The document discusses strategies for businesses to effectively use social media marketing. It notes that simply begging for followers rarely works, but successful social movements sustain engagement. It recommends that companies identify with social issues people care about to build legitimacy and expertise. Specific strategies mentioned include starting discussions off-center to allow personalization, emphasizing community over popularity, and treating customers as partners rather than just influencers. Case studies of effective social marketing by Toms Shoes, The North Face, and Invisible Children are provided. The key is having an authentic long-term commitment to issues rather than just short-term incentives.

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?

10. SOURCES
• https://media.wired.com/photos/592702a7ac01987bf0138390/1:1/w_24
00,c_limit/Twitter_logo_white.jpg
• https://livinglikewedo.files.wordpress.com/2014/02/toms-shoe-giving-
med-res.jpg
• http://static.adweek.com/adweek.com-prod/wp-
content/uploads/files/2016_Nov/patagonia-planet-hed-2016.png