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Blog Indiana09
Blog Indiana09
Blog Indiana09
Blog Indiana09
Blog Indiana09
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Blog Indiana09

364

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Scott Henderson's presentation to the non-profit track of BlogIndiana 2009.

Scott Henderson's presentation to the non-profit track of BlogIndiana 2009.

Published in: Business, Spiritual
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Transcript

  • 1. A little about me
  • 2. It is wonderful to create. Akira Kurosawa
  • 3. A little about you
  • 4. What can you expect today?
  • 5. Framework
  • 6. Exploration
  • 7. Application
  • 8. Letʼs get started
  • 9. The Interconnected AGE
  • 10. 1 billion
  • 11. 1.5billion
  • 12. 3.3billion
  • 13. Easy-to-use tools
  • 14. Are you prepared for this reality?
  • 15. CAUSE MARKETING Revisited
  • 16. How are you bringing a voice?
  • 17. How are you empowering others?
  • 18. Philanthropy Here’s an oversized check for that problem
  • 19. Gotta break down the barriers and silos
  • 20. Best Practices be real be passionate be realistic be creative be connected
  • 21. Be Real > showcase the cause > opportunism never goes unpunished > transparency and accountability
  • 22. Be Passionate > really care about the cause > long-term commitment > endure the criticism & skeptics
  • 23. Be Realistic > not about “going viral” > not everyone cares > but someone does > and they know others
  • 24. Be Creative > stay away from “got milk?” > use the power of story > how can you stand out?
  • 25. Be Connected > use social media to expand > make it easy for me to share > seek out ideas and leadership
  • 26. Best Practices be real be passionate be realistic be creative be connected
  • 27. activity results
  • 28. define success
  • 29. ask the right questions
  • 30. primary objectives?
  • 31. secondary objectives?
  • 32. leading indicators?
  • 33. match the metrics
  • 34. views/visits comments submittals retweets members
  • 35. learn listen adapt
  • 36. no one has the corner on the market of good ideas
  • 37. Questions?
  • 38. CASE STUDIES LESSONS LEARNED
  • 39. Quaker Oats
  • 40. 1. Download Quaker mascot 2. Print it out 3. Take photo with Quaker mascot 4. Become Quaker Facebook Fan 5. Upload photo 6. Copy link 7. Comment on a blog with link 20 minutes
  • 41. Kraft http://www.sharealittlecomfort.com
  • 42. 5/19 5/27
  • 43. P&G Tide http://www.Tide.com/LoadsofHope
  • 44. Pledge to End Hunger http://www.pledgetoendhunger.com
  • 45. opportunity: SXSWi ʼ09
  • 46. primary objective: raise awareness
  • 47. secondary objective: raise funds
  • 48. key leaders: 2 co-chairs with 50+ champions
  • 49. compelling story: 1 of 6 kids hungry 1 click feeds 140 kids
  • 50. strategy: > main hub > sm outposts > easy call-to-action
  • 51. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  • 52. generating traffic: > HungerPledge champs > email sends > press releases
  • 53. Lessons Learned: 1. Leadership Matters 2. Sound the Bugle 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools
  • 54. Act I: Launch
  • 55. Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k
  • 56. First 48 hours: > 4,617 visits > 1,116 pledges > $2,781 donated
  • 57. First Week: > 8,635 visits > 2,176 pledges > $4,619 donated
  • 58. #' !" #!!" $!!!" $#!!" %!!!" %#!!" &!!!" ( )* +' " ( )* ,' " ( )* $$ " '( )* $& " '( )* $# " '( )* $+ " '- .* $, " '( )* %$ " '( )* %& " '( )* %# " '( )* " /01)2"345415" /01)2"6278975"
  • 59. Act II: SXSWi ʼ09
  • 60. 12for12k.org: $13k+ on 3/12
  • 61. Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos
  • 62. Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated
  • 63. #' ( !" #!!" $!!!" $#!!" %!!!" %#!!" )* &!!!" +' " ( )* ,' " ( )* $$ " '( )* $& " '( )* $# " '( )* $+ " '( )* $, " '( )* %$ " '( )* %& " '( )* %# " '( )* " -./)0"1232/3" -./)0"4056753"
  • 64. Act III: Charity Smackdown
  • 65. Third Week: > 1,649 visits > 493 pledges > $1,520 donated
  • 66. #' ( !" #!!" $!!!" $#!!" %!!!" %#!!" )* &!!!" +' " ( )* ,' " ( )* $$ " '( )* $& " '( )* $# " '( )* $+ " '( )* $, " '( )* %$ " '( )* %& " '( )* %# " '( )* " -./)0"1232/3" -./)0"4056753"
  • 67. Success
  • 68. Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated
  • 69. #!!!!" '&!!!" '%!!!" '$!!!" '#!!!" ,-.-/." '!!!!" 01)23)." &!!!" 4"5-6)7" %!!!" $!!!" #!!!" !" ())*"'" ())*"#" ())*"+"
  • 70. !!!" #$%" )*+,"-.,/0,1" &'($" 23.456,,7"-.,/0,1" 89:7,"-.,/0,1"
  • 71. !"#"$#% &#!!" &!!!" %#!!" %!!!" $#!!" ,-.-/." $!!!" #!!" !" $" %'" '(" (!" )&" $&)" $+#" %!+" %&$" %((" &*)" '$#" '&+" '*$" $$*" $*%" %#'" &!!" &%&" &'*" &)%" '+'" Top 10 Sources 2% of total 57% of traffic
  • 72. Top 10 Sources HungerPledge Champions - 1750* Kimball Enewsletter - 1699 Brogan Twitter - 1207* Mashable Twitter - 976 SXSW Twitterstream - 716 MediaSauce Staff - 651 Twitter Direct - 590 11Moms of Wal-Mart - 543 HungerPledge Twitter - 499 MediaSauce Enewsletter - 414 [Direct - 3106]
  • 73. Lessons Learned: 1. Leadership Matters 2. Sound the Bugle 3. Free Philanthropy Works 4. Embrace the Swarms 5. Live Interactions Amplify 6. Use the Right Tools
  • 74. The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place
  • 75. Questions?
  • 76. Letʼs stay connected: > @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > rallythecause.com

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