...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011. Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.

1. …From Boring to Big Bang
How Causes Can Get Interesting And Get Attention From News and Newsfeeds
Strategy For Good, Twin Cities
#S4GMPLS
December 10, 2011

2. Hi. I'm Aki Spicer.
Director of Digital Strategy
Veteran Planning Director
@nexus of consumer culture and technology
Blogger, Author, User
Adjunct Professor, University of Minnesota
Co-Founding "Officer of Good" for Planning For Good
Forging a “post-digital” approach
Ushering advertising into the age of participation

5. Everybody wants to know the secret…

6. {Interestingness}

7. A dark art best left to experts?

8. Don’t Apologize For Your Message.
Instead, Let’s Wring More Interestingness Out Of Your Message.

9. So…
How can my cause marketing get more interesting?

10. Start by understanding the motivations of Press
People

11. People
Press

12. Press
{STORIES WORTH TELLING}
People

13. Newsfeed
News

14. News
{STORIES WORTH TELLING}
Newsfeed

15. The harsh truth (from a friend who cares)…
Your Press Release is often not a story (worth telling).
Yet.

16. 10 #Winning Approaches to Get Interesting
…and Get Attention From News and Newsfeeds
Lets look at some highly effective cause marketers,
and what you can learn from them.

17. 1. A great master of marketing Interestingness:
William Castle, knew well how to Inject a Bit of
Theater into his announcements

18. 2. Tate Modern Dumbs It Down by making fine art
relatable to pop culture and current times

19. 3. Childrens’ Defense Fund Shocks/Mocks the
System by running a 10YO for President

20. 4. Minnesota Planetarium Society Challenges Age-
Old Assumptions with a provocative new world view

21. 5. “I Love Boobies” gets Refreshingly Honest to
engage youth targets with a serious issue

22. 6. Livestrong and #iranelection, and Starbuck’s Jobs
for USA Make Participation Easy

23. 7. PETA Borrows Equity from buzzworthy celeb
hijinks to get their own message passed along

24. 8. Susan G. Komen and (Red) recognizes and Lends
Equity to brands

25. 9. Special Olympics and MS Make People Co-
Marketers into their otherwise serious agendas

26. 10. Movember introduces “man cancer” into the
conversation by generously Lending Interestingness
to Its Participants

27. 10 #Winning Approaches to Get Interesting
1. Inject A Bit Of Theater
2. Dumb It Down
3. Shock/Mock The System
4. Challenge Age-Old Assumptions
5. Get Refreshingly Honest
6. Make Participation Easy
7. Borrow Equity
8. Lend Equity (to brands)
9. Make People Co-Marketers
10. Lend Interestingness to Your Participants
…and Get Attention From News and Newsfeeds

29. Appendix

30. Bookmarks
http://bytes.fallonhotdish.com
http://knowyourmeme.com/memes/episodes
http://buzzfeed.com
http://www.todaysbigthing.com/
http://www.rocketboom.com
http://knowyourmeme.com/
http://boingboing.net/
http://current.com/shows/infomania/viral-video-film-school/
http://tosh.comedycentral.com/

31. Fallon Brainfood—trends, ideas, opportunities, and
thought leadership for our brands.
Brainfood is our all-agency food-for-thought.
Where we’ve been in recent years:
Being Digital // Social 10 // Virtuality // Design For All //
China Rising // Fall0nylitics // Mobile 10 // The Google+ Opportunity //
How Customer Service Will Save Luxury // Startup and Never Stop //
Coupons 2.0 // How to Make Contagious Ideas // and more
Upcoming:
Social Media Dollars and Sense // UX and You // How to Plan
Mobile Apps // and more
Missed previous Brainfoods?
Go to http://www.slideshare.net/group/we-are-fallon