Ways to Encourage Customers to Share Your Content

1. Increase the Payoff When People Share More-With the advent of DIY group deals, you can create campaigns in which the more people share among themselves, the more they all save. The idea of collective benefit also plays to team dynamics: people will mobilize when lots of folks can get a benefit.

Oscar Mayer’s recent program for its new Oscar Mayer Selects hot dogs provides a good example. Oscar Mayer offers consumers a coupon to try the product, and encourages them to come back to share a “Taste-a-Monial” (essentially their personal review of Selects Hot Dogs) to get a second coupon. But this second coupon is progressive in nature: for every 5,000 people who share their Taste-a-Monial, the value of the coupon will increase by $0.50. The value continues to increase until the deal becomes a free pack of hot dogs, or until the promotion ends on August 15. At that point, everyone who shared a Taste-a-Monial will be rewarded their coupon,

2. Give Them Something Exclusive

Giving people something unique or exclusive in return for sharing can be a powerful motivator — we all want to feel privy to something special.

For example, in a recent campaign to build awareness for recording artist Cady Groves, RCA offered fans a free song download for registering on the Cady Groves website. RCA also incentivized fans to share Cady’s music with their friends by offering a free merchandise pack to every fan who convinces five people to download the song.

Many brands are also rewarding fans by providing early access to content. For example, a big trend we’re seeing in the music industry is “share to reveal,” where fans get advance access to music videos or song tracks in return for sharing with friends.

3. Appeal to Their Altruism

People are inherently good. If you make it easy for them to help, they often will — and your brand will get a major boost along the way.

For example, Clarisonic recently ran a fundraising campaign for “Look Good, Feel Better,” a program that helps women battling cancer cope with treatment-related skin changes and hair loss. It contributed a $1 donation for each new “Like” on its Facebook page. The campaign made it fun and easy to share the program with friends by designing different “calls to action” that visitors could choose to share. As a result, Clarisonic generated over 30,000 new Likes on the page.

Of course, many fans will share simply because they love the cause and want to spread the word — so make sure you’ve at least added social elements to all your customer touch points.

4. Let Fans Help Create the Offer

Giving fans the ability to choose which version of a product should be offered, or to vote for the discounts or special offers they want to receive, helps ensure they’ll share it. For example, HarperCollins’ Bookperk website, which keeps readers up to date on new books and special deals, lets members select which books will be offered at a discount. Once members have chosen a book, they have the option to log into Facebook and share their selection with friends, therefore spreading the word about the discount.

Read Full article: http://mashable.com/2011/07/12/encourage-social-sharing/

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