Citizen Marketers: When People Are the Message

For those avid readers of the Church of the Customer blog, you already know what's coming in this post. If you don't yet read Church of the Customer (or listen to the podcast), I would recommend it! Basically, author Ben McConnell is coming to OCLC to speak to staff about the idea contained within his and Jackie's new book, Citizen Marketers: When People are the Message.

Here's the write-up on why we think it's cool (thanks Carrie!):

Ordinary people (i.e. consumers) are banding together to form whole communities of online advocates. The power to publish is no longer held by gatekeepers. Anyone with an internet connection and some knowledge of social media can broadcast their opinions to many.

Businesses are quickly learning that these individuals can either boost their sales or plummet their revenues, sometimes overnight. Suddenly, anyone has the ability to influence consumer loyalty, product innovations and marketing campaigns.

A new participatory culture of business has emerged. Are you prepared?

Since 2000, Ben McConnell and Jackie Huba have been researching the effects of word of mouth on customer loyalty and how that can build into customer evangelism.

Their previous book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, was praised by The New York Times as “the new mantra for entrepreneurial success,” and Forbes dubbed it “the word of mouth gospel.”

McConnell and Huba have advised companies such as Starbucks, Microsoft, Ulta, General Mills, Discovery Education, Eli Lilly, PBS, the Corporation for Public Broadcasting and others. They are also advisory board members to the Word of Mouth Marketing Association (WOMMA).

Ben McConnell will speak at OCLC Online Computer Library Center in Dublin, Ohio February 22, 2007 from 2-3 p.m. This event is free and open to the public, but registration is required. (So we can plan for seating!)

Ben McConnell will also be available for signings after the presentation.

For directions to OCLC, click here.