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January 19, 2008
The power of exclusivity
Computer companies learned long ago that communities form around products. Like it or not, influentials and opinion-leaders end up driving the bus. User groups were created (with or without the company) run by boards of committed, outspoken (sometimes hostile) users. If you've thought twice about opening your organization up to mainstream, social media, you may want to consider the power of an exclusive group of customers -- the zealots. Give them their own gated community and access to your organization. But it's not just about the inside product development information. It's about giving them a bit of power and bragging rights. People want to be insiders or specially invited to be part of a group. Of course, you have to remember that what you say behind closed doors, can and will be used in the court of public opinion. But then, that's the point . . . and the power. Your zealots will share what they deem valuable with others.
Posted by Bob Brin at January 19, 2008 7:29 AM
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