IAB Social Media Panel - Bob Gilbreath - April 2010

  • 649 views
Uploaded on

"Social Media, World Events and the New Face of Cause Marketing." Presented at the IAB Social Media event on April 5, 2010. Short series of slides to introduce a new concept in cause marketing by …

"Social Media, World Events and the New Face of Cause Marketing." Presented at the IAB Social Media event on April 5, 2010. Short series of slides to introduce a new concept in cause marketing by Bob Gilbreath

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
649
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 100% of $14 lipstick go to MAC HIV/AIDS fund
  • Over $20 million donations since 1998

Transcript

  • 1. Social Media, World Events and the New Face of Cause Marketing Social Media: IAB Marketplace April 5, 2010 #IABSM
  • 2. Bob Gilbreath Chief Marketing Strategist Bridge Worldwide
  • 3. Marketing that people choose to engage with Marketing that itself improves people’s lives
  • 4. Cause Marketing Connects with Consumers
    • 71% of consumers globally say that they giving as much or more to causes during the downturn
        • Advertising Age , October 2008
    • 87% of consumers will switch from one brand to another based on association with a good cause
        • Cone/Duke Behavioral Cause Study 2008
    • Over 50% of consumers will buy brands that support causes, even at a premium price
  • 5. But all too often the effort is half-hearted
  • 6.  
  • 7. Here’s what the best brand builders are doing…
  • 8. 1. Create a cause, linked to your brand purpose
  • 9.  
  • 10. 2. Your investment must be meaningful
  • 11. 100% of $14 lipstick goes to HIV/AIDS Research
  • 12. 3. Invest for the long haul
  • 13. Raised over $20 million since 1998
  • 14. 4. Make it something your employees get involved with
  • 15.  
  • 16. But when cause is in your core, there’s no time for months of preparation…
  • 17. Tide Reacts to Hurricane Katrina Highest scoring TV advertising in history
  • 18. Haagen-Dazs Reacts to Honeybee Disease Total brand sales up 16%
  • 19. The World Reacts to Haiti
    • Google: Person-finder and $1 million donation
    • T-Mobile: Free calls to Haiti
    • Walmart: $600,000 in cash and supplies and employee giving
    • American Airlines: Bonus miles for customers who give
    • Coca-Cola: Potable drinking water and $1 million
    • Diageo: Airlifted 45,000 pounds of medical supplies and equipment
    • Microsoft: $1.25 million and activated a “disaster team” of employees
    • Apple: Enabled one-click giving on iTunes
    • McDonald’s: $1 million and $.50 for every Big Mac purchased
    • UPS: $1 million in cash and services, employee volunteers
    • AstraZeneca: Supplies of antibiotics and respiratory medication
    • Royal Caribbean: $1 million and all proceeds from Haitian cruise visits
    • Jeffries Group: $1 million and net commissions on January 15th
  • 20. And brand equity changes at the speed of social media
  • 21. But is this something new? An opportunity? A responsibility? Or exploitative?
  • 22. Let’s see what our panel has to say…
  • 23. Adam Fell Vice President Quincy Jones Productions
  • 24. Jory Des Jardins Co-Founder, President BlogHer
  • 25. Where You Can Find Us
    • Adam Fell
    • [email_address]
    • www.quincyjones.com
    • Jory Des Jardins
    • [email_address]
    • www.blogher.com
    • @BlogHer 
    • Bob Gilbreath
    • [email_address]
    • www.marketingwithmeaning.com
    • @mktgwithmeaning