Tag Archives: causes

Beth’s Birthday Bash

We all have influence and impact. Today’s post is to recognize the influence of one person, Beth Kanter, and to realize the impact we can all have when we act together. Beth Kanter, if you don’t know, is a top changeblogger working to help nonprofits do good.  But, I won’t provide a bio, her actions speak for themselves.

Actions such as making a birthday wish. Of course, this was no ordinary wish. For Beth’s 53rd birthday, she wished for people to donate to the Sharing Foundation on her behalf. The Sharing Foundation helps Cambodian youngsters go to school and holds a special place in Beth’s heart.

So I did. And so did many others. And so can you. You see, this blog post is one of many that is part of Beth’s Surprise Birthday bash. We want to thank Beth for all of her leadership, her generosity and belief in doing good, and this is the non-profit and social change community’s way of saying THANK YOU.

If Beth’s had an impact on you, join us and let her know by blogging or leaving a comment below. To donate and help make Beth’s birthday wish come true, here’s the link.

Want to follow Beth’s lead and use your birthday for good? Get to know the Causes application on Facebook.

Four Phases of Online Social Change

red heartYou 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:

  1. Awareness Building
  2. Fundraising
  3. Contests and Competitions for Change
  4. 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 behemoths–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

Q & A on Social Marketing

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 LefebvreNedra 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