What the Jerry Lewis MDA Labor Day Telethon and Successful Social Marketing Efforts Have in Common
I had a meeting the other night with a potential client, and during the course of the meeting we came to realize that we both had formerly worked as district directors for the Muscular Dystrophy Association (yes ... "Jerry's Kids").
We got to talking about modern communications tools, and how social networking tools are really based upon the principles that have made the Jerry Lewis MDA Labor Day Telethon such a success.
In fact, the more we discussed it — the more I realized that the Labor Day Telethon is really a great example of why good social media marketing programs work.
First, in social media, businesses who are successful are those who aren't always trying the "hard sell." Those who put up unique, compelling content in a conversational way are those who see the most success. So it goes with the Telethon: people tune in for the entertainment — the singers, dancers, comedians — and then donate money as a secondary action. So, the "content" brings them in first ... and then they respond to the sales pitch (which, by the way, is done through more compelling content of touching stories of children and families affected by MD.)
Second, the Telethon is based not upon the principle of one-way broadcast communication — but on the principle of interactivity. You can see the volunteers on TV picking up the phone to take your call. Your local celebrity holds up a phone, asks you to call, and you do. The host announces that your local heating and air conditioning company is matching donations for the next two minutes, and so you respond and make your contribution.
Third, there is a sense of community. While Jerry Lewis does his schtick live from Las Vegas, every region of the country has their own, local segment of the Telethon, broadcast from a local venue in a town nearby. You know the hosts, you know the sponsors, and you know many of the volunteers answering phones in the background. In many cases, you know children and families who benefit from the money raised at the Telethon.
Content. Interactivity. Community.
These are principles upon which the MDA Labor Day Telethon have been built — and they're the same principles that make businesses and organizations successful in their social media marketing efforts.
