SocialButterfly

Mr. Roboto is…a Social Marketeer?

Monday, November 16th, 2009 | Education and Resources | No Comments

Yes, you heard correctly. Who ever thought you’d hear the word “robot” used in the same sentence of “social marketing?”  Julia Snow of SocialMarketingEast did.

Using online technology xtranormal, Snow created three YouTube tutorials about social marketing–each lasting about a minute and a half–featuring robots. The idea is for anyone to create their own videos or to submit questions that can be addressed in future tutorials.

Below, you can follow part one of the robots explaining what social marketing is and how it’s different from traditional marketing. Part two gives a simplified look at the exchange theory. In part three, the robots discuss segmentation.

We talk about making our communications innovative, unique and creative; thus, I like how Snow and SocialMarketingEast are doing just that. With the help of robots, perhaps we can better brand integrates these social marketing as a field, as well as educate others about its potential.

*Special thanks to the National Social Marketing Centre (NSMC) for featuring these videos in its latest e-bulletin. You can sign-up for the bulletin at the bottom left of NSMC’s home page.

Tags: communications, creative, Julia Snow, National Social Marketing Centre, robot, Social Marketing, SocialMarketingEast, storytelling, tutorial, Video, YouTube

Looking for a Job in Social Change? Look No Further

Thursday, May 14th, 2009 | Changeblogging: NP, activism, social change +, Education and Resources, SocialButterfly | 3 Comments

Change.org made a major announcement Thursday in response to Obama’s call for public service: Jobs for Change.  This is to be a hub and marketplace for social change jobs that they’ve created in partnership with dozens of nonprofits including: Young Nonprofit Professionals Network, AmeriCorps Alums, Echoing Green, Network for Good, and Encore Careers.

The goal: Spark a nationwide movement toward careers in the common good – including nonprofit, government, and social enterprise jobs. (Cross-Fertilization–> This makes me especially happy!)

Status: Currently, Change.org is building a huge database of social change jobs with their partners and have just hired a team of career advisors who will be blogging every day to provide guidance on finding and developing a career in social change, including Rosetta Thurman! (Mentors, resources and role-models….even better!)

Now What? Besides just checking it out and getting some good food for action, Change.org is also reaching out to like-minded bloggers and non-profit leaders to spread the word–specifically by signing a statement to endorse the vision. If you think this sounds pretty sweet….then join me (and @mikekujawski @engagejoe @mindofandre @bbravo and many others in signing.

Some Highlights of the Vision:

• People are the most important factor in advancing social change.
• To attract leaders, we need to enhance the social sector’s ability to recruit, develop, and retain talent.
• Innovative businesses should join as partners with nonprofits and government in the pursuit of social good.

Thanks Change.org for providing an avenue for people to cultivate their passion with their purpose for effective, long-lasting and positive change.

(For the record, I currently have no relationship with Change.org other than being a member of their community…I jam ust that impressed with 1) their blogger outreach strategy anf 2) the actual product/vision behind this initiative.) =)

Tags: career, career training, change, Change.org, generation, innovation, job, lead, leaders, obama, passion, public service, purpose, resource, serve, service, social change, training, vision

Q & A on Social Marketing

Wednesday, February 18th, 2009 | Education and Resources, Social Marketing | 11 Comments

Speaking of experts, I would deem Craig Lefebvre as one of them, and an amazing one. On his blog, he recently posted a set of questions terming it “An Environmental Scan of Social Marketing.” In a brave and humble (very humble) attempt, I am going to address my responses here in the form of a blog post.

I highly encourage discussion because as another expert I love, Chris Dorobek would say, “all of us are smarter together than each of us individually.”

1. When is it product marketing and when is it social marketing?

This conversation can roll into a number of conversations, but I feel the question is really getting to “What is social marketing and how to you define it?” WIkipedia has it’s answer, and I know Stephen Dann has developed a wonderful definition as well. In sum and in brief, I would say that social marketing begins with influencing behavior change for social good. And on that same note, I would strongly encourage diving into more research beginning with the Social Marketing Quarterly, Andreason’s Social Marketing in the 21st Century, and some of Stephen Dann’s research.

2. What is the size of the social marketing market?

Now, we don’t have an association. We don’t have full, formal degree programs (at least in the U.S.) yet. But, I would still argue that the social marketing market is quite larger than most realize. I propose that social marketing is a much wider umbrella than it has been characterized in the past. Social marketing encompasses public health, but also civil safety, social change, environmental issues, non-profit causes, and as I proposed in my master’s thesis, even has strong similarities when it comes to strategies, tools and ehical frameworks of journalism and advertising.

3. What are the 3 major issues in social marketing?

In terms of the field itself, I would say there are three persistent issues. These include the branding of the field, creating formal education programs, and providing avenues for collaboration and best practices such as an international or national association.

4. What are the red flags for who does, or does not, design and implement social marketing programs?

This list could be very in-depth, but I think the most common red flag given is when some confuse social marketing with social media marketing. Blogger Andre Blackman had a great post this week distinguishing between the two. Social media can be applied within the social marketing framework, but social marketing is a much bigger net than social media.

5. How many social programs (or what percentage of them) are evaluated?

This might depend on how you define “social programs,” whether government funded, community based or non-profit driven. I might have to call on some of our other social marketing people to respond to this question. As an educated guess, I would say most programs have some sort of benchmarks that they are evaluated on. I do not have an actual percentage on hand though. To what extent are they evaluated and/or should be evaluated may be other good questions.

6. What are some of the more sophisticated methods used in these evaluations?

Both this question and the next depend largely on what is actually measured and why. And thus, deserves a much larger conversation than these lines can provide. For example, as many communications leverage social and mobile technologies, data analytics will be critical. Once the new tools are so “new,” people will be wanting to show results and extract meaning. Thus, programs like Salesforce, Radian6, and others are largely being researched to bring programs full circle so that analytics drive strategy.

7. What types of methods are used in formative research?

Formative research may include both qualitative and quantitative research methods, or a triangulation strategy that calls for a mixture of both. Some different types of research formats include a needs assessment, developing audience profiles, media scans, environmental scans, surveys, in-depth interviews, focus group testing, usability studies, and more.

8. What percentage of social marketing program budgets are devoted to evaluation?

This is a good question whether social marketing or just marketing in general is being discussed. Often, I would say that evaluation is considered too late in the game or not stretched through as much as it could be. It is important to make measurable objectives from the beginning and think out those baselines before implementing. Also, it often depends on the client, project, task, and resources available that determines how much of the budget is devoted to evaluation. Thus, as a professor might say, it depends. Now, another good question might be:  how much should be devoted?

9. Who are the innovators in the field?

That can be YOU! In terms of organizations, the National Centre of Social Marketing in the U.K. is doing great work that many of us are excited about. In the United States, the CDC’s e-Health Marketing group tends to lead the way. I would also add that both AIDS.gov and the EPA are also making great strides with some of their case studies that apply new media to communications and behavior change.

10. Who are the premier thought leaders?

In no particular order: Bill Smith, Alan Andreasen, Stephen Dann, Michael Rothschild, Philip Kotler, Gerard Hastings, Mike Newton-Ward, Nancy Lee, Craig Lefebvre, Nedra Weinreich, Doug Mckenzie-Mohr, Jeff French, Clive Blair-Stevens, Francois Lagarde, Seynabou Mbengue, Tane Cassidy, Mike Kujawski, Katherine Lyon Daniel, you….you….and did you get, that the next one could be YOU? I know it said premier, but all of these people and others are great. Together, we can all help build the social marketing field.

11. What conferences and publications do you use to keep up with the field?

Social Marketing Quarterly, the C-Change e-newsletter, numerous blogs, numerous books, the Social Marketing Listserv, the Social Marketing Wiki, events in the U.K., events at the University of South-Florida, and others. Additionally though, I also look to non-profit organizations and publications, as well as international development, new media and others to review best practices in other fields and see how they may resonate within the practice of social marketing.

In sum, many of these questions focused around evaluation. In other words, how do we know that what we are doing is working? Now THAT’S a conversation worth having. Now it’s your turn. How do you answer some of these questions (especially 5-8)? And, what other questions do you also have?

Tagging: Spare Change, Pulse and Signal, Social Marketing Panorama, Stephan Dahl

Tags: AIDS.gov, Alan Andreasen, answer, answers, behavior, behavior change, branding, C-Change, campaigns, causes, cdc, change, Craig Lefebvre, EPA, FAQ, formative research, governmeny, innovator, market, Marketing, National Centre on Social Marketing, Nedra Weinreich, program, public, question, questions, research, research methods, social, social issues, Social Marketing, social marketing association, Social Marketing Quarterly, Stephen Dann, United Kingdom

The Social Marketing Blogosphere Continues to Expand: Welcome Mike Newton-Ward

Wednesday, September 24th, 2008 | Blog Talk, Blogging and the Blogosphere, Education and Resources, Social Marketing, Social Media, SocialButterfly | 2 Comments

I am excited to announce the addition of a great social marketing voice to the blogosphere, Mike Newton-Ward at Social Marketing Panorama, where he hopes to offer a 360-view of social marketing.

My first encounter with Mike was when he graciously helped me with my graduate project this past Spring. Though we’ve only ‘met’ through phone, email and now blogging, he is a very knowledge, helpful and passionate voice for the social marketing field.

Mike outlines a few reasons why he entered the blogosphere:

• Exchange ideas about social marketing
• Extend the discussions from Georgetown’s social marketing list serv
• Create community
• Share resources, as well as his personal observations in the field

Mike’s addition to the blogosphere is a special treat for all of us as he invites us to:

“to observe the world around you, listen to what people are saying, reflect on your experiences, and share them.”

Social marketing’s presence in the blogosphere continues to expand and gain traction. Join the metamorphosis. Come fly with us in this growing movement called social marketing.

• Spare Change, Nedra Weinreich
• On Social Marketing and Social Change, Craig Lefebvre (**Did you check out Lefebvre’s recent post about medical and health bloggers? I suggest you check it out for a link to the free research report!)
• Subject to Change, Vanessa Mason
• Health Marketing Musings, Jay Bernhardt
• Social Marketing Panorama, Mike Newton-Ward
• SocialButterfly, Yours Truly

For more social marketing-related blogs, my links page offers many more resources and listings!

Liked what you read? Feel free to share with others:

Tags: blogosphere, Blogs, Craig Lefebvre, health, Mike Newton-Ward, Nedra Weinreich, Social Marketing, Social Marketing Panorama, SocialButterfly, Vanessa Mason

The Bookshelf: 15 Essential Social Marketing Feeds

Thursday, July 24th, 2008 | Blogging and the Blogosphere, Education and Resources, Social Marketing, Social Media, Useful Tools | 10 Comments

Going off of Ogilvy PR’s “Essential 15 Pack” of RSS feeds to follow, I’ve developed the “Essential 15 Feeds for Social Marketers.” To follow the feed, just click on the name and the link. Enjoy!

Blogs

1. Spare Change, authored by social marketing expert Nedra Weinreich (Link corrected*)
2. On Social Marketing and Social Change, authored by social marketing thought leader Craig Lefebrve
3. Public Sector Marketing 2.0, authored by Canada’s up and coming social marketing and social media marketing professional Mike Kujawski
4. Osocio, the number one spot for all things social advertising and social change relataed
5. Beth’s Blog, authored by nonprofit tech guru Beth Kanter
6. Health Marketing Musings, authored by CDC’s National Center for Health Marketing Director Jay Bernhardt
7. Have Fun * Do Good authored by Britt Bravo, informing you on all nonprofit related news items
8. Ogilvy’s 360 Digital Influence Blog covers social marketing topics occasionally.
9. Social Marketing Blog, a newly discovered blog just started this month by a man named Jack. So far, there is only one post, but if the rest of his posts are anything like his first, then the social marketing field is in good shape. Welcome Jack!
10. Getting Attention blog, authored by Nancy E. Schwartz offers insights and tips on nonprofits communications and programs.
11. Subject to Change, authored by Vanessa Mason, a young and up-and-coming social marketer currently doing AIDS relief work in Mozambique.
12. Socialbutterfly, authored by yours truly, and highlights the movement of social marketing as well as related social media stories.
13. What Do You Stand For? authored by Cone Communications Inc. Though this blog is linked to a cause marketing firm, the blog covers a range of social marketing related topics, offering fresh insights and useful resources.
14. Getting to the Point, authored by Katya Andresen, talks about all-things nonprofit marketing and what she deems in her book - ‘Robin Hood Marketing.’
15. Pulse and Signal, authored by Andre Blackman, who writes about the intersection between health and technology. DavidRothman.net is another one stop shop for all you need to know regarding the health 2.0 developments.
16. YOU. That’s right. Your blog, whether current or in the works, can become the essential blog. In the arena of social marketing, we NEED more voices to galvanize the field further. If anyone would like to start a social marketing blog, please feel free to contact me with any questions, brainstorming or for support at socialbutterfly4change@gmail.com. The more of us the better. =)

Note: There are many, many more helpful blogs out there that I currently subscribe to, and I wish I could have named them all. Many of the 15 essential also cross boundaries with others fields beyond social marketing, mainly because, there aren’t that many social marketing based voices within the blogosphere.

For more ideas about which blogs to follow, I suggest you check out my links page, the ChangeBloggers wiki, the NonProfit Blog Exchange and the Kivi Leroux Miller’s Carnival for Non-Profit Consultants.

Tags: blog reading, Blogs, Craig Lefebrve, good, Marketing, Nedra Weinreich, nonprofit, Ogilvy, Ogilvy PR, reading, RSS feeds, social change, social good, Social Marketing, social marketing blogs