Social Media for Cause Marketers - CMF 2009 Workshop
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Social Media for Cause Marketers - CMF 2009 Workshop

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Scott Henderson, cause marketing director at MediaSauce, conducted a half-day workshop entitled "Social Media for Cause Marketers" at the Cause Marketing Forum 2009 on May 27 in Chicago, Illinois. ...

Scott Henderson, cause marketing director at MediaSauce, conducted a half-day workshop entitled "Social Media for Cause Marketers" at the Cause Marketing Forum 2009 on May 27 in Chicago, Illinois. This deck is what Scott presented and represents the majority of the slides. The entire deck (including those from the four workshop sponsors) can be found via www.causemarketingforum.com

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    Social Media for Cause Marketers - CMF 2009 Workshop Social Media for Cause Marketers - CMF 2009 Workshop Presentation Transcript

    • 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?
    • The SOCIAL MEDIA Primer
    • Technology is only as good as the people it connects
    • Static content >> Dynamic flow
    • Push out >> Pull in
    • Destination >> Presence
    • Five Main Tools Blogs YouTube Flickr Facebook Twitter
    • Four Key Tactics - be real - stand out - involve - interact
    • Blogs http://beth.typepad.com/ beths_blog/
    • create conversations
    • Flickr
    • share images
    • 33 million users 3 billion images
    • YouTube
    • share videos
    • 1 billion videos viewed per day
    • Facebook
    • stay socially connected
    • 200 million registered users
    • 3 billion minutes spent per day
    • Fan Pages
    • Fan Pages (cont.)
    • Events
    • Causes
    • Twitter
    • real-time sharing
    • 7 million daily visitors
    • 3 million 35-49 years old
    • Four Key Tactics - be real - stand out - involve - interact
    • Bring these to your online presence
    • Questions?
    • 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
    • awareness connections influence transactions engagement
    • 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
    • Pedigree http://www.pedigree.com/ 03Adoption/default.aspx
    • 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
    • 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
    • #' !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; ( )* +' quot; ( )* ,' quot; ( )* $$ quot; '( ) $& *quot; '( )* $# quot; '( )* $+ quot; '- .* $, quot; '( ) %$ *quot; '( )* %& quot; '( )* %# quot; '( )* quot; /01)2quot;345415quot; /01)2quot;6278975quot;
    • Act II: SXSWi ʼ09
    • 12for12k.org: $13k+ on 3/12
    • Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos
    • Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated
    • #' ( !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; )* +' quot; ( )* ,' quot; ( )* $$ quot; '( )* $& quot; '( )* $# quot; '( )* $+ quot; '( )* $, quot; '( ) %$ *quot; '( ) %& *quot; '( )* %# quot; '( )* quot; -./)0quot;1232/3quot; -./)0quot;4056753quot;
    • Act III: Charity Smackdown
    • Third Week: > 1,649 visits > 493 pledges > $1,520 donated
    • #' ( !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; )* +' quot; ( )* ,' quot; ( )* $$ quot; '( )* $& quot; '( )* $# quot; '( )* $+ quot; '( )* $, quot; '( ) %$ *quot; '( ) %& *quot; '( )* %# quot; '( )* quot; -./)0quot;1232/3quot; -./)0quot;4056753quot;
    • So did we win?
    • Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated
    • #!!!!quot; '&!!!quot; '%!!!quot; '$!!!quot; '#!!!quot; ,-.-/.quot; '!!!!quot; 01)23).quot; &!!!quot; 4quot;5-6)7quot; %!!!quot; $!!!quot; #!!!quot; !quot; ())*quot;'quot; ())*quot;#quot; ())*quot;+quot;
    • !!!quot; #$%quot; )*+,quot;-.,/0,1quot; &'($quot; 23.456,,7quot;-.,/0,1quot; 89:7,quot;-.,/0,1quot;
    • !quot;#quot;$#% &#!!quot; &!!!quot; %#!!quot; %!!!quot; $#!!quot; ,-.-/.quot; $!!!quot; #!!quot; !quot; $quot; %'quot; '(quot; (!quot; )" $&)quot; $+#quot; %!+quot; %&$quot; %((quot; &*)quot; '$#quot; '&+quot; '*$quot; $$*quot; $*%quot; %#'quot; &!!quot; &%" &'*quot; &)%quot; '+'quot; 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: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals
    • The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place
    • Questions?
    • YOUR TURN BRING IT ALL TOGETHER
    • LET’S STAY CONNECTED > @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > blog.mediasauce.com