The Good, The Bad and The Ugly of Cause Marketing

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As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.

As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.

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  • 1. Social Media’s Duel Edged Sword:The Good, The Bad and the Ugly
    Presented to the Cause Marketing Forum
    on February 15, 2011
  • 2. About Geoff
    February 15, 2011
    Social Media, a Duel Edged Sword
    2
  • 3. Why a Duel Edged Sword?
    Affiliating with causes has never been easier
    $
    Citizens can not only participate, but they can provide feedback
    Requires a deeper level of authenticity in CSR
    February 15, 2011
    Social Media, a Duel Edged Sword
    3
    Image by Guitarwarlord
  • 4. Examples: The Good (AMEX)
    February 15, 2011
    Social Media, a Duel Edged Sword
    4
  • 5. AMEX: Post Mortem
    Good: Integrated media relations, influencers online to drive traffic
    Good: Strong use of Facebook application. Used Twitter, etc. to drive to application.
    Good: Call to action: Like = dollars
    Good: Call to action: Sign up, spend, get a discount
    Good: Used Wall to share small business stories, encourage engagement.
    Bad: Moment in time, has not sustained.
    Bad: Not enough traffic driving back to AMEX site.
    February 15, 2011
    Social Media, a Duel Edged Sword
    5
  • 6. Examples: The Bad (Groupon)
    February 15, 2011
    Social Media, a Duel Edged Sword
    6
  • 7. Groupon: Post Mortem
    Bad: Calls to action to help charities were not obvious.
    Bad: Web site for people to participate and donate was never highlighted on the ads!!!
    Bad: Blogosphere blew up, Groupon did not address concerns, instead justified on their blog
    Bad: Groupon did not engage bloggers directly, disregarded feedback
    Bad: Groupon didn’t message effectively on social channels
    February 15, 2011
    Social Media, a Duel Edged Sword
    7
  • 8. Examples: The Ugly (Komen/KFC)
    February 15, 2011
    Social Media, a Duel Edged Sword
    8
  • 9. KFC/Komen: Post Mortem
    Bad: Komen web site contradicted the campaign with its research
    Bad: No social media component, but… social media ended up being a key medium.
    Good: Blogosphere blew up, KFC engaged directly
    Bad: Komen ignored it
    February 15, 2011
    Social Media, a Duel Edged Sword
    9
  • 10. Dos and Don’ts from the Good, the Bad and the Ugly
    Do: Use Facebook, Twitter as direct channels to enage, drive traffic to cause marketing site.
    Do: Expect online engagement. Use social media tools to empower people to participate in the cause activity.
    Do: Have a socially enabled web site that explains the action (authenticity), even if SM has small role in promo. Consumers do not distinguish.
    Don’t: Ignore bloggers and criticism. Address it, lest it escalate. Plus necessary for search.
    Don’t: Let Facebook own your traffic.
    February 15, 2011
    Social Media, a Duel Edged Sword
    10
  • 11. The Current State of Authenticity
    February 15, 2011
    Social Media, a Duel Edged Sword
    11
  • 12. Infusing Authenticity to Reflect Culture
    February 15, 2011
    Social Media, a Duel Edged Sword
    12
  • 13. Authenticity Example: Haagen-Dazs
    February 15, 2011
    Social Media, a Duel Edged Sword
    13
  • 14. Dos and Don’ts from Make a Bee
    Do: Have your own site to drive traffic to from Twitter, Facebook, traditional comms
    Do: Use SM to empower people to participate as individuals: Make and send a bee
    Do: Explain your company’s interest in the cause
    Don’t: Forget to integrate Twitter and Facebook into your site, so outbound sharing can happen
    February 15, 2011
    Social Media, a Duel Edged Sword
    14
  • 15. The Importance of Tying Back to Culture
    February 15, 2011
    Social Media, a Duel Edged Sword
    15
  • 16. Ripples of Kindness
    February 15, 2011
    Social Media, a Duel Edged Sword
    16
  • 17. Dos and Don’ts from Ripples of Kindness
    Do: Use influencers to seed the campaign ideas (400 people, $100)
    Do: Give people a way to sound off, participate
    Do: Explain your purpose (Could have tied better to the mission)
    Do: Integrate Facebook and Twitter outbound promo, even if you are Yahoo!
    Don’t: Forget to integrate traditional comms! It works better if you do.
    February 15, 2011
    Social Media, a Duel Edged Sword
    17
  • 18. Pepsi Refresh: The Good, The Bad and The Ugly
    February 15, 2011
    Social Media, a Duel Edged Sword
    18
  • 19. The Good
    February 15, 2011
    Social Media, a Duel Edged Sword
    19
  • 20. The Bad
    February 15, 2011
    Social Media, a Duel Edged Sword
    20
  • 21. The Ugly
    February 15, 2011
    Social Media, a Duel Edged Sword
    21
  • 22. Do’s and Don’ts from Pepsi Refresh
    Do: Empower people to act on behalf of the cause on your own site
    Do: Integrate traditional PR and marketing into online influencer programs
    Do: Use Facebook and Twitter as primary inbound/outbound channels
    Do: Address criticism head on
    Do: Acknowledge wrongs, change and evolve
    Don’t: Over focus on the company promo.
    Don’t: Fail to clearly state the cause. In this case, no specific causes, so theory of change?
    February 15, 2011
    Social Media, a Duel Edged Sword
    22
  • 23. Summary Points
    Civic media is the great opportunity to embrace customer voices
    It can also turn on us
    To avoid worst case scenarios, cause marketing campaigns need better engineering
    Authenticity mapping to corp. culture, ethos
    Use the tools to connect dots for stakeholders
    Have your own site, use Facebook Twitter for In AND Outbound
    Empower stakeholders to participate, embrace and own your story
    Be prepared for the ugly, and evolve (two way dialogue)
    February 15, 2011
    Social Media, a Duel Edged Sword
    23
  • 24. Questions?
    February 15, 2011
    Social Media, a Duel Edged Sword
    24