Digital campaigns Posts

Gamification: What it is and when to use it

31 October 2013

People are complex, smart, and sometimes extremely stubborn, which may explain why in the last two thousand years, nobody has discovered an easy way to shape how people think and behave. Yet in the digital era, we’re witnessing widespread claims, that the secret to winning friends and influencing people, is to reward them with points and badges. A magic solution to engagement or a load of hype—in this article, I’m going to discuss gamification, describe it, judge it, address misconceptions, and advocate when it’s a good or bad idea.

How to Win Friends and Influence People in Social Media (e-book)

15 June 2012

Back in 1936, when Dale Carnegie published his book How to Win Friends and Influence People, he could never have anticipated it would become one of the first bestselling self-help books, selling a huge 15 million (and counting…) copies worldwide. Dale’s classic book on interpersonal communication provides concrete advice on how to handle people—how to encourage them to like you, to win them over to your way of thinking, and how to become an inspiring leader.
How to Win Friends and Influence People… in Social Media To simplify Dale Carnegie’s advice on handling people, we have taken 31 of his principles and merged them into just 10 groups. If Dale were alive today, we’re sure his advice to community managers would look something like this.

A brief history of social marketing and the Internet

4 May 2010

The roots of social marketing date back to the 1950s, when one psychologist argued that the more non-profit organizations communicated like for-profit marketers, the better their prospects for success. Then during the 1960s, practitioners in developing countries and marketing academics set the stage for the emerging field. Social marketing was formally launched in the 1970s; searched for an identity in the 1980s; and had found a unique niche by the 1990s. By 2000, social marketing was considered an established field; it now continues to grow and evolve.
social-marketing-growth-cugelman

Reflections on source credibility and online campaigns

26 March 2009

Source credibility is a key factor that can impact whether audiences believe a proposition, while trust is a key factor that can influence a person’s willingness to act on advice. In this blog post, I’ll discuss the historical use of source credibility in persuasion, present a humorous example of how the tobacco industry abused credibility appeals from 1920-1950, and finally, discuss why online credibility is important in the design of online outreach campaigns.
3-doctors-1-smoking

Can Brotherhood be Sold Like Soap…Online?

15 February 2008

Over 50 years ago, the psychologist G. D. Wiebe asked the question ‘Can brotherhood be sold like soap?’ In his paper, ‘Merchandising Commodities and Citizenship on Television’, Wiebe proposed that organizations which successfully ‘sell’ intangible social objects-such as goodwill, respect for the environment or community development-would be more successful if they sold their social objects the way marketers sell sports cars or mouth wash.