lead with social impact: 6 steps to a powerful social impact marketing strategy
TRANSCRIPT
6 Steps to Creating Your Strategy
Use the Chat to ask questions
Introduce yourself!
• Why lead with social impact
• Connecting with Moms & Millennials
• 6 Steps for creating & measuring a strategy
• Good (& not so good) campaigns & lessons
We deepen connections
between companies & their
community partners,
nonprofits, & members
using the power of social
media
Sandra Morris is a marketing
strategist, product specialist,
nonprofit board member, and a
seasoned speaker on topics including
corporate social responsibility,
leadership, and social media.
Prior to founding CafeGive, her roles
including CIO for Intel Corporation
and Senior Executive and VP of
Consumer Images Services for
Kodak.
Employee engagement
Fundraising for a cause
Cause awareness
Corporate giving
Co-branded products
Point-Of-Sale
brands
engage in
cause
marketing
Brand
Differentiation
Talent Engagement
& Retention
Financial
Advantage
Closer Connection
to Consumers
consumers wish more products, services, & companies supported causes
consumers would switch brands to ones that support causes
83%
91%
MOMS
86% of mothers want to know that the
brands they purchase are supporting their
communities
66% of moms have purchased a product
online because it was associated with a
cause
2010 CONE Communication Study
2010 CONE Communication Study
Make your social impact
part of marketing umbrella
Who are your customers?
Who do you want to reach?
What are they passionate about?
How & where can this align with business goals?
Photo Contest new product launch
Social Impact Reporting compliance,
CSR reporting
What are we known for?
1. Target 2. Disney 3. Dawn
Make them SMART
SPECIFIC
MEASURABLE
ACHEVABLE
REALISTIC
TIME-BOUND
3. Set Goals
Bank of America - Give a Meal
Network for Good/Zoetica cause marketing best practices survey
Whatever tactic you choose, tell a compelling story
Google – Google Grants
4. What do we do?
Target, Feed USA
1. Prometheus Real Estate Group
2. Verity Credit Union & BikeWorks
3. UPS Store and Marine Toys for Tots
How will you know when you’re successful?
How will you know when you’re not?
What’s good enough?
What’s great?
Social Impact KPIs – Depend on goals
Reach & impressionsShare of consumer
heart & market
Mentions, UGCBrand affiliation
with a cause,
shares
The Dougy Center: Donations, awareness
Regence BlueCross Blue Shield of Oregon: Engagement with
fans, build fanbase, brand perception
Pro Photo Supply: Engagement with monthly photo contests
Strategy Fail Or when “good” marketing
goes wrong
When “Good” Marketing Goes Wrong
- Lead with Social Impact-
1. Patelco Credit Union
- Lead with Social Impact-
1. Walt Disney Company
1. Who will we reach & what do they care about?
2. What causes are the best “fit” with your audience
& brand?
3. How will this align with your business strategy &
goals?
4. Who makes sense as a partner? (nonprofits,
businesses, celebrities)
5. How will we know if it’s successful?
6. How can I turn this into a point of differentiation –
how will I “lead with social impact?”
