We need to use our
BRAND AMBASSDORS so they can get some VIRAL BUZZ and our COMMUNITY INFLUENCERS can EVANGELIZE the PRODUCT SEEDING and create some SOCIAL MEDIA about it. Then we’ll TWEET about it and update our FACEBOOK status.
CHALLENGES: • Fiskars was seen
as the “milk and saltine crackers” of their industry. • Bland and not memorable. • Internal skepticism that brand could stand for something more than orange-handled scissors.
THE PASSION CONVERSATION: Reframe the
conversation from about scissors to about people celebrating their creativity and sharing their personal lives with each other. Create and support a positive blog community, supported by Fiskars. A community led not by the best technical scrapbookers, but by the most passionate. Empower the community to collaborate with Fiskars, share ideas, and spread the love.
FISKATEERS SUCCESS: • Less than
24 hours after allowing Fiskateers to be invited in, we had reached our original six-month goal of 200 members. • 600% increase in online conversations calling Fiskars by name in first year of the movement. • 1,800+ active and engaged Fiskateers within the first 12 months. • Visitors to the site from 50 countries, and members from all 50 U.S. States as well as Canada, Australia, South Africa, the United Kingdom, New Zealand, and other countries. • In Q1 2007, stores that had a visit from a lead Fiskateer experienced 3 times the sales growth of other stores. (source: FISKARS sales dept) • Currently 7,500+ members; 83% increase in membership from 2007-2008. • 85% of Fiskateers are highly likely to recommend Fiskars. 57% say they recommend Fiskars all the time. (source: 2008 Annual survey)
PRODUCT INNOVATION: • Fiskars’ product
development engineers host live chats with the Fiskateers. • 26 online surveys to gather input and ideas in 2008 alone. • Idea engine on site where Fiskateers can make suggestions, and rate each others’ ideas. • 30% community response rate for product surveys. • Average 13 new product ideas per month. • In 2008, Fiskateers named 12 new ink colors, Fiskars’ new squeeze punches, and helped the Fiskars engineers redesign 4 paper trimmers and other products set to launch in 2009.
Within each of us there
is a song waiting to be let out. Celebrated. Ampliﬁed. Whether you are 8 or 80. Looking to perform for thousands or just your girlfriend. Whether you are a beginner or a guitar God. The song should be played. You feel the power of the music inside.