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.
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.
Revisiting seeding your program with initial conversations before it even begins.
Klout, influence, passion and Muppets.
Any guesses? And no, it’s not influence.
Take a closer look, because it might not be the right people.