1. TO TWEET OR NOT TO
TWEET…
Presented By: Caroline Graham
2. WHERE TO START?
• Businesses spend hundreds of millions of dollars…
• Begging people to ‘like’ or follow them on Facebook and
Twitter
• Offering free trials
• Offering rewards to followers
• Hallow attempts rarely achieve a sustained following
• However many sucessful social movements capture and sustain
followers for long periods of time
• How can we shift our perspective to match the media landscape?
3. DECONSTRUCTING MODERN SOCIAL
MOVEMENTS
• Social movement goal: mobilize communities toward collective
action around things they care about
• Forward thinking companies are now considering the
intersection of social movements and business strategy
• Four resources companies need to succeed:
1. Leadership
2. Expertise or prior experience
3. Financial information resources
4. Legitimacy
• Paired with… a communications strategy and authentic, longterm
commitment
4. STRATEGY IN ACTION
• Toms Shoes (buy a shoe, give a shoe)
• Patagonia (“I vote the environment”)
5. DESIGN PRINCIPALS FOR SOCIAL
MARKETING
• Start off center, then let people personalize
• The North Face integrates a social hub where newcomers can
personalize their experience and find adventures that suit them
• The National Campaign to Prevent Teen and Unplanned
Pregnancy… the edgiest messages are the ones that get
retweeted, reposted and spark discussion
• Walk a tight rope with core messages… allow diverse consumer
voices to interpret and connect with their “big idea”
6. DESIGN PRINCIPALS FOR SOCIAL
MARKETING
• Emphasize community over vitality
• The Invisible Children's “Stop Kony Movement” brought
awareness to abusive tactics used by Joseph Koey in Central
Africa through a widely successful film
• Nike + Fitbit motivate consumers to reach goals and achieve
results – “The World’s Largest Running Club”
7. DESIGN PRINCIPALS FOR SOCIAL
MARKETING
• Positive Pressure
• Instead of finding the right influencer/celebrity brands are
providing new incentive structures to keep people motivated
• Utilizing peer pressure and the status quo
• Example: Friend referral programs
8. DESIGN PRINCIPALS FOR SOCIAL
MARKETING
• Your customer is your partner
• It is a communities creativity, passion and stories that bring
attention
• Pinterest, YouTube, LinkedIn
9. Besides your friends… who are
you following on social media
and why?
How could brands revamp
their content so that you
would follow them?
