Powerful PSAs – What’s Working & What’s Next

Oct 13

Yesterday I attended a roundtable luncheon called Powerful PSAs, sponsored by the National Association of Broadcasters, TV Access, Nielsen, and Crosby Marketing Communications.

After a year of working in public service messaging through my work on the Centers for Disease Control and Prevention’s Inside Knowledge and Screen for Life campaigns, I was intrigued by the invitation and compelled to attend. My goal was to walk away with nuggets of wisdom on how to improve our PSA production methods and distribution techniques in the future.

The session kicked off with a panel of radio and television broadcasters from Beasley Broadcast Group, Inc.; WBAL-TV 11 in Baltimore, MD; NBC Universal Entertainment Group; Black Entertainment Network; and WUSA-9 in Washington, DC.

After listening to the panelists give their insights on “what works,” I realized there isn’t a ‘one-size fit all’ solution when it comes to production elements or getting your PSA placed. While the local station PSA directors on the panel said they value PSAs that provide community angles, the network station PSA directors noted that they value PSAs that are more ‘evergreen’ with national messaging.

Here are six take-aways from the luncheon:

  1. PSA directors are overwhelmed: One panelist estimated that a director can receive almost 58 or more requests per day. She asked social marketing practitioners in the audience to be patient.
  2. Go beyond broadcast: With limited air time and PSAs always competing for space with paid ads, relying solely on broadcast channels to air your PSAs could be a mistake. One panelist suggested looking at the PSA as a public service message that can be shared through other mediums such as the Internet and conveyed to audiences through earned media and partnerships as well.
  3. PSAs should be well-produced and submitted to stations in formats they use: All the panelists agreed that a PSA of poor quality will end up in the rejection pile every time. One sure-fire way to ensure yours does not is to make sure the PSA is high quality and produced in several formats (so that you can send station directors the format of their choosing). The growing trend is to air shorter versions such as a :15 or :20 format, however PSAs in :30 and :60 format are considered to be the most popular.
  4. Partnerships are the way to go: Finding out which “causes” the station has historically supported could help your PSA to get on the air. Many stations have causes they support, so considering a partnerships with stati
    ons that already support your issue is a viable option for ensuring your message is heard.
  5. Directors are wary of PSAs funded by corporations: All of the panelists noted that commercial ads disguised as PSAs is a growing trend in the fight for air time.  PSA directors are resistant to playing PSAs that may ultimately generate funds to a corporation. Instead, they would prefer to air PSAs that have a true call to action for consumers that does not involve a corporation in any way.
  6. Craft your pitch: While the panelists varied on how they liked to receive a pitch, the one consistent message was to keep it brief and leave off the Word attachments (they aren’t reading them!). The pitch should make the case for how the issue affects the station’s audience.  While your PSA may not make it on the air you can position your campaign or client as a resource on the issue, in case a news director is in need of commentary.

What do you think about these tips? Based on your experiences, which tip resonates with you the most?

Proceed Until Apprehended

Oct 13

“Proceed until apprehended,”  the rallying principle for social media experimentation & execution shared by Brandon Friedman, Director of Online Communications for the Department of Veterans Affairs captured the pioneering spirit of all of the panelists from the  October 6th Ogilvy Exchange: Can the Department of Defense realize the full power of  social media? The experienced panel of practitioners – rounded out by Jack Holt, former Senior Strategist for emerging Media at the Department of Defense, and Lieutenant Commander Chris Servello, Director of Emerging Media for the US Navy’s Chief of Information – shared very practical tales from the trenches for applying social media to some of the government and DoD’s most difficult communications challenges.

Lessons & Links
Social greatness comes from the inside out – Jack Holt shared a number of helpful lessons, but thematically returned multiple times to something often overlooked – it is critical to embrace the principles of better interaction and connection internally before the promise of social media engagement with external constituents can be fully realized.

Even small engagements are important.  If you visit the Department of Veterans Affairs remarkable Facebook page, you will see 1×1 questions and customer service being addressed in a very “public” forum.   Take a read through the discussions and see if that changes your impressions of the Department.

There is power in speaking directly to your audiences – Last week, LCDR Servello’s group at Navy released a YouTube video of the new F-35 fighter landing on the USS Wasp. This brief video clip has racked up a remarkable 200k+ view on YouTube in a week of release with no traditional media aircover – overwhelming evidence that there is an audience for the stories the Navy has to tell. Social media empowers them to speak directly to their audience in the same venue where they can carry the story forward to their networks. Read the rest of this entry »

Can the Department of Defense realize the full power of social media?

Oct 05

Nielsen reported recently that social networks and blogsites now account for more than 22 percent of Americans’ time spent online, more than twice than that of online gaming.  To put that in perspective, Nielsen lists 75 categories as “other,” which combined accounts for only 35 percent of Americans’ time online. Read the full report here: http://blog.nielsen.com/nielsenwire/social.

The enormous communications power of this medium is indisputable.  So what does this mean for an organization like Department of Defense (DoD) and the individual military services?

Clearly social networking provides enormous potential for increasing awareness of the military’s core activities, for recruiting, for informing Servicemembers, Veterans, and the general public quickly and efficiently on benefits, programs, and services.  But there are obvious downsides as well.  How transparent can or should DoD be?  Where do you draw the line between security requirements and the desire for Servicemembers to be active online ambassadors?  Is this a matter of education, technology, or some combination?

Ogilvy is excited to host a panel of social media experts from the Department of Defense and Department of Veterans Affairs to discuss this topic.  You can watch it live via our Facebook page starting at 9:00 am on Thursday, October 6.

Reseach on consumer response to big brands highlights value of stong narratives.

Oct 04

Martin Lindstrom’s piece in Saturday’s New York Times highlighted his research on whether consumers were “in love with” or “addicted” to their iPhones, given demonstrations of longing, sensory reaction and separation anxiety. His past research has used functional magnetic resonance imaging (fMRIs) to compare human responses to imagery from the world’s great religions and its great brands, examining reaction to images of globally-known products and religions; his findings showed that reactions were often comparable. While this article focuses on whether consumers are technically addicted to their iPhones (and other technologies), his work examining activation of the visual and auditory areas of the human brain has relevance to current discussions on neuroscience and the value of storytelling as a communications tool. Whether selling the latest technology, reinforcing a global brand or making a case for behavior change to drive common good, the importance of a strong narrative that evokes an emotional response from consumers is clear.

Minorities Favor Government Using Social Media

Aug 19

I recently came across a study by the Pew Internet and American Life Project, which discusses how Americans use government Web sites, and how social media can be integrated into the government’s online presence. The study is over a year old, but given that in the past year alone, social media has sparked social, cultural, and in particular, political revolutions, the findings are still timely. According to this study (which is loaded with information), the government’s role in the online space, and in particular, the social media space, is sure to resonate with its constituents, and especially its minorities.

One finding which particularly struck me was the conclusion that minorities are equally likely to get government information using digital platforms and furthermore, that African Americans and Latinos, compared to whites, are more likely to express positive attitudes towards  government engagement in social media.  Check out this video by study author Aaron Smith, Research Specialist at the Pew Internet and American Life Project, who briefly explains.

While the study does note that the average government Web site user is affluent, highly educated and White, minorities do still use the internet and social media to obtain government information. In fact, minority Americans were more likely than Whites to believe that government social media outreach makes the government agencies and officials more accessible.

For social marketers who search for the best ways to reach their audiences, and for those of us who work on government campaigns, we can use studies like this to reassure, and encourage, our clients that social media is a viable and valuable option to reach our minority audiences.

The findings are not too surprising, given recent studies that mention that the digital divide is now decreasing, and that more people are now able to get online.  But, what’s interesting is the extent to which we embrace social media, so much so, that we’re encouraging our government to collaborate with us in this way. And, according to the report, Americans don’t believe the government is wasting money by using social media. (Surprising, I know).

So, what are some ways that the government can strike a chord with minorities? Well, for starters, begin blogging, friending, and tweeting.

Survey Recognizes Social Marketing as Critical Tool in Driving Social Change

Aug 17

Findings were released yesterday from a survey conducted by Ogilvy Public Relations Worldwide, in collaboration with The Conference People, prior to the 2nd World Non-Profit and Social Marketing Conference. The survey was conducted to examine trends and issues of social marketing, as well as priorities for the future.

More than 600 marketers, communications experts, and researchers from 40 countries convened at the Conference in Dublin, Ireland, on April 11-12, 2011. The survey, conducted among Conference participants and invitees—including representatives of leading corporations, civic organizations, academic institutions, governmental entities, and nongovernmental organizations (NGOs)—found that 84% of respondents report that they believe that social marketing is at a critical turning point in driving social change.

The key findings showcase that the application of marketing and communications to support personal behavior and social change is poised to become an increasingly important tool for addressing global health and social issues.

Here are some highlights:

When asked to identify the areas in which social marketing has most advanced societal progress, respondents named:

Looking ahead, respondents identified areas in which they felt that social marketing was most needed to drive future awareness and behavior change. Obesity, chronic illness, and environmental stewardship top the list of emerging priorities.

Read the rest of this entry »

Google+ for Business: An Innovative Tool for Social Marketers

Aug 04

On June 28, 2011, Google launched its social networking answer to Facebook, Google+. Within the first 2 weeks, this invitation only network amassed 10 million users. Now, a little over a month later, the site has 25 million users and that number continues to grow exponentially.

Like Facebook, Google+ is a platform for consumers to share personalized information with people in their social circles. Eventually, Google+ will offer its users complete integration with all Google products. Products like Google Places, Google Maps and Picasa will seamlessly link into users’ streams and fan out to their networks. First, let’s define the Google+ lingo.

Streams: The primary way to communicate information on Google+. Streams are status updates that can be shared with friends across circles.
Circles: An organizational tool that separates those in your social network into easy to identify groups. For a business, circles can separate fans by how frequently they post/comment, their primary interests or their purchasing behavior.
Hangouts: A video chat feature that allows for two person video conversations, or accommodates a video conference for up to 10 users. Within the next few months, this feature will also include hearing-impaired capabilities.
Sparks: A stream of search-engine results based off of users’ interests. Sparks is an opportunity to have Google+ search and aggregate videos, pictures, and articles based on the user’s interest.

Google+ for business rolls out later this year. Already, over 10,000 businesses have petitioned Google for a business account. In addition to organizations like Ford Motor Company, Sesame Street, and Mashable, the roster of businesses eager to try Google+ includes law firms, charities, and non-profits. The communication possibilities for social marketers are almost limitless. Read the rest of this entry »

Crowdsourcing for Government: Turning Crowds into Communities

Jul 28

Over the past week, I helped world renowned scientists from Carnegie Mellon University discover new ways to fold RNA molecules, adding to their understanding of RNA’s biological activity and contributing to the storehouse of knowledge that may eventually shed light on the origins of life. What did you do?

I did this playing an online video game (in my spare time) called EteRNA, which I learned about at Crowdsourcing: The Art and Science of Open Innovation – an event held at the NIH last week. The video game harnesses the wisdom and enthusiasm of amateur biologists by asking them to compete against each other to create the best synthetic RNA molecule designs. Players are rewarded with increased rankings and bragging rights. Top designs are chosen weekly and the molecules are actually synthesized by scientists at Stanford and scored based on their ability to function properly in real life environments. The EteRNA community’s collective effort could have significant medical and scientific applications.

According to research lead Dr. Adrien Treuille, the success of the game was built largely upon the enthusiasm and connectedness of the community of gamers, not just their collective brainpower.  They chat, talk trash, share ideas and best practices on forums, contribute to the visibility of the University and its RNA research, and are “part of the RNA revolution”. Without the ongoing engagement of the community, Treuille’s research would not be as successful (he acknowledged this last year by crediting his players as a contributing author in a peer-reviewed article in Nature). Read the rest of this entry »

The Intersection of Cause Involvement and Behavior Change

Jul 16

When designing interventions for behavior change, the first things that usually come to mind are how to remove the barriers to action, how to increase self-efficacy, or even if the external conditions are favorable for the adoption of the desired behavior. Not often do we consider that involvement in causes can actually trigger individual behavior changes.

However, new findings from the Dynamics of Cause Engagement study revealed that more than half of Americans say they have changed their behavior because of their involvement in a cause.

Voting is the number one behavior change triggered by cause involvement across all ages, ethnicities and genders. Environmentally conscious actions (e.g., changing recycling habits, becoming more energy efficient) are also near the top of the list, while health-related behaviors (e.g., visiting a medical professional, requesting a specific medical test) fall lower.

Our study also found interesting differences by ethnicity and gender when it comes to cause-driven behavior change. While Caucasians are more likely to report changes in environmentally conscious behavior, African Americans are more likely to have visited a doctor or medical professional as a result of their involvement in a cause. Women are significantly more likely than men to say they have changed their behavior due to cause involvement (55% vs. 48%), including environmentally conscious actions and health-related behaviors.

These results were presented for the first time at the 21st Annual Social Marketing in Public Health Conference.

During the presentation, we suggested some strategies to motive behavior change through cause involvement. We also shared some real-life examples of how practitioners are applying these strategies.

Here is a sneak preview of the strategies:

1. Provide multiple touch points for support expression

2. Motivate story sharing

3. Reinforce a sense of community

4. Empower supporters

5. Foster an emotional connection

To download the full presentation click here.

Surprised by the findings?  Please share your thoughts.

For more information on the study, click here and stay tuned for the upcoming release of the final report.

Big Words / Little Understanding – Scientists need to learn the art of public speaking

Jul 01

I love words and growing up I loved learning and using new words – strange and different words that most people didn’t know and certainly didn’t use. It helped that I had four older brothers all attending college while I was still in grammar and middle school. Using big words – 50 cent words as neighbors would call them – impressed and made me look smart. But when honing my skills as a journalist I realized that if the goal was reaching and affecting people, big words were more often a barrier than a conduit (especially in broadcast news).

By and large, most scientists are still very much in love with the words of their profession. And why shouldn’t they be? They spent a lot of time, money and energy learning those words – the ones that precisely express what they are trying to say. Unfortunately, the rest of the public have no idea what they’re saying and therein lies the rub.

College president Barry Glassner recently wrote in USA Today that while the public does have a science literacy problem, scientists need to be more “publicly literate.” He ticks off a list of things that science has failed to communicate very well. First on that list is global warming. Sharon Begley has also written about this in Newsweek and sums it up in one declarative sentence, “scientists are lousy communicators.”

After having spent a couple of decades wrangling soundbites from some of the world’s most distinguished scientists, I now spend much of my time helping scientists speak more simply before they get in front of an audience.

Dr. Francis Collins, head of the National Institutes of Health, didn’t need much help from me when I first interviewed him for CNN more than 15 years ago and he didn’t need much help from me when I helped him put together this recent video on the NIH’s Strategic Plan on Obesity.

He uses common phrases such as “short list” and “wagging fingers at people.” He uses a different intonation when he paraphrases the critics who say, “well, you know, it’s just because people eat too much and don’t get enough exercise.” He’s not afraid to admit that clinical trial results have to be tested in the “real world” and to use every day phrases such as “heart attacks” rather than the jargon “cardiac events.” I like him because he describes things as “truly frightening!”

Having Dr. Collins at the head of NIH shows scientists everywhere the value of learning how to communication effectively – using less big words that will ultimately promote, not compromise, good science to the public.