HelpGood just landed a new social media campaign assignment that is perfect for us, being that we’re total Internet and social media geeks and friends of nonprofits.

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EveryoneOn is a national campaign powered by Connect2Compete, a national nonprofit organization bringing together leaders from communities, the private sector, and leading foundations with a goal of helping all Americans get access to free digital literacy training. There are a huge list of partners involved including nonprofits like the Ad Council and United Way as well as many for-profit companies including Time Warner, Cox, Charter and more.

In the coming weeks we’re going to be enlisting digital savvy folks to help digital newbies get online, get free computer training and find out how they can improve their lives by getting connected to the Internet.

Another Super Bowl and another list of meaningless Twitter hashtags on the ads. Look at these hashtags to see if you have any idea what brands they belong to: #gethappy #braverywins #nodrama #yourbigidea #wishgranted.

Some hashtags made more sense: #cookiethis #clydesdales and #calvinklein. According to hashtags.org, the more specific hashtags fared better with tens of thousands in use. While the vague hashtags, like #nodrama, got around 350 tweets. What is the conversion rate from the total amount of viewers (over 100 million) to 350 tweets?

Stats like this lead me to the theory that Super Bowl ad hashtags are not meant to be used. I mean if they are, great, but if they aren’t, who cares. It’s more important for hashtags to be on the ad so the agency and brand look like they are in the social TV game. In advertising, perception may be more than half the battle.

If the main goal for the ad hashtag is not use, it takes on a new meaning as part of the branding rather than a throw to your smartphone. They act as a sub tagline stamped with a pop-culture punctuation. In this context, I quite like them.

Here’s why hashtags on ads are not widely used by viewers — ads are conceptual and hashtags are very specific. From what I gather, ads raise awareness, invoke emotions and create desire. Then, the endframe subtly attaches this feeling to a brand. If this job is done well, the conversation will flow. Yes, it’s not all neatly tagged for marketers to track but that is ok. Twitter keyword searches work too.

Social media is chaotic. It’s fragmented, lightening-fast and uncontrollable. Better to watch and listen so that you can contribute great real-time content (for example, the Oreo “dunk in the dark,” image). This was a good reaction rather than a prescribed path, and that is social.

Happy Holidays from HelpGood

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Posted by: In: Uncategorized 18 Nov 2012 Comments: 0 Tags: , , , , , ,

This is a great PSA and may be one of the most effective ones ever based on the number of social shares alone.  It addresses a serious issue – safety – in a fun and spot on way for Australian Metro.
videohall:

Dumb Ways to Die:The weirdest ad I’ve ever seen

millionpuppetmarch:

We’ve got his back.  Forward.

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In the Presidential Debates last night Mitt Romney mentioned Big Bird.  In the ensuing nanoseconds, multiple twitter handles emerged including BigBird and FiredBigBird.  Well now there is an effort to get a Million Puppet March on Washington DC on 11/3 to show support for Big Bird, puppets and PBS.  Shows how social media has dramatically changed the political landscape and can create a social movement. Puppet Power!

Every Beat Matters

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AT&T launched It Can Wait, a campaign encouraging people to pledge to never txt and drive. There’s a Facebook connected app and a site with videos featuring Victoria Justice and Ryan Beatty along with PSAs and other videos supporting the message.

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After a sold-out program in Silicon Valley, Social Media for Nonprofits is heading to Los Angeles on August 14, featuring an all-star lineup sharing practical tips and tools for leveraging social media for fundraising, marketing & advocacy.


Join HelpGood President, Michael Bellavia, along with Giulia McPherson, CARE; Lee Fox, KooDooz; Lisa Rau, Confluence; Tom Kramer, Fundly; Richard Levy, give2gether; Stephanie Rudat,Movements.org; Lauren Winkler, Save a Child’s Heart and Dan Portnoy, Author of The Nonprofit Narrative. 

This stellar lineup will provide attendees with concrete insights and takeaways for nonprofits to use social media to advance their cause.

Discounted tickets are available for small nonprofits at $95. For-profit and larger nonprofits can use the discount code “Bellavia” to save $20 off $125 and $175 tickets. Registration includes access to the full conference as well as breakfast, and lunch.

For more information or to sign up, visit http://bit.ly/NkOFCm

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