There are several stories about brands starting out as an idea in social media, they achieve a fan base, start a business and some of the fan base start advocating the brand through their network. One such example is "bacon salt".
What began as a tribe quickly multiplied into 37,000 fans on Facebook and MySpace. Over time the buzz moved across to newspaper articles, TV interviews and PR. Their success began with a small group of self-identified fans of a category.
There are millions of members in various social networks, and a fan base can be created in thousands around more or less any idea or venture, however, they will never translate into millions of buzz-spreaders.
What we have learnt from past experiences is that it’s generally a small percentage of the community within the network who spread the word — about about 1 percent... often described as the "one percenters".
These "one percenters" are the roots to much buzz and PR around a product and there has been a lot of research in how to identify and charecterise the "one percenters". Finding the formula for this would be the holy grail for most marketeers. What we have learnt however is that they are not the usual suspects of early adopters or blogger advocates. They are hidden across all demographics, networks and on-line behaviours.
The reason for them to act as ambassadors appear to be unique from case to case and individual to individual, the challenge is to identfiy what makes them act and how to attract them.
The "one percenters" is a term created by Jackie Huba and Ben McConnell in the book Citizen Marketers
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