The Logic of Collective Action

Incentives can quickly impact a group or community. However, with incentives impacting a group or community, there is debate about whether or not the incentives affect the group or community in a positive or negative way. There is always going to be debate about whether something is good or bad especially when it affects a community. Whether it be good or bad it is for sure that incentives impact a community. It is also helpful to understand the community before hand and know how the incentives will affect them.

Chaco, a brand of footwear known for its product line of Z strap sandals, is a good example of how to use incentives. Chaco gives a pretty good social media recipe to follow, including mixing in some free giveaways along with the fan participation. Notice how easy the instructions are for the giveaways.

This kind of post is simple and interactive because fans love getting something in the mail from just an easy step. What they won’t be thinking is how easily they just gave out their address. If you’re trying to build a lead list, you can turn a pile of swag into a solid database by offering it to your social media followers. By doing this you can quickly and easily build a group or community.

Chaco made it easy, and did not press for too much information or immediately begin spamming lead lists. In addition, they acted promptly and delivered what they promised. If you look at some of their posts you will notice how quickly and effectively Chaco’s responses to some concerns from users who said they never received their sticker from the previous promotion.

By giving these free stickers out as incentives Chaco was able to build a group. These stickers are located in numerous places such as on their consumers car's, walls, buildings, and ect. People notice these stickers and can associate them with the brand. If someone is unaware and curious they will research and find out what the brand is and what else they offer. As mentioned earlier, whether for good or bad, incentives have the poower to impact a group.