Groupon’s Philanthropic Initiative

Many charities have realized the value of social media in their potential for constructing relationships with investors and the general public. Social media mediums provide effective opportunities for campaigning through raising awareness of causes, engaging support and lobbying for positive change. One of the most necessary factors for creating change is funding, and social media is an effective way to raise the fiscal means needed for charities. People become committed to fundraisers if they find themselves emotionally connected, and social media gives the chance to communicate with supporters to construct an emotional bond.

Groupon, a popular online group-discount site, features deals for local and national companies daily. Since their launch in November of 2008, Groupon has become the largest group-buying and daily-deal website with over 41 million active customers. However, the company doesn’t solely offer deals on popular activities and restaurants. Groupon has ventured into the realm of social change with its various philanthropic campaigns.

Groupon’s first program intended to create a positive impact on the world was titled G-Team. The program was founded after combining the two factors that originally created the site: group action and the online fundraising platform called The Point. Utilizing G-Team, Groupon followers could create fundraisers and campaigns using the site’s crowd sourcing model. One successful charitable fundraising campaign by G-Team raised $1000 for a local bike cooperative to fix 100 broken bikes that were donated to disadvantaged youths. Employing the idea that a social media site’s popularity can help raise more money for nonprofits, G-Team encouraged Groupon users to donate money to aid selected charities. The G-Team project was a success, so on Earth Day 2012 G-Team relaunched as Groupon Grassroots.

Groupon Grassroots is the nonprofit section of Groupon described as “a new way to discover local causes, rally together, and lend a helping hand.” Grassroots operates with three main principles: helping people find a cause, advancing collective action through an online community, and supporting local projects and initiatives. Summarizing these principles, the Grassroots Mission statement says that “Groupon Grassroots activates citizenship and fosters neighborhood advancement through the world’s commerce operating system.” They do so by showcasing a variety of community projects people can support, utilizing collective action to power the campaign they feature by connecting supporters to accomplish goals, and offering the ability to support projects that will directly affect personal communities. Local nonprofits are encouraged to apply online with specific projects or campaigns which Groupon Grassroots then goes through to create effective campaigns.

Some of their featured campaigns include:

• May 2010’s fundraiser teaming up with DonorsChoose.org. By becoming Groupon’s featured daily deal, DonorsChoose.org garnered close to 1,500 donations. This raised over $162,000 dollars in support of classrooms in need.

• Pepsi matched up to $250,000 in donations for Feeding America, a network of food banks and distribution agencies that provide nutritious meals to Americans struggling with hunger. This campaign helped the organization provide 11,897 families of four with two weeks worth of food.

• Chiquita Banana matched up to $25,000 in donations for The Cure Starts Now, an organization that supports efforts to find a cure for pediatric brain cancer through expansive fundraising and awareness efforts alongside providing services for those who have the condition. The foundation gave Monkey in My Chair kits to 731 pediatric cancer patients as a result.

• The Chicago Community Trust matched all donations for The Chicago Community Trust’s Unity Challenge 2011, a campaign launched in December 2008 that has helped to deliver more than 3.4 million pounds of food to needy families in Chicago. The two-day Groupon offer brought in $2,340 from 180 donors for the Chicago Community Trust’s efforts to combat hunger, and those donations were watched by the trust to grant $4,860 to the Northern Illinois Food Bank.

I personally participated in Groupon’s Big Dogs Huge Paws offer by donating $10 to Big Dogs Huge Paws, an organization that provides food for dogs living in foster homes as they prepare for adoption. Since the Grassroots campaign raised $440, the organization provided 10 giant-breed dogs in foster care with food for one month and another dog with food for a month.

The incredible reach of social media in regards to positive change can effectively be seen through Groupon’s philanthropic campaigns. In total, 674 campaigns since Groupon’s launch of G-Team in July 2010 have raised more than $3-million from about 100,000 supporters. Overall, Groupon campaigns have the ability to connect followers with enough people to accomplish goals that would seem insurmountable alone.

 

Further Reading:

“Group Buying for Social Good: 7 Sites Using Daily Deals to Give Back” by Frank Barry

“Groupon IPO to Value Deal Site at $15 Billion The Hottest Start-Up Around Started as a Do-Gooding Site” by Alex Goldmark

 

Crowd Sourced Funding Made Possible Through Social Media Platforms

Many of our posts here on the Social Media Networking blog have been about the many established businesses and organizations utilizing social media platforms to enhance their relationship with consumers and optimize internal communications among employees.  This post will be slightly different, focusing on the opportunity that social media can provide as a platform for crowd sourced funding.

The advent of social networking has far exceeded the basic posting, messaging, or file sharing. Crowd sourced funding websites provide a platform where individual users can raise funds to realize their vision of innovation. Entrepreneurs, philanthropists, and creators alike all flock to pitch their project to online investors via the web.

Some websites serve to raise charitable funds for both informal and well organized causes. Razoo is a platform for officially recognized nonprofit organizations to raise money. Individual users can donate as well as organize fundraisers for their favorite charities.  Kiva, on the other hand, functions slightly differently. This non-profit organization serves to connect global lenders and borrowers in an effort to alleviate poverty. Lenders can loan as little as $25 to borrowers from around the world providing “fair access to affordable capital to improve their own lives.”

Indiegogo is unique in that it allows users to raise money for anything and everything. The site is one of the leading platforms for international crowdfunding platforms. It originated within the independent film industry and grew from the belief that “anyone, anywhere who is passionate and works hard should be able to raise money.”

Websites like Kickstarter and Pozible allow users to demonstrate their ideas in detail to investors by sharing their concept’s story and uploading photos and videos. This also enables small individual investors to have access to the same early stage opportunity to invest early on in the life of an idea or start-up.  My cousin and his wife have used Kickstarter to fund multiple ventures in graphic design. Most recently their campaign to fund Urban Punk, a line of unique apparel, playing cards, and other gifts, has raised over $17,000 and has some 615 backers and counting!

Other platforms are geared toward a more specified field. Rock the Post is a site that promises well vetted investments and targets more serious investors by upholding a minimum investment of $1,000 :

FundaGeek provides a place for those with a technical innovation and research to pitch ideas and find financial backers willing to pledge support. On Petridish.org, renowned and often times famous scientists and researchers are hand selected to showcase their projects that need funding. This unique opportunity allows the public to make possible important discoveries and research. In turn supporters get exclusive access to new findings, acknowledgement in publications, field souvenirs, and other unparalleled opportunities.

Original Visual Aid Created by Meghan McCrory using Wordle

 

All of these   platforms empower independent individuals to create and innovate by making these projects accessible to small time investors. In an age of big business and corporate agendas, these crowdfunding sites give individuals the power to see their own visions realized on their own terms.

Can Twitter Be Used Effectively for Business?

Social media has brought rapid change to the business industry due to the massive interaction of consumers with these sites. The widespread utilization of social media networks by billions has created a highly effective platform for business owners to market their businesses. Through social networks, companies can increase product and brand awareness, web traffic, customer loyalty, and the overall success of new product launches. In particular, Twitter provides an efficacious platform for businesses to utilize in global marketing and communication.

 

In March of 2006, Twitter was founded by Jack Dorsey and launched a few months later. With an estimated 500 million people utilizing the highly popular social media network, over 58 million microblogging “tweets” are sent per day. Marketing on social network sites offers the opportunity for awareness of businesses by advancing ones products and brand. By creating a group or organizing a promotion on social networking sites, the members of the sites are reminded of the brand and website with continuous interaction. By participating in Twitter, companies can present and develop the kind of image that attracts potential customers, and refine their specific brand. Since people follow who they desire on Twitter and thus discern what information they wish to receive, the messages and information from companies are positively received. In fact, an independent research study done by the Chadwick Martin Bailey Consumer Pulse found that 75% of consumers have never “un-followed” a brand on Twitter.

 

One of the main goals of businesses is to attract consumers, and social media offers the opportunity to do so. Postings on social networking sites often contain web links, and if a company is mentioned with a link included, they can drive traffic to business web sites. This can cause brand awareness. Specifically, this can be offered through Twitter by posting links that help people learn about one’s business and increase click through rates.

 

Increasing customer loyalty can be seen as one of the main goals of a company. Social networks offer the opportunity for growth in this area due to the means by which promotion of the company as a whole is handled. When a company provides consistent participation through social media networks and provides useful information while keeping a personal interaction with consumers, a business ultimately expels a better image as a whole. Twitter provides a great means for this to occur due to the engagement it presents with customers. Posting specified content about products along with services and offering the chance to learn about customers by means of what they like and dislike about the company, what they feel about the brand, how there is room for improvement, and other data all benefit companies. This personalized interaction facilitates customer loyalty, and ultimately leads to higher rates of success. The Chadwick Martin Bailey Consumer Pulse research study states that 50% of brand followers are more likely to buy from a brand after following it on Twitter.

 

Finally, Twitter offers companies the ability to garner data on what their consumers desire in regards to products and services launches. Due to the fact that people follow what they desire on Twitter, specified information is readily available. After all, 79% of consumers on Twitter follow fewer than 10 brands. Tandem to this, offering customers the ability to convey what they want can increase loyalty and guarantee success. Users share opinions readily and make recommendations on social networking sites, and consumers often seek these opinions when searching what to purchase. 60% of brand followers are more likely to recommend a brand to a friend after following it on Twitter.Overall, Twitter offers a unique opportunity for businesses to engage consumers in connecting with their brand. The interactive content offered by companies on Twitter presents as positive marketing and creates connections which bolster sales and customer loyalty. The emergence of Twitter as an efficient marketing strategy continues to demonstrate its reaching potential as a highly effective business tool.

 

Further Readings

“The Business Impact of Twitter: It’s Come a Long Way [New Data]” by Josh Mendelsohn

“Top 7 Reasons Why Your Small Business Should Use Twitter” by Susan Ward

“Social Network Marketing” by Zeljka Zavisic

Are Social Media Networks Good for Society?

According to socialnetworking.procon.org, 47% of American adults used social networking sites in 2011, a percent that is up by 26% since 2008. These sites included examples such as Facebook, Twitter, LinkedIn, etc.. Statistics such as these just prove that SMNs continue to rise throughout the years as more of the members of society catch on to the craze. As most of you may know, these sites are used as communication portals and not only that, they promote online communities and groups. So the big question remains: Are social networks are a good thing for society? Or rather are they just hindering communication and becoming a huge distraction to individuals?

Yes, I will admit they are extremely addictive and distracting (I know from personal experience over the years), BUT let’s take a look at the bigger picture. SMNs are a place for people to research, express their feelings, share their thoughts, meet new individuals, and reconnect with past friends. These online communities that are created through SMNs “promote increased interaction with family and friends; offer teachers, librarians and students valuable access to educational support and materials; facilitate social and political change; and disseminate useful information rapidly.” Many would argue that SMNs ultimately hurt interactions outside of the online world but social networking.procon.org discusses how social networking sites allow individuals to improve and strengthen their relationships as well as make new friends. The website states that 70% of social networkers use SMNs to connect with friends and family. This is especially important when reaching out to family and friends who are long-distance. Social networks make it easier for individuals to contact people and staying in touch with them is simpler through social networking.

Another pro for why social networks are good for society from social networking.procon.org is that they are good for the economy. Who knew? SMNs create job opportunities and have opened up numerous new industries. Not only that, the industries continue to grow. Socialf5.com reports that, “there was time, when people accessed social networking sites for chatting and personal interaction. But now these platforms are being used for a more serious cause, called business”. They go on to discuss how sites such as Facebook and Twitter have thousands of employees and this just illustrates that SMNs are bringing jobs into what’s considered to be a bad, jobless economy. So maybe SMNs aren’t just boosting productivity in individuals personal lives but also in the economy and job market across the country?

Though there are multiple positive (as well as negative) things about SMNs one last one to focus on is that social networking sites help senior citizens feel more connected to society. SMNs don’t just help the younger generations they also have an impact on the older generation as well. I never thought I’d see the day that gram joined Facebook or Twitter but hey, I guess we shouldn’t hold our breath!  A 2010 Pew Internet & American Life Project study showed that the 74-years of age and older group is the fastest growing demographic on these social media sites. So whoever said SMNs were only for young people spoke too soon. Seniors actually feel better and happier being connected online. SMNs allow the elderly to stay busy, entertained, and they also give them the opportunity to LEARN. You’re never too old to learn and SMNs are fascinating tools that just about anyone can understand. Seniornet.org states that “just because one is retired or out of school doesn’t necessarily mean one wants to stop learning.” For seniors Facebook can offer so many benefits enabling them to, like other individuals, get in touch with old friends. With that, grandma can stay up-to-date on what her grandchildren are doing and see pictures even if she lives across the country.

SMNs in general allow for an enormous amount of benefits, for all ages. Not only that they seem to positively affect society, both economically and in the communication realm. Social media networks are shaping our society faster than expected. It’s humbling to know that they’re not an addictive annoyance all the time and they really do offer great, positives for society.

The sources used in this post, visit them for more information:

[1] http://socialnetworking.procon.org

[2] http://www.socialf5.com/blog/2011/06/social-medias-effect-on-world-economy/

[3] http://seniornet.org/blog/11-reasons-why-seniors-should-care-about-social-media/

Amber Alert Pages

An AMBER Alert is something that many, if not all, Americans have either seen or heard of at some point in his or her lifetime. Established in 1996, broadcasters and police worked together to create the Amber Alert system. This system acts as an early warning system to help find missing children who have been abducted.

In 2010, an AMBER Alert was sent out for Brittany Smith, 12, after police discovered she was missing after the brutal murder of her mother the previous night. After this issue of the alert, the Virginia State Police posted the alert on their Facebook fan page. Within hours, hundreds of people began posting and sharing pictures of Brittany Smith along with information about her suspected kidnapper. With the help of tips and leads from the community, the girl was found in only a few days.

The Virginia State Police Superintendent, Col. W. Steven Flaherty, gives thanks to Facebook for helping the police force find the young girl. Flaherty is sure that the police “wouldn’t of had nearly as many leads to help them in this case had it not been for the sharing of this info among Facebook fans…Social Media certainly enabled law enforcement to reach beyond our borders – to find the endangered child.” Brittany Smith now lives with her father; while her kidnapper is now behind bars for her abduction as well as the murder of her mother, Tina Smith.

As of last December, Facebook has “more than a billion monthly active users,” making it the most used social networking site in the entire world. Facebook is a hub for sharing information between individuals and businesses, but after seeing how effective social media can be for aiding authorities in finding missing children; the National Center for Missing and Exploited Children believes Facebook can be so much more than sharing coupons or pictures of puppies. The organization teamed up with Facebook to create 53 AMBER alert pages. There is a page for each state as well as for Puerto Rice, U.S. Virgin Islands and the District of Columbia where Facebook users can sign up to receive alerts from their respective states which they can then post on their own wall or share on others. The two entities agree that by having users sign up for alerts instead of automatically sending every user alerts, that the AMBER alerts will reach the right people who want to help, while avoiding annoying or upsetting people who would wish to not get the messages. Both the NCMEC and Facebook have high hopes that the AMBER alert pages will help save countless children.

This is a positive example of how Facebook is affecting communities all over the United States and beyond. The social networking site is utilizing their vast and diverse pool of users to help in the search and rescue of innocent children. Not only that, but the site is also being wise by making sure the alerts are being sent out to the right kind of people and ensuring that the people who would regard these posts as a “nuisance” will not receive them. Facebook has made a truly great impact on society by helping create the AMBER alert pages.

Articles relating to this issue:

AMBER Alert on Facebook

AMBERAlert.gov

Facebook, AMBER Alert Joins Forces to Find Missing Children

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Creating A Positive Impact

The vast influence of social media on today’s up and coming world can be seen through various outlets of communication. Most importantly is the reach of social media networks on the millions of people who interact via them daily. Companies have begun to utilize these social media networks for monetary and professional gain, but the real impact of these social media networks can be seen through an examination of the sites themselves.

The electronic dissemination of media facilitated by social media networks such as Twitter has had an effectual result on society as a whole. Digital media has sped the circulation of information faster than ever and has allowed for a greater reach. With this incredible open exchange of information, the opportunity for social change has presented itself through social media. One of the largest organizations involved in social media today, Twitter, has attempted to utilize their circulation of knowledge for social positive efforts with the launch of the Hope140 initiative. Terming their effort’s driving principle as a result from their company’s core desire to making a lasting impact, the Hope140 campaign supports various causes to be a force for good. The three broad causes Twitter currently supports, listed on the front page of the website, include #hope4Japan, International Literacy Day, and Help Haiti Now.

Utilizing Twitter’s platform of microblogging in messages containing 140 characters or less, the social media network seeks to raise money and awareness for various good crusades. The #EndMalaria campaign hosted by the Hope140 initiative featured a TwitPay platform for donations, and even Twitter users participated in World Malaria Day by retweeting and making donations of $10. This led to The Case Foundation matching donations with a $25,000 grant. This effort led by Twitter showcased the social media network’s potential as more than an awareness tool for non-profits. The campaign as a whole supports various donation methods for social change. The earthquake relief fund called #hope4Japan urges people to make a positive movement in a global effort to support a critical cause by making a donation to the American Red Cross. By tweeting #hope4Japan, Twitter seeks to spread the word of the disaster to help raise relief efforts.

The Hope140 website, created by Twitter to focus on social change, demonstrates the possibility to facilitate a positive difference by social media. The specific causes listed by Twitter on the front page of Hope140.org create the opportunity for people to make an impact via a social media networking platform. The initiative utilizes hashtags that are popular in modern communication, and gives Twitter users the chance to tweet a pledge to social change with the #betternow hashtag. The website also provides case studies that outline the most effective practices for social change organizations that want to utilize twitter for success. Currently featured is Room to Read, a non-profit organization that enables and promotes education and literacy in nine developing countries. The study urges people to develop a professional non-profit account by using several steps that Room to Read has utilized. Alongside Hope140 as a means for social good efforts, Twitter has utilized cause marketing for their philanthropic strategy. Twitter’s use of Promoted Tweets function in the public service realm with their launch of charities as a whole. Their launch of the Promoted Products platform began with six businesses and two nonprofits called “tweets for good”. In this, Twitter gives away a month’s worth of free promoted tweets for a nonprofit every single month.

Showcasing the effect social media networks can have on society as a whole, Twitter has provided a platform for communication while delving into the campaign to garner more attention for social movements that aspire to transform the world into a better place. Hope140 as a blog has surged the advocacy for causes such as #hope4Japan and persists to feature case studies of nonprofit organizations. With over 140 million tweets sent each day, Twitter’s continued promotion of nonprofits and their worthy social causes has allowed for social change messages to be received by tens of millions of users.

Articles relating to this issue:

Hope 140 Website

How Does Twitter’s New Social Good Initiative Stack Up?

Twitter Takes on Social Change: Top 5 Things Hope140 is Doing Right

Claire Williams Diaz Talks Hope140, T.W.E.E.T. and her Passion to Change the World