Please blog this reading here @ our course blog by Wednesday, April 17th class.
No exceptions without Dr. W's consent.
Read THE DRAGONFLY EFFECT, Wing 4.
Blog THREE specific observations you wish to share re: Wing 4.
Aim for 3-4 sentences for EACH observation, combining author's quoted text with your own analysis and experience.
Finally, pose A SINGLE QUESTION you would like to ask the class and Dr. W, once you finish and blog the entire reading.
Be prepared to share this blog post in class with our PComm posse.
Finally, pose A SINGLE QUESTION you would like to ask the class and Dr. W, once you finish and blog the entire reading.
Be prepared to share this blog post in class with our PComm posse.
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ReplyDeleteWing 4:
ReplyDelete“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first.” (p.124)
Big change can be a lot for people to to handle, human beings can’t handle change easily. If you are going to ask someone who drives a hummer to be more environmentally conscious, don’t make them sell their car and become vegan so fast. Maybe ease them into it but suggesting they carpool more, or only eat meat that is organic, or free-range chickens. This way everyone is doing a little to help, and it won’t turn people off from the cause so fast.
“There is strong evidence connecting personal happiness with being engaged and proactive in giving back to the world. Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” (p. 129)
This is very true. I know personally, when I am happiest it is when I am engaging and socializing with people to make a difference in the world. Sitting on the couch and watching TV all the time isn’t leading a good life. Not only that but it can lead to diseases and depression. No one wants that. I believe that it is a cycle, or rather a two way street. Happy people participate in activities that are adaptive, but also people that participate in these activities become happy. And then the people you help become happy! It’s a happy cycle.
“It is imperative to prepare for openness, which means creating a platform others can add to, take from, and alter themselves. How do you create this necessary culture of sharing, and how do you build trust? One critical step is to design with the principle of sustained transparency.” (p. 136)
I definitely agree with what the book is saying, but at the same time it is good to tap into our human need to be competitive. I know that I personally get very competitive, but I am a human being with feelings that would never want to feel left out of anything. If we include everyone and don’t discriminate, we can all succeed. We need to not look at each others as winners and losers. We need to let people trust and be trusted.
How do you include people that may be the most damaged?
Wing 4:
ReplyDelete“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first.” (p.124)
Big change can be a lot for people to to handle, human beings can’t handle change easily. If you are going to ask someone who drives a hummer to be more environmentally conscious, don’t make them sell their car and become vegan so fast. Maybe ease them into it but suggesting they carpool more, or only eat meat that is organic, or free-range chickens. This way everyone is doing a little to help, and it won’t turn people off from the cause so fast.
“There is strong evidence connecting personal happiness with being engaged and proactive in giving back to the world. Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” (p. 129)
This is very true. I know personally, when I am happiest it is when I am engaging and socializing with people to make a difference in the world. Sitting on the couch and watching TV all the time isn’t leading a good life. Not only that but it can lead to diseases and depression. No one wants that. I believe that it is a cycle, or rather a two way street. Happy people participate in activities that are adaptive, but also people that participate in these activities become happy. And then the people you help become happy! It’s a happy cycle.
“It is imperative to prepare for openness, which means creating a platform others can add to, take from, and alter themselves. How do you create this necessary culture of sharing, and how do you build trust? One critical step is to design with the principle of sustained transparency.” (p. 136)
I definitely agree with what the book is saying, but at the same time it is good to tap into our human need to be competitive. I know that I personally get very competitive, but I am a human being with feelings that would never want to feel left out of anything. If we include everyone and don’t discriminate, we can all succeed. We need to not look at each others as winners and losers. We need to let people trust and be trusted.
How do you include people that may be the most damaged?
The fourth wing, take action, is critical to close the loop. It is important to provide information for interested parties to act. It is also important to use social networking to create a sense of community. “People like to consult with others before devoting money or time to a cause; they want to ensure that their money and time will be well spent.” (p 113) When they combine the call to action with social media tool, extraordinary results can come about.
ReplyDelete“There are many different types of asks, but only one constant: what you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience.” (p 114) Behavior change is more likely to occur when the behavior is easy to do. It is important to keep in mind that you need to calculate the what, how, when and scope of your ask to yield maximum results.
You should ask for time before money. “Research has found that when you ask for time, your product or cause can become more alluring and better liked.” (p 120) Experiments have been conducted which revealed that asking individuals to think about how much time they would like to donate to a charity actually increases the amount of money they ultimately contribute to the cause. With Alex’s Lemonade Stand, by asking for time rather than money the group quickly gained traction with different audiences that spurred them into action.
How does the donation of money transfer into the donation of time? Through their involvement?
The fourth wing Take Action is “is about requiring individuals to exert themselves and to make the transition beyond interested by what you have to say and actually doing something about it” (p.111). One of the most effective ways to gaining exposure on your social marketing campaign is by giving the public the opportunity to ‘take action’ themselves. By providing the public with simple and easy tools on how to get started, they will be more likely to engage and actually support your marketing cause.
ReplyDeleteIt is important to ‘pick the right type of ask’ to ensure the public will respond to your social marketing campaign. There are two forms of ‘asking,’ one that requires participation and one that serves as an invitation. We typically require participation when there is high emotional intensity involved with the marketing campaign and we invite the public to help when the campaign is less emotionally intense (p.117). I think it important for marketers to know how the audience will react to being asked based on the campaigns intensity. Requiring people to donate time and money for a cause not of immediate importance can deter the public from getting involved.
“Research has found when you ask for time, your product or cause can become more alluring and better liked” (p.120). People like knowing they are needed, therefore focusing directly on them helping your campaign can increase their willingness to contribute. In addition, people have been found to donate more money when they actively volunteer for the cause, so social marketers should utilize this correlation by first getting people to sign on to volunteer time and eventually their volunteer efforts will be reflected in their financial contributions.
When asking people for time and donations, which do you think is more effective; requiring participation or inviting people to participate?
Wing 4 Take Action:
ReplyDelete1) "Second, you must listen to how the audience responds so that you can continually integrate their reaction and feedback, honoring and refining your message and sometimes the offering itself." (112) Blackberry smartphones missed the boat on this one and is now way behind in trying to reengage their customers who have jumped ship to iPhones or Androids. It's obvious that they weren't understanding their customers or reacting to the industry changes. After a few years out as number one they are now trying to refine and modify their message, the question is, is it too late to reengage their previous loyal followers.
2) "The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert mere prospects into customers." (112) Everyone, no matter how much money they have, loves a bargain or to get as much out of their time or money as they can. I'm more inclined to donate money to a cause that has impacted me directly or someone I know. However, due to Facebook and YouTube this is changing, at least for me. I've seen a lot of touching videos about people in need, especially children, that make me more inclined to take action. Live testimonials are touching and it builds a unique tie to the person who you can then follow on facebook.
3) "Showing concrete results is critical, because nothing breeds success like success."(138) It's sad to say but people like to be affiliated with causes and organizations that are successful and/or popular. Even when it comes to donations some people like to have their name in a program, get a free T-shirt and even now getting virtual recognition. I've often found it interesting when I've walked for breast cancer the amount of free items I'm given. If that money was directly given to the cause they would have raised more money. But I understand by having thousands of people wearing/using free items shows the success of the campaign to those who didn't participate and may bring further followers.
Question: Will we reach a point in social media that we are over saturated with suggested posts, ads, testimonials and standard requests that we no longer take interest?
Week 13: Wing 4 – Take Action
ReplyDelete1) Essential to getting prospective users to take action is a call to action. “The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert mere prospects into customers” (112). Giving customers the information to take a next step needs to include something compelling to really entice the customer. In the case of the Take a Bit Out of IHOP’s Animal Cruelty campaign, encouraged supporters to harness social media outlets like facebook, to bring the issue at hand to IHOP’s attention so they were forced to deal with the issue.
2) “Behavior change occurs when the behavior is easy to do. Research suggests that when it comes to encouraging others to help, small asks often lead to better results” (114). Asks must also find and effective balance between social distance and emotional intensity to be successful. There is a far social distance such as Ryan Reynolds, or a close social distance like my younger sister. Emotional intensity is gauged by low, a climate change, or high, as in life or death.
3) One of the take action design principles is tailoring strategies to gain followers. “One of the most effective ways to encourage people to contribute to your cause—and to continue contributing over time—is to make idiosyncratic fits between their talents, skills, or interests and what you need accomplished” (134). JetBlue used this technique with their “All You Could Jet” promotion that sold a ticket for $599 and they could take as many flights as they wanted in one month. This tailored to individual’s desires while promoting the brand and promotion thru Twitter thru the use of customer testimonies and hash tag use.
What is the best way to balance the unique advantages of a program to consumers without losing the original message and vision of a program?
Wing 4
ReplyDelete1. The call to action is a simple idea that can be translated to a much more important concept that is difficult to achieve. "Many calls to action fail (and not just the cheesy, cliched ones) because they don't offer anything more compelling that a 'P.S.' urging the recipient to call a certain phone number or click on a URL," (p.112). The key is to combine the simple call to action message with social media tools.
2. To successfully get an audience to take action, the "ask" must be mindfully crafted. "There are many different types of asks, but only one constant: what you are asking must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do," (p.114). Keeping your request focused is key to more success.
3. Four design principles can be used when trying to get people to take action. Make it easy, fun, tailored and open. These four principles should be used as guidelines for crafting messages or designing your ask. "By concentrating on the all-importnat 'ask,' using the strategies outlined in this chapter, you can successfully close to loop on your earlier successes: focusing your efforts, grabbing attention and engaging users by spurring them to take action," (p.141). Your design should empower your audience.
Question: It seems obvious that the classic call to action at the end of an infomercial doesn't work to actually inspire viewers to take action, so why is it used so frequently?
1. Making a call to action easy and simple for the consumer will increase the likelihood that they take action. "You get that you have to make an ask- that you must literally compel the audience into action. But how? There are many different types of asks, but only one constant: what you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do" (114). By asking for something specific it eliminates any confusion and allows the individual to make a clear decision.
ReplyDelete2. There are different ways of asking people to participate depending on the degree to which you know someone and the emotional intensity of what you're asking. "If you're socially close to a potential donor and the emotional intensity is high, you are in a position to simply tell him or her to participate. If the emotional intensity is relatively low, you should approach them with an ask, not tell. When social distance is great, and the emotional intensity high, you can require participation and hope that your potential supporter is as moved as you are. Public figures' endorsement of nonprofit causes has been rising over the years. Don't be afraid to tell them you need them" (116-118).
3. Often if you ask someone to donate their time versus their money, the are more willing to participate. "Research has found that when you ask for time, your product or cause can become more alluring and better liked. The time-ask effect shows that focusing your message on time (versus money) can affect your audience's willingness to contribute" (120). When people give up their time to support a charity, they become more engaged with the mission, and will often invest even more time or money into the cause.
Question: Do guilt tactics ever work to encourage participation? I.e. Making someone feel bad/ sad so that they feel obliged to donate?
This section of Dragonfly outlines design principles to empower others to take action. They include; make it easy, make it fun, tailor and be open. Personally I think that being fun is an extremely important quality to focus on. “There is strong evidence connecting personal happiness with being engaged and proactive in giving back to the world.” For example, despite the very serious issue she was raising money for, Alex Scott was able to make her lemonade stand fun and people really connected with her and her project.
ReplyDeleteI believe the Take Action wing is if not the, one of the, most important. “Take action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it.” There are so many fundraisers, campaigns, and organizations out there that I support but do not do anything to show my support or get involved. Take action is the final step. Your campaign could be great up until this point, but if you can not encourage your audience to do anything about it, you have not achieved your goal.
Asking people to go out of their way to do things is always a little uncomfortable. When asking supporters to take action it is important to ask in the right way. “What you are asking must be highly focused, absolutely specific and oriented to action , so avoid overwhelming your audience.” A good start is to ask people to donate time before you ask them to donate money. This process requires extensive research and knowledge of your audience.
Question: Commercials that include the “call in the next five minutes to get this special price” call to action seem very unsuccessful to me. What benefits do companies who use this call to action see?
Wing 4
ReplyDelete1) "When you grab peoples attention, they sit up and listen. When you engage people, you connect with them and inspire them. However too many efforts just stop there, leaving people with good intentions that may never be acted on." When you leave people without the tools to succeed you leave them in the dark on where to go next. This ends up in all your previous efforts being for nothing.
2) "Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it. After all, in a world where a blanket with sleeves constitutes a hot ticket item, its hard to get people off the couch." Your campaign has to have a lot of meaning and excitement to get people off their butts and do something for a good cause these days. A call to action is where you need to hook them and make it happen within the first 15 seconds.
3) "Many calls of action fail because they don't offer anything more compelling than a "P.S." urging the recipient to call a certain phone number." These calls to action fail because they don't have an original hook or idea. These method has been used for years and has a stale flavor to it, making it unattractive to new customers.
Q - The call to action seems to be so commonly used by very ineffective. Is there any evidence that proves this has a high success rate or at least any success?
Uno:
ReplyDeleteThe number one reason why people volunteer time and contribute money is because someone asked them to. However, it is important to pick the right type of “ask,” depending on your social distance from who you are asking and the emotional intensity of the cause (on page 117 a visual chart is provided to exemplify this). For example “if you’re social close to a potential donor [i.e. friend, family] and the emotional intensity is high (your friend is battling an aggressive form of cancer), your are in a position to simple tell him or her to participate,” however if the emotional intensity is low (i.e. global climate change) you should ask (116-117).
Dos:
It is wise to ask for someone’s time before you ask for their money, because research has shown that when you ask for time, your product or cause may become more alluring or better liked. The is called the “time-ask effect,” which shows that focusing your message on time instead of money can influence your audience’s willingness to contribute. “People give one-and-a-half to two times as much when you ask them to volunteer time before asking for money” (121).
Tres:
In our busy, fast-paced modern world one of the most effective ways to empower others to take action is to make that action easy. One way of doing this is “by precisely matching tasks to their [your audience] particular interests or skill set—you can simultaneously boost their effectiveness while giving them a greater sense of accomplishment” increasing the likelihood that they will continue to participate (124). Also, helping “people achieve small goals leads them naturally to adopt more ambitious behaviors, often without a bigger intervention” (124). “Always ask for participation in “bite-size” chunks or provide easy-to-follow instructions on how to contribute” (126).
Que?
In the reading it stated that since fifty two years ago more and more people have made donations to charities where as volunteerism has relatively flat lined (116) and that often people are willing to give money if they have been first asked to volunteer (even if they declined volunteering). How do you encourage people to volunteer more, if you need time more than money?
Dragonfly Effect Wing 4
ReplyDelete1. Alex’s Lemonade Stand Foundation (ASLF) found that different social media needed to be used differently and that Facebook and Twitter “are different species.” They found that Facebook was better used as a representative of the whole organization and brand, while Twitter was more effective when used more personally, to connect with the individual behind the tweets. It’s very important to recognize this difference, as well as avoid bombarding followers with your message, in order to successfully call people to action.
2. It seems like the final wing – Call to Action – is perhaps the most important. You can have listeners as attentive and engaged as you want, but that doesn’t mean they will participate. “The final wing is pivotal.” If you don’t follow your campaign through all the way to the fourth wing, you’ll never fully take flight.
3. While it’s true that “there are many different types of asks,” it’s a known fact that keeping it direct, to the point, and action oriented is key if you want people to listen. “Behavior change occurs when the behavior is easy to do.” Be careful not to overwhelm your audience and keep it simple!w
Question: What is the best way to set up a social media campaign that perpetuates itself like the JetBlue phenomenon? Is there a strategy to achieve this or is it ultimately up to the consumers to take it and run with it if they want to?
Dragonfly Effect Wing 4
ReplyDeleteObservation 1: I love the idea of young Alex at the age of 7 taking charge of her life and selling lemonade to raise money for cancer. This young entrepreneur took charge, set a goal and held fundraising events to raise the $1 million she wished to accomplish before she lost her life to cancer. And to this day her legacy carries on and it’s built on inspiration by a child and for others to continue what she started. Right away you are focused on this incredible story, it grabs the attention of the audience, people are easily engaged to help and immediately take action. The bonus is they made it easy to get you started because when you sign up you get a starter kit with cups, banners and balloons for your lemanade stand. This is a great example of using all four wings and producing amazing results.
Observation 2: Ask for Time before you ask for money is so effective when you are trying to accomplish a specific goal. People are more willing to give money and to participate when they are asked to give their time first and in most cases they will give both. “Research has found that when you ask for time, your product or cause can become more alluring and better liked.” (120) “Asking for time activates an emotional mind-set that makes well-being and happiness more easily accessible-thus leading to donations.” (122)
Observation 3: The “make it fun” idea is the absolute best. Volkswagen had the fantastic idea of making videos that are fun and engaging. Creating these types of videos that go viral is key to marketing your product. Consumers will begin looking for more videos of your product and if there is a call to action sales will be produced. Another great idea of making it fun and taking action was the BART system. “There is strong evidence connecting personal happiness with being engaged and proactive in giving back to the world. Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” (129) Those who participated in the BART system were a reality of what makes this work.
In most of these cases you have a product or pitch you can enable all four wings, but what if your product or pitch is not that sellable? How do you make your product attractive?
1) The point that, “…specific manageable goals help people enjoy a task more,” is key (114). It is hard to follow any order that you are asked to do if it is vague and leaves you with a feeling of uncertainty. Therefore, if an organization wants their fan base to change their behavior, an organization must ask them in a clear manner and ask for small favors instead of large ones.
ReplyDeleteThis happens in many classes. If professors do not give specific instructions and goals for the outcome of assignments, it is harder for students to do which makes the overall task less enjoyable.
2) “When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results” (113). This is important to keep in mind, because as mentioned in the book, many organizations do not do this. In fact, I know from experience that students are still being taught that a call to action is simply providing phone numbers and URLS. However, by adding “specific instructions on how the interested parties should act,” and blatantly asking interested parties to do something, an organization can be really successful (112).
3) “Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without a bigger intervention,” is a point that was talked about in creating a social change campaign in our other textbook (124). I like this point, because interventions are often unsuccessful as well as stressful for the person to whom it is aimed. The best example of this is a person who has a goal of losing a lot of weight. Instead of intensely altering their diet and working out at all hours, they should begin by trying to eat more fruit and vegetables and to go on walks and short runs. From there, they are likely to become more ambitious and increase the distance they run etc.
Question: The book states that an audience is more likely to contribute to an organization, if the organization asks for their time before they ask for their money. However, what if you are working with a grant organization, which does not utilize volunteers?
Wing 4
ReplyDelete1.) “People like to consult with others before devoting money or time to a cause; they want to ensure that their money and time will be well spent” (p 113). It's like buying clothes with your best friends, you are more likely to buy it if everyone is supporting your decision. This is important to keep in mind when trying to sell your market amongst a crowd, you need to gain attention from a crowd other then one individual.
2.)In many of my classes we learn the importance of emphasizing the way people can react to your cause and help your social to market. The "Take Action" is also referred to the "Call of Action". “Take action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it.” If markets fail to make this known to the audience then they have lost a lot of followers.
3) Some say the more money you have, the more power you have. Well, sometimes this applies in more places then we think because "showing concrete results is critical, because nothing breeds success like success"(138). When people see how much attention and money a fundraiser or charity is receiving they react positively and want to help support the chance for hope.
Question: If people are more likely to donate to bigger and more successful charities, are monopolies going to start to rise and take over the smaller ones?
The call to action is crucial, it is what entices the person receiving the message to act after hearing your message, but you must not make the mistake of using a cliché and cheesy call to action. Its important to provide the information needed to act, and to enable a social aspect of the call to action is also a good practice. “When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results.”
ReplyDeleteThere are four different types of asking. And they al very on what it is you are asking for and the social distance and emotional intensity of the thing you are asking for. Depending on these factors you can either, Ask, Tell, Invite or Require. The appropriate forms of ask must be used in order for it to be successful. “you need to carefully calculate the what, how, when and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask.”
There are four design principles that enable others to take action,. They make it feel like it is something attainable, interesting, something that they would want to do, and will give them a feeling of purpose or satisfaction for having done it. These four principles are: Easy, Fun, Tailored and Open. Easy, people do not have time so if the ask gets in the way of what they are already doing they will not participate. Fun, there are multiple ways to make it fun, like competitions and rewards. Tailored, it is important to make the call to action very personal. Open, create a culture of sharing.
“Fun has an important place in curing cancer, solving the climate crisis, and alleviating poverty.”
Of the four design principles, which one is the most valuable?
Wing 4: Take Action
ReplyDelete1. The story of ALSF (Alex’s Lemonade Stand Foundation) was very touching to read about and also really inspiring. “The success of Alex’s Lemonade Stand Foundation wasn’t as much about raising money as it was inspiring people to take action.” This section of the chapter explained how this foundation used all four wings of the dragonfly effect throughout Alex’s journey. Ultimately, “take action” was reached by helping others get a start on their own lemonade stands.
2. Social media can greatly help with taking action. They can help with fundraising, or even suggest more. “Social networks are particularly effective at increasing motivation, and they enable us to quickly create a critical mass of supporters who then serve as agents for action.”
3. The following are the four design principles to enable others to take action: Easy. It is better to be concise and prioritize what you want everyone to really pay attention too. Fun. It should be humorous. Tailored. “People gravitate to programs in which they perceive they are uniquely advantaged to have disproportionate impact.” Open. A point of view and a story will help other people understand the message.
QUESTION: What is the most effective social media outlet that contributes to fundraising?
The call to action is arguably the most important part of the marketing process because it is the stage in which results are seen. Up until this point we are working to produce the change possible in this stage. Unfortunately, “Many call to actions fail because they don’t offer anything more compelling than a PS urging the recipients to call a certain phone number or click a URL. That is not a call to action; that’s a feeble whimper.” The recent popularity of social media has improved the ease of producing a successful call to action and it has been proven that when “organizations combine the power of the call to action with innovative social media tools, they can achieve extra ordinary results.”
ReplyDeleteThree effects have been seen successful when it comes to using social media to drive others to take action for a cause. They are, having a solid and respected web presence, use positive fundraising progress and finally use these social media outlets for more than just fundraising. This could mean using social media to increase motivation and enable mass supporters.
There are four design principles to empower other to take action and they are: make it easy, make it fun, tailor and be open. While all of these steps are equally important, I found the “make it fun” step particularity interesting. The book riskily says “fun has an important place in curing cancer, solving climate crisis and alleviating poverty.” I could not agree more with this statement and believe a positive outlook on negative situations is as affective in evoking change as expensive marking campaigns. This can be seen in recent tragedies in both Newtown and more recently Boston. Both this horrific events asked people to work together and highlighted heroes and positives in bad situations. This makes handling problems easier.
Question: Fundraising can be tricky because often times the people or organization you are talking to immediately know the end goal of your conversation and can be offended that you are trying to butter them up before you ask for money. So my question is, do you think it is better to try and sweet talk potential donors prior to your ask, or could it be beneficial to outright in the beginning let them know you are eventually going to ask for money?
Observation 1: A campaign must enable action. In the case of alex's lemonade stand, the audience participated by creating their own lemonade stands or donating to a lemonade stand. Because of the Cause people were interested in participating.
ReplyDeleteObservation 2: When making an ask, be aware of the relationship between you and the person your asking. If you are asking a family member with a low emotional intensity, you should ask for their participation/donation. If you are asking a celebrity with a high emotional intensity, you should require their participation.
Observation 3: If you start by asking people to do small things, they will be more likely to increase their participation. "Ask them to do something small first…Let them breathe for a moment…then intervene again." This strategy keeps participants involved, but will not overwhelm them.
Question: In the Be Open section, should all campaigns make available their revenues and spending?
1.“Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually do something about it.” The fourth wing requires that you know what to ask and how to ask for it and listening to the audiences response. When asking people to change a behavior it must be very specific and action oriented.
ReplyDelete2.“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without a bigger intervention.” If you want participation, the action must be easy and achievable. To make behavior change easy consider making the ask small and concrete, offer a kit that contains a template, or encourage reuse of materials.
3.In order to enable others to take action think about these four design principles; easy, fun, tailored, and open. Campaigns are more likely to succeed if people can easily understand what you’re asking and how they can take action. “Showing people that they’re actually making a difference is arguably the most critical aspect of encouraging action.”
Which design principle is the most important?
1. The call to action is the idea that by grabbing someone’s attention and engaging them in what you are talking about, that they will be inclined to pay attention and listen. It also discusses how this is important because leaving them with the right social media tools is key and without these the previous steps are pointless, and useless without all of them.
ReplyDelete2. In order to get people to “take action” you must hook them and draw them towards you, without this hook what differentiates you from the others. “Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it. After all, in a world where a blanket with sleeves constitutes a hot ticket item, its hard to get people off the couch.”
3. There are four design principles that are used when attempting to get people to “take action”. These include, making it easy, fun, open, and tailored. “Many calls of action fail because they don't offer anything more compelling than a "P.S." urging the recipient to call a certain phone number.” By using these 4 design principles your chances should improve in “taking action”.
Question- Which of the four principles of design seem to have the most success?
Wing 4-
ReplyDelete1) “However, too many efforts just stop there, leaving people with good intentions that may never be acted on.” I think this problem is very common. People truly believe in a cause but don’t know exactly what to do. This reminds me of the hype around Kony2012 and the lack luster real response.
2) “Research assessing why people volunteer time and contribute money to charitable causes found that the number one reason is that “hey were asked by someone”, which suggest that the way you ask matters. This reminds me of volunteering with the Vermont Workers Center they want participation in there May 1st March on the state house. They contact potential participants via telephone because posters etc. aren’t as effective as putting a voice to a cause.
3) “Fun. Consider game play, competition, humor, and rewards. Can you make people feel like kids again?” This aspect hits close to home. I once ran a slow pitch softball game fundraiser. I had students participate who had never considered volunteering in there life. Now because a game was involved students were ready and willing to raise $25 to come try to beat their teachers in a simple game.
Q) I wonder how easily these principles move into the for profit sector? In my head that makes it harder to ask for anything.
WING FOUR
ReplyDelete1. “In her too-short life she [Alex] raised $1 million for cancer research, built awareness of the seriousness of childhood cancer, and taught a generation of children (and their parents) about the importance of abstract ideals like community and charity.” (Pg 109) This is a truly inspiring story of a little girl who made a huge impact. Starting from a simple lemonade stand, she was able to raise a substantial sum of money for cancer research. The spirit demonstrated by Alex is a model for how small people can create big change
2. “When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results.” (Pg 113) With the ever-increasing population on social media sites, one can mobilize a nation with ease in a very short amount of time. Another plus about the use of social media is that costs are relatively inexpensive so anyone can encourage action.
3. “Behavior change occurs when the behavior is easy to do.” (Pg 114) This is a very true and simple statement. When encouraging action, social marketers must have a message that is focused, to the point and simple. Followers will be encouraged to participate if what they are asked to do sounds simple and easy.
Question: When using social media to encourage action, do you reach out to a specific target audience or does your audience present itself to your campaign?
1. “And finally, it excelled at the fourth wing of the Dragonfly Effect, Take Action, the wing critical to closing the loop on previous efforts by enabling others to easily start their own lemonade stands and become part of the solution.” I am from Pennsylvania and fundraisers for Alex’s lemonade stand were very common. In my school district there were events and raffles often run by students. Eventually there was even an Alex’s Lemonade Stand Foundation club created at my school that was very popular.
ReplyDelete2. “Nonprofits routinely try to disseminate information about their causes without providing specific instructions on how the interested parties should act.” There always seems to be that one story that you find completely captivating and truly want to help the people involved. The most frustrating thing is finding that story or cause and it ends up that finding out how to help takes longer than it took the find the cause in the first place. This is very disheartening and can be a main reason why people don’t end up donating time or money to something in the end.
3. “Offering diverse opportunities to contribute to your cause over time and regularly communicating new ways to get involved can lead to donor satisfaction and raise more money.” I think this is really important because not everyone that wants to contribute has a lot of money or free time. By being able to participate in small ways now, it can really help people want to make a bigger contribution later when they might have more money or time to donate, because they feel like they’re already a part of the cause.
Question: How does asking people to donate time translate into more monetary donations? Do people think less about their wallet once they’ve connected with the organization on a personal level?
Wing 4
ReplyDelete1. “By making the volunteer experience fun for your supporters, you increase the probability that they will continue to give and give more- of their time and money.” (129) Design principle 2 focuses a lot on engaging individual’s emotions. Particular what brings out their happy side. The book makes a good point of making the connection between happiness and willingness to help others. The more the message you tailor into making someone feel engaged and proactive the more likely they will be willing to help your cause.
2. Tailoring to your audience enables them to feel more valuable to your cause. I like the JetBlue example when they opened up their Twitter account to reach their frequent flyers. “One of the most effective ways to encourage people to contribute to your cause- and to continue contributing over time- is to make idiosyncratic fits between their talents, skills, or interests and what they need accomplished.”(134) The promotion that JetBlue ran shortly after opening their Twitter account was able to reach their most loyal customers and reward them for being loyal.
3. Design principle for is probably the most important section of wing 4. This relates to building trust with your targeted audience or customer. In order to ensure that your audience will maintain their loyalty to your brand or cause it’s important to be transparent. The image-identity gap proposes and interesting observation- that the perception’ of transparency between the organization/ business is much greater than that of the consumer. “Show them the results of their actions (however small) as quickly as possible to retain their interest and encourage them to go further. “ (137)
Question: What are some examples of organizations that have had success with transparency and those that did not? For those who did not have success what did they try to do to fix it?
1. “You have to make an ask—that you must literally compel the audience into action. But how? There are many different types of asks, but only one constant: what you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do.” “When the social distance is great (between you and Brad Pitt, for example), and the emotional intensity high, you can require participation and hoe that your potential supporter is as moved to act as you are. This works best in movements inspired by outrage—for example, inhumane treatment of children or animals. If the cause is less emotionally intense, then a softer ask, such as an invitation, will be more effective.”
ReplyDelete2. “Studies have found that younger people see happiness as an excited , high-arousal feeling, whereas older people perceive happiness as a peaceful, content feeling.. This transition as people age may be caused by feelings of connectedness with other people. The meaning of happiness varies across cultures (and religions) as well. People from individualistic cultures, suc as East Asians (and Buddhists), value calm. Part of the success of Alex’s Lemonade Stand Foundation can be attributed to its ability to draw in diverse cultures and age groups through its community-building activities.” You have to adapt your message to the varying audiences you may be trying to reach. “Asking for time activates an emotional mind-set that makes well-being and happiness more easily accessible—thus leading to donations.”
3. When people are solicited for their time, they are more likely to think in terms of emotional meaning and fulfillment: “Will volunteering for this charity make me happy?” When tapped for money, they start thinking about the far more practical, boring, and sometimes painful matter of economic utility: “Will donating money make a dent in wallet?” Thinking about money makes people become less helpful to others and makes them want to play and work alone.”
Q: What if you don’t need people’s time? What if it is the monetary donations that really will make the difference?
Wing 4
ReplyDelete1. Take Action is about enabling action by providing your audience with the tools to get them to do something. “When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results.” Charity Water is a good example of a call to action using YouTube and showing people how pledging their birthdays to raise money to give clean water can make a difference.
2. ProFounder is a crowdfunding platform that reminds me of KickStart. “The entrepreneur’s story, pitch, and term sheet go on a private fundraising website for the company, which the entrepreneur can then share with her community via Facebook, Twitter, YouTube-placed videos, and other social media.” We did this for YakItToMe on KickStart by sharing the story with our contacts through Facebook and email.
3. I think that one of the more important design principles to empower others to take action is to make it fun. “Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” Alex’s Lemonade Stand made raising money for the cause fun for its supporters.
Question: Which one of the design principles of empowering others to take action is the most effective?
1. Taking action is final step in presenting and finalizing the aspects of all previous efforts put into planning your campaign. “When you grab peoples attention, they sit up and listen. When you engage people, you connect with them and inspire them. However too many efforts just stop there, leaving people with good intentions that may never be acted on” (111).
ReplyDelete2. Picking the right type of ask, or the way that you ask individuals to volunteer their time and donate money, is important since some ways of asking are more effective than others. “Research assessing why people volunteer time and contribute money to charitable causes found that the number one reason is that “they were asked by someone,” which suggests that the way you ask matters. But it’s not enough to simple ask for time, money, or both. You need to carefully calculate the what, how, when and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask”(116).
3. The easier you make the behavior change for your audience, the more likely they are to readily adopt it and retain active participants. “By demonstrating that you value their time by and by making efficient use of their contributions-perhaps by precisely matching tasks to their particular interest or skill set-you can simultaneously boost their effectiveness while giving them greater sense of accomplishment. This increases the likelihood that they will continue to participate”(124).
Question: What is the best and easiest way to ask for donations (both time and money)?
1. Making sure you ask for support in the right way is very important. Asking too aggressively or asking for the wrong things can deter people from helping your cause.
ReplyDelete2. Showing how your cause is unique compared to others is important. It makes sure your cause does not get lost in the crowd along with other causes. Making your cause distinct and giving great facts as to why someone should become involved is key.
3. Having a lot of fun in your campaign makes other people want to have fun. They enjoy contributing to your cause because you enjoy it too. Even if your cause is kind of depressing, planning fun events, or being enthusiastic about the cause is something that consumers use as a motivation to participate.
QUESTION:
How do you know what’s too much to ask. How vague or how specific should you be?
1. “Research has found when you ask for time, your product or cause can become more alluring and better liked”
ReplyDeletePeople are likely to start donating more money to a cause in which they are actively involved in. They like knowing that their efforts are needed and spending time to help a cause helps them realize its importance. This also happens because when people get to experience something first hand, the emotional intensity increases and drives people to want to take action.
2. “Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first.”
Showing people the results of their actions helps to keep them engaged and focused. Being able to see the positive impacts will make them want to do more and achieve an even greater goal.
3. “It is imperative to prepare for openness, which means creating a platform others can add to, take from, and alter themselves. How do you create this necessary culture of sharing, and how do you build trust? One critical step is to design with the principle of sustained transparency.”
By implementing an open method of interacting with you audience, you are able to learn as much from them as they are from you. In this exchange, you are able to come up with new ideas or build on what you already have. By giving them a glimpse into your world you are also helping build trust between your business and its audience.
1. “The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert mere prospects into customers” (P 112). In the case of the Take a Bit Out of IHOP’s Animal Cruelty campaign, encouraged supporters to harness social media outlets like facebook, to bring the issue at hand to IHOP’s attention so they were forced to deal with the issue.
ReplyDelete2. To successfully get an audience to take action, the "ask" must be mindfully crafted. "There are many different types of asks, but only one constant: what you are asking must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do," (P 114).
3. “One of the most effective ways to encourage people to contribute to your cause—and to continue contributing over time—is to make idiosyncratic fits between their talents, skills, or interests and what you need accomplished” (P 134). This tailored to individual’s desires while promoting the brand and promotion thru Twitter thru the use of customer testimonies and hash tag use.
Wing 4
ReplyDeleteIn taking action, "you must listen to how the audience responds so that you can continually integrate their reaction and feedback, honoring and refining your message". This can allow your campaign to be successful and relatable to your target audience. It's important to know what the audience wants, so that you can tailor your message specifically to those people.
In order to get the audience to act, you must make an "ask". There are a few things that are necessary to be successful in your ask. You must consider that "what you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience". When asking an audience to perform a behavior change, the behavior must be somewhat easy to perform.
It's important that the cause is something many people will be passionate about. Even though you and your audience may be different socially, you need to show that you have a passion for what you're campaigning. Some issues based on outrage include "inhumane treatment of children or animals. If the cause is less emotionally intense, then a softer ask, such as an invitation, will be more effective.”
Question:
What is some way to ask for financial donations without making the audience feel overwhelmed or annoyed with your campaign?
Wing 4:
ReplyDelete1.) Taking action is arguably the most important wing of this whole book... taking action. There is always the ability to plan, and engage audiences when coming up with an idea or goal but being to take action and actually apply what you are working towards is crucial. "The final wing is pivotal, but far from simple. You need to know what to ask for and how to ask for it. Second, you must listen to how the audience responds so that you can continually integrate their reactions and feedback, honoring and refining your message and sometimes the offering itself" (Page 112).
2.) Especially regarding non-profits, it is important to be able to recognize what it is that you need for support from audiences and how you are going to appropriately ask for it. "They have three strategic issues to consider: what to ask for, how to ask for it, and when to ask for it. Correctly combining these factors can determine whether you meet, exceed, or fall short of your goal" (Page 116).
3.) It is important to tailor your audiences with certain information that shows them how they will benefit from your product. Given certain likes and interests of your audiences, you are able to create benefits like rewards, etc. that give audiences an incentive to support you and contribute to your product. "The idea of idiosyncratic fits- opportunities for an individual to have unique comparative advantage over others in completing a particular task or goal- has been extensively explored in many business contexts. For example, people are more likely to join a loyalty program (such as frequent flyer program) if they feel they have an advantage for gaining loyalty rewards over other participants in the program" (page 134).
Question: What is an appropriate example of how to ask for time from your potential contributors without sounding too needy?
Wing 4:
ReplyDelete1) “As we look ahead to the next century, leaders will be those who empower others.” –B. Gates. I feel this quote is extremely accurate. Campaigns Nationwide are gearing towards getting others involved. Wing 4 is about “Take Action… requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it.” Without empowering others getting results of a call to action doesn’t seem to be enough for marketing strategies today.
2) Picking the right type of ASK. 1) The indirect (implied) ask: “can be more persuasive than direct asks… Never underestimate the extent to which people will comply… 2) The reciprocity ask: involves offering something in return for a donation… 3) The concession ask: a related strategy, in which you request a major commitment first then, after being rejected, ask for something less onerous… 4)The social validation ask: when you show potential donors that their peers are contributing to your cause… 5) The competitive ask: leverages competitive urges by emphasizing how one donor or participant in a cause stacks up against others in the community… 6)The authoritative ask: falls on a firmer, more serious end of the ask spectrum amd relies on quoing scientific studies, getting an expert to endorse your cause, or enlisting a celebrity spokesperson.” These asks are all effective but I feel one needs to be very careful in how they are used to do certain communities and demographics of people targeted.
3) Four design principles to enable others to take action: “EFTO” Make it Easy, Make it fun, keep the message tailored, and stay open. These four principle will allow for your campaign to stay focused on the goal of engagement. “With the right set-up, one small ask can garner great, perhaps world-changing results.”
Question:
Who do you develop the “idiosyncratic fit” if you are trying to engage more than one segment of the population? Not everyone fits in a single unique talent.
1. The focus of Wing 4: Take Action, is eliciting your audience to participate in your cause. The authors note that an important factor in your call to action is that it “must be highly focused, absolutely specific, and oriented to action.” (114) This element is critical because if your call to action is too vague, your audience could become overwhelmed/uninterested and end up ignoring your request.
ReplyDelete2. One tip the authors give for effective audience response is as follows: ask for time (before money.) They say, “when you ask for time, your product or cause can become more alluring and better liked.” (120) The reason behind this is that the mention of time elicits an emotional response, whereas the mention of money elicits financial and practical responsibilities.
3. Another design principle the authors mention to empower others to take action is to make it easy. They say, “By demonstrating that you value their time and by making efficient use of their contributions- you can simultaneously boost their effectiveness while giving them a greater sense of accomplishment.” (124) This is truly a win-win for both parties; you get the benefit of one person’s skill set for your organization, while they feel they've done something worthwhile. Another benefit is that they will feel a greater sense of loyalty to your cause because they've made a personal contribution.
Question: How do you break through the noise and clutter of 21st century technology to get people to take interest in your cause over the infinite other organizations they could choose from?
Wing 4:
ReplyDelete1. Sometimes, raising money isn't necessarily the motive. Rather, inspiring action is the main goal. Alex's lemonade stand is much like other campaigns such as Charity Water in that it encourages people to get involved in their own ways to help be a part of a larger movement. "By helping children around the country set up their own lemonade stands to fight childhood cancer, Alex mobilized a population of young ambassadors whose involvement and heightened awareness made a much more significant impact." (111).
2. There are a number of things to consider when asking for donations that can either make or break the bank. "They have three strategic issues to consider: what to ask for, how to ask for it, and when to ask for it" (116). For example, being socially close to a donor dictates the manner in which you would ask for a donation. In this instance, you would be able to tell this person to participate rather than require them. Someone who is more distant like a celebrity or organization, would be required to participate.
3. Fun has an appropriate position in designing a campaign. "Fun has an important place in curing cancer, solving the climate crisis, and alleviating poverty" (127). This relates back to humor appeals. Encouraging people to have fun with a fundraising event takes away the potential sting of a donation.
What are some of the most memorable campaigns or events that have inspired fun in the audience/donors? Do you think this proves to be more or less effective that maintaining a more serious/urgent undertone.
Wing 4
ReplyDelete-“The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert more prospects into customers” (pg. 112). It is important for non-profits to also use this strategy. By providing interested parties with information on how they should act, your campaign will produce followers who behave the way you intended them to.
-“Nonprofits are constantly searching for ways to increase both the number of donors and the amount of time or money that they offer” (pg. 116). They need to carefully decide what to ask for, how to ask for it, and when to ask for it. Sometimes asking for a person to donate time is just as valuable as asking for money. There are many ways people can contribute to your cause. By understanding the audience fully, you will have an easier time figuring out what they will be able to contribute.
-“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors” (pg. 124). It is discouraging for a person to feel the burden of taking on a large task. By breaking the main goal down and building towards it, people will be able to feel as if progress is being made. This will also engage your audience long-term, as they will want to see the whole thing through.
Q: How would you go about correcting your audience if they misinterpreted you ask and began carrying out wrongful actions?
Wing Four:
ReplyDelete1) Even the most unlikely goals can yield incredible results. Alex was able to raise $1 million in four years for cancer research as well as raise awareness all over the world. She was a young child and did not even have professional knowledge or experience; she only had a single vision and was able to make a difference.
2) Time can be more beneficial than money. In the case of Help Vinay and Help Sameer, it never would have helped them complete their goal. The book states, "Vinay felt that by accepting money, you were telling people that it was okay not to go and register...We were really focused on our goal, and money wouldn't have gotten us there" (p 120).
3) Even though many causes for raising awareness and funds are serious and have negative effects on human lives, the process of setting goals and making people aware of them should be fun. Solving problems this way "will make your endeavor not only more tolerable for you but also a while lot stickier for your audience" (p 127).
What are some goals we can set that might seem impossible at first, but ultimately achievable using strategies such as Alex's or Vinay's?
1.
ReplyDeleteA call to action is a crucial in the development of turning "Prospects into customers" (112) Why market a change in social behavior without giving the consumer the tools they need to take the next step? Without a call to action the good intentions created by the marketing campaign fail to result in any real change.
2.
It can be difficult to market behavior change, especially behavior change that requires more than a slight effort. Baby steps are not only to commit to but also to measure success at the individual level. Think about obesity in America which would be more successful asking someone to give up everything but tofu and lettuce or just to eat more lettuce when they can?
3.
Audiences enjoy messages that are positive and fun, so have fun with your campaigns. Look at many of our examples from class.Project: Water is based and rooted in giving up birthday gifts and instead throwing a birthday party to raise money for wells. The Chesapeake Club used humor and a love for local food to protect pollution from the Chesapeake Bay. Serious causes dont always require serious messaging.
Q.
When dealing with serious issues whats the best way to introduce fun without being disrespectful?
Wing 4
ReplyDelete1. Wing 4 of the Dragon Fly Effect, 'Take Action', is the final step that seals the deal for a successful social marketing campaign. The most effective social marketing campaigns provide audiences with the tools to do something with their good intentions (111) The chapter opens with Alex's Lemonade Stand Foundation, a prime example. By engaging audiences with their story, Alex's parents took the next step by providing the tools and incentive for inspired kids to make lemonade stands of their own.
2. Social media can be a powerful tool in encouraging audiences to take action. The Humane Society proved this in their campaign towards IHOP to use cage-free eggs. Harnessing the timely nature and social power of Facebook (for free!) they were able to promote their call to action to animal activists of all kinds across the country. Bringing IHOP into the public eye and giving audiences an action to do (in this case, simply tagging the company in posts) gave them great results.
3. Call to action breaks down into a variety of subsets. It is important to consider what your group is asking for. The most effective first call to action is for audience time, not their money. Authors of the Dragon Fly Effect researched this idea with the American Lung Cancer. "...A request for time seemed to trigger an emotional mind-set. People imagined themselves volunteering and, even though they actually hadn't, felt an emotional investment... People motivated by happiness or empathy are more likely to become repeat donors than those motivated by guilt." (121)
4. In this chapter I noticed a lot of the design strategies coincided with persuasive techniques we've learned about in the power tools. One tip to "Win the Game Play" suggests awarding Twitter follower's with points/keeping track of how many followers they add to a cause. (133) This tactic echos the same ideas of the Bandwagon persuasive technique, where audiences are influenced and more inclined to participate when its obvious many peers are doing the same.
Question: How would you arrange a Call to Action plan for a campaign where you truly are in need of funds (not volunteering, or time or anything like that)?
Wing 4
ReplyDeleteWing four is all about closing the loop. Once you have focused your goals, grabbed the attention of your audience and engaged them, it is time to get them to take action. “Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it.” To get people to take action you need to know what to ask for and how to ask for it.
How you ask your audience for something has a huge impact on their willingness to do said action. “What you are asking of people must be highly focused, absolutely specific, and oriented to action, as to avoid overwhelming your audience.” There are different types of ask, which vary depending on the “emotional intensity” and “social distance” of the relationship. Emotional intensity can be high or low and social distance can be near or far. The four different types of ask are: invite, require, ask, and tell. Choosing the appropriate one for a given situation can make a huge difference.
There are four design principles for Take Action. These principles allow you to design this part of your campaign so it empowers people to take actions. The four principles are:
Make It Easy: “Always ask for participation in ‘bite-size’ chunks or provide easy-to-follow instructions on how to contribute to a cause.”
Make It Fun: “It will make your endeavor not only more tolerable for you but also a whole lot stickier for your audience.”
Tailor: “To motivate people to act on behalf of your cause, then, you need to match their skills, talents, or interest with your needs.”
Be Open: “Prepare for openness, which means creating a platform other can add to, take from, and alter themselves.” – maintain transparency
Question: How do you create fun when your campaign is about a serious or saddening issue?
“You must listen to how the audience responds so that you can continually integrate their reactions and feedback, honing and refining your message.” (p139) If you don’t take into consideration how your audience is responding to your message, you will miss out on opportunities to reach your target audience effectively. If you see how your message was received, and learn something from it, you will be able to re-create a new message that might address some of the shortcomings of your first attempt. You must always be open to modifying how you do things, so that you can best communicate with the people who you intended to reach.
ReplyDelete“What you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do.” (p142) If you are asking for people to participate, but are not specific about what their participation includes, they may not end up getting involved. They may have questions to ask, but they might not even be interested to dig for more information because they may not even know what to ask. If it’s all spelled out clearly and concisely, they may be more apt to get involved. If what you are asking of them seems overwhelming to them, it’s because it probably is. What you expect other people to do, should be realistic and achievable.
“The reality of today’s world is that many people simply don’t have a lot of time to give to a cause. You have to be sensitive to this or you will have trouble attracting and retaining active participants.” (p152) Piggybacking on what was said above, this is very true. People feel pressed for time, but truth is, they often find time to take part in things that are meaningful to them. If your cause is worthy, and you take into consideration the time people will have to spend to participate, it may make everything move a bit more smoothly. People will participate if you make it possible for them to do so. Taking into consideration of their time, will allow you to have realistic expectations of what you will get from your volunteers, and vice versa.
Wing 4
ReplyDelete1. It is important to keep in mind that people like to be reassured. They like to go with what the crowd is doing. “People like to consult with others before devoting money or time to a cause; they want to ensure that their money and time will be well spent” (p 113). It's like shopping with friends, when you try something on you like to see if they like it and approve.
2. There are four different types of asking. Ask, tell, invite, and require. These all vary and depends on what you are asking for, who you are asking, and the situation you are in (the emotional intensity, and social distance.) The appropriate forms of asking must be used in order for it to be successful. “you need to carefully calculate the what, how, when and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask.”
3. The easier you make the behavior change for your audience, the more likely they are to readily adopt it and retain active participants. “By demonstrating that you value their time by and by making efficient use of their contributions-perhaps by precisely matching tasks to their particular interest or skill set-you can simultaneously boost their effectiveness while giving them greater sense of accomplishment. This increases the likelihood that they will continue to participate”(124).
Question: Which one of the design principles of empowering others to take action is the most effective?
Wing 4: Take Action
ReplyDelete“The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert mere prospects into customers” (p. 112). What is the next step? Give me guidance! If you make a great appeal and ask for help, you are more than likely to gain some support, but you must provide the next step. Call them to action by saying, “People are waiting, Call now for your free duffle bag when you donate $50” or “Click here to share on your Facebook to tell your friends!”.
“People like to consult with others before devoting money or time to a cause; they want to ensure that their money and time will be well spent” (p. 113). The idea that people will seek approval from their peers is ideal to getting more people involved. Every person that asks a friend, “Hey what do you think about this?” is another person who hears about the cause and can create a ripple effect.
“Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them” (p. 129). For some people, they would love to just write a blank check to the cause and remain anonymous, but for others it is important that they do something for the cause and have others see them doing it as well. Not to sound to jaded, but it would appear that occasionally people donate just to donate and be seen donating whether it be time, money, or resources.
Does getting people involved with time first make the sale easier later when you ask them for money? Is it the emotional attachment that comes with the time spent?
1. Make sure you plan out how to ask people to contribute to your campaign. “You need to carefully calculate the what, how, when, and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask (p. 116).”
ReplyDelete2. Typically, if something is fun, people want to keep on doing it. This translates into social media campaigns, “For example, positive emotions lead people to produce more ideas and think more creatively and flexibly, which in turn encourage imagination and enhance social relationships. By making the volunteer experience fun for your supporters, you increase the probability that they will continue to give-and give more- of their time and money (p. 129).”
3. Create a campaign with a good amount of flexibility. “Being open and choosing the right metrics to enable feedback are the final design principles for wing 4 because your ability to execute them rests on successful implementation of the skills you’ve already learned in the previous wings. Furthermore, they bring together the entire framework (p. 139).”
Have their been any campaigns that focused so much on the aspect of fun that it actually hurt their success/ distracted supporters from their ultimate goal?
Wing #4
ReplyDelete1. “Research assessing why people volunteer time and contribute money to charitable causes found that the number one reason is that they were asked by someone, which suggests that the way you ask matters” (116) Asking people different ways depending on the emotional intensity of the situation and the social distance present is something that I would have never thought of. However, when I do think about it I think that often times people adjust how they ask naturally dependent on what seems socially appropriate. The invite, require, ask and tell matrix split up the options nicely when relating to emotional and social combined.
2. “Research has found that when you ask for time, your product or cause can become more alluring and better liked.” (120) Give your target audience a reason to be invested before they invest financially. If your audience feels connected through given up their time to help make a difference they will most likely be more consistent financial supporters. Their heart will be more involved which will allow them to be looser with their checkbook and wallets.
3. “Four design principles to enable others to take action include easy, fun, tailored and open.” (139) I think out of these the principle fun is the most important. When people are having fun or excited about something they are most likely to be passionate about it and share with their friends. The principle of being easy would come in a lot of handing when sharing with friends. It needs to be easy to explain and easy for others to hop on board.
Question: How much time needs to go by before you ask for money?
Wing 4
ReplyDelete1. This is all about closing the loop, “ when you grab people’s attention, they sit up and listen. When you engage people, you connect with them and inspire them.” To get peoples attention and make them take action you need to know what to ask for and how you are going to ask for it
2. There are 4 different types of asking, these types are ask, tell, invite and require. You use different once depending on what you are asking and who you are asking. It depends on the time and the situration as well as the audience. “you need to carefully calculate the what, how, when and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask.”
3. Making it fun, a lot of the things that people are asking for are on serious topics however, if you make it more fun then you are more likely do what you are asking them to do “ we know we’re talking about some very serious topics in this book, but we can’t an important and possibly surprising element of social movements: the fueling effect of fun.”
4. Are people more likely to do something when they are having fun?
Wing 4:
ReplyDelete“Facebook and Twitter are different species. ASLF learned that wheras Facebook users love to comment and ineract in an indirect manner… Twitter followers want more direct interaction with the person behind the tweets and get excited when they’re mentioned.” Also, you simply wouldn’t post the same information on your Facebook wall as you would Tweet about. Some things you put on Facebook simply can’t be said in Twitter’s 140 character limit.
“Less is more.” “For example, the footage of its sK LemonRun was originally six minutes, but the hot-spot analytics helped the organizers realize exactly when viewers lost interest.” The key here is finding the balance of being active, but not too pushy. You want to stay in your audience’s news feeds frequently enough that they’ll remember you, but not so much that they’ll stop following you.
“Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask. If you're socially close to a potential donor and the emotional intensity is high you are in a position to simply tell him or her to participate. If the emotional intensity is relatively low you should approach them with an ask, not a tell.” If the degree of separation between the two of you is high, it is better to invite them to get involved rather than requiring participation when the emotional intensity is low.
Question: The book mentions using social media to build your brand, but what if using social media isn't the best way to reach your audience? Would it still be beneficial to try using social media to build your brand, or would it make more sense to focus all your brand-building on more traditional techniques, like face-to-face?
Wing 4
ReplyDelete1) “Timing is everything. Most scheduled tweets go out every hour on the hour. ALSF found that if they sent a tweet at fifteen minutes past the hour, given Titter’s scrolling layout, it was more likely to stay on-screen longer (p. 110)” I feel that this is a great example of timing strategy. It also is a good example of finding solutions for issues in a creative way by thinking outside the box and really diving into the social media that you are dealing with.
2) “ When you grab peoples’ attention, they sit up and listen. When you engage people, you connect with them and inspire them (p. 111).” I feel like this is a great basis to live by because it is obviously relatable. Its good for when looking at your marketing plan and asking yourself would I sit up and listen? Does this inspire me and do I connect with this? It’s a simple way to test your direction.
3) “ When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results (p.113)” This is measurable in terms of reach and audience type. By using social media tools its easy to track those taking action, how many people “like” something or how many times it is “shared” and passed a long. It’s a very exciting thing because its something we can all witness. For example the running for Boston today, that was an act for awareness and support in the aftermath of dramatic event and it was through social media and people around the world are involved two days after its first launch. Its simply exciting!
What are the most obvious and effective ways to make your campaign “fun”?
1. Taking action is a crucial wing and one of the most important steps outlined. It is important to make the audience part of your team so that they can make an impact by going above and beyond normal expectations. Supplying the audience with the right tools such as social media is important.
ReplyDelete2. Tailoring programs to the target audience is an important technique that is used. It allows people to connect to the company and feel unique. To do this you must match their skills, talents, or interest with your own needs.
3. Picking the right type of ask is also an important step. You can either invite, require, ask, or tell depending on the following factors. “Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask”.
Is it cost efficient to tailor programs to an audience? Will you still be able to reach the same number of people through tailoring?
It’s hard to get people to put their thoughts into actions! This is how to gage a good marketing campaign, if it creates action!
ReplyDeleteIt is important to balance the emotional intensity with the social distance in order to make an effective ask for volunteers. Even if it seems as though they are too distant it is still worth your while to find a way to ask.
Even with serious topics there is room for a playful, fun tone to catch attention. This is present in the volkswagon campaign and even in Alex’s case, although it is a serious subject, lemonade is a playful approach.
As the book discusses, is it possible to get people off the couch in a world of snuggies?!?
1. The fourth wing of the dragonfly is Take Action. This can be seen in Alex's Lemonade Stand Foundation. This group attracted the attention of the audience, the "enabled action by providing its audience with the tools to get them to do something." The final step of getting someone to take action means the difference between leaving an impression, and making a change.
ReplyDelete2. Asking for time, instead of money, "your product or cause can become more alluring and better-liked." People are often more likely to donate more of their time than their money, and it is especially beneficial if someone has minimal income. When asking for time people automatically associate that with "emotional meaning and fulfillment."
3. The design principles involved in Wing 4 include: Make it easy, make it fun, Tailor, and Be open. Making the steps you wish the audience to take fun and easy seems obvious, but in our world today it's necessary. You have to cut through the clutter, and by making your project or campaign accessible, it is that much more appealing to the audience. Once you have the attention of the audience and they are willing to participate, let them interact. By tailoring and being open your project has wiggle room for any changes that the audience may make, that could in turn be for the better of the campaign.
Q: Are there any mechanisms that can help when asking for money is really all you need?
Wing 4:
ReplyDelete1.Social media is constantly evolving, so when individuals or big organizations succeed in their mission, it is a great accomplishment. New rules are always made. “But when ALSF started branching into social media, it found that the old rules didn’t apply.” Three important rules regarding social media are outlined in wing four. They include: “timing is everything,” “Facebook and twitter are different species” and “less is more” (page 110).
2.The call to action piece of a campaign is crucial, it is after all telling your audience with what you want them to do in the near future. While this part is one of the most important, it is also one of the most difficult. Many elements go into the call to action and when all put together properly, success is imminent. “When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results” (page 113).
3.The way that you ask is very important. “One thing to strategize constantly is how a first action will lead to a second action, and so on” (page 118). I think that asking people for something is really awkward, but when I think of my own behavior, I do not hesitate to respond when something is carefully constructed. “You must specify what you want people to do right now, even as you anticipate and provide further opportunities for them to become even more involved” (page 119).
companies have used and continue to use "cheesy" call to actions at the end of their commercials. these all seem pretty ineffective to me----how come this technique continues to be used?
The action is “When you grab people’s attention, they sit up and listen. When you engage people, you connect with them and inspire them. However too many efforts just stop there, leaving people with good intentions that may never be acted on." “is about requiring individuals to exert themselves and to make the transition beyond interested by what you have to say and actually doing something about it” (p.111). To providing the public with simple and easy tools, on how can they get stared. It can be more engage and actually to support the marketing.
ReplyDelete"Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it. After all, in a world where a blanket with sleeves constitutes a hot ticket item, it’s hard to get people off the couch." It important for marketers to know how the audience will react to being asked based on the campaigns intensity.
“Research has found that when you ask for time, your product or cause can become more alluring and better liked.” (p 120) People like knowing they are needed; therefore focusing directly on them helping your campaign can increase their willingness to contribute. It actually increases the amount of money they ultimately contribute to the cause.
1. “How do you create this necessary culture of sharing, and how do you build trust?” The culture of an organization is very important in sustaining a successful operation. When people feel they are a part of something they will give more of themselves to better the organization. That leads into the ability to have trust within the organization, if an employee has trust their organization it will make the culture of sharing that much easier.
ReplyDelete2. “Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” When a person has a positive attitude about a situation it rubs off on people. A person who is happy and positive is that much more likely to translate that positive energy to those around, contributing to the greater good for all.
3. “Research suggests that when it comes to encouraging others to help, small asks often lead to better results.” A simple question can go a long way, the old saying “two brains are better than one” holds a lot of truth. This can also help build the culture of the organization, communication is key to having a cohesive group.
Question: What is the most valuable characteristic when working with others? (Listening, Leading, etc.)
1.“Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them,” in order to engage individuals to take action it is important to make it fun. Making actions fun and creative give the right incentives to encourage participation.
ReplyDelete2. “Behavior change occurs when the behavior is easy to do.” Another way to encourage action from individuals is to make participation as easily as possible. When designing your campaign look at possible barriers and determine how to overcome these.
3. Overall there are four design principles that are used to get individuals to participate and take action. These are; making it easy, making it fun, making it open, and making it tailored.
1. "In addition, the organizers found that on Facebook it was better to have a unified brand-centered voice, whereas on Twitter they achieved better engagement with a more casual, personal tone," (110). Learning to differentiate your type of posts, especially the associated tone, is crucial in working with different social media platforms.
ReplyDelete2. "Research has found that when you ask for time, your product or cause can become more alluring and better liked," (120). Asking for time rather than money brings engagement to an entirely different level. Volunteering time shows an emotional investment an individual has in a cause.
3. "Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without a bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first. Suggest that they change a light bulb in their home," (124). This goes for any sort of goal-setting in life. If you are trying to lose copious amounts of weight, it won't happen over night but rather, with small daily changes.
Q: How do you differentiate your message in asking for money and asking for time?
1. “what you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do” (114). Makes perfect sense. If the goal is to help stop climate change, people will be overwhelmed. If it’s to recycle your cans and bottles, people are more likely to participate, because it’s easier.
ReplyDelete2. “the gap between corporate perceptions and consumer perceptions is known as the image-identity gap.” 136 I think this is very important and something I didn’t realize before reading Wing 4. Oftentimes I am critical of a company or of an office because they “lack transparency” regarding their operations, but I never realized that perhaps the company thought they were being open and honest to begin with, they just weren’t doing it thoroughly enough.
3. Asking for time activates an emotional mind-set that makes well-being and happiness more easily accessible---thus leading to donations. When people are solicited for their time, they are more likely to think in terms of emotional meaning and fulfillment.” 122 I absolutely agree with this statement. When people ask me if I have money to donate, I usually just think about how broke I am and say no immediately, but if I am ever asked to volunteer I think about it first, because I know that helping out will improve my own happiness.
Question: I was thinking that asking a person to donate time would be more effective because it means that you value them as a person and value their personal contributions, rather than just their wallet and how much monetary value they bring to your cause. Is this right, or is it only about well-being?
Wing 4
ReplyDelete1. When it comes to social media, timing is everything. Virtually every business is now utilizing social media so it is important to think outside the box. Alex’s Lemonade Stand Foundation found that when branching into social media, the old rules didn’t apply. “Most scheduled tweets go out every hour on the hour.” ALSF acknowledged this, and tweeted 15 minutes past the hour so it would stay on screen longer since there were less tweets going out.
2. “When you grab people’s attention, they sit up and listen. When you engage people, you connect with them and inspire them.” (111) Grabbing people’s attention requires having a “sticky idea” as talked about in previous chapters. The ALSF got brand ambassadors to encourage others to set up an ALSF lemonade stand of their own to raise money in the fight against cancer.
3. “The time-ask effect shows that focusing your message on time (versus money) can affect your audience’s willingness to contribute.” (120) People are constantly asked to donate money to a cause. When people are asked for their time instead of money, that could lead to more awareness of the organization or campaign, and later on donations. People feel more of a sense of meaningness when they directly help out a cause. As talked about in previous chapters, in the end meaningness is what fulfills happiness down the road.
Question: Should you find a way to ask for time instead of money even if it is only money you are interested in?
THE DRAGONFLY EFFECT, Wing 4.
ReplyDelete1) “When organizations combine the power of the call to action with innovative social media tools, they can achieve extraordinary results” (p. 113) This section of the Wing 4 chapter is focusing on the potential success of effectively combining these two marketing/psychological theories and aspects. For example the authors refer to the Take a Bite Out of IHOP’S Animal Cruelty campaign through the United States HUmane Society- in an effort to bring attention to the bleak realities of animal abuse, especially in the instance of chickens and eggs, the Humane Society created a campaign aimed at getting the restaurant chain to use cage free eggs. By incorporating their FaceBook followers to share their outrage and about these inhumane practices by tagging IHOP in all of their posts and thus allowing their concerns to be voiced on IHOPS’s FB change as well they were able to have an immediate and powerful effect. IHOP responded promptly within about a week of the protest and has since pledged to use cage free eggs if the testing proved successful- proving that with the right amount of pressure and support, even conglomerates like IHOP can succumb to the will of the people- the customer is always right after all!
2) “Behavior change occurs when the behavior is easy to do. Research suggests that when it comes to encouraging others to help, small asks often lead to better results.” (p. 114). This section of the Dragonfly Effect speaks to the theory that people will genuinely be more inclined to act or participate if the scale of effort on their part is smaller, but without diminishing the importance of the effect (who doesn’t like to feel like they’re ‘helping out’?). ‘Offering diverse opportunities to contribute to your cause over time and regularly communicating new ways to get involved can lead to donor satisfaction and raise more money.’ In other words as long as a campaign maintains it’s focus and is clear, the more options- the better! Asking for participation in ‘bite sized’ chunks for example, is one aspect of making it easy for people to get, and often more importantly to feel involved. Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without a bigger intervention from the organization or company that would otherwise be expected.
3) “Asking for time activates an emotional mind-set that makes well-being and happiness more easily accessible- thus leading to donations.” (p. 122). In an experiment for the American Lung Cancer Foundation half of the participants were asked ‘How much TIME are you willing to donate?’ before being asked the same about money- those who were first asked about time gave almost 50% more than those who were asked for monetary donation only. In response, although some of this explanation may come from people feeling guilty that they could not donate any time to the organization, the majority response was that ‘people motivated by happiness or empathy are more likely to become repeat donors than those motivated by guilt’. In association, the ‘tim- ask effect’ shows that focusing your message on time (versus money) can affect your audience's willingness to contribute- in a positive sense by FOCUSING on the positive, and thus creating traction with different audiences and spurring them into action.
QUESTION: How can an organization/company effectively adopt the ‘How To Ask’ diagram method while attempting to ‘ask’ multiple/very large groups of people in their focusing audience?
Observation 1: Timing is everything when it comes to social media. Alex's Lemonade Stand Foundation is clever with their tweeting. Most companies schedule their tweets to go out every hour on the hour, but they send theirs out fifteen minutes past the hour to ensure that the tweet stays on the screen for longer. This is a very clever technique because, as a tweeter, I get annoyed when all of the companies I follow promote their product or mission at the same time.
ReplyDeleteObservation 2: "Research has found that when you ask for time, your product or cause can become more alluring and better liked." I agree with this statement because I follow the Mayors Against Illegal Guns campaign, and a lot of time they are asking me to donate my time listening to them, not my money. They just want their voices to be heard and their stories to be spread. This incentive has made me want to contribute money, whereas if they just asked me to donate without getting me engaged, I would have ignored them.
Observation 3: "We can't ignore an important and possibly surprising element of social movements: the fueling effect of fun." Even though these are serious issues, when people donate their time, they want to have fun while being actively involved. It will make your mission more appealing if the audience sees that you can have fun and feel good about a serious issue, like donating to cancer research, like Alex's Lemonade Stand Foundation.
Question: How do you know if your campaign is crossing the line between "fun" and "inappropriate" when raising money for a serious campaign?
Wing 4:
ReplyDelete1. Make sure you plan out how to ask people to contribute to your campaign. “You need to carefully calculate the what, how, when, and scope of your ask to yield maximum results. Whether you ask for or require participation should be based on two factors: your degree of separation from the potential donor and the emotional intensity of your ask (p. 116).”
2. In order to get people to “take action” you must hook them and draw them towards you, without this hook what differentiates you from the others. “Take Action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it. After all, in a world where a blanket with sleeves constitutes a hot ticket item, its hard to get people off the couch.”
3. There are four design principles that enable others to take action,. They make it feel like it is something attainable, interesting, something that they would want to do, and will give them a feeling of purpose or satisfaction for having done it. These four principles are: Easy, Fun, Tailored and Open. Easy, people do not have time so if the ask gets in the way of what they are already doing they will not participate. Fun, there are multiple ways to make it fun, like competitions and rewards. Tailored, it is important to make the call to action very personal. Open, create a culture of sharing.
“Fun has an important place in curing cancer, solving the climate crisis, and alleviating poverty.”
question: what is the difference, and how do you differentiate between asking for money and asking for time?
Wing 4:
ReplyDelete“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first.” (p.124)
When a small goal is achieved it gives more incentive and motivation for someone to keep going and to eventually achieve the bigger goal. Motivation comes from success.
“There is strong evidence connecting personal happiness with being engaged and proactive in giving back to the world. Happy individuals are much more likely to participate in activities that are adaptive, both for them and the people around them.” (p. 129)
When someone is happy, they are more likely to socialize and join in conversation and activities. If someone is happy there is more of a chance to get them involved in your campaign as opposed to someone who is depressed and anti social.
“When organizations do combine the power of the call to action with innovative social media tools, they can achieve extraordinary results.”
Take Action is about enabling action by providing your audience with the tools to get them to do something.
How do you get people to achieve the small goals first?
Wing 4- Engage
ReplyDelete1. In the Dragonfly Effect, authors talk about the important rules of social media. On Twitter, you need to consistently post and mention viewers. On Facebook, users want to interact with each other. On YouTube, shorter videos hold attention. After reading this book and viewing the different presentations in class last week, it is interesting to see that these rules are becoming commonplace for social media strategy. There is now a formula for social media success.
2. The authors write, “Take Action is about requiring individuals to exert themselves and make the transition beyond being interested by what you have to say to actually doing something about it.” In connecting this idea to those presented in our text book, the fourth wing is like the decision and implementation stages of the diffusion theory process. We go beyond the knowledge stage and begin to change behavior.
3. The Wing 4 chapter focuses a lot on design principles for enabling others to take action. The first is to make it easy for someone to participate in the cause. This principle seems to be invoked most in the new application of online petitions. Websites like change.org are providing a platform to allow individuals to easily voice their opinion. Rather than having to seek out activity organization, one can simply type their name.
Question: How much formal research is being done on effective social media strategy?
1. Larger goals cannot be achieved without setting smaller objectives to reach them. Any sort of long-term goal will have various elements whether they are simple or meticulous. Whatever they may be, they must be acknowledged. A step-by-step approach will lead to efficient and sustainable results. This will make taking a call to action much easier. Individuals will be able to decide paths for themselves and choose which steps they want to take achieve their goals. Also, others will be able to learn how to set objectives themselves, teaching others along the way.
ReplyDelete2. What you are asking from your audience needs to be the most well-defined and precise portion of your marketing plan. If this is unclear to viewers, there is possibility for confusion right from the start. Being powerful in your ask is essential to success. You must capture their attention while not overwhelming the audience. The more focused your audience is on the specifics of your ask, the more likely they are to comprehend your message.
3. While there are several forms of asks, it is important to stick with what you feel is best for your project. Getting directly to the point you want to make will make the message clear and concise. Social media marketing plans have little room for “smoke and mirrors” when it comes to delivering a powerful message. Remember to have fun at the same time. It is important to keep this in mind while simultaneously holding sense of seriousness for each project.
Q; How can you tell when an audience or target group is overwhelmed?