While awareness and buzz can be generated through a number of means, truly sustainable WOM and Brand Evangelism can only be achieved through a committed and systematic approach.

Zócalo Group’s holistic and proven methodology with word of mouth marketing and brand evangelism, ensures that organizations, brands and companies take the critical steps to build the right foundation – and then identify and engage with those influencers who matter most. Once engaged, a system of “continuous provement” provides on-going opportunities to stay connected with individuals and organizations who have a personal and vested interest in your success.

Zócalo Group Influencer EcoSystem® Continuity is the Key

At Zócalo Group, we believe that sustainable WOM and Brand Evangelism operates on a continuous cycle.

The Influencer Ecosystem consists of five primary groups:

Brand Evangelists: Customers who are positively passionate about a product or company and proactively share their experiences.

Industry Eminents: The approximate 200-400 individuals who are the true leading voices or thought leaders in a particular category or industry.

Peer Influencers: The one person in 10, by category, who is a quantifiable influencer and impacts the perceptions and buying behaviors of friends, colleagues, family and others.

Bees: Mass market “buzz creators” on the lookout for the “next great thing" – and enjoy being in the know – until the next “hot” thing comes along.

Determined Detractors: Individuals and organizations who are likely to initiate and/or perpetuate negative WOM.

• “Hear-Me’s” – Individuals, often peer influencers, who have an issue and want to be heard by the company.  Ignoring or minimizing their concerns often leads to increased aggressiveness.  Acknowledging and addressing concerns often leads to advocacy.
• “Reputation Terrorists” – Individuals who have a personal and/or vested interest in publicly criticizing a company or brand. Their goal? Create change by negatively impacting your reputation.
• “Competitive Destroyers” – Individuals who create a negative situation or highlight potentially damaging information about a company.  Their goal: to put you out of business.

All the groups are inter-related.  Peer Influencers look to the Industry Eminents to gain deep insight.  Industry Eminents listen to the Brand Evangelists and Peer Influencers to ensure they have real world insights. And everyone can be infected with the unchecked negativity of Determined Detractors.  You get the picture.

Sustainable WOM and Brand Evangelism requires understanding, identifying and targeting each group.  Focus on only one group and you may very well generate short term awareness or buzz.  But the cycle will be broken when a Peer Influencer looks to what the “real” experts are saying and they haven’t heard of or understand your product or service.

Zócalo Group helps companies build the right foundation and then identify, target and engage with critical influencers across the entire ecosystem.