The future of cause marketing (mashable social good conference)

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The future of cause marketing (mashable social good conference)

The future of cause marketing (mashable social good conference)

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  • 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vnThe Future ofCause Marketing Using the Internet to Help Change the World Scott Henderson, MediaSauce @scottyhendo Mashable Social Good Conference
  • 2. A little about me
  • 3. It is wonderful to create. Akira Kurosawa
  • 4. TheInterconnected AGE
  • 5. Are youprepared forthis reality?
  • 6. Philanthropy Here’s an oversizedcheck for that problem
  • 7. Pledge to EndHungerhttp://www.pledgetoendhunger.com
  • 8. from idea toaction
  • 9. ! !
  • 10. opportunity:SXSWi ʼ09
  • 11. #1 objective:highlight the cause
  • 12. #2 objective:raise awareness forShare Our Strength
  • 13. #3 objective:drive individualaction
  • 14. key leaders:2 co-chairs with 50+champions
  • 15. compellingstory:1 of 6 kids hungry1 click feeds 140 kids
  • 16. strategy:> main hub> sm outposts> easy call-to-action
  • 17. easy to share: > widget > avatar > badges > Twitter acct & hashtag > Facebook cause
  • 18. generatingtraffic: > HungerPledge champs > email sends > press releases
  • 19. success:> goal reached in 28 hours> increased to 4 trucks> raised $28,000
  • 20. Lesson 1: Leadership Matters
  • 21. Co-Chairs andChampions:20% of All Traffic
  • 22. Planned Traffic:20% of 494 Sources67.5% All Traffic
  • 23. Lesson 2: The Convoy Thunders On
  • 24. Lesson 3:Free Philanthropy Works
  • 25. Pledged to Give:> 21% of Pledge signers> 714 gave directly> $28,000 donated> 95% new donors> Largest gift was $2,500
  • 26. Lesson 4: Embrace the Swarms
  • 27. 12for12k.org:$13k+ on 3/12
  • 28. Michele Helsel:> Email and Phone> 24, 157, 344> Missouri in 2nd Place> 10.8% of All Pledges
  • 29. Lesson 5: Live Interactions Amplify Online Activity
  • 30. SXSWi ʼ09:37.3% Direct Traffic32.1% Unique Visitors30.6% All Pledges
  • 31. SundayMarch 15 2009
  • 32. One Tweet:5.4% All Traffic
  • 33. Direct Traffic:29% Direct Twitter9% All Direct
  • 34. Mashable/GaryVee:2 hours: 232 Pledges (5%)18 hours: 520 Pledges (11%)
  • 35. TuesdayMarch 17 2009
  • 36. Keynote Q&A:22% Direct Twitter17.8% Direct Traffic
  • 37. Lesson 6: Use the Right Tools
  • 38. vs.
  • 39. Click Thru Conversions 57,831 207,426 3.8% 2.0% 2,204 4,154
  • 40. Total Visits 14% 46% 2,492 8,240
  • 41. Lessons Learned:1. Leadership Matters2. The Convoy Thunders On3. Free Philanthropy Works4. Embrace the Swarms5. Live Interactions Amplify6. Use the Right Tools
  • 42. DownloadFull Case Study:www.mediasauce.com/cause
  • 43. Questions?
  • 44. Letʼs stay connected:> @scottyhendo> scott.henderson@mediasauce.com> rallythecause.com> mediasauce.com/cause