DOWNLOAD: From Customers to Fans: A Breakdown of the Technology Customer Types (Graham Brown mobileYouth)

1. mobileyouth.org http://www.mobileyouth.org/post/from-customers-to-fans-a-breakdown-of-the-technology-customer-types/
Graham Brown
Mobile Youth
From Customers to Fans: A Breakdown of the
Technology Customer Types
FROM CUSTOMERS TO FANS: BREAKDOWN OF THE MARKET
Size Who are they? Role
Fans 10%
of the
market
Employees, co-
workers, vocal
customers who
“get it” and love
the product
Key influencers, advocates and educators. Focus on
breaking down the walls to help Fans tell their story
and broadcast to the customer base. Commit all your
energy to the Fans and leverage their lines of influence
to shape the market.
Observers 20% Silent Fans who
are to be
convinced that
going public with
their affections or
ideas is a good
idea
The bridge between Fans and the mass market. 2nd
wave of adopters
Skeptics 50% The silent majority
who are easily
swayed one way
or the other
Skeptics only come on board when the Social Proof
from Fans and Observers is strong enough to de-risk
any change in behavior.
Critics 20% The vocal
opposition. The
“Yes, buts”. The
naysayers
Critics will continue to fiercely oppose any change,
product or technology simply because their position of
opposition gives them significance. Do not waste
energy to convert the Critic. Focus energies on those
that matter and use the mass market to silence the
critic.
More Technology Marketing Concepts Explained
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2. Paid vs Earned Media: How to Sell Technology using Word of Mouth
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From Customers to Fans: A Breakdown of the Technology Customer Types
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More From Graham Brown’s Series on How to Sell Technology
Why you need to become a Farmer not a Hunter to sell technology
Give customers what they need: Not more technology but more Social Space
Don’t Teach a Pig to Sing: Why you should master the internal sale first when selling
technology
Why People Buy Technology: Social Proof
These 2 Social Experiments Show How Stories Sell Technology
Privacy drives the next wave of Social Media Apps
If you want to sell technology, stop trying to “have a conversation” with your customers
What the Oscars and Ellen’s Selfie teaches us about selling mobile phones
Change Your Metaphors: How great leaders sell technology
The Paradox of Quality: Why Better Technology Fails
Technology Companies need to Embrace the Unofficial or Die
The 90-10 Rule: Focus on the 10% that influences the 90%