1. Learn more about WOMMA and how
we can help you improve your word
of mouth marketing program at
www.womma.org.
This presentation is from:
(c) 2006 Word of Mouth Marketing Association.
You may share this presentation if it is not altered in any way.
4. • Influentials – Opinion leaders. Specifically,
opinion leader in your category.
– Can be courted
• Evangelists – Individuals empowered to take a
leadership role in extending your brand to
others.
– Can be developed
• Fans – People who love you
– Can be inspired, multiply
7. Situation
Fiskars wanted to create
a sustainable, customer-
led movement to
improve the visibility and
sales of their
scrapbooking products
8. Influencers
Brains on Fire identified store
owners, designers, teachers, and
bloggers as influencers
We interviewed them about Fiskars,
crafting, and the program design
Result: Program was jump started
with their Buy In and Credibility
10. We brought them to Fiskars HQ, and
empowered them to take the reigns.
11. 5 components
of the Fiskateers
curriculum
•DNA
•Scrap U
•Being an Ambassador
•Infection
•Bring it Home
12. Fans
As soon as the blog launched,
Fiskars fans spread the word
on message boards, in stores,
and at crops.
Tools then helped the word
spread amongst fans and
create new ones.
13.
14.
15.
16. Results
•1000+ Fiskateers have
registered (more than 5x goal
for 2006)
• Online discussion of Fiskars
is up 341% (goal 10%)
•We have Fiskateers
members in 49 US States
