I'm a sucker for black dogs that look like my old dog Sadie. This photo is from the Humane Society's recent "Wendy That's Not Right" campaign. This technique is the "hold a sign meme" where you ask your community to send photos to flickr of you (or your animal) holding a protest sign. The flickr pool of photos is here.
I saw a campaign email (I'm on their list so I saw the email a fews ago, but I was too overwhelmed with email to do anything). Today, I happened to see HSUS that staffer Carrie Lewis posted a note on her profile and it showed up on my friends feed on Facebook. Hence repetition through different channels is probably a necessary as is tracking the results of different channels and interpretation. (The text of the Facebook note is below in case you want to take action.) Here's some points:
- This is a great example of multi-channel marketing with integrating social media along with other more "traditional" internet tools like email. I'm assuming the messaging on Facebook is slightly different from that on other networks or via email. The messaging on MySpace is a very different style. How else is the message being distributed and how it is being tweaked for style and language for different channels?
- I love the Flickr Hold A Sign Meme - but so far haven't found a great application in Facebook that allows for easy cross posting. Has anyone? I wonder if the photos would also get spread on Facebook?
- Some of the photos are licensed with "all rights reserved" and it would make sense to promote the cc licensing so the photos could easily spread.
- I wonder how HSUS is cross-promoting or engaging with the dozen or so brand groups like the Wendy's Frosty Group on Facebook.
- I wonder what the ROI is of incorporating the social media strategies and how they are tracking this campaign. I would love to see campaign map.
The Facebook Note
Tell Wendy's to have some compassion for animals! Let them know that we want them to stop using eggs (yes, they use them in their new breakfast menu) from caged hens which are crammed into spaces so small they can't even turn around.
It's so easy... use your digital camera or even your cell phone. You can create your photo message by doing one of the following:
1- taking a photo of yourself and adding text to it containing your message
2- having a friend take a photo of you holding up a sign with your message on it
It's been done both ways. To see the photos we've already received, check out our Flickr group:
Once you've got your picture, you can either upload it directly to the Flickr group above or send it to us at email@example.com.
Please make sure to include your name and where your from on your message. And please only send photos... if you'd like to just send Wendy's a message, you can write to them.
Thank you for caring about ALL animals!
The Humane Society of the United States