The document discusses GoodXChange, a media network that enables consumers to interact with brands to fund social good projects. GoodXChange aims to increase marketing efficiency for brands while unlocking hundreds of millions for charities by 2020. GoodXChange provides analytics and strategic insights to help brands optimize cause marketing campaigns and measure their impact on brand warmth through a Brand Warmth Index score.

1. SXSW WITH BRAND INNOVATORS

2. MY STORY
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3. AN UNPRECEDENTED CONVERGENCE
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“Mobile
is eating the
world…”

4. ENGAGING MOBILE CONSUMERS
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The
Win-Win-Win
Zone

5. THE PROBLEM
Global advertising will soon top $2.1 trillion.*
Online banners, TV spots, print display ads
and many other elements of the traditional
marketing mix are trending toward inefficiency.
And cause marketing is similarly trending
toward problems and inefficiency.
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*CMO Council **adage.com, 2015

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THE GOODX THESIS

7. OPPORTUNITY
A new market place is needed
where consumers and brands
TURN TOWARD EACH OTHER
in an exchange for good!
We call it, GoodXChange®
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8. THE GOODXCHANGE BHAG
The mission of GoodXChange Corp. is to
increase the efficiency of marketing spends in
order to drive more profitable growth for
brands – while unlocking hundreds of millions
for social good organizations by 2020.
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9. SIMPLE VALUE PROPOSITION
GoodX is a media network enabling people
to interact with brands
to fund social good projects.
Your simple actions fund causes you love.™
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10. GOODX ACTIVATION CASE STUDY
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Brand Partner: Mattel, Hot Wheels®
Key Influencers: Mom bloggers /
Champions for kids
Benefitting Charity: Champions for Kids
Call to Action: Watch short video &
download activity kit.
KPI: Consumer engagement and
demonstrable social impact.

11. GOODX LABS DASHBOARD
GoodX believes all marketing should be Good
Marketing, which is why we offer two scores for
brands through GoodX Labs.
GoodX provides a Brand Warmth Project Score,
looking at the impact that specific campaigns
have on brand warmth.
GoodX also provides an overall Brand Warmth
Index Score, which focuses on the allocation of
marketing spend and its impact on brand
warmth.

12. COMPONENTS OF GOOD MARKETING
Brand Linkage: Strength of the Cause-Brand relationship (C/Br)
➤How closely is the cause connected with the brand in the mind of the
consumer?
➤What is the general awareness level of the cause/brand relationship?
✦Measures: Awareness, SOV
Consumer Value: Relevancy of the cause to the consumer
➤How closely is the cause connected with the mission of the brand?
➤Does the consumer understand how the cause relationship strengthens both
parties?
✦Measures: Key word SOV, conversational volume, TopBox awareness score
Business Impact: Connection of the consumer to the brand
➤How does the C/Br contribute (or detract) from brand sentiment?
➤What the impact of the C/Br on the net promoter score?
✦Measures: Brand Sentiment, NPS, Fathomz rating
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13. BRAND WARMTH INDEX SCORE
ILLUSTRATIVE EXAMPLE
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14. SO WHAT?
➤ ANALYTICS / BENCHMARKING
➤ STRATEGIC INSIGHTS
➤ FILTER
➤ CREDENTIALED REVIEW
➤ PROMOTION
➤ OPTIMIZED ACTIVATIONS
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15. SXSW WITH BRAND INNOVATORS