Category Archives: Cause Marketing

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Klout for Good: Great Example of the Double Bottom Line Cause Marketing Strategy in Action

 

I’m a big believer in the concept of the Double Bottom Line – doing things that are good for business AND good for the world.

“Klout for Good” is a great example of this concept in action.

The print on the picture is a little hard to read so I’ll share it with you:

“Everyone has influence, and we believe influence comes with responsiblity.  With Klout for Good you can leverage your influence to make life better for others.

Our influencers have used their Klout to educate millions about topics ranging from heart disease in women to World AIDS Day.  Help us drive positive change in the world with Klout for Good.”

I think Klout is putting together the right components to become a very successful company – a service that is needed, the ability to leverage technology to deliver that service, and a focus on the double bottom line.

To learn more about what Klout is doing to make the world a better place, visit: http://corp.klout.com/blog/category/klout-for-good/

 

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Klout For Good: Celebrate Earth Month with World Wildlife Fund!

Klout for Good: Donate your birthday to charity: water!

Use Your Klout for Good

 

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Faster Horses – Why Most Market Research is a Bunch of Bunk – Part 1

“If I’d asked people what they wanted, they would have said faster horses.” Henry Ford
As I was listening to a podcast this morning, I heard some very powerful points that reaffirm my “theory” that most market research is a bunch of bunk.
At the Open Source Business Conference in 2004, Harvard Business Professor Clayton M. Christiansen, explained his theory of disruption and how it relates to success in business.  Although it is a few years old, his explanations about theory and market research in this keynote hit me with a big dose of reality:  managers of business are constantly making decisions based on theories.  
However, most managers don’t regard their “theories” as “theories” if the theory stems from “evidence” or historical data.   In that case, managers seem to think of their theories as fact. Not so.
When a decision is based upon historical data, why is it deemed to be much more valid than a decision based on speculation about the future?  In this presentation, Professor Christiansen confirms what I have believed for a long time – that decisions based upon historical data are likely to be highly inaccurate.  I would go so far as to consider them dangerous for most business decision making.  
This excerpt from Professor Christensen’s presentation explains his take on the concept of “theory.”
“The word “theory” gets a bum rap amongst some managers because it is associated with the word theoretical which connotes impractical. But a theory is actually a very practical thing because it is a statement of causality – a statement of what causes what and why.   It’s like gravity is a theory and it allows you to predict that if you jump out of a window of this hotel, you are going to fall.  And you don’t have to collect experimental evidence on that question.
And what this means is that every time a manager takes an action, it is predicated on a theory in her head that if I do this, I’m going to get the result that I need.  And every time you put a business plan into place, you are actually employing theories in your mind that if you do these things, you will be successful.  It’s just you don’t know quite often what the theories are that you are employing and whether they are good or bad.”
In a future post, I will share an example that Professor Christensen used about the Harvard Business School that further illustrates how looking at the “data” is a very dangerous thing to do in business.
The link to this recording and other related information is posted here:
http://itc.conversationsnetwork.org/shows/detail135.html
Gina Carr is an Entrepreneur, Speaker and Marketing Consultant who works with CEOs and Thought Leaders to leverage social media marketing for publicity, profits and success. Combining her street-smarts learned as a publisher and small business owner with her book-smarts learned at the Harvard Business School (MBA 1990) and Georgia Tech (BIE 1984), Gina helps business owners turn great ideas into profitable money-making machines.
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Get More Presence by Giving Presents in Social Media

One of the most effective ways for you to build your “presence” (visibility)in social media is by giving “presents” (social “gifts” of gratitude).

Imagine the following scenario:  David is at a birthday celebration for Cindy, one of his friends from college.  Everyone is seated around a large dinner table in a back room of a restaurant.  John, Cindy’s husband, has just given her a beautiful necklace. 

Everyone is ” ooh-ing and awe-ing” over it.  David looks on from across the room. 

Much to David’s surprise, John looks across the room and, in a voice that every one can hear, says, “David, you probably don’t even know it but I got this from your store.  I was in there the other day when you were out to lunch. I never knew you had so many beautiful things.   The prices were excellent – much better than the mall stores.  The quality was better too.  Your staff was friendly, informative and not the least bit pushy.”

Although the party goers heard John’s compliment clearly, he adds, “Friends, if you need to find a unique gift for someone special, you’ve got to go to David’s jewelry store.”

David is stunned. Not stunned by John’s assessment of his store.  David prides himself on the fact that he has great prices, excellent quality and selection, and friendly, knowledgeable, low-pressure staff.

David is stunned by the fact that John would give you such an incredible unsolicited 
endorsement in front of so many “qualified” potential customers. 

Said David, “ I can’t believe I just spent $3000  on a newspaper ad.  I bet I get more business from this totally free, unexpected endorsement from John that I get from that newspaper.  I wonder how I can get more of those types of endorsements – in front of the right crowds.”

The beauty of social media is that you can get – and give – “shout outs” like this with ease for free with just a few clicks on a keyboard. Similar to this example, your compliments are likely to be seen by a number of other people who are friends with the person you compliment and by YOUR friends – friends that are likely to also be good potential customers.

Where and how should you help someone out with this technology-enhanced word of mouth advertising, aka “social sharing”?  Here is my recipe for getting the most “presence” out of your “presents” – for you AND the person you are complimenting.

Facebook – The best way to give a compliment on Facebook is to “Brag and Tag” from your OWN wall.  Use the box at the top to write your compliment and use the @ symbol to TAG the Profile or Page that you are complimenting. Add some TAGS to mutual friends and relevant pages as well.  Before you press SHARE, make your post SHARE-able by adding a direct link to a relevant website or facebook page by typing the URL in the address bar of your browser.

Linkedin – Write a “recommendation” for a colleague or friend.  Make it short & sweet – three to five sentences is all you need.  Don’t ask for a reciprocal endorsement.  It is entirely appropriate to end your comment with your name and title – plus a link to your webpage.

Twitter – In Twitterville, we call it “sharing some Twitter luv.”  Send a public @mention to someone – even someone you don’t know.  This is a great way to get on the radar screen of someone that you want to develop a relationship with. 

Youtube – record a short video explaining what you enjoyed most about your personal buying experience. Place it on your youtube channel & then “share” it on twitter and facebook by tagging the relevant parties – personal profiles or business pages.

For those of you who are saying, this sounds great but what is this really going to do for MY business?!

This is where Gina’s Law of Social Media Reciprocity kicks in:  People have a natural inclination to reciprocate – to return a favor when one is extended to them – in social media as well as in face-to-face situations.

So, one of the best ways to GET a compliment is to GIVE one.  Give it a try.  I think you will be pleasantly surprised with the reciprocation you receive. 

In addition to adding a few coins to the relationship account of the person to whom the compliment was paid, you are showing the world that you are a kind, appreciative person that shares goodness with others.  People are likely to click on a link to your page to find out more about who you are and what you do.

In essence, you get “presence” by leaving “presents.”

People want to be around other positive, goodness-giving people.  It is human nature.

So, go spread some “presents” around today and let me know how it affects your “presence”. 
Gina Carr is an Entrepreneur, Speaker and Marketing Consultant who works with CEOs and Thought Leaders to leverage social media marketing for publicity, profits and success. Combining her street-smarts learned as a publisher and small business owner with her book-smarts learned at the Harvard Business School (MBA 1990) and Georgia Tech (BIE 1984), Gina helps business owners turn great ideas into profitable money-making machines.