CHAPTER 6Advocates and Evangels
INFLUENCING THE INFLUENCERS
No discussion of advocacy or evangelism would be complete without a few words from the advocates and brand fans themselves. I wanted to hear the reasons advocates do what they do, from their own mouths and keyboards. Toward this end, I talked to and researched three types of advocates: influencers (bloggers), ordinary Netizen advocates, and brand evangels.
To understand the blogging community, I asked Collective Bias (CB) to help me. CB has an established blogger community called Social Fabric with a proven track record of engagement.
Here’s how CB describes itself: “Collective Bias, a shopper media agency, builds true relationships between brands, retailers and consumers through its ...
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