Launched at the red carpet events the Time’s Up movement is gradually moving it audiences towards discussing further the issues of gender inequality, abuse of power and sexual harassment in workplaces and industries. It is not about awareness anymore but about taking actions, hearing stories of others and supporting victims.
From the Time’s Up campaign example we see that social media campaigns are leading to more than just slacktivist behaviour. Society and audiences are listening and acting on information; they express empathy and they learn to be cautious. In the past two years my research colleague @FreyaSamuelson-Cramp and I have been looking into issues around outcomes achieved by social media marketing when it comes to promoting and engaging audiences and society with social causes, i.e. child abuse, poverty, immigration etc. Over the course of these two years we conducted empirical research into slacktivist behaviour and of course we have interpreted and followed through results achieved by famous social marketing campaigns such as IceBucketChallenge and KONY2012. In most of these cases we have seen amazing results in terms of awareness. Our study does show that slacktivists are engaging with the online social marketing campaign due to participatory and solidarity culture of social media. Psychological and emotional motives are strongly utilised by most social marketing campaigns, hence, they do achieve number of likes, shares and reshares – activity metrics of social media engagement. However, most of these campaigns, just like any social media content, are eventually lost in timelines of content, forgotten and dusted. What is different about Time’s Up? Below are some headings that I believe make Time’s Up a truly successful and different social media campaign.
Time’s Up movement created from the #MeToo campaign brings to light stories of sexual harassment in workplaces, entertainment industry and overall gender inequality issues where males are abusing own rights and power to undermine, disrespect and take advantage of women. The story of Men Power, and gender inequality (or should I say, Women Powerlessness) is documented in fairytales such as Cinderella (only prince can make cinderella a princess), Red Riding Hood (only the hunter could save the poor girl and her granny) is accompanying young children, leading up to embedded into upbringing differences in girls and boys. Today, however, stories are changing with Elsa relying on her sister to rule her land and Moana being the only person to save her people and in fact give back a demigod abilities to ‘powerful’ Mawi. And quite frankly these stories are not about battle of powers but the partnership of genders. #MeToo campaign, in light of these new stories, is not about females or males but about a suffer that abuse of power creates. This story united people, families, celebrities and their fans. Solidarity, community and emotions are three components that were critical stimuli to make #MeToo campaign a relatable story.
INTEGRATED MARKETING COMMUNICATIONS
Time’s Up movement is a continuous campaign that is reactive and carefully planned at the same time. However, its success is hugely depends on utilising omni-channel communication with events marketing at the heart. Major entertainment events such as Golden Globes, BAFTAs, Grammys are platform to talk to all people across the world using celebrities are transmitters of the message. This time, however, victims themselves play a role in communicating their messages and having a community of supporters by their side. The show embeds solidarity and partnership – this makes a positive attitude and support unavoidable. Watch my favourite speech by Janelle Monáe during Grammys: https://www.youtube.com/watch?v=DjqFGS5CwFA
Powerful, is not it? So, I can watch this speech over and over and share, reshare and comment because of social media channels like YouTube, Facebook, Twitter etc. TV channels, magazine covers, bloggers, any social media user have now shared their opinions and created own content to demonstrate solidarity and support. Bundle of channels and, hence, webs of conversations enable the Time’s Up to bring in financially and capabilities viable and critical partners (i.e. volunteer lawyers) together to help victims of sexual harassment and deliver a justice. Content and ubiquitous conversation enable victims to feel supported and speak out without feeling ashamed and hope to be supported.
It is not ends on communication and promotion only, we see changes in products and services – the whole marketing industry is reacting to #MeToo story with wearable gadgets being introduced to help victims in the incidents of attacks.
Overall, it is because of one single story and consistent and coherent multichannel transmission of the story, Time’s up, through crowdfunding vis-a-vis likes and shares, is building an army of supporters and people who truly can make difference to victims’ lives and build in policies and regulations, and change attitudes.
AUDIENCE JOURNEY MAPPING
Time’s up through awareness and move to interest and education is now slowly taking its audiences to stage of action and meaningdul engagement. This campaign is not about one reaction but Time’s Up aims to achieve a gradual combination of emotional and behavioural changes. With the global events at heart, the campaign is bringing in to spotlight the Story. However, behind the scene it enables others to conduct further research and form own opinion vis-a-vis social media conversations and follow-up media coverage. Now, gradually we see key stakeholders being involved in making visible and actionable changes that are to affect all of us via policies and cultural value shifts. This is what drastically differentiates Time’s Up from other social marketing campaigns. Here we see gradual journey, that all of us within the audience, conduct: from Awareness stage to Interest, Desire and now Action. Integrated marketing communications and careful mapping of audiences’ behavioural journey enables that conversion of slacktivists into activists.
SOCIAL MEDIA LISTENING
Social media listening is important part of a marketing research. It is mostly used in pre-campaign phases to shape story and make it relevant, current (or timely), choose channels and personas. However, in my article about Universities marketing I did write that social media listening needs to be everyday job of today’s T-shaped marketers: social media listening is not just about research but it is part of content development and social media storytelling – sensing when to release next chapter of your story, who to be the hero of your chapter. Time’s Up is doing this quite well and quite frankly it is not channel or event related. For instance after Golden Globes, Grammys and BAFTA events could easily shift attention to different phase of audience journey (as per above). However, Time’s Up did listen and learnt that audience was not ready yet and education (interest, desire) phase was to be prolonged.
PERSONA ENGAGEMENT, NOT DEVELOPMENT, APPROACH!
Although the campaign is aimed at everyone, there is a key persona for the Time’s Up – a victim (past, present and future) of sexual harassment. This persona is not narrowly described by her/his social media networks and other touchpoints, demographic and lifestyle profiling; this persona is defined by his/her journey in relation to the Story (as per above). This is quite different to other nonprofit or for profit marketing campaigns. Time’s Up is becoming a gradual part of its personas’ journeys, hence the campaign is underpinned by engagement approach. For instance, we see now gradual changes in attitudes that make victims of sexual harassment to be open about their stories. Next, Time’s Up is aiming to build a strong and leading to actual results support ecosystem that will enable victims to ‘break the silence’ and come forward. Future personas or these to be educated, and hence not to ever be victims, are part of the journey through education and learning and reassurance that this topic is no longer a taboo subject.
We are still to observe and learn about the Time’s Up campaign. However, one thing is clear about this social marketing campaign, it places key characters at the heart of its story, listens to conversations and evaluates readiness of audiences to proceed to the next phases of customer journey. It clearly uses a nonconformist – slacktivist – activist conversion as a foundation for its phased but continuous communication.