The domestic abuse prevention agency generates highest number of votes during 13 days of voting/tweeting
MINNEAPOLIS – Nonprofit agency Cornerstone has won pro bono marketing support from Minneapolis advertising agency Campbell Mithun and its Lucky 13 summer interns as the winner of the “13 Tweets / 13 Causes” campaign. The domestic abuse prevention agency was one of 13 nonprofit organizations who competed for thousands of votes logged during 13 days between the dates of February 13-25, 2012. Campbell Mithun conducted the program in partnership with Greater Twin Cities United Way.
“We are absolutely thrilled and honored to have won,” said Susan Neis, executive director of Cornerstone. “This is such an exciting opportunity. Thank you to everyone who voted for us."
Cornerstone won what was a very close social-media vote. For much of the 13-day period, Volunteers of America held the #1 spot; in final days of voting, top-spot honors flipped between the two agencies with Cornerstone retaining the top position at vote close. In a review of the data, Campbell Mithun confirmed Cornerstone as the winner.
“We’d like to congratulate Cornerstone and look forward to working with them this summer to support the prevention of domestic violence,” said Steve Wehrenberg, CEO of Campbell Mithun. “In addition, each of these 13 organizations deserves credit for their efforts in this campaign on top of the work they do every day to make a real difference in our community.”
“What a great process this has been for Greater Twin Cities United Way and each of the 13 participating agencies,” said Kathy Hollenhorst, vice president of marketing, Greater Twin Cities United Way. “During the 13 days of voting we have been proudly cheering from the sidelines as we’ve watched the nonprofit agencies generate awareness and support. We were pleased to support Campbell Mithun in this highly innovative program, and we congratulate Cornerstone on a well-deserved win.”
The nonprofit organizations used social media tools to spread the word about the program, using #L13Cause on Twitter and posting updates about the election in other social-media channels. Votes were submitted/authenticated via four social-media logins: Facebook, Google, Twitter and LinkedIn.
Rank of Top Five #L13Cause Nonprofits by Vote
The following nonprofits also participated in the program, rounding out the group of 13 participants (alpha order): Domestic Abuse Project, Emergency Foodshelf Network, Genesis II for Families, Immigrant Law Center of MN, Keystone Community Services, Minneapolis Public Schools, Pillsbury United Communities and Twin Cities Rise.
During the 13-day voting window, the #L13Cause hashtag received hundreds of mentions on twitter and sparked lively conversations between the nonprofit “competitors” as well as among the Lucky 13 intern applicants tweeting in their “application tweets.”
Campbell Mithun announced in January 2012 that it would hire its 2012 Lucky 13 summer interns based on a job application of 13 tweets, and that 13 non-profit Greater Twin Cities United Way agency partners would compete via social-media vote to become the pro bono summer project tackled by the interns. The 13 days of tweeting and voting was documented in real time on the agency’s Lucky 13 website and took place February 13 – 25, 2012. Campbell Mithun’s Lucky 13 Internship is a 10-week paid summer internship for students who have just completed their junior or senior year of college.
Greater Twin Cities United Way addresses our community’s most critical issues by focusing on three key areas: Basic Needs, Education and Health. The organization attacks poverty on multiple, interconnected fronts to achieve lasting change – through 10 measurable goals – by collaborating with business, government and nonprofit organizations to create solutions and carry out our call to action to LIVE UNITED by encouraging everyone to Give. Advocate. Volunteer. United Way serves people living in or near poverty in nine counties: Anoka, Carver, Chisago, Dakota, Hennepin, Isanti, Ramsey, Scott and western Washington. Join the movement. LIVE UNITED. For more information visit www.unitedwaytwincities.org or call (612) 340-7400.
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” The agency develops annual pro bono work for the Greater Twin Cities United Way, and CEO Steve Wehrenberg serves on its board of directors. For 78 years, Campbell Mithun has thrived, guided by Ray Mithun’s founding philosophy: make “Everything Talk” for client brands. www.cmithun.com
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"3D University, Minnesota Film Board promote a whole new world"
"Are co-ops the way of the future"
"Job interviewing, to the extreme"
"The Sharing Economy: Could It Be The Next Big Thing?"
First, consider the two graphics that appear in the content carousel at the top of the page: The pie chart is easy. But did you check out the treemap? I’ve been a big fan of these since seeing a fantastic visualization of the World Debt Crisis done by David McCandless: The video version is insightful, perhaps shocking, and well worth checking out! Treemaps are a great way of comparing scale and providing context when exploring data.
Our treemap analyzes the content and sentiment of tweets sent by our #L13 applicants. We can quickly see from our visualization that a surprising number of our tweets are replies, and that the main tweets themselves are links (i.e. the jury’s out!), or happy, funny, and informative. Some applicants, it seems, are tweeting lonely and sad tweets (hmm; people, this is supposed to be a happy process!). We’ll be updating the treemap daily.
Now, about the large visualization tool in the middle of the page:
We don’t really have a name for it yet. (Suggestions are welcome!) It’s a fantastic way to compare hundreds of datapoints with multiple features, and an effective way for applicants (when logged in) to compare some of their twitter metrics to the pack. Each of the rings of the circle represents a different metric (e.g. # friends, Klout score, etc.) and also shows the scale from high (thick bar) to low (thin bar). Clicking on the person with the highest Klout score, for example, shows the inclusion of few links and (perhaps) surprisingly few friends and followers, given the influence rank. There are many tweets however. (Thanks to the creators of d3.js for this great template.)
We invite your comments and tweets about the #L13 data. As Alan Partridge would say, let’s keep the chat going.
-- Giles Martin, director of analytics and marketing accountability; Duke of Metrics
Consumers report “weirdest items shared”: socks (36%), toothbrush (19%), underwear (15%), mate (8%)
MINNEAPOLIS – The Sharing Economy movement has gone mainstream. According to a national consumer study, not only did a 60 percent of overall respondents find the concept of sharing appealing, but a full 71 percent of those who have used shareable products expect to continue.
The data confirms both the health of the trend and the need for marketers to acknowledge related shifts in the marketing landscape. Minneapolis ad agency Campbell Mithun commissioned the study and partnered with Carbonview Research to quantify consumer response to the sharing concept nationwide.
“This trend is no longer emerging, it’s here,” says Lynn Franz, Campbell Mithun’s director of strategic planning. “And the marketplace should accommodate a consumer wanting nimble access to things instead of outright ownership of them. That drastically changes the go-to-market strategy.”
The national quantitative survey gathered opinions from nearly 400 consumers about the Sharing Economy. Also called collaborative consumption, the trend is characterized by the sharing of expertise, goods and services in new and innovative ways, often powered by the social web.
The agency hosted a live-streamed interactive conversation to discuss the survey results with marketers on Wednesday, Feb 8, from 1-2 pm (CT). Event details: www.cmithun.com/talkinar
“Sharing appeal” by generation: GenX surprise
In a measure of general appeal, opinions of GenXers and Millennials aligned: 62 percent of both groups found sharing appealing. But surprisingly, more GenXers than Millennials found the concept “very appealing” (31 vs 24 percent) – a statistically significant difference.
“GenXers are in the thick of the giving years,” said Franz. “With obligations to kids and mortgages, this stretched, practical group is saying the concept aligns with their needs.”
Boomers, as expected, had the fewest respondents finding the concept “appealing” (53 percent) or “very appealing” (15 percent).
Perceived “benefits” of sharing: a personalized value
Respondents ranked lists of both rational and emotional benefits of participating in the Sharing Economy. No surprise: “saving money” topped the rational benefits list. But this show-me-the-money response becomes significant when considered alongside the top reported emotional benefit: “generosity to myself and others.”
“Consumers want to own less but gain more,” Franz continued. “The perceived rational benefits all center on reduction and practicality, but the emotional ones deliver affirmation and belonging. So the marketer’s brand must deliver value with meaning, which becomes personal depending on the consumer.”
Barriers to sharing: it’s all about Trust
Issues of trust shaped two thirds (67 percent) of consumers’ perceived fears about participating in the sharing economy. Biggest barrier: concern that a lent item would be lost/stolen (30 percent), followed by worries about trusting the network (23 percent) and privacy concerns (14 percent).
Fears also addressed issues of value and quality, articulated as concerns about “sharing not being worth the effort” (12 percent), “goods/services being of poor quality” (12 percent) and “other factors” (9 percent).
New success metrics for marketers
The new sharing dynamic requires measurement tools that define ROI beyond typical bottom-line and market-share metrics. To help marketers explore the new performance factors, Campbell Mithun developed a set of “Sharing Economy Brand Success Metrics” considering the interactivity of the following factors: brand associations, network affiliations and user experience. A downloadable version of the metrics chart is available on www.cmithun.com/talkinar after 2 pm CT on Wednesday, Feb 8.
“Success in the sharing economy prioritizes the health and trust of the sharing network,” said Franz. “When a brand offers real value to a consumer committed to the notion of sharing, that consumer will share not only his or her influence and endorsement, but a committed stake in seeing that brand succeed.”
About the national sharing economy study
Carbonview Research conducted the survey for Campbell Mithun in January 2012 via online interviews with a sample size of 383 participants nationwide.