The document discusses different types of individuals that can help spread word-of-mouth marketing for a brand - influentials, evangelists, and fans. It provides examples of how scissors company Fiskars identified influencers in the scrapbooking space, empowered passionate crafters as evangelists by bringing them to headquarters, and saw fans help spread the word organically. The result was over 1000 Fiskateers registered and a 341% increase in online discussion of the brand.

1. Learn more about WOMMA and how
we can help you improve your word
of mouth marketing program at
www.womma.org.
This presentation is from:
(c) 2006 Word of Mouth Marketing Association.
You may share this presentation if it is not altered in any way.

2. Influencers,
Virginia Miracle
Evangelists
and Fans
(oh my!)
December 12, 2006

3. Who are the evangelists,
influentials & fans?

4. • 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
others.
– Can be developed
• Fans – People who love you
– Can be inspired, multiply

5. How do you work
with them?

7. Situation
Fiskars wanted to create
a sustainable, customer-
led movement to
improve the visibility and
sales of their
scrapbooking products

8. Influencers
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

9. Evangelists
We interviewed
passionate crafters all
over the US looking for
credible, passionate
voices in online and
offline hubs who were
energized by sharing
their knowledge and love

10. We brought them to Fiskars HQ, and
empowered them to take the reigns.

11. 5 components
of the Fiskateers
curriculum
•DNA
•Scrap U
•Being an Ambassador
•Infection
•Bring it Home

12. Fans
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.

16. Results
•1000+ Fiskateers have
registered (more than 5x goal
for 2006)
• Online discussion of Fiskars
is up 341% (goal 10%)
•We have Fiskateers
members in 49 US States

17. The US-based www.Fiskateers.com has
already attracted readers from 47 countries.

18. FSKATR 3
Stephenie, without letting
anyone know, took it upon
herself to order a
Fiskateer customized
license plate.
That’s Fiskars Love!