In several recent campaigns, mobile technology proved to be an important tool. It’s easy, fast, and accessible features make it extremely valuable for any campaign. Whether it’s holding a contest, fundraising, petitioning an issue, or updating followers on the status of a campaign, mobile technology is simply the ultimate way to connect.

These days, everyone has a mobile phone (or cell phone). In fact, they’ve become so commonplace that, if they’re not chock-filled with the newest gizmos and gadgets, people won’t buy them. Cell phones have gotten so technologically advanced that they’re called “smartphones” instead. Cell phones aren’t used just for phone calls anymore, too. They can search the web, stream video, connect to social networks, message each other via SMS (text messages), and play music.

Social networks are increasingly being used various PR and Marketing campaigns. Social media, in general, has become a standard tool to increase the reach and visibility of campaigns. So, it’s not surprising that utilizing mobile phones, which easily connect to a multitude of social media outlets, would become popular. But I doubt anyone knew how popular this would get. People have begun to use their phones to perform the tasks computers used to do. Campaigns have become innovative in their attempts to engage via mobile access. Geo-location programs, like Foursquare, let companies reward consumers for their loyalty. Non-profits, such as the Red Cross, have been able to raise substantial funds from SMS donations. Even more recently, QR Codes (scannable squares – like barcodes) offer information, discounts, as well as many other innovative uses.

Companies can align Facebook, Twitter, a website or blog, mobile marketing, and traditional PR and Marketing tools to create a seamless, user-friendly campaign. Mobile technology should be seriously considered as a useful, cost-effective, and sustainable tool. It’s ability to go anywhere trumps every other method of reaching an audience. In order to reach your target audience, you need to find where they are. Well, look no further – it’s probably in the palm of your hand.

Related articles

• New Technologies as Social Media Tools (icemanbaldy.com)
• 10 Ways to Leverage Mobile Technology for Marketing (hubspot.com)
• New QR Codes Emulate ‘Hobo Symbols’ Of The Past (newyork.cbslocal.com)

Recently, the idea of Corporate Social Responsibility (CSR) has become popular. So popular, in fact, that CSR is now almost standard protocol for most companies. For those unfamiliar with CSR, the gist is businesses would embrace responsibility for the impact of its activities on the environment, consumers, employees, communities, and stakeholders. CSR-focused businesses proactively promote the public interest by encouraging community growth and development, and voluntarily eliminating practices that harm the public. Essentially, CSR is a triple bottom line: People, Planet, Profit.

Unlike foundations, companies aren’t legally required to disclose detailed information about their charitable giving. However, failing to maintain a good corporate image may not negatively impact a corporation’s bottom line in the long run, but it will certainly damage the firm’s reputation. The question at hand is: Why is CSR really becoming so popular?

1. Customers Are Fed Up – Large corporations have taken advantage of customers time and time again. Stories of greed, such as Bernie Madoff, are too common yet, in most instances, there are few consequences. The only way customers could be heard was to take their business away from morally corrupt companies and focus on socially responsible businesses. In an attempt to stay afloat, corporations had to listen to their customer’s sentiments or risk being ostracized. The Internet has provided customers with a window into the inner-workings, a voice, and more control. By using social media, the general public is essentially in charge of dictating a company’s giving.
2. The Domino Effect – If you can’t beat them, join them. As more companies adopt a CSR strategy, a company’s reputation could be damaged if they don’t have a similar strategy. In a peer-pressure-style environment, companies are backed into a corner and have no choice. However, it’s important to recognize that aren’t truly “victims” in this situation. There are plenty of benefits, financially and reputation-wise, that make CSR mutually beneficial for the company and the public.
3. It’s An Ethical Obligation – It’s possible that things have gotten so bad, genuine empathy is driving the CSR trend. Such a wide spectrum of people have been effected by an economic depression, natural disaster, or another event equally devastating. It’s possible the trend isn’t corporate, but personal. The senior executives see the despair and the lack of relief – or are experiencing it themselves – and decided to step up to plate. Of course, this probably isn’t the case but as younger generations become senior executives, it may not be that outrageous.

What do you think is creating this influx in corporate philanthropy?

Do you think it will last?

What’s next?

Related articles

• Making the Case for Corporate Social Human Resources: Are You Prepared for HR 3.0? (blogs.forbes.com)
• Corporate Altruism: The Blurring of the Lines Between CSR and Cause Marketing (bethkanter.org)
• Business approach to CSR: An interview with PwC’s Jeff Senne (triplepundit.com)

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Typically, the younger audiences aren’t targeted for donations or volunteerism. Perhaps there’s an assumption that the youth don’t have money to give or that they simply don’t care. Guess again…and re-focus your campaign.

Gen-Y has become a major force in social change. They’re more active, more social, and are able to motivate themselves in ways other generations have never done. What has changed?

There are a few reasons for the shift that may explain this trend:

To begin, the poor economy has affected philanthropic donations. Consequently, there were more $5 donations than $1000 donations. In fact, single donors made up roughly 70 percent of all donations. I think it’s safe to say we can all afford $5. By making the amount affordable for every generation, there’s more potential donors.

Another increasingly useful tool is the cellphone donation. In the days where cellphones outnumber land-lines, campaigns can reach a larger audience without paying more. Gen-Y is guilty of being inseparable from their phones and use them for just about everything. Sending a quick text is easier than calling a hot-line or mailing in a check…and it’s FAST. Here are some examples of successful phone-driven campaigns:

1. American Idol – Besides encouraging viewers to vote for their favorite singer, American Idol requested their enormous audience to donate to global social issues via SMS (text) in the Idol Gives Back campaign.
2. Haiti – In the days and months after the devastating earthquake in Haiti, several organizations asked for donations of $5-$10.
3. Gulf Spill – The recent oil spill in the Gulf of Mexico has caused serious damage on multiple fronts. While measures to stop the leak continue, donations for the local residents, wildlife, and water are possible via text.

Some campaigns are ahead of the curve. Products that Gen-Y buy have enough influence to evoke some empathy and motivation. For example:

1. Concert for Haiti
2. White Castle/KFC
3. Pepsi Refresh

Finally, social media networks where Gen-Y gather can get huge groups to support a cause. Mainly, (and somewhat obviously):

• Facebook
• Twitter
• Open forums and chatrooms

It seems that the cause for the disparity between generations social participation is the significant difference in technology. Gen-Y is very technically hands-on. They share information on broad, loosely defined, networks. They are comfortable using new forms of social networking and spend a lot of time on them. All these new tools allow them to be connected 24/7, while other generations talk, get news, and spend time differently.

Related articles

• Embrace the Gen-Y Stereotypes (itsjosipnotjoseph.com)
• Your Business Will be Run by Gen-Y – Get Over It (startupprofessionals.com)
• Gen Y, Social Media, and Learning in the Digital Age (debaird.net)

Posted July 30, 2009 — Social Media Revolution: Is social media a fad?

Or is it the biggest shift since the Industrial Revolution? This video details out social media facts and figures that are hard to ignore. This video is produced by the author of Socialnomics.

For more information on the creator of the video, Erik Qualman, please visit his blog:

http://socialnomics.net/