Facebook recently introduced a new feature whereby it allows users to share links to articles, blog posts and other web content under the title of “sponsored stories”. While this seems like a way for many companies to try to syndicate and socially share its content, the authenticity of voice seems very contrived when the stories being promoted are about new innovations in home roofing. There lies a tremendous opportunity for Non Profits and Charities to utilize this feature however. Non profits and charities have a unique ability to use social media to share their voice.

Due to the very nature of the work that they they do, Non Profits inevitably have tremendous stories to share but often not enough avenues or channels in which to find a wide enough audience that those stories have impact. There have been no shortage of social media success stories for Non Profits so I want to focus on how I think that Facebook’s Sponsored Stories can specifically be used.

Simply having a good blog post that is promoted via Facebook and utilizing Sponsored Stories is a start, but to fully get the most out of a true social campaign I think that Non Profits would do well to pick a few stories that fall under the same campaign and build a nice microsite with stories, video and where community can be formed so that people can track their dollars at work. Taking the time to invest in a truly integrated social media, email and traditional media campaign will benefit each of these channels individually and of course the campaign overall.

Sponsored Stories will have the most impact if you give people more than a simple blog post to share. That blog post (or article) should be part of a larger well weaved campaign that allowed you to give people the opportunity to not only share the single story but land on a site that had a single campaign theme with multiple stories using mixed media (don’t just use text, get video and photo essays in the mix) that they could easily share and continue the social efforts on your behalf.

By giving people a variety of stories/personas to learn about on your microsite you will increase the chance that one or more resonates with the visitor and that you will gain more social traction as well as campaign dollars.

I highly advise Non Profits to take advantage of this new marketing option (learn more about  the options) from Facebook, however to achieve the largest and most eerily tracked results first invest in building out multiple stories to share via a mixed media microsite.

Are you a Non Profit using Sponsored Stories? What about other businesses, how will you use this new marketing option?

Your comments and Tweets are always appreciated.

Image from http://www.facebook.com/weday

I’ve got to admit that I am really impressed with the way that Starbucks has been able to utilize the “halo effect” of the American Presidential election and specifically the renewal of promise brought by now President Barack Obama in a way that is not gimicky or based on novelty. Starbucks has effectively been able to bring a network of its customers together through a combination of online/offline marketing efforts like the I Voted or now Pledge 5 programs. At the same time the company has built much brand equity by discretely attaching themselves to all that Americans (and the rest of the world) have come to hope for in Barack Obama.

While it is obviously the execution of any marketing program that makes it worth doing, with these two campaigns Starbucks has been able to utilize the halo effect from Obama as the reason to call its consumers to action and in doing so has been able to use the Internet to connect the brand to its consumers and consumers to other consumers through their ideas, ideals and sacrifices.

Americans are fiercly patriotic and during the Internet Era never before have they been so encapsulated with a President or even the idea of the Presidency. It is easy to capitalize on this with novelty items, even some big companies that are terrific marketers like Ben & Jerry’s, Kripy Kreme and Jones Soda have gone that route. However it is much more difficult to craft a smart campaign that is not built on novelty but is built on the actual marketing principles of wanting to connect the brand and consumer with mutually shared ideas, ideals and experiences. Starbucks has found a way to get in the side-car next to the momentum train called the Obama Campaign and eventual Presidency with two separate yet connected campaigns that never directly reference Obama but absolutely grasp onto the emotions that his Presidency evokes in Americans. While this could have come across as a cheesy way for a big corporation to pretend they care I don’t think it has that connotation at all and kudos to the marketing teams who worked on these campaigns for that.

I think that the lesson for me is that if you find a way to connect with your customers over a subject that you are mutually passionate about (and is not controversial) it can be a tremendous way to engage them and show them that your brand’s support for their passion is genuine and not simply a marketing gimmick.

You can check out the latest Pledge 5 ad below, I would love your comments and thoughts.

In fact, I actually think that in the economic times we are facing companies that can be creative with the whole idea of “swag” – taking it from pointless gimmicks to something that actually promotes your brand – can be huge winners. If you feel the need to hand out branded items why not be creative and at the same time do some good? My idea for you is very easy to implement, actually captures leads for you (something your hoodie sweatshirt isn’t doing) and at the same time is a way to give the same $ you are spending to a worthwhile cause.

Changing The Game – Be Charitable & Do More Business

Instead of whatever crappy gift you were going to get branded – let’s take a budget of $15 per item – get some really funky business cards (check out some creative ones here or here) or some other wallet size item and have it custom printed with some info about a charity of your choice and a URL to visit. Give the card holder notice that by visiting the URL (set a custom URL like www.yourcompany.com/charity so people know this is specific to the fed you gave them) and upon submitting their contact info (or whatever you seem necessary) you will donate $2 to the charity referenced on the card. Give each card a unique code to ensure it is entered only once and be sure to put up one of those fancy charity thermometers showing just how much money has been raised to date. You may also want to be generous and start off your fund with an initial donation which will have the bonus of people assuming many before them have participated.

The total cost to you of a promtion like this is actually probably lower than any other swag and you accomplish the business goal of gathering leads and building your business. Although it might be cool to think of thousands of people waking around in your branded gear, in reality it is not going to happen. Spend your money on something that will actually grow your business and at the same time will prove you have a staunchly business mind but a generous human heart.

Oh ya and if you really “must” have someone showoff your branded gear you may as well check out girlinyourshirt – at least that way you get the satisfaction of knowing your t-shirt gets some love (heck I’d love your shirt for $75 too).