Your SlideShare is downloading. ×
0
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Cause marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Cause marketing

437

Published on

Social media marketing for causes.

Social media marketing for causes.

Published in: Business
1 Comment
0 Likes
Statistics
Notes
  • Very entertaining, and quite true. Although social media in itself is nothing new, the Carry A Nation mindset of using the tools around is not intuitive or obvious to most marketers. The Grateful Dead, yes, but traditionally trained marketers for large companies, not so much.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
437
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Cause Marketing A Social Media Case Study
  • 2. Too many social media case studies are commercially focused, typically profiling men selling big ticket products and services or major corporations. 
  • 3. This is a story of how one woman uses the tools at her disposal to spark a social movement. She isn't an ex- politician with fame and financial backing like Al Gore. She can't create a mainstream media empire of movies, books and TV like he did with "An Inconvenient Truth" - but she has passion, drive and uses these to create social currency that she spends on achieving her aims.
  • 4. She takes queues from the dominant books and thinkers of the time - but isn't afraid to pick and choose the recommendations that work for her.
  • 5. She starts by creating a consistent persona - adopting a modified version of her name as an alias across all of her activities - using a pun to give her instant recognition.
  • 6. She gathers together like minded individuals in forums - spreading her ideas through conversations.
  • 7. She keeps her edicts short, because the medium only allows for limited text, and more so because that makes them easy to remember and to pass on.
  • 8. She can't afford main stream media advertising so she engages in dramatic offline stunts that get their attention and have people writing about her.
  • 9. She responds when necessary engaging back in the conversation through short posts in their medium -
  • 10. - or issuing her own. 
  • 11. She concentrates on creating advocates, identifies influencers. She seeds media with these and because it is both impactful and entertaining many of their songs, often remixing popular tunes of the day, go viral.
  • 12. Her methods are emulated by others who rally to her cause, in other regions, and by those who see them being effective for their own cause or business.
  • 13. She has haters who parody her alias and mock her for perceived self promotion but she carries on, knowing she is creating change.
  • 14. Sounds like a capable 21st century social media practitioner?
  • 15. Hold up...
  • 16. This tale is actually from the first decade of the last century, the 1900s - the woman is Carrie Nation, known as Carry A. Nation...
  • 17. - a prominent member of the Temperance movement that led to the prohibition of Alcohol in the USA for over a decade. So let’s rewind and replace the tools we thought we saw with the ones she actually used.
  • 18. She takes queues from the dominant book of the time - but isn't afraid to pick and choose the recommendations that work for her. Carrie reading from the Bible.
  • 19. She starts by creating a consistent persona - adopting a modified version of her name as an alias across all of her activities - using a pun to give her instant recognition. “Carry a nation”, get it?
  • 20. She gathers together like minded individuals in forums - spreading her ideas through conversations. Carrie at one of the many Town Hall Forums she organised and participated in.
  • 21. She keeps her edicts short, because the medium only allows for limited text, and more so because that makes them easy to remember and to pass on. A classic temperance slogan used on placards.
  • 22. She can't afford main stream media advertising so she engages in dramatic offline stunts that get their attention and have people writing about her. A bar ransacked by Carrie and her followers. The inset is the hatchet she is known for wielding.
  • 23. She responds when necessary engaging back in the conversation through short posts in their medium - A letter to the editor as used by her and her followers. Published: March 11, 1901 Copyright © The New York Times
  • 24. - or issuing her own.  Carrie’s own self- published newsletter.
  • 25. She concentrates on creating advocates, identifies influencers. She seeds media with these and because it is both impactful and entertaining many of their songs, often remixing popular tunes of the day, go viral. A prohibition song based on the Auld Lang Syne tune.
  • 26. Her methods are emulated by others who rally to her cause, in other regions, and by those who see them being effective for _their_ own cause or business. Flyer advertising her speaking circuit appearance.
  • 27. She has haters who parody her alias and mock her for perceived self promotion but she carries on, knowing she is creating change. A slogan adopted by many bars mocking her.
  • 28. Carrie A. Nation Pioneering Political Activist Social Media Douche-bag
  • 29. Moral of our story There is nothing new or special about today's social media. Don't be swayed by douche-bags who frighten you into thinking it is new and unknown. Step back, think about your goals and how humans have always communicated, conversed and convinced. Only then find the tools you need to meet these goals.
  • 30. Credits & disclaimers • Thanks to Flickr users for Creative Commons licensed photos: • http://www.flickr.com/photos/poptech2006/2967350834/ • http://www.flickr.com/photos/americanprogressaction/4565846726/ • Logos used without permission, no endorsement implied. • Thanks to the Kansas Historical Society for archival photos: • http://www.kansasmemory.org • Sorry for any historical inaccuracies, hopefully my history teacher father is not turning in his grave. • Sorry about prohibition, that really must have sucked.

×