Watching an interview with singer Renee Fleming and Elvis Costello reminded me of a key strength of social media.
Renee stated that she saw her role as an opera singer, was to make you forget that she is singing...she just wants you to become part of the story.
In a sense when you are selling, when you are marketing...you are trying to do the same thing. You want people to forget about you, and concentrate on what they want, need, desire etc
Social media is an excellent tool to facilitate this....when done properly. Social media can help you connect on that personal level.
Unlike a leaflet, tv advert or a sales call which you know are trying to sell to you...social media can put the customer at the core of the interaction rather than the transaction.
So todays challenge to you is
Are you forgetting to put the customer and not the transaction at the core?
And do you make people forget that you are selling, that you are marketing, that you are leading or that you are managing?
Or do you forget to put the customer not the transaction at the core??
Everything you need to know about starting a grassroots movement can be learned by watching this 3 minute video
Well, perhaps not everything, but it’s a great place to start!
The video begins simple enough. A man is dancing at a music festival in a field surrounded by a crowd that pays him no attention as they lay on their blankets. Then another young man joins him, then another, and a few more arrive seconds later. Soon everyone jumps up to join in. A movement of sorts has been born.
That simple video has been used frequently as an example about how to start a grassroots movement that taps into something just bubbling beneath the surface in our culture.
A Leader does something, a number of followers join in, the movement gains momentum, and soon everyone wants to join in. That may be fine for a music festival, but how can activists or businesses spark movements online for their causes?
What is a Movement?
Movements take shape when a group of people organize around a common cause. When an organization works with an existing movement or builds a movement, the members of the movement take the initiative for moving it forward. Some call this “movement marketing.”
Scott Goodson, the CEO of the marketing firm StrawberryFrog, offers the following description of movement marketing
“curating culture and creating communities and platforms for people to circle their wagons around an idea that is relevant and important to them. A Cultural Movement is about being passionate, militant almost. It's about joining a movement that you care about.”
Whatever you hope to accomplish with an online movement, there are some key details that you’ll need to keep in mind.
Movements Pinpoint a Clear Goal
The success of any enterprise rests on a clearly defined goal. Author Walter Mosley writes “understand exactly what you are fighting for or against, so you can plan the best method.” If you’re planning to ignite an online movement, ask whether online tools will be sufficient to carry the day. Do you need to think of ways to integrate other means for your project?
Movements Demand Authenticity and Truth
If you’re asking people to get involved in your movement or brand, they will find the flaws in no time. Goodson of StrawberryFrog writes, “The truth is essential to a prolonged Cultural Movement.” In other words, getting people involved in your movement could backfire if they discover ulterior motives or fraud. Make sure your movement is consistent and honest from day one.
Tell Stories All of the Time
Allison H. Fine, the author of Momentum: Igniting Social Change in the Connected Age lists personal stories as her number one requirement for an effective moment. Stories drive home the point that this movement is about everyone and helps more people relate to it.
Movements Sustain Their Volunteers
Anne Driscoll of the Amplifying Education Group suggests that supporting a network of volunteers creates the pivotal turning point for any movement that hopes to grow. She writes,
Movements create a positive experience for the consumer when interacting with a brand or organization. People want to feel better, like they’re joining something that is important and making the world better. Goodson of StrawberryFrog writes
“Consumers not only bought products, they joined the brand and wanted a relationship that made them feel better about themselves every time they met it.”
Remove Barriers to Participation
The power of online movements is that the tools required in order to make them work are free and easily accessible. Mitch Joel at Six Pixels of Separation writes
“These online tools, channels and platforms allow everyone (including you and I) to have our own little space to organize, think, learn and push new ideas to the edge.”
The role of a leader then is to ensure these tools are used efficiently.
Raising funds or networking with volunteers can be easily facilitated through a website. As you design a website and organize campaigns, remove unnecessary steps and make it as simple as possible to join your movement. That includes being ready to scale the movement when it catches on. Scott Paley of Abstract Edge shares
“don't assume that just because you are small today means you don't need a serious backend.”
Automate, use online tools, and create a killer FAQ page that will eliminate the need for answering e-mails or phone calls.
The good news is that you don’t need to dance in a field by yourself at a music festival in order to start a movement. The social media tools are there just waiting to be used. The place to begin is with your own passion and a crystal clear vision of what could be.
This guest post is written by Lior Levin, a maketing advisor for an international company that specializes in personalized oncology services for cancer patients. Lior also works for the MA in political science department at the Tel Aviv University.
History makes us who we are, history lays our roots.
For brands and companies, it is important though that history anchors the values but doesn't anchor the progress....
History explains how you came here, but it should only shape not determine the future.
History is a record of memories, the future is the manifestation of our dreams
History creates experience, the future allows for experimentation through that experience.
The trick is to use those memories, to use your experience to understand who you are...and what you are NOT. This is about the DNA of your company. The WHAT
Once you have the DNA...then you can determine how you can express that to your consumers. The HOW
'Wonder' is a magical trait in leaders and in people in general.
Often we look at children and love their sense of curiousity, their sense of...well, wonder.
We often think something is stupid, without thinking whether it is just a different way of thinking!
But you know we can have that ability too...5 tips on how to keep your wonder alive
Put a greater emphasis on finding the right question each day, not the right answer.
When faced with an idea we often ask why first.....I prefer to ask, why not!
Read blogs, magazines, books from sectors and areas which you know nothing about - then ask how can you incorporate their ideas or what could you learn from them?
Spend 30 minutes a week finding out about someone elses work, life, passions...and ask "How can I add value to your work, life or passion?"
Make sure you capture ideas - whether it is via a moleskine, your phone, scraps of paper - make sure you have a way of reading quotes or ideas you have learned during the day. Then make an action based on those ideas to make your world a better place
"Nothing in life is to be feared; it is only to be understood"
"First prinicple: never let oneself be beaten down by persons or events"
"Life is not easy for any of us...we must believe that we are gifted for something and that this thing must be attained"
"I was taught that the way of progress was neither swift nor easy"
In modern life it is easy to fall into the thinking of "its alright for you" or " they don't understand me".
Social media has fueled the perception that success can be created overnight, but you know success can come overnight but more likely it is the result of persistance and resilience over time. Times are hard for many at the moment but remember
Our success is in our hands. Our success depends mostly on how much we want it.
Our success will come after many trials, tribulations and financial struggles...but then we will be able to appreciate it more that way!
I will leave the final world with Marie Curie - how many of us can say this?
"In spite of everything I came through it all honestly with my head high"
But first THANK YOU, THANK YOU, THANK YOU for nominating The Engaging Brand for the fifth year running for the Best Business Podcast at The Podcast Awards - I cannot tell you how much appreciate your support and how proud I feel - as I do this in memory of my wonderful father. (If you want to vote then click here)
This weeks guest post is from Marina Salsbury of Online Schools on how social media can be used in the education sector.
Experts have recognized that universities and colleges have strong name recognition, but few colleges focus overtly on developing their brands. Most colleges and universities define mission statements and market to students through direct mail, social media marketing, and print and web advertising. Few institutions research what the public thinks about when they hear or read their institution’s name. However, this implicit communication is what propels a college or university to success or brings them to their demise.
How Do Colleges Create Brand Image?
When you hear or read about Harvard, Yale, Princeton, Massachusetts Institute of Technology, Stanford, or Columbia, what comes to mind? Most students would mention the words or phrases “ivy league,” “prestige,” “talented students,” “ranked in the top 10 best schools,” “elite,” “expensive,” and “leading-edge research.”
These words may be formulated in a split second when a person reads or hears these university’s names. Believe it or not, this is what constitutes the brand image of these universities.
These schools remain successful because regardless of their official rankings the common public has come to trust, based upon their brand image, that they are the top schools in America with the brightest students.
Most people believe or trust a study conducted by an ivy league university, and assume graduates of those institutions are especially intelligent and well learned. When these schools offer online courses, they're considered legitimate, while other web-based schools are regarded with skepticism.
What would happen if negative words came to mind when people thought of ivy league schools? If the names of those universities evoked the words “snobs,” “geeks,” “over-rated,” “hypocrites,” or “know-it-alls,” then whatever people heard or read from those institutions would hardly hold as much credence.
Corporations are aware of the power of these simple impressions and work diligently to cultivate positive brand images to build loyal customer bases. Colleges and universities must decide how they want the public to view them or they may not attract students.
Colleges and universities build brand image by recruiting students who will promote the image they wish to portray. Harvard and Yale, for instance, may attract students with the highest IQs, who score well on standardized tests, have good academic records, and are participate casually in sports and other extracurricular activities. They want students who focus on academics and leadership.
By the same token, a party school may emphasize the lively community of the school, but downplay less stringent academic requirements. Colleges and schools become known implicitly for the types of students they recruit. Accordingly, administrators are encouraged to explicitly define and promote the brand image.
How Can Colleges Use Social Media to Facilitate Brand Image?
Some of the first social media applications were created by Harvard to facilitate communication between students on campus. Social media applications help colleges connect with each other and create a strong network where peers are supported. These services may also be used as recruiting tools.
Princeton University, for instance, has “eating clubs” similar to fraternities or sororities, but with different entry requirements. People are invited to eating clubs based upon their particular interests. If students meet the requirements, they will be invited to socialize at the house and eat with a group of people who will provide support based upon common interests.
Social media applications help colleges and universities convey the brand image of the school to the public as well. Many admissions departments have created social media groups for incoming students to meet online before they even actually graduate from high school. In this way, student begin to familiarize themselves with the characteristics of a college's image before they even enroll in their first classes, and in turn communicate that image to others.
How Can Colleges Use Social Media to Attract Students?
Nearly 85 percent of students use social media services to research MBA schools. Alumni may communicate with prospective students through social media applications to encourage students to join their school. They may offer incentives or insider tips about the college that may help potential students make informed decisions. Social media conversations can help students determine if they will fit into the environment.
Admissions offices should take note of the powerful marketing force of social media, and use them to advertise their schools and reach out deliberately to prospective students.
By coordinating alumni outreach, establishing a social media presence for the school in addition to a general web presence, and even simply placing advertisements with social media services, colleges will reach thousands and thousands of interested students. By strongly representing the school's brand through this sort of social media outreach, a college will better attract the kinds of students it's looking for, as well as strengthen its public image generally.
Students come to recognize a school’s brand image in the same way they recognize Coke, Target, or Nike’s. When colleges' brand images become more apparent, students form strong impressions about the schools with little or no explanation. Colleges and universities are able to attract students based upon this brand image just as much as big companies attract customers, if only they'll put the right effort into cultivating it.
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