UPRISING. How To Build A Brand And Change The World By Sparking Cultural Movements. By Scott Goodson. $16.98 on Amazon
“ Uprising is a must-read for anyone who wants to start a mass movement like Macintosh. Whether you’re one person with an idea or a global brand, Scott can show you the way to enchant, evangelize and enroll followers. ”
GUY KAWASAKI, AUTHOR OF ENCHANTMENT AND FORMER CHIEF EVANGELIST OF APPLE
“ Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capial P: find out what moves people to action, then create a way to support and enhance that movement with your product, service or craft. I call that a winning strategy.”DANIEL H. PINK, AUTHOR OF DRIVE AND A WHOLE NEW MIND
“ One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing. For any challenger needing to change the conversation about their category, Scott’s blueprint for creating, enabling and respectfully flourishing in a movement is essential stuff.”
ADAM MORGAN, AUTHOR OF EATING THE BIG FISH: HOW CHALLENGER BRANDS CAN COMPETE AGAINST BRAND LEADERS
“ Until now, cultural movements have been sporadic and random. Uprising reveals an insider’s look at how these movements actually occur — and, how to make them happen for your brand and your purpose.”
SALLY HOGSHEAD, AUTHOR OF FASCINATE AND CREATOR OF HOWTOFASCINATE.COM
Q & A with the author of Uprising, Scott Goodson:
Q: Why should marketers care about Movement Marketing? - (and is it different from social media marketing?)
Anyone with an idea or new product or brand should care because now anyone can create mass movements that can accelerate a brands rise to dominance with a Movement Marketing approach. It’s proven and it now can propel a brand or an idea across the globe.
Marketers should care because it is, in many ways, the future of marketing. For a variety of reasons discussed in the book – having to do with the rise of social media and other changes – conventional advertising is losing effectiveness. Brands must learn how to build a passionate following, AKA a movement. This involves much more than just doing social media marketing—though that is certainly one of the primary tools in the toolbox.
Q: Will Movement Marketing work in a country in which the primary electronic communication is conducted on a smartphone?
Movements need to be sparked with an idea on the rise in culture. Then tools can be used to spread this idea to a wider audience. In some societies this was done by word of mouth. Now mobile social media enabled phones makes it easier. Marketers and entrepreneurs can learn from the Uprisings in Tunisia and Egypt. Social media is mobile today. Most people access their social media via mobile not desk top.
Q: What should we take away from your experiences in Movement Marketing?
That it works. Every brand we’ve done this with – from a small Japanese athletic shoe brand all the way up to Procter & Gamble and PepsiCo – has seen the results of creating movements, and many of these companies have begun to shift their marketing models, based on this. Anyone can learn from this- a small entrepreneur starting a new social media brand or someone running for politics, a marketer or a CEO or people who want to be leaders in their community or their business.
Q: What was the biggest surprise writing the book?
The biggest surprise was that, as I was writing it, events happening all around the world seemed to be echoing the themes in the book. There were “uprisings” happening everywhere from the Middle East to my own town, in Manhattan with Occupy Wall Street - the Uprisings recently in Moscow. And while most of these were social movements, not marketing movements, they reinforced much of what I’ve always believed and known about movements in general. There’s a lot that marketers can learn from the events going on all around us today
Q: You’ve used the term “revolutionary times” to describe the period we’re living in – what does it mean for businesses to be operating in such a volatile environment?
It means they must embrace the change that’s happening – in these times, people will look to brands to be leaders and change agents. People will pay attention to how you conduct yourself, what you believe in, what you’re willing to take a stand on. If they like what they see, they’ll rally around your brand.
In the world of marketing and advertising, everyone strives for one thing - to stand out from the crowd. But how about instead of separating ourselves, we bring this crowd together? We unite them in a common cause. We share their interests. We ignite their passions. And in doing so, we create a Cultural Movement, which achieves far more than any typical marketing or advertising campaign ever will. Curious? Want to learn more? Then join us. Become an Upriser and be part of something big.
By Heather LeFevre, Head of Strategy StrawberryFrog Amsterdam
Now, I only know Diego through twitter, but I would say about half of his tweets are about bacon and other pork recipes he enjoys. So I was intrigued to find out what instigated such a project. It turns out, a man died of a heart attack on his long-haul flight and a friend of his nearly died the same day of heart complications. Then he watched a couple of documentaries and decided to try the juice fast.
If you wanted to understand his reasoning, he explained, you had to watch Fat, Sick and Nearly Dead. Curious, I watched the film. And though I didn’t decide to fast, I too started drinking fresh vegetable juices and urging my friends to watch the film and have juice with me. I started a mini-movement in our StrawberryFrog office.
Suddenly everyone was popping into the local juice shops during lunch. One of the options near my office is a fresh juice shop in Amsterdam called Frood. They have a second location near my house so I became a frequent customer. Sadly, they have just gone out of business last week. They had posted a sign that they were looking to sell the business, and for a moment I thought about it. Why? Because I am truly passionate about juicing. I believe in it. I believe that you can get far more vitamins into your body from juice than you could ever eat on your plate. That the nutrients I get has changed the way I feel and I can see it in my skin when I drink it consistently.
I imagined myself replacing the disinterested girls behind the counter and making every customer a fan of juicing, spreading the good word around down. I thought about how I would market the shop. In addition to all the social presence they lack, I envisioned putting 50 or 100 copies of the documentary in mailboxes in the neighborhood. Return the DVD to the shop for a free juice. Then repeat. I’m convinced I would have saved that business. If only I wanted to own a juice shop. But that is what starts a movement. True, authentic, passionate belief that others can buy. Because as we’ve learned from Simon Sinek, people don’t buy WHAT we do, they buy WHY we do it. It’s not about what or even how you do something differently. It’s about dedicating your brand to a purpose and never deviating from it.
Read more on Uprising.
With newspaper circulations down, television commercials easily skipped and social media the number one activity on the web, brands are naturally following the crowd by going ‘social’ and joining millions of people online.
They’re setting up Twitter accounts and Facebook pages. They’re getting on Google+ and even dipping their toe into LinkedIn. Some have started blogs and created Flickr or Vimeo accounts to share pictures and videos.
Whilst this is all worthwhile, many brands are still getting it completely wrong. They’re trying to integrate social media into their old ‘marketing mix’ rather than understanding the whole purpose of social media.
They’re missing the point by throwing out one-way marketing messages like before, screaming things like ‘Buy This’ and ‘Get your 20 per cent discount today! Ok maybe that last message pulls a lot of eyeballs but is that any way to build a premium brand?
This traditional, one-way marketing doesn’t work anymore. Consumers are already bombarded with thousands of marketing messages on a daily basis but the majority of them are ignored. Most banner ads don’t get a click-through - it’s about 1% on the good ones. Nearly half of all direct mail is never opened. And there are OVER than 200 million Americans on the ‘Do Not Call’ list.
So what else can you do to get your messages out there?
Today, we are all connected. Today, smart brands make business personal. And they do that by becoming a social business rather than applying the same old marketing techniques to the new medium of social media. They realize that ‘social’ isn’t a new way of marketing, It’s a new way of doing business.
A social business doesn’t just do social, it uses strategic and creative excellence, and extraordinarily well thought through content to create brand lust, engagement heat and ultimately passionate advocates for the business and it’s products and services.
Brands that get social media right by becoming social see phenomenal success. Just look at the facts. Nearly two thirds of businesses have acquired a customer through their blog. A quarter of B2B firms have gained a client through Facebook. Company websites that have a blog get 55 per cent more visitors than those who don’t. There’s even evidence to suggest that web visitors from social sites convert 59 per cent higher than those who aren’t communicating directly with their customers. On Thanksgiving day our clients at Jim Beam welcomed their 1 millionth fan on Facebook, after some savvy social by our Beam & StrawberryFrog team.
You see - it’s not just about ‘going social’. It’s about becoming a social business. It’s realizing that marketing doesn’t work like it used to. Today, successful brands become social ones.
So how do you become a social business?
Essentially, markets have become conversations. If you want to become social you have to start listening to your customers, joining in on the global conversation and building relationships. If you do that, you’ll build trust and transparency. And brands that are trustworthy in today’s digital era will fair much better than those who aren’t yet social.
Because in this socially connected, real-time and mobile-enabled world, isn’t it better to be human and real than try to bombard irrelevant marketing messages like before? Isn’t it smarter to get personal and understand that people want to feel connected with humans not logos?
If you’re ready to take your company to the next level and become a social business, there are movement strategies for growth and how you can achieve that.
Read more inspiring articles JOIN UPRISING at http://www.uprisingmovements.com
By Scott Goodson, Founder of StrawberryFrog. His book Uprising will be published by McGraw Hill early next year.
Apple has just launched a software update to fix a problem that was draining the battery life of its new iPhone 4S, something that caused a wave of complaints from customers and critics across the globe.
Of course, it didn’t help that Apple apparently took several weeks to even acknowledge the glitch. Or that it came on top of lots of other problems with the new iOS 5 operating system – all of which are now resolved according to the software giant.
But will this damage Apple’s reputation? Is there a growing uprising against the Californian company? Are people ditching Apple to go elsewhere? Is its PR team panicking? It would seem not.
You see, whenever Apple has problems with its products, its customers are incredibly forgiving and patient. They understand that issues can sometimes arise and they’ll continue to buy Apple products despite any mistakes they might make.
But why is there such a huge loyalty towards Apple?
Well, it’s mainly because of the late, great Steve Jobs. Apple is Steve Jobs. Steve Jobs is Apple. People feel like they have a personal relationship with Apple because they’re essentially thinking of Steve.
And when you think about how incredibly passionate Steve was about Apple products, ensuring they were of the highest quality and cutting-edge design, you can understand why people are willing to be lenient.
By creating an emotional connection with its customers, Apple has done the near impossible – it has acquired a loyal following. Brand loyalty has played a huge part in its global success. There’s no doubt about that.
So if people will forgive brands that sometimes mess up, how can you ensure your own brand gets the same kind of attention?
Firstly, you have to build relationships with your customers. And that means being trustworthy and transparent. You do that by embracing the Internet and social media. You can start blogging. You can talk directly to people on Twitter. You can use Facebook to show who’s behind your logo. All of that is obvious.
Secondly – and this is the real key to brand loyalty – you have to carry out some movement marketing. You have to stop telling people about what your company makes, and instead think about what you believe in. And what you believe in has to touch a nerve with your target market.
Steve Jobs did this brilliantly. He told the world that he believed in innovative, high quality products and would always strive to bring the best technology to the market. In fact, Apple’s mission statement doesn’t really talk about what it does; it talks about what it believes in.
It reads: “Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”
With this inspiring mission statement in mind, consider what makes your brand tick. If you’re a car company, don’t put messages out there that say ‘We sell cars!’ Think about something that will tap into your customers’ emotions and go for it. Like, for example, the ‘Against Dumb’ campaign my StrawberryFrog did on fighting big mass over-consumption for Smart USA.
Whatever you choose, you have to believein something that starts from the very core of your business. It’s no good saying you believe in saving the environment if your company wastes tonnes of paper every year.
Apple’s worldwide success is because its mission statement resonates throughout each and every part of its operations. Brand loyalty begins from the inside out. You can’t fool people and loyalty won’t come so easily.
People who buy Apple products know of the passion and dedication that went into making them. They know Apple is committed to making the best quality software systems and products possible. They also associate Steve Jobs with Apple, feeling as though they have an emotional connection with the company. And that’s why they’re happy to overlook the odd glitch.
But brand loyalty isn’t just about forgiving brands for the odd mistake. It also means people won’t go elsewhere, even if the competition offer lower prices. It keeps revenues high and retains market share. You can see why brand loyalty is a priority for any business.
If you want brand loyalty, figure out how you can connect with your customers and start a movement that you believe in. The rest will certainly follow.