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Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe

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THE THREE PILLARS OF ACTIVATION: CONTENT, CONVERSATION, AND COMMENDATIONS

By establishing a universal currency system of reward and recognition, brands can begin to leverage the natural loyalty and innate desire to spread positive news about personal purchase, consumption, and service experiences.
I’m going to outline the three pillars that support this offering. Only one of them is obvious, whereas the other two are relatively new thoughts. However, I first want to recap on the 6-C model I introduced in Join the Conversation—as it provides both context and framework for this dynamic interplay and incentive methodology.

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