Studying in depth the topic initiated in the previous post I will talk about consumers’ evangelism. When the influencers become very active and influential, they are called evangelism users. Those users creates content and generates a lot of traffic within comments, blogs and videos. The influence of those users in other consumers is very big. In addition, it influences and adds a lot of value to the brand by contributing with new ideas for new products, new ways and moments to use a product, new designs or improvements for an existing product. Those users have a lot of importance in the developing are of the company and their comments ought to be taken into account.
A study made in 2012 showed that the percentage of users that look for information of a product or services in the different sources is:
- 28.6% in web pages that collect reviews from other web pages and makes comparisons.
- 27.06% in the company’s webpage
- 20.3% in a company wall on social networks
- 5.9% in blogs about brands
Despite blogs about brands are the source where users go less to look for information, blogs in general are the source that more information and comments generates, they are the most active source. Evangelists and users connect in all of those sources and share information about the brand and its products.
Evangelism users build a strong relationship with the brand which results in a proactive attitude that brings a lot of benefits to the company. They can help the brand reach new costumers, achieve a better reputation in the social media world, come up with new ideas for their products, become know worldwide. In addition, they will tell the brand what is wrong and they will surely try to solve it, they will make the companies’ video’s viral, etc.
To sum up, companies should identify those users and give them privilegies, value their suggestions and make an effort to multiply the positive effort that those users generate for the brand.