Barkworld presentation activating community


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A discussion on Cause Marketing and how to be involved with Petco's cause marketing.

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  • From NFL – who would have thought this is a difference maker for the NFL? Why would they choose to activate their sports and male dominated community around breast cancer screening awareness? What is it’s effectiveness? Who really benefits and why is it a win for Komen?NFL gets women over 40 affluent audience watchingMen buy the auctioned itemsStories of NFL players touched by cause share and change perceptionsUnderscores Komen awareness and goal to have mainstream awareness of the causeBoiling the sea through individual activation
  • Create visual
  • How do you get this information from companies? For instance
  • Let’s see a demo of the kind of training that happens in the Train to Adopt program: Intro Lina
  • You guys really do have so much influence in spreading messages, so use that power to make good things happen.
  • You guys really do have so much influence in spreading messages, so use that power to make good things happen.
  • When we work with partners like Natural Balance and with Causes like Service Dog Awareness we make sure we are all on the same page. This means sharing our Editorial Calendar – what posts and when, with what handles or hashtags, when we’re posting things like videos, what day we’re emailing and blogging, identifying influencers who can participate in things like Live Chats and satellite media tours and monitoring our communitys’ respective responses in order to
  • You guys really do have so much influence in spreading messages, so use that power to make good things happen.
  • Barkworld presentation activating community

    1. 1. Helping pets in need while activating Community Director of Social Media, Kat Smith
    2. 2. Cause Marketing: the biz case• 47% of consumers have bought a brand at least monthly that supports a cause, representing a 47% increase from 2010• 39 percent increase in “would recommend” cause- related brands• 34 percent increase in “would promote” cause-related brands• 9 percent increase in “would switch” brands if a similar brand supported a good cause
    3. 3. Why you’re influence is critical…• 61% of U.S. online consumers have made a purchase based on recommendations from a blog.• 77% of Internet users read blogs.• Consumers who research across online, offline, & mobile spend 18-36% more than those who dont. 2011 Cone/Echo Global CR Study
    4. 4. Who has cause withcommunity activation down? Susan G. Komen Foundation
    5. 5. How cause activates a community Inspires people to take action 1. A finite goal is established 2. That goal is tied with action for people to take 3. Their individual action is linked to an impact they can share with their community 4. That impact is linked to making a difference 5. The community rallies: difference made
    6. 6. Step 1: Activate with a brand Identify programs, missions and philosophiesDid you know Petco’s Think Adoption First…• Discounts and rewards people who adopt?• Supports rescues in-store and in communities?• Holds National Adoption Weekends each month?
    7. 7. Think Adoption First
    8. 8. Step 2: Align with your passion Communities respond to authenticityKnow: What cause gets you going? Who the key players are involved in that cause? What will make a difference for that cause?
    9. 9. Case Study: Train to Adopt• Petfinder piloted Train to Adopt program with the Animal Rescue Site• Tremendous success: 98% adoptability improvement• Brought findings and value prop to Petco• 7 stores now piloting it• More than 1,000 dogs will receive training from the shelters selected in 2012
    10. 10. Step 3: Do the research Brands & Non-Profits respond to metricsKnow:How can the cause be impactful for them? Think in terms of numbers – views, clicks… Think in terms of content – stories, video… Think in terms of the community members – influencers, advocates… What is the cost for them to participate?
    11. 11. Step 4: Pitch it! Highlight the value- addKnow:• How it aligns with their brand or mission• What kind of results they can expect• What the benefit of involvement is• What their cost and contribution needs to be
    12. 12. Step 5: Collaborate! Bringing the program to lifeYou have identified:• The goal• The call-to-action• The partnership tactics and timing• The benefit for your community• Making a difference with real-time communication
    13. 13. Service Dog Awareness
    14. 14. Shameless Self Promotion Crazy About Pets! Looking for influencers! #DearPetco activating for cause and fun National Adoption Weekend and Woof Wednesday with Natural BalanceBreeds in Need, Food Drive and Tree of Hope for the Petco Foundation!