Cause Marketing on Facebook:     Truths, Tips and Trends from Pioneers                                December 13, 2011   ...
To Ask Questions           Type questions into the box on the           right side of the your screen           Submit via...
Cause Marketing on Facebook:Truths, Tips and Trends from Pioneers
Helping businesses and nonprofits succeed together with practical            information, connections and recognition. • M...
The Whitepaper• The first in-depth industry look at cause marketing onFacebook• Interviewed over 25 practitioners from age...
What We’ll Discuss Today:Why Cause Works on FacebookPros/Cons of Different Types of CampaignsWhat to Expect When Undertaki...
POLL: What is the Status of Your     Organization’s Facebook Page?            Answer On Your GoToWebinar Dashboard• We Don...
Why Facebook?
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  ...
Types of CampaignsLike for Donation/Like-Baiting
Like for Donation/Like-BaitingPROS:Simple to ImplementFamiliar/Straight-ForwardLevel of Nonprofit ReceptivityCONS:A Dime a...
Types of CampaignsSimple Action for Donation
Simple Action for DonationPROS:Simple to ImplementShareableMore Likely to Appear in NewsfeedPotential for OriginalityCONS:...
Types of CampaignsInteractive Action for Donation: Custom                 Apps
Types of CampaignsInteractive Action for Donation:          Fundraising
Types of CampaignsInteractive Action for Donation:        Branded Activities
Types of CampaignsInteractive Action for Donation:            Games
Types of CampaignsInteractive Action for Donation:            Games
Interactive Action for DonationPROS:High Potential for OriginalityCustomizeableLevel of Nonprofit ReceptivityCONS:More Com...
Types of Campaigns Voting Campaigns
Voting CampaignsPROS:High Potential for OriginalityShareabilityCONS:Complex/Costly to ImplementNonprofit Perception/Resour...
POLL: Of The Types of Campaigns    Just Presented, I Find This Type Most      Interesting for My Organization             ...
Expect: Rapid Speed of Change2000: At the urging of employees in Asia,Timberland commits to plant one million trees inChin...
Expect: Rapid Speed of Change     2010: Timberland launches a new  iteration of ‘Virtual Forest’ with a new    virtual-to-...
Expect: To Experiment          Specialized Bicycles used Facebook to test       resonance of a new, company wide cause foc...
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 fr...
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 Sp...
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 O...
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 sc...
Stay Informed            Blog:            www.VolunteeringIsCSR.org            Twitter:            @VM_SolutionsConfidenti...
Upcoming SlideShare
Loading in...5
×

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

1,014

Published on

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

No Downloads
Views
Total Views
1,014
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

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

    Clipping is a handy way to collect important slides you want to go back to later.

×