Influence | SocialButterfly I SocialButterfly

Quote of the Week: Why the Web Was Won

on June 19, 2010

Have you ever been in a meeting and someone tells you: We aren’t in the behavior change business, we just want to raise awareness? You are not alone. Put take heart, there are those who know better. Especially in the times of the Web, behavior change–and micro-choices that lead to a great action–are even more possible.

In a post titled Designing for Networks, Mike Arauz captures the potential of the Web–beyond its ability to be a distribution channel, beyond its ability to influence and beyond its use in achieving awareness:

If you only use the Internet in order to raise awareness, and perhaps to influence perception, then you are missing out on what the Web was made for: to enable large networks of people to come together for effective purposes through sharing, cooperating, and organizing collective action.

It might have been okay to work towards just “awareness” in the past, but with today’s technology, we can achieve more. I believe that the Web increases our ability to measure, evaluate and influence behavior change. The thing is: Behavior change is no longer on the same playing field. Just like journalism is evolving and the media, the way we influence behavior change and achieve behavior change has evolved. We, as practitioners, must evolve with it. I recently came across another quote that embodies this belief from one of the TurningPoint Collaborative’s PDFs, The Basics of Social Marketing:

The process of heightening awareness, shifting attitudes, and strengthening knowledge is valuable if, and only if, it leads to action.

Why do we want someone to know to exercise, eat right, and get their vaccines? Because we want them to act on that knowledge to prevent disease. Why do we want teens to know that drinking impairs their ability to drive? Because we don’t want them to drink and drive and hurt themselves or others.

Your Challenge

This week, think about why the Web was won. Sure–it can house knowledge and be a database of information–but it is more and can be more for you, your organization and your cause. Think about your bottom line–What is it you want to accomplish? Solve? Create? End? Start? Because at some level it involves behavior, especially if you are working in a Web environment. Do you want people to click on a certain link, read a certain story, donate to your causes—these are all online behaviors.

PS: Do you like these challenges? Are these helpful? I want to help you in being effective. And, I know I like prompts–do you?

The Social Round-Up

on March 25, 2010

You all seemed to like this last time, so here we go again. I want to make sure I provide the best links for you–links that I feel deserve your time and attention. So, this won’t be every week. It may be every other week…or every month.

Onward.

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Social Change

Stories of Change–20/20 Predictions: For Ashoka.org’s third Stories of Change eBook series, Ashoka asked its social entrepreneurs to think about what the world would look like in 2020. And to follow-up that question, Ashoka asked them what each would do in the next year to move us closer to their vision.
A Wiki of Experts: The WeAreMedia project put together this “Expertise Map,” offering a long list of people who are passionate about doing good. If you are looking to connect with good people, this could be a good starting point.
The Other City: This film sets out to explore DC–the other side of DC, the side with an HIV/AIDS rate equal to Africa. If you are in DC, be on the lookout as I’m thinking we should get a group together to go to the screening once its announced.

Social Marketing

The Dragons of Behavior Change: If you read my “Awareness Fever” post, then you will want to read Craig Lefebvre’s follow-up post. In this post, Craig takes the conversation to the next level. Say, everyone around the table agrees to focus not on awareness–but on behavior outcomes, then what? Enter the land of the dragons. You are going to need to prepped with the right tools, resources and questions to ask. Craig’s post can help get you started on the right foot for the journey.
Healthy People and Social Marketing: Mike Newton-Ward share with us the update regarding adding a social marketing objectives to Healthy People 2020 saying, “This is proving to be quite the year for social marketing! Just today I learned that social marketing is in the preliminary Healthy People 2020 Health Objectives for the nation!” This is a big step for social marketing. BIG.
MINDSPACE: Influencing Behavior through Public Policy: This document comes out of the UK’s Cabinet Office and the Institute for Government. The fact that this type of report was even written–let alone by such two high profile organizations gives me great hope. The document aims to use behavior change theory to move policy makers to better address some of our worlds greatest problems. The document’s announcement includes the words: “Today’s policy makers are in the business of influencing behavior.” If only more people not only realized that–but were equipped with the rights tools–social marketing–to make an impact. Caveat: I just found the resource and printed it out for myself, so I can’t yet speak to it in its entirety–but a huge thanks to Craig for his post that brought this resource to my attention.
Journal of Social Marketing: Until now, the only social marketing journal was the Social Marketing Quarterly. In 2011, this will no longer be true as the first issue of the Journal of Social Marketing will be published. Currently, the journal is recruiting work for publication.

Social Media and Communications

Twitter Your Own Adventure: Remember those “Choose Your Own Adventure” books? Welcome to the Twitter edition. I share this because as the use of social media becomes more sophisticated–storytelling is becoming ever more crucial. How can you be creative in how you tell a story?
Open for Business–The Google Apps Marketplace: With over 2M businesses having used Google applications over the last three years, Google has recently announced its Google Apps Marketplace. The marketplate is a ”new online store for integrated business applications. The Google Apps Marketplace allows Google Apps customers to easily discover, deploy and manage cloud applications that integrate with Google Apps.” Already, more than 50 companies are now selling their business applications within the marketplace. This is a big development that we will be sure to watch as App stores similiar to Apple’s and Apps.gov continue to emerge and evolve.
10 Steps for Optimizing the Brand for Social Search: Brian Solis provides a jam-packed post full of helpful information and next steps.
Top 10 Best Practices for Federal Government Web Sites from USA.gov: Whether you are a newbie or a veteran, this site offers something for everyone. If not this Web page, all of Webcontent.gov is a great resource and helpful guide.

What about you? What good info have you read lately? Please provide the link in the comments so we can all check it out. Also–if you’re in love with your Google Reader like me, here’s my public profile. Let’s connect.

flickr credit: Benimoto

Behind the Scenes of NBC’s Parenthood Project

on March 9, 2010

In the midst of reflecting on Pepsi Refresh, Disney and other CSR efforts, I received an email about another project with a social message–NBC’s Parenthood Project that worked in conjunction with the Boys and Girls Club. Curious–I responded to the email asking if I could interview someone behind the campaign to learn about the inter-workings of business doing good.

Enter Cathy Goldman, NBC Vice President, Promotion & Brand Management. Cathy was kind enough to answer my questions. And while NBC didn’t answer all my questions, I find the answers fascinating. What I take away from both the Web site and Cathy’s answers is how integrated each facet of the project is–from the TV series, to leveraging social media through video, photos and text, to the universal concept of parenthood–all the way to identifying a non-profit that has a strong family strengthening initiative–it’s smart. Read for yourself and share your thoughts below:

SB: Where did the idea for the Parenthood Project originate and how did it evolve?

CG: Using our campaign strategy as inspiration, we wanted to give viewers an opportunity to participate in the dialogue that we began about what parenthood means to them. Considering this very relate-able topic, we thought tying in a charity component would resonate strongly not only with consumers but with talent. The talent participation has exceeded our expectations as they were all willing to share in the cause.

SB: What are the goals of the Parenthood Project–What is NBC hoping to achieve?

CG: There were a few goals, including: to elevate the conversation on what parenthood means; establish a dialogue with our viewers to make them feel involved with this highly relate-able topic; raise funds for a valuable charity that closely aligns with the show content, and tap into our talent to raise this topic into cultural relevance.

SB: How did the Boys and Girls Club get involved?

CG: We wanted to partner with a charity that had a national footprint, and after doing some research, we found that The Boys and Girls Club had a powerful family program (Family Strengthening Initiative) that provides viable resources for families

SB: How did you decide to involve people through social media–and how did you choose which social media to include?

CG: In all of our marketing communications, we look for ways to utilize and leverage social media tools. Since the main underpinnings of social media are meant to break down walls between people and their circle of friends and influencers, we concluded it was an important tactic that would elevate and amplify the messaging of this important project.

SB: More and more, we’re seeing an increase in social media for social good–especially in the arena of corporate social responsibility. Why do you think that is? How can we continue to improve upon past success?

CG: The heart of social media is the idea that people have their own online communities–and what better way to maximize those new connections for people than to incorporate a pro-social message.

Behavior and Why It Deserves A Seat at the Goverment 2.0 Table

on September 11, 2009

As I participated in the Government 2.0 events this past week, I couldn’t help but think about one word–behavior. Over and over again, I observed that often we weren’t talking about a tool, a Web site, some new blog, or a newer IT database. We were talking about influencing and changing behavior.

Almost every topic and issue discussed had behavior in common. Whether working to increase understanding across ethnicity, wanting people to be aware and address the peanut recall situation, take better care of the environment, to adopt new work processes, or to empower local citizens to help fix up their community–behavior plays a key role. Whether it’s the behavior of the American public or the behavior of those within an organization, work is being done not to be cool, not to be different, but to influence and change behavior.

The idea of Government 2.0 and government as a platform is not about tools and technology. It’s about cultivating an environment and culture that enables citizens to influence and direct its government and each other.

Now the big question: Why? Why does government as a platform matter? Why are so many smart, talented, and skilled people devoting time, energy and resources to “Government 2.0?” The Answer: Government 2.0 is a metaphor. It’s a field jazzed about influencing behavior for the better (whether they realize it or not–many of them are social marketeers). It’s a group of people who say no to the status quo, and instead says, “We can do more. We can do better.”

Herein comes the next big question: How? This is a longer answer, but I know a good place to turn to-studying and knowing about behavior. The great thing–this is nothing new. Sure, technology is new, cultures evolve, but we as humans have been and will continue to be fascinated with behavior. So if behavior plays such a huge role in the programs we authorize, products we produce and services we fulfill–here is my recommendation–more social marketing:

What do you think? Many of us participants finish this week motivated to take our lessons learned and move the needle on some of the biggest issues facing our country. What are your recommendations to implement and help realize “Government 2.0?”

flickr credit: Leo Reynolds

Words of the Year for 2008: What’s Yours?

on December 30, 2008

One of the NY Times 2008 Buzzwords

2008 was a big and busy year, can you imagine having to choose just ONE word to describe it? Just ONE?!? Some of our favorite sources share what their “Words of the Year” are below:

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New OxFord American Dictionary: hypermiling. According to the Web site, Hypermiling was coined in 2004 by Wayne Gerdes and means “to attempt to maximize gas mileage by making fuel-conserving adjustments to one’s car and one’s driving techniques.” In 2008, with the soaring gas prices, many of found ourselves “hypermiling” or just miling…by running/walking on our two legs to work!

Merriam-Webster: Bailout. Does this one even need describing? According to the Web site, “bail out” is defined in Merriam-Webster’s Collegiate® Dictionary, Eleventh Edition as “a rescue from financial distress.” In 2008, the word received the highest intensity of lookups on Merriam-Webster Online over the shortest period of time. Other contender’s in Merriam-Webster’s top ten include: vet, socialism, maverick, rogue, misogyny, turmoil, trepidation, bipartisan, and precipice…All so positive sounding, don’t you think?

The New York Times. The Times, on the other hand, has chosen it’s set of “buzzwords” for 2008. These words include “Obamanation,” “Frugalista,” “Staycation,” “DigitalCliff,” “Fail,” and many others.

Webster’s New World Dictionary: Overshare. With popular votes taken and input from their editors, overshare was this year’s choice. According to the Web site, “overshare” is a verb that means to divulge excessive personal information, as in a blog or broadcast interview, prompting reactions ranging from alarmed discomfort to approval. In 2008, with information-mania and the economic problems as well, overshare can have stand for a plethora of meanings and correlations.

Global Language Monitor: Change. The other two in the top three were bailout and Obamamania.

SocialButterfly’s 2008 Word of the Year: Influence. For better or worse, as a buzzword, an academic concept or in terms of personal reflection, the word influence was spoken of, talked about, measured, desired, hated, calculated or loved. Thus, for me, the term “influence” describes 2008. (Web 2.0 was a close second, but that term has just gotten…grilled well and overdone.)

Twitter. In Twitter style, I asked SB follow-ers what their word for 2008 would be. One the respondents even mentioned that “Twitter” would be their word for the year! With the spike in news (and usage of Twitter) increasing daily, seems to make sense.

What do you think? Do you think these words say “2008?” Look forward to reading in the comments, what you would choose as your 2008 Word of the Year? Or, you can be like the American Dialect Society, and wait until January to reveal. They are taking nominations now. =)

Illustration by Jessica Hische
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The Purpose Driven Campaign: Social Marketing as the Possible Link Between Journalism and Advertising

on October 7, 2008

After reflecting from the World Social Marketing Conference (which I promise updates eventually) and reading Craig Lefebvre’s recent post “Social Marketing: Hard Power and Soft Power in Social Change,” I want to finally share some tidbits from my thesis paper that I presented as a poster session at the conference. As, I think it rounds out and puts a lot of themes together as I studied: the elusive concept of influence.

Abstract: This research project looks at the concept of influence within social marketing as compared to journalism and advertising. This includes examining these professions’ definitions, ethics, standards, and agenda-setting capabilities. Through in-depth interviews, a further understanding of how these three practices relate within the gray matter of the media landscape is pioneered, as well as better defining the role and influence of social marketing.

Excerpt:

The Question of Influence

While the Information Age leaps into the Connected Age, the power of a free press is offered daily to start-up bloggers. Newspapers are downsizing. Amateurism is becoming the new professionalism. Online media producers replace today’s broadcast directors; all making the gray shades of influence between the information and its consumers a thunderstorm waiting to happen. Social marketing is in the business of change, whether it is behavioral change or attitude change, social marketing can also be described as the field for social change. But, how? In today’s world, who holds more influence to create these changes, a journalist, advertiser or a social marketer? How can one tell the difference? Is there a difference? And, do the professions work together? Could they? Should they? This research hopes to add to the discussion on the evolving definition and role of social marketing, using agenda-setting relationships to examine its influence and attempt to determine its position between advertising and journalism in the media landscape.

Literature Review

It is 1961. A time when questions were raised and hope diminishing as borders became gray and a rise of an international community emerged. Two Portuguese students were imprisoned for declaring a public toast towards their dream, rooted in an idea – freedom. Having their freedom stolen from them for displaying a human right of expression, a newspaper article was written, and with it, a movement spurred. This movement would form Amnesty International (www.amnesty.org). Social change is possible, and it begins with an idea. Social marketing is an increasing movement currently being expanded because of its foundation in ideas about positive change for the welfare of the public.

Though specific definitions differ, social marketing achieves social change objectives by applying the marketing mix of product, place, promotion and price. Currently, social marketing is used mostly in public health communications and is expanding in the realms of environmentalism, civil rights, urban renewal, public service and raising awareness of international issues.

Conclusion: The conclusion of course I can’t share here, but it involves what I found consistent between journalism and advertising, but interestingly, the field of public policy was drawn into the mix through the research as well.

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The Changeblogger Meme Continues

on August 29, 2008

After allowing some time for reflection, I want to respond to the Changeblogger Meme that the wonderful Qui Diaz began over at the Buzz Bin.

Qui, while highlighting the changeblogger movement, also created mapped out a great way to further spread the word, while also allowing us to learn more about each other and what motivates us in our work. She asks us three important questions. Thus, these questions not only continue the changeblogger mantra, but lets us know more about our community.

What is one change – big or small, local or global – you want to see in your lifetime?

I love to champion for people to own their education. It’s my number one advice to any student or colleague. Education, being defined as increasing one’s willingness to learn – about life, people, a neighbor, a stranger’s circumstance, a country’s predicament, and about oneself. From this, I feel so much else flows. =)

Who is already working this issue that you think others should support?

Many people. This being both an Olympic year and an election year, I am seeing it more sources for inspiration than ever. Journalists are working towards this goal. Teachers, communicators, athletes, social tech friends, lawyers, youth, social workers, non-profits, repairmen, grandmothers, and more. I’m just blessed to be working among these people…and learning from them along the way! =)

How are you going to use your Web/tech/marcom skills to further this cause? (Or, what are you already doing that work?

Through this blog, I hope I am inspiring others to continue learning and growing. I hope that in you, there is a root that’s taken hold that is growing infectiously within you and being spread among others, that when you believe in something, when you work hard, and settle for nothing less than your utmost best, anything truly is possible. It’s just easier when we have a community to support us, and healthy influencers amongst us. Thus, thank you.

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Before you think I am being a cop-out from the meme. This is honestly how I feel. And, I feel the beginning for positive change around oneself, begins within oneself.

Beyond this, I do have a personal interest in finding a cure for multiple sclerosis. Much of my volunteer efforts have gone towards this issue, as well as other health-related issues. I’m also a strong believer in mentors and role-modeling programs, individual empowerment as a route against alcohol and drug abuse. As a female and past gymnast, I am well aware issues like anorexia due to many beloved friends battles. The issue that has been increasinly on my mind most recently is access to healthy drinking water.

However, this is why I love social marketing! It goes beyond awareness, beyond fundraising, and looks to develop long-term programs and initiatives to address these challenges. I can’t wait for the future of this field. But that’s a whole ‘nother rant. For now, join the journey. It’s going to be rad. Check it, =)

Tagging: Kivi Leroux Miller, Mike Kujawski, Tera Wozniak, Thursday Bram, Leyla Farah, Jeff Brooks, Katya, Rosetta, Rebecca Leaman

photo cred: flickr, carfs

What’s Your Social Media Ritual? Sharing My Own 15-Steps

on June 29, 2008

At work, we’ve been talking a lot about the information scans we all do on our own…who we refer to, which sites are the best, the most useful feeds, etc. So, now, out of curiosity and from inspiration gained from Chris Brogan’s recent post: “Where I Learn More,” I’m asking: Where do you go to learn?

Brogan’s article is great, as in it, he talks about the role of influence and asks us to reflect on what influences what we learn, think, behave and believe….so close to a social marketing (the real social marketing) question my buttons were popping with techy-excitement.

Here is my average, daily, social media ritual.

Please share me yours, and perhaps we can both expand our horizons a little. =)

Check my work e-mail account. Its true fellow co-workers.
Check my regular Gmail account. I get various e-newsletters and feeds here such as the Ad Council Creative E-newsletter, emails from the Social Marketing listserv, Chris Brogan’s new e-newsletter and others.
Check my blog email account. I get various e-newsletter and feeds here that help me stay up to date on the social media, nonprofit, and social marketing arena. Some of my favorite includes Nedra Weinreich’s Spare Change Blog, Beth Kanter’s blog/wiki, and Ogilvy PR’s 360 Digital Influence blog.
Check my Bloglines feeds, to see what good posts are up and published.
Check out both the nonprofit and the social media categories on Alltop.com
Do a scan of: TechCrunch, Trendspotting, Read Write Web, Osocio, Non-Profit Times, NextGov, BrazenCareerist, Social Times, and others. This can depend on the day and the topic I’m currently investigating.
Check old Twitter feeds I may have missed. Especially key feeds from @GeoffLiving, @Nedra, @chrisbrogan, @scobleizer, @rww, @abfdc, @allllll the others I follow on Twitter. Really, it’s a community working together and sharing. It. is. awesome.
If it’s a Monday, I check out the Carnival for Non-Profit Consultants.
Check in on Linkedin to see if anyone new I know has joined or connected. The homepage on Linkedin is becoming increasingly fun.
Surf around the NonProfit Blog Exchange if Emily has posted some great new posts.
Then, it’s on to the social bookmarks. I check my delicious, both my networks and my subscriptions. Oftentimes, those I am connected to are in a similar field or have similar interests, so thank you everyone on del.icio.us.
Then, I spend a little time on Digg, and may occasionally check in on StumbleUpon. I’m really liking Mixx more and more too, though, there doesn’t seem to be as many people on it.
I check up on the scoop of my work’s internal wiki.
Check meetup.com for upcoming events and opportunities to take online connecting –> offline.
More scooping that I probably, and I apologize, didn’t list. Though, if I remember more, I will place in the comments. There’s always MORE to learn and MORE resources to discover. =)

Important note to make: This is just the listening phase.

About the listening phase. I might do some or all of this ritual depending on the day and the time. The point is though, that my ritual is…I am always listening. Always checking in. Always asking questions. Always working to seek answers.

The FUN part, is taking it all in, reflecting, and creatively organizing the content and information in your head to implement innovative, effective communications. And, when I really want to *get wild,* I reflect further, beyond the field of communications, social media or marketing…but more to what Chris mentions, about influence. About change. About society. About trends. About what it all means.

Photo Credit: Flickr, Elias Pirasteh

Social Media and Innovation Combine to Launch 1st Non-Profit Christian Movie Studio Where You Decide

on May 25, 2008

Who’s more influential – Washington D.C. or Hollywood?

Stay with me. Obviously, not all may agree on the content. But, this is worth taking a few minutes to review even if only:

You enjoy social media
You like learning about new business models
You have a heart for nonprofits
Want to learn more about the power a community can have
You want to know how all the above can combine to create CHANGE

IJNP, In Jesus’ Name Productions, launched last week during the Cannes Film Festival. It’s promotional video is below. It’s a bit long, but fast forward to the last minute, and you can get the *details.*

In sum:

IJNP desires to leverage social networks with the purpose of uniting Christians around the world to have a ‘say’ in the making of film. IJNP offers Christians to have an influential role in determining which movies the studio makes and/or partners with.

For $10/month (the price of a movie ticket), members can be a part of ‘participatory film making’ from beginning to end through IJNP’s soon to be launched member social network.
- At 50k-100k members, movies on par with Hollywood can be made.
- At a million members, summer blockbusters can be made.
IJNP will work with the best Christian filmmakers in the industry and has integrated a Christian Film making Apprentice Program.
IJNP’s Advisory Board currently has representatives from Campus Crusade for Christ, Hollywood Connect, Luis Palau Association and Youth For Christ.
More details on how a financial gift breaks down, IJNP’s elected advisory board, ‘participatory filmmaking,‘ and learning how to get involved, visit the newly launched website.

First thoughts? And, this is posted in terms of looking at the non-profit business model and the use of social media through social networks.

This should be interesting… =)

Posts tagged ‘influence’