Five tectonic technology shifts changing our world, our work and our potential is the name of a speech I gave a couple of weeks ago for the Bank of America Neighborhood Builders Leadership Program. Here are the first three trends and their takeaways.
1. The messenger shift
The idea: Technology has enabled people’s most trusted sources - those they perceive to be their peers - to become the most influential and amplified messengers in their lives. We are no longer the messengers in chief of our corporate causes.
The takeaway: Your brand is not your most effective messenger, so use technology to amplify other voices. You want at least three kinds of messengers:
- People on the front lines of your work (employees, consumers, clients) who can speak authentically about your corporate cause campaign
- Fans who will champion your work within their circles of influence
- People with credibility and authority who can attest to the quality of you and your work (ratings agencies, thought leaders who offer endorsement)
2. The social action shift
The idea: Technology has made it easy for people to take small, easy actions in support of a cause. This has been dubbed slacktivism by some, which sounds dismissive. But so-called slacktivists often have large circles of influence and are more likely to spread the word about your cause campaign and, down the road, support your company.
The takeaway: Don’t write off slacktivists.
- Enable and celebrate slacktivism through technology
- Lower the bar for engagement especially on social media
- Use the social proof of those collective actions to get momentum behind your cause
- Build off the baby steps of slacktivists by cultivating them specifically and encouraging more action over time
3. The message shift
The idea: The wealth of information and insights we have about people online is driving an increasing expectation of personalization of our outreach - and participation in our messages and cause. We want to speak to our supporters based on their interests - without crossing the spooky line.
The takeaway: One message for everyone isn’t enough.
- Mine your data
- Segment your supporters
- Relate your cause to their values
- Use technology to put the consumer at the center of your story
Stay tuned for the other 2 trends and takeaways! In the meantime, sign up for our tips on employee engagement and cause marketing.