Posts tagged ‘campaign’

Questions to Prevent Awareness Fever

They know about us, who cares if they don’t buy? Would any company ever say this?? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. Better phrased, they would not be satisfied with that answer. They’d want more information. They’d look at the whole product cycle–from development, to placement, to price, to promotion and beyond.

So, why, fellow health marketing and do-gooders do we settle with “awareness-building?” To be frank, every time I’m in a meeting and I hear the word awareness, my skin crawls. Awareness is great–but there’s a time and place for it. I’m aware of Ritz crackers, but I buy Wheat Thins. I’m aware of Powerade, but I buy Gatorade. There are times I might know about your cause–but I won’t donate. Other times I might know you need help, but I won’t volunteer. I know exercise is healthy, yet I’m still sitting here typing this blog post. There is a reason to these behaviors and decisions. There are motivations, barriers, incentives, costs, and more.

If our friends in the private sector won’t settle, we shouldn’t either. Thus, in the comments, let’s suggest questions to ask when awareness fever strikes our next meeting. Ready, Set, Go.

Questions to Prevent Awareness Fever

  1. How do we turn awareness into action? submitted by Holly Grande
  2. How do we measure awareness? submitted by Holly Grande
  3. What does awareness mean for the campaign? submitted by Holly Grande
  4. So, what do we want people to do with all that awareness? submitted by Mike Newton-Ward
  5. Why do you want to increase awareness in the first place? submitted by Steve Radick
  6. Why does the general public need to know what your division/branch/organization is doing? submitted by Steve Radick
  7. Why should people care? submitted by Steve Radick
  8. When did awareness change anything? submitted by Craig Lefebvre
  9. How can we move people towards action? submitted Fard Johnmar
  10. What are you really offering people that’s new in exchange for the change you want in their routine? submitted by Peter Mitchell
  11. How are you so sure people don’t know this already? submitted by Peter Mitchell
  12. Are people seeking out this kind of information? submitted by Peter Mitchell
  13. Wouldn’t it be better to offer people something they already want? submitted by Peter Mitchell
  14. who is already aware, and what they need in order to move them along to the next stage on the path to taking action? submitted by Nedra Weinreich
  15. Is awareness given, but no action taken? submitted by Christiane Lellig
  16. Is awareness of the sender’s problem necessary for audience to take an intended action? submitted by Christiane Lellig
  17. Once we raise awareness in the room, what ACTIONS are the people in the room going to take in their lives? If we can’t answer the question, START OVER with a new plan. submitted by Mike Domitrz
  18. Your turn. Yes, you–the person nodding their head who’s frustrated with this very same thing. I know you’re out there. (I’ll update this list below with your questions and give you some link love.)

flickr credit: Leo Reynolds

The Blogger Neighborhood: Meet the DigiActive Team

candle lightGet out of your comfort zone. This includes myself, often I am use to comfortably perusing my usual blogs in my RSS reader, however, when I first found DigiActive over the summer, I immediately knew I needed to get out more. DigiActive brings together a team of international bloggers from SIX continents and offers great content from diverse perspectives. The change movement knows no boundaries.

I must also give Amine, from DigiActive the award for patience. Amine and I conversed at the end of August, and I am just now getting up their interview. Thank you Amine and the DigiActive team for your world-class patience. Without further adieu, enjoy!

******************

Blog Name: DigiActive.org

Blog Topics: Being the Intersection of Technology and Grassroots Activismfacebook-guide-cover300px

Blog Explained: The group blog at DigiActive.org is part of DigiActive’s overall mission to help grassroots activists around the world use technology to increase their impact. DigiActive also publishes guides, such as “A DigiActive Introduction to Facebook Activism” and maintains a digital activism map. DigiActive is also in the process of launching a research program (R@D), which will provide actionable analysis for the benefit of digital activists around the world.

About the Author(s): The site features an international group of bloggers from six continents from countries including Iran, Morocco, China, Cameroon, the US and Germany. We come from a wide range of backgrounds and professions. Some of us work for NGOs while others are students or journalists. All our bloggers are volunteers and write for the site because of a passion for digital activism.

Why do you blog? A few answers from some of the DigiActive team members include:

“I love to write about things I love” –Kate Brodock

“I write for DigiActive because it gives me an excuse to keep up to date on the cutting edge of digital activism. Activists “hacking” online applications, creating new uses for platforms like Facebook or Google Earth and turning them into tools for change, that’s what gets me up in the morning.” – Mary Jocye

“I’m blogging for DigiActive because I have a crush on digital activism. Blogging let’s me share the product of this splendid connection with a global community, which is another thing I will never really understand, but always be amazed of.” – Simon Columbus

“It is a fantastic opportunity to investigate and learn about this increasingly important movement. I work in a part of the world where these tools are underutilized but needed with urgency, and I use my work to educate and involve the people around me.” – Tamara Palamakumbara

What first prompted you to blog? DigiActive was started by Mary and Amine, who met on Facebook and built DigiActive together before ever meeting in person. Our ambition was “to create a center for the global digital activism movement.” With an ever-increasing number of partners, we are still working to achieve that goal.

Why digital activism? What is it, and how do you know when it’s successful?

Digital Activism is defined as digital actions taken by grassroots organizations or individuals to achieve a social or political change. It means taking the power of the new global reach of user-generated content and turning it towards the purposes of social justice.

It’s hard to know when digital activism has succeeded. Clear-cut cases of digital success, like the Help Fouad campaign in Morocco are rare. Even when a goal is achieved, it is often the result of multiple campaigns, not only digital ones, and often it takes years to achieve these goals. I don’t think there’s a clear formula for success. Digital activism is not about quantity of people you can reach, but it’s about the quality by which you reach them.

What’s the impact digital activism has, or could have, on our community?

One of the greatest strengths of digital activism is that it allows people to collaborate closely regardless of physical location. As mentioned previously, Mary and Amine developed the idea for DigiActive and built the site without ever meeting. In fact, they still live on different continents. Talia edits for the DigiActive blog from Boston, even though our correspondents are dispersed across the globe. I think the two biggest technical advantages that digital activism has are 1) the speed at which technology is being introduced, improved upon, and made widely available and 2) the number of tools that are available, which enables users to use the one that best suits their situation. It’s not a one-sie-fit-all. It’s a custom-tailored approach. The biggest qualitative advantage of digital activism is, as mentioned, the ability to connect to so many people and get yourself in front of large number of eyes and ears!

If you could live on any street, what would that street be named and why?

“Hope Street” – Simon

“The Beginning” – Kate

“TechCanHelpUChangeTheWorld Blvd.” – Mary

Who would be your dream real-life neighbor?

Some of the answers from the DigiActive team include: An international group of passionate grassroots activists, committed to the goal of realizing the human dignity of all the world’s citizens. Dalaid Lama and Dave Barry. Maybe Jon Stewart too.

What was the last URL you added to your RSS feed?

What’s your favorite blog post and why?

Successful digital activism campaign are always fun to write about. Whether it be about young Egyptian activists using Facebook to organize a country-wide strike, about Jamaican gay rights activists who use blogs and the internet to fight to get into a UN AIDS meeting or about activists in Morocco who used the web to coordinate a successful international campaign to free the “Facebook Prisonner”. However it is also important to consider the limitations of digital activism and provide useful information and guides on how to best harness its potential.

What’s one lesson you’ve learned from blogging?

  • Don’t be afraid to express yourself – everyones experience and opinions count.
  • That it takes a global village to write a blog.
  • It’s a great way to meet and to get to know incredible people from around the world.

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

**************

Past Blogger Neighbors Include:

This continuous series highlights different blogs and their respective bloggers in the blogosphere neighborhood. Following the great Mr. Rogers, who tells us to ‘Get to know your neighbor,’ this series introduces us to our blogger neighbors, making for a more unified, collaborative voice for the social sector. Like to nominate someone or be featured yourself? Contact me @ socialbutterfly4change@gmail.com.

An Afternoon Conversation Calls Me Back

I’m starting another series. Apparently, I like series. But I think readers do to, because it helps you know what kind of content to predict. Or, so Seth Godin tells us.

Today, I was fortunate enough to connect with one of SocialButterfly’s consistent readers at the Ad Council. I want to thank him through this blog as the conversation inspired me to start this new series: Social Marketing Classic Campaigns.

campaign

A month now into my ‘official’ new full-time role at work, I have slightly gotten a bit side-tracked in my enthusiasm for social media, that the true ‘social marketing’ aspect of my blog has been lacking. Thus, to complement the Social Media Highlight series I have, I’m starting this new one.

This afternoon’s conversation reminded me of what I think would be a DREAM job –> having the ability to brand social marketing, to further the field, to expand its practices and applications, to share its tool belt with those across industries and across nations, and to inspire more SocialButterflies…so to speak. =) But this can’t be accomplished alone, and we all play our part.

Thus, stay tuned as every other week I am going to showcase a classic social marketing campaign, and highlight movements in the field. Through this, I hope to elaborate on social marketing’s theory using real-world examples. As, I also realized this afternoon, that I’ve been focusing a lot on the promotional efforts of social marketing, which is a trend of the field and not just myself. Thus, I hope to highlight some really great campaigns.

It might be a small step towards the dream, but small steps can end up coving a large distance! If you have some ideas on some you’d like to see featured, feel free to post a note. Until then, social marketers unite!


Bookmark and Share