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Influencer Marketing Lessons From Marcus Rashford

It’s fantastic to hear that the AQA exam board is looking to use Marcus Rashford as a case study on how best to use social media to instigate social change in society.  The 23 year old “black man from Wythenshawe” is not only a role model for many but a brilliant example of what an influencer can really do.

Marcus’ campaign to raise awareness of the issues associated with child poverty is rightfully textbook stuff, illustrating how best to use influence to raise awareness and deliver tangible changes to behaviour.

Within two weeks of launching, more than a million people had signed the petition calling for the government to extend free school meals through the summer holidays of the Covid-19 pandemic.  This was only the 5th time that a petition to parliament raised more than 1m signatures.

His success as an influencer is down to several reasons.  The first is that he has ‘lived experience’ and can relate to the issues he supports.  As a child, it’s well reported that Marcus Rashford had experienced significant poverty and could personally share the role that free school meals had played in his own life.  This meant he was not ‘preachy’ but honest and relatable based on his genuine experiences.

The footballer also has a significant profile on social media with more than 11.8 million followers on Instagram and a further 5 million on Twitter.  His personality shines through his posts and he remains consistently on message, relating to issues and topics that are important to him.  Marcus’ audience also relate to him on several levels whether football, as a young black man or as a role model in delivering social change.

He used his support well and his work was quickly amplified by cafés, takeaways, shops, and other outlets across the country who supported the campaign by pledging free meals to children during the holidays (in defiance of the government’s decision not to).  The campaign quickly built momentum at all levels of society and helped deliver the changes needed.

Marcus Rashford’s influence has been tangible.  He’s not only the youngest person to top the Sunday Times Giving List after raising more than £20 million in donations from supermarkets for groups tackling child poverty, but he’s also actively changed Government policy.

Last summer, Rashford managed to get the government to make a policy U-turn and agree to give free school meals to vulnerable youngsters during the Covid-19 impacted summer.  Later in October he secured a further £170m winter grant to support low-income families struggling with the continued impact of the pandemic.

Although he claims not to have ‘the education of a politician’ it’s clear his messages are simple and, like all good influencing campaigns or PR strategies, designed to engage with his audiences, encourage people to support the cause or even to take matters into their own hands.

This recognition, along with an MBE in the delayed 2020 Queen’s Birthday Honours List, are just some of the accolades he has achieved in his young life.  Let’s hope that Marcus Rashford’s great work continues to shine on the football field and in the fields of positively influencing equality, diversity and inclusion in today’s society.

IS IT POSSIBLE TO WORK JUST AS PRODUCTIVELY FROM HOME?

If quarantine has taught us anything about ourselves, it’s whether we can – or can’t – work from home effectively. Past studies, such as this one of a call-centre in China, have shown that, contrary to popular belief, productivity actually increases when staff work from home. Though gossip serves a purpose in the workplace (some might say an essential one), eliminating this aspect of the workspace is bound to increase productivity. A further study by Airtasker found that not only were employees healthier when working from home, but they were also on average working 16.8 more days a year in terms of productivity.

However, there is definitely a sense that some people just simply aren’t suited to working from home. Those who suffer from attention disorders, such as ADD and ADHD, find it particularly difficult without the structure and supervision of the office workspace. It’s hard enough for lots of us to stay off the (non-work related) social media when you need a distraction – particularly as the news is now ever-shifting, constantly updating us with legislation changes, statistics and advice.

So, to help you keep inspired, we at Source have compiled a short but sweet list of tips to help you work effectively from home.

  1. Listen to music. While some may understandably find this distracting, others find that listening to ambient or instrumental music while working does wonders for their concentration. This works in particular with over-ear headphones if you have noisy neighbours or a lively household!
  2. Work in a tidy space. This means you won’t have the temptation to get your Mrs. Hinch on – even if that is a productive form of procrastination. Plus, a tidy desk is a tidy mind!
  3. Work smart. If you’re in a slump, for whatever reason, leave the desk and come back when you’ve refreshed with a walk or a tea break. Globally, anxiety levels are naturally high right now, so it’s sometimes better to reset yourself with a break from the desk rather than push on through a mental hiccup.
  4. Give yourself something to look forward to. Whether it’s watching a new episode of your favourite TV show that just dropped, trying out a new recipe, or spending some chill time with your pets, having something to look forward to at the end of the working day is a great mood-lifter. Though it might seem like our choices are limited right now, there’s a wealth of advice, workouts, recipes, and amazing entertainment to keep us occupied.
  5. Limit your social media intake. This isn’t just to keep yourself away from distractions, but also to fend off some of the negative impacts of being constantly plugged in. Though it’s good to stay informed on the new advice, I find the wealth of opinions, anxiety and anger that reverberates after every government update pretty overwhelming. Keep up-to-date, but don’t be afraid to hit that mute button.

Naturally, it’s impossible to keep completely off the timelines, and it’s always nice to see the ordinary goings-on of our friends and family on Instagram, Twitter and Facebook!

At Source, we know all there is to know about social media, digital marketing and PR, and how to tailor it to your businesses’ needs – whatever they are. Contact us on 01829 720789, or follow us on Twitter (source_tweets), Instagram (prsource) and Facebook (Source PR).

LESSONS FROM A BOOKSTORE: HOW EFFECTIVE IS SOCIAL MEDIA MARKETING?

How effective is social media marketing? Well, we could tell you that it’s super worthwhile, but why not show you how effective it is instead?

Never has a story better demonstrated the sheer power of social media than that of Petersfield Bookshop. A story that we at Source PR have had the pleasure of following right from the beginning, and one that we’ve really enjoyed watching unfold.

It started like this…

Petersfield Bookshop – The Power Of A Tweet

Tumbleweed

Not a single book sold today…

£0.00…

We think this maybe the first time ever…

We know its miserable out but if you’d like to help us out please find our Abebooks offering below, all at 25% off at the moment….”

This was the tweet put out by @The_PBS, better known as Petersfield Bookshop, on the 14th January this year. We doubt whoever sat down to type it would have known just how much of an effect it would have.

Thanks to the ever-gladdening honourability of Twitter and the general tenderness of the British public, a few months down the line and the Bookshop is not only surviving but thriving.

petersfield-bookstore-how-effective-is-social-media-marketing

The tweet caught the attention of many and managed to rack up a little under 20,000 likes, supported by 9300 retweets. It attracted not only many verified accounts who further spread the notion that you should support small businesses, but also attained worldwide media coverage too.

It really has been a snowball effect; and is a true testament to just how powerful social media marketing and the right media exposure can be.

We may complain about the internet sometimes, but despite all its flaws, it really does have its advantages too. How effective is social media marketing? We think this short Twitter story demonstrates that it is entirely effective, when gotten right. Who can disagree with that? This story is just one glowing example of many.

Petersfield Bookshop went from having literally no customers on a single day, to having orders placed all around the world, along with an abundance of well-wishes and attentive followers.

Knowing exactly how to retain their audience too, the Twitter account manager for Petersfield has done an excellent job of keeping interested parties up to date. From charming acknowledgments to those who’ve supported the small business, to endearing posts that update us on how the store is doing now.

petersfield-bookstore-how-effective-is-social-media-marketing

We for one hope they never stop!

How Effective Is Social Media Marketing?

Adding to the engagement enjoyed on social media, the business has also seen quite a significant uplift in Google searches too. Thanks in no small part, we would presume, to the virality they relished just a few weeks ago.

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Google searches for ‘Petersfield Bookshop’ over the last 12 months… Spot the spike!

But perhaps what we love most about this whole affair, is that thanks to the updates on social media, you can actually really see and feel the benefits of the social media engagement that the Bookshop enjoyed. If you’re ever looking to answer the question “how effective is social media marketing?” then here’s your case study.

Not only is this total proof that social media truly works, but it’s also just so fantastic to see. We at The Source really love to see any small business burgeoning.

petersfield-bookstore-how-effective-is-social-media-marketing

Here’s to one of our absolute favourite Twitter stories of all time, long may Petersfield Bookshop continue to prosper and demonstrate how effective social media marketing is.

Are you looking for assistance with your social media marketing? You’re in the right place. Get in touch to find out how The Source can strengthen your reputation and grow your social presence. Or, why not check us out on social media?

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Twitter: @Source_Tweets

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This blog was adapted by PR Executive Jessica Pardoe from her personal PR blog.