During one of those moments–you know, the times where you feel like everything is coming at you from all directions and you’re just not sure how you’re going to make it all work–I reached out to my friend Qui, who simply said: “Keep the main thing, the main thing.” Seven simple words that got my head to the ground working, only this time, I was healthier, happier and more productive.
Thus, I want to recognize some colleagues that I know have worked hard this past year to keep the main, the main thing.
Main Thing Keepers
Your turn. Who do you know that is keeping the main thing, the main thing? And better yet, how are they doing it?
]]>This post grabbed the attention of friend and respected colleague Geoff Livingston, including his colleagues at ChildFund International who, at the time, were in the midst of such a campaign. Graciously, through conversations via email and Twitter, Geoff and I agreed that it’d be great to have ChildFund International share its experience and thoughts as they develop @ChildFund on Twitter, and establish their rejuvenated brand online. Therefore, I invite you to hear from David Hylton (pictured below), the voice behind @ChildFund’s Twitter, in the following interview. Geoff contributed some insights as well.
Alex: What are past Twitter-Follow initiatives that changemakers might look-up to gain insights about how to conduct their own strategy?
Geoff: The one we looked at for @ChildFund was the UNEP tree for a follow campaign. We thought that it was a great strategy to incentivize followers. With that campaign, we (UNEP) had set an ambitious end goal of 10,000 followers, which in retrospect, we think was not realistic given the re-branding of UNEP, our lack of a community manager, and that we were national.
Further, we wanted to give folks something to 1) strive for and 2) to report back to them on so they can see the program in action. So, with UNEP, it was to get us 10k followers. For @ChildFund, we wanted to raise our visibility because as part of our strategy, we had a new name, and we wanted people to know about us and that if they followed us, we would show them specifically what we’re doing with the gifts donated by a donor, especially for Twitter followers. It’s a commitment.
Alex: Using @ChildFund’s latest Twitter strategy as an example, what were your initial objectives and how did the use of Twitter help you meet them?
David: Our primary goal is to 1) launch the ChildFund brand on the Internet and 2) drive awareness of our activity among new stakeholders. We think we’re successfully doing that. Keep in mind that in addition to the opt-in follower,s tens of thousands of people are seeing the ChildFund International brand online.
3) In addition, the changeblogger space has noted that we are online. This was also a critical aspect of our effort. We see other nonprofit bloggers as vital community members that we want to develop relationships with, and we hope we can help some of them in their efforts, too. So from that standpoint, it’s been a successful effort.
4) Lastly, but not the least, we want to develop an international community of people online that care about the well-being (I know it’s not much different, but as part of our new brand, we must be positive) of children. This is the beginning, and really, people are giving us an opportunity to start a conversation with them, but have not yet necessarily committed to that community. We hope to be worthwhile additions to their Twitter experience and to evolve that experience into something more meaningful and rewarding.
Alex: How did @ChildFund go about promoting its Twitter-follow initiative?
David: We hired CRT/Tananka to develop the strategy, and then used Geoff Livingston to be an initial voice for us. Given a very limited budget, we thought getting someone who was established with an existing community, and some experience dealing with bloggers was the best way to go. And Geoff did a lot with a very limited amount of time and resources available to him.
Alex: We know it’s only been a few days, but what are some initial results of the @ChildFund campaign on Twitter? Overall?
David: We’ll probably have helped out six or seven African communities and their children by week’s end. By the end of the campaign we expect it will be in the neighborhood of ten communities. That in itself is great. We want to be up front that the items will be mailed at the end of the campaign. And once the items are received, we’re going to post about how the items impact the recipients lives. We want you to see how the money is used and how just a little goes a long way. More importantly, is the new community members we are developing, all the awareness of the new mission and brand name and ChildFund’s work with children. Plus, people will get to see our work in action AND participate even further as other elements of our social media effort continues, including the hire of our community manager. This was exactly the right start to something we see as an ongoing activity.
Alex: In my initial post, I listed “7 Tips” for changemakers to consider if they want to create their own Twitter-follow strategy for their organization. I recognize different organizations have different needs, roadblocks, etc., but what additional tips might you recommend others consider?
David: The seventh follow-up tip is critical. We’re not just trying to get a number count for Twitter followers, we’re trying to build something – a relationship. In that regard, we have a long-term plan in mind.
The other thing we’d add is to put a real voice behind the Twitter account. Who wants to follow someone and the only communication they receive is asks for donations and links? Even organizations have people working for them. Make sure a real person is working there and that they can interact with their followers freely.
And for those who are following and supporting us as sponsors or donors and decide they want to engage further with others, we’ve created a section on the ChildFund Web site that provides that opportunity.
Alex: Twitter is Twitter. How can changemakers increase awareness of their efforts outside of Twitter?
David: One of the things you’ll notice is that we’ll start referring to our blog, or our Facebook page, or videos to report back to the community. Real stakeholders who care about us will want more information and have deeper dialogue. That’s where the real social media effort begins, and we look forward to having those conversations with our core stakeholders. And from there, they can get even further involved if they choose to.
The key is if “they choose to.” By providing opportunities to opt in and permission to engage further via links to other media, a true relationship is forged. And that’s how you get beyond 140 characters.
Alex: Thank you David and ChildFund for your willingness to share with us fellow changemakers. I wish you the best in your endeavours and will be sure to stay posted as I can see just from a quick scan of the new Web site (ps-I highly recommend checking it out based on design alone) that you have many more great initiatives, stories and real change programs in the works. Props to Geoff as well for coordinating and recommending such a great idea!
]]>People like Amy Sample Ward, Britt Bravo, Geoff Livingston, Nancy Schwartz, Stacey Monk and others. And yesterday, my own post from last October on the “Cool Factor About Mobile” was also cross-posted on Beth’s blog. To me, this experiment has blossomed with success. It’s added color to our blogosphere, raised voices and increased the camaraderie of the folks in this space.
So, thank you Beth Kanter, not only for the opportunity to share in your space, but also for trying out this guest posting experiment. Look forward to your shared insights and revelations this series has generated (*Tip: If you haven’t checked out Beth’s blog yet, I highly encourage it.)
What do you think? What are your thoughts about guest posting? Stay tuned for tomorrow’s “Guest Posting Part Duex” as another guest post experiment is revealed.
flickr credit: LeeLeFever
]]>Many are discovering the joys of social media, and as more people are pushing out their materials, whether opportunists or conversationalists, I feel like there is more and more pushing happening, than actual listening, are better yet, engaging.
3 Points of Evidence
What’s Your Observation?
Okay, I shared with you mine, and some other people’s opinions, what about yours? Do you feel people are still connecting online? Still engaging in that personal, authentic and communal spirit?
flickr photo credit: Orange_Beard
]]>Conversation: What ingredient turns you into the Energizer Bunny? On a more serious note, in the very beginning, when you were with Apple and all, what made you finally let go of the ledge, and follow that first big idea?
2. Rohit Bhargava: Not only does he work for a very well established company at Ogilvy PR, but he doesn’t let himself get comfortable. He seems to always be on the go, expanding his own personal horizons, and living his passions and interests. I feel that, from reading and following his blog, he is in the business because he truly loves it – a rare quality in a marketer.
Conversation: Let’s talk about 1) writing a book 2) publishing a book and 3) a book tour. This year Rohit published Personality Not Included, and in doing so, not only elevated his personal brand, but also expanded his following, further established his name, helped elevate his company, met some cool peeps, seemed to have buckets of fun, and made a mohawk chicken cool in the process. Not an easy task, especially the chicken.
3. Craig Lefebvre: Dr. Lefebrve’s blog has encouraged and inspired me professionally as he writes, researches, practices and pretty much breathes all items social marketing. I am continually learning from him and inspired by his leadership in a field that is working to grow itself and its professionalism.
Conversation: Dr. Lefebvre has a range of experiences in the states, and from what I gather, abroad. Plus, he’s a professor. I am a journalism major; thus, I love asking questions. And professors have loads of information, but they share that information with a learning curve in mind. Not to be flashy. Not to gain attention. But to share….hence open publishing. First item: Where do you envision the field 5, 10, 20 years from now?
4. Geoff Livingston: Geoff seems like an all-around great guy, go-getter, and someone who ‘gets it.’ Not only has he published a book, started a growing company, leads a great team (go Qui and friends), is a recognized leader in the field, is an off-line role model, but he also sincerely wants to do good. This is the apple in the eye of Socialbutterfly readers. Keep that eye on Livingston Communications and the Buzz Bin. They are going to re-define how we do business.
Conversation: Business is still business, but I’ve read on the Buzz Bin that you all have some tricks up your sleeves that you will be rolling out. And, that this could include a social entrepreneur-type set-up. Now, this is a conversation I am all ears (all two of them) about hearing.
5. Beth Kanter: If you are not familiar with Beth, I recommend getting familiar. She is the go-to-guru for all items non-profit tech. A fundraiser, writer, blogger, practioner, speaker and sector role model, Beth continually gives us her best. I follow Beth’s blog like it’s my job. She offers the tips, she begins conversations that need discussing, highlights those in the field, calls us to action and gets us involved.
Conversation: When do you sleep? Do you even sleep? Though she’s posted about her experiences and shares them, there is something to be said about hearing it first hand. This is why I want to hear specifically about Beth’s outreach and work in Cambodia. How, why, when? I’m an avid traveler, and the fiance and I really did consider the Peace Corps vs. real jobs last year, so would love to hear more how Beth has combined her love for social media, non-profits with work abroad.
6. Chris Brogan: If there is anyone’s writing style I love, it’s Chris Brogan’s. He lays it out. Step by step. And, he magically succeeds in being relational, personal, yet professional and educational all at the same time. Not only do I love Brogan’s resourceful blog, but also his helpful e-newsletters, which had a great free e-book about personal branding the other week.
Conversation: About personal branding…(smile), let’s explore that some more shall we? Now, I am probably one of very few, who have yet to see Brogan present, let alone have the honor of a face-to-face conversation. My question would be: how do you manage multiple personal brands? Or, let me re-phrase: multiple personal interests –> online. Another one: what are the biggest mistakes people make with their personal brand online?