Monthly Archive for April, 2009

Presentation: The Obama Way – Using Online Social Networks to Promote Your Cause

For Fundraising Day 2009 (which coincides with Earth Day), I gave a primer on how President Obama used online social networks (among many communication tools) to empower supporters and raise an incredible amount of public funding for his 2008 election campaign.

In particular, I focused on the idea of producing remixable media, so fans/supporters can produce their own variations, take ownership of the idea and ultimately help spread the cause.

AFP social networking panel
Click to see high-res panorama of our fundraising through social media session @ Statler Tower

KaraKane of Medaille College kicked things off with some social media definitions and concepts (see her slides), while AJ, founder of, talked about how organizations could establish presence online and integrate social media practices with their marketing communication mix. I’ve put some of the audience questions at the end of my Slideshare presentation for future reference.

This event was kindly hosted by the Association of Fundraising Professional (WNY Chapter).

theorycast.56 :: Is “MINE” the future of magazines?

Thanks to @JessManocchio and @joonian, I’ve got my first issue of MINE. It’s an experimental, personalized magazine from Time Warner Inc. Is it a worthy mashup or a frankenstein of a magazine? See what I’ve to say.

MINE: My Magazine. My Way.

What is Mine magazine?

  • A free five-issue, 10-week, experimental magazine
  • User-mashup of five Time Warner/American Express Co. magazines
  • Personalized magazines end up with 56 possible combinations
  • MINE has been compared to a printed, expanded RSS feed
  • 36-page print edition for first 31,000 respondents
  • Online version goes to remaining 200,000 respondents
  • MINE magazine has mobile reader version, including a Blackberry app
  • Features four single-page ads for the Lexus 2010 RX
  • Lexus ads personalized based on subscriber’s geography and taste (see video)
  • Probably environmentally friendlier than traditional distribution
  • Magazine personalization isn’t new: Xerox helped subscribers put their own photo on the cover of WIRED (March-July, 2007)

mine - the future of magazines?

USA Today: Made-to-order magazine lets readers choose by Ryan Nakashima (March 18, 2009)
Fast Company: Time Inc.’s Mine Magazine is a Printed RSS Feed by Ariel Schwartz (March 18, 2009)
Will Time’s Customized “Mine” Magazine Be a Print Success Story? by Leah Southers #PublicRelations (March 26, 2009)