Tuesday, December 19, 2006

Marketing the social way

Marketing is a team effort, and it's nice to see marketers teaming up with customers to make their initiatives more meaningful. In a ClickZ article, Mark Kingdon reports on a WOMMA conference panel discussion in which presenters discussed ways to successfully integrate themselves into social networking sites. One of my favorite points offered is, "Demonstrate that you're knowledgeable and credible, someone who can contribute to the knowledgebase. Think about how to create this level of participation among the communities you create." In other words, don't just be there for the sake of being there; Bring something of value to the table.

Along these lines, I found a WOMMA report on the Nintendo Wii ambassador program. It's a really interesting case study of how to put an ambassador program together, particularly since Nintendo's efforts are so well documented. Nintendo sought out and recruited enthusiasts who would host secret Wii gaming parties. According to the Go Nintendo site, "Wii Ambassador Program: The yearlong initiative identified ambassadors in markets throughout the country. These ambassadors are of three categories: multigenerational families, hard-core gamers and modern moms. During the initial phase, Nintendo hosted events for each ambassador and 30 of his or her closest friends and relatives. The events offered an opportunity for everyday people from all walks of life to play Wii for the first time and share their experiences with others." This effort was supplemented by a number of other promotion tactics including a MySpace page, countdown events, and brand partnerships. This example raises the question of how librarians can do a better job of engaging their biggest fans to export the "library experience" into people's homes and among the community.

Categories: promising_promotions | real_life | tips_to_try

1 comment:

marianne richmond said...

Jill,

Glad you found the WOMMA blog post worthwhile!

In my other life I am the mother of 2 teenage sons who would rather do anything than read a book; I wish more librarians would think creatively about marketing.