Social Media, World Events and the  New Face of Cause Marketing Social Media: IAB Marketplace April 5, 2010 #IABSM
Bob Gilbreath Chief Marketing Strategist Bridge Worldwide
Marketing that people choose to engage with Marketing that itself improves people’s lives
Cause Marketing Connects with Consumers <ul><li>71% of consumers globally say that they giving as much or more to causes d...
But all too often the effort is half-hearted
 
Here’s what the best brand builders are doing…
1. Create a cause, linked to your brand purpose
 
2. Your investment must be meaningful
100% of $14 lipstick goes to HIV/AIDS Research
3. Invest for the long haul
Raised over $20 million since 1998
4. Make it something your employees get involved with
 
But when cause is in your core, there’s no time for months of preparation…
Tide Reacts to Hurricane Katrina Highest scoring TV advertising in history
Haagen-Dazs Reacts to Honeybee Disease Total brand sales up 16%
The World Reacts to Haiti <ul><li>Google:  Person-finder and $1 million donation </li></ul><ul><li>T-Mobile:  Free calls t...
And brand equity changes at the speed of social media
But is this something new? An opportunity? A responsibility? Or exploitative?
Let’s see what our panel has to say…
Adam Fell Vice President Quincy Jones Productions
Jory Des Jardins Co-Founder, President BlogHer
Where You Can Find Us <ul><li>Adam Fell </li></ul><ul><li>[email_address] </li></ul><ul><li>www.quincyjones.com </li></ul>...
Upcoming SlideShare
Loading in …5
×

IAB Social Media Panel - Bob Gilbreath - April 2010

921 views

Published on

"Social Media, World Events and the New Face of Cause Marketing." Presented at the IAB Social Media event on April 5, 2010. Short series of slides to introduce a new concept in cause marketing by Bob Gilbreath

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

No Downloads
Views
Total views
921
On SlideShare
0
From Embeds
0
Number of Embeds
216
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 100% of $14 lipstick go to MAC HIV/AIDS fund
  • Over $20 million donations since 1998
  • IAB Social Media Panel - Bob Gilbreath - April 2010

    1. 1. Social Media, World Events and the New Face of Cause Marketing Social Media: IAB Marketplace April 5, 2010 #IABSM
    2. 2. Bob Gilbreath Chief Marketing Strategist Bridge Worldwide
    3. 3. Marketing that people choose to engage with Marketing that itself improves people’s lives
    4. 4. Cause Marketing Connects with Consumers <ul><li>71% of consumers globally say that they giving as much or more to causes during the downturn </li></ul><ul><ul><ul><li>Advertising Age , October 2008 </li></ul></ul></ul><ul><li>87% of consumers will switch from one brand to another based on association with a good cause </li></ul><ul><ul><ul><li>Cone/Duke Behavioral Cause Study 2008 </li></ul></ul></ul><ul><li>Over 50% of consumers will buy brands that support causes, even at a premium price </li></ul>
    5. 5. But all too often the effort is half-hearted
    6. 7. Here’s what the best brand builders are doing…
    7. 8. 1. Create a cause, linked to your brand purpose
    8. 10. 2. Your investment must be meaningful
    9. 11. 100% of $14 lipstick goes to HIV/AIDS Research
    10. 12. 3. Invest for the long haul
    11. 13. Raised over $20 million since 1998
    12. 14. 4. Make it something your employees get involved with
    13. 16. But when cause is in your core, there’s no time for months of preparation…
    14. 17. Tide Reacts to Hurricane Katrina Highest scoring TV advertising in history
    15. 18. Haagen-Dazs Reacts to Honeybee Disease Total brand sales up 16%
    16. 19. The World Reacts to Haiti <ul><li>Google: Person-finder and $1 million donation </li></ul><ul><li>T-Mobile: Free calls to Haiti </li></ul><ul><li>Walmart: $600,000 in cash and supplies and employee giving </li></ul><ul><li>American Airlines: Bonus miles for customers who give </li></ul><ul><li>Coca-Cola: Potable drinking water and $1 million </li></ul><ul><li>Diageo: Airlifted 45,000 pounds of medical supplies and equipment </li></ul><ul><li>Microsoft: $1.25 million and activated a “disaster team” of employees </li></ul><ul><li>Apple: Enabled one-click giving on iTunes </li></ul><ul><li>McDonald’s: $1 million and $.50 for every Big Mac purchased </li></ul><ul><li>UPS: $1 million in cash and services, employee volunteers </li></ul><ul><li>AstraZeneca: Supplies of antibiotics and respiratory medication </li></ul><ul><li>Royal Caribbean: $1 million and all proceeds from Haitian cruise visits </li></ul><ul><li>Jeffries Group: $1 million and net commissions on January 15th </li></ul>
    17. 20. And brand equity changes at the speed of social media
    18. 21. But is this something new? An opportunity? A responsibility? Or exploitative?
    19. 22. Let’s see what our panel has to say…
    20. 23. Adam Fell Vice President Quincy Jones Productions
    21. 24. Jory Des Jardins Co-Founder, President BlogHer
    22. 25. Where You Can Find Us <ul><li>Adam Fell </li></ul><ul><li>[email_address] </li></ul><ul><li>www.quincyjones.com </li></ul><ul><li>Jory Des Jardins </li></ul><ul><li>[email_address] </li></ul><ul><li>www.blogher.com </li></ul><ul><li>@BlogHer  </li></ul><ul><li>Bob Gilbreath </li></ul><ul><li>[email_address] </li></ul><ul><li>www.marketingwithmeaning.com </li></ul><ul><li>@mktgwithmeaning </li></ul>

    ×