{"id":296,"date":"2014-08-20T16:11:36","date_gmt":"2014-08-20T23:11:36","guid":{"rendered":"http:\/\/pages.palomar.edu\/mcassoni\/?p=296"},"modified":"2014-08-22T12:33:23","modified_gmt":"2014-08-22T19:33:23","slug":"als-ice-bucket-challenge","status":"publish","type":"post","link":"https:\/\/pages.palomar.edu\/mcassoni\/2014\/08\/20\/als-ice-bucket-challenge\/","title":{"rendered":"The ALS Ice Bucket Challenge"},"content":{"rendered":"

\"\"As a social media enthusiast, I’ve been intrigued by the ALS Ice Bucket Challenge<\/a> sweeping Facebook. \u00a0Why has it been so successful? \u00a0And what can we learn about using Social Media to drive engagement \u00a0for our own products, brands, or causes? \u00a0Whether the creators of this challenge knew it or not – I see TWO<\/strong> key tactics they incorporated that resulted in the large number of people taking part and\u00a0ultimately, driving donations (the business goal) to ALSA.org.<\/p>\n

1. \u00a0The first\u00a0tactic is to create content that will elicit emotion. \u00a0ALS is no laughing matter, but who doesn’t want to see their friends looking silly for a moment \u00a0— all with good intentions of helping a worthy cause? \u00a0Watching these videos takes you on a mini\u00a0roller coaster of emotions —\u00a0you may first laugh at your friends, and then\u00a0think about a loved one who may have suffered from the disease, and finally become fearful that your name might be tagged to be the next one to take the challenge! \u00a0Emotional involvement is key in social media.<\/p>\n

2. \u00a0The second tactic is that the content was easily created\u00a0so it could be duplicated and shared over and over (virality!) by anyone. \u00a0Who doesn’t have a bucket, ice water, and a friend or family member with a smart phone? \u00a0My favorite part \u00a0was watching different people’s take on how to do the challenge. \u00a0I’ve seen friends in backyards, pools, tubs, and spas\u00a0— all putting their personal spin on the challenge — and thus making them that more emotionally involved.<\/p>\n

As social media pervades marketing more and more, analyzing the campaigns that work well (and don’t work well) will become a critical skill.<\/p>\n

I look forward to seeing students in my BUS 152 – Social Media for Business<\/a> class so we can talk more about this and perhaps, create our OWN fabulous content that goes viral.<\/p>\n","protected":false},"excerpt":{"rendered":"

As a social media enthusiast, I’ve been intrigued by the ALS Ice Bucket Challenge sweeping Facebook. \u00a0Why has it been so successful? \u00a0And what can we learn about using Social Media to drive engagement \u00a0for our own products, brands, or causes? \u00a0Whether the creators of this challenge knew it or not – I see TWO […]<\/p>\n","protected":false},"author":60,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-296","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nThe ALS Ice Bucket Challenge - 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