Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

Why Should you CARE? • The world is a mess, but it’s worth saving • People expect more from you • Doing something will help you grow

Our promise YOU • New perspective on old problems • Teach you how the world is changing • Clear path how you can grow from it

We are confronted with the ﬁerce urgency of NOW. Martin Luther King Jr.

You only ﬁnd out who is swimming naked when the tide goes out. Warren Buffett

And “YOU” We mean: individual • business • non-profit

So much DISCUSS But for today, let’s focus on what groups can do.

Acta, NON VERBA

nancially. SOCIALLY.

Are you bringing A VOICE to solutions?

Are you empowering OTHERS to help the effort?

Go a break down THE OLD BARRIERS and silos.

Big words hurt my brain

Let’s break is DOWN

What can a oup DO?

Philanthropy Here’s an oversized check for that problem

Social RESPONSIBILITY We’ll do our work and use our resources in a way that helps solve that problem.

Cause Marke ng Let’s rally together to solve the problem. (Everyone pitch in!)

Advocacy IS IMPORTANT

Au n c y IS IMPORTANT

at sounds AWFULLY FAMILIAR

Today’s Big Idea: AUTHENTIC  ADVOCACY

Part 1: SOCIAL MEDIA PRIMER

Let’s start w THIS TECHNOLOGY STUFF

Technology IS THE ANSWER

Technology IS NOT THE ANSWER

Technology IS THE PLATFORM FOR CREATING THE ANSWERS

Technology HELPS CONNECT US ALL

STILL NO FLYING CARS

So now what?

Everyone has a voice

Rule live : STORY MATTERS

amples • Armano & Daniela • Mara Triangle  

http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html

http://darmano.typepad.com/daniela/

http://www.maratriangle.org/

Part 2: CAUSE MARKETING PRIMER

Market Secrets REVEALED

ere are no SECRETS

Just Do is • Create a great customer experience • Offer a fantastic product • Add value to people’s lives • Help them talk about it (and you)

Social Media = SCALABLE CONVERSATION

Media Usage • Facebook has more than 175 million active users.   - They spend more than 3 billion minutes there each day • One billion videos are watched on YouTube each day. • Flickr boasts 33 million users and more than 3 billion images. • Twitter is The Matrix and it’s rapidly expanding.

Rule live : STORY MATTERS

Cause Marke ng WHAT IS IT?

“ His ry” Cause Marke ng • 1983: American Express/Statue of Liberty • 1984: Ronald McDonald House • 1990: Komen Race for the Cure • 1994: MAC Viva Glam • 1997: Target Take Charge of Education  • 2004: Dove Campaign for Real Beauty • 2006: Product (RED) http://www.coneinc.com/research/archive.php

2008 Cone Cause Study • 89% say collaboration is necessary to solve pressing social and          environmental issues. • 79% are likely to switch brands based on cause involvement   • compared to 66% in 1993.    • 88% of 18-24-year-olds/Millennials http://www.coneinc.com/research/archive.php

Collab a on “LOOK AT WHAT WE DID!”

Win-Win-Win

Busine + Non-Pr s are collaborating to develop deeper  relationships and create lasting change.

Remember THESE? • Philanthropy • Social Responsibility • Cause Marketing

Busine Representa ves, PLUG YOUR EARS.

Non-Pr eers, PLUG YOUR EARS.

But what is ? REALLY.

Since When. . . DID “DO GOOD” NOT EQUAL “DO WELL”?

Crea ng AUTHENTIC ADVOCACY A Framework for Cause-Related Marketing

ese aren’t new CONCEPTS • Charity events (walks, -thons, dinners) • Bulletin boards and collection jars

We just have new wa DOING THEM • Twestival • ChipIn • Facebook Causes

Best Prac ces • Be Real • Be Passionate • Be Realistic • Be Transparent • Be Connected

Be Real • Authenticity = Trust • Find like-minded partners • Opportunism never goes unpunished

Be Pa ionate • Long-term commitment • Endure criticism and skepticism

Be Realis c • Not about “going viral” • Not everyone cares about you • But someone does • and they know others like them

Be Transparent • What do you get out of this? • What have you already done? • What do you plan to do in the future?

Be Connected • Use social media to expand and explode • Seek ideas & leadership from others

Best Prac ces • Be Real • Be Passionate • Be Realistic • Be Transparent • Be Connected

ponen al pansion AWARENESS

Crea ng Engagement COMMUNITY

Case Studies • Keep Indianapolis Beautiful • Starbucks • The Nature Conservancy • Share Our Strength

My Tree & Me KEEP INDIANAPOLIS BEAUTIFUL

Sta s cs • 1,750 trees named and registered • 4,938 unique visitors • 73,053 pageviews • 04:41 average length per session

http://www.v2v.net/starbucks

http://www.starbucks.com/sharedplanet/

Lauching March 5, 2009 - http://www.PledgeToEndHunger.com

A clear pa

5 in you can do now 1. Decide to be a leader 2. Build a soapbox 3. Share your story 4. Cultivate a community 5. Show the results

Dig al Blueprint • create an integrated outreach strategy • match technologies to your goals • build and engage your audience • drives our full-service creative solutions

Thank You for Attending! @mitchmaxson @scottyhendo http://www.mediasauce.com http://blog.mediasauce.com

Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

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