Last week, Twitter cofounder Biz Stone announced Jelly, a new social app that’s a combination of Quora and Instagram. People take pictures and ask questions about the pictures, and then the answers are provided by other users. An example is in the intro video below:
Jelly seems like one of those apps that doesn’t have an immediately obvious use-case for most brands, but some have already started using it, including General Electric, Kenneth Cole, Toms shoes and Travelocity (the latter cleverly having their traveling gnome answer questions, rather than pose them).
On the non-profit side, social media staff at environmental news provider Grist has started playing around with Jelly to determine its possibilities, for example, posting a picture of a sandwich with the question, “What’s your favorite vegetarian lunch? #MeatlessMonday”
Based on Grist’s example, it seems like Jelly may be an ideal place to start conversations related to your cause, and answer questions related to your cause, too.
Here are some examples of how non-profits could use Jelly:
1. Community/location-based organizations, like parks services, universities, and community outreach groups can be on the lookout for questions related to their locations.
2. Healthcare organizations can watch for health questions, recommend care, and can challenge people to quiz-type questions, i.e. “How many calories are in a Big Mac?”
3. Emergency services organizations can provide answers related to emergency preparedness and respond to questions of people who might need help during an emergency.
4. Environmental organizations can answer questions related to species identification, and post questions like Grist’s that help people think and share how they protect the environment.
5. Child-focused organizations can challenge people to identify playground equipment hazards and dangers around the home. They can also show off classic children’s games and see who remembers how to play them.
6. Religious organizations can be on the lookout for questions related to places of worship, and ask questions like, “What do you pray for?” with photos of people in prayer.
7. Advocacy organizations can send action alerts with relevant photos, and ask who’s taken action.
Now, none of these ideas necessarily lead to an immediate, dramatic increase in donations, of course, but they are the types of things that help you build relationships with people who already care about the things your organization does. Apps like Jelly can help you raise awareness for your cause while also demonstrating that your cause cares about the things they’re interested in. In other words, it’s long-tail marketing, with tremendous potential for long-term payoffs.
Written by Annie Lynsen – Creatively saving the world through social media. January, 2014.
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