Nearly every brand has realized that integrating social elements into most or all of its marketing programs is essential. Companies are also thinking about social media as an integrated element that spans all of its campaigns and channels – not as its own silo. But enabling people to share a campaign with friends is only half the battle; you’ve got to give them a compelling reason to socialize.
Here are five creative ways to motivate social sharing. We’ll provide insights as to how you can structure campaigns to encourage more people to share, alongside examples of brands that are getting it right.
1. 1. Increase the Payoff When People Share More
With the advent of DIY group deals, you can create campaigns in which the more people share among themselves, the more they all save. The idea of collective benefit also plays to team dynamics: people will mobilize when lots of folks can get a benefit.
Oscar Mayer’s recent program for its new Oscar Mayer Selects hot dogs provides a good example. Oscar Mayer offers consumers a coupon to try the product, and encourages them to come back to share a “Taste-a-Monial” (essentially their personal review of Selects Hot Dogs) to get a second coupon. But this second coupon is progressive in nature: for every 5,000 people who share their Taste-a-Monial, the value of the coupon will increase by $0.50. The value continues to increase until the deal becomes a free pack of hot dogs, or until the promotion ends on August 15. At that point, everyone who shared a Taste-a-Monial will be rewarded their coupon.
Snoop Dogg made headlines recently for the progressive group deals he runs from his Facebook page’s “Shop Snoop Now” ecommerce tab. Each day, one product is featured for a special group deal – the more “Likes” the product gets, the lower the price for the product.
2. Give Them Something Exclusive
Giving people something unique or exclusive in return for sharing can be a powerful motivator — we all want to feel privy to something special.
For example, in a recent campaign to build awareness for recording artist Cady Groves, RCA offered fans a free song download for registering on the Cady Groves website. RCA also incentivized fans to share Cady’s music with their friends by offering a free merchandise pack to every fan who convinces five people to download the song.
Many brands are also rewarding fans by providing early access to content. For example, a big trend we’re seeing in the music industry is “share to reveal,” where fans get advance access to music videos or song tracks in return for sharing with friends.
3 3. Appeal to Their Altruism
People are inherently good. If you make it easy for them to help, they often will — and your brand will get a major boost along the way.
For example, Clarisonic recently ran a fundraising campaign for “Look Good, Feel Better,” a program that helps women battling cancer cope with treatment-related skin changes and hair loss. It contributed a $1 donation for each new “Like” on its Facebook page. The campaign made it fun and easy to share the program with friends by designing different “calls to action” that visitors could choose to share. As a result, Clarisonic generated over 30,000 new Likes on the page.
Of course, many fans will share simply because they love the cause and want to spread the word — so make sure you’ve at least added social elements to all your customer touch points.
4 4. Let Fans Help Create the Offer
Giving fans the ability to choose which version of a product should be offered, or to vote for the discounts or special offers they want to receive, helps ensure they’ll share it. For example, HarperCollins’ Bookperk website, which keeps readers up to date on new books and special deals, lets members select which books will be offered at a discount. Once members have chosen a book, they have the option to log into Facebook and share their selection with friends, therefore spreading the word about the discount.
5. 5. Identify, Recognize and Reward Superfans
Humans are inherently social beings, and like to be recognized for their expertise and achievements. Recognition can be a powerful motivator for social activity.
In the Cady Groves example mentioned above, not only was the campaign successful in getting many fans to share with their friends, but furthermore, quite a few “superfans” took sharing to the next level. They generated their own tweets, direct messages and Facebook posts. Some individuals managed to recruit several hundred new fans to the Cady Groves website and Facebook page.
These superfans aren’t necessarily motivated by the incentive; they’re interested in promoting the artist, getting free merchandise for their friends and establishing their reputation as someone in the know. Smart marketers will look to identify and reward these superfans on an ongoing basis, and further provide them with ways to carry on their message.
Once you’ve identified your superfans, make them part of your marketing mix. Give them preferential or early access to new items, and reward them with recognition on your Facebook page, Twitter or your website.
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