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Healthcare little pulse on Facebook: Where is the campaign?

This is a chart of the number of walls that talk about health care in Facebook.

It is surprising that there is so little change over the last several months. If the progressives are actually going to influence the undecided on health care they need to find a way to enable people to bring health care battle out into these edge networks. The movement of people that were behind Obama are not carrying his message on health care into their social networks. It looks like there was more chatter about health care before the election.

The campaign to spread that message on health care is too centralized in the administration. And merely tracking the amount of chatter on the issue demonstrates that it has moved to an inside the Beltway issue.

For each policy initiative the White House needs to make sure that the talking points and facts are presented in a way that they are viral and encourage people who want to spread the to date and clarity on the issues to take these facts into their social networks.

 


Social Movements are Self-Serve

I have been thinking about the differences between between supporting a campaign and supporting a movement. Is there a difference? Is it in the leadership or vision or direction? Is it in the approach?  How is the environmental movement different from the campaign on toxics?  If your job is to support a movement, how is that different from campaign planning?  Is it possible to think of design goals and challenges to supporting a social movement?

Campaigns focus on creating targeted change and encouraging others to work on the pressure points someone has identified and that someone has figured out the messaging on. Social movements are really about many campaigns and many messages.

Campaigns are “serve me”. Social movements are self-serve. 

In a movement, you need to support leaders and scale by working to attract more people into leadership.  In a campaign, the leadership is known and others opinions on the campaign direction are just a distraction.

It is interesting because that distinction plays out the entire strategy on how you deploy the limited resources you have to make a big difference.  If you are campaigning, you need to be directive, manage your resources and control each investment to move the campaign along a known trajectory.   People within a movement run campaigns. However, if you are building a movement, invest in lowering barriers to participation, invest in viral training, invest in peer to peer connections, invest in tools and services that are self-serve and therefore scalable.

Building self-serve systems requires a completely different design.

We have self-serve banking, appointment scheduling, health-care, self-serve ticketing from airlines, self-serve gasoline, checking bags, shipping, customer support, etc.etc.  Self-serve movements can use these same guidelines for self-serve design to help our thinking about movements. This reading made me really think hard about the campaigns that do this and those that don’t:

Rule #1 Provide a Benefit to Customers

Rule #2 Make Transactions Intuitive

Rule #3 Show Customers What to Do

Rule #4 Choose the Right Locations

Rule #5 Beware of Legacy Systems

Rule #6 Take a Test-Drive

Democracy and  Human Rights to Kiva, DonorsChoose, NPR, Alex’s Lemonade Stand… Movement Approach.  Are you investing in a way that supports the growth of a self-serve movement ? Or are you putting money into campaigns? Both are fine but we to often confuse investing in campaigns as part of movement building.


Shifting the Costs of Organizing to the Community

This riff is interesting. It raises further questions about the inefficiencies arising in the current way that we organize.  The cost of organizing shifting heavily onto those organized.

Political organizing is inefficient to the end user.  They give us support for one issue ..like save polar bears and then the “good organizer” uses the political engagement on the polar bear by extension to advocate for all endangered species work.   You like the GOP stand on the 2nd amendment, next thing you know you are part of a “political base” being leveraged to fight against health care or expected to ignore human rights abuse.  You support a charity as it works with the poor and then hear your numbers counted among the millions against gay marriage.  Parties and institutions have leveraged political capital worse than the wall street traders playing with mortgages. Lackoff, American Environics and others continually point to the complexity of people’s opinions on issues but they are not pointing to the huge institutional interest in convoluting and working to cluster people unnaturally. 

Organizers do this everyday. They leverage past organizing to appear more organized on current issues and to pretend they have proxies to engage in anything centralized leaders and experts believe in-line with group brands.

Markets and networks will continue to squeeze these “inefficiencies” out of our system of organizing.  Information transparency will expose more of this cycle. Additionally, one-off campaigns and adhoc campaigns will demonstrate that they can assemble resources quickly and make a difference (Actblue, Donors Choose, Kiva, Microvolunteering, petition site,  etc.) The “build your own” model to engagement will evolve and eat away at the need to give “vouchers” to let others speak for you.  We will see a flip-flop of political weights.  It used to be that the size of the groups engaged base was what was more important and that these groups of joiners represented the “super-engaged” and the hardened activists. It will ultimately, be that the groups become the repositories for the lazy activists that would rather trusts a brand while the super engaged will actively shop, engage and focus on a variety of issues without needing to sacrifice clarity that is always much more complex then what our groups can represent.   Why will this happen? Because the costs of organizing has now shifted onto the end user AND the most valuable  connections you will respond to come form friends that you have relationships with.

 

Costs Have Shifted to the Consumer

The shift that has occurred is that the relevant costs to the recipient are now the dominant ones. If you think about sending out mail ten or twenty years ago, the cost was twenty five cents, which the sender had to pay. The intelligence used to sit on the side of the sender, for instance, Capital One carefully figuring out whom to target. But, with electronic communication, the costs have shifted to the recipient, our time, our attention, our cost to deal with the interruptions. My belief is that it’s not primarily a technology play, but it’s primarily a people play where people provide metadata, data where they predict how important their communication is for you, and then a model negotiates, over time. Given their reputation, how much you should be interrupted and whether given the situation you are in, which of course you devise measures much more finely than ever before, you should be interrupted or not.

people & data » featured

 

With communication being free and instantaneous, attention is increasingly scarce. Economics is the science of scarcity. So, that’s why we need to develop an economic model of communication. Before, scarcity was on the side of the senders (time, money). It was impossible for firms to communicate effectively with large numbers of people at once, and communication/coordination between customers was even more difficult.  There was no way for an individual to effectively reach a broad audience beyond a very limited radius.  But the communication revolution has brought about many changes.  At first glance, this seemed to be great for companies—it’s now almost free to bury customers in ad campaigns!  However, now that the scarcity has shifted to the recipients (time, attention), communication needs to go beyond transactions and move to relationships. In fact, the value of relationships is greater than the value of transactions.


Customer Feedback Meets Ideas for Netroots Nation

image 

Customer Feedback & Ideas for Netroots Nation

Netroots conference using UserVoice to sort questions from the large audience. It will be interesting to see how the questions that emerge are very much like or dislike the questions professional reporters would ask.


Vontoo: Calling My Campaign

I will be using this asap. The power of voice and phone connected with the web.  I can see a few options from phone bank reminders to a small event, reminders for house parties for everyone in a zip from the database, etc.  It is just another way to leap content and organizing across divides.

Vontoo is a market-leading provider of automated voice messaging solutions. Our robust and flexible product offerings allow organizations of all sizes to leverage the power of voice in order to build brands, drive revenues, increase operational efficiencies and solve complex communication challenges.

When it comes to communication, nothing can compare to the power, excitement and authenticity of the human voice. Vontoo was founded with a clear mandate - to bring the power of voice marketing and communication to organizations eager to leverage its seemingly endless capabilities.

Vontoo


Web2.0 meets listserve? This is an embeddable discussion thread?

This is interesting.  It is a discussion thread that can be ported and embedded around the web.  It could have a nice potential for advocacy groups and creating collaboration and collective action between communities.  It would need a few changes to be one of the “killer” apps for those of us in the nonprofit community.

1. Data tracking and ownership. If I embed it in my site (open site)  I get a copy of the names and data of the people who post from my site (build out data and interest in my salesforce tracking of those people).

2. Data sharing. I can agree that the original person who set up the thread also gets a copy of the data like a PTa or Cancer survivor forum with data going to local group and livestrong (then it becomes a viral organizing tool spreading content and collecting data).

3. Full email integration. If someone posts to a topic I have commented on I get sent an email AND I can respond via email without going online. A copy of my reply goes into the online forum (stay in your inbox or on blackberry).

4. Secure hand off. My website  (from a closed community like Ning or a Drupal site) can allow my logged in people to post without signing in again or needing to go online with everyone who is not logged in getting the post via email.

5. Ad free version.

 

I sent some emails to the developers. This looks interesting make sure you play.

 


Associated Knowledge: Honest Signals in Music

We evolved for a few million years before developing language and another chunk of time before we started developing text and the written word. We are hardwired as a social animal just like ants, bees and monkeys. What are those threads that speak to all of us at that deeper level? Bobby McFerrin shows one of them here.  

As we do communications efforts on campaigns, we need to think carefully about ALL the channels we use to connect and listen to our audience. Most of our issue movements don’t do enough work to organize art, music and image that resonate and harmonize us with our supporters.  (This video made me think of all the art in the Obama campaign or the image masters form the early part of the Bush years.) 

Campaigns, organizers and communications strategy need to make use of art, image and music to slip under the fences that people build in their perceptions. I want to see those campaigns that use the image to frame.  i would like to see art and professional photographers talk about the influence of good art on a campaign.

Great video from World Science Festival link from Associated Knowledge

World Science Festival 2009: Bobby McFerrin Demonstrates the Power of the Pentatonic Scale from World Science Festival on Vimeo.


TargetSpot Internet Radio Advertising

Has anyone used this in campaign and issue work yet?   I would like to see the sympathetic music linked to issue ads to see if they produce any results. I am a big user of  Pandora and I like the idea of seeing country songs about healthcare and cancer and dying linked to Health care reform campaign etc.  Music is so powerful, I have to imaging that linking some songs to issue work has to be effective.

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Advertisers use TargetSpot's award-winning platform to reach and target internet radio listeners with high-impact audio and video advertising. Traditional and web-only broadcasters alike turn to TargetSpot for its unique ability to support the growth of their streaming products and audience through its innovative advertising technology.

Since launch in 2007, TargetSpot has received numerous awards and recognition, including Always On's "Always On Media 100," Inside Radio's "Seven Changing Radio Now" and Radio-Info.com's "Radio's Innovators".

TargetSpot Internet Radio Advertising : About Us


African Americans, Hispanics Lead Mobile Web Growth

This kind of data consistently comes up in online organizing. who has access and what do the trends look like. I thought this was really interesting. I worry a little about the English survey skewing the results but broadband in the home ranging between 37% and 68% means that opinion leaders in almost all the groups will have access.

The Hispanics surveyed reported the highest penetration of cellphone ownership, at 89 percent. On a typical day, 14 percent of English-speaking Hispanics reported playing music and 5 percent reported watching video on a cellphone or PDA. In terms of overall digital activities, English-speaking Hispanics who are online or are cell phone users outscored the other two groups.
The study was conducted in English, so the Hispanic population surveyed was skewed to a higher socioeconomic group, the study notes. When Spanish speakers were factored in to Pew's December 2008 study, the rate of broadband penetration in Hispanic homes was counted at 37 percent, while in the most recent study of English-speaking Hispanics, the rate was 68 percent.

African Americans, Hispanics Lead Mobile Web Growth