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Ryan Scott
 

Ryan Scott

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    Ryan Scott Ryan Scott Presentation Transcript

    •  
    • Why Cause Marketing?
        • 41% of consumers list social purchase as deciding factor when two items are similar
        • 65% of companies have seen positive PR from increased CSR
        • 52% of companies enhance relationship with target market 
        • 85% of consumers are willing to switch brands to brands that support causes
    • Your customers care
      • Cone Millenial Case Study concluded the following:
      • 78% believe companies have the responsibility to make a difference. 83% will trust a company more if it is socially/environmentally responsible. 74% are more likely to pay attention to a company’s message when they see that the company has a deep commitment to a cause. 69% consider a company’s social/environmental commitment when deciding where to shop. 89% are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause.
      • A 9 country survey of consumers found         72 percent of consumers say that they have purchased a brand because it supports a cause they believe in.         85 percent of consumers around the world are willing to change the brands they buy or their consumption habits to make tomorrow's world a better place.         55% would help a brand promote a product if a good cause were behind it.
    • Your employees care too
      • "The effect of these positive attitudes on employee engagement is equally startling. When employee are positive about their organisation's CSR commitment, employee engagement rises to 86 per cent. When employees are negative about their employer's CSR activities, only 37 per cent are highly engaged."
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      • This trend will continue.
      •  
      • source: management-issues.com
    •  
    • Causecast, dubbed "a one stop philanthropy shop" by TechCrunch, is a platform where media, philanthropy, social networking, entertainment and education converge to serve a greater purpose. People want to do good, want to be inspired, and want to inspire others to join them in giving back. Causecast makes this easy by providing users with means to CONNECT with people, leaders, charities, nonprofit organizations, and brands that inspire them.   Causecast is about authenticity.   Your cause marketing must to be authentic.   What is Causecast?
      • Causecast is positioned as a trusted brand in the cause space.  As we move forward, producing Causecast branded events and media with vetted organizations, leaders and brands, our reputation and the halo effect that Causecast produces becomes more valuable to those orgs, leaders, brands, and community.
      • The Causecast community are influencers who actively seek out cause-related news and video and promote it.
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    • Podcasts embeddable player   Newsletter   viral video Calls for UGC generate brand engagement Harvey Milk Campaign
    • Build a community and let them distribute for you. Passionate people are willing to help your cause.  Give them the tools. FANS are move valuable than viewers.
    •  
    •  
    • Milk Campaign Resulted in…
        • Attention from the press
        • Kathy Griffin and Ryan Eggold approached us to record a PSA that also went viral, extending our reach further.
        • 100's of thousands of video views across Causecast, YouTube, Perez Hilton, and others, continues to grow.
        • Audience grown in this community that is waiting for our content and open to our messaging.
    • Lessons Learned
      • Associate with other trusted brands.  We don't do just video production or distribution, we leverage our community and association with our brand to bring more value to marketers. 
      •  
      • Building community takes time.  Although you could have a successful viral video/widget campaign without building community, your next campaign is starting from scratch.   Build on past successes. 
      •  
      • Be genuine.   Even if you can get away with being disingenuous for a little while, there is no lasting value.  If you are outted, there is the potential for long term negative value.  Sensational negative media from people who think you are a bad company can live on the internet forever .
      • Be everywhere.   Social network fatigue is setting in and people do not necessarily want to switch to a new one.  Take the cause to the people wherever they live.
    • Questions? Contact Ryan Scott / ryan@causecast.org
    • Harvey Milk Campaign
        • Genuine need for the piece
        • Push to social networks
        • Inform popular blogs
        • Distribute with newsletter
        • Create supplemental pieces