How to encourage word of mouth?

[jonb]

Hey folks,

So, my membership site (The CBI Clubhouse - a Community for Children's Book Writers ) is off & running. Signups are running high, and the response has been extraordinary. Some of the unsolicited testimonials I've received are flat out astonishing.

But there's one hurdle I just can't get over & maybe the smart folks here can help:

No matter what I do, I can't seem to spur my members (i've got over 2400 of them) to go out and talk up the site on message boards, blogs, etc. I've created cool badges with cut and paste code, I've tried cajoling folks into recruiting new members, but not much happens. And yet, the members have a real emotional connection to the site and seem like prime candidates to evangelize for it. But they're not.

I am setting up an affiliate program, so that's one possible solution. But I'm wondering -- what techniques have you guys used to spur your customers to go forth and brag on you and your site?

thanks,

Jon

[antzilla]

I would introduce some form of free incentive for referring new members, you could also use the tell-a-friend strategy

[adssassin]

Incentives are definitely a great start. Have you tried posting engaging topics for discussions? Running surveys/polls? Try putting up fresh articles with a commenting option. I love the fact that you're contributing something useful to the community AND hopefully making some money. It's great to see it's not always about the money.

[Anna Johnson]

Hi Jon,

My advice is to do something really 'talk-worthy'. You really want your members to be so impressed, blown away, engaged, etc that they have a natural urge to tell others about your site. Coming up with something like that may take some brainstorming and trial and error, but I truly think that's the key. Incentives are fine and I'd encourage you to use tell a friend tactics, etc... but nothing beats people naturally talking you up.

Anna

[ChrisByrns]

hmm.. how about an affiliate program with a monthly contest going on, like.. say.. the affiliate with the most signups gets a cool gadget or 100 bucks extra or something.

"Check out our new affiliate program.. sign up, refer customers and get payed! PLUS: each month, our best affiliate gets xxxxxxxxxxxxxxx - did i notice this program is brand new? So it should be a breeze for YOU to win that bonus.."

something like that.

[jonb]

Originally Posted by Anna Johnson

Hi Jon,

My advice is to do something really 'talk-worthy'. You really want your members to be so impressed, blown away, engaged, etc that they have a natural urge to tell others about your site. Coming up with something like that may take some brainstorming and trial and error, but I truly think that's the key. Incentives are fine and I'd encourage you to use tell a friend tactics, etc... but nothing beats people naturally talking you up.

Anna

Hi anna,

That's the odd part -- people ARE blown away. I get e-mail almost hourly from folks who can't stop raving about this or that piece of content. The comment section of each article is loaded with raves. Have a look at our public "wall" to see what people are saying: View the Wall - The CBI Clubhouse - a Community for Children's Book Writers Here's one picked at random -- and it's typical: "Simply Outstanding. This is the most complete site I have ever seen on the topic of writing for children. This is truly a blessing. Thank you."

So that's the frustration. The content is 100% kickass, and it's connecting with my customers. I'm just casting around for a way to get that to translate to them talking it up around the web.


@Chris: I'm thinking about a contest -- though my customers aren't too affiliate savvy, so that may not drive them. Perhaps something else along the lines of "If I spot a CBI Clubhouse badge on your website or a comment you've left on a blog, I'll reward you with a free ebook"... or something of that sort.

[PaidToEmpower]

Hey Jon...just popped over to your site. I can see why everyone is raving.

Great job, great content.

I am not a children's writer, and not a marketing whiz (yet), but just wanted to say keep up the good work...I know it will grow. There are so many folks on here willing to share and I am sure you will get lots of great ideas.

Best of luck to you. Cathy (down the street in Loveland)

[ChrisByrns]

Originally Posted by jonb

Perhaps something else along the lines of "If I spot a CBI Clubhouse badge on your website or a comment you've left on a blog, I'll reward you with a free ebook"... or something of that sort.

that's actually a friggin' cool idea. like.. make 'em include a special piece of text into their comments, eg. "CBI-blah" and after a month or so you hit up 'ole google and whoever comes up first for that string "CBI-blah", gets the reward.

[balsimon]

Hi Jon,

A very interesting site indeed. So your members are mainly people who want to write children's books.

Are these folks in some level of competition with each other? Do they have concerns that the more the not-the-merrier? They may love it for themselves, but they might not feel that evangelizing it would be in their best interest. Could this be a motivation that you are fighting?

You say that you need more FIGHTIN'BOOKWORMS, but you don't tell me why. So... Why? What's in it *intrinsicly* for me? Not a badge. Not a bribe. Word of mouth is intimate. Word of mouth means I'm saying so because I want someone else to enjoy what I'm enjoying. But if I'm going to be in potential competition with such people, and it's not a game like racquetball, where I need competitors just to play, then my enthusiasm may not kick in for your purpose.

Hopefully this makes some kind of sense. But I'd be looking at the benefits that increased membership provides to ME as a member.

One more way to think about it. Why do YOU tell people about WarriorForum?

- Bal

[KatieWilliams]

Hi Jon

Just an idea as someone with writers in the family - a lot of people are pretty quiet when it comes to their writing ambitions. Could that explain at least part of the lack of referrals? Maybe part of the attraction of your site is that it gives them a safe, private place... whereas if they start referring other people to the site, it exposes them as a writer to people they may not want to see that side of them?

Just a thought.

Katie

[Tyson Faulkner]

If you can keep your mind clear without bias, act as though you are your members. You have to get in their mind and think what would cause them to share it with others. If you've ever found a website that you liked, and shared with other people, think back to what got you to do it.

A lot of times people won't share things they've found on their own just because it's good. And if it's THAT good they may be hesitant to share because they feel like they want it for themselves.

It sounds like you have a lot of valuable content on your website. If you package some of it up neatly and create a 'product' you can give it to your members as an incentive to refer people. Maybe set it up so the more people they refer, the more free stuff they get.

And like you said you're doing, affiliate programs are a great way to get your members to refer others. But since your niche may not be to savvy about marketing, make a video or audio that explains exactly how easy it is to refer others to your site. And when they do, they get paid! A lot of people would be willing to follow a couple easy steps for the chance to start making some free money.

[D Ambrose]

I am setting up an affiliate program, so that's one possible solution. But I'm wondering -- what techniques have you guys used to spur your customers to go forth and brag on you and your site?

An affiliate program with high rewards is a fantastic place to start. Have a look into Rapid Action Profits - their system is great and their support is second to none (well, second to me - but hey )

I also agree with those who suggested implementing a tell-a-friend system (something you can also get with RAP)

Hope this helps,

Daniel

[Mark Kaye]

Contesting! Contesting! Contesting!

It works wonders!

Perhaps you could have a short story or poetry contest. (Heck even a Haiku contest to keep it simple at first.) Offer a nice prize that your members would really jump at - computer, meeting with a publisher, cash!

Then, post all the entries on your website in a "Free Area." Let everybody who entered know that the entry with the MOST votes will win. Encourage them to get their readers, friends, colleagues, etc. to vote for them. That should get them talking!!!

We do the same thing in radio all the time. Here is a more lurid example:

wape.com - Listen Live to Jacksonville's #1 Hit Music Station Online

We broke records for unique visits with this one. Every contestant blasted our site to their entire databases because THEY WANTED TO WIN!

[jonb]

Excellent advice, everyone! many thanks....