What makes a successful socially driven marketing campaign? Is it the fact that you have a blog, a spokester, or videos on YouTube?
Anybody can do that, all it takes is a suitable Wordpress theme, a camera, and somebody to stand in front of it. What makes a successful campaign is what’s contained within the structure that a blog, YouTube, and the myriad other web tools that exist offer to the campaign.
These things are merely a container, and if you aren’t paying attention to what’s inside the container your going to get a mouthful of something that doesn’t quite taste like lemonade.
Its all about the little things, the things that create the tone, the atmosphere, and the voice you are aiming for.
As an example, take a look at Resource 1 Credit Union’s MyLifeMyMoney minisite. There’s been lots of talk about how it’s a blatant rip-off of Currency Marketing’s Young and Free product (recently launched by Resource 1’s neighbor TDECU). First let me say kudos to R1 for doing something most credit unions would be terrified of. Copycatting aside, it is still a gutsy move for any credit union.
On the site, the first thing that caught my eye was a bright green box on an otherwise gray site. In this box is a welcome message. See if you can spot what is wrong with this message:
Welcome to the MyLifeMyMoney website! MyLifeMyMoney is the perfect package of financial tools and products for adults ages 18-34, aka Generation Y. Surf around, check it out, and see why MyLifeMyMoney is the perfect way to bank for your generation.
The problem with this message isn’t grammar, length, or even the odd age range. The problem is the word “your”.
This campaign is an effort to connect with the Gen-Y crowd. One of the important things to keep in mind when dealing with Gen-Y is that they look for something that is “Theirs” or “ours”, something that isn’t handed down from a gray-haired banker trying to get their cash.
The words “your generation” say to me “hey we’re old, but we made this thing hoping you young whipper-snappers will open an account”. To really engage a Gen-Y demographic with a campaign like this it needs to feel like “we made this for us, this is our site, our blog, our product.”
Even if it happens subconsciously, this small piece of wording can undermine the entire effort, put potential Gen-Yers off, and portray an image contrary to what you're going for.
Its all about the small stuff, the tiny details, the words contained within the structure of a “web 2.0” marketing campaign.
So, to all you credit unions looking to start a Y&F style campaign, just because it’s yellow, doesn’t mean its lemonade.
P.S. Resource one, if you’re reading this, please lose the autoplaying video that pops up every time I visit the MLMM site. It’s not cool, its not helpful, its annoying. Thanks.