Yes…you read that correctly…the nonprofit sector is sprinting past industry and universities as the leading adopters of social media.
According to a University of Massachusetts Dartmouth Center for Marketing Research study, nonprofit organizations are embracing all types of social media – to include video blogging, social networking, blogging, podcasting, message boards, wikis – and view them as important to the organization’s future.
Indeed, by 2009, 97 percent of the nonprofits surveyed were using social media, up from 75 percent in 2007.
While use of social networking is number one (at 96 percent usage), Twitter comes in second with 90 percent of surveyed nonprofits putting this tool to use. Surveyed corporations prefer Facebook and LinkedIn, while universities’ top choices include Facebook and Twitter.
Of those surveyed, 42 percent of nonprofits view social media as very important to their fundraising strategies. So, while we may talk about the need for nonprofits to adopt marketing best practices from the private sector, it would appear that they could write the book on using social media.
Check out the study for yourself at: http://www1.umassd.edu/cmr/studiesresearch/charitystudy.cfm.
Monday, August 23, 2010
Friday, July 2, 2010
Social Marketing…or, did you mean Social Media Marketing?
Ideen has observed people, to include our clients at times, using these terms interchangeably. We’ve even seen marketing professors get confused. So, are they the same?
In a word, no.
Social marketing refers to the application of marketing techniques to influence the public’s behavior toward a greater social good. Albeit targeted at academia, the Social Marketing wiki (http://socialmarketing.wetpaint.com/) is an interesting source for definitions, case studies, and other information.
Social media , on the other hand, is all about interaction, being highly accessible, and sharing. Most readers, even our grandparents, have heard of social media tools such as Twitter, LinkedIn, and the ubiquitous FaceBook. A commonly used graphic depicting the social media landscape can be found at http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg. You can search www.Slideshare.net to find an abundance of PowerPoint files that explain social media in very visual terms. Companies are scrambling to leverage the social media tools for marketing purposes -- some are succeeding, while others are stumbling.
Can you mix the two? Absolutely. Mashable Media is one interesting online source for trends in social media marketing and the intersection with social marketing. Here’s a link to an interesting article on how social media could change the Federal Government. Really…we’re not kidding…actually changing government… http://mashable.com/2010/05/19/government-agencies-social-media/. Nonprofits are seizing the opportunity as a cost-effective way of targeting and reaching donors. (Think "Haiti earthquake" and everyone texting a $10.00 contribution.)
Ideen will be featuring a series of blogs on social marketing and social media in the coming months, so check back.
In a word, no.
Social marketing refers to the application of marketing techniques to influence the public’s behavior toward a greater social good. Albeit targeted at academia, the Social Marketing wiki (http://socialmarketing.wetpaint.com/) is an interesting source for definitions, case studies, and other information.
Social media , on the other hand, is all about interaction, being highly accessible, and sharing. Most readers, even our grandparents, have heard of social media tools such as Twitter, LinkedIn, and the ubiquitous FaceBook. A commonly used graphic depicting the social media landscape can be found at http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg. You can search www.Slideshare.net to find an abundance of PowerPoint files that explain social media in very visual terms. Companies are scrambling to leverage the social media tools for marketing purposes -- some are succeeding, while others are stumbling.
Can you mix the two? Absolutely. Mashable Media is one interesting online source for trends in social media marketing and the intersection with social marketing. Here’s a link to an interesting article on how social media could change the Federal Government. Really…we’re not kidding…actually changing government… http://mashable.com/2010/05/19/government-agencies-social-media/. Nonprofits are seizing the opportunity as a cost-effective way of targeting and reaching donors. (Think "Haiti earthquake" and everyone texting a $10.00 contribution.)
Ideen will be featuring a series of blogs on social marketing and social media in the coming months, so check back.
Monday, April 26, 2010
Who do you trust? Small Business!
A colleague of mine recently sent me a link to a USA Today article that reports that the American public trusts small businesses more than any other type of organization --http://http://www.usatoday.com/money/smallbusiness/columnist/abrams/2010-04-23-small-business-pew-survey_N.htm.
According to the Pew Research Center, small businesses garnered more trust than churches, universities, and technology companies in a study recently released by the Center.
Yes, this is the same study that reported how little the American public trusted the federal government and Congress, as well as banks and financial institutions. And it was this lack of trust in government that received most of the attention in the media. Where was the story about small businesses?
Because small businesses are splintered, they do not have a voice in Washington like larger corporations do. They lack a political base, have little influence "inside the beltway," and cannot muster a war chest to push their agenda.
What most people do not realize, however, is that small businesses continue to be the economic engine behind the US recovery, generating about 65% of all new jobs.
Ideen salutes small businesses -- we support your inventiveness, your risk-taking, and your ability to dream big. Check out the article and tell someone about it. And, next time you need something, skip the trip to the big box store and support your local small business.
According to the Pew Research Center, small businesses garnered more trust than churches, universities, and technology companies in a study recently released by the Center.
Yes, this is the same study that reported how little the American public trusted the federal government and Congress, as well as banks and financial institutions. And it was this lack of trust in government that received most of the attention in the media. Where was the story about small businesses?
Because small businesses are splintered, they do not have a voice in Washington like larger corporations do. They lack a political base, have little influence "inside the beltway," and cannot muster a war chest to push their agenda.
What most people do not realize, however, is that small businesses continue to be the economic engine behind the US recovery, generating about 65% of all new jobs.
Ideen salutes small businesses -- we support your inventiveness, your risk-taking, and your ability to dream big. Check out the article and tell someone about it. And, next time you need something, skip the trip to the big box store and support your local small business.
Wednesday, March 10, 2010
Touch Points -- They Matter!
I recently completed the sale of a home, and although it all went smoothly, one element stood out among the rest -- the performance of my moving company. This blog is not an advertisement for the company, but rather, an examination of key marketing elements called "touch points."
While most consumers share horror stories about their movers, I have nothing but praise for the company I hired. What made the difference? Every "touch point" I came in contact with provided a positive experience.
Let's break it down...
It started when my home was listed for sale. A company representative called me and offered to provide a free estimate. OK -- no big surprise here. When I told the representative that I was not that far along in the process, she asked for my permission to check in monthly with me. Check! Permission marketing.
Six months later when I had a contract on my home, the representative helped me set up an appointment for an estimate. The appointment, however, was scheduled during our once-in-a-century back-to-back blizzards and understandably, the sales person could not make it to my home through three-foot snow drifts. He rescheduled the appointment at a time that was convenient for me during a weekend. Check! Putting the customer first.
When the packing crew showed up the day before the move, the crew members were prompt, polite, and very neat. They gained my trust. The next day, when they actually moved my household, they arrived early, swiftly loaded the truck, and delivered the goods to my new home in record time. Check! Service exceeded expectations.
I ran into one glitch when I moved into my new home. I had planned to put some items in a storage unit, and discovered that I would need to use some of the packing materials from the crew, such as blankets and padding. The crew chief immediately called his supervisor and arranged for permission. Check! Immediate decisions at crucial moments.
Everyone in this company -- from the initial phone marketer to the crew that did the heavy lifting -- provided outstanding service. Each "touch point" that I encountered was positive, helpful, and professional. The results? When realtors, friends, and colleagues ask me, I will sing this company's praises. The power of word-of-mouth is mighty, and this company clearly "gets it."
While most consumers share horror stories about their movers, I have nothing but praise for the company I hired. What made the difference? Every "touch point" I came in contact with provided a positive experience.
Let's break it down...
It started when my home was listed for sale. A company representative called me and offered to provide a free estimate. OK -- no big surprise here. When I told the representative that I was not that far along in the process, she asked for my permission to check in monthly with me. Check! Permission marketing.
Six months later when I had a contract on my home, the representative helped me set up an appointment for an estimate. The appointment, however, was scheduled during our once-in-a-century back-to-back blizzards and understandably, the sales person could not make it to my home through three-foot snow drifts. He rescheduled the appointment at a time that was convenient for me during a weekend. Check! Putting the customer first.
When the packing crew showed up the day before the move, the crew members were prompt, polite, and very neat. They gained my trust. The next day, when they actually moved my household, they arrived early, swiftly loaded the truck, and delivered the goods to my new home in record time. Check! Service exceeded expectations.
I ran into one glitch when I moved into my new home. I had planned to put some items in a storage unit, and discovered that I would need to use some of the packing materials from the crew, such as blankets and padding. The crew chief immediately called his supervisor and arranged for permission. Check! Immediate decisions at crucial moments.
Everyone in this company -- from the initial phone marketer to the crew that did the heavy lifting -- provided outstanding service. Each "touch point" that I encountered was positive, helpful, and professional. The results? When realtors, friends, and colleagues ask me, I will sing this company's praises. The power of word-of-mouth is mighty, and this company clearly "gets it."
Tuesday, February 9, 2010
Guest Blog on Mom & Pop Shops -- The Next Generation
All -
Ideen is pleased to post a guest blog by Vicki Tinnel, one of our associates. Hope you enjoy it!
With the fall of Lehman Brothers in November 2008, an unsuspecting American public watched as the markets took one of the quickest downturns towards recession in decades. Companies froze, organizations folded, pensions all but disappeared, and industry after industry scaled down to skeletal capabilities -- basic operational functions. What that translated into for the US workforce was an unprecedented spike in unemployment. Suddenly, the market was flooded with qualified, experienced people of trade and education, with no 8am-5pm office to call home. However, in accordance with American resiliency, an astounding number of these brave, former W-2 wage earners turned to their own resourcefulness and skill sets. Rather than wait for someone else's company to provide their income, insurance, & retirement, these people chose to create their own businesses. The government took notice, not only sustaining all the existing tax benefits in place for launching an independent operation, but also by signing into law the American Recovery & Reinvestment Act of 2009, under the watchful eye of the US Small Business Administration. This allowed these "accidental entrepreneurs" to receive tools to start, grow, & succeed through resources such as grants, loans, waived interest and fees on credit services, expanded educational opportunities, and more.
Today, there now are more home- and Internet-based businesses than ever before, all competing against each other and larger corporations. Innovation and ingenuity are on the move, and the face of the American economy is evolving yet again.
So...what does it take to succeed in this new generation of business? Several things have to be synchronized: branding, efficiency, and the type of personalization that will convert satisfied customers into loyal customers.
There are several myths involved with branding, and they are about as authoritative as most myths. Entrepreneur sites several: "good branding is too expensive," "word-of-mouth is what you really need to be successful," "I don't know how to do the social networking thing," and probably most common, "my products & services are so great, they're all I need to build my business."
The problem with these ideas is that they assume the buyer is open-minded and by virtue, eager to find you. The truth is, however, according to Consumer Reports, the average American is exposed to over 274 advertisements daily. That's over 45 messages from other businesses before breakfast!
We've all seen it before...companies with inferior products or services get the attention and get the sales, simply because they are recognizable. Also, considering that "fear of the unknown" is one of the greatest drivers of human behavior, that boils down to, for better or worse, people go with what they know. Period. Word-of-mouth truly is invaluable to expanding a customer base, and a strong brand is well worth the price.
Additionally, in order to thrive in the current arena as a small business, implementing efficiency and personalization at the highest level is an absolute essential. "One size fits all" is obsolete. Even if the product offerings are standardized, every client needs to feel as if their package was tailor made to fit their needs and provides solutions for their unique issues. On top of this, the general public's patience for service delivery is becoming more and more rare. They want it their way, they want if yesterday, and they want the whole experience to surpass their expectations. Delivering at this level is what makes or breaks a reputation and solidifies a brand image.
Although there is undeniably high first-year failure rate for new small businesses, using these techniques and sprinkling a healthy dose of ingenuity, perseverance, relationship building, and sound business practices can spell success for the entrepreneur. But with the Great Recession upon us, is this really the time to put all these pieces together and launch? Consider Chic-Fil-A, which started as a local family-owned restaurant in a small suburb of Georgia in the year after WWII ended. The origins of Apple began in the garage of a penniless college dropout. And in 1971, Starbucks was nothing more than a corner coffee house owned by two teachers and a writer that didn't even serve lattes or cappuccinos. Fearless Americans have proven time and time again that not only can you survive, you can grow and thrive during hard times. And create an enduring, successful brand.
Ideen is pleased to post a guest blog by Vicki Tinnel, one of our associates. Hope you enjoy it!
Mom & Pop Shops: The Next Generation
With the fall of Lehman Brothers in November 2008, an unsuspecting American public watched as the markets took one of the quickest downturns towards recession in decades. Companies froze, organizations folded, pensions all but disappeared, and industry after industry scaled down to skeletal capabilities -- basic operational functions. What that translated into for the US workforce was an unprecedented spike in unemployment. Suddenly, the market was flooded with qualified, experienced people of trade and education, with no 8am-5pm office to call home. However, in accordance with American resiliency, an astounding number of these brave, former W-2 wage earners turned to their own resourcefulness and skill sets. Rather than wait for someone else's company to provide their income, insurance, & retirement, these people chose to create their own businesses. The government took notice, not only sustaining all the existing tax benefits in place for launching an independent operation, but also by signing into law the American Recovery & Reinvestment Act of 2009, under the watchful eye of the US Small Business Administration. This allowed these "accidental entrepreneurs" to receive tools to start, grow, & succeed through resources such as grants, loans, waived interest and fees on credit services, expanded educational opportunities, and more.
Today, there now are more home- and Internet-based businesses than ever before, all competing against each other and larger corporations. Innovation and ingenuity are on the move, and the face of the American economy is evolving yet again.
So...what does it take to succeed in this new generation of business? Several things have to be synchronized: branding, efficiency, and the type of personalization that will convert satisfied customers into loyal customers.
There are several myths involved with branding, and they are about as authoritative as most myths. Entrepreneur sites several: "good branding is too expensive," "word-of-mouth is what you really need to be successful," "I don't know how to do the social networking thing," and probably most common, "my products & services are so great, they're all I need to build my business."
The problem with these ideas is that they assume the buyer is open-minded and by virtue, eager to find you. The truth is, however, according to Consumer Reports, the average American is exposed to over 274 advertisements daily. That's over 45 messages from other businesses before breakfast!
We've all seen it before...companies with inferior products or services get the attention and get the sales, simply because they are recognizable. Also, considering that "fear of the unknown" is one of the greatest drivers of human behavior, that boils down to, for better or worse, people go with what they know. Period. Word-of-mouth truly is invaluable to expanding a customer base, and a strong brand is well worth the price.
Additionally, in order to thrive in the current arena as a small business, implementing efficiency and personalization at the highest level is an absolute essential. "One size fits all" is obsolete. Even if the product offerings are standardized, every client needs to feel as if their package was tailor made to fit their needs and provides solutions for their unique issues. On top of this, the general public's patience for service delivery is becoming more and more rare. They want it their way, they want if yesterday, and they want the whole experience to surpass their expectations. Delivering at this level is what makes or breaks a reputation and solidifies a brand image.
Although there is undeniably high first-year failure rate for new small businesses, using these techniques and sprinkling a healthy dose of ingenuity, perseverance, relationship building, and sound business practices can spell success for the entrepreneur. But with the Great Recession upon us, is this really the time to put all these pieces together and launch? Consider Chic-Fil-A, which started as a local family-owned restaurant in a small suburb of Georgia in the year after WWII ended. The origins of Apple began in the garage of a penniless college dropout. And in 1971, Starbucks was nothing more than a corner coffee house owned by two teachers and a writer that didn't even serve lattes or cappuccinos. Fearless Americans have proven time and time again that not only can you survive, you can grow and thrive during hard times. And create an enduring, successful brand.
Monday, January 18, 2010
The 4Ps are dead...Long live the 4Ps?
The 4Ps -- for marketing folks, these are the timeless foundation for our practice...or are they?
A couple of years ago, there were obituaries for the 4Ps showing up in the blogosphere. Some were whispering that the sacred 4Ps -- product, price, promotion, and placement -- were no longer relevant after 45 years of reigning supreme. Permission based marketing, social networking, new technologies, bringing the customer into the development decision loop -- these trends were viewed as factors driving the 4Ps into the ground or perhaps, underground.
So, we did a little checking around and found a solid academic article by E. Constantinides entitled, "The marketing mix revisited: Towards the 21st century marketing." A faculty member at the University of Twente in the Netherlands, Constantinides performed an in-depth literature review and uncovered some interesting findings. First, he demonstrates that the staying power of the 4Ps is due to two key factors: they are memorable and practical. Marketers actually use the framework. He also shows, however, that the debates surrounding the 4Ps are largely theoretical, not empirical. In other words, most of the talk is unsubstantiated, as few researchers are actually measuring the performance of the 4Ps by the organizations that say they are using them.
So what of the future? We think Constantinides got it right...new concepts, new technologies, and new business models are creating fresh perspectives and the 4Ps were never designed to address these. Therefore, it is quite right to update, augment, or otherwise revise the 4Ps. What's interesting, however, is that no one has come up with a paradigm that is as universal. We've seen "Personas, Participation, Publishing, and Page rank" for permission-based marketing, and also the "4Cs" -- Customer needs, Convenience, Costs, and Communication. Not much stickiness here...
While we don't disagree that the 4Ps are dated and represent a very different marketing era, the overall framework is still useful. Indeed, we've observed that many MBA programs are still teaching the 4Ps; until something better and as universal comes along, the 4Ps are unlikely to disappear anytime soon. And like everyone else, we're thirsting for some hardcore research that provides us with quantitative evidence.
Check out the article: Constantinides, E. (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22, 407-438.
A couple of years ago, there were obituaries for the 4Ps showing up in the blogosphere. Some were whispering that the sacred 4Ps -- product, price, promotion, and placement -- were no longer relevant after 45 years of reigning supreme. Permission based marketing, social networking, new technologies, bringing the customer into the development decision loop -- these trends were viewed as factors driving the 4Ps into the ground or perhaps, underground.
So, we did a little checking around and found a solid academic article by E. Constantinides entitled, "The marketing mix revisited: Towards the 21st century marketing." A faculty member at the University of Twente in the Netherlands, Constantinides performed an in-depth literature review and uncovered some interesting findings. First, he demonstrates that the staying power of the 4Ps is due to two key factors: they are memorable and practical. Marketers actually use the framework. He also shows, however, that the debates surrounding the 4Ps are largely theoretical, not empirical. In other words, most of the talk is unsubstantiated, as few researchers are actually measuring the performance of the 4Ps by the organizations that say they are using them.
So what of the future? We think Constantinides got it right...new concepts, new technologies, and new business models are creating fresh perspectives and the 4Ps were never designed to address these. Therefore, it is quite right to update, augment, or otherwise revise the 4Ps. What's interesting, however, is that no one has come up with a paradigm that is as universal. We've seen "Personas, Participation, Publishing, and Page rank" for permission-based marketing, and also the "4Cs" -- Customer needs, Convenience, Costs, and Communication. Not much stickiness here...
While we don't disagree that the 4Ps are dated and represent a very different marketing era, the overall framework is still useful. Indeed, we've observed that many MBA programs are still teaching the 4Ps; until something better and as universal comes along, the 4Ps are unlikely to disappear anytime soon. And like everyone else, we're thirsting for some hardcore research that provides us with quantitative evidence.
Check out the article: Constantinides, E. (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22, 407-438.
Wednesday, January 6, 2010
Ideen - Inaugural Blog
Ideen’s Inaugural Blog
What better way to kick of the New Year than to start Ideen’s blog. We will use this space to highlight marketing techniques, spotlight outstanding nonprofits, discuss marketing theory, and otherwise, kick around marketing ideas. Let’s get started!
This week, we want to give a shout out to small and growing nonprofit – Uplifting Athletes (http://www.upliftingathletes.org/). This nonprofit focuses on a unique combination of college football and rare diseases, bringing a fresh perspective to the nonprofit world. Scott Shirley, the Director and driving force behind the organization, has turned personal tragedy into public service, conceiving the nonprofit idea following the death of his father while Scott was a student athlete at Penn State. Starting with the football program at Penn State, Uplifting Athletes now works with five college football programs to raise money for and awareness of rare diseases. Research on rare diseases typically is underfunded, offering little hope for those inflicted. Uplifting Athletes is stepping up to this challenge in a big way.
Be sure to check out their website, support an event, and make your first charitable contribution of 2010! And while you’re at it, visit the free resources for nonprofits listed at Ideen’s website.
Check back here next week for a look at the “4Ps” of marketing and whether or not their obituary was premature…
What better way to kick of the New Year than to start Ideen’s blog. We will use this space to highlight marketing techniques, spotlight outstanding nonprofits, discuss marketing theory, and otherwise, kick around marketing ideas. Let’s get started!
This week, we want to give a shout out to small and growing nonprofit – Uplifting Athletes (http://www.upliftingathletes.org/). This nonprofit focuses on a unique combination of college football and rare diseases, bringing a fresh perspective to the nonprofit world. Scott Shirley, the Director and driving force behind the organization, has turned personal tragedy into public service, conceiving the nonprofit idea following the death of his father while Scott was a student athlete at Penn State. Starting with the football program at Penn State, Uplifting Athletes now works with five college football programs to raise money for and awareness of rare diseases. Research on rare diseases typically is underfunded, offering little hope for those inflicted. Uplifting Athletes is stepping up to this challenge in a big way.
Be sure to check out their website, support an event, and make your first charitable contribution of 2010! And while you’re at it, visit the free resources for nonprofits listed at Ideen’s website.
Check back here next week for a look at the “4Ps” of marketing and whether or not their obituary was premature…
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