You’ve just got to take your hat off to the mavericks. They’re independent, fearless, innovative and always a step ahead of the rest of us. One of the first in media was Martha Stewart. This domestic diva turned a passion for entertaining into Martha Stewart Omnimedia which includes books, magazines, radio and TV shows, merchandise and a robust web presence that includes a thriving online community.

Therefore it should come as no surprise that MSO is actually an early adopter of Participatory Marketing programs. One specific example is Martha Stewart’s Dreamers into Doers contest. Now in its third year, the participatory marketing contest honors extraordinary women who have transformed their passion into a business or philanthropic venture. Last year’s contest attracted more than 2,225 dreamers who entered the competition, 10,000 community members and 15,000 email subscribers. Not bad – but what I like most about this participatory marketing program is how it has evolved over the years and how aligned it is with the overall MSO brand. There are several lessons to be learned about building a great participatory marketing program from MSO. Mainly, great participatory marketing should:

• Reinforce The Brand – This particular effort honors extraordinary women who have transformed their passion into a business or philanthropic venture. Well as the press release says, that’s exactly what Martha Stewart did 25 years ago. So as you brainstorm new ideas to get your users engaged with your brand, remember what caught their attention in the first place and ask yourself the all important question - what does our brand really stand for at its core?
• Be Inspirational—Last years Dreamers and doers effort included a profile of 11 finalists all with impressive accomplishments that were showcased on MSO’s website. The grand prize winner was Amy Jaffe Barzach, who rose from personal tragedy to start Boundless Playgrounds. Boundless Playgrounds is now know as the first national nonprofit dedicated to helping communities create playgrounds where children, with and without disabilities, can play and learn together. The winner of last year’s People’s Choice award, Patricia Fragen, also had a moving story to share. After losing her daughter to cancer, Patricia started Normal Moments, Inc. A 501 (c) (3), not-for-profit that provides support services like housecleaning, lawn care, meal allowances, etc. to parents with critically ill children.
• Leverage Existing Assets To Build Community – While many of us don’t have the assets of a MSO behind us, Martha uses what she has including announcing the contest via her blog, email alerts, as well as website and TV mentions. Use and coordinate all corporate assets to help spread the word and increase participation for your program.
• Involve Partners. The whole is greater than the sum of its parts. When thinking about building your next participatory marketing program think about looking to and involving partners who can be instrumental in spreading the word. In MSO’s case, partnerships and tie-ins included, among others, the prize provider Wyndam Worldwide and their women on their way site.
• Support Activity. The site and supporting communications should be easy to use and include tools, content and mechanisms that encourage visitors/members to engage and share. Fresh user content and contributors should be front and center and all topics and issues should be organized and searchable.
• Grow and Evolve. The Dreamer into Doers contest continues to build momentum. With continued growth and support, the Dreamers into Doers can eventually evolve into a true participatory marketing franchise for MSO.

MSO sets a good example - now stop dreaming and start building your own participatory marketing program.