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Virginia Miracle Influencers,Evangelistsand Fans (oh my!)

December 12, 2006

Who are the evangelists,influentials & fans?

• Influentials – Opinion leaders. Specifically,opinion leader in your category.– Can be courted

• Evangelists – Individuals empowered to take aleadership role in extending your brand toothers.– Can be developed

• Fans – People who love you– Can be inspired, multiply

How do you workwith them?

SituationFiskars wanted to createa sustainable, customer-led movement toimprove the visibility andsales of theirscrapbooking products

Influencers

Brains on Fire identified storeowners, designers, teachers, andbloggers as influencers

We interviewed them about Fiskars,crafting, and the program design

Result: Program was jump startedwith their Buy In and Credibility

EvangelistsWe interviewedpassionate crafters allover the US looking forcredible, passionatevoices in online andoffline hubs who wereenergized by sharingtheir knowledge and love

We brought them to Fiskars HQ, andempowered them to take the reigns.

5 componentsof the Fiskateers

curriculum•DNA

•Scrap U

•Being an Ambassador

•Infection

•Bring it Home

FansAs soon as the blog launched,Fiskars fans spread the wordon message boards, in stores,and at crops.

Tools then helped the wordspread amongst fans andcreate new ones.

Results•1000+ Fiskateers haveregistered (more than 5x goalfor 2006)• Online discussion of Fiskarsis up 341% (goal 10%)•We have Fiskateersmembers in 49 US States

The US-based www.Fiskateers.com hasalready attracted readers from 47 countries.

FSKATR 3

Stephenie, without lettinganyone know, took it uponherself to order aFiskateer customizedlicense plate.

That’s Fiskars Love!