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« Handling Customer Feedback | Main | Will It Blend? How to Mix Offline Efforts with Online Customer Service » Two tools to mobilize the believers in your social networksPosted by Bob Brin on March 20, 2010 at March 20, 2010 2:11 PMTapping into your social networks involves finding and activating the people who are already engaged and likely to cheer on your cause. These influencers care and actively share with their networks. As we tune our Ambassador Mobilization Process (AMP) we've come across a couple of cool tools for motivating and mobilizing believers. BunchBall is all about the science of engagement through entertainment and incentives. People want a sense of status and they enjoy competition, even if their ultimate driver is altruism. BunchBall's Nitro platform is the engine. Of course, the hard (or should I say creative?) part is master-minding the competitive challenge and fueling those human desires. Witness Dunder Mifflin Infinity where you join this virtual version of The Office and work your way up from intern to Assistant Regional Manager by completing tasks and earning SchruteBucks all the way. We all have a little of the Dwight stuff. 
We learned in our work for GiveMN.org that it's vital to have a well-planned, systematically executed ambassador program for those people and organizations who want to tell someone about your news. It involves letting your supporters know you're listening and giving them everything they need to easily share your story and engage others. WildFire is another tool that automates that effort, providing a platform for mobilizing your network of ambassadors or influencers. The National Urban League is using this tool to power its empowerment of supporters at iamempowered.com. 
The WildFire platform gives supporters tasks to carry out. They earn impact points for recruiting, friending, sharing or just learning more, such as reading an article or watching a video. As you might expect, WildFire came from the non-profit world, but I think it has huge potential in the B2C and B2B world. You'll want to turn off the feature that asks users to offer up their friends' email addresses. But we think tools like WildFire with its action pack templates should help social networkers fire up their believers.
Trackback PingsTrackBack URL for this entry: CommentsBob, Thanks for including Wildfire Platform in your post! Great feedback on turning off the action request to share contact email. We will definitely consider that going forward. What are your thoughts around B2C and B2B? How do you see this being similar application and what are some possible differences that we should consider? Joe Hamm Posted by: Joe Hamm at March 22, 2010 8:27 PM Hi, Joe, marketers in B2B and B2C don't necessarily connect with terms like "grass roots." It may sound like a contradition, but the appeal to a marketer has to be about marketing success, yet they need to think more like a non-profit and find what people care about. Hint: it's not usually a product. Posted by: Bob Brin at March 23, 2010 10:56 AM Post a comment |
