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How is your relationship balance sheet?

Published: January 7, 2009Posted in: Cause-Wired, Community, Word Of MouthTags: AdFreak, BusinessWeek, Cause-Wired, chipin, creative capitalism, daniela's family, David Armano, emotional bank account, laurel papworth, Logic + Emotion, relationship balance sheet, ripple effect, Simon Small, social capital, social fundraising, twitter
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balance sheet How is your relationship balance sheet?

What does your relationship balance sheet look like? Are you making regular withdrawals but neglecting to put anything back in?

Your emotional bank account

In his book 7 Habits of Highly Effective People, Steven Covey puts forward the metaphor of the emotional bank account. It’s his way of saying that healthy relationships are at least reciprocal. The more deposits into the emotional bank account of your relationship with someone, the better the feeling that person is likely to have towards you.

Of course, the opposite is also true: if it’s all take, take, take, it’s hard to expect good feeling from the person on the other side of such an imbalanced relationship.

Social media helps us manage our accounts

When friends unfamiliar with Twitter ask me why I bother to spend my time sending 140-character updates out to a network of people, many of whom I haven’t met in person, I always tell them that I don’t view the time spent on Twitter in direct ROI terms.

Twitter let’s me reach out and provide incrementally small amounts of value to a large number of people in an incredibly efficient manner. A link here, a retweet there, a day-brightening conversation or two – none of these things individually and taken out of context are particularly valuable necessarily.

But the real value of Twitter is that it allows me to make lots of very small deposits into the emotional bank accounts of the relationships I have and maintain through Twitter. Lots of these incrementally small deposits over a long period of time actually add up and contribute to an overall surplus of value in my emotional bank account.

pennies How is your relationship balance sheet?

Importantly, this additional value also adds to the level of trust in the relationships – I have learned to trust that many of my Twitter followers will point me in the direction of things I care about, and reciprocally I endeavour to do the same.

Effectively, Twitter helps me to keep my emotional bank accounts all in the black.

Yes, but is it really worth all the time spent?

The simple (and hopefully intuitive) answer to that question is ‘Yes’ – it is always valuable to give value to other people. But instead of trying to argue this point myself, I want to cite an incredible example of the power of building trust and adding value wherever you can. This case study is also an amazing example of how Twitter is rapidly becoming a philanthropic tool of note.

How David Armano used his social capital to raise money for a family in need

daniela How is your relationship balance sheet?

David Armano has 8076 followers on Twitter. He’s an incredibly well-respected blogger (#32 on the AdAge Power 150), but more than just the numbers, he delivers heaps of value through his daily social media interactions.

David Armano makes large amounts of deposits into his many relationships’ emotional bank accounts – I’d be willing to bet that his relationship balance sheet is firmly in the black, and his followers trust that he’ll continue to help them out, deliver insight to them in 140-character chunks and generally improve their lives almost daily.

Today (Wednesday 7th January) David Armano decided to take that balance sheet surplus and cash it in, not for himself, but in fact to help out a family in need.

On his blog Logic + Emotion David posted Please Help Us Help Daniela’s Family, an appeal for his network to come to the aid of a young Romanian family who had fallen on very hard times and had nowhere to turn. I urge you to read David’s post – the family’s story is a sad one indeed.

The Twitter Effect

With just two short tweets David primed and then alerted thousands of his followers to his blog post and his amazing cause.

First he primed his audience:

favour How is your relationship balance sheet?

And then he made the announcement:

favour2 How is your relationship balance sheet?

I’d love to see the graph of traffic to his blog after that tweet :-) Asking people to retweet his original tweet also allowed his message to reach a potentially much wider audience than just his 8076 followers. Twinfluence puts David’s second-order followers number at a massive 5,525,691.

What followed was wonderful to watch. Hundreds of people retweeted David’s original tweet and the money started pouring in for Daniela and her family, who struggled to understand the process and the anonymous giving of so many people who didn’t know her or her children:

disbelief How is your relationship balance sheet?

With a goal of reaching US$5000, some initial problems with the Chip In account were quickly solved to allow donations to continue to flood in:

4000 How is your relationship balance sheet?

David thanked donors individually through Twitter and got away from the incredibly emotional situation for a short while to record a video message, thanking everyone for their contributions. It’s hard to imagine what the money donated must mean to Daniela and her young family, but you can tell how emotional David is in the video:

And even though the original goal was US$5000, David has started something that you can’t put a cap on – a community chain reaction in the form of charitable donation.

So what can we learn from the ‘Help Daniela’s Family’ flash cause example?

There are so many ways to approach and think about this truly life-changing (has the word ever been more appropriate?) initiative from David Armano. Here are just some observations/thoughts that stand out for me:

  • Firstly, and perhaps most importantly, tiny 140-character doses of incremental value accrue over time to represent significant social capital (and this great PDF), which, if leveraged intelligently and alongside other social publishing tools, can be tremendously valuable. This has elsewhere been termed the Whuffie Factor by Tara Hunt after Cory Doctorow coined the phrase.
  • Twitter is coming into its own as a very powerful tool for initiating and driving flash causes, fast-growing viral philanthropic movements that exemplify the ripple effect. (For more on this concept of the ripple effect, check out Laurel Papworth’s post on the subject and definitely read David Armano’s own post on the subject – as usual, his diagram accompanying the post is genius) Late last year the equally transformative example of Tweetsgiving showed just how quickly money could be raised to fund a new classroom for a school in Tanzania (US$11,131 in just 48 hours to be exact).
  • Although David Armano’s initiative doesn’t necessarily fit into this category, the ‘Help Daniela’s Family’ example adds weight to my argument that 2009 will be the year creative capitalism comes into its own. Cause-wired social businesses will steal the headlines for all the right reasons and we’ll all be talking about Tom Watson and Susan Carey Dempsey a lot more this year.
  • Technology is not the important part of what makes social media so interesting. People are, and they always will be. Raymond Williams made this point most eloquently in his book Television: Technology and Cultural Form in 1974 and it remains one of the most profound realisations to keep front of mind when working in this space.

“But I don’t have 8076 Twitter followers…”

Stop making excuses and start making a difference. Challenge yourself to see how you can use any latent social capital you may have accrued during your time on this remarkable Earth to do some social good.

Can you bring together your own first- and second-order networks around a topic of community interest and translate your social capital into a transformative experience?

It’s got to be worth trying…

If you enjoyed this post, please consider commenting below. If you’d like to read some more, think about subscribing to my blog feed. Thanks for coming by – I really appreciate your time :-)


UPDATE (8th January):

More articles on this topic have been written – check them out for additional perspectives on this amazing example of cause-wired Twitter fundraising:

  • David Armano makes Social Networks Count, AdFreak.com post by Brian Morrissey
  • The Collective Power of Individuals, BusinessWeek article by Helen Walters
  • Social Fundraising: Daniela and Armanos, a blog post by Laurel Papworth
  • How to raise $10,000 a day with Twitter!, a blog post by Simon Small
  • Digital Neighbourhood Comes to the Aid of Abused Woman, a blog post by AdRants
  • Use Social Media to Help Daniela, a blog post by Servantofchaos
  • Colossal compassion: a stunning case study in community, a blog post by David Griner
  • Social Media Maven David Armano used his network to raise over $9,000 in a few hours to help family in need, a blog post by Beth Kanter
  • The Power of Trust: helping #Daniela, a blog post by Jay Goldman
  • Twitter Helps Daniela get a New Start (#Daniela), a blog post by Content Matters
  • The Power of Twitter and a Good Cause, a blog post by Marc Van Norden
  • Social Media creates Social Neighbourhood, a blog post by Doc Baty
  • Project Daniela: Twitter in action, a blog post by Katie Chatfield

If you’ve written a blog post or article about the ‘Help Daniela’s Family’ David Armano project, please feel free to comment it below or link back to this article. I’ll periodically update this post with links to your writing.

balance sheetsm How is your relationship balance sheet? [Balance sheet image courtesy Creative Commons and Flickr user Scitech]
penniessm How is your relationship balance sheet? [Cropped pennies image courtesy Creative Commons and Flickr user Somewhat Frank]
danielasm How is your relationship balance sheet? [Daniela and her family image courtesy David Armano]

Popularity: 100% [?]

Thanks for stopping by again. Did you know you can also find me on Twitter?
  • Comments [33]
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  • Simon T Small
    Hey buddy, top post, lets just hope marketers don't think its an easy fix and ruin this communications channel like they have with TV. *cry*

    It's all about building quality relationships with individuals, just like in the real world it takes time, care, giving & receiving and respect.
  • Rubber bracelets
    if we have build relationships with individuals, we can easily get in touch with probable customers in the future.
  • @KateRichardson
    @neilperkin This one from @Scott_Drummond has gotta make the January list. http://tinyurl.com/7jdt75
  • @redstarvip
    @zyozyfounder Reading: Your Emotional Bank Account - http://tinyurl.com/7jdt75
  • @Sznq
    The philanthropic twitter effect that was #daniela http://tinyurl.com/7jdt75 http://tinyurl.com/2fvbl6 ...
  • Simon T Small
    Hey mate,

    You know, I think that with 'digital social media' relationships can and maybe should be built like you would offline relationships. Run events for bloggers, call them, have coffee, send them a invite to your show.

    Because you and I have had a few conversations over several months, I know you and feel a connection with you more than some of the other bloggers I connect with.

    You network in Sydney, and they do it all over, with other social media passionates.

    Cheers mate
  • Marc Van Norden
    Following David on twitter, I watched this unfold. And I have to tell you it was gratifying to stop talking about how to theoretically have an impact (usually for brands) and to actually see it happen. The whole thing how it transpired to the actual outcome is a true story. Here was my take:

    http://blog.brown-paper.net/the-power-of-twitte...

    Marc Van Norden
  • Brendan
    Thanks for an excellent summary and reminder that its the personal relationship that is important.
  • Steve Baty
    If I were just to consider the money I contributed to the cause to be a subscription to @armano's twitter feed, I'd believe it enormous value-for-money. But it's not: it's a small drop in a large (and growing) bucket of money that will make a huge impact on the life of a family in trouble.

    I put some of those thoughts into my own blog post here: http://docholdsfourth.blogspot.com/2009/01/soci...

    I think David's doing a wonderful, selfless, generous act. He's reaffirmed what I've thought for some time: that 2009 is going to be an amazing year.
  • Brandie Young
    Very moving post. Thank you.

    What an outstanding recap of the phenomenal event David's and the Twitter communities put in motion. It was at the same time an honor and humbling to be a (tiny) part of it.

    I was especially excited about your comment “2009 will be the year creative capitalism comes into its own. Cause-wired social businesses will steal the headlines for all the right reasons” and couldn’t agree more. IMHO today’s economic woes and world events seem to be forcing folks to take a good long look at what’s important and pushing us toward a mentality of “It takes a village”.

    All the best to you, Scott!

    Brandie
    (@Brandiei on Twitter)
  • Monica Hamburg
    Lovely. Twitter (and people) can be pretty amazing.
  • Katie Chatfield
    Nice work Scott!
    In the music industry we used to say that wriitng about an album is a bit like dancing about architecture...you might be able to evoke it, but it really has to be experienced in order for it to be understood.
    Twitter is very much like that...you might think that 140 characters could be written about and that the experience could be translated. But it's so much more than micro blogging or Facebook updates to the world.

    I love that this episode can create the story telling starter we need to bring the Twitter meme to life. It has a beginning a middle and an end. A damsel. A hero (the community!). A villian (poverty!). A challenge and journey. Lovely.
  • Eliza Dashwood
    Hey there,

    Thanks for the great post. You're absolutely right. It is about investing the care, time and attention into building relationships. The most important element in any social media is trust and that doesn't happen over night. It's great to see how online communities can make a difference and how using a channel like Twitter can have an impact on so many individuals.

    Thanks again!

    Eliza Dashwood
    Cityferret on Tiwtter
  • Mark
    Armano can *show* Twitter to Daniela, but he can't take a minute and set up an account for her?
    What proof can you show me, besides the one photo, that Daniela exists?
    And how was BusinessWeek on the story, less than an hour after it started?
    I hate to rain on the parade, but this story has holes in it that you could drive a truck through =)
  • @FredFaulknerIV
    Great summary of Twitter, relationship balance sheet, and @armano 's #daniela story. Worth a read. http://tinyurl.com/7jdt75
  • Gavin Heaton
    Mark ... while you may feel there are holes in this story, you are missing the fact that this is driven entirely by trust. David Armano has invested a significant amount of time and effort in building a substantial community around his website ... he has created strong personal connections with a number of people - and strong arm's length connections with many, many others. For those who operate within this network, trust is given and revoked based on connection and belief. It relies on those who we know and on those who know others. It is how movements happen.

    BusinessWeek would have been involved because David also writes for them. He knows some of their senior writers.

    I have met David a couple of times. We have shared emails about our lives, careers and the sometimes mundane nature of social media. We have become friends despite huge geographical distances and the tyranny of timezones. If he says a friend of his needs help -- that's good enough for me. And that's the way it should be.
  • Scott
    Wow - thanks so much for your comments everyone. Just goes to show how remarkable events generate wonderful conversations.

    Marc - I agree with your point about brands often lacking the character and credibility to pul this kind of stuff off. I would add that they are also often missing a personality. Love the image of David's tweets by the way - very helpful. Thanks for letting me know about your thoughtful post.

    Brendan - thanks for the kind words :)

    Steve (or should I call you Doc?) - your point about the digital neighbourhood supplementing a waning sense of urban local neighbourhood is really insightful, so thanks for that. I enjoyed your blog post.

    Brandie - you have a new Twitter follower :) I also loved your post Marketers Evolve! (or you may perish) - I used to be the online editor of Marketingmag.com.au so I've had quite a lot to do with marketers in the past - their role is evolving so quickly and the ground is shifting beneath their feet. It'll be fascinating to see who survives this evolutionary schism.

    Monica - thanks for stopping by and leaving a comment. If you don't mind me asking, where does your surname come from? I'm half German and my family's from Hamburg so I'm curious :)

    Katie, as always you express yourself beautifully. Love the storytelling angle too - I hadn't considered that. You should check out the Hannah Arendt quotation on Eliza's blog - pithy words on the art of storytelling.

    Eliza - thanks for taking the time to visit and comment. I absolutely LOVE the Hannah Arendt quotation on your blog.
  • Scott
    Gavin - I couldn't have responded better to Mark myself - exactly my sentiments. Thank you.

    I think we get swept up in the technology and forget again that all our relationships (whether online or off) are about trust. Without it no relationship (or community) can thrive.
  • @katieshy
    @0woldham8 have you heard abt #daniela? Recent example of Twitter power. Legit or no, an amazing story. Analysis @ http://tinyurl.com/7jdt75
  • David Armano
    Couple of things

    1. Love Bank: This is exactly the theory behind my POV on "micro-interactions:" It's sound and it works.
    2. AMAZING analysis on this. Scott, I feel like you must have been in my head. Now please get out. ;-)
    3. Gavin, you rock.
    4. Thank you for writing this post and sharing hope.
  • @analienfeed_
    How is your relationship balance sheet? (and why it pays to be in the black): The simple (and hopefully intuitiv.. http://tinyurl.com/7jdt75
  • Toby
    Scott - Not only is this a great case study but your explanation of why to invest in social "capital" is one of the best I've read. Thank you!
  • Scott
    Hey Toby, thanks for taking the time to comment. This case study has been fascinating to follow as it unravels, and many of the other posts I link to provide great food for thought.

    My friend Stephen just gave me Causewired: Plugging In, Getting Involved, Changing the World by Tom Watson to read, which I think is going to be seen as the definitive text in this emerging and exciting cause-related social marketing space.

    I'm also desperate to read Tara Hunt's The Whuffie Factor when it hits the shelves. So much great work happening in this space - I feel another blog post coming on ;-)
  • @em_skins
    Wow..just came across David Armano's amazing fundraising story. Over $16,000 raised through social media http://tinyurl.com/7jdt75
  • Craig Wilson
    Scott, its a great story and top post. So many people question the value of social networks like Twitter, but this proves how we can "connect and affect".
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