five principles for amazing cause marketing that makes a difference
TRANSCRIPT
Cause Marketing Best Practices: Five Guidelines for Social Media Campaigns
Photo credit: Photo by Adrian Ruiz, LifeHouseDesign http://ow.ly/2UMdF
• Popular tactics• Strategy underpinning• Five Principles• When it goes wrong
Kami Huyse, @kamichat
Agenda
ALL ABOUT
YOU
FellowshipThe Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings and the establishment of best practices. A maximum of 12 new Fellows are accepted each year.
When a company applies its resources to advance social change in a way that contributes to business results while also significantly benefitting the cause
The Double Bottom Line (2bl)Effective Generosity
1. LIKE Drives2. Reveal Tabs3. Contests4. Outsourced Giving5. Comment Campaigns6. Pledges7. Micro Donations
Some Popular Tactics
Strategy is the Key
Ingredients ofGreat Cause Marketing
SocialImpact
Corp.Mission
StakeholderEngagement
Not All Contests Are Created Equal
LIKES are a Start Not An End
Being Social Works Better in a Community
Social Happens in Real Life (IRL)
The Word on the Street…Integration
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4
5
Five Principles
1Not all contests are created equal
2008
2009
2009
2010
2010
$245K+1.8M
$10M $6M $20M $1M
Contest Mania
Non-Profit Capacity Corporate ReputationLeaderboard Well-defined proceduresShorter timeframes Third-party oversightSpreading incentives You cut, they chooseEveryone wins (not only $) Align with valuesSupport systems Measure social impactKeep it simple Police GamingEasy calls to action Address tech issuesClear expectations Legalese and English rulesObvious benefits Defined objectives
Cynicism on the Rise
2“LIKES” are a Start,Not An End
Facebook “LIKE” Drive
275K “LIKES - $101K in toys - 180 nonprofits
Goes Beyond the “LIKE”
3Being Social Works Better in a Community
Campaigns Require Community
Start small grow BIG
Beth Kanter: http://www.flickr.com/photos/cambodia4kidsorg/2296887265/
http://ow.ly/57i8d
Inspiration: The 93 Dollar Club
http://www.facebook.com/93dollarclub
• XBOX premium content purchase• $10 (full cost) to Save the Children • Up to $100,000. • 10,000 units of VIP game packs sold within two
weeks, plus additional units sold.
Experiements
4Social Happens in Real Life (IRL)
#G4NP
Google’s Portal for Nonprofits #Google4np
GMC Gives Mark Horvath a Vehicle at SOBCon
5The Word on the Street…Integration
Marketing and PR CSR Team
Product Developmen
t
Management Partners
A Mindful Change
Iteration of a Core Idea
An Amazing Event1 2
3 4
A Clear Objective
A Strong Nonprofit Partner
Facebook Call to Action
Progress Gauge
Lack of Integration
Revenue
Groupon Traffic
When It Goes Wrong• Artificial• Unfair• Complex• Disconnected• Inappropriate• Fatiguing• Execution
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