Paid bloggers. Spokespeople. Models that stand next to cars at an auto show. I’ve heard them all called ambassadors. And I wholeheartedly disagree.
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.
…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.
Posts and a presentation for the good people at Vocus
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.
Providing reasons for people to experience things in groups leads to them sharing that experience out to their social media world.
Don’t forget the human element when you’d like to change your world.