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.

Twitter Promotes Social Good

There’s been a development with Twitter (surprise). But this time, it’s for social good. A little link found itself on the Twitter homepage, and with it, Twitter has entered a more formal “Twitter for Social Good” status. See the screen shot below.

If you click on that little link, you are directed to “hope140.org” with a personal note from @ev and @biz, the founders of Twitter. They share that in this space, they will highlight social movements that deserve our attention. Currently, the site features Haiti efforts and efforts for World Malaria Day. A stream called the “Ecosystem of Hope” also provides tweets provided by nonprofits. On individual cause pages, Twitter provides a variety of action-oriented ways to get involved:

  • Highlights tweets from related organizations working towards the cause,
  • Highlights tweets from around the world about the cause,
  • Provides sponsors names,
  • Provides actionable retweets for fund-raising efforts using rt2give.com,
  • Offers real-time fund-raising results,
  • Promote mobile fund-raising efforts,
  • Suggested Twitter accounts to follow,
  • Tips on how to best use Twitter to support a specific cause,
  • and more.

It’ll be interesting to see how this space evolves–how Twitter will choose what to highlight and how nonprofits react. In a way, it reminds me of BlogCatalog’s “BloggersUnite” initiative. For those wanting to be featured, Twitter refers you to its case studies to learn best practices. To be officially considered for what Twitter is calling its “Twitter for Good” program, they provide a contact form.

What are your thoughts–how should Twitter use its leverage for good?

Quote of the Week: Breaking Habits

This week’s quote encourages us to break habits (our habits) to change the world. It’s poignant, direct and action oriented. Coming from Franke James, author of “The Real Poop on Social Change” and active changeblogger:

As social marketeers, we are often focused on working to change others’ behavior. But, when we look in our own mirror, what behaviors do we as individuals need to change to live healthier lives–and build healthier communities?

James talks about how she broke her 30-year habit: ending the subscription to new newspapers. Why? Because it got to a point where she was recycling 13 newspapers a week–and she was tired of it and thought there had to be a better way. Thus, she entered the world of being an online news reader–and created a new habit.

From changing her habits, James identified six benefits–from reducing waste to saving money. These benefits inspired her to find more ways to make changes. So, now, it’s your turn: What habits could you change to help the world? (Or, what new ones could you form to make a difference?)

Six Words to Make Ideas Scale

ScaleIdeas are born everyday–big ideas, little ideas, ideas born from one person and ideas born through thought and application. What makes one idea stand out from another and what makes the idea stick, gain traction and create a movement? Here are six words to help make ideas scale:

1.  Fire: Someone recently offered me some good advice. The said the key to “success” was to always know your end goal. The more you fuel this goal, the more you’ll believe in it and the more you’ll believe in yourself. A blogger I truly admire has been chewing on this lately, and you may relate–I know I did. For me, it’s not just a case of knowing my end goal, but knowing why that’s my end goal. To me, the why over rides the what and is what will drive success. We all have goals–but why do you have them? That is the tougher question, and that is what will get you through the droughts.

2.  Simplify: Life is complicated enough–people don’t need more complication. Identify ideas that simplify tasks (without the use of a 30-slide power point to explain it). Identify ideas that are focused. Here’s a sign that you have overcomplicated your idea: You experience paralysis by analysis. This is a problem for tenant number 2–because it stops you from executing.

3.  Stop: We’ve heard of growing pains. There will come times that you may need to stop. This could mean that you need to simplify the juggling act. Or, it may mean that you stop a product line or stop the way you do something and find a new way. It could mean that you need to stop starting new ideas–and re-focus back on the original idea. As, if we keep starting new ideas all the time–then we aren’t committing to what our end goal is and are spreading the fire too thin.

4.  Execution: My mom always told me, “Don’t try. Do.” Take two seconds and reflect on what you’ve been doing and what you want to be doing. Do you see how much “trying” sneaks up on us? Chris Brogan recently wrote about this in his e-newsletter as well. For those that want to do, we need to eliminate try. Those that make ideas become realizations, just do it. There might be success and there may be failure. But they did it. They learned, and they keep on doing.

5.  Build: There are an infinite number of ideas right? Well, there are perhaps just as many people coming up with those ideas. You see–lots of people are “ideas people.” Everyone seems to have the next big idea or the next big thing. Repeat this to yourself: Being an ideas person does not make you different and will not bring success. If anything, this means you need to connect with more builders. Builders are people that have vision while also being able to plan and make it happen. Builders are the people that fill in the gaps, aren’t afraid of getting messy, and are resourceful.

6.  Contagious: Be contagious–in your thinking, speaking, doing and giving. It’s important to note that being contagious happens naturally–it’s not forced. You and your idea can also be contagious without you knowing it–at any time of the day. So be on the lookout for opportunity, for fellow builders, and fuel for the fire, you never know what might happen. As Seth Godin says, “Great ideas aren’t anointed, they spread through a groundswell of support.”

Bonus Track: These aren’t rules, but they are guidelines. If you like rules, then check out Seth Godin’s post “Rules for Ideas Worth Spreading.” My fav: “Don’t poll your friends. It’s your art, not an election.” Or, check out the book “Made to Stick” to learn some more words to help your ideas spread. Now, go build your fire.

What words help you focus and make ideas scale?

flickr credit: maniwa_pa

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.

Quote of the Week: Removing Barriers

Most of you have never met or read anything from the person with this week’s quote–but she is one of the most insightful people I know and has an authentic, strong, persistent heart for serving others. She is my mom–the woman I call the original SocialButterfly. Allow me the second to thank my family and ancestors.

“Sometimes, we work so hard to change a person. When, what they really need from us, is to help them remove the barriers blocking them from changing themselves.”

I don’t know about you–but what a change in perspective! We often look at the point of behavior and often, we tell people over and over to run, not to smoke, eat healthy, get tested for STDs and everything else under the sun. Even–come out with us on a Friday night or meet me for breakfast in the morning. We want people to make choices, decisions.

But how often, do we look at people and find the boulders in their life? And how often are we helping to lift those boulders rather than tell them of the great valley that lives on the other side? Do we see their needs? Are we listening? For example, how can someone take a walk–if they don’t have sidewalks? Instead of wanting them and telling them to start walking, what if we helped them build a sidewalk? Or, instead of telling someone to eat healthier, teaching them how to grow and cook good foods. Or, making certain foods more affordable. Or, listening to their trials and tribulations, so they can feel cared for and loved and empowered to make healthy decisions.

Just a thought passed on from my mom. Did I mention she’s pretty great?  😉

flickr credit: Okinawa Soba

The Social Round-Up

You all seemed to like this last time, so here we go again. I want to make sure I provide the best links for you–links that I feel deserve your time and attention. So, this won’t be every week. It may be every other week…or every month.

Onward.

******

Social Change

  • Stories of Change–20/20 Predictions: For Ashoka.org’s third Stories of Change eBook series, Ashoka asked its social entrepreneurs to think about what the world would look like in 2020. And to follow-up that question, Ashoka asked them what each would do in the next year to move us closer to their vision.
  • A Wiki of Experts: The WeAreMedia project put together this “Expertise Map,” offering a long list of people who are passionate about doing good. If you are looking to connect with good people, this could be a good starting point.
  • The Other City: This film sets out to explore DC–the other side of DC, the side with an HIV/AIDS rate equal to Africa. If you are in DC, be on the lookout as I’m thinking we should get a group together to go to the screening once its announced.

Social Marketing

  • The Dragons of Behavior Change: If you read my “Awareness Fever” post, then you will want to read Craig Lefebvre’s follow-up post. In this post, Craig takes the conversation to the next level. Say, everyone around the table agrees to focus not on awareness–but on behavior outcomes, then what? Enter the land of the dragons. You are going to need to prepped with the right tools, resources and questions to ask. Craig’s post can help get you started on the right foot for the journey.
  • Healthy People and Social Marketing: Mike Newton-Ward share with us the update regarding adding a social marketing objectives to Healthy People 2020 saying, “This is proving to be quite the year for social marketing! Just today I learned that social marketing is in the preliminary Healthy People 2020 Health Objectives for the nation!” This is a big step for social marketing. BIG.
  • MINDSPACE: Influencing Behavior through Public Policy: This document comes out of the UK’s Cabinet Office and the Institute for Government. The fact that this type of report was even written–let alone by such two high profile organizations gives me great hope. The document aims to use behavior change theory to move policy makers to better address some of our worlds greatest problems. The document’s announcement includes the words: “Today’s policy makers are in the business of influencing behavior.” If only more people not only realized that–but were equipped with the rights tools–social marketing–to make an impact. Caveat:  I just found the resource and printed it out for myself, so I can’t yet speak to it in its entirety–but a huge thanks to Craig for his post that brought this resource to my attention.
  • Journal of Social Marketing: Until now, the only social marketing journal was the Social Marketing Quarterly. In 2011, this will no longer be true as the first issue of the Journal of Social Marketing will be published. Currently, the journal is recruiting work for publication.

Social Media and Communications

  • Twitter Your Own Adventure: Remember those “Choose Your Own Adventure” books? Welcome to the Twitter edition. I share this because as the use of social media becomes more sophisticated–storytelling is becoming ever more crucial. How can you be creative in how you tell a story?
  • Open for Business–The Google Apps Marketplace: With over 2M businesses having used Google applications over the last three years, Google has recently announced its Google Apps Marketplace. The marketplate is a “new online store for integrated business applications. The Google Apps Marketplace allows Google Apps customers to easily discover, deploy and manage cloud applications that integrate with Google Apps.” Already, more than 50 companies are now selling their business applications within the marketplace. This is a big development that we will be sure to watch as App stores similiar to Apple’s and Apps.gov continue to emerge and evolve.
  • 10 Steps for Optimizing the Brand for Social Search: Brian Solis provides a jam-packed post full of helpful information and next steps.
  • Top 10 Best Practices for Federal Government Web Sites from USA.gov: Whether you are a newbie or a veteran, this site offers something for everyone. If not this Web page, all of Webcontent.gov is a great resource and helpful guide.

What about you? What good info have you read lately? Please provide the link in the comments so we can all check it out. Also–if you’re in love with your Google Reader like me, here’s my public profile. Let’s connect.

flickr credit: Benimoto

Quote of the Week: Failure Happens (and One Way to Avoid It)

This is not a boggy-too sad to read post. This post is about failure, yes, but it’s also about what can be learned from it. This week’s quote comes from Sarah Ragsdale over at the Walking the Path blog:

“Failure happens.”

However, Sarah doesn’t mope and pity in the eye of failure–instead she offers insights into why failure happens based on the text Marketing in Public Health. Sarah reviews four types of common failures when it comes to communications interventions:

  1. Strategy failures occur when external barriers exist in the community that cannot be overcome by communication messages. For example, a condom usage campaign may be very effective in raising awareness, but if condoms are not available in the community, the campaign is moot.
  2. Execution failures are the result of poorly constructed messaging or targeting the wrong audience. We must always remember to do our homework and study our audiences.
  3. Measurement failures happen when we planned the communication strategy appropriately and delivered it well, but we had a poor evaluation strategy.
  4. Expectation failure results from overestimating the campaign’s impact in the community. Change occurred but not to the level stakeholder’s expected.

I would like to call your attention to reason number 3–measurement and evaluation. Why? Because this can be one of the easiest to avoid and is also one of the most important elements in any social marketing campaign. Think about a project that you are currently working on–do you have an evaluation strategy for your communications? If not, some resources you may find helpful are provided below:

If you do have an evaluation strategy, I want to also challenge you and ask you two questions: What are you evaluating and why are evaluating it? Often, by asking these questions, you can avoid some of the other failure pit stops that Sarah mentioned. I know our team internally are asking ourselves these very questions on some great projects we are brewing up–and I look forward to continued thoughts from the team and from you. Because when it comes to “success” in social marketing, my head automatically thinks of desired behaviors, behavioral objectives and behavioral outcomes–what does your mind think of?

flickr credit: fireflythegreat

Behind the Scenes of NBC’s Parenthood Project

In the midst of reflecting on Pepsi Refresh, Disney and other CSR efforts, I received an email about another project with a social message–NBC’s Parenthood Project that worked in conjunction with the Boys and Girls Club. Curious–I responded to the email asking if I could interview someone behind the campaign to learn about the inter-workings of business doing good.

Enter Cathy Goldman, NBC Vice President, Promotion & Brand Management. Cathy was kind enough to answer my questions. And while NBC didn’t answer all my questions, I find the answers fascinating. What I take away from both the Web site and Cathy’s answers is how integrated each facet of the project is–from the TV series, to leveraging social media through video, photos and text, to the universal concept of parenthood–all the way to identifying a non-profit that has a strong family strengthening initiative–it’s smart. Read for yourself and share your thoughts below:

SB:  Where did the idea for the Parenthood Project originate and how did it evolve?

CG:  Using our campaign strategy as inspiration, we wanted to give viewers an opportunity to participate in the dialogue that we began about what parenthood means to them. Considering this very relate-able topic, we thought tying in a charity component would resonate strongly not only with consumers but with talent. The talent participation has exceeded our expectations as they were all willing to share in the cause.

SB:  What are the goals of the Parenthood Project–What is NBC hoping to achieve?

CG:  There were a few goals, including: to elevate the conversation on what parenthood means; establish a dialogue with our viewers to make them feel involved with this highly relate-able topic; raise funds for a valuable charity that closely aligns with the show content, and tap into our talent to raise this topic into cultural relevance.

SB:  How did the Boys and Girls Club get involved?

CG:  We wanted to partner with a charity that had a national footprint, and after doing some research, we found that The Boys and Girls Club had a powerful family program (Family Strengthening Initiative) that provides viable resources for families

SB:  How did you decide to involve people through social media–and how did you choose which social media to include?

CG:  In all of our marketing communications, we look for ways to utilize and leverage social media tools. Since the main underpinnings of social media are meant to break down walls between people and their circle of friends and influencers, we concluded it was an important tactic that would elevate and amplify the messaging of this important project.

SB:  More and more, we’re seeing an increase in social media for social good–especially in the arena of corporate social responsibility. Why do you think that is? How can we continue to improve upon past success?

CG:  The heart of social media is the idea that people have their own online communities–and what better way to maximize those new connections for people than to incorporate a pro-social message.