Wondering about the fine line between rewarding advocacy and paying for it.

SPINNING ADVOCACY INTO GOLD
So brands are beginning to understand the immense value of the online contributions of their online influencers. They want to harness these conversations to help grow their brands. Makes sense. After all, 78% of people view recommendations from consumers as the most credible source of product information (Nielsen Global Survey, "Trust in Advertising," a global Nielsen consumer report.)

A MARKETER'S DILEMMA
As marketers, we’re trained to feel the need to offer incentives to encourage a certain kind of behavior. Yet you don't want to taint your credibility and theirs by giving them something that feels like a bribe. Snuggle gave bloggers free tickets to the "So You Think You Can Dance" tour, in which Snuggle's latest product was heavily promoted. Most bloggers will write what they think despite a gift-like-object. But some (especially newbie bloggers) may feel obligated to return the favor. Where is the line?

SOME IDEAS
Here are some starter thoughts on ways to reward our contributors without "paying them off":

1. Prioritize their opinions over yours. Replace marketing copy with their words without editing or screening. It will keep you honest. And they will share more if they know you are genuinely interested in what they have to say. Dell wanted to get the word out about their sustainability initiatives, so  invited Treehugger.com to guest blog on direct2dell.com at a trade show. Dell asked them to be totally honest, and say whatever they thought, good or bad. It made Dell vulnerable, yes. But it introduced them to a whole new audience.


2. Thank them. That’s right, a simple thank you is very satisfying. Unless it's in the first sentence of a form letter trying to get you to by something. When was the last time you sent a thank you solely for the sake of letting your advocates know you appreciate something they've done for you?


3. Help them grow their networks -- let them find and connect with others like them who love your brand or category. It gives them more social capital, and also generates more talk. 


4. Give them product samples. Sending someone an early sample packet of moisturizer and asking for their thoughts is a great way to get folks talking, and feels less like a bribe because it's actual monetary value is small. Giving someone a an iPhone or a laptop, well – that may cross the line. Though how else can they review it?  Hmm. That one is a little fuzzy.


5. Reward them with an exclusive brand experience. Saab cars invited buyers of their performance vehicles to "flight academy," a hands-on course taught by race car drivers. People left buzzing about this incredible experience. Saab used this as a purchase incentive, but what if we translated it into something simpler like an annual fan convention. You'd be surprised how many people will fork out some cash to fly to another city to bond with fellow fans. (Well, this may depend on the brand. I'm not seeing a Preparation H annual conference happening, but it your brand is one that has a lot of vocal loyalists, this could be for you).


6. Reward them with publicity. Forbes invited bloggers to write for their financial blog network – their posts would are published on Forbes.com (meaning tons of publicity and exposure for them). They get an official badge to show off on their blog, and even share ad revenue. Oh, and Forbes gets free content. Your advocates would probably love to have you publicly recognize them as an expert in the space your brand plays in. Who doesn't like to be recognized?


7. Make them famous. Go a step further, use their video for your TV. We did this for Tide to Go last year. Tide was going to air just one winning submission, but ultimately loved the content and aired three. Doritos did the same a couple years back and put the winning spot on the Superbowl. It doesn't have to be TV. How about using their Flickr uploads as your print campaign. Or putting their brand-related art on display in Times Square. There are lots of ways to make them famous.


8. Give them exclusive access. If you have a celebrity spokesperson, maybe the people who have contributed the most could get invited to a live chat with that person. Though if you tell people they will get something like this, will they write nicer ideas for your brand? Could it instead be a surprise, and so ok because it's a thank you, a promised reward? Is it my eyes, or is that one a little blurry too? 

So yes, this is a tricky one. But it’s a good place for some healthy conversation and debate. So you tell me – where do you draw the line? What is the difference between reward and bribe? And what innovative ways have you found to encourage and reward  influencers for talkig about your brand.