Jackie Huba talks about the 1% of creators who opulate 99% of online content- the 1 percenters – a motercycle gang.

One percent rule – citizen marketers, about 1 percent created content and maybe 10% interact with the content, yet the content benifits the entire community. Because only 1 percent create content, they need to be watched more closely.

And now, with all the possibilities to create content via mobile, via YouTube, Facebook, Twitter, Social Networks. It’s also more important to pay attention to word of mouth, it was always important, but now, more important.

Jackie brings up the net promoter score and shows the correlation to higher sales. She brings up evangelism and fans with people who are enthusatic (next highest form of loyality) and the highest form (ownership).

Note: I think it would great if we could find a measure of demonstrated ownership using Radian6, Crimson Hexagon, Alterian/Techrigy/SM2.

Jackie brings up the Dominos story and with the growing use of Twitter, YouTube, Social Network that make it easier and easier to have the viral network spread amplified by mainstream media who will pick up on what people are talking about.

As soon as the Domino’s hoax came out, Domino’s responded effectively, but they didn’t have many outlets till then. But now, you can’t afford to wait even minutes, and need to monitor weekends, as a lot of this stuff happens on weekends.

Jackie Huba brings up the Motrin Moms #motrinmoms and when the 1 percenters create content, they generally don’t care what anyone thinks. Due the immediate response from 1 percenters the entire campaign was pulled from all it’s channels. And maybe MSM forgets, but Google doesn’t.

Note: Jackie points out something that is not entirely correct – Twitter only shows the last 10 days of data, and while the perception is immortality of data is a given, but in many cases, there are holes in that perception, more than you think.

Bacon Salt – story of a small brand that produce Bacon Salt and Baconaise… They used Social Media (Oprah) to get attention- they went from being unknown to the holy Grail of marketing. Bacon Lube….ugh.

Jackie points out people spread the message. Jackie Huba mentions Fiscars and scrapbooking (Fiscars required a few evanglists to promote the art of Scrap Booking) – Fiscateers – with custom scissors… This wasn’t a social media campaign, yet it incorporated Social Media. The agency who created this is Brands On Fire.

Stores that have Fiscateers involved have 3x the sales of Fiscars product than those that don’t – which makes sense.

Social Media is about people, it’s about participation and include offline events.

Three points
1. Listen and Respond
2. Use “Attraction Strategies” – make what ever you do “spreadable”
3. Citizen participation

Great session- she’s a good speaker and worked the room well.

Btw, typed this post with one finger on my iPhone, forgive my spelling, grammer lapses and lack of hyperlinks.