This week’s activity requires you to select an organization from the Social Sector i.e. a nonprofit institution and non-governmental organization (e.g. foundations, social service organizations, cultural institutions, and advocacy groups, social movements) and identify and discuss some of the major benefits and value levers associated with implementing Enterprise 2.0. Concentrate on one (maximum two) of the 5 functional areas and use the relevant Social Technology value levers published by McKinsey Global Institute, 2012
I’m going by what I can see in the referenced pages form the McKinsey Global Institute report and select from the options of Collecting Information and Insights, Mobilize Resources, Execute mission and Organisation-wide levers. So, I have chosen Cancer Council Australia and I think this week I will select the option of Execute mission.
Slip, Slop, Slap. How many of you have heard this phrase before? I’m almost certain that a fair few of you will read this and instantly think of the catchy jingle that accompanies it. There’s a lot we can attribute to that phrase that some may have forgotten, so I’ll help you to remember.
The Slip (on a shirt), Slop (sunscreen), Slap (on a hat) campaign was introduced by the Cancer Council Victoria in 1980 due to the epidemic of melanoma cases and the rise in awareness of the sun’s harmful UV rays on our delicate skin. It was produced alongside a catchy upbeat jingle and shown in an advertisement, prompting Australians to be smarter out in the sun to ensure that we can all live longer and stay healthy. This campaign ran on until 1988 when the Sun Smart program took over its place and has been active ever since. In 2009 the campaign was added to, including Seek (shade from the sun) and Slide (on sunglasses).
Has it been effective? Well the details can be seen in SunSmart’s 20 year report (2008), but I will summarise some of the key findings. The overall opinion of sun tanning has decreased as greater awareness of the adverse effects have become known. Additionally, a reduction of the number of people getting sunburnt by 50% was also noted.
But how does this tie in with the level of Execute mission? Well, within this lever there are two points; Educate the public and Engage the supporters.
Educating the public is perhaps the strongest approach the Cancer Council Australia needs to take. We are a nation that loves going to the beach; it is inherent in our culture to relax and have a good time. Sadly, it’s an undeniable fact that we need to protect ourselves and despite the efforts of the Cancer Council, we are still seeing people affected by skin cancer and UV rays. What a better way for social media to be used than to educate everyone that they can look after their skin without costing their outdoor enjoyment. Appropriate addresses through social media during the peak periods and everyday life is a start, and will help ingrain the idea that sun safety is a way of life and not just a “I’ll do it next time” agenda. This can extend to all cancer related causes such as tobacco or general nutrition. An informed public is a healthy public.
This ties into the second point of engaging the supporters. Despite best efforts, people do get cancer. Whenever you think of cancer, you think of “that deadly thing that will most certainly kill you”. A lot of people are affected by it, so there should be something that can be done. Through the use of social media, a more varied and vast array of networks can be reached and individuals can be informed as well. I’m not sure what points I can really touch except that any NPO would benefit from more engagement. The Cancer Council could host more events online in order to gather up an increase in funds towards their cause. It could be as simple as getting people to put bids on questions and ask famous celebrities through social media or set up an online auction. I guess my thoughts around engaging revolve back to the idea that people want something for their money and not everyone gives just because it’s going to a good cause.
Also, here is a really interesting website/blog that has much more in-depth detail on how Nonprofits can utilise Social Media. It’s called Nonprofit Tech for Good!
Back in the heat of things with Enterprise 2.0. I expect great work from everyone. Check out some of my big supporters, as all of them have excellent blogs! Conor Farne Sang, Aden Jones, Sarun Yingaprapaporn and Chuan Wang all have excellent blogs!
USELESS FACT #7
Grand Theft Auto IV is the highest rated game on Metacritic with a score of 98 for both PS3 and Xbox 360 (as of September 4th, 2013).