Posts tagged ‘community’

Change Between the Pages

The #read4change book club met twice in 2009 to discuss Tom Watson’s CauseWired in November, and Actions Speak Loudest in December. This January, we decided to take a break to take some lessons learned, tweak and plan for the rest of 2010. We hope you’ll join us in gathering and sharing community amongst some good books and great thinkers.

What to Expect

Once a month–using the Twitter account @read4change and the hashtag #read4change–do gooders, social changers, nonprofiteers and the like gather around the last Wednesday of the month and read a social change-themed book–chosen by the community. The hope is to have authors or experts join us in the conversation as a unique opportunity to have meaningful conversations in a meaningful way.

Everyday–Be on the lookout for #read4change challenges where we identify ways where you or I’s reading can have a direct impact into a positive change. It might not be everyday, but we’ll do our best. If you or your organization has an action you want highlighted, just shoot me an email or direct message.

Bonus–Any funds raised through our online bookshelf (run through Amazon’s Associates program) will be donated to a charity of the group’s choice at the end of the year.

All Stars–Shoot me an email if you want to be a #read4change All Star list. This means you plan to partake in at least 3 of our 11 chats this year, and you will also be also given some link-love.

2010 Themes

  • February–Approach to Change VOTE
  • March–Going Green VOTE
  • April–Social Entrepreneurship VOTE
  • May–Stories of Change
  • June–Economics
  • July–The Big Screen (Movies)
  • August–Inspiration and Motivation
  • September–Today’s Woman
  • October–Global Issues
  • November–Back to Basics
  • December–Enjoy the Holidays (no book)

How to Get Involved

Look forward to a great year. Open to ideas. Feel free to suggest a book or topic in the comments!

Making Behavior Fun, Popular and Easy

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?

The Next #read4change Book is…

You voted, and now, Actions Speak Loudest by Robert McKinnon will be our next #read4change book. I feel it’s quite timely considering my post last week about knowledge, attitudes and actions.

Actions Speak Loudest is a compilation of some of today’s greatest doers like Jimmy Carter, Queen Noor, Mia Hamm, Joe Torre and others who are everyday American heroes that make a difference. Together, they look at thirty-two issues, ranging from childhood obesity to climate change, that are critical to the well-being of the next generation–while also providing ideas and ways to take action. All funds raised from sales of the book go back to the causes and organizations featured within its pages.

BONUS: Robert McKinnon will join our #read4change chat. Stay tuned for time and date.

Feeling lost and wondering what the heck #read4change is?

In September 2009, with some inspiration and a desire to create deeper connections with the talented online community, SB launched “read4change,” an online social change book club–where anyone can participate.

Using the Twitter account @read4change and the hashtag #read4change–do gooders, social changers, nonprofiteers and the like gather around each month to discuss that month’s book and how its relates to our do-good work.

Now, curious about how to get involved?

  1. FOLLOW us @read4change on Twitter.
  2. RECOMMEND a book. Email me at socialbutterfly4change@gmail.com.
  3. VOTE each month on which book we should read. The top book will be chosen.
  4. READ the book or browse our bookshelf to see what we’ve recently discussed.
  5. DISCUSS the books with us on Twitter using the #read4change hashtag.

Want to help? Just answering these two simple questions helps:

  1. Do you prefer to have a pre-set reading list–or do you like voting on the book each month?
  2. Given the holidays, should we meet for December’s #read4change or schedule our next one to be early January?

Building a Web Site: Easy as 1, 2 OR 3?

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 focus:

  • 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

How-To Go From Good to Great

Caveat: I am an outsider looking in, and like the title says–I think this initiative is a good thing. It just could have been great. Let me explain.

Project: Variety’s Power of Women Awards Recognition in Collaboration with the Lifetime Network

Good: Gathering together some of Hollywood’s greatest women, recognizing their contributions to some powerful nonprofits (Save Darfur and ServiceNation amongst them) and engaging the interest and attention of numerous influentials.

How it could have been GREAT: Involving the rest of us. Lifetime in and of itself has a huge audience base, and many of these watchers–I would presume–are also powerful women doing amazing things. What would have been great, would have been a contest of sorts that asked ordinary women to submit the story of everyday women who are working to better and change the world. The winner? Well, she gets to wine and dine with the A-listers at the described event above and gets to be recognized right alongside Anne Hathaway and company. How great would that have been?

Apply this to your own work. Many of you are doing awesome, notable, and persistent work. Good work. Just remember to pause and ask yourself–how can we make this GREAT? If Variety and Lifetime might have made the event bigger, just think of the blog posts, the camaraderie, the buzz, the views, the downloads–but most importantly, the community growth and involvement that could have resulted. It’s good, but it could have been great.

Twitter Follow-and-Fundraise Follow-Up with @ChildFund

Say that title 7-times fast…Recently, I published a post based on my observations about recent “Twitter Follow-and-Fundraise” initiatives and offered “7 Tips” to successfully recruit and retain followers.  My purpose in this article was to bring social change communicators together about this increasing communications tactic to share lessons learned and gain valuable insights to apply to future initiatives.

This post grabbed the attention of friend and respected colleague Geoff Livingston, including his colleagues at ChildFund International who, at the time, were in the midst of such a campaign. Graciously, through conversations via email and Twitter, Geoff and I agreed that it’d be great to have ChildFund International share its experience and thoughts as they develop @ChildFund on Twitter, and establish their rejuvenated brand online. Therefore, I invite you to hear from David Hylton (pictured below), the voice behind @ChildFund’s Twitter, in the following interview. Geoff contributed some insights as well.

Alex: What are past Twitter-Follow initiatives that changemakers might look-up to gain insights about how to conduct their own strategy?

Geoff:  The one we looked at for @ChildFund was the UNEP tree for a follow campaign. We thought that it was a great strategy to incentivize followers. With that campaign, we (UNEP) had set an ambitious end goal of 10,000 followers, which in retrospect, we think was not realistic given the re-branding of UNEP, our lack of a community manager, and that we were national.

Further, we wanted to give folks something to 1) strive for and 2) to report back to them on so they can see the program in action. So, with UNEP, it was to get us 10k followers. For @ChildFund, we wanted to raise our visibility because as part of our strategy, we had a new name, and we wanted people to know about us and that if they followed us, we would show them specifically what we’re doing with the gifts donated by a donor, especially for Twitter followers.  It’s a commitment.

Alex:  Using @ChildFund’s latest Twitter strategy as an example, what were your initial objectives and how did the use of Twitter help you meet them?

David:  Our primary goal is to 1) launch the ChildFund brand on the Internet and 2) drive awareness of our activity among new stakeholders. We think we’re successfully doing that. Keep in mind that in addition to the opt-in follower,s tens of thousands of people are seeing the ChildFund International brand online.

3) In addition, the changeblogger space has noted that we are online. This was also a critical aspect of our effort.  We see other nonprofit bloggers as vital community members that we want to develop relationships with, and we hope we can help some of them in their efforts, too. So from that standpoint, it’s been a successful effort.

4) Lastly, but not the least, we want to develop an international community of people online that care about the well-being (I know it’s not much different, but as part of our new brand, we must be positive) of children. This is the beginning, and really, people are giving us an opportunity to start a conversation with them, but have not yet necessarily committed to that community.  We hope to be worthwhile additions to their Twitter experience and to evolve that experience into something more meaningful and rewarding.

Alex:  How did @ChildFund go about promoting its Twitter-follow initiative?

David:  We hired CRT/Tananka to develop the strategy, and then used Geoff Livingston to be an initial voice for us. Given a very limited budget, we thought getting someone who was established with an existing community, and some experience dealing with bloggers was the best way to go. And Geoff did a lot with a very limited amount of time and resources available to him.

Alex:  We know it’s only been a few days, but what are some initial results of the @ChildFund campaign on Twitter? Overall?

David:  We’ll probably have helped out six or seven African communities and their children by week’s end. By the end of the campaign we expect it will be in the neighborhood of ten communities. That in itself is great. We want to be up front that the items will be mailed at the end of the campaign. And once the items are received, we’re going to post about how the items impact the recipients lives. We want you to see how the money is used and how just a little goes a long way. More importantly, is the new community members we are developing, all the awareness of the new mission and brand name and ChildFund’s work with children. Plus, people will get to see our work in action AND participate even further as other elements of our social media effort continues, including the hire of our community manager. This was exactly the right start to something we see as an ongoing activity.

Alex:  In my initial post, I listed “7 Tips” for changemakers to consider if they want to create their own Twitter-follow strategy for their organization. I recognize different organizations have different needs, roadblocks, etc., but what additional tips might you recommend others consider?

David:  The seventh follow-up tip is critical. We’re not just trying to get a number count for Twitter followers, we’re trying to build something – a relationship. In that regard, we have a long-term plan in mind.

The other thing we’d add is to put a real voice behind the Twitter account. Who wants to follow someone and the only communication they receive is asks for donations and links? Even organizations have people working for them. Make sure a real person is working there and that they can interact with their followers freely.

And for those who are following and supporting us as sponsors or donors and decide they want to engage further with others, we’ve created a section on the ChildFund Web site that provides that opportunity.

Alex:  Twitter is Twitter. How can changemakers increase awareness of their efforts outside of Twitter?

David:  One of the things you’ll notice is that we’ll start referring to our blog, or our Facebook page, or videos to report back to the community. Real stakeholders who care about us will want more information and have deeper dialogue. That’s where the real social media effort begins, and we look forward to having those conversations with our core stakeholders. And from there, they can get even further involved if they  choose to.

The key is if “they  choose to.” By providing opportunities to opt in and permission to engage further via links to other media, a true relationship is forged. And that’s how you get beyond 140 characters.

Alex:  Thank you David and ChildFund for your willingness to share with us fellow changemakers. I wish you the best in your endeavours and will be sure to stay posted as I can see just from a quick scan of the new Web site (ps-I highly recommend checking it out based on design alone) that you have many more great initiatives, stories and real change programs in the works. Props to Geoff as well for coordinating and recommending such a great idea!

Lessons from the Incurable Optimist

I write this post purely out of inspiration gained from one Incurable Optimist–Michael J. Fox. I knew I chose him as my favorite actor when I was 8 years old for a reason.

During Michael J. Fox’s “Adventures of an Incurable Optimist,” I found myself live-tweeting inspirational quotes, thoughts and ideas from the show. As a gift for a job well done this week, I encourage you to check out the points below and remember 1) that hope is alive and 2) it is attainable.

**********

“As hard as things are right now, there is something happening with people…people reaching out and helping each other.”

“Maybe that’s where hope comes from. If I could do everything, I would have no reason to be thankful for hope.”

“I’ve discovered it’s not always about winning…it’s about accepting yourself” -MJFOX (Do we do this enough? Remember to celebrate.)

Did you know that the Bhutanese officially measure GNH: Gross National Happiness. It just makes sense when you think about it. They base this on the belief that a commonality of the human experience is to be happy.

“Optimism is contagious…Happiness is contagious. You can give it out in handing out newspapers.” -Michael J. Fox

Is there a link between optimism and creativity and the arts?

“For everything this disease has taken, something of greater value has been given…After everything with Parkinson’s, I’ve learned that what’s important is always making that one step count.”

**********

“Optimists are open to alternatives in the face of adversity.”

So I ask you: Do you consider yourself to be an optimist? I think if we can attain just an ounce of the optimism, joy and connected-ness that I witness in Michael J. Fox, my mom, my friends, the dear elderly man in my building who smiles and loves the moment in a simple hello….then I think we’ll all be okay.

flickr:  Shanissinha

What Creates a Revolution?

“A revolution doesn’t happen when a society adopts new tools, it happens when a society adopts new behaviors.”

–Us Now Movie Trailer Preview

Today, I was skimming through my RSS feeds and one of my favorites had an update: Mike Kujawski’s Public Sector 2.0 blog. Mike gets social marketing (the real kind), and he is also a savvy social media professional. On his site, he posted the Us Gov movie trailer, which I had seen before on Maxine Teller’s blog, but today, the last quote (located above) really stood out to me the most.

It stood out because in it I saw a profound statement being made on behavior change. It may be due to me coming away from my talk with a class of smart Yale students, where their *good* questions focused a lot on the why of social media (measurement, literacy, behavior change, clutter vs. content, society’s relationship to technology, etc.). But, I feel like this quote gest to the heart of the relationship between social media and social marketing, and why the relationship is important.

  1. It’s not about the tools (i.e. being cool or shiny)
  2. Change (i.e. revolution, small or big) is a result of adopting/influencing new behavior (whether it be that of a society, an organization or an individual).

Currently, at an increasing rate, society is experimenting and applying social media tools, both for the good and the bad. Thus, we as practitioners need to be aware of this and how it is affecting one’s behavior. For example, I tease that in 10 years, we will be doing public health campaigns for internet addiction…but how far away is that really? We already have them for TV addiction. Take a quick look here at the Us Now documentary preview, as it’ll provide some more juices to step back and do some introspection and reflection.  

If you find this interesting and what to dig beyond the tools and really get to “what does this all mean?” Then, I also highly recommend visiting the Digital Ethnography blog and getting introduced to Professor Michael Wesch, who was named Professor of the Year for 2008. He and his students have some interesting and compelling videos on what “more than the tools” have to mean and why it’s important to know.

If you want to continue discussion on “what government may/can look like,” then I also recommend following both the Government 2.0 Club and the Government 2.0 Camp conversations (if you can’t physically attend the gathering coming up soon at the end of MArch) on Twitter too.

…because after all, what creates a revolution? and what does a revolution look like?

flickr photo credit: Wesley Fryer

For Twitter Success, Just Add Meaning.

With Dr. Mark Drapeau’s ReadWriteWeb Goverati article yesterday, it seems that the beast is awakening and out of this slumber is arising more Twitter accounts, and thus more friends to meet and conversations to maintain.

As a new Twitter member, one may be wondering a series of questions that I hope this post offers a “quick guide” to successful Twitter use and community, with the key ingredient reiterated at the end.

“What is Twitter?”

Twitter is a micro-blogging social media tool that asks the question, “What are you doing?” Individuals, who have logged in and registered for the free service, answer the question within 140 characters or within multiple updates and then ‘update’ their status. Twitter works by individuals agreeing to ‘follow’ a certain Twitter account. Once following this account, the person then gets the account’s updates. It is a great medium that lends itself to both one-to-one communications, as well as one-to-many communications. In the past six months, Twitter has gone from 600k accounts, to 2.9 million accounts.

“How can I/We use Twitter?”

The list below outlines 13 different functions that both individuals and organizations can use Twitter’s platform to accomplish:

1.    Inquiry Response
2.    Reputation Management
3.    Promotion
4.    Event Planning
5.    Brand Equity
6.    Marketing
7.    Fundraising
8.    Reminders
9.    Emergency and Disaster Response
10.    Provide information, news and tips
11.    Research
12.    Conversation Tracking through Hashtags (i.e. #WAD08, #healthcomm)
13.    Social Networking

“Now what?”

  1. Find YOUR Voice. We all have different perspectives and a variety of experiences, and as I @cdorobek reiterate, we make each other better. Whether your Twitter handle is your real name or a nickname, it doesn’t matter, what matters…is getting started and getting involved.
  2. Add Value. Twitter’s capabilities are great. But for them to stick and for you to get the most out of it, you must find value not just in the technology, but in the conversations and those you connect with. Thus, respond, connect and engage.
  3. Create Meaning. This one stretches beyond Twitter, but into social media strategy in general. So, you create a blog, a wiki, a thingy-maggig, people aren’t going to use it unless it adds meaning to their lives.

“How do I connect?”

  1. For Government folks, check out GovTwit. And, have you signed up for Government 2.0 Camp yet? Are registered on Govloop?
  2. For Health folks, check out this top 100 health Twitter-ers list. (Also, be sure to check out next week’s DC Social Media Club event about Health 2.0 or there’s DC HealthCamp in late February, the Health 2.0 Conference).
  3. For others, check out Twitter packs, Twitter Search and the JustTweetIt directory.

“Where can I learn more?”

  1. Ogilvy’s Twitter Blog Posts Series
  2. Twit Tip Blog by Problogger, (@problogger)
  3. Government Micro-Blogging Information
  4. Twitter Support
  5. Twitter Wiki

In sum, just add meaning. This may seem easier said than done, so I want to help. What are your other Twitter questions? I can already think of a few (tools, metrics, etc.) Feel free to comment, and I will offer more in the comments. Finally, I too am on Twitter: @socialbttrfly. Feel free to follow, and I look forward to creating meaning together.

Blog Action Day: What is Public Health? What is Poverty?

In honor of today’s Blog Action Day on poverty, here is a background on poverty and how social marketing can be applied, as I saw broken down by Philip Kotler himself at the World Social Marketing Conference.

Additionally, join over 40 of DC’s influential changemakers at Buffalo Billiards at DC’s 1st Changeblogger meetup. We will recognize and commemorate Blog Action Day, connect with Alex Steed’s social change tour, mingle and share re: living and working for positive change.

What is poverty?

In researching the answer to this question, I couldn’t escape the purpose behind a campaign by the Association of Public Health Schools and the Pfizer Foundation recently created called “What is public health?” This campaign works to better brand ‘public health’ to the public, while also raising awareness, education and encouraging participation in the public health conversation. Participants are asked to put red “This is public health stickers” on items that they feel represent public health. My challenge: What would this look like if the question: “What is poverty?” was asked?

Early Solutions to Poverty

Kotler listed 4 early solutions to poverty: alms programs, workhouses for the poor, deficit financing and economic development. With these solutions, four major strategies reveal themselves to reduce poverty:

  • Economic Growth Strategy
  • Redistribution Strategy
  • Massive Foreign Aid
  • Population Control

As Kotler continued to outline, he stated the “Two Main Thrusts” used to alleviate poverty are population control (from contraceptive campaigns, to abortions, education of women, industrialization to passing laws restricting the number of children) and improving the support of povert-escaping behavior. This umbrellas micro finance and empowerment, education and health programs.

The Goal

As part of the Millennium Goals, the World Bank and the United Nations have 8 goals and 17 targets to alleviate poverty (Kotler). One goal is to eradicate extreme poverty and hunger by:

  • Cutting in half the proportion of people whose income is less than a $1 a day.
  • Halve the proportion of people who suffer from hunger.

Why Care?

Everyone hears we need to solve poverty, but my eyes were widened as to WHY we need to solve hunger. And, this goes beyond the humanity of reasons, but puts some more solid evidence to the issue. Kotler spoke of these 6 reasons:

  1. Sympathy and compassion about wasted lives.
  2. Poverty drives some poor people into crime and terrorism.
  3. Poor are more prone to health problems and spreading of disease.
  4. Poor are more likely to follow demogogues.
  5. Poor nations can collapse into “failed states” that cannot pay their foreign debt.
  6. The poor are an untapped trillion dollar market opportunity.

Why Social Marketing?

Kotler, along with social marketing expert Nancy Lee, both are literally writing the book answering this part of the poverty question. I personally can’t wait for the book to come out because I truly believe that social marketing provides the right tools for us to solve global issues such as poverty. In the presentation, Kotler identified a 6-part framework as to how social marketing can be applied to the poverty issue. However, in the book, a larger and more developed framework is offered, as well as further context of the issue.

So, back to the challenge. How would you answer this question: What is poverty?

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