But let’s think outside of the box here. Why limit this to news organizations? Could you image what a forward thinking non-profit or advocacy group could do with this kind of technology?

Members could upload their personal stories and testimonials in a YouTube story-bank. Constituents could post video messages to Congress. Donors could share why they are supporting a cause or explain to their friends why they are participating in a fundraising challenge. Perhaps in some cases citizen journalists could be recruited to gather video ‘research’ on an opposing group or in support of selected issue priorities. (If you have other ideas about how non-profit/advocacy groups can use this tool please add them as a comment to this post or tweet via @zablud).

To see examples of how advocacy organizations are already utilizing video content from supporters please visit two sites Adfero developed SpeakNowForKids or MyCommunityMyBank. While these sites were custom created before the YouTube DIRECT tool was available, both these and future sites could certainly be developed or enhanced using this new tool.

According to YouTube, the “key features of YouTube DIRECT include:

Thanks to Mary Fletcher Jones at the Examiner, you can read an excellent synopsis of the event.

Mary also posted this video that summarizes the key points from all the panelists:

If you have any techniques or tools you use to measure the success of your social media campaigns, please let us know.

Matthew Zablud is a partner at Adfero Group.

One recent example is from the American Academy of Dermatology who just launched a moving video about their Camp Discovery program for children with severe and chronic skin diseases. Please take 5 minutes to watch the video. Click here.

Other groups who have effectively used video to get their message heard include the National Association of Children’s Hospitals (over 140 constituent testimonials, along with statements from prominent politicians, all organized by State and Congressional District), The American Medical Association, and the Society of Nuclear Medicine.

And speaking of videos, there is going to be an upcoming event on Tuesday, October 27 co-sponsored by Adfero Group and The Hill newspaper called “Promoting Your Agenda through Viral Video.” Participants will get a chance to see how videos are being used to reach Capitol Hill, the public, the media, their membership and constituents. Best of all, the cost is free, including a cocktail networking reception following the event. Confirmed speakers include the co-founder of Ustream, a new media expert from the US House of Representatives, and grassroots, advocacy and PR leaders from some of America’s top trade associations. We will post a link to register later next week.

Matthew Zablud is a partner at Adfero Group.

First off, they know how to reach DC audiences, they are masters of getting attention on a limited budget, they are working to build a community of support using social media, and they are proactively engaging their detractors. Sound familiar to any of you advocacy folks! Obviously, part of their appeal is also that they offer delicious Indian food at street vendor prices – but hey, you get where we are going with all this.

For those not familiar with Fojol Bros, they have made a name for themselves traveling around DC in a tricked up 1965 Chevy Step Van blaring festive carnival music. If you go up to order at the window don’t be surprised to see them wearing their signature fake moustaches, one-piece jump suits and Indian wedding turbans.

Ironically, when we interviewed Peter Korbel (truck name: Kipoto) and told him we intended to feature Fojol Bros as a case study for advocacy professionals, we were happily surprised to learn that their original inspiration actually came from an advocacy/political source: the Obama campaign. Peter’s business partner, Justin Vitarello (truck name: Dingo) worked on the campaign in Iowa and Virginia. From the Obama campaign they learned the importance of building a sense of ”community.” As their web site describes, “they hope to bring together local communities through a dynamic food experience on DC’s streets.”

Right now their focus is selling tasty Indian treats, but they plan to leverage their success to deliver much more to the DC community they serve. They’re not revealing too much yet about their grand plans, but they will say that one of their key issues is helping at risk youth. DC already has a Politics and Prose bookstore, maybe it is time for a Politics and Pappadums food truck.

TIPS FROM THE TRUCK

Fojol Advice on Marketing:

We asked Korbel about their marketing strategy. He described it as a blend of online and offline attention grabbing. Their primary marketing vehicle is their truck. Its big, its bright and its noisy. But they do work to slowly layer in different marketing elements to help keep the momentum growing. A recent addition was providing colorful patchwork blankets for guests to lay out on during their lunch service stops.

When it comes to online marketing, Fojol Bros take a targeted but minimalist approach. Their web site is fairly simple and deliberately lacking in the typical “bells and whistles.” While they maintain a basic presence on Facebook, most of their success online has developed through Twitter (follow them @fojolbros). They can let their customers know where they will be stopping and can advertise their specials. What more does a food truck need?

Fojol Advice on Using Twitter:

Fojol Bros strategy for using Twitter isn’t the standard line, but it is great advice for anyone considering using Twitter for advocacy:

1.    Don’t try to follow too many people. “If you do, you start missing stuff.” Find “real people of value” who can offer a “real value-add,” says Korbel.

2.    Market your online presence offline. Fojol Bros Twitter followers increase exponentially each time they take the truck out.

3.    Be very purposeful in the messages you write. Korbel takes pride to note that “you know a tweet from Fojol Bros is going to be relevant to you.”

4.    Develop a language (voice) for your messages. In the case of Fojol Bros, they have naturally chosen a circus theme.

Fojol Advice on Engaging Detractors:

Despite their best efforts, the Fojol Bros do run into very occasional claims that their shtick is racist. “In our hearts we are not here to offend, we’re here to celebrate one-piece jumpsuits, turbans and moustaches,” Korbel exclaims.

Even so, Korbel recognizes that you must not ignore the detractors. During a lull in serving customers, Korbel and Vitarello will try to talk directly with people who have a complaint. They both try to explain their vision, outline their view that the wedding turbans are not religious icons, and that the moustaches are not racist, just funny.

But Korbel does recognize that you “can’t answer every question. There’s just not enough time.” He says somewhat defiantly that the “Internet can give a voice to anybody – some get too much credibility who really shouldn’t”. But if someone is willing to come and talk in person, the Fojol Bros will “make time.”

Look out for the Fojol Bros around DC, and when you hear them coming, think about how you can implement some inexpensive but creative ideas to gain attention to your organization’s issues and priorities.

Latest Update: Turns out that Fojol Bros will be at Farragut Square today. Definitely worth trying their “Merlindia” cuisine.

Matthew Zablud is a partner at Adfero Group.