It’s not rocket science. But it IS hard work. And that’s why you don’t see many brands ever doing it. Love Taylor Swift or hate her, there’s something to be learned here.
You see, the Fiskars community – as heralded as it was – looks nothing like the community that was created some years back that led to 600% increase in online mentions. Or the one that caused a 300% increase in sales in key markets. Or the one that brought a community together online and off to create unbreakable bonds.
Prepared for the worst? Great. Now it’s time to prepare for the best.
…when programs are built with a barrier of entry, we see a 30+ percent engagement rate, versus a less than 10 percent engagement rate when it’s a cattle call.
Remember: it doesn’t have to be big gestures, just special ones.
Since I’ve previously experienced it, I know what’s coming. But what makes it fun for me is to watch someone else experience it for the first time. In other words, I delight in their surprise and delight.
Don’t get me wrong, you need to cultivate relationships with both the influential and the passionate (and when those two are found in one group/individual, even better). But when it comes to those who will be picking up the banner and leading the charge, passion trumps influence. Every. Single. Time.
Providing reasons for people to experience things in groups leads to them sharing that experience out to their social media world.