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Doing Big Business While Doing Good
 

Doing Big Business While Doing Good

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Presented by: Beth Kanter, SNCR Fellow, Zoetica and Kami Huyse, SNCR Fellow, Zoetica (2010)

Presented by: Beth Kanter, SNCR Fellow, Zoetica and Kami Huyse, SNCR Fellow, Zoetica (2010)

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    Doing Big Business While Doing Good Doing Big Business While Doing Good Presentation Transcript

    • Doing
Big
Business
While
Doing
Good
 Effec3ve
Social
Media
Strategy
for
 CSR
/Cause
Marke3ng
Campaigns
 Presented by:   Beth Kanter, SNCR Fellow, Zoe:ca  Kami Huyse, SNCR Fellow,  Zoe:ca  5th Annual SNCR Research Symposium  November 4‐5, Stanford University    www.sncr.org 
    • Methodology
• 

Literature
Review
• 

2x2
Matrix
• 

Depth
Interviews
with
For‐Profit
Companies/Brands

 • 

CSR
or
Cause
Marke3ng
Campaign
w/Social
Media
 Integra3on
 • 

Conversa3onal
Case
Studies
published
on
our
blogs
• 


Survey
to
Quan3fy
Case
Study
Findings
(Future)



    • Lethal
Generosity:
 Doing good and killing  the compe::on  TwiMerville, p. 110‐11  Ini3al
Inspira3on

Flickr Photo by Eva Blue http://ow.ly/1zwba
    • Literature
Review:


Blended
Value
 Triple Bottom LineDouble Bottom Line
    • Literature
Review:


Cause
Marke3ng

    • Literature Review:   Cause Marke:ng Approaches •   Contests •   Embedded Philanthropy (purchase product, percentage goes to charity or cause) •   Event Sponsorship •    Informa:on/Educa:on about an issue  
    • Literature
Review:


CSR


    • Literature Review:  CSR Approaches Corporate Social Marke:ng ‐ to change behavior  Employee Volunteerism Promo:ng Socially Responsible Business Prac:ces Corporate Philanthropy 
    • Literature
Search:

Secondary
Research

    • Avoid Stereotypes:   Cause Marke:ng Bad, CSR Good 
    • 2x2 Matrix: Continuum of CSR – Cause Marketing When
a
for‐profit
company
applies
its
 resources
to
advance
social
change
in
a
 way
that
contributes
to
business
results
 while
also
significantly
benefiQng
the
 cause
in
the
context
of
a
communica3ons
 or
marke3ng
campaign.
Cause
Marke3ng
 CSR

    • 2x2
Matrix:

Alignment

 Values  Society  Stakeholders  Based on Framework from Geoff Livingston, Zoe:ca  hMp://geofflivingston.com/2010/02/18/authen:city‐in‐corporate‐social‐responsibility/  
    • Cause Campaign Profiles:  2x2 Matrix  Unaligned
 Linked  Contributed Cause
Marke3ng
 CSR
 Connected  Synergized  Aligned

    • Interview Ques:ons
  Corporate mission, goals and objec:ves – values?   Objec:ves of campaign?  Financial and Social ?   What cause did you choose and why?     How marke:ng and CSR departments work together or  coordinate?     Is your commitment long term, or campaign limited?   What strategies and tac:cs did you use?   What were the measures of success? 
    • Cause Campaign Profiles  Unaligned
 KFC  Ford  Linked  Contributed  Molsen    PayPal Cause
Marke3ng
 CSR
 Tide  Waste Management  Connected  Synergized  Pepsi  Yahoo!  Microsoh  Tyson Foods  Aligned

    • Cause
Linked  Unaligned – Cause Marke:ng Program not linked to corporate goals and values, usually cause chosen for some other reason: Convenience, popularity 
    •   Strategy/Tac3c:

50 cents to Komen for every pink bucket  ordered    Results:
Minimum dona:on of $1 million and a goal to raise  more than $8 million (Raised $4.2 million)   Twenty‐five percent of funds earmarked to Komen’s 120‐ plus domes:c Affiliates. 
    • KFCs
Buckets
for
the
Cure:
Charity,
Hypocrisy,
or
Both?
Poll by FitSugar :http://www.fitsugar.com/KFC-Sells-Pink-Buckets-Fried-Chicken-Breast-Cancer-Research-8207592
    • Cause Campaign Profiles  Unaligned
 KFC  Ford  Linked  Contributed  Molsen    PayPal Cause
Marke3ng
 CSR
 Tide  Waste Management  Connected  Synergized  Pepsi  Yahoo!  Microsoh  Tyson Foods  Aligned

    • Cause
Contributed
 Unaligned – CSR Campaigns or programs that don’t align directly with business goals but that are undertaken to benefit society or a good cause. Usually company gets less credit than the cause, a case of being a good corporate ci:zen. 
    •   Situa3on:
Opportunity to support an influen:al free agent on the issue of  homelessness   Gave Mark Horvath a car and supported gemng his message out though  Ford Social Media Channels   Results: Top :er men:ons along the way, LA Times, NPR, CNN, Blogs and  Regional Publica:ons for low cost investment   Significant aMen:on to homelessness issue 
    • Cause Campaign Profiles  Unaligned
 KFC  Ford  Linked  Contributed  Molsen    PayPal Cause
Marke3ng
 CSR
 Tide  Waste Management  Connected  Synergized  Pepsi  Yahoo!  Microsoh  Tyson Foods  Aligned

    • Cause
Connected  Aligned ‐ Cause Marke:ng A cause campaign undertaken for a specific marke:ng purpose that is aligned with specific corporate goals , values, and benchmarks. 
    •   Yahoo wanted to drive awareness and adop:on of a new feature in Yahoo!  Email and leverage a networked effect for its holiday giving campaign.   Strategy:
Engage the user base by crea:ng a ripple of happiness through  repor:ng acts of kindness, focusing on newly released status update  feature in Yahoo! Mail.   Gave influencers and employees checks to seed the  campaign.   Results:
320,000 Yahoo! status updates from 18 countries   Increased use of status updates in Yahoo! mail by 30 percent, in a month‐ to‐month comparison.  
    • Cause Campaign Profiles  Unaligned
 KFC  Ford  Linked  Contributed  Molsen    PayPal Cause
Marke3ng
 CSR
 Tide  Waste Management  Connected  Synergized  Pepsi  Yahoo!  Microsoh  Tyson Foods  Aligned

    • Cause
Synergized  Aligned ‐ CSR A campaign that is deeply rooted in the overall corporate social responsibility program and also has achievable business outcomes. 
    • • 


Issue:


Disaster relief support .  Core to CSR goal to develop technology solu:ons and prac:ces that can foster social and economic change.   • 

Strategy:
    Cause Marke:ng framework that aligns with CSR goals. CSR department brokered rela:onship with Save the Children where there is umbrella rela:onship.    • 

Tac3cs:


XBOX premium content.   For every purchase, Microsoh donated $10 (full cost) to Save the Children up to $100,000.   Purchasers received unique digital badge on their profile on XBOX community site .  Promoted through TwiMer, the Game press, and on the Save the Children site.  • 

Results:


10,000 units of VIP game packs sold within two weeks, plus addi:onal units sold.   
    •   Strategy:
Redirect $20 million in SuperBowl adver:sing to put the refresh project at the  center of brand strategy: Refresh Everything   Help the everyday person in their quest to do good. Vo:ng by communi:es ac:vated by  selected Refresh projects   Cause buckets aligned to CSR for PEPSICO, credible internally   Results:
On trajectory to 46 million votes    Profit and product benchmarks were met   Nonprofit impact is being measured against change benchmarks (social impact study)   Earned media exceeded benchmarks 
    •   Issue:
As a part of its overall CSR program, Tyson is devoted to driving awareness  about and helping to alleviate hunger.   As the largest na:onal distributor of protein, with 100 manufacturing facili:es in 26  states, they are posi:oned to easily make product dona:ons in local communi:es.   Strategy: Run a food for comments program in Aus:n to increase awareness of  hunger issues working with local social media influencers and Food Bank partner,  100lbs/comment.    Results:
Provided 35,000 lbs. of protein to the local community Food Bank, reached  350 comments within four hours   Repeatable program, We Can End This around the annual SxSW conference    Coverage by 40 bloggers and mainstream media, such as Fast Company and  Huffington Post   Case sales increased 14.9% in test markets   Involvement by large‐scale customers 
    • Reac3ons?
Ques3ons?
Sugges3ons?

    • Thank you! Kami Watson Huyse, APR President and COO, Zoe:ca Beth KanterChief Executive Officer, ZoeticaWeb site: www.zoeticamedia.com Visit hMp://sncr.org