I've been meaning to write something here about social marketing and cause marketing (though related, they're really different animals). Then I remembered -- smacking my forehead as in the old V-8 ads -- that I wrote a fair bit on this subject in Gonzo Marketing. As it's now one of those Search Inside jobs on Amazon.com, you can pretty much read the whole chapter -- or at least the salient pages -- using the links below. The scanning leaves something to be desired, as many of the pages are skewed, but I think this should work. I hope it will work. Like so much else on Net² at the moment, it's an experiment. Let me know if you have trouble with any of this...
Marnie tells me that one of her takeaways from last week's Web 2.0 conference was the definition of Web 2.0 software or sites or applications as tools that become more valuable the more people use them. If so there may be a natural congruence between the community/nonprofit sector and the Web 2.0 software world: nonprofits have a lot of experience with how to nurture communities, and in many cases have established the scale and breadth of relationships that could provide an instant user base for a Web 2.0 tool or community.
Back from my visit to CompuMentor and the Web 2.0 conference, I have now almost recovered from the overload of meeting or re-meeting so many excellent people doing so many excellent things. For instance, I bumped into Stewart Butterfield, co-founder of Flickr, and he joined Marnie Webb and I at the big noisy Web 2.0 dinner on Wednesday night. When he pointed his camera phone at me, I made the usual stupid face. The caption refers to my review of the food.
(splash) - well at least the waters not too cold :-)
While packing for this journey I posted a few reservations about bloging in the TechSoup Town Hall (kind of an insurance policy in case I find the water a bit too deep). I tried to put a link here to the TechSoup post but this blog doesn't want to accept standard html tags (? - first lesson when travelling I guess... learn the road rules!)
Marnie kindly moved the post to a new discussion thread - no replies yet but looking forward to reading other people's views and hopefully generating a worthwhile discussion.
"Net² is an invitation into the marvelous, messy world of the Internet as a participatory, interactive community: a community created by its users....We don't know exactly what the Net² communitywill look like, or how it will change the face of the non-profit web. What we do know is that both the online and offline work of every non-profit can be enhanced by a dynamic online community in which organizations and users support one another. And we know that the creativity and commitment of the non-profit world is crucial to achieving the creative and community potential of the Internet itself."
As I sit here participating in Web 2.0 via the blogs of everyone lucky enough to be there physically, a colleague from One Economy sent along a real-time example of the web's potential -- One Economy & Cisco's Katrina Help Center:
One Economy is a national nonprofit organization, with a San Jose office, that uses technology as a tool to augment and enhance existing systems and community development activities to better support the needs and potential of low-income people. Our belief is that through innovative uses of the Internet and by partnering with local nonprofit organizations who are already serving low-income people, we can break through the barriers caused by the social and economic isolation of poverty.
I came across this term a couple nights ago. At first, I was certain it was a typo. But oh dear, was my face ever red when I checked Google and found that it reports "about 111,000 English pages for glocalization." Clearly, I need to brush up on my buzzwords!
Jargon aside, I guess this is a useful term of art -- if the art part means using global means to achieve local ends. I'm guessing at the definition, but I'm also guessing that a neologism like this has multiple definitions at this point, so I'm throwing mine into the ring. If my take is even close to what others mean (I'll do the fact checking later), then the following is an interesting example of "glocalization." If not, oh well... I'll have to take my chances of you suing me for making a mistake -- but you'd have to wait in a very long line.