There is a need for you to focus on building a community with critical base of participants/followers. True fans, as described by Kevin Kelly, former editor, Wired, are those who are willing to spend at least their one-day salary a year on your products or services. Again, there could be many more ways to define who the true fans are.
Creating true fans is really tough!
Kevin Kelly, former editor, Wired, has over 5 million fans, but how many of them are true fans?
Here is how he tried to find the answer…
His study revealed that over 36% of 5 million Google Plus friends are not active. They had created a profile but that’s it. They are not home.
1000 true fans is just an indicator. You may need only 100 true fans or 1,00,000 true fans, depending on who you are.
It took over ten years for Sense Worldwide, a co-creation consulting firm, to build a 2000 member network of by-invitation based community of co-creators
Table illustratingFacebook fans of India’s leading mobile phone companies.
There are four levels of participants – based on their level of commitment to the project. The category is constant, but the participants do not belong to one category or other for ever. Someone can be a follower today, but can become an evangelist, tomorrow.
Case example: Life Edited contest of Graham Hill
Graham Hill’s contest brief …the incentives of his project
There are followers
Those who retweet, like the project are evangelists
Those who offer comments on the submitted ideas…they are disciples
And those who submit ideas are co-creators.
Promoting Co-creation/Crowd Sourcing Projects
Promotion Date: 23-06-2012 Chennai Consulting Services
“Most organizationsspend their timemarketing to the crowd.Smart organizationsassemble the tribe” • Seth Godin
IncentiveCash, Discount,Premium information Consulting Services
Socializing Idea Frames features interesting photographs shared by its fans and followers, who “can grab your day of fame by uploading interesting photographs” Consulting Services
Altruism Idea’s Citizen Journalists project promotes video content posted by general public on serious civic, social issues Consulting Services
Four Types of Participants They know and also let othersThey know what know what They add value to They do what youyou do you do what you do do on your behalf Followers Evangelists Disciples Co-creators
• Life Edited ContestTo build 420 sq ft Apartment