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CAUSEATTENTION <br />USING SOCIAL MEDIA TO IDENTIFY, INFLUENCE AND ENGAGE<br />SEEMA BHENDE @seemabhende<br />SUZANNE ZURN...
HOW DID THEY DO THAT?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
HOW CAN I GET THOSE RESULTS?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
Key Principles <br />TO DRIVE INFLUENCE & ENGAGEMENT<br />IDENTIFY<br />2.  INFLUENCE<br />3.  ENGAGE<br />4.  MEASURE<br ...
IDENTIFY<br />WALK IN YOUR AUDIENCES’ SHOES<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
“You never really know a man until you stand in his shoes and walk around in them.” -Harper Lee<br />© 2011 Waggener Edstr...
KNOWLEDGEIS POWER<br />• Research the cause marketplace, trends and influentials<br />• Identify target audience<br />• Un...
INFLUENCE<br />CREATE A CIRCLE OF INFLUENCE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
INFLUENCE IS CURRENCY<br />
 INTERNALLY<br />EXTERNALLY<br />UNDERSTANDwho your <br />influencers are to amplify <br />your efforts<br />ALIGNcampaign...
ENGAGE<br />PUT ON YOUR LISTENING CAP<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
DON’T JUST TALK – LISTEN!<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
KEY PRINCIPLES TO ENGAGING AUDIENCES        VIA SOCIAL MEDIA<br />Use a variety of content channels: Blogs, Twitter, Faceb...
ENGAGE<br />
ENGAGE<br />
ENGAGE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
ENGAGE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
MEASURE<br />CONTENT IS KING BUT METRICS MAKE HIM POWERFUL<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved...
MEASUREMENT IS PROOF<br />
MONITORING SOCIAL MEDIA  IMPACT IS CRITICAL TO SHOW  SUCCESS<br /><ul><li>Monitor at each stage
Listen and adapt campaign
Get input from influencers</li></ul>MEASURE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
MEASURE<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
???<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
CONSTRUCT<br />BUILD A SOLID FOUNDATION<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
FORTIFY YOUR COMMUNICATIONS ARCHITECTURE<br />
THE CENTRAL NERVOUS SYSTEM OF YOUR DIGITAL STRATEGY<br />BUSINESS PROBLEM/<br />OPPORTUNITY<br />AUDIENCE DISCOVERY<br />C...
CENTER OF EXCELLENCE MODEL<br />CONSTRUCT<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
CAUSE ATTENTION<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
RECAP KEY PRINCIPLES<br />IDENTIFY<br />2.  INFLUENCE<br />3.  ENGAGE<br />4.  MEASURE<br />5.  CONSTRUCT<br />© 2011 Wagg...
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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.

Published in: Business, Technology

Transcript of "Cause Marketing Forum 2011"

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