Thinking

 Beyond
The

Donation
Box
START
Cause

Marketing

is...

...
not
helping
anyone
...
making
things
worse
...
a
marketing
term
...
>ish
wrapper
...
a
stall
tactic
...
a
CYA
maneuver...
Technology
Changes
Everything
Real
Life

Changes

Everything
Technology
and
the
Internet,
and

their
role
in
our
lives,
has
changed

how
we
communicate,
get
and

share
information,
th...
Information
moves
FASTER.
People

are
more
closely
CONNECTED.
We

all
have
DIFFERENT
OPTIONS

and
BETTER
CHOICES.

Our

EX...
Everything

must

change.
Shift

&
Reset
How
organizations
operate,

organize,
and
communicate
must
be

RE­IMAGINED.

The
passion
and

interest
of
individuals
must...
More
Cause.
Less
Marketing.
Marketing
as

 part
of
the

  mission
Serving
the

 cause
vs.

Solving
the

   cause
[5
Cases]
[5
Tools]
[Big
Finish]
The
future
of

cause

marketing

is
about...

...
co­opera­tition
...
expiration
dates
...
doing
less
(not
more)
...
adaptive
scale
...
guided
crowdsourcing
...
countin...
Consider

 yourself

challenged
Ask Me Anything
Thinking

 Beyond
The

Donation
Box
THE
END
EXTRAS
[The
Basics]
Brand
is

about

experience
Marketing

is
like

dating...

             Trust
me
               I’m
a

             marketer

and

marriage
Technology

is
just
the

facilitator
Social

media

changes

everything
...
and

nothing
[little
‘m’]
Timely,
relevant,

   compelling

  information
Experiences
people

  will
remember

 (fondly)
and
talk

       about.
Stuff
that
people

will
use...
and
value.
[Tactical]
There
is
no
‘right
way’
to
blog
                             More
watching/
There
is
no
‘right
          listening
=

  wa...
There
is
no
‘right
way’
to
blog
                              Findability
is

Everything
is
social
                       ...
[Ops]
Know
Your

  Audience
Demographic







Psychographic

 Social­graphic






Behavioral
Order
of

Operations
       Goals







Strategies














Tactics




Resources


               1)
Creating
audience
Pro>iles


               2)
Developing
a
content
plan
Getting
       3)
Monitoring
...


                     1)
Positioning

                     2)
Real
Time
Think
like
an

                     3)
Value
 ope...
[Reminder]
Change is hard: You are          Audiences need help
asking people to shift their   and support: You need to
  behavior. I...
Brian
Reich
managing
director,
little
m
media

      email
me:











brian@littlemmedia.com
      call
me:










...
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
Kellstadt event presentation
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Kellstadt event presentation

  1. 1. Thinking
 Beyond
The
 Donation
Box
  2. 2. START
  3. 3. Cause
 Marketing
 is...

  4. 4. ...
not
helping
anyone ...
making
things
worse ...
a
marketing
term ...
>ish
wrapper ...
a
stall
tactic ...
a
CYA
maneuver ...
a
poor
investment
  5. 5. Technology Changes Everything
  6. 6. Real
Life
 Changes
 Everything
  7. 7. Technology
and
the
Internet,
and
 their
role
in
our
lives,
has
changed
 how
we
communicate,
get
and
 share
information,
the
media
we
 consume,
and
the
reasons
we
 engage
with
each
other
‐
online
 and
of9line.
The
effects
of
these
 changes
are
being
felt
by
all
of
 us,
every
day,
all
the
time.

  8. 8. Information
moves
FASTER.
People
 are
more
closely
CONNECTED.
We
 all
have
DIFFERENT
OPTIONS
 and
BETTER
CHOICES.

Our
 EXPECTATIONS
ARE
HIGHER.

 The
connections
we
make
to
the
 issues
and
events
that
shape
our
 world
are
being
TRANSFORMED
 ‐‐
rapidly
and
constantly.

  9. 9. Everything
 must
 change.
  10. 10. Shift
 &
Reset
  11. 11. How
organizations
operate,
 organize,
and
communicate
must
be
 RE­IMAGINED.

The
passion
and
 interest
of
individuals
must
be
RE­ FOCUSED
and
RE­DIRECTED.

The
 ways
that
we
measure
success
must
 be
RE­ASSESSED.

The
ways
we
 promote
big
ideas
and
create
better
 solutions
must
be
RE­ENVISIONED.
  12. 12. More
Cause. Less
Marketing.
  13. 13. Marketing
as
 part
of
the
 mission
  14. 14. Serving
the
 cause
vs.
 Solving
the
 cause
  15. 15. [5
Cases]
  16. 16. [5
Tools]
  17. 17. [Big
Finish]
  18. 18. The
future
of
 cause
 marketing
 is
about...

  19. 19. ...
co­opera­tition ...
expiration
dates ...
doing
less
(not
more) ...
adaptive
scale ...
guided
crowdsourcing ...
counting
down ...
REAL
impact
  20. 20. Consider
 yourself
 challenged
  21. 21. Ask Me Anything
  22. 22. Thinking
 Beyond
The
 Donation
Box
  23. 23. THE
END
  24. 24. EXTRAS
  25. 25. [The
Basics]
  26. 26. Brand
is
 about
 experience
  27. 27. Marketing
 is
like
 dating...
 Trust
me I’m
a
 marketer and
 marriage
  28. 28. Technology
 is
just
the
 facilitator
  29. 29. Social
 media
 changes
 everything ...
and
 nothing
  30. 30. [little
‘m’]
  31. 31. Timely,
relevant,
 compelling
 information
  32. 32. Experiences
people
 will
remember
 (fondly)
and
talk
 about.
  33. 33. Stuff
that
people
 will
use...
and
value.
  34. 34. [Tactical]
  35. 35. There
is
no
‘right
way’
to
blog More
watching/ There
is
no
‘right
 listening
=
 way’
to
blog more
 remembering Games
are
for
 Mobile
phones
 more
than
 are
always
on,
 playing always
active
  36. 36. There
is
no
‘right
way’
to
blog Findability
is
 Everything
is
social more
important
 than
location Listening
and
 Stuff
is
 hearing
are
 important different
  37. 37. [Ops]
  38. 38. Know
Your
 Audience Demographic







Psychographic
 Social­graphic






Behavioral
  39. 39. Order
of
 Operations Goals







Strategies
 












Tactics




Resources
  40. 40. 
 1)
Creating
audience
Pro>iles
 2)
Developing
a
content
plan Getting
 3)
Monitoring started 4)
Experimenting
w/
outreach 5)
Building
systems
  41. 41. 
 1)
Positioning 2)
Real
Time Think
like
an
 3)
Value operative 4)
Transparency
  42. 42. [Reminder]
  43. 43. Change is hard: You are Audiences need help asking people to shift their and support: You need to behavior. It cannot be teach people how to have forced. an impact. Organizations must be patient and committed: Try. Fail. Learn: There are You have to invest -- time, no right answers. Nobody money, energy, and focus knows exactly how this -- to be successful. stuff works.
  44. 44. Brian
Reich managing
director,
little
m
media email
me:











brian@littlemmedia.com call
me:















617.417.9436 follow
me:










twitter.com/brianreich friend
me:











facebook.com/brianreich link
to
me:











linkedin.com/in/brianreich read
me:














Media
Rules! 
Shift
&
Reset
(Spring
2011) 





ThinkingAboutMedia.com 





Fast
Company
Expert! download
me:





slideshare.net/brianreich
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