The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency

CHAPTER 6Advocates and Evangels

INFLUENCING THE INFLUENCERS

No discussion of advocacy or evangelism would be complete without a few words from the advocates and brand fans themselves. I wanted to hear the reasons advocates do what they do, from their own mouths and keyboards. Toward this end, I talked to and researched three types of advocates: influencers (bloggers), ordinary Netizen advocates, and brand evangels.

To understand the blogging community, I asked Collective Bias (CB) to help me. CB has an established blogger community called Social Fabric with a proven track record of engagement.

Here’s how CB describes itself: “Collective Bias, a shopper media agency, builds true relationships between brands, retailers and consumers through its ...