Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

VolunteerMatch Solutions BPN Webinar: Cause Marketing on Facebook with Cause Marketing Forum

1,004

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,004
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
26
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

Transcript

  • 1. 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
  • 2. 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
  • 3. Cause Marketing on Facebook:Truths, Tips and Trends from Pioneers
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Why Facebook?
  • 9. Why Cause Works on FacebookHuman-to-human, People Helping People
  • 10. Why Cause Works on FacebookPeople want their friends to see them doing something good
  • 11. Why Cause Works on FacebookCauses have more meaning when shared from a friend or acquaintance
  • 12. Why Cause Works on FacebookA reason to talk about an otherwise un-sexy product/launch
  • 13. 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
  • 14. Types of CampaignsLike for Donation/Like-Baiting
  • 15. Like for Donation/Like-BaitingPROS:Simple to ImplementFamiliar/Straight-ForwardLevel of Nonprofit ReceptivityCONS:A Dime a Dozen/UnoriginalLike FatigueFacebook Iterations
  • 16. Types of CampaignsSimple Action for Donation
  • 17. Simple Action for DonationPROS:Simple to ImplementShareableMore Likely to Appear in NewsfeedPotential for OriginalityCONS:Limited ImplementationsContests Have to Be 3rd Party Apps
  • 18. Types of CampaignsInteractive Action for Donation: Custom Apps
  • 19. Types of CampaignsInteractive Action for Donation: Fundraising
  • 20. Types of CampaignsInteractive Action for Donation: Branded Activities
  • 21. Types of CampaignsInteractive Action for Donation: Games
  • 22. Types of CampaignsInteractive Action for Donation: Games
  • 23. Interactive Action for DonationPROS:High Potential for OriginalityCustomizeableLevel of Nonprofit ReceptivityCONS:More Complex/Costly to ImplementFB Privacy Permissions
  • 24. Types of Campaigns Voting Campaigns
  • 25. Voting CampaignsPROS:High Potential for OriginalityShareabilityCONS:Complex/Costly to ImplementNonprofit Perception/ResourceChallenge
  • 26. 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
  • 27. 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
  • 28. 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.
  • 29. 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.
  • 30. Expect: To ExperimentAviva USA launched their Facebook page with a ‘test and learn’ voting campaign.
  • 31. Expect: To Relinquish Control Campbell’s ‘Stamp Out Hunger’ enjoys post-campaignpostings sharing reports from individual communities.
  • 32. Expect: To Invest Effort in Working w/ Partners Choose Your Partners Carefully
  • 33. Expect: To Invest Effort in Working w/ Partners Develop Common Knowledge
  • 34. Expect: To Invest Effort in Working w/ Partners Establish Shared, Measurable Objectives
  • 35. Expect: To Invest Effort in Working w/ Partners Discuss and Document Campaign Logistics
  • 36. Expect: To Invest Effort in Working w/ Partners Utilize Communication Tools
  • 37. 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
  • 38. Success Strategy: Multiple Channel Support Facebook Ads
  • 39. Success Strategy: Multiple Channel SupportCorporate Websites and Microsites
  • 40. Success Strategy: Multiple Channel Support Traditional Media
  • 41. Success Strategy: Multiple Channel Support Other Social Media Channels
  • 42. Success Strategy:Pro Tips for Deeper Engagement Simple Actions
  • 43. Success Strategy:Pro Tips for Deeper Engagement Creative Actions
  • 44. Success Strategy:Pro Tips for Deeper Engagement Incentives and Premiums
  • 45. Success Strategy:Pro Tips for Deeper Engagement Impact
  • 46. 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
  • 47. Current Example:Kohl’s Love to Give Happy to Save
  • 48. Current Example:Kohl’s Love to Give Happy to Save
  • 49. Q&A Submit your questions in the box on the right of your screenConfidential and Proprietary 49
  • 50. Stay Informed Blog: www.VolunteeringIsCSR.org Twitter: @VM_SolutionsConfidential and Proprietary 50

×