Pinterest is highly visual, so any marketing campaigns or swag can be displayed beautifully here and re-pinned by supporters. A nonprofit can create special boards for items with price tags, and links to purchase. And since Pinterest is completely free to use, a…
We wrote an article for the Ad Council’s AdLibbing blog talking about how to use social media to connect with folks who aren’t already using social media as it relates to our work on the EveryoneOn digital literacy campaign. Seems impossible but HelpsGood is doing it right now with the help of some cats.
We’re happy to report that SXSW Interactive and social good are still best buds. In fact, Corporate Social Responsibility (updated to buzzwords like “shared value” and “triple bottom line”) was a big theme.
The CEO of Whole Foods flung about catch phrases like “conscious capitalism.” Bob Garfield talked about how it’s now required for brands to partake in cause marketing to build relationships with consumers (as part of his new book “Can’t Buy Me Like”). Even funny man keynote, Matthew Inman of the Oatmeal, discussed his wildly successful crowdfunding initiatives for the National Wildlife Federation and to build a Tesla museum.
As for visible nonprofit campaigns, you couldn’t miss the 10-foot tall mural of the United States made of trash collected at SXSW by local collage artist Jason Mecier. The collage, sponsored by Keep America Beautiful and Glad, was strategically placed in the highly-trafficked SouthBites food truck plaza. KAB also used the event to launch their new social hub to organize volunteers (www.kabcleanup.org) around their Great American Cleanup. The site encourages you to use #keepamericabeautiful when bragtweeting about how you’re cleaning up your town.
Yet the biggest highlight for HelpsGood was not the TexMex, DeadMau5, Elon Musk or even Al Gore — it was meeting with digitally savvy librarians at the Librarian Meet-Up. We made new friends and planned ahead to ensure the success of our digital marketing efforts for EveryoneOn (Ad Council’s digital literacy campaign).
Proving the popular refrain— SXSW Interactive is all about interacting with people offline.
Great news! The Ad Council’s and USAID’s FWD Campaign was just selected as a Earnies Grand Prix Finalist! HelpsGood developed and executed the social media strategy to raise awareness nationally about the famine, war and drought crisis in the Horn of Africa in 2011.
Voting is now open to the public. Please vote here.
The Earnies recognize the best campaigns from across today’s earned media landscape, that utilized listening, targeting and monitoring to maximize its impact.
HelpsGood just landed a new social media campaign assignment that is perfect for us, being that we’re total Internet and social media geeks and friends of nonprofits.
EveryoneOn is a national campaign powered by Connect2Compete, a national nonprofit organization bringing together leaders from communities, the private sector, and leading foundations with a goal of helping all Americans get access to free digital literacy training. There are a huge list of partners involved including nonprofits like the Ad Council and United Way as well as many for-profit companies including Time Warner, Cox, Charter and more.
In the coming weeks we’re going to be enlisting digital savvy folks to help digital newbies get online, get free computer training and find out how they can improve their lives by getting connected to the Internet.
Another Super Bowl and another list of meaningless Twitter hashtags on the ads. Look at these hashtags to see if you have any idea what brands they belong to: #gethappy #braverywins #nodrama #yourbigidea #wishgranted.
Some hashtags made more sense: #cookiethis #clydesdales and #calvinklein. According to hashtags.org, the more specific hashtags fared better with tens of thousands in use. While the vague hashtags, like #nodrama, got around 350 tweets. What is the conversion rate from the total amount of viewers (over 100 million) to 350 tweets?
Stats like this lead me to the theory that Super Bowl ad hashtags are not meant to be used. I mean if they are, great, but if they aren’t, who cares. It’s more important for hashtags to be on the ad so the agency and brand look like they are in the social TV game. In advertising, perception may be more than half the battle.
If the main goal for the ad hashtag is not use, it takes on a new meaning as part of the branding rather than a throw to your smartphone. They act as a sub tagline stamped with a pop-culture punctuation. In this context, I quite like them.
Here’s why hashtags on ads are not widely used by viewers — ads are conceptual and hashtags are very specific. From what I gather, ads raise awareness, invoke emotions and create desire. Then, the endframe subtly attaches this feeling to a brand. If this job is done well, the conversation will flow. Yes, it’s not all neatly tagged for marketers to track but that is ok. Twitter keyword searches work too.
Social media is chaotic. It’s fragmented, lightening-fast and uncontrollable. Better to watch and listen so that you can contribute great real-time content (for example, the Oreo “dunk in the dark,” image). This was a good reaction rather than a prescribed path, and that is social.
Wishing you a bountiful 2013!
- The Ad Council
- Smokey Bear
- United Way
- AT&T’s It Can Wait anti-texting and driving campaign
- Whole Foods’ Love Local indie farmer-focused campaign
- Save the Children’s Every Beat Matters campaign to support frontline health workers around the world
- Starlight Children’s Foundation
- The Million Puppet March to support public broadcasting, and
- The Million Kids March to support gun control reform
This is a great PSA and may be one of the most effective ones ever based on the number of social shares alone. It addresses a serious issue - safety - in a fun and spot on way for Australian Metro.
Dumb Ways to Die:The weirdest ad I’ve ever seen
We’ve got his back. Forward.
In the Presidential Debates last night Mitt Romney mentioned Big Bird. In the ensuing nanoseconds, multiple twitter handles emerged including BigBird and FiredBigBird. Well now there is an effort to get a Million Puppet March on Washington DC on 11/3 to show support for Big Bird, puppets and PBS. Shows how social media has dramatically changed the political landscape and can create a social movement. Puppet Power!
If you’ve been following football and the latest from the Ravens then you’ll know that a couple of the team members have thrown themselves right into the political fray. It does feel like a new era in sports. It also is another great example of how social media is able to widen the umbrella of a cause and include new supporters in a very transparent way.
Brendon Ayanbadejo, Ravens LB - June, 2011 for Men’s Journal
This guy is my new hero.