Question

Topic: Book Club

Citizen Marketers: Health And Social Issues

Posted by Anonymous on 1/10/2007 at 6:21 PM ET 500 Points
The book focuses primarily on examples of citizen marketers promoting commercial products and services. While individuals focusing on a particular health issue or trying to create social change have been around for quite a while on blogs and message boards, I'm wondering if anyone has examples they can share of noncommercial issues inspiring citizen marketing-type action. Recently on the Daily Fix we had some discussion of the Movember campaign, which inspired men to grow a moustache during the month of November to raise awareness of men's health issues and then share their experiences on the campaign website. Any other examples, or thoughts about citizen marketing for health and social issues?

Nedra

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Moderator Note: This discussion refers to the book Citizen Marketers by Jackie Huba and Ben McConnell (topic: social media). Click the title to buy the book from Amazon. Then join the conversation. We'd LOVE for you to participate!
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  • Posted on 1/10/2007 at 6:35 PM Member
    I'm glad you raised this question (as you are perfectly suited to do so with your background!). Insofar as "social" does that span political? The political communities are explosively active and define themselves as social change agents...as change on the issues, or maintaining the current laws/bills, is what they seek.

    Obviously Dove's "Campaign for Real Beauty" is commercial since Dove is looking for more market share--but the effort has caused many discussions over socially responsible practices regarding the images and messages that fashion and media are sending to today's women, especially young girls. And I think the awareness has had a positive effect.
  • Posted on 1/11/2007 at 11:20 AM Accepted
    I think that MoveOn has done this better than anyone. They are the premier example of an organization using the internet and letting their membership drive their priorities.

    Two great examples are first, recently they chose to let members of the online community submit the issues they thought MoveOn should work on and now they are following through. For those of you interested the top 3 choices were government accountability, global warming, and health care for all. If you have followed the group at all 2 out of 3 of these issues are a departure from their normal work which to me is exciting.

    The second example was the Bush in 30 Seconds contest where over 1000 people submitted ads featuring the President. Then the membership got to choose their favorite videos with the top one being run on national television.

    Hopefully this is more of what you were looking for, as this area is a passion of mine (I work for an environmental organization) I would love to discuss this further.
  • Posted on 1/11/2007 at 7:55 PM Accepted
    Have you seen the MyStateOfTheUnion MySpace site?
    https://tinyurl.com/y27kpt Hmmm.

    Seems MySpace and YouTube are finding ways to connect with people interested in social justice issues. YouTube, with their contest section. MySpace with their growing number of nonprofit sites as a way to grow community and find like-minded people.

    Ahh, what a great time to work for a nonprofit!
  • Posted by Drew McLellan on 1/12/2007 at 1:56 PM Accepted
    Nedra,

    great question. I think we are going to see health/social causes grab onto this with both hands. They have been looking for a tools like this for years -- they just didn't know what to call what they needed.

    Citizen Marketing is perfect for these groups because:

    ~ It does not require a lot of capital or equipment
    ~ It can be done on the fly, as events change
    ~ They can rally others who share the same passion
    ~ It's a heart thing so they are less likely to care about control/making money
    ~ They are used to groundswell kinds of activities so this isn't scary
    ~Citizen marketing gives them a bigger, stronger, more authoritative voice than they'd ever be able to buy or build on their own

    I predict some of the early success stories will be in these categories. What do you think?
  • Posted by Drew McLellan on 1/15/2007 at 11:00 PM Member
    Nedra,

    I wish I had a more sophisticated answer. But I think we have to just wade into the water. I think we invite them in, teach them the skills, teach by doing and hopefully some of them will catch the fire.

    I think its like the good old days of websites. Remember when we had to remind clients to put their URL on their letterhead. (Did I just date myself?)

    What is now mainstream -- a website, was once avant garde. Social media/citizen marketing is the latest version of that. I am sure we'll be telling our grandchildren that we were around BEFORE blogs and they will be astonished.

    I don't think it's going to be neat, organized or pretty at all. But, I think over time, it will be effective.

    Drew
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