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Social Media’s Duel Edged Sword:The Good, The Bad and the Ugly<br />Presented to the Cause Marketing Forum <br />on Februa...
About Geoff<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />2<br />
Why a Duel Edged Sword?<br />Affiliating with causes has never been easier<br />$<br />Citizens can not only participate, ...
Examples: The Good (AMEX)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />4<br />
AMEX: Post Mortem<br />Good: Integrated media relations, influencers online to drive traffic<br />Good: Strong use of Face...
Examples: The Bad (Groupon)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />6<br />
Groupon: Post Mortem<br />Bad: Calls to action to help charities were not obvious. <br />Bad: Web site for people to parti...
Examples:  The Ugly (Komen/KFC)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />8<br />
KFC/Komen: Post Mortem<br />Bad: Komen web site contradicted the campaign with its research<br />Bad: No social media comp...
Dos and Don’ts from the Good, the Bad and the Ugly<br />Do: Use Facebook, Twitter as direct channels to enage, drive traff...
The Current State of Authenticity<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />11<br />
Infusing Authenticity to Reflect Culture<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />12<br />
Authenticity Example: Haagen-Dazs<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />13<br />
Dos and Don’ts from Make a Bee<br />Do: Have your own site to drive traffic to from Twitter, Facebook, traditional comms<b...
The Importance of Tying Back to Culture<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />15<br />
Ripples of Kindness<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />16<br />
Dos and Don’ts from Ripples of Kindness<br />Do: Use influencers to seed the campaign ideas (400 people, $100)<br />Do: Gi...
Pepsi Refresh: The Good, The Bad and The Ugly<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />18<br />
The Good<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />19<br />
The Bad<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />20<br />
The Ugly<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />21<br />
Do’s and Don’ts from Pepsi Refresh<br />Do: Empower people to act on behalf of the cause on your own site<br />Do: Integra...
Summary Points<br />Civic media is the great opportunity to embrace customer voices<br />It can also turn on us<br />To av...
Questions?<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />24<br />
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The Good, The Bad and The Ugly of Cause Marketing

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As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.

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The Good, The Bad and The Ugly of Cause Marketing

  1. 1. Social Media’s Duel Edged Sword:The Good, The Bad and the Ugly<br />Presented to the Cause Marketing Forum <br />on February 15, 2011<br />
  2. 2. About Geoff<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />2<br />
  3. 3. Why a Duel Edged Sword?<br />Affiliating with causes has never been easier<br />$<br />Citizens can not only participate, but they can provide feedback<br />Requires a deeper level of authenticity in CSR<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />3<br />Image by Guitarwarlord<br />
  4. 4. Examples: The Good (AMEX)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />4<br />
  5. 5. AMEX: Post Mortem<br />Good: Integrated media relations, influencers online to drive traffic<br />Good: Strong use of Facebook application. Used Twitter, etc. to drive to application.<br />Good: Call to action: Like = dollars <br />Good: Call to action: Sign up, spend, get a discount<br />Good: Used Wall to share small business stories, encourage engagement.<br />Bad: Moment in time, has not sustained.<br />Bad: Not enough traffic driving back to AMEX site. <br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />5<br />
  6. 6. Examples: The Bad (Groupon)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />6<br />
  7. 7. Groupon: Post Mortem<br />Bad: Calls to action to help charities were not obvious. <br />Bad: Web site for people to participate and donate was never highlighted on the ads!!!<br />Bad: Blogosphere blew up, Groupon did not address concerns, instead justified on their blog<br />Bad: Groupon did not engage bloggers directly, disregarded feedback<br />Bad: Groupon didn’t message effectively on social channels<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />7<br />
  8. 8. Examples: The Ugly (Komen/KFC)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />8<br />
  9. 9. KFC/Komen: Post Mortem<br />Bad: Komen web site contradicted the campaign with its research<br />Bad: No social media component, but… social media ended up being a key medium.<br />Good: Blogosphere blew up, KFC engaged directly<br />Bad: Komen ignored it<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />9<br />
  10. 10. Dos and Don’ts from the Good, the Bad and the Ugly<br />Do: Use Facebook, Twitter as direct channels to enage, drive traffic to cause marketing site.<br />Do: Expect online engagement. Use social media tools to empower people to participate in the cause activity.<br />Do: Have a socially enabled web site that explains the action (authenticity), even if SM has small role in promo. Consumers do not distinguish. <br />Don’t: Ignore bloggers and criticism. Address it, lest it escalate. Plus necessary for search.<br />Don’t: Let Facebook own your traffic.<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />10<br />
  11. 11. The Current State of Authenticity<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />11<br />
  12. 12. Infusing Authenticity to Reflect Culture<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />12<br />
  13. 13. Authenticity Example: Haagen-Dazs<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />13<br />
  14. 14. Dos and Don’ts from Make a Bee<br />Do: Have your own site to drive traffic to from Twitter, Facebook, traditional comms<br />Do: Use SM to empower people to participate as individuals: Make and send a bee<br />Do: Explain your company’s interest in the cause<br />Don’t: Forget to integrate Twitter and Facebook into your site, so outbound sharing can happen<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />14<br />
  15. 15. The Importance of Tying Back to Culture<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />15<br />
  16. 16. Ripples of Kindness<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />16<br />
  17. 17. Dos and Don’ts from Ripples of Kindness<br />Do: Use influencers to seed the campaign ideas (400 people, $100)<br />Do: Give people a way to sound off, participate<br />Do: Explain your purpose (Could have tied better to the mission)<br />Do: Integrate Facebook and Twitter outbound promo, even if you are Yahoo!<br />Don’t: Forget to integrate traditional comms! It works better if you do.<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />17<br />
  18. 18. Pepsi Refresh: The Good, The Bad and The Ugly<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />18<br />
  19. 19. The Good<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />19<br />
  20. 20. The Bad<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />20<br />
  21. 21. The Ugly<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />21<br />
  22. 22. Do’s and Don’ts from Pepsi Refresh<br />Do: Empower people to act on behalf of the cause on your own site<br />Do: Integrate traditional PR and marketing into online influencer programs<br />Do: Use Facebook and Twitter as primary inbound/outbound channels<br />Do: Address criticism head on <br />Do: Acknowledge wrongs, change and evolve<br />Don’t: Over focus on the company promo. <br />Don’t: Fail to clearly state the cause. In this case, no specific causes, so theory of change?<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />22<br />
  23. 23. Summary Points<br />Civic media is the great opportunity to embrace customer voices<br />It can also turn on us<br />To avoid worst case scenarios, cause marketing campaigns need better engineering<br />Authenticity mapping to corp. culture, ethos<br />Use the tools to connect dots for stakeholders <br />Have your own site, use Facebook Twitter for In AND Outbound<br />Empower stakeholders to participate, embrace and own your story<br />Be prepared for the ugly, and evolve (two way dialogue)<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />23<br />
  24. 24. Questions?<br />February 15, 2011<br />Social Media, a Duel Edged Sword<br />24<br />

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