Andy’s Answers: How Fiskars created their amazing fan community
The Fiskars fan community has significantly reduced Fiskars’ advertising expenses, generates 13 new product ideas a month, and increased sales 300% — all for a 360 year-old brand. It’s simply one of the best fan communities ever created.
At GasPedal’s recent Word of Mouth Supergenius event, Spike Jones joined us to share the strategies behind how Brains On Fire worked with Fiskars to create this amazing community.
A few of his big ideas:
- It’s not about campaigns, it’s about movements. Movements have a beginning and no end. While campaigns are an on-off switch, movements are volume dials with no zero. The Fiskars fan community is a movement.
- Find the passion conversation. Help fans talk about their passion, not about your products. For Fiskars, it’s not about scissors, it’s about what you do with scissors.
- Movements have inspiring, passionate leaders. When looking for the fans that would lead this community, Brains On Fire didn’t look for the people with the most followers on Twitter, they looked for the people who were most passionate about crafting. As Spike says, passion can’t be created, but influence can.
If you like this presentation, check out our upcoming Word of Mouth Supergenius event in New York on July 20.
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Tags: community, engagement, fiskars, new product development, social media
Categories: Andy's Answers
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Posted by ericpratum on June 3rd, 2010 at 5:53 pm
The point about influencers and passionate people is really just a matter of semantics. If you were looking for influencers for a client and did not have some quantitative or qualitative measure of passion, relevance, approachability, etc, then you really wouldn't be doing the whole job. In all of the influencer research I've ever done, I've tried to never bring an influencer before a client without having assessed their passion level.
At the same time, it's going to be really difficult to figure out what sort of return you're getting on your time investment reaching out to people if you're only measuring them based on passion and not also influence.
My recent post How are newspapers a conversation?
Posted by links for 2010-06-07 « YouCantBuyThat.com on June 7th, 2010 at 9:01 am
[...] Andy’s Answers: How Fiskars created their amazing fan community Spike Jones from Brains on Fire shares their case study on how they built a community for Fiskars scissors. 20 minute video. (tags: marketing wom casestudy) [...]