Tag Archives: social media

Fiesta Time!

FordFiestaMovementIt’s nice to see the theory of Social Movement Marketing get some national exposure…too bad it had to come from the Ford Motor Co. Though Ford (and GM for that matter) have consistently botched their attempts to sell cars that American youths relate to, Ford has nailed it this time…at least from a marketing standpoint.

To market their new Fiesta model, a sub-compact for urban youths, Ford is running a campaign called the Ford Fiesta Movement. Sound familiar? Rather than spending $30 million dollars cramming TV spots into NFL games, which they usually do, Ford recruited 100 “agents” to spend 6 months with the car and to use social media to tell EVERYONE about it.

These Fiesta agents get a free car, free insurance, free gas, and national exposure for 6 months. Each of the 100 agents embodies what the Fiesta brand wants to be: Young, urban, artsy, funky, curious, active, and most importantly, savvy in social media. In return for living the Fiesta life for half a year, these agents are charged with essentially tweeting this car into pop-culture lore.

The Fiesta movement’s website aggregates all of the agents’ tweets, pics, flics, vids, blogs, nings, and any other contemporary monosyllabic networking tool into one, well organized place where you can learn everything you need to know about the Ford Fiesta culture.

Perhaps most surprising is that Ford was able to resist making the campaign egregiously self-serving. Understanding that product information doesn’t start social movements, Ford gave the agents specific missions to accomplish (with their Fiesta at their side) that focus on community service, activism, and culture. They’re using these 100 agents to be the poster children for an aspirational urban identity, of which the Fiesta is a small but necessary part.

This is, of course, fundamentally how social movements work. They define a vivid collective identity (active, multi cultural, urban youths), empower charismatic leaders (the agents), and spread influence through stories (missions) and word-of-mouth (social media).

Traditionally, social movements have relied on word-of-mouth because buying TV spots was far too expensive. Now, thanks to social media, word-of-mouth has become what TV used to be: the most influential means of communication, and marketers are looking to own that too.

Consumer brands may put together impressive campaigns like the Fiesta movement, but they can’t own it – nonprofits have an equal opportunity to push influence in social media. A nonprofit could easily find young activists (start with your volunteers) to be agents for a cause. For example, put 50 young, multi-ethnic, urbanites on the street with a cheap video camera, have them film discriminations they come across in daily life, put it in an online documentary, promote it on Twitter, and you’ll get more national attention than 6-months worth of highway billboards would get you.

For help with your social media strategy call BRANDEMiX.

Sell the culture not the cause

storyIn consumer marketing there’s a term called “selling the category.” For example, if your company sells spray-tan and you run an ad that says “look like George Hamilton all year,” you would be selling the category – you’re only convincing consumers of their need to buy spray-tan in general, but not your particular brand. Unless you’re the market-share leader, selling the category is not a good practice because it benefits the competition as much (or more) as it benefits you.

I’m adapting the term for the nonprofit world: selling the cause. A lot of nonprofits do this. They convince people of the general importance of a cause, but say nothing specific about their organization to position it as the solution. However noble it may be, this doesn’t help your organization build “market share” or brand equity.

It’s becoming increasingly important to avoid just selling the cause. There are more organizations than ever – 60% of nonprofits are less than 30 years old. In every single cause category the competition is getting steeper for increasingly fewer available dollars. Chances are, your nonprofit is not the biggest in the category, in which case you have to make a case for yourself not your cause.

That’s where brand comes in.

Just as consumers buy brands for the culture not just the product, people join social movements for the culture not just the cause. Whether it’s the hipster movement of the 60’s or today’s straight-edge movement, they all have a distinct culture in addition to a specific social or political agenda, because it’s that which magnetically attracts followers. The cause provides all of the tangible reasons to join a movement, but the culture provides the ultimate emotional impetus to act.

The same goes for nonprofits. They’re all based on fighting for a cause, but the ones with the most culture have the strongest brands, which is manifested in more donations, volunteers, and more loyal employees.

NPR has done a great job of building a magnetic culture. They’ve built a steady, unapologetic culture of highly educated people who value long-style, in-depth reporting and they’ve sold this culture through social media. They stopped asking for money “because public radio is important” and started defining a movement of young, thought-leaders who are growing up to discover that they’re dissatisfied with the state of journalism today.

With social media as pervasive as it is today, communications is now actually the easy part. The hard part is defining a culture that’s unique and making a dedication to selling it rather than the cause.

For help defining your culture, call BRANDEMiX.