I don’t know. Anyone? But I do know that a social marketer would have fun trying. On the train back from a meeting with members of the CIM social marketing group a friend and I were observing what a great bunch of people they were and how energised we felt from spending time with them. Could it be because, perhaps, social marketers are most likely to believe that change is possible?
This particular group of the Chartered Institute of Marketing launched last year. It aimed to have 50 members by the end of 2010. It already has over 450. The core group, who manage the group, numbers over 15 enthusiastic volunteers who gladly pitch in to organise events, research members’ interests, spread the word about social marketing and share learning with each other. I don’t think this group of people are unique. I think they’re social marketers.
Compare this to the traditional meeting where the typical response to a request for help is to avoid eye contact. Where someone who suggests something new is tried, or a change is made, is told “We tried that three years ago. It didn’t work.”.
Social marketers believe things can be different, that change can happen if you keep asking the right questions, remember that there’s nowt as queer as folk, and add a healthy dose of creativity into the mix.
In April, the World Non-profit and Social Marketing Conference takes place in Dublin (can’t wait) and even though in some ways life couldn’t be tougher for social marketing than it is right now, I have no doubt the rooms will be buzzing with ideas and positive thinking. (What’s the collective noun for social marketers? An influence?)
How many social marketers does it take to change a light bulb?
None.
They get you to change your own lightbulb and make you feel pleased that you did.
It might only take one, but first they’d have to do some research with the light bulb population to understand their key benefits and barriers to change.
True : ) They’d probably also develop a new lightbulb that is fun to change, uses less energy and lasts longer