Cyber-activism and the Popularity of Cause Related Social Campaigns

Cyber-activism is a powerful factor in the mobilization of social media. When an individual is able to utilize the internet to promote a particular cause or charity without putting in much, if any, physical effort, the message will often grow quickly. Participating in social campaigns, such as a viral messaging game or funny shareable post around a specific cause, will often lead your friends or followers to associate you with that cause. How many times have you seen the Facebook posts about changing your profile photo to a specific color or posting a single word in support of some specific cause? My guess is it has happened often.

Breast Cancer Awareness

Each October, many individuals, businesses, and organizations celebrate National Breast Cancer Awareness Month. This month brings in countless social media campaigns, physical activities to benefit the cause such as 5K walks or runs, and donation campaigns. One social campaign that seems to make the rounds each year is a private message and shareable post asking women to post the location they like to put their handbag with no other info. For example: “I like it on the counter” or “I like it on my desk.”

Source: http://knowyourmeme.com/memes/bra-status-updates 

Do social campaigns like this really benefit a cause? Some argue that this vague style of posting does little to raise awareness of breast cancer, especially where it specifically excludes men who can also be affected by the disease. In fact, over 2000 men were diagnosed and over 400 men died of breast cancer in the United States in 2012. You would think that raising awareness around the fact that they can also be diagnosed with this cancer would be a big part of an awareness campaign. It is also difficult to attribute success in funds or awareness specifically back to these passive forms of activism. Many of these campaigns go live at the beginning of Breast Cancer Awareness Month and with all of the other activities surrounding the cause, it can be difficult to know what is working and what is not. While it may not be quantifiable, there is no doubt that these social memes go viral and I don’t think they will stop anytime soon.

This does not mean that there are no examples of quantifiable results from a social campaign focused on a cause or charity. A great example of a successful viral campaign is the ALS Ice Bucket Challenge.

Getting Cold for a Cause

ALS is a progressive neurodegenerative disease that affects nerve cells in the brain and spinal cord. Prior to the campaign in 2014, this disease was not top of mind for many individuals even though many are affected by it each year. According to the ALS Association, roughly 6,000 people in the U.S. are diagnosed with ALS each year – that equates to 15 new cases a day. So how do you really increase donations and awareness on a disease like this when it isn’t as “mainstream” as other great causes?

Social Media Mania

I don’t know about you but when the ALS ice bucket challenge first launched I was seeing it everywhere on my social media platforms. I personally know a few people whose families are affected by this degenerative disease, which instantly made me want to participate and support the cause. A main reason why this campaign was so successful is the real-life stories connected to it. By showcasing individuals who were suffering from ALS or family members participating in support of someone they love with the disease, everyone could feel the emotion and connect to it on a personal basis. Celebrities also helped push this campaign further into the spotlight. Stars from Justin Bieber to Adam Levine to Ellen DeGeneres to Sir Patrick Stewart all dumped buckets of ice water on their heads and challenged other celebrities to do the same. The point of the campaign was to donate money or dump a bucket of freezing cold ice-water on your head – and at the end you were to challenge 3 of your friends to do the same within a 24-hour period. The time limit added a sense of urgency and really encouraged participation quickly. This campaign spread like wildfire and before you knew it millions of people were donating, participating, or both – all to raise awareness and bring more funds to find a cure.

The Results

We know that the participatory nature of the campaign, the celebrity endorsers, the time urgency, and the real-life stories of families affected by the disease contributed to the overall success of the campaign. But how successful did it end up being in the end?

Well, according to the ALS Association, a few highlights are:

1. $115 Million in donations received during an 8-week period in 2014
2. $89 Million dedicated to research to advance the search for a cure and treatment
3. 100% increase in funds received by ALS Certified Treatment Centers of Excellence to enhance patient care
4. 200+ research projects funded by the ALS Association since the challenge
5. And so much more…

You can check out their infographic to see all of the other amazing things this challenge did to help find a cure.

You be the Judge

So there you have it. Two different campaigns. Two different causes. Two different sets of data. Do I think the breast cancer awareness shareable campaigns are beneficial? Maybe. Do I think they are worth participating in if you feel you are doing good in the world and helping to spread awareness? Sure. Who’s to say that these campaigns don’t spur donations from those who participate or from those who learn about the background to a strange post such as, “I like it on the kitchen table.” All things promoting good causes are worth sharing, in my opinion. The ALS Ice Bucket Challenge just happens to be one we can quantify. It was not tied to another event or campaign that could skew the data. They have seen a huge increase in funds both from the challenge itself and from those who saw the success and decided to contribute to the cause after the fact. Social media campaigns around a cause are a great way to participate in cyber-activism and, ultimately, can lead to more engagement, awareness, funds, and support to a cause that is near and dear to your heart.

Resources:

http://www.alsa.org

Mahoney, L. and Tang, T. (2017). Strategic social media. Chichester, West Sussex: Wiley Blackwell.

 

Warby Parker – Changing the Face of the Eyewear Industry

I have been wearing glasses since I was 13 years old. That’s a long time to deal with going to the eye doctor, trying on frames, buying frames, keeping them longer than I should because I do not want to pay for new frames… And don’t get me started on contacts. These super expensive little discs that cause my eyes to dry out almost instantly are not my idea of comfort. I remember my first pair of glasses. I remember how nervous I was that I would lose them or break them and even at a young age I knew that these were expensive – something my single mother wouldn’t be able to afford to replace on a regular basis. As I grew, I thought of glasses as a luxury in a way. They were pricey (at least for the ones I liked) and it was common practice to keep a pair of frames for as long as you could and to simply swap out the lenses as needed. This was a way to save money and the hassle of trying on new pairs over and over again. Fast forward to 2016 when I realized that my eyes were simply not made for contacts. Not only do I have astigmatism in both eyes, but I have chronic dry eye and no matter which lens we tried, my eyes did not like them. It was time to find a new pair of glasses that fit me. In comes Warby Parker.

I was referred to Warby Parker by a friend of mine. We worked together and I had recently seen him go through the process of ordering new glasses. He told me all about the in-home trial process – where you can test run up to 5 frames (no lenses) for free at once at home rather than having to go to the showroom. I thought it was a really cool way to shop for glasses and their branding just stuck out to me. The frames showed up in a cute box that said “Good Things Await You” and on the inside it had little icons walking you through the full try-on process. It stuck out to me. It was memorable. And it was a new way of finding the glasses that were right for me. Let’s face it – how many of us have time to shop around for the right pair of glasses? And how do you know you are getting the best deal? The glasses at Warby Parker are not only stylish and accessible, but they are affordable, too. This is due to the fact that they are online distributors, they design in-house, and sell directly to the consumer. These changes to the typical business model allow Warby Parker to cut costs and disrupt the market with a whole new idea. Some consumers may be wary of trying this way of buying, but Warby Parker has found ways to limit the risk and encourages consumers to ask questions or reach out with any issues. They offer a one-year, no questions asked return policy and a money back guarantee.

I was pretty excited to learn that one of my first assignments in my current Master’s Degree course on social media was to create a blog post around a case study on Warby Parker. I have first hand experience working with this brand and recommend it to all of my friends. Did you know that 46% of online users turn to social media when making purchasing decisions? And we know that word of mouth marketing is 30 times more likely to influence a buying decision than other techniques – so why do you think Warby Parker has been so successful?

A New Age of Marketing – Transactional not Linear

Warby Parker has essentially created a community of consumers who were feeling the pains of trying to find the right pair of glasses before. They encourage transactional communication by consistently communicating with, and responding to, customer comments on their social media platforms. They ask for user-generated content by encouraging consumers to post pictures of themselves wearing the glasses on social media. Even the inside of the try-on packaging encourages you to share your experience online. This process is not only building that online community, it is building trust among their target audience. Consumers trust what they see on social media more than traditional media and are much more willing to jump on board if a friend makes the recommendation. Look at me – I tried this company because of a recommendation I got from a friend. I then searched the company online and saw hundreds of satisfied customers promoting the brand. Social media has changed the way we can reach out consumers and Warby Parker took advantage of that. It’s very hard to change the buying behavior of consumers but if you are smart and look at what platforms and processes your target audience is participating in, then you may find an “in” for your brand. Online shopping has taken over the market in almost all industries – clothing, books, music, even cars! Why can’t glasses follow that same path?

Not all about the Benjamins – Baby!

If I still haven’t convinced you to give this great company a try, perhaps the charitable work they do will. Warby Parker includes marketing for social good in their business strategy. With their “Buy a Pair, Give a Pair” program, the company is able to provide a pair of eyeglasses for a person in need for every pair that a consumer purchases. According to their site, over 4 million pairs of eyeglasses have been provided since the start of the organization back in 2010. This campaign is allowing customers to have an alternative narrative for reducing dissonance – the discomfort that individuals experience when they are confronted with new information or a new process different from what they are comfortable with. Even if all of their perks have not grabbed you yet – the free shipping, the in-home try-on, the cost – this business model is one that anyone could proudly stand behind.

What have you learned?

I am not a paid advertiser for this brand nor did I receive my glasses in exchange for a review. I just feel passionate about this organization and honestly plan to use them again the next time I need glasses. This company turned the eyeglass market upside-down by utilizing a free resource to expand their reach – social media. They are encouraging feedback by requesting that consumers reach out via social media and want to see conversation among their community. They are not the man behind the curtain – they are front and center, ready and willing to answer any question you have. They want user-generated content and they are promoting trust by allowing their communication lines to be open. Users can comment on their social media pages and utilize hashtags to promote the brand. In the past, you simply couldn’t get this level of convenience or transparency from other eyeglass manufacturers. Warby Parker has found a way to break down that wall and provide an alternative to consumers that we didn’t even know we needed. All that partnered with a socially good campaign to help those in need make Warby Parker a winner in my book.

Oh, and since I know you are just dying to know which glasses I chose – here they are! I chose the Welty frames, though they don’t seem to offer my fabulous purple tortoise color option any more.

How to use Social Media for Event Marketing

Sounds simple to me but many may not realize just how beneficial social media can be when marketing events. One reason I chose to not only pursue a Marketing degree, but pursue one with a focus in social media is that I feel there is so much to do with it, and so many ways in which social media can truly help grow a business. For something that is free to use, social media can be more beneficial for small businesses than many other marketing methods. Don’t let it be your only marketing effort – when matched with other forms of marketing social media can expand your reach and bring in more and more consumers every day.

1. Create a Video People will want to Share.
Is this an event you may have done in the past? Perhaps a video of the previous event would really help your efforts. The Zumba classes I take are from a studio that does many “Outside the Box” events such as Zumba on the beach, events at local clubs, and even combinations events with snow tubing followed by Zumba. The great thing is that the teachers tape some of these events and will post them on their social media accounts. These will get people talking, thinking, and most of all – sharing! These videos can be used again when the next event comes around. If you can create an attention grabbing video that quickly displays the overall theme of your event you may get an expanded reach you never thought possible.

2. Give Away Tickets to Create Buzz
I’m sure you’ve seen businesses posting on their social media how to possibly win tickets to an event – I know I have. Creating a buzz over the idea of winning anything – such as tickets to an event that you’d normally have to buy – will engage users of all markets. It’s important to get your users to share this information as well – perhaps something like, “Want to win tickets to the concert Friday night? Comment below and be sure to share this status to tell all your friends how they can enter!”

3. Create an event on Facebook
A Facebook event listing provides an easy way for attendees to share your event with their friends. Your Facebook fans who attend will share this information – and maybe their friends would benefit from joining too! This page is also used as a hub for questions and updates. Need to change the date? An easy post on the event page will notify all those who are invited of the change. Maybe someone has a question about the exact time the event begins – they can ask it here. Be sure to encourage attendees to visit your Facebook Event Page to see who else is attending.

Check out more ways to utilize social media for events here!

I’m excited to see the daily changes to how social media is being utilized for personal and business uses. What started out as a way to keep in touch with friends and classmates has quickly evolved into something so much bigger. Be smart and make sure you are always presenting your company in the mos professional way possible.

Oh and just a word to the wise – be sure you are careful about who you allow to post on your company accounts. Many companies will allow employees to post on the company Twitter – especially when it comes to events and daily activities. When trusting these people with the company login information, you need to be sure they understand how important it is to maintain the image of the company. I’ve heard horror stories of employees and even management accidentally posting things on the company account that was meant for their personal account. We all know how confusing it can be juggling multiple social media sites – so just make sure you are careful, and that you emphasize this to your employees.

Now go – start another work week. Enjoy your Monday. 🙂

How To Build Brand Awareness!

In my last post I had mentioned that this post would be about brand awareness and consumer behavior. The more I thought about it – those two topics are so vast that I had to split them up. So in today’s post I will discuss brand awareness, why it is important, and how you can gain more!

To start, do you know what brand awareness means? Brand awareness is basically a marketing concept that measures consumer knowledge of your brand’s existence. Put simply this means you market your product so that people everywhere will recognize your brand. Some companies do this very well and are extremely successful. I’d say Coca-Cola and Pepsi have done a great job at growing brand awareness, wouldn’t you? With awareness comes loyalty – and that is what will keep your customers coming back for more! Now I know we don’t all have the multi-million dollar marketing budget that these giants have at their disposal,  but that doesn’t mean we can’t spread the word and grow a loyal customer base!

So how do you build this awareness and expand your reach? First you want to start by creating an identifiable logo. Once you find that perfect logo – USE IT EVERYWHERE! Every marketing item, promotional item, or advertisement should contain this logo. Think of it as your stamp of approval – if your logo is on it, you approve! Make sure your image reflects your company image in an appropriate way. A company that is all about fun and flexibility will not want a clean-cut, straight-lined, minimal color logo. Get what I mean? Follow your logo with a tagline that will be short, to-the-point, and most importantly catchy! Think of some of your favorite brands – what pops in your head when you think of them? Did you picture their logo or slogan? I know when I think of Nike I immediately see their “swoosh” and their slogan, “Just Do It.” That’s what brand awareness is all about! Do you recognize these well-known logos:

You need to develop a message that stays consistent throughout your company’s image. If you promote organic living, for example, using recycled paper for your business cards, using more e-mail marketing that print, and giving tips on how to stay healthy will show that you prioritize that healthy/organic image above all else. By doing this, and staying consistent, you will build trust from your customers. The key to a successful business is to be consistent in all aspects of the organization, especially marketing.

Be different – make your brand stand out! Tell your customer why you are the best of the best! When I work with a client, I not only ask them why their product or service is the best option for their customer, but also why their organization is the best choice! For example, there are many companies out there that produce bottled water. Not only do they need to display to the customer why water is the best choice, they need to show why THEIR water is the best water to choose! It’s all about standing out in the crowd rather than getting lost in it.

One thing has to be clear, if you make a promise – keep it! Research what your consumers want and what’s missing from your brand. When you find that missing piece, promise your consumers that you will deliver – then actually deliver! This goes back to the trust factor. If consumers can’t trust you to fix a problem, they are less likely to buy from you in the future for fear of a repeat situation. Word-of-mouth is an extremely powerful marketing tool, especially in today’s social media world. If your customer has a bad experience, you can almost guarantee they will tell all of their friends, and Facebook friends, and Twitter followers about it. The same can be said for positive experiences so keep those people happy!

Finally, do everything in your power to get your brand out there and noticed! Don’t just stick to one medium! Create a Facebook page, Twitter, Youtube, Pinterest, LinkedIN, etc. Utilize mass e-mail software like Constant Contact, create contests and sweepstakes, send out direct mailings, etc. Don’t just focus on social media – believe it or not some people are still not using these sites. Whatever you do, keep sharing your expertise and skills. Go on LinkedIN and check the Questions section to see who’s talking about your industry. Maybe you will have an answer for a troubled individual. Maybe you can become a trusted expert in your field. Small steps like this can get your name spread worldwide faster than you ever thought possible.

So remember, building brand awareness can take time, skill, and effort – but will always be worth it in the end! When a customer has loyalty and awareness of your brand, you have them hooked and they will come back for more. It’s important to not only hook new customers with your marketing efforts, you need to keep those valued long-term customers happy. Gain their trust, make them remember you, be different, keep your promises, and spread the word!