A little about me

It is wonderful to create.
Akira Kurosawa

A little about you

What can you
expect today?

Framework

Exploration

Application

Letʼs get started

The
Interconnected AGE

1 billion

1.5billion

3.3billion

Easy-to-use
tools

Are you
prepared for
this reality?

CAUSE
MARKETING
Revisited

How are you
bringing a voice?

How are you
empowering
others?

Philanthropy
Here’s an oversized
check for that problem

Gotta break
down the
barriers and silos

Best Practices
be real
be passionate
be realistic
be creative
be connected

Be Real
> showcase the cause
> opportunism never goes unpunished
> transparency and accountability

Be Passionate
> really care about the cause
> long-term commitment
> endure the criticism & skeptics

Be Realistic
> not about “going viral”
> not everyone cares
> but someone does
> and they know others

Be Creative
> stay away from “got milk?”
> use the power of story
> how can you stand out?

Be Connected
> use social media to expand
> make it easy for me to share
> seek out ideas and leadership

Best Practices
be real
be passionate
be realistic
be creative
be connected

activity
results

define success

ask the right
questions

primary
objectives?

secondary
objectives?

leading
indicators?

match the
metrics

views/visits
comments
submittals
retweets
members

learn listen adapt

no one has the
corner on the
market of
good ideas

Questions?

CASE
STUDIES LESSONS LEARNED

Quaker Oats

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

Kraft
http://www.sharealittlecomfort.com

5/19 5/27

P&G Tide
http://www.Tide.com/LoadsofHope

Pledge to End
Hunger
http://www.pledgetoendhunger.com

opportunity:
SXSWi ʼ09

primary
objective:
raise awareness

secondary
objective:
raise funds

key leaders:
2 co-chairs with
50+ champions

compelling
story:
1 of 6 kids hungry
1 click feeds 140 kids

strategy:
> main hub
> sm outposts
> easy call-to-action

easy to share:
> widget
> avatar
> badges
> Twitter acct & hashtag
> Facebook cause

generating
traffic:
> HungerPledge champs
> email sends
> press releases

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

Act I:
Launch

Email Sends:
> Kimball - 13k
> Kompolt - 27k
> MediaSauce - 4k
> Share Our Strength - 30k
> Second Helpings - 3k
> Capital Area Food Bank - 3k

First 48 hours:
> 4,617 visits
> 1,116 pledges
> $2,781 donated

First Week:
> 8,635 visits
> 2,176 pledges
> $4,619 donated

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Act II:
SXSWi ʼ09

12for12k.org:
$13k+ on 3/12

Highlights:
> Offline-to-Online
> High-value convos
> Podium mentions
> Low-tech promos

Second Week:
> 7,628 visits
> 2,030 pledges
> $17,370 donated

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Act III:
Charity
Smackdown

Third Week:
> 1,649 visits
> 493 pledges
> $1,520 donated

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Success

Three Weeks:
> 4,699 pledges
> 17,912 visits
> $23,509 donated

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Top 10 Sources
2% of total
57% of traffic

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]

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

The Story:
> Michele Helsel
> Email and Phone
> 24, 157, 344
> Missouri in 2nd Place

Questions?

Letʼs stay connected:
> @scottyhendo
> scott.henderson@mediasauce.com
> 317.218.0488
> rallythecause.com