would submit ideas for idea contests. Take time for surveys or polls. They review prototypes. Disciples add value.
Creators do what brands do. They configure, customize or co-create products. They answer queries of newbie users in forums - offering customer support, which is doing a brand’s job. Creators create value.
These labels are of course generic. And no member remains with one category forever. A follower of a brand can become a creator or the other way round. Conversion gets a new meaning in social business. It is different from the conversion of a potential customer into customer. The key challenge for social brands is to convert followers as evangelists. Evangelists into disciples; and disciples into creators. It may sound simple. But it is about making content and products engaging.