HopeMob: Social Media Storytelling for Good

woman wearing shirt promoting hopemob reading "do good or shut up"Tell a compelling, true story

To drive social change through social media, you must tell powerful story that your audience can identify with. This story must make them want to take on your challenge as their own and drive action on behalf of your cause.

Enter HopeMob. Nobody does storytelling quite like this. This online non-profit community takes real people and organizations in need of significant assistance and puts them into a healthy competition, where each story attracts attention and gains user points.

When a story garners sufficient points, it becomes “Featured” in the most prominent position on the website. That story remains in the top position until the goals associated with it have been achieved.

As the featured story marches toward prominence, the second, third and fourth-most-popular stories get “locked” into place, on-deck for their subsequent trips to the top.

Keep your audience wondering what happens next

Demonstrating unparalleled mastery of the Dragonfly Effect for engagement, HopeMob updates the featured story regularly, as each major goal is achieved. The organization has ever-growing posse of over 370,000 Twitter followers @hope and 128,000 Facebook fans. Many members of this army of “generous strangers”  across the country and around the globe stay up-to-date and engaged in the life of the featured protagonist throughout their journey on HopeMob.org.

With nearly half a million people pitching in when they’re needed and able, the humans behind these stories get viral attention and financial help from the crowd that helps them address their deepest needs. From homelessness to sex trafficking to accessibility for the disabled, HopeMob is taking on big issues and making flipping some of the most overlooked among us to make them the most visible.

Take the story of @CareyFuller, a homeless mother who does much for others, but has difficult circumstances of her own. After four days on HopeMob.org, she had one of three “goal” job interviews lined up; an agreement for free childcare, and advocates across the country who persisted until HopeMob would allow them to donate money to her cause. Without the effective use of social media, @AugustaGolfGirl, a Georgia-based social media fan from across the country would never have been able to know of much less support her.

Kickstart from the heart: Social media as a model for social entrepreneurship

Here’s a recipe: take one “King of Hope,” charismatic Shaun King; (leader, strategist and  IT guy), combine him with one online fundraising platform called Kickstarter, and you get a “Mob” of people literally spreading “Hope.”

What’s your story? How will you tell it to drive the change you seek?

One Year and 100 Thousand Cheeks


Bone Marrow Registry Drive Sign for 100KCheeksThe Following guest post is written by Vineet Singal, Stanford student and leader of 100KCheeks as we observe 100KCheeks’s first birthday and their significant accomplishments.

————-

During my time with 100KCheeks, I have had the privilege to work with many creative, inspiring, and extremely helpful individuals, groups, and organizations. With the support from the Dragonfly community’s network of partners, 100KCheeks has helped register 115,158 new potential bone marrow donors — 10,387 (9%) through direct action.

Along this road of registration, 100KCheeks has benefited from guidance and influence from amazing sources.

Patient-centered campaigns such as Cure Sonia and Amit Gupta Needs You provided us with the honor and privilege to run on-the-ground drives and social media campaigns on their behalf. Some people we supported are no longer with us, while others are on their way to full recovery.  All of their stories and their efforts have combined to inspire thousands to join a movement that will ultimately save many lives. We owe so much to these brave people. Their collective spirit and attitude provide constant motivation to keep us pushing forward in the quest for more bone marrow donor registrants.

The OpenIDEO team has been our beacon of ingenuity and inspiration. 100KCheeks was able to conduct a two month long campaign on OpenIDEO, and got people worldwide to help get contribute ideas and solutions to the problem of “How might we increase the number of bone marrow donors to help save more lives?”

In addition to to everything that we learned from the challenge participants, the entire OpenIDEO team contributed incredibly from a design perspective. In fact, since completing this challenge, we have been hard at work implementing many of the insights garnered from the campaign to work with national bone marrow registries in an effort to create powerful online tools. These platforms will enable the bone marrow registries to be even more effective at registering more individuals and saving more lives.

I invite you to read the piece the OpenIDEO leaders wrote about this milestone.

We still have so much work to do, but we look forward to collaborating with more inspiring, innovative, and enthusiastic people, groups, and organizations to help people who need life-saving bone marrow transplants. Thank you for rooting for us and for your continued support.

TOMS Shoes

In 2006 Blake Mycoskie, a Los Angeles entrepreneur and traveler, at that time perhaps best known for finishing third on the Amazing Race II, found during a trip through Argentina that the children typically did not have shoes to protect their feet. Wanting to help, he created TOMS Shoes, a for-profit California company that would use the purchasing power of individuals to benefit the greater good. Mycoskie vowed to give a pair of new shoes to a child in need for every pair he sold. One for One, he called it.

In the first year, he sold 10,000 pairs of his shoes and returned to Argentina with a group of family, friends and staff to distribute 10,000 more.  His product, which has expanded beyond shoes, has become available online and in more than 500 stores internationally, including Nordstrom’s and Whole Foods, and is endorsed by celebrities including Karl Lagerfeld and Scarlett Johansson.

To fully engage its customers, TOMS depends heavily on social media and word-of-mouth and effectively uses images to tell its story: a crowded room with bare feet (human and some hoofs), children playing soccer (with a ball of rags) and bare feet, people walking to get water with no shoes. It has its own YouTube channel, with hundreds of videos. The channel highlights the cause, including the real stories of the children whose lives were changed by receiving the shoes, and encourages contributions of user-generated content based upon TOMS products. TOMS’ Facebook page features user-generated videos of the brand’s good deeds, and tracks and honors the fans that forward the videos to others, and its Twitter page has over 1.2 million followers.

TOMS also sponsors offline events. The TOMS Vagabond tour, which was produced in partnership in 2009 by the Dave Matthews Band, moves from college town to college town to spread the word about TOMS’ good work. And TOMS sponsors an annual barefoot-for-a-day event, shoe “drops,” where customers and volunteers go on the trips to hand deliver the shoes, design-your-own-shoe contests, and other interactive events that engage the target audience.

No doubt TOMS has hooked an audience—and made a difference. By September 2010, more than 1,000,000 pairs of shoes had been donated to children in Argentina, Ethiopia, Haiti, South Africa, and the United States. In 2009 TOMS had hoped to reach a million pairs by 2012, but they got there a little early.

One Year and 100 Thousand Cheeks


Bone Marrow Registry Drive Sign for 100KCheeksThe Following guest post is written by Vineet Singal, Stanford student and leader of 100KCheeks as we observe 100KCheeks’s first birthday and their significant accomplishments.

————-

During my time with 100KCheeks, I have had the privilege to work with many creative, inspiring, and extremely helpful individuals, groups, and organizations. With the support from the Dragonfly community’s network of partners, 100KCheeks has helped register 115,158 new potential bone marrow donors — 10,387 (9%) through direct action.

Along this road of registration, 100KCheeks has benefited from guidance and influence from amazing sources.

Patient-centered campaigns such as Cure Sonia and Amit Gupta Needs You provided us with the honor and privilege to run on-the-ground drives and social media campaigns on their behalf. Some people we supported are no longer with us, while others are on their way to full recovery.  All of their stories and their efforts have combined to inspire thousands to join a movement that will ultimately save many lives. We owe so much to these brave people. Their collective spirit and attitude provide constant motivation to keep us pushing forward in the quest for more bone marrow donor registrants.

The OpenIDEO team has been our beacon of ingenuity and inspiration. 100KCheeks was able to conduct a two month long campaign on OpenIDEO, and got people worldwide to help get contribute ideas and solutions to the problem of “How might we increase the number of bone marrow donors to help save more lives?”

In addition to to everything that we learned from the challenge participants, the entire OpenIDEO team contributed incredibly from a design perspective. In fact, since completing this challenge, we have been hard at work implementing many of the insights garnered from the campaign to work with national bone marrow registries in an effort to create powerful online tools. These platforms will enable the bone marrow registries to be even more effective at registering more individuals and saving more lives.

I invite you to read the piece the OpenIDEO leaders wrote about this milestone.

We still have so much work to do, but we look forward to collaborating with more inspiring, innovative, and enthusiastic people, groups, and organizations to help people who need life-saving bone marrow transplants. Thank you for rooting for us and for your continued support.

How Cathay Pacific Used Facebook to Convert Fans to Brand

People dressed as jellyfishContests are a tried and true way to both engage current customers and grab the attention of new prospects. Whether your company is an airline, hotel, wireless provider or automaker, brands campaigns today must simply reek of originality and ingenuity just to get noticed in social media.

Cathay Pacific bid to get noticed by combining equal parts Facebook Marketing Applications, a classic novel by Jules Verne, and their hole card, their far-flung network of exotic international destinations.

Cathay Pacific’s Digital Marketing Manager Ali Bullock says Cathay Pacific’s social media marketing campaign “Travel the World in 80 Days” allowed the brand to reach the friends and family of about 29 million people. The primary focal point for this attention was the airline’s Facebook fan page.

In an article for SocialMediaToday titled “How brands are using social media for contests and campaigns,” Achintya Gupta of Kuliza emphasizes that your Facebook business page allows first for attention, second for retention. And if an initial campaign doesn’t immediately convert new customers, you might get a second shot because your initial campaign likely made them a fan of your Facebook page.

4 steps to a successful social media marketing campaign

Here’s how Cathay Pacific rolled out the campaign’s features:

  1. It ran targeted Facebook ads to build up momentum: likes and shares.
  2. Had contest entrants post submissions on Cathay Pacific’s Facebook fan page.
  3. Let 8 finalists Tweet and shoot video in Hong Kong for the last round.
  4. Required the winner, Mike Corey, to blog, shoot video, take photos and submit daily reports.

User-generated content engaged fans

A heavy emphasis on UGC drove engagement and a sense of attachment among participants. It also avoided overtaxing marketing and advertising resources while delivering a highly active presence. A corollary to the wide reach of Facebook is the precision with which it can target its advertising by country, age and gender. Bullock describes this as providing the ability to “extract every bit of value from advertising dollars.”

In today’s economy, what company doesn’t want to maximize the bang for its ad bucks?

How Cathay Pacific embodied “The Dragonfly Effect”

In The Dragonfly Effect, we discuss how the dragonfly’s four wings serve as a metaphor for the strategic elements required  to make a social media campaign take flight.

Cathay Pacific’s “Travel the World in 80 Days” competition serves as an excellent replicable example of these essentials:

  1. Identify and reach your target audience. (Try Facebook first.)
  2. Focus on one goal, one campaign at a time. (A catchy theme helps make it stick.)
  3. Grab their attention. (Free travel, anyone?)
  4. Engage them. (Tell a story, and make them imagine and tell theirs.)
  5. Get them to take action. (Make it easy for them to do and to share.)

“Around the World in 80 Days” on Facebook

Child imitating the flight of a dragonfly against a sunsetPhotos and videos are the Elmer’s glue and duct tape of the Internet: They cause emails to be opened and eyeballs to stick to Web pages. Standing out with a “hook” or standing by your brand’s slogan also helps.

For example, Mike Corey branded himself as a break dancing biologist. And the entire campaign emulated the airline’s slogan of “People – they make an airline.”

How does your brand engage customers through social media platforms? Have you launched a successful contest or engagement campaign?

If you’ve learned something useful recently, tell us about it. We could help you share your experience.

 

How Cathay Pacific Used Facebook to Convert Fans to Brand

People dressed as jellyfishContests are a tried and true way to both engage current customers and grab the attention of new prospects. Whether your company is an airline, hotel, wireless provider or automaker, brands campaigns today must simply reek of originality and ingenuity just to get noticed in social media.

Cathay Pacific bid to get noticed by combining equal parts Facebook Marketing Applications, a classic novel by Jules Verne, and their hole card, their far-flung network of exotic international destinations.

Cathay Pacific’s Digital Marketing Manager Ali Bullock says Cathay Pacific’s social media marketing campaign “Travel the World in 80 Days” allowed the brand to reach the friends and family of about 29 million people. The primary focal point for this attention was the airline’s Facebook fan page.

In an article for SocialMediaToday titled “How brands are using social media for contests and campaigns,” Achintya Gupta of Kuliza emphasizes that your Facebook business page allows first for attention, second for retention. And if an initial campaign doesn’t immediately convert new customers, you might get a second shot because your initial campaign likely made them a fan of your Facebook page.

4 steps to a successful social media marketing campaign

Here’s how Cathay Pacific rolled out the campaign’s features:

  1. It ran targeted Facebook ads to build up momentum: likes and shares.
  2. Had contest entrants post submissions on Cathay Pacific’s Facebook fan page.
  3. Let 8 finalists Tweet and shoot video in Hong Kong for the last round.
  4. Required the winner, Mike Corey, to blog, shoot video, take photos and submit daily reports.

User-generated content engaged fans

A heavy emphasis on UGC drove engagement and a sense of attachment among participants. It also avoided overtaxing marketing and advertising resources while delivering a highly active presence. A corollary to the wide reach of Facebook is the precision with which it can target its advertising by country, age and gender. Bullock describes this as providing the ability to “extract every bit of value from advertising dollars.”

In today’s economy, what company doesn’t want to maximize the bang for its ad bucks?

How Cathay Pacific embodied “The Dragonfly Effect”

In The Dragonfly Effect, we discuss how the dragonfly’s four wings serve as a metaphor for the strategic elements required  to make a social media campaign take flight.

Cathay Pacific’s “Travel the World in 80 Days” competition serves as an excellent replicable example of these essentials:

  1. Identify and reach your target audience. (Try Facebook first.)
  2. Focus on one goal, one campaign at a time. (A catchy theme helps make it stick.)
  3. Grab their attention. (Free travel, anyone?)
  4. Engage them. (Tell a story, and make them imagine and tell theirs.)
  5. Get them to take action. (Make it easy for them to do and to share.)

“Around the World in 80 Days” on Facebook

Child imitating the flight of a dragonfly against a sunsetPhotos and videos are the Elmer’s glue and duct tape of the Internet: They cause emails to be opened and eyeballs to stick to Web pages. Standing out with a “hook” or standing by your brand’s slogan also helps.

For example, Mike Corey branded himself as a break dancing biologist. And the entire campaign emulated the airline’s slogan of “People – they make an airline.”

How does your brand engage customers through social media platforms? Have you launched a successful contest or engagement campaign?

If you’ve learned something useful recently, tell us about it. We could help you share your experience.

 

1-800-Flowers + Moms = Social Media Marketing Conversion

When it comes to building brand recognition through social media, Mom is the ambassador you want on your side. From Walt Disney’s Babble to BlogHer and Dooce, mom-targeted content and community, advertising and social media all vie for the attention and engagement of the first important woman in everyone’s life.

Bouquet of Flowers by Jan van Huysun, 1724

Today few brands do a better job engaging moms and families than 1-800-Flowers.

1-800-Flowers and Facebook Marketing

In a video case study for Facebook Marketing Solutions, President & COO Chris McCann explained that in today’s marketplace, “Every application, every product, everything we do is social by design.”

This Monday, the 1-800-Flowers Facebook page reached the 400,000 fan milestone, and celebrated (how else?) by decorating the page with flowers. Today, just three days later, they are mere inches from 430,000. Whether it’s the race to Mother’s Day or simply an engaging fan page with regular status updates and vibrant images, 1-800-Flowers is doing social media right.

3 ways to increase brand recognition through social media marketing

Here’s how the company is using social media marketing to increase brand awareness, improve customer service, and engage a network that includes about 40 million friends and families:

  1. Featuring flowers and gifts, and asking people to Like their favorite products in order to drive merchandising for big holidays like Mother’s Day.
  2. Adopting social media platforms to tell customer stories and encourage user-generated content.
  3. Using these public forums to improve customer service.

In an exceptionally insightful and creative move, last year a few weeks before Mother’s Day, McCann’s team invited moms to visit the 1-800-Flowers Facebook page and Like their favorite bouquets. Those Likes predicted four of the five best-selling bouquets for the Mother’s Day season. To connect the online and offline 1-800-Flowers experience, the company encourages customers to photograph the moment when 1-800-Flowers came to “deliver a smile” and to share stories. McCann notes these are among the best ways to increase brand awareness and convert users into customers.

Social media marketing is only as good as customer engagement

With Wings 1 and 2 of The Dragonfly Effect nailed down, 1-800-Flowers got Wings 3 and 4 humming by engaging moms and families to share stories, vote on products and otherwise take action. Customers uploaded user-generated content including photos and stories of what motivated them to send flowers.

Says McCann, “Within the past year, we’ve transformed our way of thinking. Now we look at every application and every business function and make sure it has a social element to it… And we measure success by level of user engagement.”

How engaged are your customers? Are they telling stories of their experiences with you and becoming natural brand ambassadors in the process? If they’re not, do you think they might if  you made it fun and easy for them to share?

Let us know how social media marketing is working for you — and let us know if it’s not. We build our community by sharing stories that help people achieve their goals, and we’d love to share yours!

1-800-Flowers + Moms = Social Media Marketing Conversion

When it comes to building brand recognition through social media, Mom is the ambassador you want on your side. From Walt Disney’s Babble to BlogHer and Dooce, mom-targeted content and community, advertising and social media all vie for the attention and engagement of the first important woman in everyone’s life.

Bouquet of Flowers by Jan van Huysun, 1724

Today few brands do a better job engaging moms and families than 1-800-Flowers.

1-800-Flowers and Facebook Marketing

In a video case study for Facebook Marketing Solutions, President & COO Chris McCann explained that in today’s marketplace, “Every application, every product, everything we do is social by design.”

This Monday, the 1-800-Flowers Facebook page reached the 400,000 fan milestone, and celebrated (how else?) by decorating the page with flowers. Today, just three days later, they are mere inches from 430,000. Whether it’s the race to Mother’s Day or simply an engaging fan page with regular status updates and vibrant images, 1-800-Flowers is doing social media right.

3 ways to increase brand recognition through social media marketing

Here’s how the company is using social media marketing to increase brand awareness, improve customer service, and engage a network that includes about 40 million friends and families:

  1. Featuring flowers and gifts, and asking people to Like their favorite products in order to drive merchandising for big holidays like Mother’s Day.
  2. Adopting social media platforms to tell customer stories and encourage user-generated content.
  3. Using these public forums to improve customer service.

In an exceptionally insightful and creative move, last year a few weeks before Mother’s Day, McCann’s team invited moms to visit the 1-800-Flowers Facebook page and Like their favorite bouquets. Those Likes predicted four of the five best-selling bouquets for the Mother’s Day season. To connect the online and offline 1-800-Flowers experience, the company encourages customers to photograph the moment when 1-800-Flowers came to “deliver a smile” and to share stories. McCann notes these are among the best ways to increase brand awareness and convert users into customers.

Social media marketing is only as good as customer engagement

With Wings 1 and 2 of The Dragonfly Effect nailed down, 1-800-Flowers got Wings 3 and 4 humming by engaging moms and families to share stories, vote on products and otherwise take action. Customers uploaded user-generated content including photos and stories of what motivated them to send flowers.

Says McCann, “Within the past year, we’ve transformed our way of thinking. Now we look at every application and every business function and make sure it has a social element to it… And we measure success by level of user engagement.”

How engaged are your customers? Are they telling stories of their experiences with you and becoming natural brand ambassadors in the process? If they’re not, do you think they might if  you made it fun and easy for them to share?

Let us know how social media marketing is working for you — and let us know if it’s not. We build our community by sharing stories that help people achieve their goals, and we’d love to share yours!

In 2012 Elections, Politics Live Through Social Media

Obama Campaign Poster 2008 Change Four years ago, Barack Obama’s presidential campaign made “Change we can be part of” the new political message. Since then, citizens have taken to the Web politically and also, despite predictions to the contrary this has complimented and inspired action in the streets in ways America hasn’t seen since the Vietnam War. This desire for social change comes from within us, but it’s social technology, specifically social media that has brought us the capacity to each and every one of us to act and achieve meaningful impact.

Occupy Wall Street and MoveOn.org

Over the course of seven months in 2011, Occupy Wall Street coined and proceeded to burn the term the 99 percent into our collective consciousness. Protestors inhabited the spaces of the 1 percent, grabbing worldwide attention. Social media played a key role in putting their activities on the map including:

MoveOn.org uses its massive email database to get people to sign petitions quickly, and share those petitions with friends through social networks, especially Facebook. The progressive political organization is also providing free activism training through which participants can “join to reclaim our country, one neighborhood at a time.” This effort, Move On’s The 99% Spring provides an 8-part, 90-minute training session; 10 national action days in which to participate; and an online community where you can create your own 99-percent Spring event.

Republican social media and the Tea Party

Conservatives will not be outdone in in the social space in 2012 as as they were in 2008. Perhaps one of the most to-the-point and immediately useful political, social media efforts is the website simply named Republican Social Media. The site provides up-t0-the-minute feeds of 18 different political figures, including these five heavy-hitters:

T-Shirt from the Romney campaign featuring Romey's Twitter handle

  1. Mitt Romney’s 3 campaign accounts
  2. Hilary Rosen
  3. Michelle Obama
  4. Republican National Committee
  5. Ron Paul

The website is simple and does the job: A splash page gate keeps instant access to the most commonly recognized social media tool used by prominent political figures, Twitter. Perhaps the most sought-after Twitter handle, @politics does a good job of addressing issues important to both sides of the aisle.Home to one of the most successful 3rd parties in history, the Tea Party Patriots have their “Official Home” page, where visitors must declare your allegiance to the Tea Party in order to create an account and participate. That’s their private blog. Then there’s the red, white, blue and flashy version with featured Tea Party bloggers and contrary opinions.

The next wave of social media in politics

From the Arab Spring to the Washington Post to Republican strategist Wesley Donehue’s warning on “The danger of  Twitter, Facebook politics,” the conversation continues. Whether they’re conservative or very liberal — voters are participating in the online conversation around politics. Global or local, today all politics are social. For those who want to track their candidate or party’s social media performance, a new platform called Whistlestop is now in Beta. You can read a detailed description of its functionality by our friend Leena Rao at Techcrunch. With so many opportunities to participate in our democracy, what political action will you be taking this campaign season?

In 2012 Elections, Politics Live Through Social Media

Obama Campaign Poster 2008 Change Four years ago, Barack Obama’s presidential campaign made “Change we can be part of” the new political message. Since then, citizens have taken to the Web politically and also, despite predictions to the contrary this has complimented and inspired action in the streets in ways America hasn’t seen since the Vietnam War. This desire for social change comes from within us, but it’s social technology, specifically social media that has brought us the capacity to each and every one of us to act and achieve meaningful impact.

Occupy Wall Street and MoveOn.org

Over the course of seven months in 2011, Occupy Wall Street coined and proceeded to burn the term the 99 percent into our collective consciousness. Protestors inhabited the spaces of the 1 percent, grabbing worldwide attention. Social media played a key role in putting their activities on the map including:

MoveOn.org uses its massive email database to get people to sign petitions quickly, and share those petitions with friends through social networks, especially Facebook. The progressive political organization is also providing free activism training through which participants can “join to reclaim our country, one neighborhood at a time.” This effort, Move On’s The 99% Spring provides an 8-part, 90-minute training session; 10 national action days in which to participate; and an online community where you can create your own 99-percent Spring event.

Republican social media and the Tea Party

Conservatives will not be outdone in in the social space in 2012 as as they were in 2008. Perhaps one of the most to-the-point and immediately useful political, social media efforts is the website simply named Republican Social Media. The site provides up-t0-the-minute feeds of 18 different political figures, including these five heavy-hitters:

T-Shirt from the Romney campaign featuring Romey's Twitter handle

  1. Mitt Romney’s 3 campaign accounts
  2. Hilary Rosen
  3. Michelle Obama
  4. Republican National Committee
  5. Ron Paul

The website is simple and does the job: A splash page gate keeps instant access to the most commonly recognized social media tool used by prominent political figures, Twitter. Perhaps the most sought-after Twitter handle, @politics does a good job of addressing issues important to both sides of the aisle.Home to one of the most successful 3rd parties in history, the Tea Party Patriots have their “Official Home” page, where visitors must declare your allegiance to the Tea Party in order to create an account and participate. That’s their private blog. Then there’s the red, white, blue and flashy version with featured Tea Party bloggers and contrary opinions.

The next wave of social media in politics

From the Arab Spring to the Washington Post to Republican strategist Wesley Donehue’s warning on “The danger of  Twitter, Facebook politics,” the conversation continues. Whether they’re conservative or very liberal — voters are participating in the online conversation around politics. Global or local, today all politics are social. For those who want to track their candidate or party’s social media performance, a new platform called Whistlestop is now in Beta. You can read a detailed description of its functionality by our friend Leena Rao at Techcrunch. With so many opportunities to participate in our democracy, what political action will you be taking this campaign season?