The Everyday Evangelist

If the word Evangelists immediately triggers thoughts of religion, conversion and Sunday morning TV, you haven’t been reading enough business blogs.

In business and marketing we talk about Evangelists as valuable and special folk who like to share their thoughts and feelings about an industry, company or product.

Dictionary.com refers to them as: “a person marked by evangelical enthusiasm for or support of any cause.”

They share news, review offerings, connect people and build a following of interested and usually like minded folk. Evangelists like being the first, loudest, strongest and have probably built a big following around their niche.

You May Have Heard Of…

Guy Kawasaki was Apple Computer’s Evangalist (now he’s a Guy/Alltop Evangalist), Gary Vaynerchuk is a wine evangelist (and a Gary evangelist) while Chris Brogan and Seth Godin are communications and marketing evangelists ( i read both religiously). The latest Evangelist that I’ve been following closely is Louis Grey, they call him a “real time web evangelist” . Some evangalists are so loud that I can’t follow them at all *cough* Robert Scoble .

While Evangelists may cover very different topics, the common trait is that their thoughts and opinions are seen as valuable, by many people. Because of that value, they have a bigger, louder voice than most of us, leading smart companies to court their favor.

The idea of having Seth, Chris, Gary or Guy talk about your company is exciting, but the odds are stacked against it. Everyone wants their attention. Instead, I want to introduce you to a different type of evangelist, one that’s growing bigger and more powerful everyday.

If the traditional Brand Evangelist is an innovator or early adopter, then Everyday evangelists are based firmly in the early majority, they’re the hump (well probably just before the hump). They like lots of things and probably have a variety of interests. They’re not necessarily the first, loudest, strongest and they don’t have the biggest following.

But, there are a lot of them. there are a lot of us.

“They” are the people like you and me who have a voice online, however big or small it may be. Alone we probably wont create ripples in an industry like Guy Kawasaki or Louis Gray or Chris Brogan, but there are way more of “us” than there are of them.

Voice and Impact

The great thing about the mass adoption of communications tools like social networks, blogs and twitter is that we don’t need to have a huge voice, to have an impact. Everyone building a network of friends connected by twitter or Facebook is building a voice. While it may be small, it has impact.

Think back to the last movie you went to, or book you read. Who recommended you see /read it? Probably a friend or a loved one, regardless it was someone who’s opinion you trusted enough to spend the $10 and hours of your time.

We’re Here

The Everyday Evangelist is here. It’s you, me and the friend of a friend that added you to facebook because you met once. We are the friend to friend channel, the most valuable channel for a brand or message to be passed around in.

So, I have a question for you, how is your company catering to the Everyday Evangelist?

I guarantee your business has them, you probably call them customers.

Photo Cred: feastoffun

Chris Brogan

First, remember that everyone in this game starts with roughly the same deck of cards. We just play differently.

Second, you're right that there are MORE, but then the problem becomes aggregation. You have to be able to take all the little raindrops and turn them into a torrential storm (hat tip, @cspenn).

Finally, making things happen is a process of trial and error. Keep trying. It's how I figured out the very few things I know.

Thanks for the great read. Oh, one last story:

I saw Guy live onstage in December 1983, where he was promoting the first ever Apple Macintosh. He came to the Boston Computer Society in Cambridge, and I was there with my Dad, ooing and awwwing over the first ever Mac, but also oooing and ahhhing over Guy's presentation style and his enthusiasm. I told my Dad, "I want to do what he does for a living." My dad said, "No way. There's no future in that."

: )

jsloss

Love it.

For folks looking to build out their network online, Chris is a master at insightful and value added comments.

Thank you sir.

Alli Worthington

Here Via Louis-

Excellent piece.

Love this- "The great thing about the mass adoption of communications tools like social networks, blogs and twitter is that we don’t need to have a huge voice, to have an impact."

Louis Gray

The best evangelists are those who do so because they really care and have passion. That comes through in sharp contrast from those who are bought and sold. I care about what I care about because I enjoy it and because I see real potential, even when things are very new.

And I will not stop. :)

Thanks for the plug. Great blog.

jsloss

Yes, it's very apparent the differences between those who truly care and those bought and sold, and I think most people are smart enough to know the difference. Hence the rather strong following that you have.

Thanks for the kudos, I'm an avid reader of your blog!

Neil Godin

Hey Jess. This is a particularly good post in my opinion. Particularly the line... "I guarantee your business has them, you probably call them customers." A great reminder to go nuts on product and service quality -- and get those evangelists evangelizing.
Neil Godin

jsloss

Thanks Neil. I totally agree, it's about service and that something special that gives people a reason to talk and share. Go nuts on service!

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