Tag Archives: message

3 Themes Social Media and Social Marketing Can Learn From

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

 

My First Meme, Letters to My Younger Self: A Lesson From Susie Buffet

Today, Kivi Leroux Miller at NonProfit Communications participated in a continuing blog posting style called a meme, titled: Meme: Excerpt from a Book on My Desk.

Until today, I did not know what a meme was or is. I’m pretty excited though, now that I know what it is, as I’m always looking for new ways to evolve the style of blog posts. (Another recent favorite is Bamboo Project’s 31 Day Comment Challenge Series. Today is Day 6 of the Challenge.)

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A meme is like an internet chain letter, with depth. One blogger posts a topic or call to action, then tags 5-10 other people to follow suite and add to the ‘meme.’ This being my first tag in a meme, I am participating. Plus, I was pretty excited about the book nearest me…

Here is what I am supposed to do:

1. Pick up the nearest book.
2. Open to page 123.
3. Find the fifth sentence.
4. Post the next three sentences.
5. Tag five people, and acknowledge who tagged you.

It’s titled: What I Know Now, Letters to My Younger Self, written by a collaboration of accomplished and amazing women. Contributers include Madeleine Albright, Maya Angelou, Ann Curry, Olmypia Dukakis, and many more! This book is great, because women need role models and mentors. This book offers just a glimpse into some of the more important LIFE lessons we learn along our journey.

When I’m finished reading, I plan on writing my own letter to my older self, and store it away to read at a later date. And another letter to my younger self, that I hope to one day pass on to a future daughter. This idea is what I’d like to forward in my version of the meme.

Not wanting to be a complete rule breaker though…this is what I found:

Page 123 was part of the letter Jane Bryant Quinn, author and columnist, writes to herself about parenting and what’s she learned from her kids. But, I preferred to share one of my favorite excerpts from the book instead, written by Susie Buffet, daughter of Warren Buffet, written back to her 17 year old self, about her admiration for her mother.

“Empathy has led her [Susie’s mother] to become extraordinarily accepting of others, but it’s also what makes her comfortable with acting unconventionally…Empathy doesn’t have to lead you to the routes she [mom] will follow, which may be a temptation, given your resemblance to her. The important thing is that it becomes part of your compass, too.”

If you wrote a letter to yourself, how old would you be and what would be your message?

I tag:

Britt Bravo

Cool People Care

SocialCitizen

Ian Wilker

New Voices of Philanthropy

Work Hard. There’s No If’s, And’s or But’s About It.

I recently watched Gary Vaynerchuck, of Wine Library TV, deliver at the Web 2.0 Expo…on YouTube. And, when you’re feeling down, feeling like, you’re giving up too much of life, or that breaking into the social media mold is just ‘too hard’ or you’ve gotten lost within this space. Watch this. It’s a good kick in the pants.

httpv://www.youtube.com/watch?v=EhqZ0RU95d4

(Note: There is some foul language, but like I said, it’s’ a good kick in the pants.)

Gary V. presented about “Building Personal Brand Within the Social Media Landscape.” I often get this question through email, speaking with others and students too. I agree with Gary in this video.

There are no shortcuts. —–> (There are smart cuts.)

There are no excuses. —–> (There’s time management.)

There is no one else to do it. —–> (There’s only yourself to motivate.)

And it’s called: HARD WORK. Now get going. =)

(Thank you Mike Kujawski for sharing this item!)
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How One Non-Profit Re-defines the Art of Story-Telling

Eglantyne Jebb

Eglantyne Jebb

Have you ever heard of Eglantyne Jebb?

Yea, me either. Until my friend Marc over at Osocio emailed me about a new stunning campaign: Lessons in Leadership. Made by the non-profit organization Save the Children for our Australian friends, the campaign highlights the story of Eglantyne Jebb, her mission and her legacy citing:

“A women born over a century ago, that you’ve probably never heard of, and whose achievements you will never forget.”

In brief, Eglantyne Jebb wrote the book Cambridge, a Study in Social Questions in 1906 based on her research and experiences. The book was well before its times and reflects many modern social marketing themes. Jebb went on to found the International Save the Children Union in 1919 and became a leading proponent for children’s rights.

A major cornerstone of Jebb’s work was her insistence of a planned, research-based approach to social welfare, war relief efforts and primarily children’s rights. She drafted the main declarations necessary for the international community to put priority on children’s rights. Later, these declarations and the Children’s Charter Jebb drafted became known as the Declaration of the Rights of the Child and was adopted years later by the League of Nations.

This interactive story takes you on a journey through 12 lessons in leadership, while also sharing with you the story of Eglantyne and how one individual can make a difference. I could describe more of the story, but the video does a much better job. Enjoy!


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