At the core of Community-Driven Marketing is the need to Find Your Raving Fans.
The people who "paint their faces" with your colors at the football games.
These people-in an attention economy-are worth 100x of your casual fans and your passive observers.
And once you find them, you need to understand what motivates them.
Take a look at this exchange I had with Linda on Facebook.
Clearly, she's excited about the product, she understands permission vs. interruption (see her last comment) and she's doing this simply because she wants to...she gets no money for it.
So, elotta.com has a "raving fan" in Linda. They need to find her and figure out what else they can do to help her spread the word.
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Comments
Linda said on 10.31.2008 at 10:56 PM
What's interesting about this Jeremy is that I would actually not necessarily consider myself a raving fan. In fact, I have only ordered from them once. My POV is just that I think some people spend way too much on Crocs! So I just want to save them $. I have lots of other fave sites and discounts to share btw :)
However, I do think your point still holds true - how do they get me to do more for them. That is the bottom line...