{"id":7375,"date":"2018-05-04T18:29:19","date_gmt":"2018-05-04T18:29:19","guid":{"rendered":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/?p=7375"},"modified":"2018-05-21T21:21:59","modified_gmt":"2018-05-21T21:21:59","slug":"impactful-program-design-starts-with-listening","status":"publish","type":"post","link":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/impactful-program-design-starts-with-listening\/","title":{"rendered":"Impactful Program Design Starts with Listening"},"content":{"rendered":"<p><a href=\"http:\/\/www.carrotnewyork.com\/\">CarrotNewYork<\/a> creates social impact through education for a client list that includes corporations, nonprofits, NGOs, and government agencies. In every campaign, even for such a diverse range of clients, listening is key at all stages. From the first conversation with the client to pre-concept testing to formative stages through post-project evaluation, designing programs that are impactful\u2014that make a real difference\u2014starts and ends with listening. <\/p>\n<p>  <strong><em>Here\u2019s what Michael LeFort (Chief Marketing Officer) and Margaret Dawson (Director of Strategy &#038; Instruction) at CarrotNewYork have to say about the importance of listening.<br \/>\n  <\/em><\/strong><\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class='youtube-player' type='text\/html' width='640' height='360' src='https:\/\/www.youtube.com\/embed\/HBPEx4E1MQg?version=3&#038;rel=1&#038;fs=1&#038;autohide=2&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;wmode=transparent' allowfullscreen='true' style='border:0;'><\/iframe><\/span><br \/>\n<!--\n\n<h3>What role does listening play in your client communications?<\/h3>\n\n\n<em>Michael<\/em>: CarrotNewYork is almost 40 years old and we like to say we\u2019ve been working in social impact since before it was cool to care. So, a lot has changed in that time with more companies pouring into the social impact\/social responsibility space. But, one thing that hasn\u2019t changed is the need to critically and actively listen to our clients and their audiences. The way we listen has evolved quite a bit and is driven by our clients every day. This is tantamount in determining the best impact strategy for any mission or cause.\n\n\n<h3>How does listening integrate into designing impactful programs?<\/h3>\n\n\n<em>Margaret<\/em>: In order to develop an impactful program, you need to spend time getting to know the target audience. In decades past, we listened to these audiences with our ears, which is a highly qualitative approach. Now we have many more tools and we can leverage tech to gain more quantitative insights.\n\n\n<h3>How do you to listen to these audiences?<\/h3>\n\n\n<em>Margaret<\/em>: In a number of ways, including conducting rapid response influencer panels and social listening. Also, when creating social impact programs that are within the expertise of the company, clients often are the SME and can provide great value and guidance on key messages and indicators of success. And of course, we still listen through good old-fashioned conversation and interviews, as we did in the days when CarrotNewYork was founded.\n\n\n<h3>Can you describe what you mean by \u201crapid response influencer panels?\u201d<\/h3>\n\n\n<em>Michael<\/em>: We've developed valuable relationships with influencers across the US ranging from parents to teachers to community influencers. We keep these relationships current so that they can act as legitimate sources of feedback. We then craft scientifically robust, culturally appropriate. and academically sound surveys, again, based on the needs of the client, so we get relevant and meaningful data back.\n\nOur verified influencers are randomly selected from within specific locations and demographics across the country and incented to complete both quantitative and qualitative surveys via email. We then distill the findings for our clients so they're not getting raw data, but our interpretation of the findings to guide their critical decisions in social impact. This rapid response process can take place within two weeks from start to finish and provide a powerful tool for significantly smaller budgets than players like SSI, SurveyMonkey, Nielsen and the rest.\n\n\n<h3>And how about social listening?<\/h3>\n\n\n<em>Margaret<\/em>: We like social listening because it allows data to be taken straight from the target audience without the human mechanics and behaviors that can potentially sway opinions. CNY uses social listening to analyze sentiment and perceptions which can provide invaluable insights into how to better speak to and engage a target audience.\n\nIn addition, we have the ability to use an initial audit as a benchmark and to then re-administer using the same audit parameters to measure progression. Some of our favorite social listening tools are: <a href=\"https:\/\/www.crimsonhexagon.com\/\" target=\"_blank\" rel=\"noopener\">Crimson Hexagon<\/a>, <a href=\"https:\/\/sysomos.com\/\" target=\"_blank\" rel=\"noopener\">Sysomos<\/a>, <a href=\"https:\/\/brand24.com\/\" target=\"_blank\" rel=\"noopener\">Brand24<\/a>, <a href=\"https:\/\/www.sprinklr.com\/\" target=\"_blank\" rel=\"noopener\">Sprinklr<\/a>, <a href=\"https:\/\/socialstudio.radian6.com\/login\" target=\"_blank\" rel=\"noopener\">Radian6<\/a> and other applications that tie into large marketing cloud platforms like <a href=\"https:\/\/www.salesforce.com\/\" target=\"_blank\" rel=\"noopener\">Salesforce<\/a> and <a href=\"https:\/\/www.adobe.com\/\" target=\"_blank\" rel=\"noopener\">Adobe<\/a>.\n\n\n<h3>What do you learn when you listen?<\/h3>\n\n\n<em>Michael<\/em>: We bring a lot of ideas to the table and we want to match findings with stakeholder wishes. We find that modern brands with purpose want to make a positive social impact.\n\nData-driven listening can provide invaluable insight into how to most effectively make and measure that impact: start with a benchmark analysis, develop and launch an impact program, listen for the impression it\u2019s making, then continue to listen in intervals. This is Social Impact Through Education.\n<br \/><br\/ >-->\n<\/p>\n<p>&mdash;<br \/>\n<a href=\"http:\/\/www.carrotnewyork.com\/\">CarrotNewYork<\/a> helps organizations make a measurable social impact through education.<br \/>\n  It&#8217;s what we&#8217;ve been doing for almost 40 years. Are you ready to put your cause into action? Come and meet with us in the <a href=\"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/activation-hub\/\" target=\"_blank\" rel=\"noopener\">Activation Hub<\/a> at <a href=\"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/\" target=\"_blank\" rel=\"noopener\">SB&#8217;18 Vancouver<\/a>, this June 4-7. See you in Vancouver!<\/p>\n<p>  Michael Lefort, Chief Marketing Officer, CarrotNewYork<br \/>\n  Margaret Dawson, Director of Strategy, CarrotNewYork<br \/>\n  May 4, 2018<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CarrotNewYork creates social impact through education for a client list that includes corporations, nonprofits, NGOs, and government agencies. In every campaign, even for such a diverse range of clients, listening is key at all stages. From the first conversation with the client to pre-concept testing to formative stages through post-project [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[81],"tags":[],"jetpack_featured_media_url":"https:\/\/i1.wp.com\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-content\/uploads\/2018\/05\/sb18van-blog-carrotny.jpg?fit=1200%2C630&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/p9tnpw-1UX","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/posts\/7375"}],"collection":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/comments?post=7375"}],"version-history":[{"count":2,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/posts\/7375\/revisions"}],"predecessor-version":[{"id":8227,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/posts\/7375\/revisions\/8227"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/media\/7376"}],"wp:attachment":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/media?parent=7375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/categories?post=7375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb18vancouver\/wp-json\/wp\/v2\/tags?post=7375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}