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Here’s Your Marketing and/or Social Media Lesson for Today (Case Study)

by James Ball on June 1, 2011

I want you to take a look today, if you will, at an initiative that was launched yesterday by the fine folks at Seth Godin’s Domino Project. I think that you’ll find some ideas and a chunk of real inspiration here, I know I did. Actually, I’m not even going to be coy about it, I was floored by the time I got to the bottom of the page.

I’m holding Amber Rae and Willie Jackson responsible for this awe that I’m feeling, though I know that The Domino Project is very much a team effort. Kudos to all involved! I do actually know Willie. He blame’s Amber, and so they’re both “it” today.

Both attribute the inspiration for this concept to a similar initiative from last year called #reverb10. I do think that this new initiative, titled “#trust30” goes a step or two beyond the prior in that there is an actual product for sale. Also, there is a company involved here that stands to benefit via a ton of traffic and an elevated awareness of their brand and mission. This crosses the line with me; #trust30 isn’t merely an inspiration challenge, we’re witnessing pure and brilliant marketing!

On the very first day the challenge prompted almost 650 tweets and 800+ Facebook “Likes”. As of 10pm yesterday, 3000+ had taken the challenge. In doing so, they agree that for the next 30 days they will receive a prompt and take action to generate something. Prompts are posted on the site or via email by the thought leaders associated with the challenge. Participants have all committed to generate something each day on the journey.

Yesterday’s prompt:

You just discovered you have fifteen minutes to live.

1. Set a timer for fifteen minutes.
2. Write the story that has to be written.

(Author: Gwen Bell)

Blog posts and tweets are encouraged, but journaling is mentioned as well.  #trust30 itself is a hashtag and is to be used when tweeting about the project. There are also badges with code that can be taken and placed on participant’s blogs to encourage others to take the challenge as well. Looks like they have the social media space and the blogosphere pretty well saturated for the next 30 days and beyond, right? All of this generated content will likely mention and link back to the original website. Just check out the tweets so far. Yes, there WILL be traffic.

For story, it is announced that “Self Reliance” by Ralph Waldo Emerson is being republished. The entire challenge that is #trust30 is an exercise in inspiration to “reflect on your now, and to create direction for your future.”  I love that the two very separate things are so (seemingly) casually interwoven. I think that this wasn’t as easy to conceptualize as you might think.

What about the site itself? Could you ask for a more aesthetically pleasing and minimal site? From the choice of colors to the use and placement of the images, the site walks the old eyeballs swiftly along a guided path. I was signing up before I knew what hit me. Oh, and let’s do examine that opt-in form.  It’s a creatively crafted pledge to better myself, a commitment to grow! Of course they now have my email address…but you know what? I feel very confident that anything coming from this group will have value attached when it arrives.

So what do you think? Doesn’t all of this just come together and show off some of the fundamental principles of digital marketing? What makes it so special to me is that it comes across as unobtrusive and it has an effortless feel to it. This can only be pulled off by skilled individuals and teams with some real business and marketing background. That’s why I thought this would provide a great example to learn from for all of us here today! The comments are open. Please do let me know your thoughts!

I was truly inspired yesterday upon finding out about the challenge and then landing on the #trust30 page. This seriously prompted me to consider new possibilities for my own efforts and initiatives in the future. For this, and with much gratitude, I want to give away badges. Hey, it is what it is. So Amber, Willie, take these and put em’ on a shelf someplace as a memento from me. These are the very first, but I am considering making it a habit.  I just wanted to show my appreciation for the time, effort, and talent that went into the #trust30 initiative. Somehow I know the inspiration and fine example will take me places.

Melissa June 1, 2011 at 10:56 am

Debbie, you did it again. Just got back from vacation and found your post. I am signing up, of course, but also kudo's to you for a powerful blog entry!

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