Thursday, December 22, 2011

Inspiring Your Kids (and Coworkers) to Be Generous with Examples, Empathy and Action

 

Huyse Family Christmas 2009

 

When the folks at Razoo contacted me to ask if I would write a post about how to instill generosity in kids, it was easy to do. I have been agonizing over how to do it for about a year now with my own three children, who are just now getting to an age where I think they can understand.

 

As a business owner and parent, I realize that we have been very blessed.

 

My husband and I have made a pretty good living, and we have three active, healthy and privileged kids. As a kid growing up in a very lower middle class neighborhood with a single mom, this was my dream.

 

I never realized it could also be a problem.

 

Lately we have been noticing that our kids are might just be a little too privileged.

 

It is the small things: whining and fussing about not getting something they want, and when they say to me, “If I break it you can just buy me a new one, right?”

 

And then there is the times where they step out with such brilliance to help others that is takes my breath away.

 

With our oldest child now seven, I am starting to see that we will have to be intentional about teaching them to be generous and to appreciate what they do have.

 

There are three things that I feel are the most important things in teaching generosity and those are to lead by example, to teach empathy and to take action.

 

Lead By Example

Razoo Giving Card Example

As parents, we need to be generous and gracious. This goes far beyond giving money, though that is important too. It means not just passing homeless people on the street without even looking at them, it means helping a neighbor in need even when it isn’t convenient, and putting your own needs and wants in the backseat to theirs and others. There may come a time when they ask you why you do such things, and then you can tell them. It provides a teaching moment.

 

But even if they don’t know all that you do, it is important that we also have causes that we are passionate about. Moreover, that we put our resources of time, talent and treasure into those causes regularly. We may not have an abundance of all three resources all the time, but there is always one or more of these areas where we can give back. Moreover, we should have goals to increase in each area.

 

So, this year, as I am doing my regular year-end giving, I am also going to involve them in the process. Razoo is giving me a $100 giving card. I was a bit reluctant to take it, but I want to give as much as I can this season, and I plan to let my kids help me decide where to invest it. Moreover, I am also buying giving cards for some our clients at my company, Zoetica. We have always pledged to give away 10% of our profit every year, and I plan to do that and a little more. I also like that the credit card fee is only 2.9%, so I feel that it is a responsible way to give. These are great gifts for coworkers, too.

 

Teach Empathy

My sweet children Sept 2007

 

I have found that I have to teach my kids that they are not the center of the universe. Not in a belligerent or belittling way, but in a way that helps them to understand another point of view. One way is to give kids words for emotions. For example, when my son hits his sister, I ask, “How would it make you feel if your sister hit you?” The answer is always some various of “sad, hurt, upset.” And usually you see a little light go off in their eyes as they imagine how they would feel.

 

One time we were preparing to have a family we barely knew over for dinner. They were having trouble with of their kids and we wanted to reach out to them. My son was angry because we had spent the afternoon getting ready rather than catering to what he wanted to do. “You love everyone else more than me,” he yelled. I was able to talk to him, once he was calm, and explain that part of loving your neighbor as yourself involves giving up your own agenda from time to time.

 

Take Action

Take Action with the Homeless

This year, for Christmas, we decided to give some money to buy livestock for families in Africa. Instead of just letting the kids help us pick out the livestock and paying for it, we did it as a family. We usually go to a restaurant once a week, so for several weeks we gave up our restaurant visit and added what we would have spent to the fund. As such, our kids sacrificed a little, and understood the gift more.

 

Also, our oldest son now gets an allowance. We require that he save some, give some and the rest is his to keep. This keeps the importance of giving forefront in his mind every week. As a family, we also give at least 10% of our income.

 

When I attended the Cause Marketing Summit this year, I was listening to Nancy Lublin, CEO of Do Something, a nonprofit organization that gives grants to teens that are looking to make a social impact with campaigns that don’t require money, an adult or a car.

 

As a mother of two, and someone who works with teens on a daily basis, she said something that really caught my attention:

 

“Homelessness is a "gateway" cause to get teens involved in philanthropy.” – Nancy Lublin, DoSomething.com

 

It turns out my church goes downtown once a month on Sunday mornings to serve the homeless, and children are welcome. It seems that the homeless in the shelter are much more gentle when children are present.

 

I think we have a date. I plan to start taking my 7-year-old in January.

 

What do you plan to do to teach your children to be more generous this year? Or how will you use your own, or the resources in your workplace to make a difference?

 

I could use the tips.

Tuesday, December 13, 2011

Social Media Powered Christmas Tree is Cool, But Where is the Call to Action?

Christmas Spirit Tree

One of the more innovative “stunts” this Christmas Season is by Canadian Tire. They have a Christmas tree installed at Union Station, Toronto, that is powered by the “Christmas Spirit.”(See “How the Tree Works” below if you are interested).

 

They have designed a microsite that features a LiveStream of the Christmas tree with its 3,000 LED lights, and has social media bells and whistles like Facebook and Twitter share buttons and a nice map of Canada that shows popup messages from the social channels they are using to “power” the tree.

 

However, as cool as this site is, there is no call to action beyond sharing the page.

 

Powering the Campaign for Results

So, as much as I love this concept, it falls short.

 

It isn’t really marketing, and it doesn’t quite fulfill any objective to extend new relationships with people that stumble onto the site. In fact, to find the Canadian Tire Facebook page, I had to click through to the ecommerce site and then look for the Facebook icon. Shouldn’t that be on the Christmas Tree page?

 

I do wonder if the campaign has any measurable objective beyond traffic, number of messages, and to simply delight? These “attention” measures often lead to a site like this one, which is more pretty than practical.

 

Even a couple of small tweaks would help.  For instance, allowing people to “LIKE” your Facebook page from the site gives another chance for Canadian Tire to reach these potential customers through innovative Facebook posts. Or how about a link to the Holiday section of the Canadian Tire website vs. the home page? Right now the link to the mother ship is buried at the bottom left. Why not a very small message, “Let us help you deck your halls?”  By the way, for my American audience, Canadian Tire doesn’t just sell tires.

 

Finally, they have an amazing opportunity to bring this to the local community by having a real-world event. How about a inviting your social media fans (Facebook and Twitter) to the lighting of the tree? Also invite local influencers, real world and social media. The concept would drive local media to come out and it might have a bigger share of the news that night.

 

To be fair, they may have had such an event, but looking for it online, I didn’t see any coverage of it or events on their Facebook page. They do have this press release on their corporate site that has some interesting stats and I expect that they will get a fair share of media coverage.

 

It would make sense to extend the investment they obviously put into this microsite. Can you see anything you would change or tweak?

 

How the Tree Works

Christmas Spirit Tree CU

 

They have a handy page to explain it, but I here is the gist.

 

Using a social media monitoring service, they are searching for Christmas-themed keywords on Social Networks, Blogs and Forums, News Media and messages shared from ChristmasSpiritTree.ca. They designed a computer lighting software to translate Christmas posts into data that can then be visualized as lights on the tree.

Thursday, December 01, 2011

Part 5: What Is Your Measurement Personality Style?

Socal Media Measurement Archtypes

 

Take the Quiz to Find Out

 

The Freewheelers

 

The Naysayers eschew measurement, calling it antithetical to the ethos of social media. This camp says that each individual voice is important and that all input should be seen as valuable. It feels that by measuring, an organization sets up a transactional relationship instead of building a more desirable, egalitarian one.

 

The Bean Counters

 

On the opposite side of the divide are the Bean Counters, those who say that business results should drive the involvement of an organization in social media. They are not very interested in the softer measures of influence, reputation or relationship building. Their focus is return on investment (ROI), and they don’t see the point of wasting valuable resources on something that doesn’t contribute to the bottom line.

 

The Measurement Explorers

 

The third camp, which we will call the social media Measurement Explorers, falls somewhere in between the other two and is happy to look at multiple measures to show the efficacy of social media. While a monetary return is the primary objective, there are a variety of ways to measure the impact that social media channels have on advancing the goals of the business or nonprofit. This moderate view is the most common-sense approach for social spaces and usually yields the best results.

 

Social media personality venn

 

 

 

 

Which one of these styles are you?

 

It likely that you are in one of the shaded areas in the Venn diagram above and I would take a hazard to guess that the more you move toward being an explorer, the more likely you will achieve success.

 

It’s hard to run a business or nonprofit on good feelings alone, and conversely, facilitating word-of-mouth advocacy will be difficult if the goal is to convert every touch into a transaction.

 

So share in the comments which style you tested out to be and if you think it is accurate.

 

Then you can go an read or download a free copy of the Whitepaper,  from which this framework was taken, “A Commonsense Framework for Social Media Measurement.”

 

Here are the previous posts from this measurement series as well:

The whitepaper was a guest chapter authored by Kami Huyse in Geoff Livingston’s book, Welcome to the Fifth Estate.