Direct Mail Versus Social Media and Email

Digging For Victory Interview

Digging For Victory - ABC Canberra - Australian Broadcasting Corporation

(Listen to my interview with ABC Radio.)

I'm currently involved in a wartime Australian garden with a novel twist.

In 1942 Australian families were encouraged to grow their own fruit and vegetables as part of the national war effort. The Dig for Victory campaign proved highly successful. 

As part of Floriade 2011 the Australian War Memorial is recreating a wartime backyard garden which hopefully inspires today's gardening family with an eye on the environment and looking to be more self sustaining.

More details.

Is Ten A Magic Marketing Number?

I recently read an academic paper that theorized that committed activists in  10% of the population, over time, could change the attitudes of the remaining community.

At least that is what I think it meant.  Crammed wall to wall with graphs, equations and symbols the paper was barely readable.

In the Rogers and Hammerstein song "Stout Hearted Men", the late Nelson Eddy calls for ten brave men to join him and change the course of history.  And for centuries military structures  have used ten as the basic building block for sections and squads,  the fundamental units involved in action.

So is ten some knind of magic number or tipping point when it comes to communicating ideas and generating action?

What do you think?

Great Use Of Marketing By Mobile Phone

Great Advice for Not For Profit Social Media Newbies

Last Friday I shared a speaking spot with Stephen Fox of Melbourne-based digital company Reactive at the annual YMCA marketing forum.

A social media guru if ever there was one, Stephen offered great advice for not for profits embarking on social media.  He suggested they need to get the fundamentals right upfront including: 

• Setting a social media governance framework with clear boundaries. 
• Resourcing social media efforts and train those who manage social media platforms. 
• Monitoring and listen in to social media platforms before you start to advocate. 
• Using a personal voice because corporate speak does not cut it in social media. 
• Engaging, supporting and responding to others with valuable information.

Of particular interest Stephen shared tips  to raise funds or advocate an issue on social media:

• Give people a simple call to action – something they can easily do online to contribute or participate.
• Provide fresh content as the campaign unfolds.
• Tell people your targets and graphically show how and where you are achieving them. 
• Show who else is involved.
• People appreciate acknowledgement so find a way to recognise those who donate dollars, time, and effort or otherwise support your cause.      

Based on Stephen’s knowledge and enthusiasm, I think his company would be a natural fit for any Melbourne not for profit wanting a social media campaign with integrity.