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Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
Cause Marketing Forum 2011
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Cause Marketing Forum 2011

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Seema Bhende and Suzanne Zurn's presentation from the 2011 Cause Marketing Forum.

Seema Bhende and Suzanne Zurn's presentation from the 2011 Cause Marketing Forum.

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  • 1. CAUSEATTENTION <br />USING SOCIAL MEDIA TO IDENTIFY, INFLUENCE AND ENGAGE<br />SEEMA BHENDE @seemabhende<br />SUZANNE ZURN @suzzurn<br />June 2, 2011<br />
  • 2. HOW DID THEY DO THAT?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 3. HOW CAN I GET THOSE RESULTS?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 4. Key Principles <br />TO DRIVE INFLUENCE &amp; ENGAGEMENT<br />IDENTIFY<br />2. INFLUENCE<br />3. ENGAGE<br />4. MEASURE<br />5. ??? <br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 5. IDENTIFY<br />WALK IN YOUR AUDIENCES’ SHOES<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 6. “You never really know a man until you stand in his shoes and walk around in them.” -Harper Lee<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 7. KNOWLEDGEIS POWER<br />• Research the cause marketplace, trends and influentials<br />• Identify target audience<br />• Understand where your audience is online and its communication preferences<br />IDENTIFY<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 8. INFLUENCE<br />CREATE A CIRCLE OF INFLUENCE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 9. INFLUENCE IS CURRENCY<br />
  • 10. INTERNALLY<br />EXTERNALLY<br />UNDERSTANDwho your <br />influencers are to amplify <br />your efforts<br />ALIGNcampaigns across <br />the organization <br />JEFF SCHWARTZ<br />CEO, Timberland<br />Executive Spokesperson<br />TWITTER PARTY<br />Mom it Forward<br />#gno<br />INFLUENCE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 11. ENGAGE<br />PUT ON YOUR LISTENING CAP<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 12. DON’T JUST TALK – LISTEN!<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 13. KEY PRINCIPLES TO ENGAGING AUDIENCES VIA SOCIAL MEDIA<br />Use a variety of content channels: Blogs, Twitter, Facebook, News Stream, Website, Mobile, Worth of Mouth<br />Use multiple content types to promote your cause campaign: Text, Video/Animation. Photos/Graphics, Infographics, Interactive, Paid Advertising<br />Create a clear call to action: Easy to get involved, Mobile, Shareable, Memorable, Merge online and offline activities<br />Create an effective two-way dialogue: Talk, Listen, Encourage Interaction, Share, Embrace and plan for criticism, Course correct as needed<br />ENGAGE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 14. ENGAGE<br />
  • 15. ENGAGE<br />
  • 16. ENGAGE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 17. ENGAGE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 18. MEASURE<br />CONTENT IS KING BUT METRICS MAKE HIM POWERFUL<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 19. MEASUREMENT IS PROOF<br />
  • 20. MONITORING SOCIAL MEDIA IMPACT IS CRITICAL TO SHOW SUCCESS<br /><ul><li>Monitor at each stage
  • 21. Listen and adapt campaign
  • 22. Get input from influencers</li></ul>MEASURE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 23. MEASURE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 24. ???<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 25. CONSTRUCT<br />BUILD A SOLID FOUNDATION<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 26. FORTIFY YOUR COMMUNICATIONS ARCHITECTURE<br />
  • 27. THE CENTRAL NERVOUS SYSTEM OF YOUR DIGITAL STRATEGY<br />BUSINESS PROBLEM/<br />OPPORTUNITY<br />AUDIENCE DISCOVERY<br />CONSTRUCT<br />MEASURE<br />STRATEGY<br />EXECUTE<br />PRODUCE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 28. CENTER OF EXCELLENCE MODEL<br />CONSTRUCT<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 29. CAUSE ATTENTION<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 30. RECAP KEY PRINCIPLES<br />IDENTIFY<br />2. INFLUENCE<br />3. ENGAGE<br />4. MEASURE<br />5. CONSTRUCT<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
  • 31. SEEMA BHENDE<br />Senior Director, WE Social Innovation Practice, <br />Seattle, WA<br />Phone: +1 425 638 7079 <br />Email: sbhende@waggeneredstrom.com<br />Twitter: @seemabhende<br />SUZANNE ZURN<br />Vice President, WE Studio D, <br />Washington, DC<br />Phone: +1 202 261 7807<br />Email: szurn@waggeneredstrom.com<br />Twitter: @suzzurn<br />
  • 32. THANK YOU<br />

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