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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 b...
Cause Marketing Agenda•  The opportunity•  Strategic considerations•  Best in class examples•  Partners who can help•  Gro...
THE OPPORTUNITY                  4
What is Cause Marketing?! Hrmmmm....•  A literal definition might look something like one of the following:“Cause Marketin...
Less literally, it’s TURNING HEADS because it’s INHERENTLY SOCIAL                                                         ...
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, engage...
Causes are becoming a big part of the marketing toolkitCause-related sponsorship SPENDING is up to $1.7 BILLION and GROWIN...
STRATEGIC CONSIDERATIONS                           11
Key planning challenge: Managing a diverse group of stakeholders andparticipants                     BRANDS:              ...
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	                          ...
Cause-based content program sparks branded advocacy                                                      16
Fan benchmarks trigger cause donationsMTV s	  Charity	  Partner:	  Opportunitas	  Aequa	                                  ...
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	  ...
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 b...
Partners who can help                          Media Partners                        Custom Development                   ...
Innovators entering the cause space•  NEXT MEETUP:      Innovating Change: Cause-Minded Startups•  WHEN: Thursday, June 16...
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 fri...
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	                                     ...
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Cause Marketing - CrossLink Meetup Overview

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This Cause Marketing presentation provides an overview, best examples and strategic recommendations.

It was written for Frontrunner's 'Cross Link' meetup in TriBeCa NYC.

Join CrossLink at www.meetup.com/crosslink

Find Frontrunner on Facebook!

Published in: Business, News & Politics
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Transcript of "Cause Marketing - CrossLink Meetup Overview"

  1. 1. Cause Marketing for Social BrandsCrossLink, 6/7/11Michael Fasciano, Digital StrategistTwitter: @Fasciano
  2. 2. 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
  3. 3. Cause Marketing Agenda•  The opportunity•  Strategic considerations•  Best in class examples•  Partners who can help•  Group discussion 3
  4. 4. THE OPPORTUNITY 4
  5. 5. 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
  6. 6. Less literally, it’s TURNING HEADS because it’s INHERENTLY SOCIAL 6
  7. 7. Practically speaking, it’s simply CO-BRANDING 7
  8. 8. A NEW FLAVOR that incorporates consumer participation 8
  9. 9. 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
  10. 10. 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
  11. 11. STRATEGIC CONSIDERATIONS 11
  12. 12. 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
  13. 13. Best in-class examples 13
  14. 14. Complete the action to benefit a cause 14
  15. 15. 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
  16. 16. Cause-based content program sparks branded advocacy 16
  17. 17. 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
  18. 18. Community helps SELECT the cause 18
  19. 19. Community helps DEVELOP the cause 19
  20. 20. 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  
  21. 21. The product is inspired by the cause 21
  22. 22. The business is based on social impact 22
  23. 23. 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
  24. 24. Partners who can help Media Partners Custom Development Mobile Apps Find Green 24
  25. 25. 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
  26. 26. Thank You 26
  27. 27. ‘Los Medicos’ Screening 27
  28. 28. Group Discussion 28
  29. 29. Appendix 29
  30. 30. 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
  31. 31. Buy the product so you can support a cause! 31
  32. 32. Brand identity is reinforced around cause and community 32
  33. 33. 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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