Tag Archives: conference

Nuggets of Social Change–Round 2

Perhaps it’s the time of year, but has anyone else noticed that more people are churning out more good content? Many different items I come across deserve its own post, however, then it’s on to the next good nugget I find. Thus, I’m going to do these round-ups every once and awhile as I don’t want you to miss out on all the good information.

  • Have a cause or issue that you’re passionate about? If so, you will love this article by Michael Silberman on the Huffington Post. In it, Michael shares lessons learned when it comes to digital organizing from the 350 days movement–what he terms the “most widespread day of political action in history.” I personally like how Michael emphasizes the importance of mission over technology, and how he creatively shows the importance of creative storytelling by effectively telling the 350 days story to us.
  • Are you or your clients curious about the latest and great in customer relationship management models? Web Strategist Jeremiah Owyang recently wrote up an in-depth post that gives an overview of 31 different CRM companies that are worth a look through.
  • Recently, I touched upon how online contests and competitions were growing in popularity–seems it’s still growing. Pepsi recently announced that they were going to fore go Superbowl ads, and instead, create a micro-site slash giving competition called the “Pepsi Refresh Project.” Beth Kanter shared her thoughts about Pepsi’s move following the Chase Bank fund-raising issue as well.
  • Twitter is the Oxford Dictionary’s 2009 Word of the Year. However, another contender could have been the word innovation. Look at Time Magazine’s list of the “Top 50 Inventions of 2009”. Or, check out Popular Mechanics list of “The Best 50 Inventions in the Past 50 Years.” (Guess Santa isn’t the only one making his list and checking it twice this time of year.)
  • Social marketeers: Are you looking to connect with colleagues? Try one of these three upcoming social marketing conferences summed up nicely by Craig Lefebvre. A conference of sorts that I also look forward to debuting is BIBA, presented by Peter Corbett’s iStrategy Labs. BIBA looks to gather big minds with big ideas to make big actions.
  • Because it’s worth mentioning again, did you get a chance to read Philip Kotler’s and Nancy Lee’s article in Stanford’s Innovation Review about Corporate Social Marketing?

A Social Shout-out

Not only are good news items coming up, but I’ve also expanded my RSS reader with some blogs I encourage you to get to know:

Social Herder: If you don’t know Will Robinson, you might want to. Will writes on all things social entrepreneurship, non-profits and general do-goodery. You can catch Will at his blog, on Twitter, or at his current gig with Ogilvy PR.

Justice for All: If you are interested in a mash-up of human rights, social enterprise, democracy and law, then you’ll appreciate the enthusiasm of Northwestern senior Akhila Koliset. Not only do I share an interest in advocating human rights with Akhila, but I continue to be inspired by her passion and the voice with which she writes. You can tell she loves to be inspired as much as she is inspiring–just check out her reading list!

What We Give: You’ve probably heard of this one, but if not, you should. Larry Blumenthal is the director of social media strategy at the Robert Wood Johnson Foundation, and adds much value back to the marketplace through both his blog and on his Twitter stream where he talks about how social media is changing philanthropy.

What about you? Any newly discovered blogs or colleagues you’d like to give a social shout-out to?

PS: Often, these “nuggets” are shared sooner through my Twitter account. If you’re on Twitter, let’s connect @socialbttrfly.

World Social Marketing Conference Recap 2: Picture This

Finally…a picture-based recap on the events from the World Social Marketing Conference, which took place in Brighton, England on September 29-30.

NOTE: PDFs and audio of all keynote presentations are available here.

<– Prof. Stephen Dann was the conference’s Twitter King, providing live coverage of the conference through @WSMC08, and #WSMC08.

Prof. Alan Andreasen gave a closing and optimistic keynote address about the future of social marketing. –>

<– Bill Smith, of AED, discusses the journal Social Marketing Quarterly, calling for more concentration towards social marketing products and services.

This quote was presented by England’s National Social Marketing Centre’s director, Jeff French, who calls all social marketers to unite together and learn from each other in moving the field forward. –>

<– Philip Kotler opened the conference with a keynote about poverty, and how we can apply social marketing to poverty to increase effectiveness and positive change.

Jeff Jordan, M.A., President and Founder of Rescue Social Change, presented his research about Social Branding (which he trademarked), along with 2 case studies about how to use social norming to influence behavior for high-risk adolescents. –>

<– The Purpose Driven Campaign – my master’s thesis that I presented during the poster session! (I also created SocialButterfly, Fly4Change.com pens that were quite popular. =)

Craig Lefebvre, presented an exciting presentation where he “dropped the gauntlet,” and presented the challenge for social marketers to walk the walk, as well as talk the talk when it comes to creating an international social marketing association. Lefebvre announced that he alone has raised a quarter of a million dollars for the project! –>

Other Highlights included:

  • NIOSH presented add some ‘flavoring’ to the conference by presenting their case study on a social marketing program to improve the safety of butter flavoring employees.
  • Ogilvy PR presented their fascinating Pandemic Flu case study.
  • Porter Novelli and CDC presented their case study on HIV testing.
  • Nancy Lee outlined 4 examples of how social marketing can offer products and services.
  • RT Hon. Alan Milbourne, MP, discussed how the world of social marketing and public policy relate.
  • Bob Marshall presented findings from studying the NSMC and from his recent survey about creating a new social marketing association for the States. This is part of an on-going discussion that can be followed here, USSocialMarketingPlan.
  • Ronne Ostby-Malling of AED presented her preliminary research about the behavior of online social network behavior among adolescents versus their behavior in real-life.

The Purpose Driven Campaign: Social Marketing as the Possible Link Between Journalism and Advertising

After reflecting from the World Social Marketing Conference (which I promise updates eventually) and reading Craig Lefebvre’s recent post “Social Marketing: Hard Power and Soft Power in Social Change,” I want to finally share some tidbits from my thesis paper that I presented as a poster session at the conference. As, I think it rounds out and puts a lot of themes together as I studied: the elusive concept of influence.

Abstract: This research project looks at the concept of influence within social marketing as compared to journalism and advertising. This includes examining these professions’ definitions, ethics, standards, and agenda-setting capabilities. Through in-depth interviews, a further understanding of how these three practices relate within the gray matter of the media landscape is pioneered, as well as better defining the role and influence of social marketing.

Excerpt:

The Question of Influence

While the Information Age leaps into the Connected Age, the power of a free press is offered daily to start-up bloggers. Newspapers are downsizing. Amateurism is becoming the new professionalism. Online media producers replace today’s broadcast directors; all making the gray shades of influence between the information and its consumers a thunderstorm waiting to happen. Social marketing is in the business of change, whether it is behavioral change or attitude change, social marketing can also be described as the field for social change. But, how? In today’s world, who holds more influence to create these changes, a journalist, advertiser or a social marketer? How can one tell the difference? Is there a difference? And, do the professions work together? Could they? Should they? This research hopes to add to the discussion on the evolving definition and role of social marketing, using agenda-setting relationships to examine its influence and attempt to determine its position between advertising and journalism in the media landscape.

Literature Review

It is 1961. A time when questions were raised and hope diminishing as borders became gray and a rise of an international community emerged. Two Portuguese students were imprisoned for declaring a public toast towards their dream, rooted in an idea – freedom. Having their freedom stolen from them for displaying a human right of expression, a newspaper article was written, and with it, a movement spurred. This movement would form Amnesty International (www.amnesty.org). Social change is possible, and it begins with an idea. Social marketing is an increasing movement currently being expanded because of its foundation in ideas about positive change for the welfare of the public.

Though specific definitions differ, social marketing achieves social change objectives by applying the marketing mix of product, place, promotion and price. Currently, social marketing is used mostly in public health communications and is expanding in the realms of environmentalism, civil rights, urban renewal, public service and raising awareness of international issues.

Conclusion: The conclusion of course I can’t share here, but it involves what I found consistent between journalism and advertising, but interestingly, the field of public policy was drawn into the mix through the research as well.

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Live from the World Social Marketing Conference: Recap 1

Awestruck, inspred, and amazed, I am reporting live from the World Social Marketing Conference here in Brighton, England. There are so many great and brillant minds present here with over 700+ delegates from across the globe.

We have journalists, policy makers, psychologists, gurus, non-profiteers, communication firms, academics, new media techs, international developers, champions for the environment, public health professionals, humanity, researchers, consultants, publishers and many more from across sectors.

Delegates represent South Africa, India, the U.S., England, Portugal, China, Australia, Bangladesh, Slovenia, New Zealand, Senegal in West Africa, Wales, Scotland and many more!

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To follow conference updates, Dr. Stephen Dann is commanding the Twittering front @WSMC, and you can following using Twitter Search #WSMC08. Also, presentations and pictures may be gathering on Flickr and Slideshare down the line. I look forward to a posting full of pictures later myself, but here are some great recaps thus far (though, literally, I could post on each one individually!)

Craig Lefebvre: In his keynote, Lefebvre (who I finally got the wonderful opportunity to connect with), brought us social marketers into the danger zone and challenged us, as a global community to form a social marketing global platform. I won’t do Lefebvre’s vision for the field justice in this space, but Lefebvre is laboring tirelessly to rally support for an international professional network, that would be inclusive of those in social marketing, environment issues, public health, business thought leaders, psychologists, economists, marketers, social entreprenuers and more! It could/would involve a case study database, a journal, educational development and shared experiences for all: thus highlighting the variety of roles us social marketers, can, do and should have in the social change sector. Currently, Lefebvre has raised a quarter of a million dollars to support this organization and asks: What will you do?

Philip Kotler: A guru favorite for many conference delegates, Kotler laid out his most recent work on the subject of poverty. Kotler and colleague Nancy Lee, in their next book, apply social marketing to the problem of poverty. Within the presentation, Kotler identified four main methods currently being used to reduce poverty:

  1. Economic Growth Strategy
  2. Redistribution Strategy
  3. Massive Foreign Aide
  4. Population Control

In this book, Kotler and Lee lay out a 10-step process for demystifying the poverty problem while providing resaons why it is all of ours problem. Looking at the World Bank and The U.N.’s Millenium goals, and the approachng deadline for results, this application is most needed.

Nancy Lee: In a wonderfully graceful way, Lee provided four clear examples on how social marketing utilizing all four of the 4Ps – product, price, place, promotion. Lee concluded that her state, Washington, hopes to become a role-model to gain the attention of those in Washington D.C. and further establish social marketing as a working strategy and field. My favorite part of her presentation was her exclamation that social marketing must become a required course. I highly agree, and ask: What is one way, us in the trenches, can make social marketing a required course? My answer: ask for it. Students, and those interested in social and behavior change: investigate social marketing. Ask about it. Reach out. Demand it.

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These are my first three updates, and the computer area is closing, so thus, I must close. More to come in following days!

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