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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 06. Conversational Capital and Advocacy

Just as Conversational Capital should not be mistaken for buzz, neither should it confused with advocacy.

Advocacy—the vocal support of consumers to their peers—is an excellent thing. That’s what word-of-mouth success does. As we discussed in Chapter 05, “Conversational Capital Is Not Buzz,” advocacy is the most authoritative form of marketing communication because it is sincere and generally unsolicited.

The key difference between advocacy and Conversational Capital is one of degree. What we’ve observed about Conversational Capital is that it raises the stakes of advocacy even higher. Conversational Capital doesn’t just create advocates. In many cases, it creates converts.

True Cirque du Soleil fans ...

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