Posts tagged ‘Case Studies and New Orgs/Campaigns’

An Afternoon Conversation Calls Me Back

I’m starting another series. Apparently, I like series. But I think readers do to, because it helps you know what kind of content to predict. Or, so Seth Godin tells us.

Today, I was fortunate enough to connect with one of SocialButterfly’s consistent readers at the Ad Council. I want to thank him through this blog as the conversation inspired me to start this new series: Social Marketing Classic Campaigns.

campaign

A month now into my ‘official’ new full-time role at work, I have slightly gotten a bit side-tracked in my enthusiasm for social media, that the true ‘social marketing’ aspect of my blog has been lacking. Thus, to complement the Social Media Highlight series I have, I’m starting this new one.

This afternoon’s conversation reminded me of what I think would be a DREAM job –> having the ability to brand social marketing, to further the field, to expand its practices and applications, to share its tool belt with those across industries and across nations, and to inspire more SocialButterflies…so to speak. =) But this can’t be accomplished alone, and we all play our part.

Thus, stay tuned as every other week I am going to showcase a classic social marketing campaign, and highlight movements in the field. Through this, I hope to elaborate on social marketing’s theory using real-world examples. As, I also realized this afternoon, that I’ve been focusing a lot on the promotional efforts of social marketing, which is a trend of the field and not just myself. Thus, I hope to highlight some really great campaigns.

It might be a small step towards the dream, but small steps can end up coving a large distance! If you have some ideas on some you’d like to see featured, feel free to post a note. Until then, social marketers unite!


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July 1, 2008 at 2:39 am 3 comments

Food Marketing and Kids – Always A Popular Topic

The mix of food marketing and ethics when it comes to advertising to children tends to always be a popular topic on the social marketing list serv. And, the topic pops up every once and a while in the news too.

If you have been following this issue, and honestly, I have been following it some, but I don’t claim to be an expert on it. So, I’m curious to get others’ thoughts.

Food. Children. Marketing. Advertising. Social Marketing. Ethics. –> Please share your thoughts in the comments. I am providing some questions as prompts, and will post again a summary of the responses and what I discover.

Cases

Last spring and summer, there was much ado about Shrek and his character endorsing various unhealthy food products.

Again, there was a response when McDonald’s advertised by sponsoring report cards and giving achieving students special McDonald offers.

Articles

Fundamental Shift in Making and Marketing Snacks to Kids, MarketingProfs June 11, 200

Sweet Surrender, Washington Post, May 22, 2008

Junk Food Marketing Linked to Child Obesity, Lancaster Farming, May 23, 2008

Shrek: He’s Big, Green and Promoting Junk Food, MSNBC, April 25, 2007

Feel free to leave links to more articles/cases in the comments =) I know there’s a ton of news and literature out there.

Questions

  • Where has this issue been and where is it headed?
  • Has progress been made? What does ‘progress’ mean?
  • Is this an issue or is it over-reaction?
  • Are there boundaries when marketing food to children and what are those boundaries?
  • How is this sector of the industry changing?

Thanks ya’ll! Look forward to reading your insights!


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June 16, 2008 at 12:03 am 4 comments

A Look At Science 2.0, including OpenWetWare Case Study

Last week, I published a post on Health 2.0, based on a couple research studies that were recently released.

Also last week, another report was published by the Scientific American Magazine that looked at the concept of Science 2.0, titled “Is Open-Access Science the future?

About

Before this article was published, the author put the draft version of the article in a wiki, and encouraged readers’ comments and edits…to help formulate the articles final version.

In this article, the author looks at the increasing use of social media within marketing, journalism, and politics – and how it can spread to the field of science, as more researchers increase their use of web 2.0 tools within their research. Some critics think that this new process to scientific discovery curbs the traditional institutional lines and poses danger. Advocates see Science 2.0 as a way to increase openness and collaboration across studies – furthering progress

Science 2.0

Science 2.0 refers to the growing movement of integrating social media into the scientific process and its promotion. Science 2.0 is a component of the broader Open Science movement according to the author of the article, M. Mitchell Waldrop. This Open Science Movement includes other topics such as open-access scientific publishing and open-data practices.

Case Study

The article points to a success project named OpenWetWare at MIT, which:

OpenWetWare is an effort to promote the sharing of information, know-how, and wisdom among researchers and groups who are working in biology & biological engineering. OWW provides a place for labs, individuals, and groups to organize their own information and collaborate with others easily and efficiently.”

OpenWetWare now hosts more than 15 labs, 6100 web pages and is edited by 3000 registered users. To learn more, gain access, or get involved, you can contact the project at admin@openwetware.org or join here.

Concerns

Due to the content of this budding use of technology, in that it is labeled ‘science’ brings many concerns to critics minds. These include:

  • Privacy Concerns
  • Authorship and Copyright
  • Looking ‘unprofessional’
  • Undermining the field of ‘science’
  • Trust-worthiness of information and hackers

Future

Despite concerns, advocates see Science 2.0 as still in its launching point. Future ideas for implementing Science 2.0 include:

  • Collaborate for scientific articles and ideas
  • online lab journals
  • Developing internet-friendly lab equipment
  • Virtual scientific conferences
  • Virtual Labs
  • Updated Lab ‘feeds’
  • Data-Sharing
  • Truth-Based Social Marketing
  • For more information regarding these ideas and more visit here.

More

  • Duncan Hull wrote up an insightful blog post about science 2.0 by interviewing scientist and researcher Dave DeRoure. DeRoure mapped out what he thinks is a widening gap between scientists and the web infrastruture. You can read the post here.
  • For those who like reading how trends relate, the Columbia Journalism Review wrote up a great article about web 2.0 and its evolution to Journalism 2.0 and Science 2.0, and how the two concepts relate. The author demonstrates how concerns towards the two fields are similar and the implications this has for science journalism 2.0.

What are your thoughts on Science 2.0?? A ‘yay’ or a ‘nay’ …share with us your thoughts

May 5, 2008 at 1:04 am 2 comments


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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