Nedra is a social marketing consultant, author and speaker who works with nonprofits and government agencies for positive health and social change using social media, transmedia storytelling and entertainment education approaches at Weinreich Communications.Email me
Sixty-eight percent of American adults, or about 137 million people, use the internet, up from 63% one year ago. Thirty-two percent of American adults, or about 65 million people, do not go online, and it is not always by choice. Certain groups continue to lag in their internet adoption. For example:
Last week in Davos, Switzerland, the U2 frontman and anti-poverty activist used the occasion of the World Economic Forum, an annual gathering of the global business and political elite, to announce a remarkable new product line. The Gap, Converse, Giorgio Armani and American Express have agreed to offer products under the Red brand, with a share of the proceeds going to the Global Fund to Fight AIDS, Tuberculosis and Malaria.Certainly it's easier for someone like Bono to convince major companies to come on board with a venture like this. But think about whether you might be able to team up with a local business or smaller-scale company to spread your message through the products they sell. Be creative and show the company how they will benefit by being part of your campaign.
Red products will include shoes, T-shirts, sunglasses and credit cards — and yes, most will be red (although apparently some of the gear will be available in other colors).
As Bono asked last week: If you're trying to decide between two pairs of jeans, and buying one could help save somebody's life, while buying the other wouldn't, which would you choose?
Marketing is a funnel. You put undifferentiated prospects into the top. Some of them hop out, unimpressed with what you have to offer. Others learn about you and your organization, hear from their peers, compare offerings, and eventually come out the bottom, as patrons, converts and supporters. If you’re like most marketers, you’ve been spending a lot of time trying to shovel more and more attention into the top of the funnel. After all, if you can expose your idea to enough people, you can afford to buy more attention, to run more ads, to put more people into the top. As we’ve seen, though, the amount of time and money you need to keep that funnel filled can explode your budget pretty quickly...Seth suggests getting your supporters involved in a way that promotes peer-to-peer communications using some of the Web 2.0 sites like del.icio.us, flickr and his own Squidoo.
Here’s a different idea: What if we flip the funnel and turn it into a megaphone? What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people—your friends and prospects and customers who are willing to do this—your fan club. A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.
iWorkout - iPod + iTunes
With iWorkout, your iPod is given 42 different workout routines made by an ACE Certified Personal Trainer. The iPod-based workout routines include illustrations viewable on all new iPods. All workouts can also be spoken to you on your iPod.
Cannabis almost doubles the risk of fatal car crashes, according to a new study, though smoking the drug is still far less risky than drunk-driving, the researchers say. Stoned drivers were almost twice as likely to be involved in a fatal car crashes than abstemious drivers, according to a study of 10,748 fatal car crashes in France between 2001 and 2003. More than half of the drivers in the study themselves died as a result of their accidents and all the subjects were tested for drug and alcohol use after crashing.But hey, gotta sell some tacos.
The British government spots strike some observers in the U.K. as excessively nannyish. Some question why the government is spending so much money to steer behavior on so many issues.It sounds like perhaps they need to "market" social marketing, though the article's author does not say exactly who is reacting this way. Perhaps this initiative by the U.K. Department of Health and National Consumer Council to create a national social marketing strategy will help with addressing those issues. When done right, social marketing should never be perceived as nagging.
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