Tag Archives: Technology

Facebook, Health and the Pursuit of Happiness

Facebook has become just about as integrated into American culture as apple pie. We all know apple pie tastes amazing–but when taken to the extreme and eaten on a consistent basis, it’s not exactly the healthiest food. This applies to Facebook as well. Facebook can offer a number of benefits–but it also has some potential drawbacks. And despite our shared love for Facebook, it’s important to be aware of its possible drawbacks. This post looks at a number of different research studies published in the past year that include some interesting findings.

Does Facebook help us feel more connected—or alone?

A recent set of studies found a paradox in Facebook psychology. The studies looked to answer the question: Does using Facebook help us feel more connected, or not? The results may surprise you.

The research was actually conducted through four different yet connected studies. The first study found that frequent Facebook usage relates to both increased connection–as well as increased feelings of disconnection. The second study found that disconnection motivates greater Facebook usage as a coping strategy as greater usage leads to greater connection (yes, this seems odd given the first study’s results).

The third study deprived participants of Facebook use for 48 hours. While feelings of connection decreased, the feeling of disconnection was unaffected. However, those who felt more disconnected actually engaged in increased Facebook use during a second 48-hour period.

In the fourth study, participants set a goal to reduce their use of Facebook. In setting this goal and working to achieve it, greater disconnection was felt. Those that had this feeling performed worse in achieving their goal.

Mirror, Mirror on the Wall: Who has the best self esteem of them all?

Another study conducted by researchers at Cornell found that Facebook usage actually leads to increased self-esteem. “Facebook can show a positive version of ourselves,” associate professor Jeffrey Hancock told CNN. “We’re not saying that it’s a deceptive version of self, but it’s a positive one.”

Hancock is the co-author of a report titled, “Mirror, Mirror On My Facebook Wall: Effects of Exposure to Facebook on Self-Esteem” that was published in the journal Cyberpsychology, Behavior and Social Networking. The study put 63 students in a university computer lab. Some computers were turned off with a mirror in front of it—while others were turned on showing the student’s Facebook page.

For three minutes, participants either stared at themselves in a mirror or reviewed their Facebook profile. When time was up, students were given a questionnaire to measure their self-esteem. The students who had been reviewing their Facebook profile gave more positive feedback than the others. The participants that edited their Facebook profile actually gave themselves the highest marks.

“For many people, there’s an automatic assumption that the internet is bad,” Hancock is quoted saying in an article published by CNN. “This is one of the first studies to show that there’s a psychological benefit of Facebook.”

Is the grass really greener?

Another study supports this finding as it found that those who like themselves tend to share more of themselves through social networks. And, that those more active on social networks tend to think more highly of themselves.

At the same time, another set of research published this past January, found that Facebook reinforces the idea that “the grass is always greener” and that everyone else is happier and better off than you. This research “suggests that people may think they are more alone in their emotional difficulties than they really are.” Not exactly a recipe for great self-esteem…

What does this mean for us?

Given the mixed results already discussed, we know research has also found that Facebook and social networking can help increase connectedness among certain communities–especially when it comes to our health. This post is in no way meant to be a down-with-Facebook rant. More so, here’s the take-away for us: Have a self-awareness of the good and the bad impact Facebook may have on you, to your community and in your work. Knowing and understanding the positive impact technology can have as well as its potentially harmful effects is a part of digital literacy. For those working in public Health, it’s an awareness we need to consider.

BONUS: BJ Fogg’s Psychology of Facebook class is on my need-to-do list. 

Do you know of additional research that looks into the psychology of Facebook? Please share!

flickr credit: Jason A. Samfield

Quote of the Week: Why the Web Was Won

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?


Deprecated: Function get_magic_quotes_gpc() is deprecated in /home2/flyfouch/public_html/wp-includes/formatting.php on line 4387

Behavior Change Made Easy (Sort of)

Tuesday was the start of the highly anticipated Mobile Health Conference taking place at Stanford University. Though not an on-site attendee, I’ve been staying up-to-date by tuning into the Twitter chat. You can too by following the hashtag: #mh2010.

While scanning the tweets, I came across what I consider a mother-daddy in the world of behavior change: an easy, do-it-yourself module for behavior change planning (see screenshot below) developed by Dr. BJ Fogg, founder of Stanford University’s Persuasive Technology Lab.

The wizard is designed to help those plan and design behavior change strategies through answering a brief set of questions. Depending on your answer, the wizard will describe the type of behavior you are working towards based upon Dr. Fogg’s Behavior Grid–which identifies 15 ways behavior can change (see image below).

This past week, I’ve been refreshing my knowledge of the different processes and documentation for social marketing and behavior change planning as one of my biggest observances in practice is that people like tangibles. They see a print ad or a PSA, and they can respond. But are those effective? Thus, in my current organization, I’m working to make behavior change and social marketing tangible and relevant–in terms of the new frontier of technology and the human experience. This is why Dr. Fogg’s work excites me–it’s a tangible. It breaks down behavior into bite size pieces we can understand, digest, analyze and follow-up on.

The conference continues on Tuesday, but already, even though I didn’t get to attend in person, I’m enthused to see that many of the presentations on day one got right into the heart of social marketing and behavior change–not just Dr. Fogg.

Why This Is Important to You…

If you are working to influence the world for good, have a mission or cause you are advocating, you need to get plugged into this arena. Social marketing is relevant and if you are doubtful, just scan the tweets from the Mobile Health Conference. We’ve all heard “Mobile is the future,” but social marketing and behavior change are right along with it. Want more evidence? Look at Jen McCabe’s presentation from the conference. The movement is growing. Join us.

The One Review of the iPad You Must Read

On the social media and tech stream this week, we have the iPad. Despite my thoughts on how the name “iPad” was determined, the iPad draws one’s curiosity.

I don’t have an iPad nor have I seen one in person, but Jeff Jarvis’ review captures two of the bigger implications of this new technology that deserve your attention.

  • Web sites vs. Apps
  • Content Consuming vs. Content Creating

I’m not going to repeat all that Jarvis says in his review–I’ll let you read his words directly as his points are worth your time and consideration. Instead, I’ll add in my own comments.

On Web sites vs. Apps: As mobile marketing continues to grow and evolve across the board (fyi: Mobile Health Conference coming up in May), this will become an ever-greater question. Not just in terms of execution and strategy, but also in terms of analytics. Many organizations are just now getting a grasp on their Web site analytics and how the data can offer insight and direction regarding an organization’s overall mission and objectives. The next phase many are working to figure out–is how to measure and assess not just a Web site–but a Web presence. The division between a site-based Web and an app-based Web will throw in another element into the analytics puzzle.

On Content Consuming vs. Content Creating: I may not have an iPad, but I do have the Barnes and Noble Nook. I love my Nook, but I want to do so much more with it. Barnes and Noble, if you’re reading this, please borrow a page from Netflix. So, I understand Jarvis’ point. As a consumer, there are times when I appreciate that my Nook is an ereader–nothing else. But there are times–where I want more. With the ipad, you have some degree of more–but not everything. Like Jarvis said, you don’t even have a camera (which seemed odd to me when the iPad launched). I think there is a need for balance. I don’t want another mini computer that I can connect to my email and social networks. I also don’t want another phone or a super machine. What I do want–is a relaxing user environment where I have the option to create, share and consume at my leisure on my terms. But then again, maybe I’m not the audience for the iPad. Maybe there are those that just want to consume–and not create or distribute.

Thoughts on Publishing and Content: I find this conversation interesting not because of the Web vs. App conversation or the hardware vs. software talk, but more so because it gets to the heart of publishing and distribution of content. The development of e-readers are changing the world of publishing and how the traditional business-model of journalism operates. Many are hoping, that if done right, it can “save” journalism. But here’s the thing: Journalism does not need saving. Instead, it needs pioneering. Perhaps, the “business-model” of journalism is where the rubber meets the road. This is where we need our innovations…  in my humble opinion.

In general, I agree with Jarvis’ main point about “implications.” How we maneuver down the road of information, communications and consumer-technology, will have implications. This is why, as consumers, it is important for us to know that our choices–where we spend our money, how we relate to information, how we choose to communicate, the type of content we consume and the type of content we produce–carries implications.

Your thoughts needed: Are the iPad, e-readers and tablets the best we can do?

*****

This post was originally going to be the quote of the week–but I couldn’t choose just one sentence to highlight as Jarvis’ whole article stretches one’s thinking.

Beyond Marketing Gadgets, Thingymagigs and Gizmos

Define today’s concept of: marketing. Now, imagine yourself 40-50 years ago, and define marketing. Notice any big differences? Probably a few come to mind.

I bring this up because I was taught that to know where we are headed, we have to know and understand the past. Rewind back to 1969 when an article called “Broadening the Concept of Marketing” was published by Philip Kotler and Sidney J. Levy (remarkably–you can get a free copy online). My fellow social changers and social marketeers, it was this document that helped paved the way for careers, projects and initiatives we are doing today. It was this document that said marketing was a “societal activity” that can be applied for more than “toothpaste, soap and steel” but that marketing can be transferable to organizations (non-business organizations…aka, nonprofits), persons and ideas. IDEAS.

Fast forward to today, and we are still re-defining and evolving our concept of marketing. Take Seth Godin’s recent post about how we frame marketing.  Or better yet–he explains that marketing is what happens between the frames:

Marketing is what happens when you’re not trying, when you’re being transparent and when there’s no script in place.

With this sentence, one word comes to mind–authenticity. I see all the marketing, talk and chatter about the latest and greatest gizmo. I see people and organizations striving and racing. In between all that, there is authenticity. We must find it, and we must connect with it again if we are to truly be successful–and if we are truly going to make a difference. Makes me think, how will the idea of authenticity broaden marketing for future generations? Discuss.

flickr image credit: planigan412

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.  

httpv://www.youtube.com/watch?v=LlqU1o3NmSw

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

Who is SocialButterfly? An Interview for BlogHer as the Interview-ee

Beth Kanter, of the Beth’s Blog, who I featured last month as the second member of SocialButterfly’s Blogger Neighborhood, interviewed me for BlogHer. My first official ‘professional’ interview as the interview-ee!

1. Tell me a little about you.

I am a social marketing believer, blogger, researcher, practitioner and enthusiast. Social marketing for good – not to be confused with social media marketing. Currently, my day job is a graduate student at the University of Missouri’s School of Journalism where I will graduate this month. In June, I will start full-time at the social marketing firm I’ve been completing a fellowship at in Washington D.C., working on the client team representing the National Institute on Drug Abuse. As of this moment, I am defending my thesis, graduating and taking a moment to breath, =).

Academics and work aside, my passion is working with and on behalf of nonprofits. My family, myself and a small group of dedicated and committed individuals started a non-profit in Arkansas that benefits multiple sclerosis and works in partnership with the MS Society. In one year, with about eight people, no budget and two main events, we’ve raised over $275k.

2. Tell me about your thesis.

Just the word ‘thesis’ seems to make eyes glaze over, so I’ll try to keep this interesting. What influences you in the actions you take? the opinions or attitudes you hold? What shapes how you feel? Is it CNN broadcasting live, yahoo news feeds, a blog, your next door neighbor, or a guest lecturer? I’m supposing that it’s all the above and more. My research looks at the media landscape and the concept of influence and how this affects the public agenda….and within this mess and shades of gray, how and where the practice of social marketing fits in. I suggest social marketing offers us an opportunity to work collaboratively, erase divisions and provides a platform for those with similar motivations – doing good – to unite across industry fields, and thus, be more effective and successful.
I’m looking forward to hearing feedback and insights when I present the paper at the World Social Marketing Conference in Brighton, England this upcoming September 2008.
3. You’re a digital native (I am guessing ..:-) Millennial or whatever .. so, from your perspective in seeing various campaigns launched by nonprofits that use social media strategies, what are they doing right? What do they need to improve to appeal to folks like you?

Understandably, there are many questions about branching into social media and concerns about it being unregulated. But, I suggest, to just jump in. If not your organization, then you as the marketing/communications/outreach person. You, yourself, need to be familiar with new communication channels. I appreciate the digital native label….but I am constantly finding new applications and new strategies that online technology offers. So new or accustomed, there’s always more to learn.

When you’re open to learning, you’re open to opportunity.

4. Why do you think it is important for nonprofits to embrace social media?

For the same reasons why it is important for you to get to know your neighbors. Or, to teach your child how to change a tire. It just makes sense to know what’s out there and how it can be used.
5. What practical advice would you offer a nonprofit just dipping their toes in the social media waters?

Best practical tip, create a relatively simple, but not hackable password and keep it the same for all the accounts you are going to create. This stays true for the ID/name you create for your accounts. You’re identity still needs to be consistent, and practically, it helps you keep track and manage your online relationships.

Next, do a social media scan of your non-profit and/or cause using Technorati or a Google blog search. There are also social media apps that help you track keywords in the blogosphere. How can you know how to help further a cause, meet needs, etc., if you do not know what people are saying or how people currently perceive your organization/message?

6. Your 5 favorite social media or nonprofit blogs are:

There’s so many good ones out there, that it’s hard to choose. Narrowing it down to best blogs by women helps though…some I love include:
  1. Spare Change by Nedra Weinreich (social marketing)
  2. Have Fun * Do Good by Britt Bravo (nonprofit)
  3. Trendspotting by Dr. Taly Weiss (social media/marketing trends/research)
  4. NonProfit Communications/Carnival for Nonprofit Consultants by Kivi Leroux Miller (nonprofit)
  5. Lorelle on WordPress by Lorelle VanFossen (social media/wordpress help) She gets back to you very quickly with questions/comments too!
…and this one isn’t necessarily nonprofit or social media, but it’s a great break from the routine, work and provides good insight and entertainment: My Cool Job, by Carrie Lowery, where she interviews someone with a cool job multiple times a week and posts the interviews.

Thanks for the interview Beth!

Web 2.0 Wednesday: Building a Field of Dreams

Dream big. When non-profits look at the world of Web 2.0 and begin to learn about all of its possibilities, I think you should dream big. This accomplishes two things:

  1. Can create excitement and a learning culture when presented to staff. If no ‘expert’ knowledge is really held by any, it can bond staff together in that everyone is experiencing a similar learning curve where all inputs and questions are equal and valuable.
  2. Shows that your organization or cause can be limitless and bigger than yourself and your staff. Oftentimes, it brings staff members back to the original purpose of why they are doing what they do by reigniting their passion.

Now, keeping dreaming big in mind, I also empathize with the Non-Profit Tech blogger, Allan Benamer whose post discusses Web 2.0’s barriers to entry in some non-profit worlds. Allan brings up some great points on how a non-profit can approach technology, all technology, and create a culture shift within organizations without the web 2.0 hype.

To share an experience, last summer I was a research consultant for a non-profit organization. This included conducting an e-communications training workshop for all staff, conducting a User-Interface study, gathering relevant case studies, identifying and researching a target audience (Surprise, the millennials), and drafting recommendations for the organizatioan’s e-strategy.

In brief, the whole project was a great success. We purposefully left out a budget section of the recommendations as the chief communications officer and I agreed that a budget section would limit the brainstorming process by placing the focus on what we can and can’t do, rather than bringing the staff together to learn, brainstorm and have fun.

From the experience, the staff as a group, came to the consensus that they were focusing too much on their inputs than their outputs in all their communications and strategy. It may seem like a simple outcome from the project, but it meant great changes for the organization. It brought everyone back under the original purpose of the organization – to help their clients, show how fun doing good can be and to share that with others. Instead of focusing on text bringing in donations and showing how each dollar would be used (which is important) and looking at what the organization could ‘get’ from their donors….they instead made a change. They started to focus on their outputs and what they are offering as a whole.

Now, the organization is changing for the better by the day. These changes include:

  • Updates and additions to their website and e-communications strategy. Some of which include simple presentation changes but others include great uses of Web 2.0.
  • A refreshed staff who is renewed by their passion and greater purpose of the organization.
  • Increased organization internally.
  • More ways for volunteers to get involved.
  • Greater participation and interest in events by the millennial audience.
  • And more!

All in all, yes, technology is great. Yes, Web 2.0 can be fun and helpful. But also:

Dream big. Remember your purpose. And, focus your energy on your outputs and your inputs will follow. (As a quick analogy, if you focused solely on blog traffic, would you get more traffic? Or, if you focused on offering great content, wouldn’t the traffic follow? Think Field of Dreams.)

Did You Know? 2 Must-See Videos to FLY Together

My dad sent me this great video today. It makes you think. It motivates you, like @garyvee, to get off your butt and get moving. You may think that doing nothing only affects you. Tuning out is a choice. So, that can be your opinion. But, standing, means not helping others to fly.

httpv://www.youtube.com/watch?v=cL9Wu2kWwSY

No matter your political leanings, you must admit this quote is poetic. On NPR, a man talked about getting ready to vote for a president for the first time was being asked who he was voting for and why. He recalled this text message he received from a friend:

“Rosa sat, so Martin could walk. Martin walked, so Obama could run. And, Obama is running so our children can fly.”

What if that could be you? What if your actions could empower others to succeed. Think about the power that ripple effect could have. Whether it’s for Obama or McCain, Vote. Act. Do. No matter what, after the election, we will all need to keep moving, if not faster. Let’s get busy, and let’s FLY together. Just ask these guys:

httpv://www.youtube.com/watch?v=fX40RsSLwF4

*Don’t quote me on the stats, as I’m still trying to find this video’s source. But, it is powerful.

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

The Cool Factor About Mobile

Mobile. What do we do with this one word? We CAN do so much. Rather than go on, instead, I want to give some examples and highlight the cool factor of how mobile can add some out-of-the-box type thinking to an overall health and/or social marketing-related initiative.

(Granted, any initiative must go beyond cool, and must not be done solely for the cool factor. But, for creative juices, let’s show off some coolness.)

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

Organization(s): The U.S. Centers for Disease Control and the University of Georgia’s New Media Institute
Objective: Get the word out about National HIV Testing Day

Cool Factor: Personal PSAs, 24 Hours, and Collaboration.

In one day, more than 20 students from 6 universities and five AIDS organizations hit the streets with only cellphone video cameras to produce 8 short video messages to encourage youth to be tested for HIV. (Personal PSAs are those shared via mobile and social networks, in addition to being user-generated.)

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

Organization(s): University of Auckland Clinical Trials Research Unit and Healthphone Solutions
Objective: Using Mobile SMS Technology to increase individual smoking cessation success.

Cool Factor: Txt2Quit. 480 Customized Text Messages. 26 Week Program.

This is a tested and research-based product produced to help individuals quit smoking. The program was presented at the Texting for Health Conference this past February, and hopes to provide the tool in multiple languages as well!

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

Organization(s): The 2007 Live Earth Concerts, The Ethical Reputation Index and LightSpeed Research
Objective: 1) Measure the effectiveness among 18-45 year olds of event sponsorship and advertising in real-time and 2) Measure this audience’s interest in green issues raised by the global concerts and sponsors.

Cool Factor: Mobile as a research tool.

The first example was using mobile to raise awareness and increase a call to action. The second example offered a product to those working to stop smoking. This example expands the uses of mobile by showing how it can be used as a medium to conduct research. In case your curious, the response rate was 20% and most notably, the research was done, fast, with results given that same day.

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

Organization(s): The Fair & Lovely Foundation and Hindustan Unilever Limited
Objective: Increase the visibilty and utilization of the Fair & Lovely Foundation’s scholarship program among women and girls in low-income groups in rural and urban India.

Cool Factor: Cost Effective. Wide Reaching. Full Approach.

All elements of mobile marketing were utilized in this campaign: an SMS Blast, SMS Shortcode (a code word/number individuals can respond to), interactive voice response, banner advertising, a microsite and the Lead Capturing Zone that induced the call to action for individuals to apply for the scholarship. As a result, over 44,000 student applied in 1.5 months and 2 million page impressions were gained from the banner advertising.

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

Organization(s): Macmillan Cancer Support
Objective: Provide an alternative route to collect donations for those not wanting to donate online via credit or debit card.

Cool Factor: Mobile as a fundraising channel.

For this organization and through this campaign, SMS donations was the most successful mechanism with 59% of donations being made through text.

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

Organization(s): Save the Children and Verizon Wireless
Objective: Provide lifesaving assistance during the natural disasters that occurred in China and Myanmar.

Cool Factor: Assists during times of emergency.

Individuals could text 4SAVE with the word ‘quake’ to donate to earthquake relief or the keyword ‘cycloce’ to contribute to the cyclone relief. Upon texting, a reply asking for confirmation will be sent and a $5 donation will be added to the person’s phone bill.

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

Organization(s): Major universities and colleges across the country.
Objective: Implement an emergency notification system for all the University campus community.

Cool Factor: Campus Alert System. Emergency Preparedness.

Across the country, universities and colleges are implementing emergency alert systems through mobile and email technology to prevent another Virginia Tech tragedy. It’ll be interesting to see how other systems and institutions implement a similar strategy.

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

Organization(s): mGive & Keep A Child Alive, mGive & the Washington Nationals, The MLB and the Children’s National Medical Center, mGive & The All-Star Game, Stand Up for Cancer, and Make a Wish Foundation
Objective: mGive & Keep A Child Alive: Move people to donate during Alicia Key ‘As I Am’ tour; mGive & the Washington Nationals: When the Nationals play the Houston Astros, fans will be asked to donate to the Children’s National Medical Center to fight pediatric diabetes through a mobile/text campaign; mGive & The All-Star Game, Stand Up for Cancer, and Make a Wish Foundation: fans will be asked to donate to these two non-profits during the All-Star game through a mobile program.

Cool Factor: Mobile Giving. Integrated Marketing.

Mobile giving is now becoming a trend. Through the Alicia Keys mobile campaign, over $40,000 was raised to support Keep a Child Alive. mGive itself is a social giving company that helps non-profits utilize mobile technology to increase their fundraising efforts. To see the latest campaigns (including combining broadcast television commercials with a mobile call to action), check out their blog. The Mobile Giving Foundation currently keeps a list of all 36 ongoing mobile giving campaigns.

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

Organization(s): The Centers for Disease Control and Prevention
Objective: Provide a home site for of CDC’s mobile information about hurricane preparedness and the flu season.

Cool Factor: Government Goes Mobile.

Due to the increasing amount of dangerous hurricane like Katrina, Gustav and Ike, the CDC recently created a mobile Web site to further assist during times of emergency. I see this site growing as the use of mobile increases, but it’s a great first step and a good role model for other government agencies.

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

Organization(s): Meir Panim (Network of Soup Kitchens in Israel)
Objective: Increase donations for the soup kitchens, while also communicating an individual’s impact on the cause.

Cool Factor: Shows Impact on the Spot.

Meir Panim ran an interactive campaign with banner advertisements asking individuals to ‘SMS for Lunch‘ a promotional interactive campaign: On their website a boy was featured, facing an empty plate. The site encouraged donations and once the system received the SMS, the banner changed to show a full plate of food with the boy smiling. Talk about realtime impact!

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

MORE:

From these examples, we’ve seen how mobile technology can be used to:

  • Raise Awareness.
  • Provide a product.
  • Be an instrument for research.
  • Be cost-effective, fast, and provide results.
  • Be a fundraising tool.
  • Be creative.
  • Encourage mobile giving.
  • Extend a current campaign.
  • Be another medium to integrate into a marketing program.

What other mobile campaigns exist that you think have an extra dose of the cool factor?

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