One thing you can never find enough of on the internet are opinions.From long-form leaked missives, quippy ranting reddit collections, super smart gif’s about big datato an unrelenting mass of short-form 140 character tweets (or is it 140+ nowadays?), there are a plethora of opinionated (sometimes brilliant) people creating plenty of cringe or crave-worthy content. So how can marketers put those opinions to work for your brand/team/community? We suggest guiding their engagements through a well-tailored data collection fan activator, like a voting campaign. A voting campaign is one of many engaging ways to collect specific customer data to fill in your gaps in exchange for entertainment, incentives or just a visible outlet to voice an opinion. For example, when a brand asks their social media audiences to offer a vote in exchange of using a social login they give entry into a sweepstakes or send a digital coupon. Before you get into the mechanisms of the vote, make sure you set up a good framework for this most hallowed and Democratic of processes, keeping it focused and on target is paramount for reaching the right outcome. Below are the 5 steps we use to define and launch a voting program while gathering some good-looking data points about your target market pre, during and post your voting event.
This first step is the most important of the five. Spending the right amount of time and using the correct data resources you have collected in your past efforts helps to create a solid foundation for your fan engagement program.
As Steve Jobs once famously said, “Focusing is about saying No.”
What are you wanting to accomplish with your voting (or any fan engagement) program? Try limiting these write-ups to one sentence with a max of two goals for each engagement. It will help eliminate the noise that inundates your busy work lives and will help you say “No” to the things that derail these clearly stated efforts. If it doesn't work towards your goal say “No”, and have the signed goal statement in your back pocket as your safety blanket.
Opening up your voting program to the community, and not having it take place behind closed doors or velvet ropes, creates excitement and elicits fervored involvement (not to say it shouldn’t be targeted to the correct audience). Real-time voting or voting within designated time bands, is a powerful way to share voice with your audience. Create passion pre- and post-event by putting a slice of your brand's presence on your fans plates.