5 Elements for Marketers to Create a Movement


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Has your company created a movement? Marketing today is about building a following, creating a community, going viral etc. If you have ever seen the opening of a Forever21 retail store or stood in line for the latest Apple gadget or waited for a doughnut from Voodoo Doughnuts in Portland you would have witnessed a movement. In this presentation from the IMC Conference in Vancouver, Jeff Schaeffler, Director of Strategy with Cossette, presents his findings and the 5 elements to create a movement.

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  • Thank you, it’s great to be here today.
  • If you have any comments or questions you can reach me on twitter @JSchaeffler or email jeff.schaeffler@cossette.com
  • Over the last year, more and more companies are looking for marketing to help create a movement. It’s not just about developing a campaign, its about Building a following, fans, or an online community. My job was to find out how do you create a movement and I wanted to share my findings with you. There are lot’s of types of movement
  • Politicial movement. Here in BC there is a movement to stop the HST tax
  • Tea party movement in the US
  • Environmental movement
  • Technology movement
  • Over 1,000 people lined upfor Tokyo’s first Forever 21 retail store that opened on April 29. Forever 21 is an American chain of clothing retailers typically serves the same audience and competes with Urban Outfitters , H&M , In the first two months since opening, over 1 million shoppers have visited Harajuku’s Forever 21. An average day sees 16,319 customers; May 30 th recorded a high of 23,023 visitors. Forever 21 has collaborated with a popular fashion blogger Rumi Neely of Fashion Toast and two of the most popular YouTube stars, sisters Elle and Blair. Blair’s channel JuicyStar07 has been viewed 80 million times. Elle’s channel AllThatGlitters21 has been viewed 47 million times. Both stars do beauty review and DIY videos
  • From a marketing perspective we define movement according to the Merriam Webster dictionary as a trend – a series of organized activies working toward an objective. Unlike an ad campaign a movement is ongoing. It also suggests more than one activity And that it’s organized, this can be the company or agency working toward an objective but it can also include people, or customers who feel a connection and want to participate in some way as fans, followers or online community
  • There are a range of movements from big
  • Facebook launched in 2004 with more than 500 million active users as of July 2010, which is about one person for every fourteen in the world.
  • To Small movements such as
  • Voodoo Doughnuts. If you go to Portland you have to get one. Has anyone been to a Voodoo doughnuts? Its an independent doughnut shop in Portland known for its unusual doughnuts and decor.
  • There are 3 locations and it’s always busy, like waiting in line for 30minutes to an hour busy.
  • People’s affinity to these movements range in feeling from being either “Really supportive”
  • Like Star Wars fans, such as these people who dress as Storm Troopers and represent various countries in a parade
  • Or Get tattoo’s of characters like Darth Vader cutting the head off of George Lucas, I don’t remember that from the movie
  • Or buy movie themed sleeping bag for kids. What better way to drift off than to be inside a live animal and recreate the scene in Empire Strikes back when Han Solo gutted his Ton-ton to save Luke.
  • The other side of the coin from “really supportive” are those people who are like “It’s Good” supportive.
  • You might own a Star Wars t-shirt or a copy of the movie and your like ya Star Wars is good.
  • So how do you create a movement, What I found is there are 5 elements to creating a movement
  • Define one big idea – and how is it different from everything else that is out there so that people choose you.
  • But keep it simple because its easy for people to remember and tell others
  • Southwest airlines is the low fare airline. Every decision is based on this single idea
  • In the book Good to Great, all great leaders, know how to simplify a complex world into a single, simple, profound ideas that unifies and guides all decisions for an organization.
  • Jim Collins called this the Hedgehog Concept
  • And it was built upon 3 areas What are you deeply passionate about What can you be the best in the world at What drives your economic engine
  • Once you’ve come up with the concept, think like a journalist and don’t bury the lead. Use the inverted pyramid to focus on the one thing you want to say and create a memorable headline.
  • The second component of creating a movement is to find a way to get people to care. You do this buy looking deep within the company or product to find something relevant that would resonate with the world. Think about a problem that your market is struggling with and how you can help.
  • The Pepsi refresh project is donating more than $20 million this year to ideas submitted by the public that will have a positive impact across 6 categories ranging from health to education. To date 30 Million votes have been cast and ideas have poured in from every state in the US. This is a very direct way to get people to care for a meaningful concept and rally their friends and family to vote for their idea
  • In the book Made to Stick, Chip + Dan Heath outlined 3 ways to create an emotional association to your idea so that people would care
  • Use the power of association Form an association to something they care about. i.e. family, environment, health, community, kids
  • Appeal to self-interest What's in it for me. Maslow’s hierarchy of needs is helpful here to help you identify what matter to them. i.e. be the center of attention, beautiful, popular, rich etc
  • Appeal to identity W hat would someone like me do. i.e. Brett Favre, Kim Kardasian, Sportsfanatic etc
  • And its not just the consumer. What most marketers don’t pay enough attention to is what is going on in the world and how it is affecting consumers. Everything that happens impacts everything else. This means that you have to look at politics, economics, history, social trends, fads, fears and entertainment.
  • Many analysts are convinced that the post-recession environment will look nothing like the marketing world we once knew. The "new normal" will reveal a generally more skeptical consumer, one who feels burned by too many overstated or broken promises. This consumer may be more wary and less readily accepting of company reports, claims, and statements of intent.
  • The 3rd element in creating a movement is to identify the people to help start it.
  • “ We are experiencing the beginning of a new era of culture,
  • created bottom up by the many, not top down by the few.
  • “ Active consumers are different. If they aren't involved, they aren't interested.” Faris Yakob - Chief Technology Strategist at McCann-Erickson New York wrote this in an article for Fast Company in regards to the power of consumers.
  • How do you identify the right people to start the movement? Groundswell provides a framework to use social media and identify the right people to start the movement.
  • Starting with the Forrester Technographic Profile, which examines consumers across 7 categories of social media. Those who fall into the categories near the top of the ladder are considered active. They are defined as creators, conversationalists, and critics who produce content within say a blog, post status updates, or review products. Those at the bottom are more passive, as defined as collectors of content, joiners to a social media site or simply spectators that like to read a blog. The people at the very bottom are not involved in social media at all and called “inactive.” In order to start the movement you need to reach the groups at the top of the ladder to generate the content for those at the bottom.
  • There are a lot of tools to identify influencers. From Delicious, Google Blog Search or Technorati which was founded as the first blog search engine. Technorati [ http:// technorati.com / ] Technorati was founded as the first blog search engine. Today Technorati indexes millions of blog posts in real time and surfaces them in seconds. The site tracks not only the authority and influence of blogs, but also the most comprehensive and current index of who and what is most popular in the Blogosphere. Delicious [ http:// delicious.com ] Delicious is a Social Bookmarking service, which means people can save all their bookmarks online, share them with other people, and see what other people are bookmarking. It also means that we can see the most popular bookmarks being saved right now and search for the websites and bloggers responsible for this content. Google – Blog Search [ http:// blogsearch.google.com ] Blog Search is Google search technology focused on blogs. Just type the word(s) you want to search for in the text box and click "Search." Use the world’s most popular search engine to find bloggers across any number of categories Just Tweet It [ http:// justtweetit.com /media/bloggers/] Just Tweet It is a directory of Bloggers who use Twitter organized by genre.
  • Once you’ve identified the influencers, you can gauge their power using Alexa, Twitalyzer or Klout. Klout ( http:// klout.com ) Klout measures influence across the social web. From there, we analyze the data to find indicators of influence and then provide innovative tools to interact with and interpret the data. Twitalyzer ( http:// twitalyzer.com/list.asp ) Twitalyzer is the Social Media industry's most popular, most widely used analytics application. The system will evaluate the activity of any Twitter user and report on relative influence, signal-to-noise ratio, generosity, velocity, clout, and other useful measures of success in social media. ** Alexa ( www.alexa.com ) Alexa computes traffic rankings by analyzing the Web usage of millions of Alexa Toolbar users and data obtained from other, diverse traffic data sources. The information is sorted, sifted, counted, and computed, until, finally, Alexa rankings show the top websites online.
  • The 4 th part of creating a movement is ignition
  • what are you going to do to launch and give people something to talk about. And once you launch, how will you sustain it?
  • This is something we here at Cossette subscribe to. Cossette worked with Gap to launch Sprize new pilot rewards program. If an item drops in price within 45 days of purchase, shoppers will automatically receive credit to their Sprize account. With the creative concept of “Shopping Turned on it’s head” we turned the flagship store in Vancouver literally on it’s head, from manicans to signage. From a social media perspective, the first step we took was to listen and analyze. To see where people were talking about the Gap and who were the most influential people in Vancouver to talk to. We set-up free social media monitoring tools like Twitter Search and Google Blog Search to see what people were saying about the Gap. We conducted social technographics - the primary Gap shoppers was female 25+ - Moms were also a big market, with 50% of Gap sales coming from GapKids. Who in Vancouver were talking to these women? We knew this demographic were spectators - they liked to read blogs, go online forums, read customer reviews. What kind of blogs talked to these women? We determined women 25+ enjoyed reading mommy blogs, fashion blogs, lifestyle blogs. By doing our research, we were able to determine that there was a build in network/audience that we could potentially speak to and developed a blogger outreach program. By inviting bloggers to the launch day event and sharing with them the time lapse video of the store being flipped we had content for bloggers to share with their fans/followers. Gap was highly satisfied with the results of the campaign. Consumer traffic to the Robson Street store increased by 116% on Thursday, November 5th (the day of the stunt) over the previous year. 20,000 sign-ups for Sprize in the first two weeks. 30+ blog posts about Sprize in the first two weeks from launch, over 50+ blog posts since. 36,000 views of the YouTube channel. Tweets reaching up to 40,000 people.
  • As one of the best ad agencies in the world outlined in their book Hoopla, Crispin Porter Bogusky view advertising like a Barnum and Baily circus to entertain and get people talking.
  • One of the campaigns they developed for Burger King called “Subservient Chicken” was Launched in 2004 and generated an amazing 46 million views in the first week. Going on to become one of the top viral marketing campaigns of all time. If your not familiar with the campaign it essentially was a website subservientchicken.com, featuring a guy in a chicken suit in some basement apartment that you could get to act out based on written directions. This as a node to the classic BK tagline, “Have it your way” and adult “cam” sites. This was all part of an integrated campaign to promote Burger Kings TenderCrisp chicken sandwich.
  • Lady Gaga is another person who subscribes to is a willingness to be a spectacle. Whether it’s wearing a bubble dress for Rolling Stone
  • A Kermit the frog dress for a German TV interview
  • Or the meat dress to this years MTV Video Music Awards. She is continually creates talk value. In less than 3 years Lady Gaga has risen from obscurity to the biggest pop star in the world. Gaga has sold more than 15 million albums and 51 million singles worldwide. [2][3] In May 2010, Time magazine included Gaga in its annual Time 100 list of the most influential people in the world. In June 2010, Forbes listed Gaga fourth on its list of the 100 Most Powerful and Influential celebrities in the world; she is also ranked as the second most powerful musician in the world. She has the most followers on Twitter with over 6.4 million And became the first artist to achieve more than one billion views of her videos on Youtube
  • The key as Lady Gaga shows is to not rest on one big burst, you need to give people more and more reasons to buy beyond the apparent or original selling proposition.
  • The “man your man could smell like ad for old spice launched online super bowl weekend and on tv shortly after becaming a huge hit. Old Spice followed the “I’m on a horse commercial” with an encore ad and then went further to engage people online with a series of short videos specific to individuals. In 2 ½ days Weiden + Kennedy team filmed a 186 video spots to fans and celebrities culled from questions on Twitter, Facebook, redit and more. The videos were then posted on Youtube. Day 1 5.9 million youtube views (more than Obama’s victory speech after 24 hours) Day 2 The campaign had 8 of the top 11 videos online Day 3 20 million views Day 7 40 million views http://adweek.blogs.com/adfreak/2010/08/old-spices-agency-flexes-its-bulging-stats.html
  • Groupon did not start as Groupon. Groupon spun out of a company called The Point – a platform for mobilizing group action.  The site was a way for people to try and take on tasks that were too big for one person, but just maybe could be manageable with grassroots support. i.e. put a winter dome over Chicago (failed in bid to raise $10B in donations), a grassroots movement to buy the Chicago Cubs (failed) and the occasional group buying project like pulling 80 people together to get a discount on a subscription to the Economist (succeed). As 2007 came to a close, Groupon started to think about trying to actually make some money. So they took a look at Mercata, a Web 1.0 play that went all in on trying to apply collective buying to consumer products but failed because of their focus on consumer products, which were already sold at scale by large etailers. By October, 2008, The Point had decided on a plan of attack.  One month later GetYourGroupon.com (and then Groupon) launched in Chicago, followed quickly by Boston. Groupon settled on a strict, one deal per day model, that would allow the small company to concentrate all of its marketing resources towards distributing one deal, and one deal only. The example above was recently for a national buy with GAP, which sold 441,000 vouchers worth $50 in products at a cost of $25 each. This $11million dollars in one day was split between Gap and Groupon. Today Groupon is considered the “fastest growing company” according to Forbes. At just 17 months old this April Groupon boasted a $1.35 billion valuation. They have 3M subscribers and have sold 2.7M Groupons (deals).  They have raised $30M in funding from Accel.  Before taking funding, they were profitable in just six months, and they are projected to drive $100M in sales in 2010 (of which Groupon will take a whopping 30-50%).
  • There are a host of tools that exist to monitor your movement in addition to website or ad metrics.
  • From paid media monitoring system like Radian6 or scout labs
  • To free social media monitoring tools like Google Alerts, Google Blog Search and Twitter Search Twitter Search http://search.twitter.com/ Lets you filter all the real-time information on Twitter. Ability to subscribe to search results via RSS. Results sorted chronologically. For a basic search, simply plug in search terms. For an advanced search, select “advanced search”. Set advanced search criteria, including specific words, people, places, dates, attitudes and other (i.e. tweets containing links). Tweet Beep http:// tweetbeep.com / It’s like Google Alerts for your Twitter. Keep track of who’s “tweeting” about your brand. Create an account. Choose frequency of alerts. Enter keywords, people, places, attitudes. Save alert and track your Twitter mentions via email. Google Blog Search http:// blogsearch.google.com / For a basic search, simple enter keywords into the search field. For an advanced search, click “advanced blog search” and enter detailed criteria including specific phrases, words in the blog title, posts by a specific author, dates and languages. Google Alerts http:// www.google.com /alerts Provides email updates on specific queries or topics on the latest Google Results. Your Google Alerts can be delivered to you via RSS. Enter the topic you’d like to monitor, the frequency of the updates and your email address. Updates are sent directly to your inbox.
  • In Summary, starting a movement requires…
  • A Credible idea makes people believe
  • An Emotional idea gets people to care
  • The right story can get people to act
  •   thank you
  • If you have questions / comments or would like to talk further about how we could help your company start a movement, you can reach me through Twitter at JSchaeffler
  • 5 Elements for Marketers to Create a Movement

    1. 1. Creating a Movement Jeff Schaeffler / Director of Strategy / Cossette September 23 / 2010 NOTE: Download presentation to access transcript in notes
    2. 2. @JSchaeffler
    3. 3. move·ment
    4. 9. move·ment trend - a series of organized activities working toward an objective.
    5. 10. BIG move·ment
    6. 12. small move·ment
    7. 15. REALLY supportive
    8. 19. It’s Good supportive
    9. 21. how do you create a move·ment?
    10. 22. 1. define one big idea
    11. 23. simple
    12. 29. 2. get people to care
    13. 32. 2.a association
    14. 33. 2.b self interest
    15. 34. 2.c identity
    16. 35. consider what is happening around them
    17. 37. 3. identify people to start the movement
    18. 38. “ We are experiencing the beginning of a new era of culture,
    19. 39. created bottom up by the many, not top down by the few.
    20. 40. Active consumers are different. If they aren't involved, they aren't interested.”
    21. 45. 4. ignite the movement
    22. 46. give people something to talk about
    23. 53. provide more and more reasons to talk about your brand
    24. 55. 5. measure + adapt
    25. 57. measurement tools
    26. 60. Starting a Movement Summary
    27. 61. a credible idea makes people believe
    28. 62. an emotional idea gets people to care
    29. 63. the right story can get people to act
    30. 64. the end.
    31. 65. @JSchaeffler
    32. 66. Creating a Movement Jeff Schaeffler / Director of Strategy / Cossette September 23 / 2010