I have a habit of clipping case studie I find that fit within the Scatter, Gather, Matter framework. You can actually see all of these on my Delicious account.
A recent one that I found that is in the vein of the Old Spice campaign is a set of personalised videos from Ford. Here’s a small sample:
If scattering your message is about pushing it everywhere and anywhere, gathering your message is about uniting people together and pulling them into the same place.
One way to do gather people is quite literally to showcase them – to put them in the show – as it not only gets their interest and participation by the virtue that you have showcased them, but they will also bring their crowd with them to watch them perform.
We don’t all have a budget to create videos talking to individual people. But we can involve people quite easily in what we do. The most basic form is a tweet about someone else or a blog post highlighting someone else’s work. Taking this deeper, we can actually ask people to contribute to our production. I learnt this when running a youth organization and quickly realising that when I asked bands to play, they brought their fans. Not only that, but when I asked young people to volunteer and be part of the organisation, they brought their friends to watch what they had made.
The trick really is to ask yourself “how can I involve someone else in this?”, from the small parts right up to the big parts. If you sell paper as a B2B business, for instance, you could showcase a business by naming a particular product after them because they buy so much of it, or asking them to demo a new product for a week free of charge and video what they think of it.
Social Media is supposed to be about co-creation, but we regularly find ego takes over and thus the blog becomes about the blogger, the show about the producer, and the church about the preacher. If we can lay down our ego and seek not to be interesting to be interested, then we can begin seeing the fruits of showcasing individuals.
Your Leading Thoughts
- Why is showcasing so rare? Is it that when we showcase one individual we alienate others?
- How practically do you showcase others?
P.S. I explain Showcase and two other social strategies in this article.