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Social Marketing Matters (Part 1)

IBM’s a big fan of Corporate Social Responsibility (see our 2013 report) effots, but even if the company I work for wasn’t such a fan I still would be.

Yesterday we ran a social media workshop, called Marketing Matters, for charities local to Edinburgh.  It’s run in locations around the UK by various volunteers, and tends to get really positive feedback.  You can read more about it at the IBM website.  I was asked by a colleague if I would blog about the day, which I immediately agreed to, but on further contemplation it’s a whole day of learning so there could be a lot to include here: not so much a blog but a book!

So, I thought I’d blog based on the tweets I had chosen to post because I thought the points made were important.

About BrandWhat’s your brand?  We started by considering some famous brands, the enduring idea behind them, how they differentiate themselves, how their target demographic experiences that brand and what that demographic is.  The idea here is to start thinking more about how the volunteer, fundraiser, recipient, or other person experiences the charity.  Disney and Apple are two good brands to think about here; can you work out what their enduring ideas are?

Don't be left behindDon’t Get Left Behind.  When we started to think more about demographics, the people we want to engage using social media, there was a lot of discussion about who is on twitter and other social networks.  My gran is 91 and she uses facebook because it’s a great way for her to keep up to date with the family, so we can’t necessarily make too many assumptions about who does use social media.  I was about to type “there will always be people who shy away from twitter” but that may be a little too assumptive.  However, it is probably quite likely.  There will be some people who choose not to use certain social networks, but the world is increasingly moving towards them.  These people can be a great source of funding – as per the bare-faced selfie for Cancer Research, and the ice bucket challenge for ALS (MND) – and it would be a shame to miss them.  But we also talked about one target audience of volunteers likely being recent retirees who may have some time on their hands.  Perhaps LinkedIn would be a good place to find them given in recent years a large number of people have signed up to that social network for business purposes.

Follow, Listen, Act

Follow, Listen, Act.  Getting started in social media was a bit daunting for one or two in the room, and certainly experience varied across the different social networks.  We discussed that there is often nothing wrong with getting set up and, certainly from a twitter or instagram perspective, just starting to follow people or organisations we think could be interested in our own charity, have similar purposes, and so on.   “Listen” – which is really “read” – for a while and take in what is being said.  But don’t let that “while” be too long.  Start posting updates about what you are doing, start retweeting salient tweets, replying with an opinion.

Time constraints mean I have to continue this later… watch this space!

 

 

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