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What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change

What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change | IMC | Scoop.it

The Ice Bucket Challenge isn’t the first social media charity campaign to go viral — and based upon the success of these other online movements, it certainly won’t be the last.

The videos filled your Facebook and Twitter feeds for weeks. Everyone from your great aunt to your favorite actor to politicians jumped on the bandwagon and doused themselves with ice-cold water all in the name of charity.

Whether you love it, hate it or experienced the challenge’s chill firsthand, it’s official: The ALS Ice Bucket Challenge, in all its cold, wet glory, is a bona fide social media success. But it’s far from the first online marketing campaign to go viral. Here are five social media campaigns — and what you need to know about them — that have made a substantial impact on an organization’s efforts to raise awareness or funds for its cause.

1The Ice Bucket Challenge

Origins: Oddly enough, the Ice Bucket Challenge wasn’t originally started to support the ALS Association, a nonprofit dedicated to increasing awareness of, and fundraising for, the neurodegenerative disorder known as Lou Gehrig’s disease. While its origins remain murky, the first person to connect icing oneself to ALS was Chris Kennedy, a minor-league golfer, who took up the challenge on July 14. From there, it reached Pat Quinn, an ALS patient who has also been credited with starting the campaign. Quinn challenged his friend, former Boston College baseball player Pete Frates, who also has ALS. After Frates took him up on the challenge and posted his video on Facebook, it exploded on social media. In late July, the ALS Association noticed a surprising uptick in online donations and moved to capitalize on the campaign. While the remarkable growth of the challenge happened organically, the ALS Association has made a concerted effort to educate new site visitors about the disease and their work, even allowing donors to funnel their contributions directly to research.

Virality: In a summer news cycle dominated by international wars and domestic unrest, the reason why the Ice Bucket Challenge has traveled as far as it has for as long is its simplicity: Dump a bucket of water on your head; challenge others to do the same; donate to charity. The opportunity to one-up your friends by creating an original response to the challenge kept it interesting. The celebrity response hasn’t hurt, either.

The Bottom Line: As of press time, more than 3 million people and organizations have donated to the ALS Association, accounting for more than $110 million in total donations (and growing). Additionally, $3 million has been raised for the ALS Therapy Development Institute, a nonprofit focused on treatments, and £3 million was raised for the Motor Neurone Disease Association, a British nonprofit. Overall, videos of the ALS Ice Bucket Challenge have netted more than 1 billion views on YouTube.

2It Gets Better Project

Origins: The It Gets Better Project was created by media personality Dan Savage and his husband, Terry Miller, in response to an uptick in suicides by teens who were bullied because of their sexual orientation (or suspected orientation). The mission was to let LGBT youth know that life does indeed “get better.” The project began when Savage and Miller uploaded the first “It Gets Better” video to the campaign’s official YouTube page on Sept. 21, 2010. This video has since been viewed more than 2 million times. From there, thousands of people from around the world uploaded their own messages of hope on the campaign’s website. The It Gets Better Project continues to engage the community — both online and in person — to rally for LGBT rights and equality.

Virality: Thousands of celebrities, activists, politicians and media personalities have contributed their own messages to the campaign’s growing catalog of more than 50,000 videos, which include President Barack Obama, Ellen DeGeneres, Lady Gaga, Hillary Clinton, Facebook and Google employees, the Broadway community and many more. The campaign has also gone international — deploying programs such as conferences, pride festivals and government outreach to benefit LGBT youths on six continents.

The Bottom Line: More than 50,000 entries have been uploaded on the campaign’s website since its inception. So far, these videos have received more than 50 million views.

3Movember

Origins: The face of fundraising gets a bit hairy in November, when males around the world unite to grow mustaches to raise money and awareness for charities that support various men’s health issues, such as prostate and testicular cancers and mental health. Movember was started in Melbourne, Australia, in 2003 by two friends who were “questioning where the Mo had gone,” according to theMovember Foundation’s website (“mo” refers to the British spelling of “moustache”). About 30 friends got involved, but it wasn’t until a year later that Movember was connected to raising money for the Prostate Cancer Foundation of Australia. Over the next decade, the movement has gained traction and is now recognized and celebrated internationally.

Virality: There’s no denying that men love mustaches. They’re often considered a symbol of manhood (not to mention, good humor). But during the month of November, they become something more. As the Movember Foundation states, “Mo Bros, with their new mustaches, become walking, talking billboards,” using their social networks to garner support for their mustachioed journey. And with ambassadors like Nick Offerman of “Parks and Recreation”and his venerable ’stache, the campaign doesn’t seem to be slowing down anytime soon.

The Bottom Line: In just over a decade, the Movember movement has grown to include 4 million participants worldwide. Together, these “Mo Bros” and “Mo Sistas” have raised $556 million, which has funded 832 men’s health programs internationally.

4The Red Equal Sign for Marriage Equality

Origin: In March 2013, the United States Supreme Court was gearing up for hearings on two separate cases regarding gay marriage: one on the constitutionality of the Defense of Marriage Act and another on California’s much-debated Proposition 8, which banned same-sex marriage. In advance of the hearings, the nonprofit Human Rights Campaign (HRC), the largest lobby group for LGBT rights, outlined an extensive plan to bring the discussion about gay marriage front and center. One part of that plan is the now-iconic red-tinted version of their equal-sign logo. The organization posted the image on Facebook on March 25, 2013, urging supporters to make it their profile picture in support of gay marriage. The following day, actor and LGBT supporter George Takei changed his profile pictureto the symbol, garnering more than 80,000 likes and 40,000 shares. From there, the campaign took on a life of its own.

Virality: For the next few weeks, the Internet was awash in red as people across the country and around the world showed their support for LGBT couples. According to the HRC, the images created upward of 10 million impressions. Celebrities, politicians and for-profit companies took up the logo, as well. And then came the memes. Marriage equality officially went viral.

The Bottom Line: HRC’s posts appeared more than 18 million times in people’s newsfeeds. The organization’s website received more than 700,000 unique visitors within a 24-hour period, with 86 percent of site visitors being new. More than 100,000 people signed the group’s “Majority Opinion” petition within 48 hours, and it was shared more than 30,000 times. HRC’s Facebook followers grew by over 200,000 in two days, and it gained 26,000 Twitter followers. As for the Supreme Court rulings? Gay marriage supporters were handed two small wins.

5#BostonStrong for One Fund Boston

Origins: One simple hashtag, first used in a tweet of support from a Cleveland man, Curtis Clough, following the Boston Marathon bombing on April 15, 2013, helped spur one of the most effective victim-relief efforts in U.S. history. As the nation reeled from this tragedy, which left three people dead and an estimated 264 injured, #bostonstrong started popping up all over social media as a rallying cry of solidarity and defiance. The slogan was printed on T-shirts, placed on billboards, written on the sidewalks, used in speeches and, eventually, utilized as a way to raise money for the victims through One Fund Boston, which was established by Massachusetts Gov. Deval Patrick and Boston Mayor Thomas Menino. (Read more about the story behind One Fund Boston.)

Virality: “There’s always been a social aspect to giving, even before the Internet,” says Rick Cohen, director of communications for the National Council of Nonprofits. “Now some groups are trying to find that magic formula for what’s going to take off. Unfortunately there no one equation that works. If there was, every organization would have something go viral. You have to have a little bit of luck, in addition to some good strategy, to make it work.” Since Clough’s first tweet was sent out (as of April 2014), The hashtag #bostonstrong has been used more than 1.5 million times, but the term has extended far beyond the Internet and has taken on a life of its own as a post-tragedy brand. “#Bostonstrong is about the triumph of community,” Gov. Patrick tweeted on the first anniversary of the bombings.

The Bottom Line: One Fund Boston has raised more than $72 million, which enabled each of the families of those killed and each victim with double amputations to receive $2.2 million, and each victim who lost one limb to receive $1.1 million.



Read more: http://nationswell.com/social-media-campaigns-successful-at-change/#ixzz3DyLfrkHK

 


Via Plus91, Danielle Gillespie
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Danielle Gillespie's curator insight, September 27, 2014 11:20 PM

Social media and how it benefits fundraising for NFP organisations @ashali89

Janardin Bhana's curator insight, October 2, 2014 2:20 PM

Viral marketing. Some great ideas on how social media has helped charities 

Movember Group's curator insight, December 10, 2014 2:39 AM
The Movember Foundation is one of the top social media campaigns to date! It’s made a substantial impact to the organisation in raising awareness and funds for the cause by using their social networks to harvest support for their ‘mustachioed’ journey. The article emphasises that the campaign won’t be slowing down anytime soon.
Rescooped by Danielle Gillespie from Integrated Brand Communications
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The 10 Most Important Attributes of a Content Marketing Maven

The 10 Most Important Attributes of a Content Marketing Maven | IMC | Scoop.it

It’s time to hire your content marketing chief, a.ka. marketing maven, and you’ve got a big problem.

 

For one, you’ve never hired a content marketer. Secondly, you’re not exactly sure what a marketing maven is. Finally, you have little or no idea as to what a content marketer’s skill sets should be.

 

In an era where brands are leaping onto the content marketing bandwagon, it becomes more and more important for them to find the internal content talent that will strategize, execute, distribute and analyze an ongoing series of content marketing campaigns. Content marketing should be part of any brand’s DNA – a dedication to providing your target audiences with information of use and interest to them and of the highest quality.

 

It is the goal of content marketing to build trust and brand loyalty in your key constituencies. This is done through articles, through videos, through blogs, visuals and social media engagement.

 

Finding someone to head your company’s internal content marketing efforts is extremely difficult because there are so many responsibilities under the content marketing umbrella and your marketing maven will need to possess a diverse skill set.

 

Below, I have focused on 10 key skills that are elemental to a this role. While it may be impossible to find a single person will all of the following skills, a complete job description would include the following wish list.


Via Russ Merz, Ph.D.
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How to be a successful marketing maven! @ashali89

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Rescooped by Danielle Gillespie from Designing service
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10 ways to... Encourage creative thinking

10 ways to... Encourage creative thinking | IMC | Scoop.it

Creating a culture in which all employees are actively encouraged to put ideas forward can help your firm innovate. But how do you get the best from people and encourage them to be at their most creative?

 

~ Stress the importance of creativity. Ensure all your staff know that you want to hear their ideas. Unless they understand how innovating your business processes can keep your firm competitive, your efforts at encouraging creative thinking risk falling flat.

 

~ Make time for brainstorming. Allocate time for new ideas to emerge. For example, set aside a slot at the end of meetings for brainstorming, hold regular group workshops and arrange team days out. You should also give individuals the space to reflect privately on their work if you think they need it.


Via paulgreen, Fred Zimny
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Creative thinking leads to creative ideas, here are some tips to get your juices flowing @ashali89

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paulgreen's curator insight, April 21, 2013 6:52 AM

Innovation and creativity within your business will keep you ahead of the competition - if you're not doing it, they might be!

Rescooped by Danielle Gillespie from Bounded Rationality and Beyond
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Complexity and Smart Nudges with Inattentive Consumers

Abstract
In an experiment on markets for services, we find that consumers are likely to stick to defaults and achieve suboptimal outcomes. We unpack two key psychological reasons why they do this - complexity (in terms of non-linearity, number and bundling of tariffs) and consumer inattention -. The complexity induced by product bundling, non-linearity and number of tariffs has an important role, but this is overstated if the explanatory power of inattention is neglected. We show that a ‘smart nudge’ policy of automatically switching default tariffs can be used to exploit inattention-based consumer inertia to achieve better consumer outcomes.


Via Alessandro Cerboni
Danielle Gillespie's insight:

Study of consumer inertia and finding ways for marketers to overcome this communication barrier

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Elizabeth Cora Hayes's curator insight, August 7, 2014 7:04 AM

This paper explores the communication barrier of CONSUMER INERTIA. This is an important/relevant area of interest for companies and brands because brand inertia will ultimately lead to brand switching.

A new brand however, would want to encourage brand switching to establish its own new loyal customer base. The paper uses three experiments to see why consumers stick to default practices and achieve sub optimal outcomes-  and what we can do to get around this (get consumers actively looking for alternative competitors with better offerings).

Jacques Dupeyroux's curator insight, September 20, 2014 8:30 PM

Some key ideas on consumer inertia and highlighting why it is a key concept to understand in order to successfully overcome certain communication barriers.

Rescooped by Danielle Gillespie from Social Media and Healthcare
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What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change

What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change | IMC | Scoop.it

The Ice Bucket Challenge isn’t the first social media charity campaign to go viral — and based upon the success of these other online movements, it certainly won’t be the last.

The videos filled your Facebook and Twitter feeds for weeks. Everyone from your great aunt to your favorite actor to politicians jumped on the bandwagon and doused themselves with ice-cold water all in the name of charity.

Whether you love it, hate it or experienced the challenge’s chill firsthand, it’s official: The ALS Ice Bucket Challenge, in all its cold, wet glory, is a bona fide social media success. But it’s far from the first online marketing campaign to go viral. Here are five social media campaigns — and what you need to know about them — that have made a substantial impact on an organization’s efforts to raise awareness or funds for its cause.

1The Ice Bucket Challenge

Origins: Oddly enough, the Ice Bucket Challenge wasn’t originally started to support the ALS Association, a nonprofit dedicated to increasing awareness of, and fundraising for, the neurodegenerative disorder known as Lou Gehrig’s disease. While its origins remain murky, the first person to connect icing oneself to ALS was Chris Kennedy, a minor-league golfer, who took up the challenge on July 14. From there, it reached Pat Quinn, an ALS patient who has also been credited with starting the campaign. Quinn challenged his friend, former Boston College baseball player Pete Frates, who also has ALS. After Frates took him up on the challenge and posted his video on Facebook, it exploded on social media. In late July, the ALS Association noticed a surprising uptick in online donations and moved to capitalize on the campaign. While the remarkable growth of the challenge happened organically, the ALS Association has made a concerted effort to educate new site visitors about the disease and their work, even allowing donors to funnel their contributions directly to research.

Virality: In a summer news cycle dominated by international wars and domestic unrest, the reason why the Ice Bucket Challenge has traveled as far as it has for as long is its simplicity: Dump a bucket of water on your head; challenge others to do the same; donate to charity. The opportunity to one-up your friends by creating an original response to the challenge kept it interesting. The celebrity response hasn’t hurt, either.

The Bottom Line: As of press time, more than 3 million people and organizations have donated to the ALS Association, accounting for more than $110 million in total donations (and growing). Additionally, $3 million has been raised for the ALS Therapy Development Institute, a nonprofit focused on treatments, and £3 million was raised for the Motor Neurone Disease Association, a British nonprofit. Overall, videos of the ALS Ice Bucket Challenge have netted more than 1 billion views on YouTube.

2It Gets Better Project

Origins: The It Gets Better Project was created by media personality Dan Savage and his husband, Terry Miller, in response to an uptick in suicides by teens who were bullied because of their sexual orientation (or suspected orientation). The mission was to let LGBT youth know that life does indeed “get better.” The project began when Savage and Miller uploaded the first “It Gets Better” video to the campaign’s official YouTube page on Sept. 21, 2010. This video has since been viewed more than 2 million times. From there, thousands of people from around the world uploaded their own messages of hope on the campaign’s website. The It Gets Better Project continues to engage the community — both online and in person — to rally for LGBT rights and equality.

Virality: Thousands of celebrities, activists, politicians and media personalities have contributed their own messages to the campaign’s growing catalog of more than 50,000 videos, which include President Barack Obama, Ellen DeGeneres, Lady Gaga, Hillary Clinton, Facebook and Google employees, the Broadway community and many more. The campaign has also gone international — deploying programs such as conferences, pride festivals and government outreach to benefit LGBT youths on six continents.

The Bottom Line: More than 50,000 entries have been uploaded on the campaign’s website since its inception. So far, these videos have received more than 50 million views.

3Movember

Origins: The face of fundraising gets a bit hairy in November, when males around the world unite to grow mustaches to raise money and awareness for charities that support various men’s health issues, such as prostate and testicular cancers and mental health. Movember was started in Melbourne, Australia, in 2003 by two friends who were “questioning where the Mo had gone,” according to theMovember Foundation’s website (“mo” refers to the British spelling of “moustache”). About 30 friends got involved, but it wasn’t until a year later that Movember was connected to raising money for the Prostate Cancer Foundation of Australia. Over the next decade, the movement has gained traction and is now recognized and celebrated internationally.

Virality: There’s no denying that men love mustaches. They’re often considered a symbol of manhood (not to mention, good humor). But during the month of November, they become something more. As the Movember Foundation states, “Mo Bros, with their new mustaches, become walking, talking billboards,” using their social networks to garner support for their mustachioed journey. And with ambassadors like Nick Offerman of “Parks and Recreation”and his venerable ’stache, the campaign doesn’t seem to be slowing down anytime soon.

The Bottom Line: In just over a decade, the Movember movement has grown to include 4 million participants worldwide. Together, these “Mo Bros” and “Mo Sistas” have raised $556 million, which has funded 832 men’s health programs internationally.

4The Red Equal Sign for Marriage Equality

Origin: In March 2013, the United States Supreme Court was gearing up for hearings on two separate cases regarding gay marriage: one on the constitutionality of the Defense of Marriage Act and another on California’s much-debated Proposition 8, which banned same-sex marriage. In advance of the hearings, the nonprofit Human Rights Campaign (HRC), the largest lobby group for LGBT rights, outlined an extensive plan to bring the discussion about gay marriage front and center. One part of that plan is the now-iconic red-tinted version of their equal-sign logo. The organization posted the image on Facebook on March 25, 2013, urging supporters to make it their profile picture in support of gay marriage. The following day, actor and LGBT supporter George Takei changed his profile pictureto the symbol, garnering more than 80,000 likes and 40,000 shares. From there, the campaign took on a life of its own.

Virality: For the next few weeks, the Internet was awash in red as people across the country and around the world showed their support for LGBT couples. According to the HRC, the images created upward of 10 million impressions. Celebrities, politicians and for-profit companies took up the logo, as well. And then came the memes. Marriage equality officially went viral.

The Bottom Line: HRC’s posts appeared more than 18 million times in people’s newsfeeds. The organization’s website received more than 700,000 unique visitors within a 24-hour period, with 86 percent of site visitors being new. More than 100,000 people signed the group’s “Majority Opinion” petition within 48 hours, and it was shared more than 30,000 times. HRC’s Facebook followers grew by over 200,000 in two days, and it gained 26,000 Twitter followers. As for the Supreme Court rulings? Gay marriage supporters were handed two small wins.

5#BostonStrong for One Fund Boston

Origins: One simple hashtag, first used in a tweet of support from a Cleveland man, Curtis Clough, following the Boston Marathon bombing on April 15, 2013, helped spur one of the most effective victim-relief efforts in U.S. history. As the nation reeled from this tragedy, which left three people dead and an estimated 264 injured, #bostonstrong started popping up all over social media as a rallying cry of solidarity and defiance. The slogan was printed on T-shirts, placed on billboards, written on the sidewalks, used in speeches and, eventually, utilized as a way to raise money for the victims through One Fund Boston, which was established by Massachusetts Gov. Deval Patrick and Boston Mayor Thomas Menino. (Read more about the story behind One Fund Boston.)

Virality: “There’s always been a social aspect to giving, even before the Internet,” says Rick Cohen, director of communications for the National Council of Nonprofits. “Now some groups are trying to find that magic formula for what’s going to take off. Unfortunately there no one equation that works. If there was, every organization would have something go viral. You have to have a little bit of luck, in addition to some good strategy, to make it work.” Since Clough’s first tweet was sent out (as of April 2014), The hashtag #bostonstrong has been used more than 1.5 million times, but the term has extended far beyond the Internet and has taken on a life of its own as a post-tragedy brand. “#Bostonstrong is about the triumph of community,” Gov. Patrick tweeted on the first anniversary of the bombings.

The Bottom Line: One Fund Boston has raised more than $72 million, which enabled each of the families of those killed and each victim with double amputations to receive $2.2 million, and each victim who lost one limb to receive $1.1 million.



Read more: http://nationswell.com/social-media-campaigns-successful-at-change/#ixzz3DyLfrkHK

 


Via Plus91
Danielle Gillespie's insight:

Social media and how it benefits fundraising for NFP organisations @ashali89

more...
Janardin Bhana's curator insight, October 2, 2014 2:20 PM

Viral marketing. Some great ideas on how social media has helped charities 

Movember Group's curator insight, December 10, 2014 2:39 AM
The Movember Foundation is one of the top social media campaigns to date! It’s made a substantial impact to the organisation in raising awareness and funds for the cause by using their social networks to harvest support for their ‘mustachioed’ journey. The article emphasises that the campaign won’t be slowing down anytime soon.
Rescooped by Danielle Gillespie from healthcare technology
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Study may explain why brain 'perceives limited information'

Study may explain why brain 'perceives limited information' | IMC | Scoop.it

Scientists have long studied why our brains choose to process only a small amount of information we come across in everyday life. Some information reaches our consciousness, while other information - although absorbed - takes a back seat. But a new study may shed light on why this happens.


Through using a common visual illusion, called "binocular rivalry," researchers from the Centre for Integrative Neuroscience (CIN) at the University of Tübingen in Germany were able to pinpoint a significant difference between conscious and unconscious motion that is represented in the brain.

 

The researchers say that our eyes usually see the same image. The process of binocular rivalry occurs when each eye is shown a completely different image.

 

Through this process, the researchers explain, our brains are unable to decide which image to process, with our perception moving between the two images every few seconds. This means the images are "rivals" for our attention, taking turns to enter our consciousness.

 

The researchers found that the magnetic pulses that stimulated the motion area had no effect on the length of time that the moving image was perceived. However, they found that participants perceived the still image for longer.


However, they add that once participants did become aware of the moving image, magnetic pulses had no effect.

The researchers say:


"This result suggests a substantial qualitative difference between the conscious and unconscious representation of motion.

 

Transcranial magnetic stimulation can easily weaken a suppressed representation and thus delay the time when it becomes dominant again. However, once motion becomes conscious, it is harder to disrupt."

 

More: http://www.medicalnewstoday.com/articles/267870.php
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Interesting article about the brain, using qualitative research @ashali89

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How Social Networking and User Generated Content are changing Customer ... - MyPrintResource.com (press release) (blog)

How Social Networking and User Generated Content are changing Customer ... - MyPrintResource.com (press release) (blog) | IMC | Scoop.it
How Social Networking and User Generated Content are changing Customer ...

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How user generated content is influencing corporate strategies and business models more and more...

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Developing a Social Media Process for your Business - Online Marketing

Developing a Social Media Process for your Business - Online Marketing | IMC | Scoop.it
Social media has exploded over the past few years. Companies who are successful managing social media, develop a social media process as an online strategy.
Danielle Gillespie's insight:

Why your business should be using a social media process and 10 steps to help your business benefit from social media!

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