5 Tips for Creating Movements That Matter

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Whether your a nonprofit with a cause or a startup with an idea, at some point, I’m sure you’ve wondered whether your passion would ever catch spark with others. Creating a movement that matters is more important today than ever before.

It’s clear, what fuels movements is more art than science and not everyone has the advantage of chemically inspired insanity. The idea matters, but it’s really the tipping point, created with art AND science, that creates movements that matter.

I’ve learned a few things about movements over the years and I wanted to share with you some of the key insights I’ve found in creating movements.

Social Proof Is Important for Movements That Matter

Relatively quickly, it will be important to develop your followers. You’ll need to show you aren’t alone  in this idea. BUT, you’ll need those followers to be just as into your idea as you are. These “early adopters” have distinct profiles – figure them out and speak to them. This is the time vs. money stage. There are plenty of things you can do for free, but they take time. Decide which is your most valuable resource.

Social Media Matters – But So Does Real Life

Social media isn’t where ideas are born, it’s where ideas are spread. The idea and the collaboration of said idea almost always takes place offline. Don’t be afraid to use your offline connections, whether they’re on social media or not, to help fuel your movement.

And don’t discount traditional PR tactics as well, they play nice with social media and one will help the other. And the end game isn’t about HOW it happens, it’s THAT it happens. Give your movement every chance it has to survive.

Tweet: “Give your movement every chance it has to survive.” – @taracoomans

Passion or Quantity?

You’ll want influencers, but you’ll want to make very sure your target audience relates to them, even if they don’t totally resonate with you.  You aren’t marketing to you, you’re trying to get some collective steam. And your influencer’s community is balanced by the passion of that community.  There’s an inverse correlation of number of followers to passion. Think of it as a circle, the bigger the circle, the further from the center more and more people are. So ask yourself, does passion matter more than people? The answer may surprise you.

Tweet: “There’s an inverse correlation of number of followers to passion.” – @taracoomans

Movements That Matter Peak At The Right Time


It’s true with celebs, startups AND movements. Just about the time your tired of seeing the same messaging is about the time that anyone takes notice. Again, inverse effect, you say “no one’s responding,” just as they are starting to take notice. Breathe.

Tipping points have a timeline of their own, you can’t rush them. It WILL happen.

The bigger concern is peaking at the right time. Peaking at the right time could correlate to internal or external deadlines. What happens if your movement peaks too early? Will you be ready?  You can’t totally plan for peak time, but you should make sure you don’t peak too early. Think about what peaking at the exact right moment looks like and work backwards from there – what’s it going to take (planning, time, money, people)  to create enough energy for that exact moment? And remember, in a world where we’re constantly inundated with messages, rallying people usually takes longer than you think it should. They used to say that it takes 7 exposures to a message for someone to remember the message, in today’s message cluttered world, I’d put that at closer to twelve.

You’ll Know When The Tipping Point Happens

If you don’t know whether you’ve hit tipping point, then you haven’t yet. When tipping points happen, there is nothing you can do to stop them. You are no longer in control. This is a crucial moment. As Derek says, you want to treat your community as equals, empower them, let them stand for you. Conversely, at this point, you’ll need to be more and more clear on your message. I’ve seen movements become something completely different than the original intent because of unclear messaging at this point. Movements that turn into disorganized mob scenes aren’t effective, even if they are riveting to watch. Mob scenes are good for word of mouth, but they aren’t very good for conversion.

Tweet: “Mob scenes are good for word of mouth, but they aren’t very good for conversion.”- @taracoomans

PS:When you’re feeling alone and isolated about your movement, watch this this short TedTalk by Derek Sivers.

Epically true, right?  I love this line: “The first follower is actually an underrated form of leadership.” What’s you’re biggest take away?

Social Media Branding: Stand By Your Brand

Marketing, Branding, PR

This week, with the Dave and Busters “Juan” tweet yet another social media gaffe made it’s what into the collective conversation.
It sparked furious cries of racism.
It sparked snickers.
It sparked the “holier than thou” media to earn mega points for traffic.

Imagine for a moment, the alternative tweet: “I hate tacos” said no one ever. #tacotuesday.

Imagine what THAT would have caused: crickets.

Which of those  two messages was more brand consistent, more interesting, more compelling and took more courage?

Branding is like getting a tattoo: it takes guts and commitment.

Tweet: Branding is like getting a tattoo: it takes guts and commitment.

This is why brands and businesses must be crystal clear on who they are, what they stand for and who their target customer is. I’m not suggesting that every brand and business rush to the edge of every cultural controversy and insensitivity in order to create some reaction to their message. But in order to make it interesting they HAVE to know where the line is on risk taking. Brands and businesses have to accept that people who AREN’T their customers aren’t going to “get” it and they have to stand with their customers who DO.  If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: Brands and businesses have to stand with their customers who DO “get it”.

I’m actually disappointed Dave and Busters didn’t fire back to the haters with another pun. Dave and Busters is a GAMING VENUE for grown ups. It isn’t a financial company, it isn’t a children’s nonprofit, it isn’t a government agency, it isn’t a church. It’s supposed to be FUN. Taco Tuesdays are supposed to be FUN. I don’t know about you – but I could use a little fun in my tweet stream.

So here’s where we’re at with a collective lack of spine in the social, marketing and advertising world: be creative, be dynamic, create conversation and excitement, but DO NOT, UNDER ANY CIRCUMSTANCES TAKE RISKS. Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Tweet: Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Yes, let’s think through things. Yes, let’s consider context. But let’s stop freaking out the minute someone with 2,000 followers takes issue with an edgy statement. Let’s understand our brands, their purpose, their customers and values and let’s stand by those values even when everyone else doesn’t get it. It’s OK. If you’re brand is truly defined, not everyone will.

Yes, the pain of nasty-gram tweets and email is piercing, they don’t last forever, in fact, in most cases, those very same people are off on an entirely different tangent tomorrow.  Being a wishy washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.

Tweet: Being a wishy washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.
Stand tall. Take smart risks. Stand by your customers. Have some brand confidence. Stand by your brand.

 

This post originally appeared on Akamai Marketing