Online Psychology & Social Marketing

Education

• PhD in Online Social Marketing. University of Wolverhampton. UK. 2006-2010
• Postgraduate Certificate in Social Sciences Research Methods. Open University. UK. 2005-2006
• MA in Business and Computer Studies. University of Portsmouth. UK. 2004-2006
• Resources Engineering Technician Diploma. Seneca College. Canada. 1995-1997
• BA in Philosophy. York University. Canada. 1990-1993

Training

• Intermediate and advanced meta-analysis. University of Oxford. UK. 4-6 July 2008, 7 Nov 2008
• Social Network Analysis. University of Essex. UK. 9-20 July 2007
• Numerous research methods and statistics courses. ESRC. UK. 2007-2008
• PRINCE2 Practitioner Certification. Association for Project Management. UK. Oct 2005
• Supervisory Skills: Foundations for Excellence. United Nations. Germany. 11-15 Feb 2002

Career History

AlterSpark Consulting (self run practice), Sep 2006 - Present

• Consultant: Providing the following services: impact evaluations, report writing, strategic consulting, online research, digital marketing, training and coaching.
• Some clients include the United Nations Millennium Campaign (UNDP), Oxfam GB, Century 21, Centennial College, CIVICUS, The Health Communications Unit, Local Enhancement and Appreciation of Forests, Green Infrastructure Ontario Coalition, and Smith Company Commercial Real Estate.

Government of Canada, National Crime Prevention Centre, Aug 2011 - Present

• Senior Evaluation Analyst: Managing and overseeing evaluation contracts; supporting ongoing evaluations; developing and revising evaluation guidelines and policies such as cost analyses; knowledge translation and dissemination for public audiences; knowledge synthesis and report writing.
• Possess enhanced security clearance for the Government of Canada.

United Nations Framework Convention on Climate Change, Aug 2004 - Aug 2006

• Webmaster: Within the communications unit, managed the website (www.unfccc.int) and content management system; oversaw online publishing while ensuring editorial and design standards; decentralized web publishing across the institution as part of a change management project; supervised website staff and consultants while coordinating across departments; conducted stakeholder research then developed engagement strategies and outreach tools; gave various presentations; planned and implemented enhancements while providing support.

United Nations Volunteers/UNDP, Feb 1999 - Aug 2004

• Campaigner: From 2003-2004, as part of the communications department, implemented and managed a UN General Assembly endorsed web portal; coordinated International Volunteer Day campaigns and evaluations; helped lead an institution-wide needs assessment on knowledge management and integrated systems; supervised staff.
• From 1999-2002, worked for the global campaign team responsible for building-up, coordinating and reporting outcomes from the UN International Year of Volunteers 2001. Tasks included building a global network of stakeholders; planning and implementing numerous campaigns; organizing and speaking at events/workshops; designing and managing online tools; producing and distributing campaign resources and media products such as articles, strategy documents, newsletters, posters, flyers, press materials, CD ROMs, a music album and TV PSA aired on international networks; supported and coordinated many research projects while serving as a member of the global campaign evaluation team; supported production of the final UN General Assembly outcome report and resolution.
• In 2001, achieved the top staff rating: “outstanding”, “an example of best practices in his field”.

• Network Analyst: Working with Development & University Relations, co-managed a Novell network with over 200 users; administered the department’s website, email and directory servers; conducted a Y2K audit; provided technical support; engaged in daily trouble shooting; educated staff about applications; upgraded and built PC systems; managed network security.

• Event Coordinator: Planned and implemented Canada’s first Walk a Child to School Day, a social marketing campaign to reduce carbon emissions; obtained participation from over 60 schools; gained endorsement from Toronto’s Mayor and Canada’s Federal Parliament; coordinated politicians, guest speakers, organizations, companies and the police; achieved local and national media coverage; developed information systems; designed and promoted local and national websites; raised funds and in-kind donations; produced posters, flyers and a booklet; conducted an end of campaign greenhouse gas reduction audit.

• Operated Renaissance Consulting, which provided website development, database design, network services and environmental impact assessments. Clients included small non-profit organizations and businesses.

• Outreach Coordinator: Developed and implemented a social marketing-based urban forestry project designed to mitigate climate change; engaged citizens in green behaviours; produced promotional materials; conducted event coordination and media outreach; delivered and planted native tree species in Toronto neighbourhoods.
• Technical and analytical tasks included data collection for a University of Toronto urban forestry project; conducting an audit of the project’s greenhouse gas reductions; maintaining and upgrading PC systems; training staff to use software applications.

Publications

• Cugelman, B., Thelwall, M., & Dawes, P. (2011). Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors. Journal of Medical Internet Research, 13(1), e17.
• Cugelman, B. (2010). Online Social Marketing: Website Factors in Behavioural Change. PhD thesis, University of Wolverhampton, Wolverhampton.
• Cugelman, B. Thelwall, M. & Dawes, P. (2009) Communication-Based Influence Components Model. Persuasive 2009. Claremont, ACM.
• Cugelman, B. Thelwall, M. & Dawes, P. (2009) The Dimensions of Web Site Credibility and Their Relation to Active Trust and Behavioural Impact. Communications of the Association for Information Systems, 24, 455-472.
• Cugelman, B. & Otero, E. (2009, in production) UN Millennium Campaign: United States Evaluation. United Nations Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.
• Otero, E. & Cugelman, B. (2009, in production) UN Millennium Campaign: External Evaluation 2009. United Nations Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.
• Cugelman, B. Thelwall, M. & Dawes, P. (2008) Website Credibility, Active Trust and Behavioural Intent. Persuasive 2008, LNCS 5033. Berlin, Heidelberg, Springer-Verlag.
• Cugelman, B. (2008) GCAP Websites Report. Johannesburg, South Africa, CIVICUS and Statistical Cybermetrics Research Group.
• Cugelman, B. Thelwall, M. & Dawes, P. (2007) Can Brotherhood be Sold Like Soap…Online? An Online Social Marketing and Advocacy Pilot Study Synopsis. Persuasive Technology. Stanford University, Springer.
• Cugelman, B. & Kumar, K. (2006) Global Call to Action against Poverty: Review of Campaign Websites. Beirut, Lebanon, CIVICUS.
• Cugelman, B. (2004) Your Goals, Global Campaigns and Internet Technology. Journal of Volunteer Administration, 22.
• Cugelman, B. (2003) Enhanced Digital Network Strengthens Human Networks. UNV News, United Nations Volunteers programme.

Peer-Reviewed Conference Presentations

• Social Media for Public Relations and Citizen Engagement. Global Citizens Forum. Ontario Council on International Development. Toronto, Canada. 2010
• Workshop on Internet Research Methods for Impact Evaluations. Optimizing the Practice of Evaluation. Canadian Evaluation Society Annual Conference. Toronto, Canada. 2010
• Basic Efficiency Resource: A Framework for Measuring the Relative Performance of Multi-Unit Programs. Optimizing the Practice of Evaluation. Canadian Evaluation Society Annual Conference. Toronto, Canada. 2010
• The Psychology of Mass-Interpersonal Behavioural Change Websites. Medicine 2.0. Toronto, Canada. 2009
• Communication-Based Influence Components Model. Persuasive 09. University of Claremont. USA. 2009
• Selling e-Campaign Behaviours like e-Commerce Products. World Social Marketing Conference. National Social Marketing Centre. Brighton, UK. 2008
• Website Credibility, Active Trust and Behavioural Intent. Persuasive 08. University of Oulu. Finland. 2008
• A Social Marketing Website You Can Trust. National Social Marketing Conference. National Social Marketing Centre. Oxford, UK. 2007
• Can Brotherhood be Sold Like Soap…Online?. Persuasive 07. Stanford University. USA. 2007
• Online Social Marketing: Investigating Online Interaction and Offline Behavioural Change. Communication Technologies of Empowerment. University of Leeds. UK, 2007
• The Digital Pulse of an International Anti-Poverty Campaign. Information, Communication & Society 10th Anniversary International Symposium. York University, UK. 2006
• Methodology and Findings from a Review of Campaign Websites. Quantitative Methods for Internet Research. University of Wales. Aberystwyth, UK. 2006

Multi-Media Projects

• Numerous websites and online marketing campaigns for various organizations. 1997-present
• TV commercial featuring UN Secretary General Kofi Annan (Aired on CNN, CNBC, ABC and many other TV networks). UN Volunteers. Aug 2001
• Music album titled “Songs celebrating volunteerism” (Played on radio stations in over 15 countries). UN Volunteers. July 2001
• Two CD ROMs for the International Year of Volunteers. UN Volunteers. 2000-2001

Professional Participation

• Co-founder of Toronto's Evaluation Cafe event. 2011 - present
• Co-founder of Toronto's Social Media Cafe event. 2011 - present
• Scientific Programme Committee for the Persuasive 2012 conference, Sweden. 2012
• Academic Advisory Committee for the Persuasive 2011 conference. USA. 2010 - 2011
• Peer review for the Journal of Medical Internet Research. 2009 - Present
• Expert Review Committee member for the Heart and Stroke Foundation's online Healthy Weight Action Plan. Canada. 2010
• Expert advisor on social media guidelines for the World Anti-Doping Agency. EdComs. 2010
• Editorial Board for the Hawaii International Conference on System Sciences. 2010
• Member of the Canadian Evaluation Society. 2010
• Editorial Board at the Persuasive 08 Conference. University of Oulu. Finland. 2008
• National Occupational Standards for Social Marketing. Marketing and Sales Standards Setting Body. UK. 2008

Personal information

• Nationality: Canadian
• Date of birth: 27 November 1969
• Languages: English and intermediate Spanish
• Hobbies: Travelling, reading, martial arts (karate at present), playing various musical instruments, composing songs and various technology/analytical diversions