Five Principles for Amazing Cause Marketing that Makes a Difference
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Five Principles for Amazing Cause Marketing that Makes a Difference

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Kami Watson Huyse's presentation at the Cause Marketing Forum, June 2, 2011

Kami Watson Huyse's presentation at the Cause Marketing Forum, June 2, 2011

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  • http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6439547/k.C8A8/Cause_Marketing_Forum_2011_Annual_Conference_Program__Cause_Marketing_Best_Practices_Networking_Keynotes.htm#ThursdayBest Practices in Cause-Related Social MediaSocial media provides cause marketers with exciting tools to engage people, but this emerging field is already suffering from contest fatigue and consumer burnout.   We’ll review bright and dark examples of corporate cause-related social media and share concepts – such as the ladder of engagement – to help you achieve greater success.Kami Watson Huyse, President, Zoetica
  • http://www.flickr.com/photos/dunechaser/142079357/
  • Poll: What do you need to know about the people in the room related to the topic at hand?Experience with cause-related marketing or csr – whereExperience incorporating social media as part of the strategyBurning questionsWhat is the dragon that needs to be slayed?
  • A lot of the research in this presentation was undertaken under the auspices of our (Beth Kanter and I) fellowship with SNCRhttp://www.flickr.com/photos/geoliv/4545167448/
  • We wanted to understand the best practices in doing big business while doing good - so our first step was to understand a research search. This area is awash in jargon – some of it descriptive, some of it confusing, little of it universally accepted. We started looking at concepts around “blended value” the idea that for-profit companies can have both a both a financial as well as a social change impact. They can make a profit, but do some good in the world. The terminology includes “Double Bottom Line” and more recently “Triple Bottom Line,” (People, Product, Planet) or blended value. The term “blended value” is attributed to Jed Emerson.
  • Contests – PEPSI Refresh, Case Foundation, America’s Giving ChallengeEmbedded Philanthropy – Need a case study,Kellog’s draw a picture of youSponsorships – NCWIT Fundraiser by ZoeticaIssue Education – Tyson FoodsFundraiser – Zoetica Crowdsourcing – Yahoo!Participation – Fisher Price and Good360, XBOXEmployee Led – Home Depot with Good360Celebrity Endorsement – Lady GaGaGuerilla Good - GMCContestsEmbedded Philanthropy (purchase product, percentage goes to charity or cause)Event SponsorshipInformation/Education about an issue
  • Adapted from Geoff Livingston, http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibilityThis is a riff off of the triple bottom line: People, Profits, EnvironmentSocial media tactics are aligned with the fundamental mission and valuesof the business, the internal interests of stakeholders or mitigate against potential negative impactsto society (theirs or others) ie= provide maximum positive impact.Source for the three parts of the def: http://geofflivingston.com/2010/02/18/authenticity-in-corporate-social-responsibility/Companies should focus on these areas when looking for places to give back.MISSION Giving aligned with the mission of the companyPROBLEM To improve by lessening their impact, carbon footprint, etcSTAKEHOLDERSResponding to the needs of corp ecosystem employees, distributers, partners, customers, etcSocial media continues to impact businesses and nonprofits in unforeseen ways. Perhaps the greatest trend of the moment is the fusion of corporate and philanthropic interests, which in turn is producing growing pains and change. It’s likely that the requirements of online transparency will demand a new era of authenticity in corporate community investment efforts.This trend results from demands for better corporate citizenship and community participation, transparency digressions, and frankly, very public cause marketing and corporate social responsibility programs that have exposed weaknesses in the social media realms. It’s a problem that keeps coming up, and won’t go away. This will force organizations and companies to become much more mindful about how they invest in their communities.
  • 2008 America’s Giving Challenge, Case Foundation, Parade Magazine, 8 prizes of $50,000 – most donors2009 Chase Community Giving, pure crowdsourcing, $5 million, nonprofits with an operating budget of $10 million or less in the following areas: education, healthcare, housing, the environment, combating hunger, arts and culture, human services and animal welfare. (2010 $10 million to 300 local charities) (disqualified two drug groups and one anti-abortion group, no leaderboard)2009 Bullseye Gives, $3 million per week for 2 weeks, reallocation, give 10 choices, fans vote and set percentages, 2 weeks2009 AGC Releases Best Practices Research2010 PEPSI Refresh, $20 million, categories, application, lastOBJECTIVE: Draw attention to the brand by helping the everyday person in their quest to do good. STRATEGY: Redirect $20 million in SuperBowl advertising to put the refresh project at the center of brand strategy: Refresh EverythingVoting by communities activated by selected Refresh projectsCause buckets aligned to CSR for PEPSICO, credible internallyRESULTS: 46+ million votesProfit and product benchmarks metNonprofit impact is being measured (social impact study)Earned media exceeded benchmarksSOCIAL IMPACTOver $20 Million total invested78 parks and playgrounds improved123 schools improved21 foster homes and housing facilities built163,000 lives directly improvedOBJECTIVE: Enable passionate individuals and nonprofits to increase awareness, attract new donors, and encourage people to get and stay involved with causes they care aboutSTRATEGY: 30-day online contestRESULTS: 53% increase in visibility, 80-90% new donors, and raised a total of $571,686 from 25,795 unique donors for 3,936 causes on FacebookSocial Impact, via Mission Measurementhttp://www.missionmeasurement.com/content/thought-capital/thought-scraps/2010/09/9/pepsi-refresh-project-continues-highlights-impact
  • http://www.casefoundation.org/sites/www.casefoundation.org/files/SURVIVAL%20GUIDE%20FINAL_0.pdfLimits on Total Purse: Lots of past case law dictates this, though it sometimes feels too preordainedWe cut, you choose: Some aspect is controlled, for PEPSI it is categories, for Chase it is the 100 charitiesMission alignment: This makes the contest seem more suitable and natural for the brand, Refresh Everything (double meaning)Third-party oversight: PEPSI votes debacle, also Chase Community Giving debacle with people cheating and confusion about votes stands as a warning (http://apps.facebook.com/chasecommunitygiving/)Short timeframe (30 days or less): Longer causes fatigueSocial impact: Measuring this brings depthCompetitive leaderboard: Cited as motivational in Case Study reportedIncentives: Daily, weekly and overall prizes. Win one, scrap the restEveryone wins: Case Foundation voting mechanism was donationsSupport mechanisms: GoodProjects
  • Based on its success and impact, Pepsi will continue to fund the Pepsi Refresh Project and intends to launch the program in Europe, Latin America and Asia in 2011.Launched in the U.S. and Canada in 2010, next year, the Pepsi Refresh Project will come to life on a global scale. International market activations will be tailored to ensure relevance to local communities.US pushThe Power of the VoteTied to product purchase, codes for online entry found on marked Pepsi products now through September 30 will allow voters to apply bonus votes to one idea they like, up to ten times per day.  Values are randomly assigned and can be allocated to any idea, even if users have already voted that day. Given the success of the program in 2010, Power Voting is yet another way to expand the reach and impact of the Refresh Project now in its second year, allowing voters to quench both their thirst and enthusiasm for vibrant ideas.
  • http://www.diigo.com/user/kamichat/DonorFatigueRiverbender: Proxy voting, skirting the rules
  • 250 to 275K “LIKES$100,845 in toys 180 nonprofits 31 new to Good360Good360, a nonprofit, serves as a conduit between companies and nonprofit service organizationsThe Gift of Play was a program aimed at delivering toys to nonprofits that needed them at holiday timeFisher Price Fans were also asked to nominate their favorite charity, bringing in an element of crowd sourcing, and building Good360’s database of worthy charitable organizationsObjective: Build Facebook page following and deliver excess toys to nonprofitsStrategy:Use Facebook page tab to involve fans and Good360 to connect with nonprofits through recommendationsResults: 250 to275K “LIKES,” $100,845 toys donatedand180 nonprofits served, 31 new to Good360
  • Full programBlog, TwitterWe Can End This campaignResearch on local hungerObjective: Drive awareness with the “We Can End This” programStrategy: Build social media relationships to publicize in-kind donationsResults: In Austin, provided 35,000 lbs. of protein to the local community Food Bank, 350 comments within four hours. Coverage by 40 bloggers and mainstream media, such as Fast Company and Huffington Post, Case sales increased 14.9% in test markets and involvement by large-scale customers
  • Jenni Ware was stranded at the grocery checkout having lost her wallet. Carolee Hazard, a complete stranger, paid her $207 bill. When Jenni paid her back, the check included an extra $93 as thanks - she suggested getting a massage. Carolee posted on Facebook about the events and asked friend what they'd do with the extra money. "Give it to charity!" was the response. Touched by Jenni's honesty, Carolee matched the $93 and queried her Facebook friends where to donate the $186. Soon friends began donating $93 of their own and the total quickly grew! This random act of kindness and Facebook turned $93 into over $100,000 to benefit the Second Harvest Food Bank of Silicon Valley - and the amount is still growing. In the 5 months since the chance meeting, the "pay it forward" example has traveled around the world and continues to move people to start their own ripples of goodness!
  • OBJECTIVE: Disaster relief support. Core to CSR goal to develop technology solutions and practices that can foster social and economic change. STRATEGY: Each purchase of XBOX premium content, Microsoft donated $10 (full cost) to Save the Children up to $100,000. Purchasers received digital XBOX community profile. RESULTS: 10,000 units of VIP game packs sold within two weeks, plus additional units Promoted through Twitter, the Game press, and on the Save the Children site. http://www.slideshare.net/gregfromparis/contagious-communities-report-extracts
  • This is an during a Google event in Washington, DCLynne, Andre, Shana & Alexhttp://www.flickr.com/photos/geoliv/5535827563/in/set-72157626165797555
  • http://geofflivingston.com/2011/04/29/cause-marketing-brilliance-hardlynormal-receives-gmc-terrain-at-sobcon/Objective: Garner attention for GM Brand at SOBCon Conference 2011Strategy: Give homeless free agent advocate a vehicle to conduct his work, future WOM Results: 15,500 blog posts and mentions
  • November 2011
  • http://www.levistrauss.com/blogs/i-pledge-allegiance
  • http://www.youtube.com/watch?v=mHrtoILeta0&feature=channel_video_titleBlog Post: World Water Day (March 22, 2011), story, challenge and launchhttp://www.levistrauss.com/blogs/safe-water-all
  • http://www.chicagomag.com/Chicago-Magazine/The-312/February-2011/The-Groupon-Super-Bowl-Ads-Anatomy-of-a-PR-Disaster/What about those who said that any publicity is good publicity, and that all the chatter about Groupon’s ads would wind up benefiting the company in the end? Well, not so much.According to a post in Fast Company today, Groupon’s web traffic was lifted by a measly 3%, as compared with GoDaddy (41% lift) and Volkswagen and HomeAway (27% lift each). Ouch. Now that hurts.
  • http://socialtimes.com/groupon-revenue_b43254
  • http://socialtimes.com/groupon-revenue_b43254
  • Cause Marketing that Leads to Real Changehttp://overtonecomm.blogspot.com/2010/03/cause-marketing-that-leads-to-real.htmlCause Fatigue sets inhttp://geofflivingston.com/2010/03/23/cause-marketing-cynicism-on-the-rise/Cause Washing Leads to Cynicism (need for authenticity)Leading with Social Outcomes (theory of change)Authenticity in Corporate Social ResponsibilityContest Fatigue Sets InEmpowering Stakeholders – Ensuring ChangeUse Social Tools to Immerse Stakeholders

Five Principles for Amazing Cause Marketing that Makes a Difference Five Principles for Amazing Cause Marketing that Makes a Difference Presentation Transcript

  • Cause Marketing Best Practices: Five Guidelines for Social Media Campaigns
    Photo credit: Photo by Adrian Ruiz, LifeHouseDesign http://ow.ly/2UMdF
  • Agenda
    • Popular tactics
    • Strategy underpinning
    • Five Principles
    • When it goes wrong
    Kami Huyse, @kamichat
  • Kami HuysePartner, Zoeticakami@zoeticamedia.com@kamichat
  • ALL ABOUT YOU
  • Fellowship
    The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings and the establishment of best practices. A maximum of 12 new Fellows are accepted each year.
  • The Double Bottom Line (2bl)
    Effective Generosity
    When a company applies its resourcesto advance social change in a way that contributes to business resultswhile also significantly benefitting the cause
  • LIKE Drives
    Reveal Tabs
    Contests
    Outsourced Giving
    Comment Campaigns
    Pledges
    Micro Donations
    Some Popular Tactics
  • Strategy is the Key
  • Five Principles
    1
    Not All Contests Are Created Equal
    LIKES are a Start Not An End
    Being Social Works Better in a Community
    Social Happens in Real Life (IRL)
    The Word on the Street…Integration
    2
    3
    4
    5
  • 1
    Not all contests
    are created equal
  • Contest Mania
    $245K
    +1.8M
    $10M
    $6M
    $1M
    $20M
  • Cynicism on the Rise
  • 2
    “LIKES” are a Start,
    Not An End
  • Facebook “LIKE” Drive
    275K “LIKES - $101K in toys - 180 nonprofits
  • Goes Beyond the “LIKE”
  • 3
    Being Social Works Better in a Community
  • Campaigns Require
    Community
    Start small grow BIG
  • Beth Kanter: http://www.flickr.com/photos/cambodia4kidsorg/2296887265/
  • http://ow.ly/57i8d
  • Inspiration: The 93 Dollar Club
    http://www.facebook.com/93dollarclub
    • XBOX premium content purchase
    • $10 (full cost) to Save the Children
    • Up to $100,000.
    • 10,000 units of VIP game packs sold within two weeks, plus additional units sold.
  • Experiements
  • 4
    Social Happens
    in Real Life (IRL)
    #G4NP
  • Google’s Portal for Nonprofits #Google4np
  • GMC Gives Mark Horvath
    a Vehicle at SOBCon
  • 5
    The Word on the Street…Integration
  • A Mindful Change
  • Iteration of a Core Idea
  • An Amazing Event
    1
    2
    3
    4
  • A Clear Objective
  • A Strong Nonprofit Partner
  • Facebook Call to Action
  • Progress Gauge
  • Lack of Integration
  • Revenue
  • Groupon Traffic
  • When It Goes Wrong
    Artificial
    Unfair
    Complex
    Disconnected
    Inappropriate
    Fatiguing
    Execution
  • Let’s Talk
  • Kami HuysePartner, Zoeticakami@zoeticamedia.com@kamichat