An Interview with Advocate Health Care: Case Study #StoriesOfTheGirls

11/06/2014

Breast cancer logoBreast cancer still impacts too many lives. Advocate Health Care launched a unique program to bring attention to breast cancer prevention, treatment and support.

Understanding that women gain strength and the comfort from the stories they share and are shared they used digital and social networks to tell the  #StoriesoftheGirls . Through the following interview Christine Piester, VP Marketing and Christine Bon, Manager Digital Marketing and Communication graciously provided us with a case study of the program.

This post is dedicated to my sister Susan who I know is dancing in the stars.  Susan atl

About Advocate Health Care. Advocate Health Care is the largest health system in Illinois and one of the largest health care providers in the Midwest.

Advocate operates more than 250 sites of care, including 12 hospitals that encompass 11 acute care hospitals, the state’s largest integrated children’s network, five Level I trauma centers (the state’s highest designation in trauma care), three Level II trauma centers, one of the area’s largest home health care companies and one of the region’s largest medical groups. As a not-for-profit, mission-based health system affiliated with the Evangelical Lutheran Church in America and the United Church of Christ, Advocate contributed $661 million in charitable care and services to communities across Chicagoland and Central Illinois in 2013.

 Our Story Tellers

Advocate Healthcare_ Christine Priester, VP, MarketingChristine Priester, VP, Marketing

 

 

 

 

Advocate Healthcare _Christine Bon

Christine Bon, Manager Digital Marketing & Communication

 

 

 

 Diva Marketing/Toby: How did the idea of #StoriesoftheGirls evolve? Was it a difficult sell to management including the hospital administrator?

Advocate Health Care: Christine Priester/Christine Bon: Obviously, the idea of #StoriesOfTheGirls remains a very edgy concept. Anytime you introduce a double entendre (“the girls”) as part of your campaign you take a risk. However, the Chicago health care market is noisy and we had to figure out a way to break through the clutter. Not only did we have to sell this concept to the health system leadership, we had to convince the 12 hospital presidents that this was the right idea, at the right time and with the right audience.

In order to gain the necessary buy-in, our CMO hosted numerous sessions where she outlined the campaign and addressed any questions and concerns. The vast majority of our internal leadership were overwhelmingly supportive, there were a few unsure outliers, but they soon became believers once they saw the results.

Diva Marketing/Toby: What was success for the campaign and how was it measured?

Advocate Health Care: Christine Priester/Christine BonWhile we wanted women to join the conversation at StoriesOfTheGirls.com, we really wanted women to take advantage of our patient added-value proposition.

We were the first in the market to offer same-day, no-referral mammograms.  This breaks down access barriers and allows women to schedule their mammogram on their terms, when they have some extra time as life might be too busy to schedule this test a few weeks out, months out, but there is no time like the present. 

  • So, that said we measured the growth in mammogram appointments (up over 10% across the system), web site visits, and engagement in the conversation (social media).

 Diva Marketing/Toby: The micro site is rich with content about breast healthcare. For many visitors to the site, I’m guessing the most compelling content is the video stories told by the breast cancer survivors and physicians.  How were these women indentified? What were their reasons to publically participate in #StoriesoftheGirls? 

Advocate Health Care: Christine Priester/Christine BonAdvocate Health Care treats more breast cancer patients than anyone else in Illinois, and more of our patients become survivors than any other system.  Through our over 30 mammogram locations across the system, we were able to tap into our internal resources to identify patients with compelling stories that were willing to participate in the campaign.

And, we had, and continue to have no problems with patients wanting to tell their story. All of our survivors say if telling their story can just save one woman’s life it was worth it. They also appreciated the real tone and voice of the campaign.

  • They have all grown tired of the traditionally depressing look at this disease and wanted to show that women’s relationships with “the girls” is much more than a cancer diagnosis.

This year we have some wonderful new videos that include not only survivors, an update on one of last year’s featured patients, but patients currently going through treatment, Sue even shaved her head on the video as her hair was falling out – emotional stuff!

 Diva Marketing/Toby: I would love to be able to chat with these amazing people. Did you explore incorporating real-time conversations through social networks, perhaps a Tweet Chat or a G+ Hangout?

Advocate Health Care: Christine Priester/Christine Bon: Glad you asked this question. New in the 2014 Stories of the Girls campaign is a message board prominently on the StoriesOfTheGirls.com microsite. We knew that we had to take this campaign to the next level in terms of the conversation so this is an exciting element this year (just launched on 9-15-14). Here, you can chat with survivors, you can talk with other families and their friends going through this journey with a loved one, you can ask our doctors questions, and you can simply ask about other breast health issues from puberty and first bras, to breastfeeding, boob jobs, and changes during menopause. Anything goes! We’d be happy to put you in touch with any of our featured survivors, check out their amazing stories through these videos.

Advocate Health Care theta theta girls

theta theta girls video

 Diva Marketing/Toby: The most exciting social tactic I saw was a #StoriesoftheGirls Instragram contest. Would you explain the concept for the Diva community?

Advocate Health Care/Christine BonThe #StoriesOfTheGirls contest was another extender of the conversation. We wanted women to share their inspiring photos, but also just women in general living healthy lives. Women were encouraged to share their photos and in turn were entered to win a gift card to a specialty bra store in Chicago. Since we had just launched our Instagram account the month prior, this was a great way for us to gain some new followers and boost engagement.

Diva Marketing/Toby: What was the most surprising aspect of the Instagram contest?

Advocate Health Care/Christine BonThrough the contest, we uncovered some very inspiring stories and one that we are now featuring in this year’s campaign: Kia. We also saw a side of our own associates (employees) who shared their breast cancer journey through photos as well. We were excited to see how quickly we gained new followers who were interested in our content and still engage with us on the social platform.

 Diva Marketing/Toby: In addition to Instagram what other social media tactics were included? Which one was your favorite and why?

Advocate Health Care/Christine BonIn addition to Instagram, we also used Facebook as a social platform to drive awareness of breast cancer by creating a daily calendar of trivia questions about breast health. There was a new question posted each day. Once the daily question was answered you were automatically entered to win a handmade breast cancer awareness crystal bracelet. You were able to enter a total of 31 times for a chance to win the grand prize of gift card to a specialty bra store in Chicago.

We also used Facebook as a platform to share all of our patient’s incredible stories, and also to promote our Instagram contest. Both of our social promotions were well received and we got some great submissions and are continuing to engage through new social promotions with the campaign this year as well and we are seeing even greater results!

Diva Marketing/Toby: How are consumer generated stories/photos being used to extend awareness of #StoriesoftheGirls and  breast cancer health?

Advocate Health Care: Christine Priester/Christine BonOur videos and patient stories have been picked up by many local media outlets as further promotion. Our patients also blog and are the subject of many stories on our brand journalism site ahchealthenews.com  View some of them here.

We also have a partnership with the Chicago Cubs, Bulls, and Bears and we are able to leverage those relationships to have breast cancer awareness events where are patients are honorary captains, sing the 7th inning stretch, and more! It’s a year-long commitment to keep breast cancer awareness at the forefront, not just during October.

Diva Marketing/Toby: The #StoriesoftheGirls campaign kicked off October 2013 to support Breast Awareness Month and appears to be continuing into the summer of 2014 and beyond. As one might say in the theatre, what makes this a long-running show?

Advocate Health Care: Christine Priester/Christine Bon

  • This campaign is authentic and real and that’s what gives it staying power. 

Act 2 of the show is in market now and we couldn’t be more excited. An element of this campaign remains in market year-round, however.  We want to make sure we’re promoting early detection of breast cancer through mammography 365 days a year. And, we want to make it easy for women to get their mammogram and new this year they can find out their results in less than 24 hours – talk about reducing worry that often times accompanies the wait on this test.

Diva Marketing/Toby: What lessons did you learn and can pass along to others in healthcare that maybe considering creating digital/social campaigns?

Advocate Health Care/Christine BonTake a risk, it’s worth it!

Content is critical.

Don’t tell your consumers about new equipment, this or that accreditation, they don’t care. 

Make your campaign about them, not about you.

Speak to your audience how people have conversations in their real life and reach out to them how they like to receive the message (social media, email, direct mail), everyone has a preference, learn it!

  • And, amazingly, you do this, they will talk back to you, and then you have a two-way, engaged consumer conversation and you create brand loyalty.

Toss of a pink boa to Sarah Scroggins for her help in coordinating this interview.  Advocate Health Care _ Sara Scroggins

Interview With American Marketing Association CEO Russ Klein

08/13/2014

Russ Klein _ AMA CEOThere's a new dude in town.

Well in the world of the American Marketing AssociationRuss Klein recently accepted the role of CEO for AMA and with that he now leads North America's largest professional marketing association.  Of course, AMA dropped a media release which details Russ' credentials (impressive!).

I was curious about the man-behind-the-logo. I felt I had a bit of a vested interest since my AMA affliation has a deep and long history from chapter president, to serving as facilitator of interactive and social media workshops and managing AMA's first virtual communities. One might even say, AMA set me on the road to social media when I chaired its first conferene on blogs in 2004 into 2005.  

Russ graciously agreed to a Diva Marketing interview. In the following conversation he offers: 

  • his view on the future of marketing in a disruptive world,
  • a peak into his vision for AMA,
  • the importance of volunteers and his plans to ensure continuous engagement .. and more.

Toby/Marketing: It sounds almost trite to say that marketing is in a state of disruptive chaos and change. Russ, having been in the center of creating marketing plans for some of the largest consumer brands, you can appreciate that our tool boxes are overflowing with new tactics and strategies.

How does a brand, any brand, ensure that its marketing is relevant and adds value for the customer?

Russ Klein/AMA: That’s not an interview question, that’s a theme for a book! Well certainly relevance and value are two watchwords that are the right ones to guide any marketers actions.

It’s not about what’s possible, despite all of the amazing technological advances we all see. It’s still about what is relevant. The main thing many marketers lose sight of is that merely being different is not necessarily relevant to consumers.

  • Creating differences that matter in the lives of consumers is what’s relevant.

I think the more mysterious question lies with the question of value. I am an ardent believer of Rifkin’s theory of near zero marginal costs that he asserts is imminent as a result of the internet of things and the remaining connectivity potential that is in our future. When you have a knowledge-based enterprise like the AMA competing in a world of open sourced innovation, a sharing economy, and lateral economies of scale, there are tremendous downward pressures on the costs of information.

MIT has posted its entire 1800 course curriculum online for free. So the AMA is not only challenged with delivering relevant thought and service leadership to its constituents, our products and services must be peerless to command some level of sustainable pricing power. This is why I am so excited to take on the challenges facing the AMA. This is the ultimate strategic gauntlet for any CEO to navigate.

Toby/Diva Marketing: Totally agree Russ it is a ‘big’ and not easy question. Perhaps we should put that book on our to do list!

However, the American Marketing Association is more than just another brand. One might say the AMA is the North Star for marketers. What do you feel is AMA’s North Star?

Russ Klein/AMA: Great question. My belief is that the academic gravitas and scholarly distinction…is to the AMA, what Mickey Mouse…is to Disney.

More specifically, by Mickey Mouse, I mean film animation. If you remove animated film credentials and the institutional/cultural effects associated with them, Disney is just another film company…no Disneyland, no Disneyworld, no transcendent lifelong emotional attachment with its consumers. If you remove the AMA Journals thought leadership and the esteemed academic status of being published in them, the AMA is just another conference company or speakers bureau.

Toby/Diva Marketing: Moving into the future how will the organzation ensure its does not lose its foucs in a vast sea of chaos?

Hugh North Star
Russ Klein/AMA
:

  •  Chaos is opportunity for those that can stay poised and focused.

I view it simply as a matter of strategy, because strategy is all about choice. That’s something I’ve never been uncomfortable with. It goes back to what’s relevant, not what’s possible. It’s my job to help the organization identify opportunities and set priorities that can advance the AMA enterprise, and discard those that don’t.

The AMA culture must be one that values decisiveness and managerial courage to take stands in a civil and respectful way. If we stay focused on how we figure into the lives of our constituents, our stakeholders, and our users we will stay relevant and compelling.

The AMA is about improving the way marketing is practiced around the world. In so doing, we will be a vital catalyst spurring improved commerce and prosperity in communities and everywhere.

Toby/Diva Marketing: In your opinion Russ, what is the most critical aspect of marketing that is ‘broken’ which AMA can help ‘fix?”

Russ Klein/AMA: Two things. There is profound lack of 1) Training and development of talent and 2) Managerial courage.

First, CEO’s and CMO’s can’t expect talent to come to them with all the tools and skill-sets necessary to become a world-class marketer. Even if they have those assets when they arrive, the need for lifelong ongoing training and development plans never ceases.

As a CMO I felt a personal obligation to create learning cultures where curiosity and teachable moments were valued. I always felt if I wasn’t spending at least 25% of my day improving the professional capabilities of my people, I was failing. My observation and experience is that this isn’t happening nearly enough.

Second, business in general and marketing in particular is simply not black and white. As much as I believe in disciplined marketing science, there is also marketing art.

Managers are almost always presented with a spectrum of management decisions that range from “no-risk” to “high-risk” with corresponding rewards. Too many corporate cultures, including the marketing cultures inside them, are built around fear of failure and fear of appearing wrong. Or there’s the “go along to get along” mentality which is responsible for more mediocrity than I care to admit I’ve seen.

  • My advice to every marketer, young and old, is to re-examine your capacity for the courage of your convictions. You can’t inspire greatness or excellence without periodic principled “stands” for what you believe to be the right thing to do.

Toby/Diva Marketing: With your background as CMO for major consumer brands, as well as, award winning agency work you bring a prestigious CV to the party. However, nonprofit associations have some different and unique challenges. What most excites you about the opportunity to lead the AMA?

Russ Klein/AMA: I believe the one thing I bring is a ferocious passion to compete. While nobody would ever want to characterize the AMA as a bloodthirsty competitor, I do believe we are nonetheless competing with other formidable knowledge-based enterprises.

The need to identify and leverage competitive advantage is just as relevant in a not-for-profit arena as it is in the for-profit world. I suppose the most obvious difference is the amount of resources available to the AMA to advance its vision versus other better heeled for-profit and scaled up companies. Conversely, those companies seldom can call upon thousands of volunteers and advocates for whom their volunteerism is both a source of personal satisfaction and a calling to be of service to others. I believe the opportunity to hold up a shared vision as a source of inspiration can power the AMA when dollars can’t.

Toby/Diva Marketing: We like to think of AMA as The premier association in terms of marketing sciences thought leadership. Recently it appears the perception is AMA has lost ground to marketing content house like MECLABS, MarketingProfs, eConsultancy, SmartInsights, and of course, to marketing bloggers. What are your thoughts?

Russ Klein/AMA: On one hand I welcome the increased attention that many other enterprises are bringing to the practice of marketing science. Conversely, no one can deliver the academic thought and service leadership, the chapter level engagement, and the volunteerism that distinguishes the AMA. The so-called competitors out there should serve to motivate us to sharpen our competitive advantages in a way that, if we were uncontested, we probably never would.

The esteem with which marketing practitioners, academics, and students are viewed should be on the same level as those who choose medicine or science as their pursuit. The AMA is uniquely positioned to elevate marketing science in this way because of its academic credentials.

Toby/Diva Marketing: Do you believe that the AMA should reclaim some of that 'thought leadership position' and if so how?

Russ Klein/AMA: I would never say that we couldn’t improve our thought leadership position. Knowledge is a fluid and perishable product. If I didn’t think our best ideas for thought leadership are ahead of us I couldn’t say our best days are ahead of us; and they most definitely are!

Toby/Diva Marketing: Although not professional associations, CEB and MECLABS have recently made acquisitions (Iconoculture and Marketing Sherpa respectively). It’s a different path to follow, but what are your thoughts about the possibilities of strategic acquisitions to grow the AMA and supplement areas where AMA does not have a strong reputation or extensive experience?

Russ Klein/AMA: My fundamental belief is that a healthy business model needs to identify organic growth first. If there are adjacent growth opportunities that can enable or accelerate the AMA vision through acquisition or strategic alliances I imagine we’d want to take a hard look at them.

Toby/Diva Marketing: AMA has traditionally served many different types of marketers: students, academics, practitioners, and researchers. What are your views on how that should be managed in the future? Do you think AMA should continue to try to serve everyone or focus more on one or more groups?

Russ Klein/AMA: I have always been an ardent champion of sharp, vivid focus on core users of a brand.

In the case of the AMA our core users just happen to cut horizontally across like-minded practitioners, academics, and students all of whom are engaged in the pursuit of original and best practices in marketing science. That said, there are still important ways of closing the aperture to create more focus for which we have ideas that remain part of our confidential strategic planning process.

Ama-logo 8_14
Toby/Diva Marketing
: Since AMA members make up part of Diva Marketing’s community and I am an AMA past president of the Atlanta Chapter, let’s talk a bit about the heart and soul of AMA ... its volunteers. What will be the role of professional chapters in the future?

How will the relationship between HC and Chapters evolve - or not?

Russ Klein/AMA: Also a great question. If the academic prowess of the AMA is its strategic advantage, then the thousands of volunteers are the unsung heroes that are responsible for converting that AMA advantage into an AMA experience. Understanding that it is the volunteers who are responsible for delivering the first formative AMA experience to new members is a critical recognition for the so-called headquarters of the AMA. There is just no substitute for “being there” and starting with me, I plan to become a familiar face to as many of our chapters as possible.

  • Politicians and Rock N’ Roll bands both know that the secret to build true loyalty and engagement is by being in the markets; stumping or playing music to their constituents.

I am a big believer in local knowledge and that collecting it in person is the best way to learn about the unique minds and moods of the membership and volunteers.

It might be a good idea to change the “headquarters” language to “support center” which better describes the service leadership we are responsible for providing. Simple ideas like that send culture messages to the organization…but we have to be able to walk the talk. I’m sure we are, but we can always be more present at the chapter or event level.

Toby/Diva Marketing: Professional associations struggle with membership attrition and AMA has its challenges in this area. What are your thoughts on how to engage AMA members, and as important, how to keep them engaged with the association?

 Russ Klein/AMA: Engagement is the operative word. Our goal must always be to convert a user’s connection with the AMA, no matter how it begins, into an engaged relationship wherein the AMA is providing the thought and service leadership that can help that individual experience to advance their personal objectives; be that research, publishing, knowledge acquisition, professional training and development, career networking and camaraderie, problem solving, or identifying marketing strategies and best practices for growth. If we’re creating value in these ways, membership growth and attrition will take care of themselves.

Toby/Diva Marketing: Dennis Dunlap, immediate past AMA CEO, began an international expansion which involved China. What are your thoughts/plans about growing the association’s footprint both on a global and national basis?

Russ Klein/AMA: We are not about planting flags unless we can get the commensurate returns from a scaled up presence. The opportunity to grow membership and engagement inside the U.S. alone is more than enough to satisfy our needs for growth; so it will require a judicious balance and allocation of resources on our part.

With that in mind the AMA will continue to examine thoughtful expansion outside North America where it makes sense. There’s no question, that not unlike American exports of film and music entertainment, American marketing is viewed as a global standard for which the appetite is large.

Toby/Diva Marketing: What are some of the lessons you bring with you from your time in the fast food industry that will help support your success in this exciting new role?

Russ Klein/AMA: The fast food industry is the most competitive industry in the world, simply because so many companies are competing for the largest consumer dollar in the world; the food dollar.

I’ve already shared my belief that I will bring a very energetic sense of competitiveness to the AMA. Beyond that, the other element the fast food industry has taught me is that the restaurant manager trumps the brand manager every time.

  • Likewise, it will still be our chapter-level execution in delivering a world-class professional experience that will define the AMA, not what my team located in Chicago dreams up and posts online.

Toby/Diva Marketing: Since, of course, Diva Marketing is ‘social media’, which means people-talking-to-people, we’d love to get to know a little about the person behind the AMA logo.  

7 Fun Fact About Russ!

1. Briefcase or backpack…backpack
2. Tablet or laptop…laptop
3. PC or Mac…Mac
4. Favorite word…grateful
5. One of your ‘bucket list’ to dos…build a tree house on my ranch in Colorado and have a family reunion there.
6. Favorite social network…Facebook personal/LinkedIn professional
7. Must have when traveling…running shoes

Toby/Diva Marketing: It’s a Diva Marketing tradition to toss the virtual mic to you and give you an opportunity wrap the interview. Is anything you’d like to say to our community about marketing, digital/social media, AMA or ????? It’s your turn Russ!

Russ Klein/AMA: There’s no better time in business history to be a marketer. Get involved with the AMA and I guarantee you will get back many times over what you devote to it. Together, we’re going to light the path to improve marketing originality and best practices and make it the best profession you’ll ever love!

Positively, Russ

Pink boaToss of a pink boa to AMA colleauges who offered interview question ideas. Sybil Stershic, AMA Board Chair and current AMA training/event instructor, president of Quality Services Marketing; Debra Semans, current AMA training instructor and national AMA board member, Dana Van DenHuvel current AMA training instructor, president of Marketing Savant

The Waffle House - A World Cup Battle To A Social Media Win With Meghan Irwin

07/28/2014

Waffle House _World Cup B vs USA Waffles_won my heartThe U.S.A. won against Belgium in the World Cup game.

Well .. not really .. but sort of. 

The Waffle House, an American, iconic, southern, restaurant company, walked away with the social media trophy.

Paying not one of the 75k dollar sponsorship fees, the Waffle House's followers organically helped score them the win via a social media waffle battle: sweet versus Belgium waffles. 

Many saw the battle unfold on Twitter but I wondered ... what was the back-story? How did it begin and what course of action did the Waffle House plan? Meghan Irwin, Waffle House, agreed to tell us what it was like during the heat of the Belgium Waffle Battle.  Some of her answers might surprise you. 

About Meghan Irwin - Our story teller, Meghan, has been working for the Waffle House, Inc. for almost three years.

Waffle House Megan IrwinShe is part of the Communications Department where her role focuses on social media management and event execution. 

About Waffle House® Restaurants - Headquartered in Norcross, GA, Waffle House restaurants has been serving Good Food Fast® since 1955. Today the Waffle House system operates more than 1,700 restaurants in 25 states and is the world’s leading server of waffles, T-bone steaks, hashbrowns, cheese ‘n eggs, country ham, pork chops and grits.

Toby/Diva Marketing: I read that the now famous Belgium Waffle House Tweet wasn’t planned. In fact, there was no committee or even social media team brainstorming on how to get into the World Cup social conversation.  Would you fill us in on the who-what-why of the back-story?

Meghan Irwin/Waffle HouseGoodbull Hunting actually initiated the idea by tweeting at us upon hearing Team USA was moving onto the next round in the World Cup. When asked for our opinion of Belgian waffles, we replied with “We dominate them.”

TMZ Sports got word of this tweet then contacted us to ask more about it. On Monday June 30th, TMZ published the story and we kind of ran with it. So yes, this wasn’t planned.

Toby/Diva Marketing: Not only was Waffle House the darling of the social media world but main stream media picked up and moved your story along. Who was the first media outlet that contacted you?

Meghan Irwin/Waffle House: Van Lathan from TMZ Sports reached out to us on Friday June 27th. Boycotting all things Belgian was a hot topic, so they asked if we would support that. Of course we would! We’re America’s place to eat!

Toby/Diva Marketing: What was it like at work when you began receiving calls and requests for interviews?

Meghan Irwin/Waffle House: Surprisingly, we weren’t in the office for the majority of the day. The team was at a press conference for our valued partner Smithfield. We took most of the calls in our Waffle van to avoid any background noise. It was actually pretty amusing. We’d see emails for requests and we’d take turns by hopping in the van.

Toby/Diva Marketing: Did the excitement and buzz trickle to the field restaurants and if so what was their reactions?

Meghan Irwin/Waffle House: Yes, we received positive feedback from Area Vice Presidents. We also educated the public and our customers that our waffles are not Belgian waffles. They’re sweet cream.

Toby/Diva Marketing: With all of the conversation and RTs that were happening, did the Waffle House tap additional people to monitor the conversation?

Megan Irwin/Waffle House: We work as team in the effort to engage in conversation with our fans.

Toby/Diva Marketing: We saw you were engaging with your community in RTs and responses. For many companies listening is a struggle in terms of the right tool and the time commitment.  Would you share how the Waffle House approaches tracking, listening and reporting?

Meghan Irwin/Waffle House: We are one of those companies. We struggle just like everyone else in terms of time commitment and listening. We’re in the process of doing a trial with a couple companies now to see what fits best with our company.

Toby/Diva Marketing: There didn’t seem to be a unique hashtag from @WaffleHouse. Was this intentional?

Meghan Irwin/Waffle House: There wasn’t a need for a unique hashtag. This was an organic conversation with a fan. By adding a unique hashtag in this mix, we feel you lose the genuine feeling of the conversation. 

Toby/Diva Marketing: Interesting idea Meghan. Perhaps we can encourage brands to be less "hashtag happy."

In addition to Twitter and Facebook were other social media tactics were included and if so which networks and which worked best to move the engagement?

Meghan Irwin/Waffle House: We focused on where the majority of our community is. We have a strong, vocal fan base on both Twitter and Facebook therefore our efforts to engage was focused on those two channels.

Toby/Diva Marketing: What was the most surprising aspect of the experience?

Meghan Irwin/Waffle House: The fact that our community responded with this playful boycott and ran with it. Also, we saw media outlets that don’t normally cover Waffle House, ending up covering this tweet.

Toby/Diva Marketing: To put your responses in context, what does social media mean to the Waffle House in terms of branding, awareness and customer loyalty?

Meghan Irwin/Waffle House:

  • To us, social media means continuing the conversation with our customers after they have an experience with our brand. It continues well after they leave the restaurant.

Toby/Diva Marketing: How large is your social team and who does it report up to?

Meghan Irwin/Waffle House: As it falls under Communications, we work as a team.

Toby/Diva Marketing:  As we discussed, the response Waffle House received was fantastic. What do you have in mind to build it?

Meghan Irwin/Waffle House: We want to stay true to the brand’s personality and maintain the engagement with our fans. Like I mentioned before, it’s all about keeping the conversation going with our customers.

Toby/Diva Marketing: In retrospect, is there any thing that you would have done differently?

Meghan Irwin/Waffle House: Nothing at all. This tweet allowed us to grow our community and spread the word that Waffle House is on social.

Toby/Diva Marketing:  What lessons did you learn that you can share with our community?

Meghan Irwin/Waffle House:

1. Be responsive.

2. Talk back to your fans if they engaged with you.

3. You never know what ideas you’ll come up with when engaging with fans. We were able to use the USA waffle photo by engaging with one of our fans. Waffle House with community tweet

Toby/Diva Marketing: It’s become a tradition to toss the virtual Diva Marketing mic to you and give you a chance to add anything else you’d like.

Meghan Irwin/Waffle House: Our community is the reason this happened. We enjoy engaging with our fans and customers and will continue to do so.

  • Getting to know your community is the best thing you can do on social media.
  • We do it for the fans and for the bacon. 

More About The Waffle House - Website, Career Opportunities, Twitter, Instagram, Facebook, Pinterest

Toss of a pink boa to Dorothéa Bozicolona-Volpe for her help in arranging the interview. 

Second Screen TV - Research

07/11/2014

Second screen walking deadPicture this.

It's been a stressful week and you're looking forward to a night of vegging out. The telly goes on and perhaps there is an adult beverage or two nearby. It's a scene played-out in many homes for nearly 70 years.  

Over the past few years a there have been a few changes in How we watch TV. 

On goes the TV set, you flip open your tablet and smart phone ready to watch. Only now you can chat with your friends about the show, play a few Walking Dead games and perhaps even buy that cute dress one of the actresses is wearing. Welcome to Second Screen TV and SocialTV. . 

A couple of weeks ago Joel Rubinson, President and founder of Rubinson Partners, Inc., and CivicScience took to the reseach road to learn more about second screen viewing. The results, which they shared with the industry, TV Viewing and the “Second Screen” – What Audiences are Doing with Mobile, Tablet Devices,  is a report based on the CivicScience data collection and research platform. Joel conducted the analysis and partnered in formulating the research questions.

Joel rubinsonJoel kindly agreed to answer a few questions and give us his views on the future of second screen TV and socialTV. 

Diva Marketing:  The Insight Report you did with CivicScience indicates that multitasking is the name of the game for 45% of respondents who acknowledged using a ‘second screen’ (smart phone, tablet or computer) while viewing traditional broadcast TV.  

It was also  interesting to me that 80%, were not engaged online with content related to the show. 

In your opinion is this a trend and if so, where does it leave content producers in terms of advertiser value?

 Joel Rubinson: Hi Toby, thank you for your question.  First, let me clarify that it is 45% of everyone watching TV who multi-task so it is actually a higher percentage of those who own an internet access device and watch traditional TV.

The fact that 80% or more of multi-taskers are doing so in unrelated ways means that media might have the wrong idea about what people want to do with the device in their hands. They are more interested in passing dead time than they are in enriching the TV experience. 

  • Will this change? Perhaps, but media will need to offer more enticing experiences to get viewers to engage.

The value of this research we did using CivicScience’s data is understanding that the current crop of synchronized tools are not yet substantially changing viewing behaviors. Yet media and marketers desperately want it to work because it would add value to media ad inventory and impact to marketer advertising efforts.  In the meantime, marketers should look for synergistic opportunities for their advertising on unrelated websites.

An exotic sounding but quite doable idea is for marketers to use real time bidding engines to bid for inventory at the precise moment that their advertising is airing on TV. Hence, if I’m seeing a commercial on Judge Judy and happen to be on a news site with RTB inventory at the moment, an advertiser could make sure I am seeing a display ad for the same brand.

Diva Marketing:  In the report there was mention of “synchronized second screen experiences.” Would you please explain the concept and the opportunities as you see them?

Joel Rubinson: Synchronized experiences refers to using your internet device in a way that is related to the TV program you are watching. 

This could be answering quizzes about what you think will happen to Rick in Walking Dead as he is face to face with a horde of Zombies (via an app for the show), or voting on Twitter for who should get kicked off American Idol or The Voice.

In contrast, unrelated multitasking is when I’m checking e-mail or messaging a friend on Facebook while watching a show.

I think the biggest opportunity is to build interest in real time viewing rather than recording the show on a DVR and potentially fast forwarding through the commercials.  Synchronized experiences only work in real time.

Diva Marketing:  How do you see the intersection of broadcast TV and online content being mutually beneficial for (1)  audience/ratings growth , (2) advertisers and (3) viewer experience  … or do you?

Joel Rubinson:

I believe that over the past 5-10 years all networks had to decide if online content was a threat to program ratings. 

  • I believe they all came to the same conclusion that online viewing does not cannibalize TV viewing appreciably and actually builds ratings indirectly by getting someone more into the show.

This has been presented by Alan Wurtzel the research lead at NBC regarding the Olympics.

Online content was mostly viewed by those who wanted to relive favorite moments and seemed to go hand in hand with more TV viewing hours, not fewer, for the Olympics. Overall, the great majority of video content is still viewed in real time on the TV even with 5-10 years of significant growth of DVR use and live streaming over the internet.

TV watching is still the 800 pound gorilla (or at least 720 pounds) but watching content online is also a reality, it is growing and all progressive media companies need to embrace it and make it work for them. 

The researcher in me wants to point out that one simple payback is realizing that the dot.com parts of TV networks have the ability to better track viewer interests via online digital behaviors, yielding first party data that can result in very powerful insights and promotional targeting.

Diva Marketing: Thanks Joel! I'm off to make sure my ipad, iphone and laptop are charged and I know the Twitter handle of the show. 

More About the methodology, CivicScieince, Joel Rubinson and Partners

CivicScience is the provider of the real-time polling and consumer insights platform used by Joel Rubinson in this study. The second-screen questions were added to thousands of other questions running through the CivicScience polling platform and published via hundreds of web and mobile websites, and the data from the anonymous respondents were aggregated and mined using automated data science technology.

CivicScience's platform is used by consumer brand and media clients to quickly and deeply understand consumer sentiment and behaviors. 

Joel Rubison is President and founder of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy. Started in 2010, Rubinson Partners, Inc. (RPI) has already helped position several clients for success in a digital age. 

Fourth of July - Peachtree "Community" Road Race

07/04/2014

Peachtree road race startIn the wee hours of the morning traffic challenged Peachtree Street in Buckhead (Atlanta) experiences a few quiet hours before the mad rush hour/s begin.

But not on the Fourth of July.

Today the 45th Peachtree Road Race brought out more than 250,000 (60k official runners) people who woke up the city to take part in the world's largest 10K race.

Unlike it’s cousin the Boston Marathon, The Peachtree, as it's fondly called, is not just a race for runners or even joggers. It’s a community experience where generations of family and friends often walk together to celebrate life.  Even for the people on the sidewalks who cheer on the runners, The Peachtree takes on a carnival atmosphere.

For many, like my pal Joe Koufman, founder of AgencySparks, it’s become a tradition. With race number 12 completed (note Joe's 1-2 fingers!), I asked Joe Why he continues to run The Peachtree. Peachtree Road Race Joe Koufman 2014

"The Peachtree Road Race is more of an experience than a race.  The sights, sounds, smells, and feel of the race make it spectacular.  

 Some of the highlights for me are walking to the MARTA station when there are few people setting up and the police are patrolling the course, then packing into the train like sardines with sticky runners, the costumes (this year I saw Hulk Hogan, Beer Maid, a banana, marching band in Speedos, and others), the official (and unofficial) bands every mile, and the thousands of spectators each celebrating the day with their unique styles.  

I am never really trying to get a personal record (though I do train and run hard for the Peachtree).  I like to soak in the entire experience."

A much anticipated part of The Peachtree tradition is the t-shirt that goes to all official runners who complete the race. The t-shirt design is a ‘crowd sourced’ voting competition.

The 2014 Peachtree Road Race t-shirt was created by James Balke.  James is a two-time winner; his first was for the 1997 race. By the way, did you know there is even a book about the history of the Peachtree Road Race T-shirt?

Take a look at both of James’ designs.

Peachtree road race t shirt 1997 2014

Notice any similarities? The 1997 t-shirt includes multiple Peachtree street signs while 2014 is a detailed map of the race.  Although very different styles both represent maps and direction of Atlanta. Both represent the values of the race.

4 Lessons learned From The Peachtree Road Race

1. The brand can create a framework but it is the community who builds community. The Atlanta Track Club set the rules and the course for the Peachtree Road Race.

2. Execution of similar concepts e.g. tactics can take on very different results .. and that can be a  good thing. James Balke’s  designs demonstrate foundational concepts can produce distinctive outcomes.

3. Tradition plays a role in setting expectations and repeat ‘buy.’ People look forward to running the race year after year often with the same friends and family.

4. Little things make a BIG difference and become a customer thank you/reward. The Peachtree Road Race T-shirt is a treasured prize for finishing the race.

Happy 4th of July!

Interview with Cory Edwards: Creating Social Business Structures

03/23/2014

One of the benefits of a biz blog is sometimes 'fair trade' agreements. Recently Adobe reached out and asked if I would be part of a 4-member Insider group, along with Travis Wright, Elizabeth Osmeloski, Michele Kiss, that would help socialize their digital marketing conference next week .. Adobe Summit. Sounded like good learnings to share. With over 5000 attendees sounded like a biz carnival! Sounded like fun.

Adobe also offered introductions to speakers and attendees who are doing innovative work in digital/social. More good learnings for us. And I've never been to Salt Lake City so I said. "Yes" to the opportunity.

Part One of a series of interviews with Adobe Digital and Social Media Summit Speakers & Attendees. First up .. Cory Edwards from Abode who provides his insights about how to build a Center or Excellence that is more than just a shiny new toy.

Corey Edwards _AdobeAbout Cory Edwards - Corey is head of Adobe’s Social Business Center of Excellence. He is responsible for integrating social media into the way Adobe does business. Prior to Adobe, Cory was director of social media at Dell. Cory is also an adjunct professor at Brigham Young University in Provo, Utah.

Toby/Diva Marketing: Social Centers of Excellence have become the new ‘must have’ for many organizations. How do you ensure that a company’s center of excellence is a true business tool and not the latest shiny new toy that is here today and gone tomorrow?

Cory Edwards/Adobe: Structure. And I agree with you, far too often companies establish a CoE but frankly don’t institute it with a framework to guide it successfully. While we often refer to our own group as a CoE, I often define it to people internally as an operations group.

If you think of more structured business functions like sales or marketing, they almost always also have a corresponding sales operations team or a marketing operations team. Thinking of social in that light isn’t a bad way to approach a CoE function. It is a corporate function that is focused on creating and maintaining a smooth operation for the social business.

There are a few things that need to happen in my opinion to be successful. First, businesses need to be social by design — that idea lends itself to having a CoE. Secondly, the business needs to parallel path the ‘doing’ of social media with the back-end internal social operation. For Adobe, our back-end social operation is built upon a foundation with 4 core pillars: 

1. Governance (Policies, processes, audits, account management & security, alignment with business units, etc.)

2. Enablement (Training of social media teams & employee base, employee activation, consulting, working with regions, etc.)

3. Measurement (data driven insights, measurement frameworks, Dashboard, Listening research, etc.)

4. Innovation (disruptive pilots to existing business processes, vendor/tool evaluation, identifying needs within the business, POV on industry changes, close ties with the social networks, etc.)

Toby/Diva Marketing: Do you believe that an organization can become a ‘social business’ without the concept incorporated into the company’s overarching strategic direction? Please explain your response.

Cory Edwards/Adobe: That may depend a bit on the company and its industry, but from my perspective it would be awfully difficult to become a social business without that concept incorporated into the company’s direction. That doesn’t mean the company needs to come out and overtly restate its mission so that it includes social, but it does mean that social really is an influencing factor in corporate strategy and various functional strategies (marketing, support, product development, talent acquisition, etc.).

Executives who want to establish a social business should be aware of social trends, open to social insights and willing to explore how the integration of social within various business functions can potentially disrupt the normal way of doing business in a way that might improve it. At Adobe, it has helped tremendously to have two key champions of social: our CEO Shantanu Narayen and our CMO Ann Lewnes, both of whom have stated clearly that they want to see Adobe become one of the most social brands in the world. And believe me, it’s not simply talk, they regularly talk about it, ask about it, provide feedback and generally want to know what we’re doing now and next. 

Toby/Diva Marketing: What is a must bring to Adobe Summit for you?

Cory Edwards/Adobe: Two things: 1- Evernote. I’m a big fan and user for both my work and personal life. 2- Fitbit Force. If I’m going to be walking all those long halls at Summit, I want to make sure I’m getting exercise credit for it. Just think of how many steps I can rack up each day next week!

Cory's Adobe Summit Session - How to operate a social by design business. 

Follow Cory on Twitter @CoryEdwards

This Diva Marketing post is part of an influencer Adobe Insider program for Adobe Summit. I receive incentives to share my views. All opinions are 100% mine.

Stories From Smaller NonProfits: ISDD (Innovative Solutions for Disadvantaged and Disability)

12/16/2013

StarsThis is the 5th year of Diva Marketing's Holiday For Small Nonprofits Series. 

During December we invite nonprofits into Diva to tell their stories in their own very special way. It's our hope that you might find a new NPO that touches your heart. Heart holiday  

In between shopping, wrapping and checking your list twice, we invite you to take a breath and enjoy a few from the heart stories

At the center of this season's inspiration for joy, is of course, the children. It's our pleasure the first story is from an organization, ISDD, whose mission is to improvie the the lives/health of children living in circumstances of social and economic disadvantage.

ISDD (Innovative Solutions for Disadvantage and Disability) focuses on practical projects that serve to improve the lives of children who are vulnerable to adverse health and developmental disabilities as a result of living in circumstances of social and economic disadvantage.

Leslie Rubin _ ISSPOur story teller is founder Leslie Rubin.

Doctor Rubin is a developmental pediatrician who is originally from South Africa where he learned about how health disparities in children were related to social injustice and has found the opportunity to make a difference for children in Atlanta and around the world.

The ISDD (Innovative Solutions for Disadvantage and Disability) Story

I have been working with children with developmental disabilities for many years and I have stared a number of programs over the years. The one that stands out for me is the Cerebral Palsy clinic that I started with colleagues at the Hughes Spalding Children’s Hospital in Downtown Atlanta in 1998.

In 2002, with some funds from a family foundation, we did a survey of the 261 children we had seen in the clinic. As we expected they had a number of physical, medical and surgical complications but what struck us was the social context. We found that many of the children had been born prematurely to mothers who had smoked cigarettes, drank alcohol or taken drugs during pregnancy and that about half of the children were living with a single mother, about 30-40% with grandparents or in foster care, only a small percentage were living in 2 parent households.

This finding completely changed my view of children with developmental disabilities. I realized that developmental disabilities could be the result of social economic, educational, psychological and environmental factors and that the disabilities further aggravated the situation. Thus, I realized that these children then became caught up in what I termed the cycle of disadvantage and disability.

I then determined that I wanted to see what difference I could make in breaking that cycle and helping children lead more fulfilling and successful lives to become functioning and contributing members of society. Shortly thereafter, with the help of some friends, we formed the Institute for the Study of Disadvantage and Disability.

Our very first program was, in fact, called Break the Cycle of Disadvantage and Disability, which invited students from different disciplines in different universities to develop projects to Break the Cycle.

Break the cycle students and faciltiy

Break the Cycle Students and Faculty

Our second project was to provide support for the grandparents who were caring for their grandchildren with disabilities – Project GRANDD. 

Grandd Grandparents monthly meeting

Project GRANDD Grandparents Monthly Meeting 

The 3rd program was developed to provide health care for children whose mothers had problems with substance abuse and had been homeless – Healthcare Without Walls – a Medical Home for Homeless Children.

Now, in December 2013, we have had more than 80 students from around the country through our Break the Cycle Program along with 5 international journal supplements and a series of 4 books; we have served more than 100 grandparents with more than 200 grandchildren between then in our Project GRANDD and about 150 mothers with their children through our Healthcare without Walls – a Medical Home for Homeless Children.

Project Grandd Family Zoo OutingProject GRANDD Family Zoo Outing

We have recently changed our name to Innovative Solutions for Disadvantaged and Disability to better reflect what we do, and we look forward to continuing to develop programs that will help our society’s most vulnerable children have the opportunity to become successful and lead health fulfilling lives. 

More From ISDD

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Facebook  ISSD Website

Stories From Smaller Nonprofits: VolunteenNation

12/31/2012

StarsTraditionally, December has been Diva Marketing's Holiday For Small Nonprofits Series.

It's a time when people who work in smaller nonprofts are welcome to tell their stories. It's a way of giving back through shining a light on lesser known organizations through the voices of the those who are passionate about their cause.

It's a hope that perhaps before the year ends you'll reach into the your heart for one last 2012 donation. Or as 2013 begins find a new organization to support.

This year life got in the way of life. As The Fates would have it, just as I was feeling sad that I didn't have a nonprofit to share with you, once again social media came to the rescue. This time it was a LinkedIn connect request from a young women .. Simon Bernstein.

Skipping around her profile and then her web presence I knew the story of VolunTEEN Nation would be the perfect way to close the year. I am humbled and honored to introduce you to Simon and her story.

The VolunTEEN Nation Story

Volunteening_Simone Bernstein_1 diva marketingThe story is told by Simone Bernstein who is a junior at St. Bonaventure University. After three years of success with her local organization, Simone and her brother launched VolunTEEN Nation in March 2012.

She has spoken at numerous conferences throughout the nation, has a column at the Huffington Post, was honored in 2010 as a L’Oreal Paris Woman of Worth, and was recently listed on the 2012 Forbes 30 under 30 Social Entrepreneurship list.

An Inspiration to Volunteer

Engaging youth in volunteer service heals divisions within communities. As an avid volunteer in both my hometown and college community, with a passion for engaging youth in volunteer service, I took the initiative to launch a national website for youth to easily find and connect with volunteer opportunities and resources at volunTEENnation.org. Utilizing social media tools to promote the website over 8,500 youth have found volunteer opportunities through the website, organized volunteer events, and our annual volunteer fairs.

My initial spark to volunteer in my community was ignited when my dad was deployed in the military. My siblings and I were overwhelmed with the support our family received and the outpouring of volunteers: bringing meals, helping my mom with childcare and daily errands.I wanted to volunteer, too.

I was fortunate through word-of-mouth to find youth volunteer opportunities. During high school, I took the initiative to create a regional website stlouisvolunteen.com out of my own frustration and difficulty in finding volunteer opportunities for youth on-line. Due to safety, security and liability issues and concerns, many non-profit organizations and agencies limit the minimum age for an on-site volunteer to 18. I wanted to make it easier for area youth to find volunteer opportunities. Volunteering_2diva marketing

Interest in our regional website from schools, non-profit agencies and students around the nation drove my brother and I to create a national tool or resource for youth interested in volunteering.

Note It's A Family Affair! Photo of Simon's sister Sophie, brother/co-founder Jake, their Dad who is a captain in the Navy and Simon.

Meeting with local and national government officials, I advocate for service learning in our nation’s schools. The challenge facing our nation’s school’s is the crisis of high school dropouts due to lack of support both in the school and home. Engaging youth in service learning provides a valuable link back to the community with a strong connection to the classroom.

I organized and created the first St Louis Youth and Family Volunteer Fair. The Fair is now an annual event hosted at The St Louis Magic House, Children’s Museum with over 35 family-friendly non-profit organizations recruiting student and families to volunteer.

Wanting to engage more youth, I organize flexible volunteer projects for youth. I coordinated a September 11, 2011 tenth anniversary volunteer service project to engage youth and families “Serve to Remember” park clean-up. Combining sports and youth, my brother and I recruited 25 youth volunteers to instruct tennis lessons at “Aces for All” a weekly tennis clinic for youth on the autism spectrum “Soccer for All” and “B-ball for All”. I also helped start Making Music Matters, a successful organization where teens volunteer to teach music lessons in the inner-city schools.

My goal is to inspire others to find ways for all youth improve their communities.

  • It is well within the reach of any student to get involved and make a difference. 

Ideally, I would like to create an international volunteer site and combine my passion for volunteer service and my medical training to advocate for quality maternal.

More From VolunTeenNation

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Read more Diva Marketing Stories From Small NonProfits

Interview With Author Sybil F. Stershic -- Share of Mind, Share of Heart

09/07/2012

Sybil Stershic_3It is with great pleasure that I have the honor of introducing our Diva Marketing community to a dear friend, Sybil Stershic.

Sybil's second book, Share of Mind, Share of Heart, explores the world of nonprofit marketing. The book takes a different slant from other books about NPOs; it focuses on the impact that employees and volunteers have on brand perception.

Diva Marketing/Toby:  Sybil, Right from the start of Share of Mind, Share of Heart it’s clear that this is a book that you believe in and that comes from your heart. The Forward sets the direction that nonprofit marketing holds an additional element that may not be as prominent in other industries.  It’s often based on a personal and passionate commitment.

How do you walk the fine line of believing passionately in a cause while maintaining business objectivity?

Sybil Stershic: It can be a challenge, Toby. Passion for the mission is what attracts nonprofit employees, volunteers, donors and other supporters. It helps connect them and keep them engaged with the work of a nonprofit.

But passion for the mission without a bigger picture perspective can be dangerous – it can lead to burnout and a condition known as “mission creep” that dilutes organizational focus. Effective oversight by nonprofit leadership, via the executive staff and board of directors, is needed to maintain a dual focus on both the mission and the organization’s viability. While a strong mission helps drive financial support – i.e., “no mission, no money” – these leaders understand the reverse is also true – “no money, no mission.”

Toby/Diva Marketing:  Your book is full of practical, creative ideas that at first glance seem so simple; however, we know too well that implementation can be a challenge. 

Would you talk to us about what you refer to as “After The First Day” (P 59)? After the initial orientation and excitement about the organization has waned how can we help remind staff and volunteers of the mission and goals and keep them on track?

Sybil Stershic: New staff and volunteers get a lot of attention when they first join the organization. Even in smaller organizations that don’t have formal orientation or on-boarding programs, there’s still an effort to “imprint” the new person with the organization’s mission, values, and goals.

After a while the newbies blend in with other staff and volunteers. If the collective group is not kept informed on an ongoing basis as to what’s happening in the nonprofit and how it’s responding, the people within the organization tend to hunker down and lose sight of the big picture. Job descriptions become outdated; members of the board turn over, yet the staff doesn’t know who the new board members; the strategic plan is updated, but not shared with staff and volunteers; etc.

  • In the absence of ongoing communication, people start to disengage.

What’s amazing, Toby, is that the remedy to this isn’t all that difficult. It involves being intentional in proactively communicating with staff and volunteers. For example, the Jewish Family & Career Services of Atlanta (Whom you introduced me to, thank you! My pleasure Sybil. Bloggy disclaimer: JF&CS is a client.), holds an all-staff meeting the day after each  monthly board of directors’ meeting to share board meeting results along with updates on grants and special events. JF&CS also recognizes and shares volunteer accomplishments in its monthly e-newsletter.

Another great example is the Northeast Regional Cancer Institute that starts staff meetings and board meetings by reading aloud its mission statement to keep everyone focused. These two examples illustrate that keeping the people who help fulfill the mission “in the know” doesn’t require a Herculean effort –  it’s basic communication and engagement via staff meetings, volunteer meetings, internal newsletters, training, staff/volunteer recognition, and special events, as needed.

Diva Marketing/Toby: “So the degree to which you capture and keep consumers’ share of mind and heart is directly influenced by their interactions with your staff and volunteers.” (P 33) I really like this statement ... a lot.

Since Diva Marketing is focused on social media I’m wondering how much of a nonprofit’s online engagement in social networks, e.g., Facebook, Twitter, LinkedIn, Pinterest, etc. influences share of mind and heart?

Sybil Stershic: The degree to which a nonprofit uses social networks depends on the organization – its culture, mission, key audiences, etc. That said, social media is a wonderful way to grow share of mind and heart with mission-inspired content.

Sharing stories and pictures of how people benefit from the mission (while not breaching confidentiality) Max reading Sybil's share of mind share of heart … volunteers or donors sharing their experiences supporting the mission (also reinforcing the ways people can get involved) …  staff members offering a behind-the-scenes perspective of a special event … these stories help bring the mission to life. A nonprofit can also write blog posts and share links to content that educates people about its mission and programs.

While social media advocates say “content is king,” I’d go even further to say “careful content is critical” in that nonprofits need to consider sensitivity in how they present any and all messages that reflect on their mission and brand. A negative impression can easily go viral.

Toby/Diva Marketing:
  What are your thoughts about involving staff, who are not in the marketing department, and also volunteers in participating in social media/networks? Let’s take these two ways.  The first is as one of the “voices” of the nonprofit.

Sybil Stershic: I know this seems like an oxymoron, but any “voice” speaking on behalf of a nonprofit needs to be authentic to be credible, yet carefully managed to ensure the wrong message isn’t put out there. That’s why social media guidelines and training need to be part of both Human Resources and Marketing policies.

Toby/Diva Marketing: The second ... how would you encourage nonprofits to interact with consumers in the digital world?

Sybil Stershic:  The answer to this depends on the organization and its target audiences’ access to and use of social media.

For example, I know a health-related nonprofit that combines both high-tech and low-tech approaches in building share of mind and heart. To broaden its outreach efforts, the marketing director produced a brief educational video as part of an “ambassador portfolio” that also contains a list of frequently asked questions and updated brochures for use by board and staff members. Employee reps show the video when meeting with outside groups or hosting on-site facility tours.

Marketing is also in the process of updating the website to be more engaging. Yet because many of its older board members do not use email, this nonprofit communicates with its board primarily by phone and regular mail.

Toby/Diva Marketing: You’ve worked with many different types of nonprofits, and you’ve also worked with for profits. For me your book provides a roadmap that can be easily modified and used by both.  One challenge that both nonprofit and for profits face is opening lines of communication across the organization .. or “de-siloing.” What suggestions can you give us to help that critical process?

Sybil Stershic: The best way to start is to ask employees for their ideas on what works in bridging these silos. They can also help identify which departments or divisions are already doing with well with inter-organizational communications; these areas can serve as role models.

Toby/Diva Marketing: Sybil, as is the tradition of Diva Marketing interviews, you have the last word. What would you tell our community, especially those marketers working in the nonprofit world?

Sybil Stershic: Recognize your marketing team includes everyone who works in your organization, regardless of the department or function they are assigned. So you need to effectively engage the minds and hearts of the people behind the mission (your employees and volunteers who impact your brand) as well as the people in front of the mission (your consumers and the public).

Thanks, Toby!

Continue the conversation with Sybil!

Quality Services Marketing - website and blog | Share of Mind Share of Heart |Taking Care of the People Who Matter Most: A Guide to Emplpyee Customer Care |Twitter @Sybilqsm

Pinterest State of Maryland Pitch Contest: Interview With Zoe Pagonis

06/18/2012

Maryland contest bannerSometimes we find innovation and inspiration in what may seem unlikely places.

Who would have thought that one of the most creative Pinterest contests would be developed by an institution not necessarily thought of as taking a lead in social media .. and definitely not on Pinterest. The U.S. Government. I know!

Toss of a pink boa to the State of Maryland, and specifcally to Governor Martin O'Malley and his communication staff! 

The Pinterest State of Maryland Pitch Contest asked entrepreneurs to pitch their businesses by using Pinterest to tell the story of their company.  A panel of business experts chose winners in two different categories: “Student Entrepreneurs” and “Boot Strappers. First place winners received MacBook Air and runner ups received an iPad courtesy of Baltimore Angels.  Partnership included: University of Maryland College Park, the Future of Information Alliance, the Maryland Department of Business and Economic Development and the Baltimore Angels.

 ZoeZoe Pagois graciously agreed to tell us the back-story.

About Zoe Pagonis - My name is Zoe Pagonis. I am Maryland Governor Martin O’Malley’s Communications and New Media Manager and am responsible for making sure that we are taking advantage of every possible tool to best communicate with our citizens.

Diva Marketing/Toby:  What I’m most curious about is the why the State of Maryland chose to create a Pinterest Pitch Contest to bring attention to the small business owners of the state. Note: Submission boards.

Zoe Pagonis: Governor O’Malley’s number one priority is creating and saving jobs and as an administration, we’re constantly looking for ways to showcase our small businesses and encourage entrepreneurship. As one of the fastest growing social networks, Pinterest seemed like a natural fit for bringing attention to our small businesses and showcasing all that the State of Maryland has to offer.

Diva Marketing/Toby:  Pinterest and contests go together like PB&J. However, your approach was not only unique but it supported what social media, on any platform, is all about: telling the stories of the people who make up the brand .. both customers and employees.  Please tell us your behind the scene story of how the concept evolved.

Zoe Pagonis: Our office is always looking for new and innovative ways to connect with our citizens so as Pinterest grew in popularity, we created an account and used it to showcase what we’re doing in State Government (and also give people a behind the scenes look at who the Governor is as a person—he’s an avid reader!) In our State, we’re also blessed with an abundance of incubators and diverse centers of higher learning.

A few months ago, the Governor was scheduled to attend the University of Maryland College Park’s entrepreneurial Invitational and Cupid’s Cup Competition. In pulling together information about the event, we came across “Tweet Dingman” which was a unique competition that asked entrepreneurs to pitch their businesses using 10 Tweets.  This contest sparked the idea to use Pinterest.

The rest was a great collaborative effort and an eye-opening experience of just how many people in the State of Maryland are willing to lend a hand in support of local entrepreneurship.

Diva Marketing/Toby:  What were your goals for the contest?

Zoe Pagonis: The main goal of the contest was to highlight entrepreneurship in Maryland by using an innovative new technology. We also wanted to showcase our partner organizations and support entrepreneurs by connecting them to these great networks.  

Diva Marketing/Toby:  Were the results what you had expected?  

Zoe Pagonis: The results were better than I had expected. We had submissions from people all over Maryland of all ages. We even had three that came from students under the age of 13. I was also very impressed by the collaborative efforts of the judges and how willing everyone was to help with the contest in the name of supporting Maryland entrepreneurs.

Diva Marketing/Toby: I loved reading the “stories” from the businesses. The creativity that went into their boards was amazing. What surprised you about the submissions?

Zoe Pagonis: I was surprised most by how many talented individuals we have in the State of Maryland and equally delighted to see the three entries from the young students.

Diva Marketing/Toby:  Pinterest provides interesting consumer insights. Are you doing any type of analysis to mine that data?

Zoe Pagonis: We are still very new to Pinterest and are exploring all of the ways we can use it as a tool to connect with more Marylanders. As with all of our new media accounts, we monitor the feedback and use it to guide our decision making.

Diva Marketing/Toby: With any social network initiative there are risks associated with active participating especially from the point of view of a government entity.  Did you get push back? What was the reaction from the lawyers?

Zoe Pagonis: One of the criteria of the contest was that the pictures be unique to the individual or that they use proper attributions.  We consulted with experts in the business community on the guidelines of the contest before moving forward.

Diva Marketing/Toby: It seemed to me that when the contest launched, the State of Maryland’s Pinterest page was fairly new. How did you create awareness with your target audience?

Zoe Pagonis: We relied heavily on our partners and existing social channels to spread the word about the contest. Governor O’Malley also announced the contest at the University of Maryland’s Entrepreneurial invitational event which helped to generate buzz.

Diva Marketing/Toby: Thinking about the entire campaign, what would you do differently?

Zoe Pagonis: We had help from a few partner organizations but in the future, I would reach out to every business incubator in Maryland and associated organizations for help in promoting the contest.

Diva Marketing/Toby: Let’s shift gears slightly and talk a little about your boards in general. There is even a board for Govenor O'Malley. Wondering what benefits he sees in social visual communication over other channels of communication?

Zoe Pagonis: All forms of communications are important and we’re always looking for the most effective ways to connect with citizens and share resources.

Diva Marketing/Toby: In terms of content, are you pinning from only Maryland State owned images or are planning to include citizen images too?

Zoe Pagonis: At the moment, we are posting images and videos about our programs and resources but we are exploring all options–including citizen generated content.

Diva Marketing/Toby: One of the big questions that I’m asked is how do you find time to include another social network into your communication outreach? Would you give us an idea of the resource structure (people) and approximate time you’re investing?

Zoe Pagonis: Social media is highly integrated into our overall communications strategy and we see it as a great way to amplify our existing message. As the number of networks expands, it does become more difficult to keep up with everything but we focus our attention on the resources that we think will help us do the best job in communicating with Marylanders. As the fastest growing network that was driving a significant amount of referral traffic, we knew that we wanted to be on Pinterest.

Diva Marketing/Toby: What lessons learned can you share with us from your overall experience with Pinterest from both the contest and the overall board management?

Zoe Pagonis: Pinterest is great in that it doesn’t require as much time. You can update it less frequently and still achieve your objective of driving traffic to your resources. For the contest, it was a great platform for showcasing our small businesses. The images lended themselves well to telling a story and we’re going to continue to look for more opportunities to use the platform in the future.

Diva Marketing/Toby: To wrap this up what’s next for the State of Maryland Pinterest’s boards? Maryland contest gov omalley et al
 

Zoe Pagonis: In our Administration, what’s next is anything that’s innovative, cost-effective and works to amplify our existing resources. We see Pinterest as one of the many ways we’ll continue to connect and how we use it will depend on which of Maryland’s great entrepreneurs invent the next Facebook or Pinterest!

Congrats! to the winners of the Maryland Pinterest Pitch Contest. 

Student Entrepreneur Category:

First Place: GB Wallets

Second Place: Discrete Secrete Solutions

Bootstrapper Category:

First PlaceBeerGivr

Second Place: Mission Launch

Continue the conversation with Zoe!

Governor O'Mallye on Pinterest |Govenor O'Malley's Website|Zoe Pogonis on Twitter

Graphic credit: MD Govpics Flickr

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