... and Facilitators are the key kinds of people you need to be passionate about your product according to Jackie Huba and Ben McConnell in their new book, Citizen Marketers. I love the sub-title: "When People Are the Message."
Writes McConnell, "From the professional journalist whose part-time hobby of maintaining the Starbucks Gossip blog (Filter), to the blogger who loves McDonalds and wants the company simply to be 'awesome' (Fanatic), to the car owner who maintains an online community for fans of the Mini Cooper (Facilitator), to the teenager who unwittingly drove up sales of a webcam brand with her impromptu video demonstration on YouTube (Firecracker), the work of the citizen marketer is varied but the categories are often remarkably consistent."
Are you one of the 1 Percenters?
It is packed with fresh ideas and case histories to back up their slick, alliterative "for F" follow-up to Malcolm Gladwell's The Tipping Point. The popular Church of the Customer bloggers have clearly done their homework so that even those who don't usually read business books may enjoy this one. Look for it in January. It is already picking up buzz.