What can the Paralympics teach us about social media marketing?

On initial inspection, effective social media marketing lessons might not be gleaned from the launch of the Paralympics – but there’s much to be learned from the Paralympic story. As reported in the Telegraph, the Paralympics are enjoying staggering commercial success, with it being the first Paralympics in history to enjoy sell-out ticket success – in the region of 2.5 million tickets so far, and a further 10,000 tickets available for each remaining day of the Games. But, given the slick marketing campaign centred around a superb 'Meet the Superhumans' TV advert, the success is no surprise. If you want to see the most incredible piece of advertising on television at the moment, put everything down for 91 seconds and visit here. It’s an amazing double hit of gratitude and inspiration, and remains a wonderful piece of modern marketing. So, as the first 24 hours of the 2012 Paralympics draw to a close, there are some valuable lessons to be gained from the Games which can be used for meaningful and memorable social media marketing: * The messaging is unique One thing which has stood out in the marketing and execution of the first day of the 2012 Paralympics is the unique message – we know that something different, amazing and inspirational is going to be served up to us. Effective social media marketing should be the same – if you’re not striving for a powerful and unique level of engagement through social media, why bother? * The participants are unique Another thing which stands out significantly in the Games are the participants – unique individuals, all with special skills, drive and ambition to succeed, and giving a powerful effect on presumptions about disability. Effective social media marketing should also be unique in the way it challenges and inspires an audience. Are you serving up something special, or same-old same-old? * The impact is unique Something else which stands out about the Paralympics is the impact. Even the party atmosphere delivered in the opening ceremony was incredible, let alone the first day’s events. Effective social media marketing should have a lasting impact on an audience, to generate loyalty, increase future engagement, and increase viral reach. Is your social media impact unique?