It is no secret that social media is an economical and efficient tool for advertisers. More frequently than ever, companies and brands are taking to various social media platforms to make their messages heard. Now this is a simple plea for inherently social brands like Coca-Cola and Skittles, but what about for the more mundane, ‘un-fun’ brands. Take blood donation for example. Organizations like Canadian Blood Services have a hard time creating engagement with potential blood donors. They are lacking a presence on social media and their website is a shamble of information with no sort of hierarchy or order. It is entirely a one-way conversation and though some of their tv spots have set their tagline “it’s in you to give” into our heads, that’s as far as it goes. The process of blood donation is just not a glamourous concept and I doubt that is going to change. There have been a few incidences recently, however, in which people have found a unique way to create an integrated, social experience around giving blood.
HEMOBA X ESPORTE CLUB VITORIA
Watch video below:
What they did incredibly was that they made the act of giving blood a social process. They sent a bold message while creating a conversation and engaged the masses by having a strong presence online using social media and one of Brazil’s beloved soccer clubs. The campaign generated 1.3 billion web views, won countless awards and generated US$ 8,000,000 ROI in blood donations.
Another notable creation, LAW3ANDAKDAM, stemmed from an Egyptian man’s mission to find blood for a relative in need. He launched a Free online service that matches blood donors and patients in need of blood, based on location and blood type through social media. Now that’s a man that takes things into his own hands; very cool.
Lastly, I find social media, particularly Twitter, fascinating to follow live during big events and tragedies. During the Boston Marathon Bombs last month, in which 150 people were severely injured and much blood was lost, Twitter proved a lifesaver.
So take these lessons and run with them:
Social media is
· An excellent tool for driving change in behaviour
· A tool that produces immediate response
· Useful in emergency situations
Would love to know other ways you think blood donation could be increased via social media so please feel free to comment below.
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