Andy on Twitter

  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
  • Wonder if our Govt will figure out how search works and understand we want to find news on Google and it takes us t… ,
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Converting Followers to Activists

Ask a marketer how they are doing on the social media front and you are likely to get a long list of data points. Many of these centered on followers. You’ll hear comments like – “Oh we rock on Twitter, like XXX gazillion people are following us”. Or, “our Facebook community is amazing, XX have joined”.

The question is, how many of these people are real activists vs, ‘slactavists’. Now, I’m defining slactavists pretty liberally here. I’m speaking about the large number of people that with the convenience of a mouse click join or subscribe and rarely, if ever, engage. They might not even follow. Really.

I’ve seen this more extreme term — slactivists – popping up more. They are the folks that join, subscribe, friend only to do little or nothing. Sure, you have permission to market to them. But can you convert them into active followers or better still, activists – people engaged in your brand.

The issue for marketers is balancing this small army out with activists. People who will activate demand, interest, and excitement. There are a couple of keys:

  1. Relate to causes. At Dell we learnt this through our ReGeneration project. We gave our followers a chance to get express themselves on all things green. The key here is that the reason they join might not be the reason they move to being an activist.  You need to work hard to figure out what really motivates your communities – and then become a source of insight and information
  2. Give them a platform and vehicle to get engaged. Ideastorm is our vehicle for doing this. As are our communities. But don’t understimate the ability of left-field ideas to drive engagement. We learnt this through our project with Grafiti on Facebook where thousands drew images of what green meant to them and tens of thousands voted. We achieved amazing engagement by allowing people to express themselves in a non written way – and at almost no cost to us.
  3. Make everything social. Social isn’t a point strategy that can be confined to a discrete project. Everything, internal and external needs to be be made social. Transparency doesn’t just breed accountability, it also drives engagement.

Every marketing effort will need to look at drawing a line between slactavists and activists. Building the base of slactivists will be important – converting them to activists will be even more important.

One Response

  1. By Tom O’Brien on July 12th, 2010 at 8:57 am

    Andy:

    If you really want to turn your fans (people who like you) into Advocates (people you recommend to others) you have to understand what makes them tick. Research into underlying motivations and drivers to reveal what specific competitive advantage your brand has vs. direct competitors through the eyes of your advocates.

    They you know what buttons to push. It’s more like politics these days.

    Tom O’Brien
    @tomob
    MotiveQuest LLC

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