Think Responsibly

Back in the day, businesses were only concerned with one thing: profit. In recent years, these same businesses have realized both the benefit to their company and their community when they get involved. Sponsorships, food and donation drives and fun runs are all great examples of such opportunities, and we would never discourage taking that approach.

But, with the advent of the social media craze and the wide-spread acceptance and support of altruistic endeavors, helping out is suddenly one of the best ways to showcase your creativity and make a significant difference. Some really amazing concepts led by large and small organizations across the nation exemplify this new mentality, and while they’re all unique in their own right, they also share a common strategy which has made them so successful.

Chipotle wants your junk
Premise: As part of Chipotle’s “Food with Integrity” campaign, they are claiming there’s no junk in their food. They also believe there shouldn’t be junk in school food, and they’re asking customers to get rid of their junk as well… that is, junk mail. Participants can forward their junk mail to nojunk@chipotlejunk.com, and for every 100,000 emails received, they’ll donate $10,000 to The Lunch Box, a NPO with an aligned cause.
Consumer feel-good factor: Consumers get to help the cause in an active, non-monetary way (you’ll notice this is incredibly important in increasing participation). They can feel like they’re contributing to the greater good without busting their budget or taking a lot of time.
Consumer me-me factor: Clean email boxes make this cause a quadruple win for Chipotle, The Lunch Box, kids’ health AND the folks at home who want to increase the size of their “special parts” and get cheap drugs from China.
Easy factor: You can do this without thinking or getting out of your chair, and that means you might actually peel your eyes away from “work.”
New and exciting factor: We’ve never seen this clever concept, and we bet you haven’t either. Donating junk mail? It’s genius.

Pepsi Refresh Project
Premise: This on-going, monthly project allows participants to submit their ideas (they take 1,000/month) for making the world a better place, and then anyone can go to their website and vote. There are several categories – health, arts & culture, neighborhoods, etc. – and different grant sizes depending on the idea-givers’ resources. Winners receive grants ranging from $5K-$25K.
Consumer feel-good factor: Tons of people have ideas about the types of changes they want to make… if only they had the money. Now there’s a chance! And for the people who don’t want to take all that on, hey, just vote! Again, active participation in a non-monetary way.
Consumer me-me factor: Non-profits, schools, businesses and regular people have their names attached to the idea, and anyone that visits the website will see… aka free publicity on a pretty big platform. And of course, if they win, they get to start their own project!
Easy factor: Submitting an idea and voting takes seconds. Literally, seconds.
New and exciting factor: Each month the game changes, and every day new votes are counted. Plus, the concept is just pure good.

Shade of Hope
Premise: This one’s local. The dynamic duo of the Houston Furniture Bank and Blinds.com is hosting a community arts fair to raise money, awareness and support for The Furniture Bank, an organization that turns houses into homes for the less-fortunate.
Consumer feel-good factor: Being at the event shows your support for the community, The Furniture Bank and the local art scene.
Consumer me-me factor: Participants get to hang out, view amazing art and listen to live music. FOR FREE.
Easy factor: Show up. All you have to do is show up.
New and exciting factor: First of all, we didn’t even know furniture banks existed, so that’s super cool. Secondly, it’s an EVENT. Filling up our calendars with hip, artsy stuff is always exciting. And, if you check out their website you’ll see there are some pretty interesting activities happening that day (artists are painting shades!)

Naturally, Black Sheep is a big fan of these creative causes. Heck, we’ve even had some success with our own. Keep in mind the factors we mentioned (feel-good, me-me, easy and new and exciting), and you too could be on your way to generating a positive impact… and showing off your innovative excellence too!

Twitter, je t’aime

You know how you’re totally addicted to social media? And how we always say it’s essential to a marketing plan because of the connections you can make with your customers on an emotional level? Now, thanks to this really fascinating article in Fast Company it all makes sense.

This article discusses the correlation between levels of oxytocin (affectionately referred to as the “cuddle hormone”) in your bloodstream, its effects on your emotions and why, as a result we can’t get enough.

Allow us to nerd out for a minute. Oxytocin is responsible for love, trust and empathy, and for the longest time, scientists thought it was primarily responsible for the reason mothers bond immediately with their babies. Now, thanks to some hefty research involving voles (basically fancy rodents), we know that oxytocin affects little receptors in our brain that give us that warm, fuzzy feeling and long-term attachment… you know, love. Furthermore, we know that this feeling is totally addictive (yes, Robert Palmer was right). The parts of the brain affected by love and this hormone are not the same as other emotions like anger, jealousy or even friendship. In reality, your response to oxytocin is more like your response to COCAINE.

Kind of cute, aren't they?

So that’s fine and good, but what Dr. Zak from the Fast Company article has discovered (albeit he needs a little more statistical evidence), is that oxytocin can do more than just make us fall head over heels. After giving a group of college students oxytocin or a placebo and then asking them to watch various PSAs, those that received the hormone were nearly 50% more likely to donate to the charity. It stands to reason– with elevated levels we are more inclined to trust and empathize.

But here’s the kicker. In another test, a before and after blood test of someone conversing on Twitter for 10 minutes showed an elevation of oxytocin levels rise as much as 13%! This is comparable to a similar test of a couple on their wedding day. Again, we need more conclusive research, but IF this turns out to be commonplace, its implications could be huge, essentially suggesting that companies interacting with people on social media are not only connecting on a higher level, but connecting at the moment when trust and empathy are at their peak.

Earlier in June a New York Times article documented a family whose addiction to technology was indicative of a much larger trend in our society - the need to be tuned-in, available and communicating as much as possible, sometimes to the detriment of our mental state. To us, it seems like this can further be explained by Dr. Zak’s findings and the addictive nature of oxytocin and consequently social media. Who among us hasn’t been a little distracted at the onset of a new relationship? When love takes over, we do crazy things, and just think – social media might have the same degree of influence.

So to everyone who questions the quality of social media relationships and worries about the decline of communication and real conversation, take note. These platforms could be even more powerful than we think, and the opportunities for capitalizing on this huge forum are endless. And, props to the voles (switch the letters and it spells “loves”!) for taking one for the team… you know we can’t support animal testing, even if it is for the sake of marketing.

Tweet Your Heart Out

At Black Sheep, we’re strong believers in the power of the Tweet. Some of our clients have told us they have been advised otherwise – that they don’t belong on Twitter and should stay away. And we couldn’t disagree more.

You’ve got something to say, right?

You provide a service or product to people, right?

You’re a badass at what you do, right?

The thing is, Twitter isn’t just for 12-year-olds and movie stars. It’s for everyone! It’s an equal-opportunity outlet for you to get your message to lots and lots of people. Why turn that down? It’s free! AND it gives you the chance to position yourself as an interesting, experienced and informed representative for your business. And who knows – you may learn something in return!

The social media gurus at Black Sheep have put together a few tips for effective Tweeting so you can get the most out of you 140-character message.

Be a know-it-all. You know a lot about stuff, so let everyone know. Offer tips and advice, links to articles you've found helpful and references to new and exciting innovations in your field. Be sure to answer questions and open a dialogue. In no time, you’ll be the go-to resource for hamsters, dryer lint, 1983 television shows… or whatever it is you know so much about.

Deal or no deal? Deal. Offer your followers an incentive for paying attention. Give them discounts, special promotional opportunities or insider information that will give them a reason to keep their looking balls peeled and their attention on you. Just don’t over-do it… you don’t want to give it all away at once (thanks, mom) and you don’t want to become a spammer.

Tickle their funny bone. You don’t want to be a robot behind a computer. Nobody likes a robot. Have a little personality and showcase it in your Tweets. It’ll keep things interesting and allow you to connect to your followers.

It takes one to know one. You can’t just start Tweeting and expect the masses to come running. Find other people who interest you – people talking about your favorite topics, your friends and people who might be in need of your help – and start following them. Odds are they’ll return the favor.

See? It’s so easy a 12-year-old can do it. So get started today. Got more questions? Still not sure what to do? Contact us or attend our Twitter training session next month, and we’d be happy to answer any questions.