The Zuberance Manifesto

Zuberance advocates these five ideas for companies and marketers to thrive in The Groundswell:

1. Be authentic. Do not use paid shills to spread your message virally or otherwise. Companies (and their agencies) that use these slimy tactics will be outed and punished by consumers. When you screw up, admit it and take your lumps. Regaining lost trust starts with being authentic.
2. The world has changed. Get over it. Companies that think they can “control” the message and the market dialogue have their heads in the sand. Your customers, partners, and influencers are connected and talking about you. Participate or perish.
3. Focus on advocacy. The goal of all marketing is advocacy, not awareness. Your mission: create a thriving community of authentic advocates who will evangelize you to their peers. Creating rampant advocacy starts by focusing on creating positive customer experiences.
4. Change your marketing practices, not your media. Many marketers are simply grafting new media onto old practices. They’re still viewing consumers as “targets” and marketing as “campaigns.” It’s time to radically re-think the role and purpose of marketing.
5. Do the right thing, even when it costs you money. All this talk about being customer-centric really gets down to one thing: do the right thing for your customers and partners, even when it costs you money. Customer loyalty and advocacy is a two-way street

Turn Word of Mouth into sales now.  Find out more at www.zuberance.com.