Book review: Citizen Marketers
I wrote earlier about this book, and the MarketingProfs book group discussion about it. The discussion starts here, if you’re a MarketingProfs member.
When I wrote the first post about this book, I was really taken with it. I still am, but my enthusiasm is a little bit tempered now. I wasn’t exactly sure what to expect. After the first third or so, I started to expect a nice pat “This is how it works” book. Turns out (unsurprisingly) that this is actually a “This is how it works so far” sort of book. On the whole, the book is an excellent and very well researched look at social media and the relatively new found (potential) power of private individuals and/or groups broadly influence opinion about a brand or product. The book is loaded with fascinating case studies, some of which you’re probably familiar with, others that are new. Dell Hell, Fiona Apple (very interesting) and Snakes On A Plane are a few of the examples that are evaluated in depth.
McConnell and Huba also lay out the “Four Fs” of citizen marketers, which is a great way to think about these influencers. The ‘Fs’ are:
- Filters: Folks who collect and distribute info about brands/products. Kind of like a human news service. Generally objective, but focused on their niche.
- Fanatics: Fanboys for sure. Mostly cheerleaders, but can also be harsh critics.
- Facillitators: Think of online community managers and you’ve got the right idea. These folks help build grassroots communities around products/brands.
- Firecrackers: One shot deals that are usually viral. Some funky video or stunt or song or animation that captures the essence of something in an intense way, and gets passed around.
Another great takeaway for me was a kind of offhand note toward the back of the book. They noted that Peter Kim of Forrester Research has advocated for “Participation” to be added to the traditional Four Ps of marketing (Price, Product, Place, Promotion). This is right on, and the better marketers among us will embrace that truth as a bit of an edge over the less savvy or more buttoned down marketers.
Overall this was a very enjoyable read. They’ve got an easy to read writing style and they really dig into their case studies. I’m a co-teacher this semester for an introductory marketing class and while this text won’t get used in the class, it’ll definitely be informing some of my thinking and comments as we move through the class.
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1 opinion for Book review: Citizen Marketers
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Jan 17, 2007 at 12:51 pm
From 4P to CREF…
Disclaimer: CREF is an idea by Sami Salmenkivi whom I’m currently writing a book with. I claim no ownership of this idea. If you want to get in touch with him, let me know and I’ll supply you with contact details.
The four P’s of m…