An erstwhile ‘Grade II Obese’ man is now within the ‘normal weight range’, thanks (not just) to Twitter.
Ok. What is the connection between an Obese Man having reduced to ‘normal weight range’ and social media? Little do we realise the power of community building, cause marketing, social media and a huge mash up of all these three! Here goes the story!
Big Loser #bglsr
Around February 2011, a gentleman who goes by the twitter handle @b50 and is a twitter celebrity of sorts, probably felt that he had to lose weight and required motivation and started a movement called Big Loser (Twitter hashtag #bglsr). It is a movement where one sponsors another for weight-loss. By sponsor, it means that the person who sponsors will pay a pre-decided amount (say Rs.10) for every kilo of weight lost by the person who is being sponsored.
On February 1, 2012, the first edition of #bglsr closed with 28 contributors donating over Rs.1 lakh for a charity. Impressive because some donations came from people who have never met each other before!
The Social Media angle
The entire movement in my eyes is an awesome Marketing effort. Knowingly or unknowingly, the Big Loser movement seems to have touched every nerve with the right pressure and has built an online community only through social media!
There was a purpose. A purpose that everyone could identify themselves with! Healthy living married with charity. This is almost like Lagaan which mashed up Love, patriotism & cricket! Couldn’t get any better. Having identified the purpose and having put it out in the open, the role that the community builder (@b50 & his gang @chhavi, @sashg & @aalaap) had to play was just to channelize the energy. Regular offline meetings / tweet-ups were held and each person amongst the coordinators had a distinct role to play. And the best part was the role that each participant had to play. They all knew their roles and it was sufficiently made clear… only through twitter and the website built for this purpose (www.bigloserindia.com).
Sub-events like #BLOTW – Big Loser Of The Week were created to keep the momentum going for an entire year. Some kind hearted corporates (including The Bombay Store, Staeta Soy Milk, Placid Hairdressing & Skin, Popsci Magazine et al chipped in with goodies for #BLOTW winners.
Participants were motivated to update their data online. An application to track how much weight has been lost was built and could be accessed through Twitter credentials.
At its peak, the number of participants soared beyond thousands and averaged about 4-5 tweets every second carrying the #bglsr tag. People started tweeting about their morning walks and hash tagged #bglsr. The momentum was achieved. Spiralled / Viralled whatever you call it, what started as a germ of a thought had become a community movement and had followings from across the world.
A key point to be noted is that the only offline support that this movement received was through the bit of press coverage that they had. What was impressive is the fact that they got coverage from Forbes apart from Hindustan Times, DNA & Mumbai Mirror!
- Some really healthy individuals. Proof: https://twitter.com/#!/b50/status/166047187468435456
- A tally of Rs.104,750/- as donations to charities designated by the organisers.
- Some people who ‘sponsored’ haven’t met the people they were sponsoring. Either there was a sense of belief on the amount of weight lost or they just went by images of ‘before & after’. This was a strong message in terms of community building. The belief that was blindly placed on the ‘bigloser’ was nothing less than awesome.
- A successful community which is now on its way to starting ‘season 2’ a la the TV series’ of now.
- Clear vision on the events, sub-events, groups, the roles that each one had to play and a meaningful purpose that needs to be chased!
As @b50 says, “We didn’t have to monitor the number of people who joined the movement. The usage of the hashtag wasn’t restricted and was free flowing. But what mattered was the result. Healthy people and a healthy amount to support a good cause!”
The introduction of the book Community Building on the Web: Secret Strategies for Successful Online Communities outlines the following nine clear steps to build successful communities on the web.
- Define and articulate your PURPOSE
- Build flexible, extensible gathering PLACES
- Create meaningful and evolving member PROFILES
- Design for a range of ROLES
- Develop a strong LEADERSHIP program
- Encourage appropriate ETIQUETTE
- Promoting cyclic EVENTS
- Integrate the RITUALS of community life
- Facilitate member-run SUBGROUPS
And I have little doubt that #bglsr movement is an awesome case study in executing a very successful online community. A great lesson to be learnt!