Biz Blog Profile Series: American Cancer Society Blogs
04/12/2005
Biz Blog Profile: is a behind the scene look at how corporations, non profits and higher education institutions are using blogs to support marketing goals.
About The American Cancer Society
The American Cancer Society (ACS) is setting the bar high when it comes to developing innovative marketing strategies in the non profit space. For profits...take note!
Lisa (Meyers) Brown, VP of Marketing, American Cancer Society/Eastern is passionate when it comes to fighting cancer. I met Lisa at the Innovations Conference (on social networking) that was chaired by Randal Moss. I was immediately impressed by her creativity, as well as, the leadership position ACS is taking in terms of leveraging technology to support out reach programs.
Lisa is involved in several exciting social networking initiatives, including blogs. Fabulous at 50, is a unique program that supports colon cancer awareness. I love that a blog tactic is integrated into the overall strategy. Team ACS is an online fund raising program that Lisa created. It targets volunteers who participate in marathons, triathlons, bike races and other community events.
Biz Blog Profile: Fabulous at 50 Blog
The American Cancer Society is the nationwide community-based voluntary heath organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service.
Why ACS is Blogging
Cancer doesn't discriminate, even in the blogosphere. In a broad sense, blogs offer another way for us to reach all kinds of communities and it's a medium that can help us fight cancer - whether staff is internally blogging about best practices and using the blogosphere to facilitate better communication, or whether we're recruiting those touched by cancer to share their experiences as a means to help raise awareness. At the end of the day, this is 100% about our mission and blogs are a means to help us make a difference in the fight against cancer.
How Blogs Fit into ACS's Marketing Strategy
At its most basic function, blogs are examples of how social networks can develop online and facilitate grass roots mobilization. They are starting to play an important role in our marketing strategies.
We are a community-based organization so blogs offer us another touch-point to raise awareness of early detection and prevention.
One key way we can continue to elevate awareness is through the personal experiences of those touched by cancer. We all know there's tremendous power in stories like this and blogs help us tap into this important part of raising awareness.
During National Colon Cancer Awareness Month, we launched a campaign to help raise awareness about the importance of colon cancer screening. We implemented a number of strategies, one of which was to develop a web presence where a limited number of volunteers blogged about their colon cancer screening experience. We then promoted these personal stories (with our bloggers permission) through traditional and new media.
We're also using blogs to discuss the future of the American Cancer Society, particularly as it relates to innovation and change. The Futuring and Innovation Center (FI Center) started a blog sometime ago in effort to increase the dialog about innovation, change makers, organizational change, social change and a host of issues that may affect our mission.
Selling-in To Management
We have an entity of our organization - the Futuring and Innovation Center (FI Center) - that is charged with identifying, testing, and fostering breakthrough innovations. They are constantly on the prowl for new ways to utilize technologies to help fight cancer.
A few months ago, the FI Center hosted a social networking conference and several of our national and division leadership attended. During the two-day gathering, we heard from several experts and well-known bloggers including Judith Meskill, Chris Allen, Stowe Boyd, Jason Calanconis, Liz Lawley and more. It was an intense two days jam packed with information but I think every organization there (ACS convened several national voluntary health organizations) and was sold after hearing from this group.
How ACS is Marketing Blogs
Aside from the colon cancer effort (Fabulous at 50 blog), we really haven't put that much into marketing our blogs. We're still new to the blogosphere and still trying to better understand how we can contribute effectively and strategically.
For the colon cancer awareness initiative we relied on viral tools - Fabulous 50 quiz - earned media efforts and some donated search engine optimization.
Lessons Learned
There are many lessons learned and to be frank, we're still capturing them. Most obviously, we learned that it's not enough to "build it and hope people will come." Our colon cancer blogs, Fabulous At 50, were developed to facilitate the chronicling of these experiences and at the time, we didn't really grasp the importance of regularly updating blogs.
Blogging provided the best technology to chronicle the experiences of our volunteers around Colon Cancer Awareness Month. Hopefully, through these shared stories, others will find strength, not feel so alone, face their fear of getting screened, and fight back however possible (if everyone over 50 got screened for colon caner alone, SO many lives would be saved...colon cancer is actually one type of cancer that can be prevented).
I should point out that this was our first time using blogs this way and that we learned a great deal. Primarily the importance of having volunteers update the blogs regularly and the importance of linking into the blogosphere.
But overall, using blogs in this way did reinforce the power of the medium, the power of personal testimony.
Future Direction
We really want to better integrate blogs into a broader spectrum of our efforts but are still learning about the medium. So our goal, over the next several months, really is to test ideas on a small scale, continue to explore the medium, start listening to the conversations already going on in the blogosphere about cancer. We're still very much in the student mode, trying to learn as much as we can about how this medium can further support our efforts to fight cancer.
Lisa (Meyers) Brown On Blogs
I find it very interesting that this new medium is the result of people wanting to share themselves (opinions, likes, dislikes, etc.) with the world. When you're talking about raising awareness about something like cancer, this type of energy and openness is a step in the right direction.
We all know that half of the battle is often getting people to talk about cancer -- it's still often a scary and intimidating subject. Remember when women dare not say the words "pap smear?" Remember when men dared not discuss getting a PSA test? It's now okay to not only talk about this type of stuff at the dinner table with your family and friends, but also okay to talk about it with strangers around the world ... via mediums like blogs.
Would it be too much of a stretch to suggest that blogs are saving lives ?!?
I'm also extremely interested to see where this medium goes in-general ... we may reach a point where every department of every corporation has a blog to communicate internally and cross-functionally (a la email). We may reach a point where academic courses are conducted on a sort of edu-Blog.
Sidebar: University of Delaware
We may reach a point where society re-defines corporate/social responsibility because of the blogosphere. We may reach a point when instead of having to physically to to the doctor, you visit your doc's blog to access quick remedies. We may reach a point where everyone has a blog and instead of a resume, you market yourself through your blog (already happening). We may reach a point where blogging is a first step to dating (already happening). We may reach a point where blogs can help marketers determine product development (already happening).
It's an exciting time!
Sidebar: Lisa's personal blog, The Rhetoric of Me is a must visit also.