Philosophy

 

Engage Your Vocal Minority—The Rest Will Follow

Social media teaches us that focusing on the influencers, tastemakers and creator-class of an affinity group pays off… big time!

Traditional marketing doctrine states that firms should try to get their message to reach the masses. But successful social media marketing has turned that idea on its head.

Facebook, Twitter, YouTube, Flickr, Foursquare and eVite all focused on enrolling the most important 3-10% of their audience, to great effect.

If you can engage that “vocal minority,” or what Gartner calls the “creator” and “influencer” classes, then they will happily help you convert the masses.

Successful social media is rooted in providing utility to users. And that utility has self-marketing DNA built in—users become marketers of those utilities simply by using them. As such, most brands and media are benefitting Facebook, Twitter and other large social media sites more than they are benefitting themselves.

We hold that media and brands need to complement their mainstream programming and marketing with permission marketing, where the they own the relationship with the user, not the big social media sites.

SpectrumDNA provides apps and platforms that engage and enroll the influential hand-raisers among your users, who then propagate your messaging to the masses through our intelligent integration with popular social media sites.

SpectrumDNA’s applications cross-pollinate the editorial quality of traditional media with the utility of social media. This combination offers a new class of value to your customers who will sing your praises through their social media channels.

Take your Addictionary widget anywhere.

Sites that have deployed our There Ought to be a Word widget (one element of the Addictionary platform) have seen 30-40% engagement.