Posts Tagged 'social'

Who’s the most powerful group of Social Networkers in the UK? Yep, you’ve guessed it, Mums. I expect the title of this post gave it away.

More screen time, more purchase influence, and more connected than anyone else. Social Mum is in demand.

Just about every brand has recognised the power that mums have gained through social media activity. Their sharing of content, opinions, products, reviews and news is second to none, making it an extremely influential group, and an important group for brands to understand and engage with. Who wouldn’t want to reach the individual who is responsible for pretty much all the family purchase decisions?

But understanding what this demographic really wants from brands is key. Brands need to know who they are, what they like, where they spends their time and also what they think and what they are interested in.

Some brands do this really well. But for most actively trying to target this group it’s time to stop a second, forget the selling, and start listening.

Meeting the needs of Mums first, understanding their agenda, and remembering that Mums cannot be segmented into age brackets and socio demographics is the best place to start. If you can find out what they are thinking about, and then find a way to be useful and relevant to them you’re put yourself in a strong position to gain their attention. Support this with content that’s either useful or entertaining and you’ll have their ear. It’s up to you what you do with it.

So Rage against the Machine have done it. A track originally released by the band in 1992 (original chart position No.25) pips poor old Joe to the much coveted number spot for Xmas 2009.

But let’s be honest, how many of us had heard the Rage Against the Machine track before? How many of us know what the band look like? Where they’re from and what their favourite colours are? Not many (Not that we care).

Now Joe McEldrey…..

The song -  “The Climb”.

What’s he look like? A cheeky Geordie chappy with a Hollywood smile.

Where’s he from? South Shields.

Favourite colour? Anything that Cheryl likes.

So how do a band that relatively few people have heard of make it to Xmas number 1 toppling the behemoth that is X Factor with it’s massive television audience, huge publicity machine and endless marketing efforts?

Simple – Facebook.

Let’s be honest, it wasn’t the great song or the love of the band that got RATM to number 1, it was Facebook. To be more specific, it was a brilliantly orchestrated social media campaign by Jon and Tracy Morter, a couple fed up with the domination of the Xmas number 1 spot by X-Factor winners.

Their campaign highlights the phenomenal reach and influence social media channels can have. Zach le Rocha (RATM lead singer of course – c’mon guys) summed it up perfectly, “It was incredible organic grassroots campaign”. Indeed it was. A campaign started by a couple wanting a change, rapidly joined by 486,781 fans and quickly becoming the hottest topic on Facebook culminates in delivering the UK an alternative Xmas number 1 and delivring a crushiong blow to the slick marketing and publicity machine that is X-Factor.

So the platform that brought the Whispa back to our shelves, returned Monster Munch to the cupboards of children of the 80’s now has an ever greater feat to its name. A new Xmas number one.

At the risk of repeating a previous post. Social Media – Powerful stuff.

James ‘fastest thumb in SE1′ Prebble was in action over the weekend in the world marble championships.

Despite a strong showing and an easy win in the first round, the Germans, beach towels in hand, were victorious on the day and took the coveted title.

Commenting on the experience, Jimmi was heard to say

“Some people say Marbles is a game of luck. I say rubbish! It takes skill, the right attitude and years of dedication to reach world standard.”

Jimmi is, as I type, back down the gym training for next year’s event. Our local hero can bee seen in the YouTube clip below. Watch out for him 42 seconds in, clapping his hands whilst donning a fetching green and yellow wig. Don’t say it wasn’t taken seriously!

Great write up on the Guardian Sport blogs here.