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
On May 30-31st in San Jose, CA the NetSquared Conference will convene early adopters, technologists, corporations, philanthropists, and nonprofit and non-governmental leaders to discuss and take concrete steps towards using social web tools like blogging, vlogging, tagging and podcasting for social change.The remote conference (live chat with speakers from the conference) has a couple of potentially interesting sessions for health-oriented social marketers including:
You can participate in the conference remotely in 3 ways:
1. Participate in the NetSquared chatroom where speakers like Mike Linksvayer of Creative Commons, Scott Heiferman of Meetup.com and Robyn Deupree of Bloglines will be sharing info. and answering questions.
2. Chat it up in the Conference Hallway chat room. We're using Gabbly.com for both chats which is super easy and user-friendly.
3. Post a question to be asked at a conference session, or write a blog post to start the conversation online. Just peruse the conference sessions (link below) and click on a theme and session topic that interests you. At the bottom of the session description you can add your question or blog post.
Also, we will have folks recording the conference for you on our
and vlog: http://www.netsquared.org/tags/vlog/
so you don't have to miss a moment!
For more information contact firstname.lastname@example.org
Disaster . . . it can happen anywhere,
But we've got a few tips, so you can be prepared
For floods, tornadoes, or even a 'quake,
You've got to be ready - so your heart don't break.
Disaster prep is your responsibility
And mitigation is important to our agency.
People helping people is what we do
And FEMA is there to help see you through
When disaster strikes, we are at our best
But we're ready all the time, 'cause disasters don't rest.
Assume a cost of $3.00 per calendar. For every 100 calendars sent to a client:
An estimated 50% of the calendars will be hung up on the end-users' wall.
A calendar is viewed five times per day per person.
A calendar is viewed by 1.5 persons per day.
A calendar is hung in an office open 5 days per week,
50 weeks per year.
I'll the math, if you don't mind.
100 X .5 X 5 X 1.5 X 5 X 50 = 93,750
If you would allow me a +/- 10% variance, the campaign could have 100,000 impressions for $300. (Marketers always round up.) Or .003 cents per impression. Cost would be a penny for three viewings. Cheap eyeballs.
Calendars have the potential for both raising awareness and reinforcing those daily behaviors that we're often trying to promote in social marketing. With attractive graphics portraying your issue each month (or why not one of those chunky daily calendars?), you can portray the benefits of adopting your healthy or socially beneficial behaviors. You can provide monthly or daily tips to keep your audience motivated, help them remember to do what they are supposed to do, or help them think about the issue in a new way. Even if they get so used to seeing the calendar that they start tuning it out, they will get a new infusion of your message when they have to turn the page each month. And when they are ready to take action, they'll know exactly where to find your organization's contact information. A client of mine combined their annual report with a 12-month calendar that started from the back page of the publication, killing the proverbial two birds (which is ironic given that they are an environmental organization!). Now's the time to start thinking about how you will get your message out in 2007 -- start collecting ideas, tips and days/weeks/months on which relevant observances are held (e.g., May is Asthma & Allergy Awareness Month, this is Schizophrenia Awareness Week, and Thursday May 25 will be National Missing Children's Day).
So, given that this is something that social marketers should pay attention to, how do we make sure we do it well? And how do we avoid the unintended consequences such as reducing the amount of physical activity people get when they play these games? I always had mixed feelings about the video games at the Verb campaign's website, which has as its goal encouraging kids to get outside and play (and which is sponsoring print ads that say "Give your thumbs a rest. Play for real.").
Videogames are increasingly ubiquitous. More than half of all Americans play them and for college students it's more than 70%. Games have surpassed Hollywood box office revenues for the third year in a row. Last year's figures: games' $10B to Hollywood's $9.4B. And as this technology matures, there is a new trend emerging: harnessing the power of this popular medium for more "serious purposes". Fighting poverty. Educating and inspiring young cancer patients. Training protesters in peaceful resistance to oppressive regimes. Fostering leadership skills in inner city youth. Exploring the tricky terrain between civil rights and airport security. Treating debilitating childhood diabetes. Understanding the human rights crisis in Darfur. The list goes on.
How can organizations use games?
- win the hearts and minds of their constituents
- promote awareness
- educate their audience
- and even directly provide services
Digital video games provide a platform that is highly engaging, challenging, empowering and educational by nature.
The Magic "T" of Marketing is really simple to understand and use. Basically you leverage the mainstream media world for what it's best for - big reach. And you use new media to develop a deep level of engagement by conversing with a very narrow slice of your audience. This taps into two big marketing needs - reach and engagement.An astute commenter noted that the "T" should ideally turn into an "I" because by reaching deep to evangelists, they will spread the word at the bottom to their own constituencies.
Bulletin boards are a great way to forge close, vibrant virtual communities of people who share common medical conditions or healthcare-related interests. Blogs are an ideal means of educating readers, shaping dialogue and aggregating diverse commentary on a range of topics.In the rush to take advantage of new media technologies, don't forget the oldies but goodies like bulletin boards that have been around since the Internet was nothing but a bunch of BBSes.
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