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Social Campaigns Best Practices
 

Social Campaigns Best Practices

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In recent years, there has been a surge in the use of social media for CSR (corporate social responsibility) campaigns, either as part of a larger outreach effort or as the prime driver for the ...

In recent years, there has been a surge in the use of social media for CSR (corporate social responsibility) campaigns, either as part of a larger outreach effort or as the prime driver for the campaign. These have met with varying degrees of success. This study looks at a number of high-profile CSR campaigns that include a significant social media component.

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    Social Campaigns Best Practices Social Campaigns Best Practices Presentation Transcript

    • CSR Campaigns:
Leveraging Social Media to Good"A review of best practices
    • IntroductionVirtually  every  company  today  recognizes  its  responsibility  to  the  society  at  large,  and  the  need  to  ac8vely  engage  with  its  cons8tuents  (consumers,  dealers,  employees,  government  officials,  regulators  and  other  stakeholders)  in  ways  that  are  relevant  to  their  concerns.  Business  organiza8ons  seeks  to  align  their  priori8es  (environment,  educa8on,  etc.)  to  these  concerns  in  order  to  create  ac8ve  touch  points  with  these  communi8es.    In  recent  years,  there  has  been  a  surge  in  the  use  of  social  media  for  these  campaigns,  either  as  part  of  a  larger  outreach  effort  or  as  the  prime  driver  for  the  campaign.  These  have  met  with  varying  degrees  of  success,  and  overall  success  of  these  campaigns  depends  in  large  part  on  how  well  mul8ple  marke8ng  and  communica8ons  tools  are  integrated  and  designed  to  support  each  other.      This  study  looks  at  a  number  of  high-­‐profile  CSR  campaigns  that  include  a  significant  social  media  component,  including  several  that  have  won  Halo  Awards  from  the  Cause  Marke8ng  Forum.  The  informa8on  is  taken  from  a  review  of  publicly-­‐available  documents.     Page  1  
    • •  The page attracted 3 million likes Alloeed  $20  million  to  fund  grants   •  PepsiCo spent $109 in  the  project’s  first  year:  about   million on measured media $1.3  million  in  grants  per  month.   •  Project received more than 150,000 idea•  Project  coverage  started  with  online  media  events  through   submissions and tallied Social  Media  Week  and  PRP’s  presence  at  SxSW  2010.   76 million votes from 17•  Media  coverage  with:  Chicago  Tribune,  Albany-­‐Times  Union,   million unique visitors Milwaukee  Journal  Sen8nel.   •  Visitors left 1.6 million comments•  Uploaded  YouTube  videos:  The  Pepsi  Refresh  Project-­‐   •  Total earned media 684,072  views.  Kevin  Bacon  and  Demi  Moore  appeared  in   impressions attributed videos  as  well.     to Refresh:•  ROI  was  not  posi8ve  as  it  did  not  contribute  to  an  increase  in   2,843,824,480* product  sale.  The  total  volume  of  Pepsi  sales  slipped  8.6%  in   •  Online news the  first  months  of  2010.     outlets: 1,320 (2,000,961,167•  The  Project  expanded  to  Canada  with  $1M  grants  to  non-­‐ impressions) profits,  businesses  and  individuals  seeking  funds  for  posi8ve   •  Broadcast ideas  that  will  have  an  impact  on  their  communi8es.   outlets: 3,032•  Community  organizers,  health  interest  groups  and  religious   (275,057,330 organiza8ons  quickly  formed  alliances  that  dominated  vo8ng   impressions) leading  to  Pepsi  dissolving  the  $250,000  grant  category.   •  Print outlets: 695 (70,326,570 impressions)•  Downsized  the  number  of  causes  for  which  voters  could  cast   •  Blog posts: 1,590 ballots  per  day  to  5  (from  10).   (210,184,798•  Eliminated  environmental  and  health  categories  which   impressions) created  alliances  from  health-­‐advocacy  groups.   •  Tweets: 167,294 (Twitter followers reached:•  Implemented  a  loeery  system  to  select  chari8es  each  month   287,294,615) to  eliminate  the  first  come,  first  served  prac8ce  that  rewards   * As of Oct. 13, 2011 savvy  applicants  who  submit  ideas  within  seconds  of  the   registra8on  opening.   Page  2  
    • •  3,863,009 fans •  413,739 talking about thisHas  awarded  $20  million  in  grants   •  From the 103 daysto  500  non-­‐profits  since  2009  via   analyzed:online  vo8ng.   •  50 wall posts with 53,877 likes and 4,389 comments •  1077.5 likes and 88 comments per wall post •  Chase added an extra $2.5 million to the program budget to reward all eligible nonprofits who receive and confirm their nomination by August 30 automatically receiving an equal share of that money ensuring all participating charities will walk away with a reward •  Certain charities disqualified at the conclusion of Round One •  Facebook commenting section closed as many participants used the platform to express their concerns over the disqualifications •  The Public leader board on the Facebook page was removed Page  3  
    • Allocated  $3  million  to  chari8es  selected  by   •  Users select which of tenFacebook  users  over  a  two  week  period.   charities they’d like to see funds allocated to. Money will then be given out based on percentages, so if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations •  Target Facebook Page added 97,091 new fans •  During the campaign, the Target Facebook Page increased daily views by 4,800%* •  Target Facebook Page experienced a 3,000% surge in wall posts, with more than 3,000 personal stories shared throughout the campaign* •  More than 167,000 fans on Facebook voted for the charity of their choice •  Target tallied 40,000 votes, which translated into tens of thousands of peer-to-peer impressions •  Campaign motivated consumers to reinvest emotionally in the Target brand Page  4  
    • •  Supported with website, Facebook fan page and vimeo sourced videos •  Over 20k page likes though very little engagement with only 160 people talking about the project even while new content is posted •  One video asset has overThree-­‐year  Liberty  Mutual  campaign  awarded  over   10k views, but this is the one that launched the$500,000    to  organiza8ons  using  sports  to  teach  life   campaign. Subsequentlessons.   videos have performed poorly, generating only double-digit views with only a few minor exceptions where a couple videos received close to a 1,000 views •  Website is currently receiving over 70k views in the last month due to some new media coverage and possibly ad buys. Without ad support the site did around 25k views a month from Feb-Jun 2012 when there was no media support Page  5  
    • Ronald  McDonald  House  Chari3es:  Day  of  Change  (2010)  •  People  dropped  off  change  to  McDonald’s  Dona8on   Boxes.  Encouraged  interac8on  through  story-­‐based   content.  •  Generated  180,808  interac8ons  on  the  global  Facebook   and  chapter  pages,  ul8mately  increasing  online  dona8ons   in  August  130%  compared  to  August  2009  and   significantly  genera8ng  more  to  their  dona8on  boxes.  •  Outreach  included  PR,  POP,  community  posters,   volunteers  and  community  supporters.  •  261  Twieer  supporters  shared  1,465  RMHC  Day  of   Change  hashtags.  •  The  campaign  brought  in  130%  more  dona8ons  online   than  during  the  same  8me  last  year.  •  E-­‐newsleeer  subscrip8ons  grew  748%  during  the   campaign.   Page  6  
    • •  The  ‘Arc8c  Home’  campaign  was  created  in  partnership  with  the  World   Wildlife  Fund  (WWF),  to  raise  awareness  of  the  polar  bear’s  plight  and   generate  public  funding  for  its  protec8on.    •  Coca-­‐Cola  made  an  ini8al  $2  million  dona8on  to  the  cause  and  agreed  to   match  consumer  dona8ons  up  to  $1  million  through  March  15,  2012.    •  Arc8c  Home  was  a  full-­‐scale,  deeply  integrated  program  that  reached   target  consumers  through  tradi8onal  and  digital  adver8sing,   comprehensive  media  outreach  and  partners,  stakeholders,  company   associates  and  customers.    •  Consumers  were  asked  to  text  the  code  found  on  limited-­‐edi8on  white   cans  and  products  with  white  caps  to  make  a  $1  dona8on  to  Arc8c  Home   that  Coke  matched  up  to  $1MM.    Coca-­‐Cola  worked  with  mobile  carriers   to  lower  text  dona8on  minimum  from  $5  to  $1  for  the  first  8me  ever.  •  In  addi8on  to  genera8ng  millions  of  media  impressions  and  significant   buzz  about  the  change  in  the  iconic  Coca-­‐Cola  cans,  Coca-­‐Cola  volume   and  share  were  up  from  the  previous  year  in  November  and  December.      •  In  addi8on  to  the  ini8al  $2MM  TCCC  commitment,  over  $1.2MM  was   directed  to  Arc8c  Home  in  raised/matched  dona8ons.     Page  7  
    • What are the common threads of success?•  The  most  successful  programs  employ  360°  marke3ng  campaigns.  Whether  or  not  social   media  is  the  driver,  campaigns  such  as  Pepsi  Refresh  and  Coca-­‐Cola  Arc8c  Home  u8lize  all  axes   of  paid,  earned,  shared  and  owned  media.  Adver8sing,  including  broadcast,  works  alongside   public  rela8ons  outreach  to  tradi8onal  and  online  media,  corporate  microsites  or  Facebook   apps,  and  content  crea8on  (e-­‐newsleeers,  Vimeo,  YouTube).  •  Successful  programs  engage  all  stakeholders.  In  addi8on  to  engaging  consumers,  many   campaigns  engage  employees,  dealers/franchisees,  and  partner  organiza8ons.  The  “ Teens  for   Jeans”  campaign  partnered  Aerepostale  and  DoSomething.org  to  encourage  kids  to  collect   jeans  for  homeless  teenagers,  and  leveraged  Aeropostale  store  employees  (ooen  teens   themselves)  as  school  ambassadors,  handing  out  s8ckers  and  flyers  and  crea8ng  Facebook   events.  •  Top  campaigns  are  backed  by  extensive  branding.  In  addi8on  to  branding  on  campaign-­‐ specific  channels  and  materials,  campaign  branding  is  extended  to  other  corporate  and   product  channels  as  well.  Coca-­‐Cola  used  “every  inch  of  real  estate”  including  their  can  to   promote  the  Arc8c  Home  campaign.    Other  campaigns  have  u8lized  point-­‐of-­‐purchase   materials,  billing  inserts,  and  store  signage.  These  efforts  elevate  the  program  above  the  level   of  a  one-­‐off  or  compartmentalized  campaign  to  something  that  consumers  perceive  as   integral  to  the  corporate  brand.       Page  8  
    • What are the common threads of success?•  Acknowledge  the  importance  of  mobile.  With  consumers  choosing  to  access  informa8on   more  and  more  from  tablets  and  smart  phones,  providing  an  opportunity  for  users  to   par8cipate  via  these  mobile  devices  is  both  customer-­‐friendly  and  a  smart  way  to  encourage   broader  engagement.  Chari8es  have  seen  a  drama8c  rise  in  micro-­‐dona8ons  ($5-­‐10)  via   tex8ng.  The  Pepsi  Refresh  project  and  “ Teens  for  Jeans”  included  mobile  apps  for  iPhone  and   Android.  Consumers  choose  where  they  want  to  interact  with  a  brand,  not  the  other  way   around.  •  Give  people  something  to  do  and  something  to  see.  Campaigns  that  live  only  online  are   missing  half  the  fun.  People  s8ll  want  to  see,  experience  and  par8cipate  in  some  concrete   way.  Aeropostale  drove  hundreds  of  thousands  of  teens  to  their  stores  to  donate  jeans.   Liberty  Mutual  created  a  Senior  Simulator  Suit  and  brought  that  to  consumer  events  to  enable   family  members  to  understand  the  challenges  facing  older  drivers.   Page  9  
    • Summary: Best practices• Employ  an  integrated  marke3ng  approach.  • Engage  all  stakeholders.  • Integrate  with  corporate  and  product  branding.  • U3lize  mobile.    • Include  an  experien3al  element.     Page  10  
    • Chris  Baccus   Dan  Zukowski  Execu8ve  Director,  Digital  Media   Execu8ve  Director,  Automo8ve   CBaccus@GolinHarris.com   DZukowski@GolinHarris.com   213-­‐438-­‐8782     213-­‐438-­‐8718       GolinHarris   601  West  Fioh  Street   4th  Floor   Los  Angeles,  CA  90071     11