Remembering through Action: The Katrina 100 The Changeblogger Story

4 Comments Add your own

  • 1. craig lefebvre  |  August 25, 2008 at 12:24 pm

    Looking at this list for a 3rd or 4th time now since they were first published, I am impressed by how little marketing and social are really emphasized here. Lots of buzzwords for the ‘insiders’ – exchange, competition, theoretical frameworks. Actually sounds more like a group of professors with grading criteria than something to change how people work better at doing good. What if instead people asked themselves about their work:

    1. Do I understand and have an insight into what motivates my priority audience to engage (or not) in healthier, more environmentally-conscious, and more socially productive behaviors?
    2. Am I focusing on behavior as my product (what am I encouraging a large number of people to adopt or sustain)?
    3. Does my program influence or try to alter the relative balance of incentives and costs for either maintaining the current behavior or adopting a new one?
    4. Do we attempt to increase access and opportunities for the audience to try the new behavior and then sustain it?
    5. Are communication and other promotional techniques used to assure that we reach and engage our audience in ways that are relevant, attention-getting, tap into existing motivations and aspirations and have sufficient frequency to be remembered and acted on?

    Action on changing the answer to any one of these questions, let alone all of them, would bring more programs closer to what we call social marketing.

  • 2. socialbutterfly4change  |  August 25, 2008 at 1:54 pm

    @craig Thank you for your comment! I was highly curious what your thoughts were regarding these benchmarks. I know you analyze many campaigns on your blog “On Social Marketing and Social Change,” and I am familiar with some of the classic ‘this is social marketing campaigns.’

    However, from your perspective and experience, what are some of the best case studies or initiatives to help others gauge what truly is and what truly is not, social marketing? Are there any benchmarks that you see people using to define social marketing that you would disagree with?

  • 3. Melanie Guin  |  August 25, 2008 at 4:31 pm

    What is the average timeline for social marketing efforts to begin to pay off?

  • 4. socialbutterfly4change  |  September 5, 2008 at 1:34 am


    I apologize for my the delay in my response. You probably won’t like my answer but it depends….on objectives, timeline, resources, audience, barriers, etc. I will say that many social marketing efforts are sometimes focused on the short term behavior change or too much on awareness and promotion, rather than implementing strategies and tools that will empower the audience to make lasting, long-term behavior changes.


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Meet Alexandra Rampy, aka SocialButterfly

I am a social marketing believer, blogger, practitioner, researcher and enthusiast. This site highlights the growing movement of social marketing. Learn more about social marketing and how to be your own socialbutterfly--> here.

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