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Contributor Incentivizing

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Digital Marketing - Study Notes:

Key factors

Why might customers be motivated to contribute their experiences and thoughts to P2P communities?

  • General altruism. They want to participate, and have no ulterior motives.
  • Vanity altruism. They want to participate to be seen in a positive light.
  • Reward seeking. They want to participate to gain a reward.
  • Competitive edge. They want to participate to get ahead.

Alternative methods

Regional employee compensation laws can have legal and regulatory implications for offering substantive financial rewards to contributors. Therefore it is extremely important to think about other methods in which you can incentivize contributors in P2P support communities. These include:

  • Gamification
  • Badges and profile customization
  • Unique brand experiences
  • Beta tests
  • Sneak peeks
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Christian Polman

Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.

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