Movember is about much more than growing a mustache, it’s also about putting a new face on men’s health issues. When I first heard about No-shave November I didn’t know about the connection to men’s health, so I had no reservations about shaving my mustache for a job interview. But a year later when my new employer sponsored Movember participants I learned all about their fundraising for cancer research and raising awareness for health issues such as prostate and testicular cancer. For a third year I’m participating in Movember, but the history of Movember actually goes back much further and serves as a great case study of using social marketing to promote men’s health.
When Movember started in 2003 it was just a fun idea between two friends in Australia, but it quickly grew into a global phenomenon. Within a couple years their small group of friends expanded to reach thousands in Austalia raising millions of dollars for prostate cancer research, incorporating into the Movember Foundation by 2006. Gaining charity status in the US in 2009 helped the organization grow abroad, but also to attract partners to their cause alongside individual participants. Today Movember has nearly 1 million participants in 14 countries who raised over $100 million last year.
Key to Movember’s success is not just the great cause it supports, but also the global marketing campaign that promotes it. Anyone who visits their website will be impressed by the creative media ; everything from videos starring famous mustachioed celebrities to personals flyers and smartphones apps, used by participants and for supporters of Movember. But perhaps the most important promotional tactic is much more personal- their mustache growing participants:
Mo Bros effectively become walking, talking billboards for the 30 days of November. Through their actions and words they raise awareness by prompting private and public conversation around the often ignored issue of men’s health.
Another popular part of Movember is their own social network, MoSpace, which gives each participant their own page to raise funds and interact with supporters. Mo Bros and Mo Sisters use the social network to make updates on their progress and also allows them to share their Movember campaigns on other social networks. The site also serves means to personalize their Movember efforts within their social group, a proven tactic whether to raise funds or awareness within a social marketing campaign.
Comparing how the Presidential candidates are using new media this year, the 2008 race looks like the social media stone age. Back then Myspace was still the largest social network, Facebook was considered a mainstay for mostly students, and the most followed account on Twitter was then candidate Barack Obama. That campaign was noted for it’s pioneering use of new media, at a time when few politicians had social media profiles, but the benefits were immediately understood and adopted by nearly every campaign since 2008.
I never thought it could happen to me, but last year I had an iPhone stolen out of my own hands while riding the subway late one summer night. Even though I had read news stories and blog posts before about how the theft of smartphones and iPads was becoming more common while riding public transportation, I thought I was safe until I became another victim.
My first instinct was to share my experience through social media, where I learned that a few more of my friends had also had their phones stolen riding the subway. A little further research led me to see the problem was growing across the US, and that many more shared my frustration being unable to recover my handset, even using the Find My iPhone feature. Most recently, in acknowledgment of the growing theft problem the FCC proposed changes to how the carriers manage reported thefts, hoping to help consumers avoid the hefty costs often associated when their stolen phones.
As television networks kick off the upfronts introducing new programs and picking up where existing series left off, there is increasing conversation about using social media to connect fans and viewers with their favorite shows, as well as how many may be cutting-the-cord altogether. Full disclosure: I’m an employee at Nielsen, who have a great perspective of cross-platform insights into what consumers watch, but the measurements shared in this post are my own and are not necessarily shared by my employer.
First, here’s a funny and surprisingly accurate primer on how TV viewing is measured in the US (from Jess3 and ESPN):
For the last two years I’ve been using social media tools like Get Glue, Miso, and IntoNow to track my viewing and to share my favorite TV shows with friends. These social networks use websites and smartphone apps to encourage more social viewing, opening up the sometimes isolated TV watching experience by connecting viewers who check-in to the same program and generating conversations among fans of the shows. For example, here are some of the shows I’ve checked-in to most recently: Continue reading TV by the Numbers: How I cut-the-cord and share my viewing online→
As a communications professional I see my work not just as copywriting, but ideally to tell stories through my writing. My storytelling can take many forms through the written word, including blog posts or social media, and even tactical media like press releases or fact sheets. But of course writing isn’t the only way to tell story, and as a visual storyteller I’ve created a number of infographics
and visualizations that intergrate data with images and text to help make complex stories more accessible. Not to mention my work as a film student writing and editing short stories in video.
Another kind of visualization that is helpful for telling narrative stories is a timeline, which spacially represents key events over time. In a timeline events can be as significant as a milestone/landmark developments which culminate from continuous iterative progress which is illustrated over time, or as simple as a tweet/status update that shows a conflict’s initiation/resolution. And like all narrative storytelling there are key elements like context/setting and esclating conflict which should be resolved by the end. Continue reading Using Timelines for Visual Storytelling→
Ever since I started blogging in 2004 I’ve been trying to better understand my audience of blog readers through stats like unique visitors, pageviews, social media shares, or the number of comments readers add to each post. Analyzing these data points gives me a better a understanding of which pages interest my visitors most, and helps me think of new blog posts I hope will resonate with my audience. As an online marketing strategist I also try look at how readers come to my blog, focusing my efforts on what content I can offer which will introduce new readers to my blog, as well as how to connect with them outside my own website.
In the interest of trying to become more transparent as a blogger, here’s a look back measuring my own blog’s audience during 2011:
A New York City subway train holds 1,200 people. This blog was viewed about 4,900 times in 2011. If it were a NYC subway train, it would take about 4 trips to carry that many people.
In 2011 there were 15 new posts on the blog, growing the total archive on this blog to 61 posts so far.
Twitter and Facebook were my main sources of referral traffic, but increasingly Google+ brought new readers to my site.
I’ve had far fewer comments in 2011 than in previous years, and average less than a comment per post.
My most read posts in 2011 were actually from previous years, bringing in visitors searching for “Twitter internships” and how to become “Social Media Marketers“, showing the long-term value of SEO built through blog writing.
Looking back on 2011, I wanted to recap my favorite internet memes, music, trends, and more during the year which saw many changes in communications and technology. Until recently I’ve posted a monthly list of my favorite ideas on this blog, and though I’ve lapsed these updates I still share my favorite media on my Tumblr blog. Every day on Tumblr I share the best memes, infographics, viral media, and ironic links, many of which contributed to this list of Top 11 memes.
Not only is Facebook increasingly synonymous with social media usage, but it’s ubiquity reaches more than 7 out of 10 web users every month, and a growing number of weekly and daily users like myself. Here’s a few more ways to understand the impact of Facebook:
Time spent on Facebook accounts for about 1 out of every 5 minutes time spent online every month, and the most total time of any website.
My 550+ friends on Facebook represent only a fraction of Facebook’s 800+ million registered users, but it represents a historic shift in creating larger circles of friends. Thanks to Facebook’s ubiquitous popularity, I’m able to keep in touch with friends in high school and college who live hundreds (and thousands) of miles away, whereas only a few years earlier I would more easily fall out of contact with my friends. Since I grew up in the Facebook generation, I’m not alone in using the social network to keep loose-ties with old friends following my own graduation and relocation to New York City. Here’s a few more stats about how I use Facebook to connect with friends:
5 years ago I reluctantly joined the social network, admittedly at the behest of Lauren Reid who wanted to make our relationship “Facebook official”. I’m happy to say we’re still “in a relationship” (even though only 24% of my friends are single), and that I’ve been hooked on Facebook ever since. Here’s how I used Facebook when I first started:
I’ve seen this social network grow from a core of friends and college classmates into an everyday network of family and friends used by some people I never thought I’d interact with online; most recently my Mom even signed up! You can connect with me through my Facebook profile or by becoming a fan of my Facebook page for this website.
Last month Nielsen (my employer) released a new State of the Media report focused on social media use in the US and around the world. This report offers a unique snapshot overview of the social media landscape, using measurements of consumers’ behavior in their browsers rather than survey data. It reveals not only the significant growth among the population visiting social networks and blogs, but also who makes up the audience on these sites and how they use social media. Here’s a few highlights of its key findings and takeaways:
More than 4 in 5 American who are active online visited Social Media websites within the last month
About a quarter of all time spent online is using Social Networks & Blog sites, more than twice as much as the next nearest category of websites.
Facebook is by far the most popular social networking website globally, and in the U.S. Tumblr is among the fastest growing
Growth in social media users comes from people of all ages and increasingly among those aged 55+, making social media more representative of the online population overall
As a member of Nielsen’s global communications team (full disclosure), I helped research and write this report, working together with our thoughts leaders/experts and designers to create compelling data visualizations that help convey Nielsen’s insights into consumer behavior. The response to the report has been overwhelmingly positive, with coverage by key news media and thousands of links shared across social networks. Of course all ideas/opinions expressed on this site and in social media are my own (and are not necessarily shared by my employer), so hopefully you find the analysis and insight in this report as helpful as I do.
I’ve wrote before that Twitter has inspired a fixation by online marketers like myself because of how it can be measured. Since my previous post, Twitter has continued to grow its influence among newsmedia, brands, and consumers around the world. Even among experienced Twitter users like myself, Twitter use has changed significantly over the last year as the social network broke records and even breaking news. As of writing this blog post, marking my first 4 years using Twitter, here’s how I’ve used Twitter:
I’ve posted over 16,100 tweets in four years, almost double my total since April 2010, and average 11.3 tweets per day and 328 tweets per month
I’ve gained 1677 followers, about 2/3rds more since March 2010, and I’m following about twice as many Twitter users (1347) as I was during my prior blog post measuring Twitter
In celebration of my 5th year using Twitter, I wanted to update my status about how I use the social network, so I created this infographic using Visual.ly to help illustrate my use on Twitter as of September 2011: