Wikibrands' Sean Moffitt profiles the top influencer programs for 2013, some general thoughts about Influencers and requests for any additions to the list

1. Leading Worldwide
Influencer Programs 2013
June, 2013 @seanmoffitt @wikibrands
Wikibrands - Reinventing Your Organization in a Customer-Driven
Marketplace

2. Participation is the New Brand…
BRAND ENGAGEMENT 2013

3. …but you can’t collaborate with a mob.

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Influencers : Rare People…

5. …Influencers : Rare Skills…

6. …Influencers : Multiple Roles…

7. …Influencers : Multiple Sources
Creatives,
Prosumers,
Hobbyists
Trendwatchers,
Urban,
Keen Observers,
Youth
Employees,
Product testers,
Users, Critics
Bloggers,
Journalists,
Power Users
Social Media,
Passionate
Fans,
Connectors
Famous,
Leaders,
Executives

8. Top 16 Influencer Programs
1. Lululemon Ambassadors
2. Maker’s Mark Embassy
3. Fiskars Fiskateers
4. Microsoft MVPs
5. Mozilla Ambassadors
6. WD-40 Fan Club
7. Lego Ambassador Community
8. Specialized Ambassadors
9. Food-to-Go CrowdExchange
10. American Airlines Klout
11. MLB Fan Cave
12. Threadless Ambassadors
13. eBay Powersellers
14. Julep Mavens
15. Ford Fiesta Agents
16. PEMCO North West Profiles

9. 1. Lululemon Ambassadors
 Public Awareness of Ambassadors
 Product Feedback
 Tiered Ambassador List

10. 2. Maker’s Mark Embassy
 Live Events
 Qualification Criteria
 Direct mail program

11. 3. Fiskars Fiskateers
 User generated Blog Content
 Separate website area
 Live events

12. 4. Microsoft MVPs
 Measured by Influence
 Nomination process
 Exclusive 0.0004%

13. 5. Mozilla Ambassadors
 Gear, T-Shirts and Party
 Join a like-minded community
 Merit-based performance

14. 6. WD-40 Fan Club
 Explore new Uses of Product

 Earn and redeem points
 Exclusive Weekly tips and monthly newsletter

15. 7. LEGO Community
 Product forum
 Regional/local representation
 Can become certified

16. 8. Specialized Bikes Ambassadors
 Niche audiences
 An official profile page
 5 formal responsibilities – event, social, weekly blog post, feedback, knowledge

17. 9. Food To Go CrowdExchange
 QSR-specific
 Group Interaction
 Weekly and grand prize awards

18. 10. American Airlines Klout
 Based on current social footprint
 Immediate product benefit
 Website/Third Paty Integration

19. 11. MLB Fan Cave
 Celebrity access
 Central hub/local spokes
 Partners/sponsors
 Content driven by fans

20. 12. Threadless Ambassadors
 Specific people
 Specific tasks according to talent
 Help organize events/challenges

21. 13. eBay Powersellers
 Financial Incentive
 Quantitatively based – must maintain standing
 Imrpoving commitment and skills to eBay

22. 14. Julep Mavens
 Video testimonials
 Story based environment – real use
 Receive regular shipment of $40 of value each month
 Products sent based on your style quiz

23. 15. Ford Fiesta Agents
 Lifestyle documentary of top agents
 Regular Missions
 Twitter integration and hashtag
 Photo gallery

24. 16. PEMCO Northwest Profiles
 Extensions – Trading Cards/T-shirts
 5 Step Create Your Own Profile
 Video contest
 Customer archetypes

25. Tell us at @wikibrands

26. www.wiki-brands.com
@wikibrands