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
    USING SOCIAL MEDIA TO IDENTIFY, INFLUENCE AND ENGAGE
    SEEMA BHENDE @seemabhende
    SUZANNE ZURN @suzzurn
    June 2, 2011
  • 2. HOW DID THEY DO THAT?
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 3. HOW CAN I GET THOSE RESULTS?
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 4. Key Principles
    TO DRIVE INFLUENCE & ENGAGEMENT
    IDENTIFY
    2. INFLUENCE
    3. ENGAGE
    4. MEASURE
    5. ???
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 5. IDENTIFY
    WALK IN YOUR AUDIENCES’ SHOES
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 6. “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.
  • 7. 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.
  • 8. INFLUENCE
    CREATE A CIRCLE OF INFLUENCE
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 9. INFLUENCE IS CURRENCY
  • 10. 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.
  • 11. ENGAGE
    PUT ON YOUR LISTENING CAP
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 12. DON’T JUST TALK – LISTEN!
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 13. 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.
  • 14. ENGAGE
  • 15. ENGAGE
  • 16. ENGAGE
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 17. ENGAGE
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 18. MEASURE
    CONTENT IS KING BUT METRICS MAKE HIM POWERFUL
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 19. MEASUREMENT IS PROOF
  • 20. MONITORING SOCIAL MEDIA IMPACT IS CRITICAL TO SHOW SUCCESS
    • Monitor at each stage
    • 21. Listen and adapt campaign
    • 22. Get input from influencers
    MEASURE
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 23. MEASURE
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 24. ???
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 25. CONSTRUCT
    BUILD A SOLID FOUNDATION
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 26. FORTIFY YOUR COMMUNICATIONS ARCHITECTURE
  • 27. 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.
  • 28. CENTER OF EXCELLENCE MODEL
    CONSTRUCT
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 29. CAUSE ATTENTION
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 30. RECAP KEY PRINCIPLES
    IDENTIFY
    2. INFLUENCE
    3. ENGAGE
    4. MEASURE
    5. CONSTRUCT
    © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 31. 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
  • 32. THANK YOU