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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    Cause Marketing Forum 2011 Cause Marketing Forum 2011 Presentation Transcript

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