Cause Marketing - CrossLink Meetup Overview

Cause Marketing for Social BrandsCrossLink, 6/7/11Michael Fasciano, Digital StrategistTwitter: @Fasciano

Purpose•  First off, WELCOME to CrossLink!•  This presentation aims to provide a brief OVERVIEW on trends, examples, and best practices for cause marketing.•  The END GOAL is to provide insights that spark GROUP DISCUSSION. So please think about questions and comments that you d like to raise during the Q&A! 2

Cause Marketing Agenda•  The opportunity•  Strategic considerations•  Best in class examples•  Partners who can help•  Group discussion 3

THE OPPORTUNITY 4

What is Cause Marketing?! Hrmmmm....•  A literal definition might look something like one of the following:“Cause Marketing is a relationship that bridges commerce and cause inways that benefits both parties.”– Alden Keene 5

Less literally, it’s TURNING HEADS because it’s INHERENTLY SOCIAL 6

Practically speaking, it’s simply CO-BRANDING 7

A NEW FLAVOR that incorporates consumer participation 8

SOCIAL BRANDS have new marketing needsCause marketing programs offer:•  Positive PERCEPTION and REPUTATION•  Loyal, engaged COMMUNITIES•  CONTENT for broader distribution and sharing•  An on-going brand story to PUBLISH and SHARE 9

Causes are becoming a big part of the marketing toolkitCause-related sponsorship SPENDING is up to $1.7 BILLION and GROWING 5% per year(IEG, Spnsorship Report, 1/4/11) Consumers are increasingly responsive to causes Cause association impacts purchase decisions 10

STRATEGIC CONSIDERATIONS 11

Key planning challenge: Managing a diverse group of stakeholders andparticipants BRANDS: Seeking to support positive brand perception Developing owned and earned media communications drive community, content and sharing CAUSES: Recruiting support in the form of advocacy and volunteerism Courting financial donations to exist sustainably CONSUMERS: More conscious than ever about the impact of purchase decisions Looking to participate in programs that they can believe in and share with friends Want to feel good about spending money 12

Best in-class examples 13

Complete the action to benefit a cause 14

Join the conversation to support the causeNestle s Charity Partner: Dress For Success Engagement: Send a note of encouragement and Coffee-Mate will donate $2 to Dress for Success Dress for Success is a non-profit organization that provides interview suits, confidence boosts, and career development to low-income women around the world. 15

Cause-based content program sparks branded advocacy 16

Fan benchmarks trigger cause donationsMTV s Charity Partner: Opportunitas Aequa Engagement: First, watch a video and answer a question about the MTV show The Buried Life (shown below). After completing that portion, MTV let people know how they can help children in war-affected Uganda. 17

Community helps SELECT the cause 18

Community helps DEVELOP the cause 19

Starbucks: Even small donations can drive scaled response  Project Goal: Use social promoAons to aBract more in-‐store drink purchases.   Approach: Use paid social ads on Facebook to invite purchases of Starbucks drinks on World AIDS Day. Facebook event ads invite users to visit Starbucks on World AIDS day, during which each drink purchased will trigger a 5 cent donaAon to the Global Fund for ﬁghAng AIDS in Africa   Outcome: –  Almost 200k users stated that they planned to purchase a drink in Starbucks to support the Global Fund

The product is inspired by the cause 21

The business is based on social impact 22

Best practices•  Keep it simple•  Incent social actions•  Offer multiple ways in for participation, across a spectrum of behaviors•  Maintain frequent updates as the story unfolds•  Spark network effect to drive organic exposure•  Account for platform-based challenges•  Target the right audience•  Leverage existing audiences•  Social media is not FREE media 23

Partners who can help Media Partners Custom Development Mobile Apps Find Green 24

Innovators entering the cause space•  NEXT MEETUP: Innovating Change: Cause-Minded Startups•  WHEN: Thursday, June 16 @ 7pm•  WHAT: Panel discussion with leading cause entrepreneurs will be led by Nick Chirls, co-founder of Two-Seed 25

Thank You 26

‘Los Medicos’ Screening 27

Group Discussion 28

Appendix 29

Common cause marketing relationships between the stakeholders•  Research and planning help determine how to minimize friction among program stakeholders•  For different products and communications, one profile may be more appropriate or acceptable than another •  (ie. Water vs. Chocolate vs. banking vs. childrens products)•  Most cause marketing must account for the consumer s interests first and foremost 30

Buy the product so you can support a cause! 31

Brand identity is reinforced around cause and community 32

Drive foot traffic to stores via eventsMacy s Charity Partner: Make-‐A-‐Wish Engagement: Tell everyone in your social networks what is at the top of your holiday Wish List. Macy s also encouraged everyone to bring a leBer to Santa into any of their stores, and they would donate $1 for each leBer received. 33

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Cause Marketing - CrossLink Meetup Overview

by Michael Fasciano on Jul 07, 2011

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