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Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
Social Media for Cause Marketers - CMF 2009 Workshop
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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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. The SOCIAL MEDIA Primer
  16. Technology is only as good as the people it connects
  17. Static content >> Dynamic flow
  18. Push out >> Pull in
  19. Destination >> Presence
  20. Five Main Tools Blogs YouTube Flickr Facebook Twitter
  21. Four Key Tactics - be real - stand out - involve - interact
  22. Blogs http://beth.typepad.com/ beths_blog/
  23. create conversations
  24. Flickr
  25. share images
  26. 33 million users 3 billion images
  27. YouTube
  28. share videos
  29. 1 billion videos viewed per day
  30. Facebook
  31. stay socially connected
  32. 200 million registered users
  33. 3 billion minutes spent per day
  34. Fan Pages
  35. Fan Pages (cont.)
  36. Events
  37. Causes
  38. Twitter
  39. real-time sharing
  40. 7 million daily visitors
  41. 3 million 35-49 years old
  42. Four Key Tactics - be real - stand out - involve - interact
  43. Bring these to your online presence
  44. Questions?
  45. CAUSE MARKETING Revisited
  46. How are you bringing a voice?
  47. How are you empowering others?
  48. Philanthropy Here’s an oversized check for that problem
  49. Gotta break down the barriers and silos
  50. Best Practices be real be passionate be realistic be creative be connected
  51. Be Real > showcase the cause > opportunism never goes unpunished > transparency and accountability
  52. Be Passionate > really care about the cause > long-term commitment > endure the criticism & skeptics
  53. Be Realistic > not about “going viral” > not everyone cares > but someone does > and they know others
  54. Be Creative > stay away from “got milk?” > use the power of story > how can you stand out?
  55. Be Connected > use social media to expand > make it easy for me to share > seek out ideas and leadership
  56. Best Practices be real be passionate be realistic be creative be connected
  57. activity results
  58. define success
  59. awareness connections influence transactions engagement
  60. ask the right questions
  61. primary objectives?
  62. secondary objectives?
  63. leading indicators?
  64. match the metrics
  65. views/visits comments submittals retweets members
  66. learn listen adapt
  67. no one has the corner on the market of good ideas
  68. Questions?
  69. CASE STUDIES LESSONS LEARNED
  70. Quaker Oats
  71. 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
  72. Kraft http://www.sharealittlecomfort.com
  73. 5/19 5/27
  74. P&G Tide http://www.Tide.com/LoadsofHope
  75. Pedigree http://www.pedigree.com/ 03Adoption/default.aspx
  76. Pledge to End Hunger http://www.pledgetoendhunger.com
  77. opportunity: SXSWi ʼ09
  78. primary objective: raise awareness
  79. secondary objective: raise funds
  80. key leaders: 2 co-chairs with 50+ champions
  81. compelling story: 1 of 6 kids hungry 1 click feeds 140 kids
  82. strategy: > main hub > sm outposts > easy call-to-action
  83. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  84. generating traffic: > HungerPledge champs > email sends > press releases
  85. Act I: Launch
  86. Email Sends: > Kimball - 13k > Kompolt - 27k > MediaSauce - 4k > Share Our Strength - 30k > Second Helpings - 3k > Capital Area Food Bank - 3k
  87. First 48 hours: > 4,617 visits > 1,116 pledges > $2,781 donated
  88. First Week: > 8,635 visits > 2,176 pledges > $4,619 donated
  89. #' !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; ( )* +' quot; ( )* ,' quot; ( )* $$ quot; '( ) $& *quot; '( )* $# quot; '( )* $+ quot; '- .* $, quot; '( ) %$ *quot; '( )* %& quot; '( )* %# quot; '( )* quot; /01)2quot;345415quot; /01)2quot;6278975quot;
  90. Act II: SXSWi ʼ09
  91. 12for12k.org: $13k+ on 3/12
  92. Highlights: > Offline-to-Online > High-value convos > Podium mentions > Low-tech promos
  93. Second Week: > 7,628 visits > 2,030 pledges > $17,370 donated
  94. #' ( !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; )* +' quot; ( )* ,' quot; ( )* $$ quot; '( )* $& quot; '( )* $# quot; '( )* $+ quot; '( )* $, quot; '( ) %$ *quot; '( ) %& *quot; '( )* %# quot; '( )* quot; -./)0quot;1232/3quot; -./)0quot;4056753quot;
  95. Act III: Charity Smackdown
  96. Third Week: > 1,649 visits > 493 pledges > $1,520 donated
  97. #' ( !quot; #!!quot; $!!!quot; $#!!quot; %!!!quot; %#!!quot; &!!!quot; )* +' quot; ( )* ,' quot; ( )* $$ quot; '( )* $& quot; '( )* $# quot; '( )* $+ quot; '( )* $, quot; '( ) %$ *quot; '( ) %& *quot; '( )* %# quot; '( )* quot; -./)0quot;1232/3quot; -./)0quot;4056753quot;
  98. So did we win?
  99. Three Weeks: > 4,699 pledges > 17,912 visits > $23,509 donated
  100. #!!!!quot; '&!!!quot; '%!!!quot; '$!!!quot; '#!!!quot; ,-.-/.quot; '!!!!quot; 01)23).quot; &!!!quot; 4quot;5-6)7quot; %!!!quot; $!!!quot; #!!!quot; !quot; ())*quot;'quot; ())*quot;#quot; ())*quot;+quot;
  101. !!!quot; #$%quot; )*+,quot;-.,/0,1quot; &'($quot; 23.456,,7quot;-.,/0,1quot; 89:7,quot;-.,/0,1quot;
  102. !quot;#quot;$#% &#!!quot; &!!!quot; %#!!quot; %!!!quot; $#!!quot; ,-.-/.quot; $!!!quot; #!!quot; !quot; $quot; %'quot; '(quot; (!quot; )" $&)quot; $+#quot; %!+quot; %&$quot; %((quot; &*)quot; '$#quot; '&+quot; '*$quot; $$*quot; $*%quot; %#'quot; &!!quot; &%" &'*quot; &)%quot; '+'quot; Top 10 Sources 2% of total 57% of traffic
  103. 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]
  104. Lessons Learned: > Non-Flash mobile version > Respect the email > Better Use of Facebook > Only So Many New Goals
  105. The Story: > Michele Helsel > Email and Phone > 24, 157, 344 > Missouri in 2nd Place
  106. Questions?
  107. YOUR TURN BRING IT ALL TOGETHER
  108. LET’S STAY CONNECTED > @scottyhendo > scott.henderson@mediasauce.com > 317.218.0488 > blog.mediasauce.com

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