How to maximize customer advocate participation through tiered incentives
In our post on Creating a reason for customers to share their story we talked a lot about the different types of incentives that motivate customer advocates to take the time to share their story with you. Another important aspect to consider is the way in which you offer your incentives – and providing tiered incentives is a great way to entice even more brand advocates to participate.
Tiered incentives are the prize shelfs at an arcade – they entice you with the great remote controlled helicopter at the very tippy top (for a mere 5,000 tickets), but they also dangle the easily achievable finger puppets (only 25 tickets) right in front of you. In this way, they’re able to motivate the high-achievers, as well as those who might have less time or desire to participate.
When you’re considering how to tier your incentives, it’s important to think through the types of actions you would like people to take. To get the creative juices flowing, here are a few of the features we have automated into the StoryBox incentives fulfillment system to make this as easy as possible.
- Submitting a story: rewarding customer advocates for taking the time to share their story is the most direct way to drive more participation. If you use a system like StoryBox, you’ll be able to tie these incentives directly to the approval of the story – that way the customer automatically receives their prize once the story is approved.
- Sharing: this requires significantly less effort, but still holds a lot of value for your brand by driving more referral traffic. If you’re able to reward your community for sharing a story (or their story) with their friends and family, they’ll be impacting the people who value their opinion the most. It’s a great way to get more exposure to additional customers.
- Voting: Voting adds a great competitive element to any sort of campaign; the customer advocate who shares their story is heavily incentivized to get more votes for their story. However, you can also reward community members for taking the time to vote. More importantly, you can tie this to repeated activity – if a customer comes back to your site for five days in a row, they can receive a certain incentive. This is a great way to drive repeated interactions with your customers.
- Viewing: If your goal is to drive more awareness, you can reward those who actually look at your customer stories. This can be explicit or more random, but will drive people to view – and share – your content more often.
Interested in learning more? Check out our webinar on The Science of Storytelling to learn more about how you can get started, or check out ourCustomer Storytelling Campaign Checklist to learn more about what you can do to get started today.