Its influence is broad and is relevant to those of us who make and sell stuff .
This year the USA have been through a presidential campaign where social activism has been
at its height.
In the UK we had the London 2012 games in volunteer games makers and ambassadors did a great job to help the greatest sports party in the world work brilliantly. They were knicknamed the twitter games.
In the UK we had the London 2012 games in volunteer games makers and ambassadors did a great job to help the greatest sports party in the world work brilliantly. They were knicknamed the twitter games.
“The students
are revolting !” - Change merchants extraordinaires.
A provocative claim from Nancy Lublin CEO of DoSomething.Org
was that "change is the domain of young people".
Just think of the student protesters in Tienanmen Square in 1989 standing in front of that tank. The civil rights movement was as much worked by the many young people in the lunch counters queues, those refusing to sit elsewhere on the bus etc.. The LS Occupy movement even brought a positive response from the spokesman for the Bank of England.
Just think of the student protesters in Tienanmen Square in 1989 standing in front of that tank. The civil rights movement was as much worked by the many young people in the lunch counters queues, those refusing to sit elsewhere on the bus etc.. The LS Occupy movement even brought a positive response from the spokesman for the Bank of England.
One of their key ‘weapons’ today is that young people ‘ get
social’.
Nancy Lublin stressed
6 key areas that changes by the young can be harnessed in selling of social
activism campaigns from her experience with DoSomething.org .
Her talk given to a New York Public broadcaster was also
aired by BBC radio 4 Four thought programme. BBC I player site http://www.bbc.co.uk/programmes/b01p7bxt
1. Choice – Multiple options Ice cream
flavours, cocktails
A superfluity of choice may have little to do with quality, but we live in a world
of Ben and Jerry’s of seemingly endless accessories and applications.
The Proliferation of phone covers, ‘Apps’ offers choices.
The Proliferation of phone covers, ‘Apps’ offers choices.
It always interests me how many American business people use
the word ‘vanilla’ ( ice-cream) in a derogatory sense meaning bland or the limits of a one trick
pony offering. Yet really good vanilla
ice cream is takes a ot of beating.
Similarly a straight forward gin martini is superb but for the moment the 'less -s-more' philosophy is taking a back of stage position.
Similarly a straight forward gin martini is superb but for the moment the 'less -s-more' philosophy is taking a back of stage position.
Nancy’s illustration was her fondness for Peanut butter. In
her youth there were just two versions Jif or Skippy Peanut were the offering. But now there’s
low calories , low salt etc.
2. Customisation – they don’t buy albums they
buy songs they remix or they rent them.
Theymake it their own and
localise it. They build their own play list.
3. Leading from the middle
For many, the power of crowd sourcing is quite a game
changer. Lublin offered different label to the 'old skool' innovator, laggards
mass market categories of conventional product life cycles.
Lublin labelled the audience categories of a social activism campaign as Presidents -VP
-Followers –Slackers
She emphasised that her campaigns were weighted towards Vice
presidents and followers. Apparently on social media most people are sharers
and followers in the sense on clicking on share.
4. Speed
Today communication signals are sent and received shorter and short time lengths.Back in the day a car took 7 years to be developed now it is probably under 18 months from CAD to first model off the production line.
The typical campaign length for social activism from launch through living to it’s death for Do.Something.com is six weeks.
5. Cost
Social activism campaigns amongst young people must consider
cost. i.e. NO COST
A paradigm for DoSomething.com for social activism campaigning with young people means a
campaign must involve no money, youngsters don’t have much. It must not involve
adults since independence from the power of adults is a crucial value .Campaigns must not
depend on cars.
6. Wired
Young folk are master jugglers of technology. They are
continually on multiple devices. A study showed they are capable of juggling
9-11 activities at any one time. Adults are nearer to 5-7 devices- although I
am not sure I can even manage that many!
Text messages have very high open rates. Lublin's campaigns begin with a text to get folks
to opt in.
The key is to make this multi choice and multi-channel as
easy as possible for your audience.
Take a look at DoSomthething.com site click on http://www.dosomething.org/
Related links
Click here for
1. Occupy's influence acknowledged by Bank of England
2. Selling methods of Peaceful protest
Take a look at DoSomthething.com site click on http://www.dosomething.org/
Related links
Click here for
1. Occupy's influence acknowledged by Bank of England
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