social media for cause marketers - cmf 2009 workshop

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Scott Henderson, cause marketing director at MediaSauce, conducted a half-day workshop entitled "Social Media for Cause Marketers" at the Cause Marketing Forum 2009 on May 27 in Chicago, Illinois. This deck is what Scott presented and represents the majority of the slides. The entire deck (including those from the four workshop sponsors) can be found via www.causemarketingforum.com

TRANSCRIPT

Page 1: Social Media for Cause Marketers - CMF 2009 Workshop

Social Media for Cause Marketers

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A little about me

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It is wonderful to create.Akira Kurosawa

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A little about you

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What can you expect today?

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Framework

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Exploration

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Application

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Letʼs get started

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The Interconnected AGE

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billion1

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billion1.5

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billion3.3

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Easy-to-use tools

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Are you prepared for this reality?

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The SOCIAL MEDIA Primer

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Technology is only as good as the peopleit connects

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Static content >> Dynamic flow

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Push out >> Pull in

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Destination >> Presence

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Five Main ToolsBlogs

YouTubeFlickr

FacebookTwitter

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Four Key Tactics - be real- stand out - involve- interact

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Blogs

http://beth.typepad.com/beths_blog/

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create conversations

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Flickr

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share images

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33 million users3 billion images

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YouTube

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share videos

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1 billion videosviewed per day

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Facebook

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stay sociallyconnected

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200 millionregistered users

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3 billion minutesspent per day

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Fan Pages

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Fan Pages (cont.)

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Events

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Causes

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Twitter

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real-time sharing

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7 million daily visitors

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3 million 35-49 years old

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Four Key Tactics - be real- stand out - involve- interact

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Bring these toyour online presence

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Questions?

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CAUSE MARKETINGRevisited

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How are you bringing a voice?

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How are you empowering others?

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Philanthropy

Here’s an oversized check for that problem

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Gotta break down the barriers and silos

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Best Practicesbe realbe passionatebe realisticbe creativebe connected

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Be Real> showcase the cause> opportunism never goes unpunished> transparency and accountability

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Be Passionate> really care about the cause> long-term commitment> endure the criticism & skeptics

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Be Realistic> not about “going viral”> not everyone cares> but someone does> and they know others

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Be Creative> stay away from “got milk?”> use the power of story> how can you stand out?

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Be Connected> use social media to expand> make it easy for me to share> seek out ideas and leadership

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Best Practicesbe realbe passionatebe realisticbe creativebe connected

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activityresults

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define success

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awarenessconnections

influencetransactions

engagement

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ask the right questions

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primary objectives?

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secondary objectives?

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leading indicators?

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match the metrics

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views/visitscommentssubmittalsretweetsmembers

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learn listen adapt

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no one has the corner on the market of good ideas

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Questions?

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CASE STUDIES LESSONS LEARNED

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Quaker Oats

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1. Download Quaker mascot2. Print it out3. Take photo with Quaker mascot4. Become Quaker Facebook Fan5. Upload photo 6. Copy link7. Comment on a blog with link

20 minutes

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Kraft

http://www.sharealittlecomfort.com

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5/19 5/27

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P&G Tide

http://www.Tide.com/LoadsofHope

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Pedigree

http://www.pedigree.com/03Adoption/default.aspx

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Pledge to End Hunger

http://www.pledgetoendhunger.com

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opportunity:SXSWi ʼ09

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primary objective:raise awareness

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secondary objective:raise funds

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key leaders:2 co-chairs with 50+ champions

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compelling story:1 of 6 kids hungry1 click feeds 140 kids

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strategy: > main hub > sm outposts > easy call-to-action

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easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause

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generating traffic: > HungerPledge champs > email sends > press releases

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Act I: Launch

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Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k

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First 48 hours: > 4,617 visits > 1,116 pledges > $2,781 donated

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First Week: > 8,635 visits > 2,176 pledges > $4,619 donated

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Act II: SXSWi ʼ09

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12for12k.org:$13k+ on 3/12

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Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos

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Page 137: Social Media for Cause Marketers - CMF 2009 Workshop

Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated

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Act III: Charity Smackdown

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Third Week: > 1,649 visits > 493 pledges > $1,520 donated

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So did we win?

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Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated

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Page 147: Social Media for Cause Marketers - CMF 2009 Workshop

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Page 148: Social Media for Cause Marketers - CMF 2009 Workshop

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Top 10 Sources 2% of total

57% of traffic

Page 149: Social Media for Cause Marketers - CMF 2009 Workshop

Top 10 Sources HungerPledge Champions - 1750*

Kimball Enewsletter - 1699Brogan Twitter - 1207*Mashable Twitter - 976

SXSW Twitterstream - 716MediaSauce Staff - 651

Twitter Direct - 59011Moms of Wal-Mart - 543

HungerPledge Twitter - 499MediaSauce Enewsletter - 414

[Direct - 3106]

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Lessons Learned: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals

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The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place

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Questions?

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YOUR TURN BRING IT ALL TOGETHER

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LET’S STAY CONNECTED

> @scottyhendo > [email protected] > 317.218.0488 > blog.mediasauce.com