6 Principles That Lead to Social-Media Success
Rule 5: Include others in everything you do
As an organization that is seeking to benefit from membership in the social nation, relying on others in every part of your company is the only way to alter what you do and how you do it to generate new donors and increase gifts.
Ducati really personifies this strategy. In 2003, the company did away with its traditional marketing in high-end magazines and the like, and re-centered itself around community members, their needs, feedback and conversations. Ducati made sure that fans and owners could attend plenty of rallies, races, parties and bike shows, as well as become involved in an online community. Now, Ducati has become even more popular due to fan enthusiasm — and its products and services have improved due to customer feedback and suggestions!
Rule 6: Rely on others for growth and innovation
Friends, fans and followers are instrumental in achieving growth in today's connected world. Instead of the "old" method of relying on focus groups that meet behind two-way mirrors, it's time to engage donors in a two-way conversation to innovate new services and ideas that matter.
Take Mountain Dew, for example. Instead of traditional product development efforts, PepsiCo created a "DEWmocracy" campaign to decide what the next Mountain Dew flavor would be. People could log on to Mountain Dew's website and play an exciting multileveled game, through which they could rack up points toward their preferred soda being chosen. Essentially, the company's next soft drink was in the hands of its social nation. Power to the people, indeed!