VolunteerMatch Solutions BPN Webinar: Cause Marketing on Facebook with Cause Marketing Forum
Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers December 13, 2011 Guest Speaker: Megan Strand Director of Communications Cause Marketing Forum Moderator: Casey Brennan Marketing Manager VolunteerMatchConfidential and Proprietary 1
To Ask Questions Type questions into the box on the right side of the your screen Submit via Twitter to @VM_Solutions using “#BPNFacebook” We will pose questions at the end of the presentationConfidential and Proprietary 2
Cause Marketing on Facebook:Truths, Tips and Trends from Pioneers
Helping businesses and nonprofits succeed together with practical information, connections and recognition. • Membership • Annual Conference (May 30-31, 2012) • Halo Awards • Monthly Webinars • Website Full of Cause Marketing Information: www.CauseMarketingForum.com • Free Cause Update Service w/ New Campaigns & Trends www.CauseUpdate.com
The Whitepaper• The first in-depth industry look at cause marketing onFacebook• Interviewed over 25 practitioners from agency,nonprofit and corporate settings• Reviewed over 100 individual Facebook causemarketing campaigns
What We’ll Discuss Today:Why Cause Works on FacebookPros/Cons of Different Types of CampaignsWhat to Expect When Undertaking These CampaignsTop Success Strategies for Reach and Engagement
POLL: What is the Status of Your Organization’s Facebook Page? Answer On Your GoToWebinar Dashboard• We Don’t Have One• We Have a Page Set Up But Rarely, If Ever, Post on It• We Have a Page and Post Regularly But It’s Not Strategic• We Have a Very Active Facebook Community
Why Cause Works on FacebookHuman-to-human, People Helping People
Why Cause Works on FacebookPeople want their friends to see them doing something good
Why Cause Works on FacebookCauses have more meaning when shared from a friend or acquaintance
Why Cause Works on FacebookA reason to talk about an otherwise un-sexy product/launch
POLL: On Facebook, I Have: Answer On Your GoToWebinar Dashboard• Noticed When Others Post About Cause-Related Issues• Clicked a Link or Liked a Page in Support of a Cause• Never Seen Anyone Post Anything Pertaining to a Cause• No Idea What You’re Talking About Because I Don’t Have a Personal Facebook Page
Types of CampaignsLike for Donation/Like-Baiting
Like for Donation/Like-BaitingPROS:Simple to ImplementFamiliar/Straight-ForwardLevel of Nonprofit ReceptivityCONS:A Dime a Dozen/UnoriginalLike FatigueFacebook Iterations
Voting CampaignsPROS:High Potential for OriginalityShareabilityCONS:Complex/Costly to ImplementNonprofit Perception/ResourceChallenge
POLL: Of The Types of Campaigns Just Presented, I Find This Type Most Interesting for My Organization Answer On Your GoToWebinar Dashboard• Like for Donation• Simple Action for Donation• Interactive Action for Donation• Voting Campaigns
Expect: Rapid Speed of Change2000: At the urging of employees in Asia,Timberland commits to plant one million trees inChina by 2010.2008: Timberland experiments w/ Facebook toengage consumers in additional tree-plantingefforts. 1 Virtual Tree = 1 real tree in Mongolia. Goal = 30,000 users and 30,000 trees planted. Result = 175,000 users + campaign paused
Expect: Rapid Speed of Change 2010: Timberland launches a new iteration of ‘Virtual Forest’ with a new virtual-to-actual tree planting ratio. …And promptly changed it back to the original 1-to-1 ratio upon user outrage.
Expect: To Experiment Specialized Bicycles used Facebook to test resonance of a new, company wide cause focusOver the six weeks of the campaign, Specialized gained approx. 10,000 fans (30% of their fan base) and gave away 39 bikes.
Expect: To ExperimentAviva USA launched their Facebook page with a ‘test and learn’ voting campaign.
Expect: To Relinquish Control Campbell’s ‘Stamp Out Hunger’ enjoys post-campaignpostings sharing reports from individual communities.
Expect: To Invest Effort in Working w/ Partners Choose Your Partners Carefully
Expect: To Invest Effort in Working w/ Partners Develop Common Knowledge
Expect: To Invest Effort in Working w/ Partners Establish Shared, Measurable Objectives
Expect: To Invest Effort in Working w/ Partners Discuss and Document Campaign Logistics
Expect: To Invest Effort in Working w/ Partners Utilize Communication Tools
POLL: One Expectation I Did NOT Already Have Was: Answer On Your GoToWebinar Dashboard• Rapid Speed of Change• Experimentation• Relinquish Control• Invest Effort In Working With Partners
Success Strategy: Multiple Channel Support Facebook Ads
Success Strategy: Multiple Channel SupportCorporate Websites and Microsites
Success Strategy: Multiple Channel Support Traditional Media
Success Strategy: Multiple Channel Support Other Social Media Channels
Success Strategy:Pro Tips for Deeper Engagement Simple Actions
Success Strategy:Pro Tips for Deeper Engagement Creative Actions
Success Strategy:Pro Tips for Deeper Engagement Incentives and Premiums
Success Strategy:Pro Tips for Deeper Engagement Impact
POLL: Of These Engagement Strategies, I Find This Type Most Interesting for My Campaigns Answer On Your GoToWebinar Dashboard• Multi-Channel Support• Simple Actions• Creative Actions• Incentives/Premiums• Impact
Current Example:Kohl’s Love to Give Happy to Save
Current Example:Kohl’s Love to Give Happy to Save
Q&A Submit your questions in the box on the right of your screenConfidential and Proprietary 49
Stay Informed Blog: www.VolunteeringIsCSR.org Twitter: @VM_SolutionsConfidential and Proprietary 50
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.