Page 359 - Social Media Marketing for Dummies

GROUP DECISION MAKING

Group decision making in mobile marketing is just what it sounds like: using the aspects
of mobile to stimulate interactions with groups. Mobile allows people to participate in
group settings wherever they are, which makes the membership of the group even
larger and more diverse than ever before.

Think about something as simple as planning a party. Using a mobile phone, you can
invite all your friends in your address book by sending a text message. Then you can ask
your friends what food they would like to bring to the party and keep a running tally of
guests who plan to attend. Additional messages can go to those who haven’t replied,
and soon you have a full menu ready to go. Next you can ask everyone to bring music.
And a few button presses later, the evening shapes up nicely.

Community engagement is all about stimulating interaction between you and
members of your audience, as well as among community members. You want
them talking to each other. Mobile devices are perfect for this aspect of the social
community; you can take advantage of this connectivity and the ability to share
experiences whenever and wherever community members want to.

Supporting a cause

Cause marketing is the cooperative use of marketing strategy by a for-profit
business and a nonprofit organization for mutual benefit. The business gets to
align itself with the value of the nonprofit organization, and the nonprofit
organization gets the opportunity to draw attention to its activities and possibly
recruit new volunteers and donors.

The mobile channel is ideal for capturing charitable donations. You can mobile-
enhance any social media marketing program and put a call to action in this
marketing to elicit a response from your audience. In the case of mobile charitable
donation programs, the response you’re looking for is a financial contribution. For
example, the American Cancer Society (ACS) raises money by encouraging sponsors
to donate via text message. See Figure 23-3 for the call to action featured on the
ACS website (https://www.cancer.org/involved/donate/donate-by-mail-or-
phone.html). This is an effective channel for charitable donations because mobile
subscribers can participate without registering for a service or using a credit card;
the donation can go straight to a subscriber’s mobile phone bill, with 100 percent
of the donation being passed to the participating charity. The full amount can be
donated to the charity because the person who donates pays the phone transaction
fee, and the ads are usually donated by the ad server company.

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