Transcript of "Who are the Evangelists, Influentials & Fans?"
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(c) 2006 Word of Mouth Marketing Association.
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December 12, 2006
• 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
– Can be developed
• Fans – People who love you
– Can be inspired, multiply
Fiskars wanted to create
a sustainable, customer-
led movement to
improve the visibility and
sales of their
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
passionate crafters all
over the US looking for
voices in online and
offline hubs who were
energized by sharing
their knowledge and love
We brought them to Fiskars HQ, and
empowered them to take the reigns.
of the Fiskateers
•Being an Ambassador
•Bring it Home
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.
•1000+ Fiskateers have
registered (more than 5x goal
• Online discussion of Fiskars
is up 341% (goal 10%)
•We have Fiskateers
members in 49 US States
The US-based www.Fiskateers.com has
already attracted readers from 47 countries.
Stephenie, without letting
anyone know, took it upon
herself to order a
That’s Fiskars Love!
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