While savvy business marketers are increasing their
proficiency in utilizing online channels to reach consumers with product/service
promotion, adding social causes to the messaging has worked especially well via
social media. Some of the more recent business success stories include the very
creative use of cause marketing to help sell products. Non-profit organizations
are also tapping into the power of social marketing to further their cause.
Perhaps even more suitable for social media marketing,
online initiatives by non-profit organizations have also effectively stepped up
their game to expand reach and interaction with supporters. Online word-of-mouth
sharing works extremely well for causes. One example is a religious cause, with
their online campaign that is being highlighted this week, leading up to Easter.
The Church of Jesus Christ of Latter-day Saints introduced last week an
initiative to share the story of Easter, asking supporters to share their YouTube
video via Facebook, Twitter and other social media networks. In addition, on
Easter Sunday, the organization has purchased the masthead space on YouTube’s homepage.
According to a recent article, the organization expects to reach more than 100
million people via YouTube on Easter Sunday with its video entitled Because of Him (Morgenegg, 2014). The results thus far for the organization’s YouTube
video posted seven days ago, not including Easter Sunday promotion activities, already
includes 304,333 views (http://www.youtube.com/watch?v=pSCcVEhXgoY
). The organization’s Facebook page with 991,285 likes, has 87,461 individuals currently interacting with the site
and 12,155 shares today (https://www.facebook.com/LDS ).
Further, the organization sent 54 tweets via Twitter this week and has built a
following of 115,000 (https://twitter.com/LDSchurch
).
We often think of e-marketing, or even marketing in general,
as being associated with promoting products and services. However, with
increased frequency, business’ sales are being enhanced by ties to social
causes, and organization’s social causes are being promoted via online word-of-mouth
networks. Regardless of what the message is, individuals communicating online
are responsive to invitations to help spread the news about compelling stories
that can help others. Certainly, a nice commentary on what energizes humanity
to take action – even in today’s over commercialized and seemingly self-centered
world.
References
Morgenegg, R. (2014, April 10). Church News.
Retrieved from The Church of Jesus Christ of Latter-day Saints:
https://www.lds.org/church/news/church-to-launch-because-of-him-easter-initiative?lang=eng
Toms Shoes. (n.d.). Toms - One for One. Retrieved
from Toms Shoes: http://www.toms.com/
I believe today’s consumers are willing to support a worthy cause. Marketers who don’t stand for any cause may end up losing their customers to their competitors. Brands that are not socially responsible will not be able to survive this new era of marketing. Being curious, I discovered that eBay happens to be passionately involved in the Giving Works initiative, which encourages businesses and individuals to raise money for their favorite causes through several avenues.
ReplyDeleteA donation can be made by sellers on anything they sell up to 100 percent and in return get that same percentage off their listing fees. Buyers also a can add a donation to any purchase. Over $200 million has been raised through this program. Proctor and gamble is also involved in the Pampers 1 pack = 1 vaccine initiative which seeks to protect 100 million women and their babies against maternal and neonatal tetanus since 2006.
Excellent feedback Raymond! Yes, the online world has certainly changed the perspective of marketers who now understand that corporate responsiblity behavior is more visible to the consumer than ever before. And everyone wins with the increased visibility of good social causes and associated activities. Businesses can do good -- by being good!
DeleteMaking a purchase with the added benefit of helping others in need often makes the purchase decision easier. Or if you are deciding between similar products in which one supports a cause and the other doesn't, why wouldn't a consumer choose the product that benefits someone else. Toms is a great example of a company who uses the one for one philosophy that other companies have chosen to model their business in a similar way. One company who has copied Toms is Sketchers who launched a line of shoes called Bobs that look similar to Toms, are a little more affordable but still does the one for one promotion. Giving is a great feeling and attaching a product or an event with a cause is easier than ever with social media. The word or message is easier to spread and share with social media.
ReplyDeleteEleise -- thanks for the blog feedback! Yes, I'm well aware of Sketchers' Bob's line of shoes. My teanage daughter is a big-big fan of Toms, and when I have pointed out the Bob's line a an alternative, she scoffs at their quality and sincerity as a company. I don't know where she gets that opinion from (probably social media interactions), but it is a strong one.
DeleteDavid
Very informational and spot on as social causes are blowing up on social media. Although not a business but an attempt to raise money for hospital expenses the Plunge For Landon has exploded on social media. Plunge For Landon is a polar plunge where people video their plunge while they challenge others to do it saying they will donate money to the cause if the people post a video of them doing it. It has worked extremely well as it has become a fad to do this and donate money.
ReplyDeleteHere is more information on the cause.
http://globegazette.com/news/local/polar-plunge-for-landon/article_87e9c379-6895-5df8-b3c0-6355679ce35c.html
Interesting information about the Plunge for Landon campaign. There is a lot of creative ideas out there is the social media world! I will check it out.
DeleteDavid
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ReplyDeleteDavid, I think this was a great topic to branch out on this week - it's certainly one I hadn't thought of looking into. I've definitely noticed the different 'movements' or 'causes' that are using social media to get their story out there to help garner support. Another digital tactic they've used is texting. I think the most prominent example would be organizations like the Red Cross showing advertisements to text a certain word or phrase to a number that will let you donate a certain denomination of money to help support their cause. Charitable organizations, while they're out to raise funds for others instead of themselves, are still businesses at their core and need to 'keep up with the times' just as much as any for-profit institution or business does.
ReplyDeleteGood point about non-profit organizations utilizing texting to solicit and receive donations Mandy -- I had not thought of that perspective. But you are right, chartible organizations must keep up with the times and are indeed competiting for the publics attention and funding assistance. Thanks for the blog feedback!
DeleteDavid