Category Archives: Resources


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What Behavior Are You Selling?

In the halls of doing good, many of us are dealing with change–which means we are dealing with behaviors. Surrounding behavior is knowledge and beliefs coupled by environmental factors, assumptions and noise. To make an impact, we need to know what kind of behavior we are selling.

For experienced social marketers this might seem like a review–but we can all use a review sometimes. People leading change often “sell” one of the following:

  • Accepting a new behavior (i.e. Wear a helmet when biking)
  • Rejecting a potential behavior (i.e. Don’t drink and drive)
  • Modify a current behavior (i.e. Wear sunscreen with an increased SPF)
  • Abandon an old behavior (i.e. Quit smoking)

Some say that selling behavior versus a concrete product or service comes with increased challenges–for one, it’s harder to measure. Two, it’s hard to deliver. Three, we’re talking about deeply rooted, often value-based, behaviors and decision making. Hard? Yes, historically. But, it doesn’t mean that is has to stay true.

We can do better–for example, HHS recently launched its Community Health Data Initiative–freeing up data, making it accessible, drawing out understanding, making connections–this can help us in our efforts to achieve behavior change by working to address that measurement issue.

Challenge

Think about a current project that you or your organization is working to achieve. Can you pinpoint the type of behavior you are driving? If so, tell us about it in the comments. Perhaps we can brainstorm some ways to make it “easier.”

(Hint: Look into the approach and framework of social marketing–lots of good research and case studies!)

Flickr Credit: trawin

Reference:  P. Kotler, N. Roberto, N. Lee. Social Marketing, Improving the Quality of Life. USA: Sage Publications, 2002. Print.

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Oh! The Places We’ll Go

In case you haven’t heard, 2010 is going to be big–HUGE. Full of wonder, discovery, ideas and action. If you are looking to stretch your horizons this year, I’ve recently updated the “Events” tab up above just for you.

This page offers a listing of 40+ interesting conferences, events, observances and programs to keep you up to date in the world of social marketing and related areas of social change, social innovation, non-profits, and tech. From events like the World Economic Forum, to conferences like the 20th Anniversary of the Social Marketing in Public Health Conference to observances like World Day of Social Justice and Twitter chats like #4change, #hcsm, #SocEntChat and more–it’s shaping to be a powerful year.

The calendar will be continuously updated as the year goes on, so check back often as we have “Watch List” including the NIH mHealth Conference, Mobile Tech 4 Social Change and others. Oh the places we will go in 2010–may we enjoy the ride!

flickr photo credit: ForestForTrees


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Love Social Change? Join us and #read4change.

We know there are multiple ways to connect. Offline, on Facebook, within an email, etc. Many of these are quick 140-headlines and/or aren’t necessarily in real-time. So, I’m proposing a new way, a less “it’s-for-work” or “I-want-to-network” way for our community to interact.

I have an idea.

But it slightly depends on you.

So one question: Like books?

The Big Idea: An Online Social Change Book Club

I just had one of those freakish “ah-ha” moments. Bare with me while I explain…

The idea started forming when my mom told me I should add a page to my blog that talks about the books I read and recommend.

Then, my mom emailed me saying her book club wanted to get a package of books for my fiance and I as a wedding present. Ever since, I’ve spotted more books I’d like to read.

And better yet, many of you SB readers have been recommending some fascinating titles.

So, Here’s how it works:

  1. We meet online (monthly or bi-monthly–you choose) on Twitter using the hashtag: #read4change.
  2. We all throw out suggestions for us to consider. I’ll keep a running tab. Each month, together, we’ll choose a book using Twitpoll.
  3. Because this is new, we will start, with our first #read4change chat on November 7 from 11am-12pm EST.
  4. After each round, we vote on the next book based on everyone’s recommendations. A week later, the book is chosen.
  5. Good news–you can recommend a book for the group to read at any time to have it added to the list.
  6. I’m also hoping to create eventbrite invites, just so we all know who’s reading along should we want to chat prior to the livechat. If you want added to the list, shoot me an email.
  7. Maybe, down the road, we could even get the authors to join us…
  8. Quarterly, we can get off our bums and do a community service project around reading.
  9. Around the holidays, help donate books….the possibilities are endless!

Let’s Start

Here’s the list of books for us to consider for the first pow-wow, based on some recent recommendations I’ve received myself:

  1. The Social Atom by Mark Buchana (recommended by Susannah Fox)
  2. Causewired by Tom Watson (recommended Tim Brauhn)
  3. Up and Out of Poverty by Nancy Lee and Philip Kotler (recommended by Alex Rampy)
  4. Momentum by Allison Fine (recommended by Beth Kanter)
  5. Groundswell by Charlene Li and Josh Bernoff (recommend by Geoff Livingston)
  6. The Blue Sweater by Jacqueline Novogratz (recommended by Andre Blackman)
  7. Here Comes Everybody by Clay Shirky (recommended by Nancy Shute)
  8. The Help, By Kathryn Stockett (recommended by Alex Rampy)
  9. Hope Dies Last by Studs Terkel (recommended by Mike Brooks)
  10. Rules for Revolutionaries by Guy Kawasaki (recommended by Amy Jussel)

Now what? Vote!

Vote on which book we’ll discuss first and I’ll announce it in a about a week what YOU chose for us all to read and chat about. In the meantime, feel free to also email me book suggestions: socialbutterfly4change@gmail.com. I’ll work on getting that page up that my mom told me about. Thanks mom. (I know she’s reading.)

 

flickr credit: Chocolate Geek
Book Images: Courtesy of Amazon


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Defining SocialButterfly–Social Change, Social Marketing and Social Media

A beautiful yellow and black spotted butterfly with its wings outstretched, lightly resting on rocks.At SB, I’ve noticed a spike in new visitors this summer who might be wondering, “What is SocialButterfly all about?” Well, I’ve been evaluating that myself, and encouraged by a few colleagues of mine, I believe it’s time for an update. As we go forward, you’ll see me working to align my work, content and chatter around this working vision:  Make SocialButterfly a resource for information and dialogue on social change, social marketing and social media.

In my first post on SB, I explained that:

Defined–a social butterfly is someone who is amazing at socializing, making connections and creating conversation…appearing to ‘fly’ about the room. In the context of this Web site, it is a play on words.

‘Social‘ is taking from the term social marketing, in which marketing efforts are applied to create and influence behavior changes that are beneficial to society. In other words, depending on one’s view, it is learning to examine social issues and look for ways to ignite social change for the better.

‘Butterfly‘ is taken from the butterfly insect, which goes through a metamorphosis, and changes into a beautiful creation. Thus, this site works to promote and increase understanding surrounding the practice of social marketing by inspiring any and all to create change for the better. Then, in a ripple effect, maybe we could all become SocialButterflies in creating social change for the betterment of society.

As the header alludes, social change, social marketing and social media is a metamorphosis and we all play a role in spreading the good. It’s an evolution of an ongoing revolution. We can all be SocialButterflies. Let me elaborate:

Social Change–In the online space, and as our world becomes a smaller place, boundaries continue to become blurred. More public-private partnerships are evolving. Government agencies are reaching out to non-profits. Private sector is getting energized by government. And, this is good. Social change for social good takes a village. I was recently inspired by the discovery of Booz Allen’s “MegaComunities” concept. It mirrors a similar message that I detailed in my graduate research–emphasizing the collaboration across fields, industries and sectors. Social change umbrellas work of non-profits, journalism, activism, advocacy, health, environmentalism, social justice, human rights, public policy, lobbying, and more–for the improvement in the quality of life.

Social Marketing–Again, social marketing, on SB, does not mean social media. It means influencing behavior change for social good. Founded by marketing guru Philip Kotler and Nancy Lee, it’s the “science” behind behavior change for social good–aka social change. See the connection? Social change is the WHAT or the GOAL, social marketing is the theoretical STRATEGY or FRAMEWORK.

Social Media–Social media encompasses a variety of TACTICS and/or TOOLS. Social media marketing is best when it’s an integrated approach that complements current outreach and communication efforts, when it works to solve a problem, and is about what it enables, empowers and builds–more so than tools or information. SB looks at social media for a few reasons 1) It’s evolving itself as new tools and best practices continue to emerge on almost a daily basis; 2) Because of its fast growth and continual change, it demands savvy practitioners; 3) Because of reason #2, an active commitment to learn and engage is required, not just for me, but for all of us colleagues; and 4) It has the potential to completely change the game for social change and behavior–and in many ways, it already has–making it critical to know, understand and grasp.

But I can’t accomplish this alone. It’s going to take an active-living-breathing-charged-committed-encouraged-motivated-and-dedicated swarm of socialbutterflies to move the needle. What are your thoughts? How do you think we’re doing?

flickr credit: ~flutterby~’s


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CDC Launches Re-Design, Focus on Tools

Today, I received a tip that Monday night, CDC.gov launched it’s re-designed Web site–placing a larger emphasis on tools. I think it’s looking pretty good myself–especially the “connect” icons as I’m a large fan of communicating visually. Plus, icons are fun, right? What about you? What are your thoughts?

I think one of my all-time favorite features is the CDC.gov Tag Cloud. According to the Web site, “[the] Tag Cloud is an alphabetized list of the most popular search topics on the CDC.gov Web site. The text size of the term shows its relative popularity: bigger terms are more popular than smaller ones.” Even better, each term is click-able for information about that specific topic. Here’s a quick snap shot:

It’s simple. It’s user-generated (via consumer search queries). It offers a quick snapshot to what consumers are concerned about in regards to public health. And, thus, it’s powerful. And, it communicates all this and more, visually. For a visual learner like myself, I give it two thumbs up. I’m envisioning that one day, we might be able to update these types of queries in real-time, though from my own experience, I also know it’s going to be a challenge.


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A Look Back: My First Twitter 10

Friend and colleague Jeffrey Levy, in conversation the other day, said he went back to the beginning….of his days on Twitter that is, to see who he first started following. So, I did the same. It caused me to reflect on my own Twitter activity. Therefore, without further ado, my first Twitter 10: (take-aways listed afterwards)

1.    @misslacey123: Lacey is the one who got me on Twitter. We are both Mizzou J-School alums who have re-located to the great DC. She mentioned it one day as her and her colleagues at PBS were starting to explore it. At first, I was a little skeptical. But obviously, Twitter’s functionality grew on me!

2.    @bbravo: I’ve been a long-time fan of Britt’s Have Fun * Do Good blog and last fall joined in with her on the Changebloggers movement. So, I wasn’t too surprised to see that I started following Britt on Twitter from the get-go.

3.    @NetSquared: NetSquared is a great resource for all socially-inclined organizations as they are “remixing the Web for social change through social tools.”

4.    @osocio: This blog was the very first blog that I became a fan of and would read just about every day. Mark and his team do an excellent, excellent job at showcasing social advertising from around the world. Upon discovery of this blog, I talked about it all the time, showed it to my graduate classes, recruited others to check it out. And, this is back when Osocio went by Houtlust!

5.    @TechSoup: TechSoup is a leader when it comes to non-profits and Technology. They and its members are a wealth of resources. When I first joined Twitter, I wanted to connect with the non-profit community. Since then, its expanded into the social change community, which also umbrellas the non-profit community.

6.    @mikekujawski: I saw very early on that Mike was leading the way for social marketing amongst public sector organizations up in Canada and immediately admired his work and became inspired. This is because I could relate. He is a member of the “new wave” of social marketeers who are willing to go the distance for social good. Mike is one of the first, out of many, that I would continue to identify, encourage and admire.

7.    @elliotthoffman–Elliot is an acquaintance from way back in high school. We were both in one of my good friends weddings and we both happen to enjoy technology. Reminded me of take-away #4, to follow-up and reconnect with those you haven’t checked in with lately.

8.    @_FakeSteveJobs–Not quite sure what made me start following FakeSteveJobs, maybe I was hoping, along with others, that maybe, just maybe, it really was the RealSteveJobs. Having been outed and no updates since August 2007, I have now “unfollowed” this account.

9.    @cnnbrk–One of my best friends I made in grad school was a CNN fanatic. She knew any breaking story before the rest of us and in the midst of class would update us with important information. Then, she showed me her secret: CNN email alerts. Becoming quite the fan-atic myself, I found them on Twitter. Given its friendly banter with @aplusk earlier this year, @cnnbrk is continues to stay relevant.

10.  @penguinasana–Megan is the online community manager for TechSoup, so it was a natural decision to follow her given my interest in NetSquared and TechSoup. Admitedly though, I haven’t engaged in as much conversation as I’d like. So, Megan, if you’re listening, I look forward to connecting with you and the TechSoup team more. =)

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This exercise provided me with 4 key take-aways:

1.  Remind yourself. Make sure you go through who you are following and who is following you to remind  you of your friends, potential friends and fellow people who you might have things in common with. Notice I did not say, “Remind yourself of your audience.” Your followers should not be your audience, but more of an active hive that you leave and return to with information, resources, questions, and more.

2.  Double check your stream for active participants. Since some people sign up for Twitter and then never use it or use it just to “push out” information, your list might need a slight refresh.

3.  Evaluate your own use of Twitter. When you first started, you might have been more in an “experimental” phase or started for a different reason than why you currently use Twitter. Looking back at your intial follows/followers can provide some good reflective insight for thought.

4.  Follow-up with people and connect in conversation. At one point you connected. It could be a former colleague, friend or co-worker. If you haven’t chatted it up in a while, get those DM’s and @ replies to work. You never know what new projects they may be working on, new interests you may have in common or opportunities for collaboration that might develop. Plus, life is too short and time is too precious, especially in the social media space.

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What about you? Who were your first First Twitter 10? Did they surprise you? And better yet–do we happen to have any of the same ten in common?

flickr credit: holeymoon


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Looking for a Job in Social Change? Look No Further

Change.org made a major announcement Thursday in response to Obama’s call for public service: Jobs for Change.  This is to be a hub and marketplace for social change jobs that they’ve created in partnership with dozens of nonprofits including: Young Nonprofit Professionals Network, AmeriCorps Alums, Echoing Green, Network for Good, and Encore Careers.


The goal: Spark a nationwide movement toward careers in the common good – including nonprofit, government, and social enterprise jobs. (Cross-Fertilization–> This makes me especially happy!)

Status: Currently, Change.org is building a huge database of social change jobs with their partners and have just hired a team of career advisors who will be blogging every day to provide guidance on finding and developing a career in social change, including Rosetta Thurman! (Mentors, resources and role-models….even better!)

Now What? Besides just checking it out and getting some good food for action, Change.org is also reaching out to like-minded bloggers and non-profit leaders to spread the word–specifically by signing a statement to endorse the vision. If you think this sounds pretty sweet….then join me (and @mikekujawski @engagejoe @mindofandre @bbravo and many others in signing.

Some Highlights of the Vision:

  • People are the most important factor in advancing social change.
  • To attract leaders, we need to enhance the social sector’s ability to recruit, develop, and retain talent.
  • Innovative businesses should join as partners with nonprofits and government in the pursuit of social good.

Thanks Change.org for providing an avenue for people to cultivate their passion with their purpose for effective, long-lasting and positive change.

(For the record, I currently have no relationship with Change.org other than being a member of their community…I jam ust that impressed with 1) their blogger outreach strategy anf 2) the actual product/vision behind this initiative.) =)


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Do Something. (You Can Begin By Applying)

As I often like to highlight opportunities for readers, an organization that I admire for their do-good youth marketing approach and mission, DoSomething.org is now accepting applications for the Do Something Awards.

The Do Something Awards have worked to empower and recognize some of the most outstanding young and up-incoming world-changers we know. Last year, the Do Something Awards became the first non-celebrity category of the Teen Choice Awards, which contained 9 final nominees. Each of the 9 nominees received $10,000 for their project and the winner, 19-year old Chad Bullock won $100,000.

This year, 5 winners will receive a minimum of $10,000 in community grants and scholarships, and one will be selected as the grand prize winner, receiving $100,000 in community grants, that can be donated to a non-profit of the winner’s choice.

Deadline: See if you qualify, and apply by March 1, 2009

Eligibility: Applicants must be 25 or younger, and be a U.S. or Canadian citizen.

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FYI: SocialButterfly’s “Events” page is now updated with 2009 social marketing, non-profit, social media marketing and other related events and highlights from around the Web. If there are specific events you’d like added, please feel free to contact me at socialbutterfly4change@gmail.com or @socialbttrfly on Twitter

Liked what you read? Feel free to share with others: Bookmark and Share and/or connect with me on Twitter – @socialbttrfly.