Social Media
Making Behavior Fun, Popular and Easy
Wednesday, December 16th, 2009 | Social Marketing, Social Media, Web Communications, campaigns | 8 Comments
If you know social marketing extraordinaire Nancy Lee, then you have heard this saying. Recently, on the social marketing listserv, some dialogue has been shared in response to Nancy Lee and Philip Kotler’s article in Stanford’s Innovation Review titled “Best of Breed,” which looks at corporate social marketing. This could be its own post, but alas, I want to focus on the message of being fun, popular and easy.
Why? Because whether it’s social marketing or corporate social marketing, you are still working to effectively change or influence behavior for good–and an effective way to do so is making your desired behavior fun, popular and easy–which is exactly what started bubbling through on the social marketing list serv as others started sharing some of their favorite fun, popular and easy social marketing initiatives. Enjoy–and when you find yourself running around ragged, ask yourself: Is anyone having fun? Is this easy for people? and go from there.
The Piano Staircase
To encourage passerbyers to take the stairs rather then the escalator (and thus promote physical activity), this group turned the stairs into a piano–whenever you stepped on a stair a different sound would echo–in effect, making taking stairs more exciting than an everyday escalator. I can’t find the source, but it apparently had a 60% success rate. Who’s behind it? Volkswagon. Apparently, Volkswagon has been trying out some experimental marketing based around “The Fun Theory” to see if they could create desired behaviors if the action was made fun. You can read more about the piano staircase and other initiatives such as the recycling arcade and more at TheFunTheory.com.
The Pink Glove Dance
You may have seen this one already, as it’s been circling the blogosphere for a while. But, it’s an example of everyday people–hospital employees–finding a way to make their job fun while communicating a message–that you aren’t alone when taking steps to prevent breast cancer, like getting a mammogram.
Musical Hand Sanitizer
Aas part of Volkswagon’s initiative, they are hosting an awards program on the best “fun” applications for healthy and good behaviors. One entry was a University who had installed hand sanitizers to prevent the spread of germs during the flu season. They found few students using them. Thus, they adopted the fun theory and installed some sounds. Each time someone went for hand sanitizer, a funny noise was created. Results? With the sounds included, students were seven times more likely to use the germ-reducing resource.
Pedestrian TV Traffic Light
In this example, you get some free entertainment while waiting to cross the street. Instead of staring at a red outline of a person wishing it to change with your desired mind control, this traffic light shows TV clips–vidoes from YouTube, funny clips from TV shows, etc. This way, the hope is that you’ll actually wait until it’s safe to cross the street.
Make Your Watermark
Design you own bottle at the vending machine. Granted, I know bottles and paint on bottles isn’t good for the environment. But if you can’t quite get that change initiated, then check out what this group did. To encourage people to buy water over sugary pop or juices form the vending machine, they enabled it so people can design their own water bottle from the vending machine at the point-of-purchase. Now that’s easy, and fun!
Fun, Popular and Easy…Online?
More examples are found on the FunTheory.com Web site mentioned earlier, and I have to admit–it’s fun just looking through them. But, my mind started going: How can you make your online and social media communications fun, popular and easy to help you achieve your behavior change mission? Now, that’s a weighty question. Then, I started thinking about what is it in a Web or social media behavior change initiative that makes it fun, popular and easy:
- FUN: Community-based, drive accountability of others through accountability, collaborative in nature
- Example: Certain online communities help training for a 5k easier by focusing on accountability or making the desired behavior fun by making it social. Other communities, such as the Sister to Sister Foundation’s online community focusing on healthy behaviors for heart health amongst women. These type of communities make healthy behaviors fun by creating accountabilty and making the behavior social.
- POPULAR: Driven by influencers and respected peers in the community or content area the desired behavior resides.
- Example: AIDS.gov video-storytelling. AIDS.gov encouraged state officials to create their video on why its important to get tested for HIV. Another example? HHS’ flu PSA contest. Not only was this driven and announced by the HHS Secretary herself, but it was also supported and promoted by all of HHS’ agencies. And it’s winner–come on, who’s more popular than a rapping doctor?
- EASY: This may be the most important when it comes to the online arena. Because, for people to use the technology combined with the messages, etc., the technology must first work. It must incorporate usability best practices, be accessible and depending on your audience, address literacy issues, including technology literacy. You technology could be great, but if it’s too complicated and no one uses it, it’s just techology.
- Example: Most recently, AIDS.gov hosted the “Face AIDS” campaign asking people to join in. The effort involved a few steps, but AIDS.gov made it easy and fun by creating a collective flickr account to display all the images. Here’s a thought: Some social media is easy to adopt. one click and your a fan, one click and you are a follower. One click, and you’ve downloaded a healthy recipe book. One click and you have a mobile app to track your physical fitness. How can your organization leverage these easy tools for behavior change?
What about you? What are some of your favorite fun, popular and easy social marketing efforts? Any of those take place online?
Four Phases of Online Social Change
Wednesday, December 9th, 2009 | Changeblogging: NP, activism, social change +, Social Media | 3 Comments
You may agree or disagree with me on this, so I encourage your thoughts as I’m transcribing some of my own observations into the online social change field. These observations boil down to four “phases” of online social change that I think reflect our maturity into using social media tools to meet our organization’s aims:
- Awareness Building
- Fundraising
- Contests and Competitions for Change
- Advocacy
In the beginning, I feel many tools were leveraged as awareness-building mechanisms. From the initial launch of Causes to recruiting fans, followers and friends, many tools were initially set out to further awareness-building of an organization.
Then, I felt like the tools and our use of them matured as we discovered ways to leverage the tools into dollars–from Twestival to Tweetsgiving to Goodsearch. Even Causes adapted and identified birthdays as a way to increase micro-donations. You could say that online fundraising in and of itself has seen a phased formation and continues to evolve. See Beth’s Kanter’s recent post: 5 Social Media Fundraising Trends for 2009.
Then, enter the behemouths–contests and competitions like “America’s Giving Challenge,” hosted by the Case Foundation entered in the next rendition. You could say this ties into a more advanced type of fundraising, but I felt like it deserved to be on its own. As, I don’t yet think this area has been “tapped out” and neither do organizations according to Andre Blackman who interviewed the Robert Wood Johnson Foundation who uses contests and competitions to further public health innovation.
However, where I feel we are still in our infancy is with online advocacy for social change. It’s starting to creep up–just look at LiveEarth’s 2009 campaign “Love, the Climate” where people were encouraged to write love letters to office holders who worked to prevent climate change or the “Be a Voice for Darfur” movement which utilized activist and blogger toolkits to further realize the campaign’s objectives. Even act.ly provided a way for people to create and spread petitions with a call to action via Twitter.
Like I said, I think advocacy is where we have the most potential to further expand. I could be biased based on my government and citizen engagement day-job type of work–but I think there’s more ways we can get involved, as citizens, in decision making and peace keeping in our local, state and Federal governments–even internationally. What about you? Where do you think we have the most room to grow and what do you predict as being phase 5? Perhaps, partnerships and collaborations might be a phase five as we see how online and social media open up new doors of opportunity across organization firewalls. Or, another phase 5 might be storytelling–as more of these functions become interwoven and organizations get better at telling their story.
What do you think?
flickr credit: flatfield
Building a Web Site: Easy as 1, 2 OR 3?
Tuesday, November 3rd, 2009 | Web Communications | 1 Comment
Today, I heard that fundamentally there are three main purposes of a Web site: 1) informational, 2) transactional and 3) community-based. An Informational Web site is one that is primarily a resource. A transactional Web site has a desired action, which is usually associated with e-commerce. And lastly, a community-based Web site is one that is designed to encourage people to interact, network and share.
I’m not one to put things into boxes and draw hard boundaries, but at first I liked this concept. It’s simple. It’s easy. But, after pondering for a second, I got to thinking: is it relevant? We all know the Web is an evolving beast, which is why I think today’s best Web sites pull the best components from each of these three “types” to creates a stronger vehicle.
Don’t get me wrong, this doesn’t mean that Web sites don’t need to focus. In the world of the Web, I’m seeing the concept of “focusing” becoming increasingly important. For example, these Web sites have focused:
- Wikipedia–Informational
- Amazon–Transactional
- Facebook–Community
But Wikipedia is also a community of editors working together to create a service. Facebook has its own marketplace where transactions are worked out and don’t forget Facebook advertising or monetary exchange through Facebook applications such as Causes. Amazon–though primarily transactional–encourages us to give reviews, rate its products, create gift lists and in essence, build community around the purchases we make. Marinate on that thought for a second and then take this statement into consideration:
Considering current evolutions of the Web and comments such as Shel’s, I’m thinking the text books may need some updating. Web sites still need to focus, but at the same time, they need to add value to the end-consumer, provide products or services or action steps, while also building community. Just take a look around–the sites that we are all using everyday are Web sites that can serve multiple functions. So, get creative. Just because you have a ton of content you have to share, there are ways to not only “inform” people of the content, but also ways to generate actions, make the content interactive and build community. Thus, I answer “all of the above.”
What do you think? What’s your take? Is building a Web site easy as 1, 2, or 3?
flickr credit: Andreanna
Are You Keeping the Main Thing, the Main Thing?
Monday, August 3rd, 2009 | Social Media | 9 Comments
I don’t know about you, but this is a question that I make myself answer everyday. Of course, that means that you need to know your main thing. Preparing for marriage over the past year, I’ve found that my main thing has changed. And for me, that’s a good thing because it represents the type of person I want to be, it keeps me more focused, and in in the end, makes me better at everything else.
During one of those moments–you know, the times where you feel like everything is coming at you from all directions and you’re just not sure how you’re going to make it all work–I reached out to my friend Qui, who simply said: “Keep the main thing, the main thing.” Seven simple words that got my head to the ground working, only this time, I was healthier, happier and more productive.
Thus, I want to recognize some colleagues that I know have worked hard this past year to keep the main, the main thing.
Main Thing Keepers
- Andre Blackman: When I first met Andre, he was living in DC as a newlywed working to balance life, marriage, work and his pursuits in public health. I’ll never forget the look on his face when I told him I was engaged, and he said: Just you wait, things will change. (How right you were friend, and I’m a better woman for it!) Fast forward to today, he’s living closer to family, moving the public health field forward and leading the charge in his role at RTI. Nice job Andre!
- Geoff Livingston: I greatly respect Geoff’s approach to work and life. For one, I like how he integrates his love for social change pursuits into his work–nice balancing. Further, if you read his blog or follow him on Twitter, you often hear him give props to his wife. In fact, this past year, Geoff sold his company and joined the CRT/Tanaka crew. In his blog post announcing the big move, Geoff acknowledged his appreciation and renewed relationship with his wife! Even better–His first descriptor in his Twitter bio for the longest time was “husband.” To me, for someone who is so accomplished in our field, to wake up everyday and say he is a husband first, that deserves mad respect.
- Rosetta Thurman: Admittedly, I don’t know Rosetta as well as the other two. But just read her latest post on her own personal revelations when it comes to life, love and the lure of the “career.’ Rosetta, I feel you. I use to deny kids and used to think I was destined to be single–and in fact, I was quite comfortable with that. Now, I’m in love and getting married in a couple months. Thus, I encourage you girl.
- Bonus: Seth Godin. I don’t know him personally, but I feel it’s very easy for us in the social media field to get thrown off-course. In this video, Seth shares these sentiments and challenges us with the question: “Where are the real relationships?…Networking is so important when it’s real, and it’s always a useless distraction when it’s fake.”
Your turn. Who do you know that is keeping the main thing, the main thing? And better yet, how are they doing it?
Twitter Follow-and-Fundraise: 7 Tips to Make it Worth the Bait
Friday, July 10th, 2009 | Twitterverse | 4 Comments
Follow @NameYourNonProfit and you could feed 5 villages, save 1000 Trees and create wind energy. Sounds great right? It seems that online, in the social change arena, this seems to be the new infomercial. I’m all for it–if it brings success. And even further–is it affecting real change? Therefore, let’s break it down.
From my own observations of these initiatives, here’s what I have to offer to your organization if you’re working on a “follow-and-fundraise” plan:
- Wait. Join Twitter first and gain a solid, respectable following according to your organization’s side and market share of the issue at hand. This way, when you make your “call to follow,” it won’t be an empty room you are inviting people to.
- Set realistic and attainable benchmarks. This will motivate potential Twitter followers to support your cause and spread the word to their own networks. 500,000 new followers, when you are only at 300, might seem a bit daunting and dis-enfranchise people early in the game.
- Mirror realistic rewards. Similarly, if you want to gain 500,000 followers to merely plant one tree is a bit disheartening. Yes, planting one tree any time is a good thing. However, that’s a lot of work and a lot of people to recruit for one tree. Make the effort worth it.
- Extend the initiative. So you are working to generate a following and spread the word about a particular event/issue. Don’t stop at that. Extend your overall strategy to incorporate or integrate Twitter into the overall strategy. Or, extend Twitter to off-line events by hosting live-events. Either way, make the message and the action live beyond the technology.
- Keep momentum. Okay, I’m following you today. But who says I’ll keep following you tomorrow? Or even a month from now? Provide fresh, timely and relevant content that will not only speak to me, but draw me into your mission.
- Make it fun. Give me a reason to encourage my friends to follow you as well. In fact, provide me with the words to say. Detail it out–It could be a Twitter meme even. For a made up example, imagine @lovewater wants to recruit followers to build X amount of wells. Here’s an idea: Share the call to action. Tell three people you love them and water, and you want them to join the pool party @lovewater. (I was going to say hot tub–but hey, this isn’t the Bachelorette!)
- Follow-up. If I follow you, give a shout out. Or, keep me updated with how your progress is coming. Have you achieved your goals? What were the results? How can I help or get involved more? Think of the person hitting the “follow” button as the bite. What are you going to do to reel in the fish?
Don’t get me wrong. I’m happy to participate in these campaigns. After all, it’s at low cost to me, the end-consumer. My main point is that I just want these initiatives to be better and the experience to be greater–and overall, I’m wondering why, if it is a low cost, does it seem to not always work?
- What other tips would you suggest, and what are your own observations for these calls to action?
- If your organization has implored this strategy, what were the results, lessons learned or key take aways that we can all learn from?
flickr photo credit: crjr2003
Michael Jackson & Iran: Music to Your Ears
Thursday, July 2nd, 2009 | Changeblogging: NP, activism, social change +, Video | 5 Comments
I’m no expert on the Iran situation. But, I do know when a video has that extra powerful “umph.” Talk about responding to current events (Michael Jackson), harnessing in on emotion, and making a statement through visual storytelling.
Have you seen this video of the events in Iran set to the music of Michael Jackson’s “They Don’t Care About Us” yet? What are your thoughts?
(One more tip: Jocelyn Harmon, in her latest post, also talks about how the Sierra Club recently leveraged ‘timeliness’ in one of its new initiatives as well.)
A Look Back: My First Twitter 10
Tuesday, June 9th, 2009 | Blog Talk, Social Media, Twitterverse | 4 Comments
Friend and colleague Jeffrey Levy, in conversation the other day, said he went back to the beginning….of his days on Twitter that is, to see who he first started following. So, I did the same. It caused me to reflect on my own Twitter activity. Therefore, without further ado, my first Twitter 10: (take-aways listed afterwards)
1. @misslacey123: Lacey is the one who got me on Twitter. We are both Mizzou J-School alums who have re-located to the great DC. She mentioned it one day as her and her colleagues at PBS were starting to explore it. At first, I was a little skeptical. But obviously, Twitter’s functionality grew on me!
2. @bbravo: I’ve been a long-time fan of Britt’s Have Fun * Do Good blog and last fall joined in with her on the Changebloggers movement. So, I wasn’t too surprised to see that I started following Britt on Twitter from the get-go.
3. @NetSquared: NetSquared is a great resource for all socially-inclined organizations as they are “remixing the Web for social change through social tools.”
4. @osocio: This blog was the very first blog that I became a fan of and would read just about every day. Mark and his team do an excellent, excellent job at showcasing social advertising from around the world. Upon discovery of this blog, I talked about it all the time, showed it to my graduate classes, recruited others to check it out. And, this is back when Osocio went by Houtlust!
5. @TechSoup: TechSoup is a leader when it comes to non-profits and Technology. They and its members are a wealth of resources. When I first joined Twitter, I wanted to connect with the non-profit community. Since then, its expanded into the social change community, which also umbrellas the non-profit community.
6. @mikekujawski: I saw very early on that Mike was leading the way for social marketing amongst public sector organizations up in Canada and immediately admired his work and became inspired. This is because I could relate. He is a member of the “new wave” of social marketeers who are willing to go the distance for social good. Mike is one of the first, out of many, that I would continue to identify, encourage and admire.
7. @elliotthoffman–Elliot is an acquaintance from way back in high school. We were both in one of my good friends weddings and we both happen to enjoy technology. Reminded me of take-away #4, to follow-up and reconnect with those you haven’t checked in with lately.
8. @_FakeSteveJobs–Not quite sure what made me start following FakeSteveJobs, maybe I was hoping, along with others, that maybe, just maybe, it really was the RealSteveJobs. Having been outed and no updates since August 2007, I have now “unfollowed” this account.
9. @cnnbrk–One of my best friends I made in grad school was a CNN fanatic. She knew any breaking story before the rest of us and in the midst of class would update us with important information. Then, she showed me her secret: CNN email alerts. Becoming quite the fan-atic myself, I found them on Twitter. Given its friendly banter with @aplusk earlier this year, @cnnbrk is continues to stay relevant.
10. @penguinasana–Megan is the online community manager for TechSoup, so it was a natural decision to follow her given my interest in NetSquared and TechSoup. Admitedly though, I haven’t engaged in as much conversation as I’d like. So, Megan, if you’re listening, I look forward to connecting with you and the TechSoup team more. =)
*********
This exercise provided me with 4 key take-aways:
1. Remind yourself. Make sure you go through who you are following and who is following you to remind you of your friends, potential friends and fellow people who you might have things in common with. Notice I did not say, “Remind yourself of your audience.” Your followers should not be your audience, but more of an active hive that you leave and return to with information, resources, questions, and more.
2. Double check your stream for active participants. Since some people sign up for Twitter and then never use it or use it just to “push out” information, your list might need a slight refresh.
3. Evaluate your own use of Twitter. When you first started, you might have been more in an “experimental” phase or started for a different reason than why you currently use Twitter. Looking back at your intial follows/followers can provide some good reflective insight for thought.
4. Follow-up with people and connect in conversation. At one point you connected. It could be a former colleague, friend or co-worker. If you haven’t chatted it up in a while, get those DM’s and @ replies to work. You never know what new projects they may be working on, new interests you may have in common or opportunities for collaboration that might develop. Plus, life is too short and time is too precious, especially in the social media space.
*********
What about you? Who were your first First Twitter 10? Did they surprise you? And better yet–do we happen to have any of the same ten in common?
flickr credit: holeymoon
Twitter Bios: Experts Versus Beer
Sunday, June 7th, 2009 | Social Media, Twitterverse | 2 Comments
What you say in your Twitter bio makes a difference. You get 160 characters to describe yourself, share an outlook on life or to define your work. If you’re curious what others say, you are not alone.
Through some fancy Google search queries, the folks at Twitter Truth were able to discover that the following words were mentioned in Twitter bios:
Now, if you are a job seeker, over 1,000 people were identified as having the word “recruiter” in their bio. Now that might make ya go hmm…and in case you’re wondering who they are, I was hoping you’d ask: 1,000+ Recruiters on Twitter.
Expert Versus Beer
What I found interesting, was that over 4,000 tweeps use the word “expert” in their bio while over 20,000 tweeps use the word beer. So, the question I ask you is, would you rather hang with the expert or with the beer? 
That’s what I thought.
Some Twitter Bio Tips:
1. Be real.
2. Be you.
3. Tell us what you do, or
4. Tell us what you love.
5. Be funny, but not obnoxious.
More Resources:
5 Tips to Optimize Your Twitter Profile
Joel Heffner Offers 6 More Great Tips I’d Agree With
Why Your Twitter Bio is Important
Chad Norman’s Personal (Compelling) Case Study of Optimizing Bios
What others Twitter bio tips might you suggest?
BloggersUnite.org Drives Earth Day Buzz
Thursday, April 23rd, 2009 | Blog Talk, Blogging and the Blogosphere, Case Studies and New Orgs/Campaigns, Changeblogging: NP, activism, social change +, Social Media | No Comments
Can you swallow this math?
According to Copywrite, Ink, there were 88,000 blog posts on Earth Day (April 22) that were added to the already existing 2 million written earlier in the week. What’s even more amazing? …About 10% of all those blog posts, came from bloggers on BloggersUnite.org.
In all transparency, I’m a participating members in both the BloggersUnite and BlogCatalog communities, and we worked on a project together in the past, but dang—they deserve a big pat on the back for accomplishing their exact mission, harnessing the power of the blogosphere.
As mentioned on the BloggersUnite Earth Day event page, Earth Day 2009 was held April 22nd and also marked the beginning The Green Generation Campaign, a two-year campaign that will culminate with the 40th Anniversary of Earth Day in 2010.
More Green Goodness
- In honor of Earth Day, Colleague Mike Newton-Ward and fellow social marketer wrote a post on applying a social marketing approach to the environment and other green goodies that I highly recommend checking out. Bonus: He provides a slideshare presentation that outlines this even more! (But like a good blogging friend, I’m going to make you go to his post to access it. It’s worth it.)
- Looking for ways to take action? Check out EPA’s “Pick 5″ campaign to identify five ways you can start today to make a difference for our earth. Twitter tag: #p5e
One More Thought
So I say again, great job Tony, Rich and the whole BloggersUnite team–and count this posting just one more for the record book! And I ask you, the SB reader, how have you seen blogging communities drive awareness, change and/or action? I have some of my own ideas, but I’m more into hearing yours. =)
3 Themes Social Media and Social Marketing Can Learn From
Tuesday, April 14th, 2009 | Identity Crisis, Social Marketing, Social Media | 7 Comments
Social marketing and social marketing have something to learn from one another. Let me elaborate. (and no, that was not a typo.)
The fuel to my fire is social marketing. And, I’m not talking about any of that Web 2.0 or government 2.0 buzz-word crap (pardon). I’m talking about real behavior change. Thus, when I was asked to present at Yale University about social marketing, I knew I had to explain what social marketing is and what it is not in terms of the Web 2.0 “social marketing” often discussed. However, I’m also not a fan of black and white. In fact, my favorite color is gray. So instead of drawing boundaries or limits, I talked about what each can learn from the other.
I began with a slide that had social marketing on one side and social marketing on the other side, and asked: What’s the difference? A rhetorical question and maybe mean, but the truth is that when people say social marketing, they often mean two very different things. One means tools, the other means behavior, but both can enable and empower to reach that all-elusive real behavior change. Thus, I continued by outlining three themes that I find consistent between the two applications:
- freedom vs. control
- mission vs. mantra
- voice vs. message
I feel these themes go beyond (just) social media and social marketing, but also dive into business, society and politics of today, and are relevant to a discussion when it comes to either social media or social marketing.
Social media thrives when freedom is given and control is released. In the field of social marketing, often times there is a battle over the message, the delivery, the pitch, etc. to remain controlled, yet if freedom was given, then sometimes reach could blossom. In addition, when it comes to the ethical framework of social marketing, some feel social marketing expands freedom, while other naysayers see it as control and manipulation. Thus, whether talking about either social media or social marketing, you need to discuss how you will or will not balance the two: freedom and control.
What is your organization’s mission? What is the campaign’s purpose? What problem are you solving? Who are you talking to? These are just some of the questions one needs to ask when wanting to communicate in social marketing or social media. In social media land, you have less room, less time and more clutter. You need to think mantra. You need to be understood. In social marketing, our audiences don’t always get “mission.” Sometime, we need to admit that we don’t even know what our mission is during a campaign or as an organization and regroup. If we could lean more mantra with both social media and social marketing, then perhaps we could connect more with the audiences we want to reach.
Come out behind the firewall–but first know when and where it’s appropriate. More and more, the trend is transparency, openness, honestry. If you don’t know the answer, admit it. People want to connect and engage with you. Your brand, organization could potentially be so much more powerful if you give it a voice, a person, a story….and not necessarily push out your nicely crafted messages that every senior exec QCed five times. (Okay, I’m over-exaggerating, but it gets the point home). Whether social media or social marketing, think voice and the ideals that go with voice, rather than message. As I prefeced though, know when and where appropriate.
What are your thought? How can social media marketing and social marketing learn from each other? What else do they have in common? Where else do they differ (we know there’s lots in that department)? Or, better yet, how and why do you think these themes go beyond Just social media and/or social marketing.
(I like questions.) =P
Alexandra Bornkessel
Email: socialbutterfly4change@gmail.com
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