Minister of Propaganda
Peer to peer marketing is very hard. The organization has to basically “create conditions” for its best friends to do its work. Organizations, filled with humans who want to keep their jobs, don’t relinquish control easily. Peer to peer requires exactly that.
Because letting go is hard and because so much gets lost in communication, organizations MUST keep the ask in a peer to peer campaign SUPER simple (there should only be one bottom-line related ask). This is the key. If an organization gets this part right and remembers it throughout the entire planning and execution of a peer to peer campaign, they’ll usually win.
I get that you need to add other bells and whistles. Indeed as part of a peer to peer campaign, your community should perhaps be asked to change their Facebook profile pics, share a piece of content, use a hashtag, etc.
HOWEVER, all of this stuff MUST be secondary to the one, simple business ask that forms the core of your peer to peer campaign.
Otherwise, “Whoopi! Everyone changed their Facebook profile but nothing, nada, zip changed in terms of the bottom line.”
Peer to peer marketing in the era of social media should have bells and whistles. BUT, it is still about that one simple thing you want your biggest evangelists to get their friends to do (whether that be make a donation, register for a course, or buy the new product you are releasing).
Don’t lose sight of this. Keep it super simple please.
Jackson Wightman is Minister of Propaganda at Proper Propaganda, a digital savvy Communications consultancy that helps organizations tell stories that get noticed and drive action. He is speaking about peer to peer marketing for non-profits at the 2012 Congress.