Link from high authority pages to lower ones:

Brands with high advocate populations generate up to 264% more earned media impressions per campaign than brands with fewer advocates.

launched a contest encouraging them to tag the images #totewell for a chance to be featured in company advertising.

building an engaged Alpha Audience through insanely great content and my undivided attention.

There is another aspect to achieving this final stage of fandom ……

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with your Alpha Audience, you know there is a probability they’re processing your information and perhaps even acting on it because they’ve raised their hands and asked for it.

Marketing’s primary goal is to reach consumers at those moments that influence purchasing behavior. Social media is the perfect tool for achieving that goal: It’s the only form of marketing that can touch consumers at each and every stage in the buying process, from when they’re comparing products right through to the period after a purchase. And u

In a study on sports fan loyalty,11 researchers found four stages of “fan-hood:” 1) non-fans; 2) light fans; 3) medium users; and 4) heavy users. Heavy users (the Alpha fans) contribute 80 percent of the revenue to a sports team through ticket sales and merchandise purchases but make up 20 percent or less of the total fan base.

The study proposed distinct marketing strategies aimed at all four user groups with the purpose of moving fans “up the escalator” from one segment to the next. The model emphasizes the importance of satisfying the different needs…

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