November 2006: Social Networks Newsletter from Neighborhood America

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Neighborhood America Newsletter

November 2006/Volume 3, Number 9

Customer Spotlight

Is high-touch going high-tech?

Smart use of new technologies has become a business imperative for corporate America but the world of not-for-profit organizations may not be far behind.

World Vision, a humanitarian organization, recently leveraged Neighborhood America's MOVO mobile solution to build awareness of and to increase community interactions with a younger demographic as part of their World AIDS Day global outreach campaign.

The innovative campaign enabled supporters to use their cell phone to register to receive World AIDS Day mobile alerts as well as sign a mobile petition asking President Bush to increase AIDS relief funding, and to allocate at least 10 percent to care for orphans and vulnerable children.

"By linking their email marketing efforts to a mobile call-to-action, World Vision was able to substantially broaden their outreach efforts, engage younger supporters and build a community that they can interact with well beyond the World AIDS Day campaign," said Dan Miller, Neighborhood America's vice president of mobile solutions. "The next phase of their mobile initiatives includes the ability to deepen the personal nature of the relationship World Vision has with its community and maintain an ongoing dialogue with their newly-expanded social network."

The World AIDS Day campaign began with an email blast from World Vision to its communities promoting the opportunity to sign-up for mobile alerts by texting "ACTNOW" to a specified shortcode. Students at college campuses throughout the United States were able to voice their support of AIDS efforts by texting "WAD" to the same shortcode. And, a third mobile element encouraged World Vision supporters and web visitors to message the word "CHILD" to register their support in the efforts to fight AIDS.

Industry Spotlight

Customer Announcement: We welcome Scripps Networks as the most recent addition to our neighborhood of innovative thinkers who are leading the next generation of enterprise social networks. With Neighborhood America's solutions, Scripps will establish synergies between online and on-air offerings to allow audience members to interact with one another and share ideas and opinions. By choosing our solutions, Scripps will create the opportunity for audience members to participate online through all forms of social media, while ensuring that the interaction remains controlled and consistent with the Networks' brand. Look for more news as Scripps unveils its new, community-building campaign in the coming months.

NA Point of View

Social Networking is Growing Up.

Are you ready?

by Kristi Grigsby, Director of Marketing

If the words "MySpace" or "Friendster" still conjure up visions of college students networking online from their dorm rooms, it's time to take a renewed look at today's consumer demand for online interaction.

Today, over 50% of MySpace visitors are over the age of 35. In a recent report by comScore Networks, over 38% of all unique visitors to social networking sites are between the ages of 35-54. This means that as the social networking phenomenon continues to grow, so too does the need for Neighborhood America's solutions.

Why? Because all organizations - including government, media and business - recognize the need to tap into this collective power of community to garner support and loyalty around company brands, programming or citizen involvement initiatives. The 'wisdom of crowds' is no longer a theoretical stretch of the imagination - it's a reality for organizations striving to succeed in the long term.

Rapid technological advancements and widespread adoption have transformed our society into one of connectivity. Over 200 million Americans now have mobile phones, while more than 60% of households have Internet access. With the holiday season upon us, what are among the most prevalent items on our wish lists? Computers, cell phones and other gadgets-n-gizmos. The 'connected generation' is not a passing trend. It's a way of life. And organizations seeking to reach their audiences must also adapt to this new way of life.

Popular social networking sites such as YouTube are creating quite an enticement for organizations seeking to tap into this phenomenon. However, these consumer-driven sites are ill-equipped to address the unique needs of organizations that must protect brands and overall integrity.

Neighborhood America uniquely enables its customers to proactively build their own social networks, where community members play by the rules, where the activity is measurable, where specific goals or outcomes are achieved, and where the efforts reach beyond a one-time engagement to build sustainable, loyal communities. We are privileged to partner with our customer visionaries, and to help them transform their business models to capitalize upon the enormous opportunity presented by the demand for interaction created through social networking.

Conferences and Events

Neighborhood America Showcases its Solutions at the 11th Annual EPA Conference From November 13-15, planning professionals from around the country assembled at the EPA's 2006 Brownfields Conference in Boston, MA to learn and share experiences about the revitalization and renewal of previously contaminated property zones. Neighborhood America participated in this event with an exhibition of best practices for community involvement and communication during the redevelopment of brownfields. The company's presence was greatly successful among planning and engineering firms, who were able to identify Neighborhood America as the only software-solution provider specialized in the public involvement processes of their industry. The Brownfields Conference is not only a unique opportunity to network with key members of the planning industry, but also a comprehensive training event about the advancements and challenges of restoring environmentally affected communities. As such, it has served as a forum for Neighborhood America (now in its second year of attendance) to gain imperative knowledge needed to continually meet the unique needs of this industry by networking with the nation's most highly regarded professionals.

Company News

Neighborhood America supports the Collier County chapter of the American Heart Association by participating in annual Heart Walk.

A team of 19 walkers gathered in downtown Naples on November 18 to represent Neighborhood America at the Collier County's annual Heart Walk. This event, coordinated by the American Heart Association, attracts more than 3,500 participants each year with the purpose of funding research studies and treatments for heart disease.

With its participation in the Heart Walk and the Association's fundraising campaign, Neighborhood America reaffirms its commitment of service and support towards its local community.

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