For those of you who are regular WUL readers, you’ll know that I don’t write too often about clients. But after a lot of thought, and validation from Gini Dietrich, I decided I would. Because it’s important.
So before we go any further, please know that this post is about a client campaign I’m working on.
I’m writing about it because first, as I said earlier, it’s an important issue, and if I can’t write about what I like on my own blog, WTF can I write about? Second, I think it’s interesting from a “social media campaign in progress” point of view; think of it as your little SM campaign petri dish. So here I go.
Image of refugee children in Liberia, UN Photo/John Isaac via Flickr, CC 2.0
A few months ago, I started working with USA for UNHCR.
You may not have known of them thus far, but they are a DC-based 501(c)(3) that works to raise awareness and funds for Geneva-based UNHCR. Which is, of course, the UN Refugee Agency. And as you have probably figured out by now, they work to alleviate the plight of refugees worldwide.
Now, I’ve seen refugees as far back as I can remember. Growing up in Calcutta Kolkata, many of the homeless people I’d see every day were refugees from Bangladesh. My grandaunt, who founded a primary school in New Delhi (that since grew tremendously) would talk often of her “Afghan children” … meaning the children of Afghan refugees. Refugees are so common in that part of the world, they become a fact of life. And like many facts of life, they become de-humanized.
Once I started working with USA for UNHCR, I learned more and more about refugee statistics. More than 43 million refugees worldwide. Women and girls represent 47% of all refugees and asylum seekers (47%!!). The total number of stateless people worldwide is estimated to be around 12 million. And the numbers go on and on.
The thing is, there are people behind these numbers.
People who have been forced out of their homes for no fault of their own.
People who may never have a home again.
People who have had to give up their children in order to save them.
I don’t have kids, but I don’t think you need to to comprehend what that horror must be like.
So I’ve been working with USA for UNHCR on the digital aspects of its Blue Key campaign. It’s very simple:
1. The Blue Key campaign symbolizes the key to the home that refugees may never ever hold again;
2. It’s a $5 symbolic Blue Key pin or pendant that is really very cute – and by getting your own, you’re showing support for the cause of refugees worldwide, as well as for the 6,000+ UNHCR staffers working globally to bring them some relief; and
3. Our goal for this phase of the campaign is to get 6,000 keys out to Americans (they can only ship within the US) by June 20, which is World Refugee Day.
From an SM campaign point of view, I think we’ve been doing some interesting things (but of course, I’m working on the campaign, so take that with a fistful of salt if you need to). We have:
- Refined the “online home” for the Blue Key campaign as much as possible, so that messaging is in sync;
- Reached out to cause-passionate bloggers who are active in social spaces to become Blue Key Champions (you can become one too, just let me know, the main “ask” is for you to publish a post on the campaign between now and June 20);
- Using the #bluekey hashtag on Twitter to amplify the conversation and drive awareness;
- Created tracking URLs for the primary outreach mechanisms, i.e. blog(ger)s, Facebook, Twitter & email newsletters (which USA for UNHCR is sending out);
- Customized the “thank you” email someone gets when they sign up for a Blue Key (or more than one), so that they can choose whether or not to “like” USA for UNHCR on Facebook, follow on Twitter, donate a tweet a day, or become a Champion.
And we’re tracking the keys given out on a weekly basis, as well as watching the trends in Google Analytics (and Twitter trends via RowFeeder, I love that thing!) so that we can:
a) correlate outputs to outcomes,
b) know how much further we have to go to reach our goal, and
c) learn from this phase of the campaign before we move onto the next.
Thus far, the response has been terrific. You have only to look at who has signed on so far as a Champion to see how many vibrant social media personalities and voices have signed on to promote the campaign. In fact, I believe Gini Dietrich has made it a personal crusade to ensure we reach our goal.
More than that, though, it’s been eye-opening to see how different people relate to the campaign. Because unlike so many other causes, pretty much anyone can relate to not having a home.
For example, read Kellye Crane‘s post on how she was temporarily homeless during Hurricane Katrina. Or Matt LaCasse‘s post on why it’s important to remember there are people behind the numbers. Or Kami Watson Huyse‘s post on why, as the mother of a 7-year-old, she relates to the story of one of the Lost Boys of Sudan. Or Tinu Abayomi-Paul‘s post on how she has seen first-hand how far $5 goes in the developing world.
About halfway into the campaign, I have mixed feelings:
- From a reaction/adoption point of view, it’s been terrific… almost everyone we reached out to agreed to help.
- From a hardcore “get the key” point of view, we’re about 33% of the way to our stated measurable objective of 6,000 keys by June 20. Key purchases have certainly picked up since the social elements went into play, but we need a lot more if we’re going to reach that goal.
If we don’t reach it, does that mean we fail? If you go only by those numbers, yes. But if you go by the increased awareness of USA for UNHCR, the campaign, advocates, etc. – no.
But I’d still like to get them to 6k keys if we can. And that’s where you come in.
I’ve written often about influence (and shoot my mouth off about it as well). I firmly believe that influence is when you can change someone’s thoughts, actions, behavior. So …
If you are persuaded by the cause, any of the Blue Key Champions, or me, in any way, shape or form, please go and get your key today.
If we’ve ever done anything nice for you, please go and get your key today.
If you’ve ever asked me for a job lead, or to pick my brain, or pitched this blog, please go and get a key today.
Tell everyone you know about the campaign and encourage them to get their key. Share it on Twitter, tag ’em on Facebook… because if we all band together, our collective networks are much stronger than any one person’s network.
Please. Go get your Blue Key (or keys) today. And maybe you have other ideas on how we can move the needle for USA for UNHCR and refugees … and if so, I’m all ears. In fact, you’ll hear me talk more about the campaign on the webinar I’m doing tomorrow for Marketwire/HubSpot … and until June 20, at least, my avatars everywhere will be blue.
For the Blue Key. Because it’s that important.
Thank you.
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[…] Shonali has a much more in-depth post on her blog about the effort. Learn more there or at the Blue Key Campaign website. But in addition, please get involved. Help USA for UNHCR with this campaign. It helps your fellow man and it doesn’t ask a lot of you. […]
[…] Shonali has a much more in-depth post on her blog about the effort. Learn more there or at the Blue Key Campaign website. But in addition, please get involved. Help USA for UNHCR with this campaign. It helps your fellow man and it doesn’t ask a lot of you. […]
[…] Why the Blue Key Campaign is Turning Me Blue (waxingunlyrical.com) […]
@ginidietrich Oh, I imagine Mr. D. listens to you more than he lets on! And thank you, Gini. For everything.
@MattLaCasse I think @JGoldsborough is thinking even bigger than that. Here’s what I was dreaming of last night… mimicking an RMT – where it starts around 6 am PT and then goes for several hours through the day, turning it over every hour to a new Champion or two, maybe someone from USA for UNHCR as well (I think it would be great to have them talk as well, don’t you?) and so on – so we keep the momentum rolling. And that way many of us can participate based on convenience b/c of different time zones, work, etc.
Honestly not sure about the incentivizing thing right now, though it’s a good idea, and something we’ve talked about as well off and on (with the client, I mean). I think maybe if it is something we incorporate, then we figure out what WE (i.e. Champions) can give – free consulting time? some kind of package? etc.
The 20th seems obvious because it’s World Refugee Day, but I’m thinking we should maybe try to do this earlier, to build momentum to WRD – and then maybe make a final, shorter push on the 20th while the WRD event(s) are going on offline?
Such great ideas – I will talk to the client today and see how quickly we can pull this together!
@JGoldsborough @Shonali So, we have #BlueKeyChat last for say, 3 hours; like 8-11 p.m. EDT one night, and a certain number of champions are hosting per hour. I like the idea of incentivizing (is that even a word?) buying Blue Keys. Kind of like how a radio station gives out a bunch of concert tickets or t-shirts with a key to start a new Harley, but only one key actually turns on the Harley.
That may cheapen the key too much, with isn’t something I, or anyone, wants to do.
When would we want the chat to take place? The 20th is a Monday, so maybe there’s the possibility of incorporating #journchat and tapping into Sarah Evans’ network…
I love that you wrote about this. Sometimes it’s OK to highlight our clients…especially when the work they’re doing is this important. And someone who listens to me! I’ll have to tell Mr. D. He won’t believe it!
@Shonali @MattLaCasse Great post, Shonali, You have done an amazing job with this campaign and so have many of the champions. Time for me to step up and be more involved. I really like the idea of a #BlueKeyChat. Maybe each champion could moderate for an hour. And we could work to sell keys throughout the Key-a-thon. Maybe give away random prizes for participating. Maybe some peoples’ keys will unlock a secret prize like a Starbucks gift card that all of a sudden shows up with their key. Thoughts? Let’s brainstorm more and make it happen. Cheers.
@Shonali if you hop on g-chat, we can talk about it. just wanna make sure i do it right.
@3HatsComm W00t! Thank you!!
@3HatsComm W00t!
@Shonali Ahem, yes. :-)
@MattLaCasse LOVE the idea of the #bluekey chat, since we’re already using the hashtag! No ideas on big names, though. :( @Tinu
@KenMueller <playing hypnotic music> Do it do it do it…
@Tinu @Shonali Maybe we can have a #BlueKeyChat or something like that? Have something to really focus attention. Would be great if we could get a big name to participate as well. Any ideas? I know Angelina Jolie pops to mind, but that’s probably a tall task to pull off…
@Shonali @Tinu kmueller62 rajmalikdc @hackmanj nicklucido jkretch funny thing is…you WERE inside my head. Just a half hour ago i was thinking, I need to talk to Shonali…I want to blog about the blue keys. No frickin’ lie
@Tinu I LOVE the way you think! I was thinking the exact same thing… are you inside my head like kmueller62 , LOL… scratch that, I *know* you’re inside my head. So now we have to figure out the BK day, right?
One of the other things I did yesterday was send a personal request to a few select people I felt wouldn’t mind, since I don’t often do this kind of thing – in fact, I rarely do it – but I did, with full disclosures that they’re my client, etc. That had a pretty big response, with probably around 25-30 keys being ordered off of that. So if a bunch of us do that – imagine the dent it could make. I know everyone might not feel comfortable, but some of us might… right?
The other thing I thought of is to see if people will include it in their email newsletter, cough cough rajmalikdc :p
What else, what else, what else… drawing on the superpowers of @hackmanj nicklucido jkretch … I better stop, at least for now, LOL…!
I’m left wondering what else we can all do to help get the action of getting the blue keys to increase. 4000 more keys doesn’t sound like an impossible number to get to by June 20th. Maybe we all need to have a blue key day where we ALL talk about it at the same time, at the same part of the day, make it trend on Twittter. $5 is so little to us and could mean so much to the refugees. I know we can do it- what say you, fearless leader?
[…] one, and Shonali Burke is another. So when Shonali sent me a note asking me to take a look at the Blue Key Campaign for the United Nations Refugee Agency, I said “of […]
@3HatsComm Yes, you do. Ahem, did you get your key yet? :p
@rachaelseda Well, I’m glad I convinced you before this!
I agree very well said and if I wasn’t already all about it well then you would’ve convinced me ;)
Very interesting campaign… and now I know why you’re avatar has turned blue.
@MattLaCasse Thank you for stepping up for this extremely important cause, Matt!
Well said. I have nothing more to add. :)