Comments on: How to Use “Us vs Them” Stories to create Social Media Evangelists

By: taylormarek

taylormarek — Tue, 25 May 2010 01:32:10 +0000

Awesome post Dan. I can always count on you to pull out the “science behind social media” and tell it like it is. Keep it up!

By: Momma

Momma — Thu, 04 Mar 2010 21:08:47 +0000

There is a book called "Switch, How to change things when change is hard." You should really read this first chapter. The premise is much like yours.

http://heathbrothers.com/switch/chapterone.php

By: Favorite Articles and Popular Tweets of the Week – 2/26/10

Favorite Articles and Popular Tweets of the Week – 2/26/10 — Sat, 27 Feb 2010 02:35:05 +0000

[...] How to Use “Us vs Them” Stories to Create Social Media Evangelists – Dan Zarrella explains how marketers can use the viral belief system in order to create evangelists. [...]

By: This week’s most clicked | SmartBlog On Social Media

This week’s most clicked | SmartBlog On Social Media — Fri, 26 Feb 2010 20:12:32 +0000

[...] To build a fan base, pick a fight [...]

By: Fernando Martins

Fernando Martins — Fri, 26 Feb 2010 19:51:27 +0000

Fantastic article! You're spot on, Dan!

By: womenable

womenable — Thu, 25 Feb 2010 21:59:00 +0000

I can't help but think that this zero-sum-game strategy emanates from an “art of war” perspective than from an art of business viewpoint. From the perspective of many women business owners (and men as well), one can do well by doing good, and one does not have to climb to victory over the bodies of one's competitors.

By: @brandlessons

@brandlessons — Thu, 25 Feb 2010 04:01:56 +0000

@sebasluke You couldn't have it said it any better.

By: links for 2010-02-24 « Francis Anderson

links for 2010-02-24 « Francis Anderson — Thu, 25 Feb 2010 01:02:40 +0000

[...] How to Use “Us vs Them” Stories to create Social Media Evangelists Us vs them is one of the oldest, and most powerful marketing ideas. Apple is a quintessential example: from their beginnings they’ve portrayed themselves as the small guy against the big powerful bully. In 1983 it was IBM and more recently its been Microsoft. The company turns customers into evangelists who are more than happy to spread the word about the good fight, but how exactly does it work? [...]

By: Linked Media Group

Linked Media Group — Thu, 25 Feb 2010 00:23:20 +0000

You did a good job of synthesizing complex marketing methodologies to hero/villain “stories” – these methods have been used not only for marketing purposes but to rally the troops since the time Rome invaded the British Isles. Twitter was on the other side of the story in their early days but has now “met the enemy and he is us” (Pogo), building on your metaphorical analysis.

By: sandyallnock

sandyallnock — Wed, 24 Feb 2010 23:49:57 +0000

Interesting idea….my brain is trying to figure out how to turn my org's purpose into something that would engender this kind of evangelism. (We send out blank handmade cards to deployed troops so they can write home.) “War is keeping families apart”….”Sons can't send love to Mom for Mother's Day” ?? Hmm. Needs more brain power. Maybe I need more java! lol.

By: katherinemoody

katherinemoody — Wed, 24 Feb 2010 20:08:25 +0000

Have to admit I don't understand everything you say, but what I do get? I like! I identified what I consider the villains, victims and wronging in job search advice, but was not sure how to communicate that. Thank you for a great post.

By: katherinemoody

katherinemoody — Wed, 24 Feb 2010 20:05:54 +0000

I can't say I understand everything you say but the parts I get? I like them. Your writing about Social Media is some of the smartest and most useful I've found. Thank you for sharing your unique perspective. That in itself has been a wonderful example for me. Now I'm going off to talk about the villains, victims and wronging in my articles for jobseekers.

By: Richard Everts

Richard Everts — Wed, 24 Feb 2010 19:57:05 +0000

Yeh, I think you're pretty spot on.

It's a common sales term as well called the Yes-Set close. It doesn't necessarily take 99 iterations before acceptance, but merely a yes-yes-close format. i.e.:
Do you like coming to shop here?
Is it easy to find us?
Did this product catch your eye?
Are you ready to buy it now?
Will you want to take delivery next week?
Sometimes you'll have to repeat the yes-set close a couple of times but essentially it's a similar system in that steps 1-3 lead to action in step 4. It's a sales job, one way or the other.

Throwing in the victim card is easy, especially here in the States as we're conditioned to "root" for the underdog constantly. People should remember though that Americans love to destroy their heroes as well, as there was a time when people were rooting for Microsoft, just as they rooted for Google and are now starting to turn on them.

Love the post. Looking forward to more.

By: sebasluke

sebasluke — Wed, 24 Feb 2010 19:05:53 +0000

Wooooow it really is an impressive point of view. Don't remember who said “don't create a business, create a cause” I've been thinking about it and realised that perhaps the only way to create a cause is to identify an enemy, a much bigger stronger enemy, so you can fight like Poet Warrior (William Wallace style) and feel way inspired.

You made it clear for me with this post that it may be in the right track, and perhaps it's a strategy worth applying. Thanks for that!