Thanks to Mack Collier, I read the best blog post I’d seen in awhile last week.
Mack talks about some of the implications of a landmark study by RPI scientists, who have shown that when 10% of a population is passionately committed to an idea it can spread.
(As we have heard ad nauseum) This means businesses need to pay lots of attention to their most committed advocates. The ones who sometimes are “higher maintenance” but who have mad love for a firm/product/brand, etc.
However, the study has also implications for your next PR campaign. Here are a few tidbits I’ve thought about in light of this research, can you add to the list?
- Targeting of outlets and journos, should BEGIN with consideration of media the 10% are consuming. It may not be the same as the other 90%. Apple’s PR department has this down pat.
- In all likelihood you are putting FAR too many resources into scoring coverage or buzz in places and with people that don’t care about you very much. Ask first what you can do for those who love you and they might do to amplify your voice (on their own, absent your direct control).
- Where possible, any kind of social media or peer to peer initiatives done in the digital space should begin with personalized outreach to the most rabid of the 10% and should include clear asks to this cadre (i.e. ‘we need you to share this video on Facebook’, or ‘retweet this’, etc).
- If you are creating content/marketing collateral to help you accomplish numbers 1 or 2 it needs to be tailored to the 10%. Again, kinda obvious in theory, but so often it is not what happens in practice.