Interest Group Model

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Many brands have zero true fans

The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.

God is dead — at least by definition

In the absence of a god or of gods by definition, we're left with complex human belief-systems. And these belief-systems are real, for sure.

Conversion theory — the disproportionate influence of minorities

The conversion theory explains why minorities, despite smaller numbers, can defeat majorities simply by holding their opinions more strongly.

The “slight edge” in inbound marketing

Finishing second in inbound marketing is long-term expensive. Harness your slight edge and make 100% sure you come out on top.

The engagement pyramid, the 1/9/90 rule, and the interest group model

Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.