Social marketing: SVN Social Media Panel

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Presentation by Michael Martin of MusicMatters, on how they've used social media to build the brands of their music and product clients.

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Social marketing: SVN Social Media Panel

  1. 1. Social Media and Brand Building April 2009
  2. 2. How to Effect Change… Action Awareness 2
  3. 3. Align consumer purchase decisions and socially responsible behavior Causes Companies Shared values Effect Marketing™ Consumers 3
  4. 4. Effect Marketing ™ Create social impact to build brands
  5. 5. Non-traditional marketing capabilities that engage consumers at a personal level. Engagement Marketing Tools Campaign Experiential Music Social Change Tool Social Media/PR Development & Marketing Integration Developers Management Created or CoCreated web, email, mobile, •Enviro-Rider social networking Award-winning 1,200+ Almost 20 years of •CO2offsets for music (Facebook, Twitter, cooperative and hand-selected blending music Industry MySpace, etc) and customized programs Brand Activists™ into programs •Brand as campaign, Public Relations drive both across the country. that activate campaign as a brand profitability and social On-the-ground consumers and •Climate Counts change expertise with build brands •Native Energy events, mobile, •So Much to Save college, guerilla and •ONE retail executions 5
  6. 6. MusicMatters works with organizations motivated to act on the ideals of social responsibility. Causes Companies 6 Representation of current clients (not a complete list)
  7. 7. The Challenge National organic awareness was low and industry growth was facing significant mainstream hurdles. The major organic brands did not have individual critical mass to overcome these hurdles. Our Answer Develop a cooperative marketing campaign to increase awareness and education about organics while driving sales. This award-winning campaign is sponsored by organic manufacturers, supported by grocery retailers across the country and employs public relations, in-store and social media and online components. Results The campaign is in its fifth year. Raised national awareness of organic products by 8% nationally (nearly 25 million consumers) in the first two years of the campaign, according to Natural Marketing Institute. 2008 Results (single year) 3,599 retailers and 23 organic manufacturers participated 2.7 million coupon books and almost 300,000 POS were distributed to participating retailers Over 31 million media impressions 7
  8. 8. 13 Proprietary and Confidential
  9. 9. NOTE: Date/Time/Venue can have pull down options if there are multiple dates
  10. 10. 19
  11. 11. All at Once. “An individual action multiplied by millions creates global change” Community based social marketing 1. Educate 2. Ask for simple action 3. Reward for simple action 4. Provide tools for ongoing action
  12. 12. Effect Marketing Social Media Campaign Components – Jack Johnson website – All At Once website andCommunity – MySpace – FaceBook – iLike – Imeem – Mobile Platform – Twitter – Website – Action Kit – Song downloads – Non-profit partner links – Corporate partner links – Video booth
  13. 13. • ShareExplore | 2008 World Tour &All At Once Impact Results 22
  14. 14. Fan Actions At Jack Johnson’s shows or on AllAtOnce.org members were able to make environmental commitments via Capture Your Commitment* • 24,804 volunteer hours committed • 373,415 shopping bags saved • 212,245 water bottles saved • $10.6 million sustainable spending dollars committed *as of December 10, 2008 | 2008 World Tour &All At Once Impact Results 23
  15. 15. Effect Marketing Campaign Impact • Social Change – $1 million raised for charity – Over 100,000 actions taken for environment – 2,500 new environmental group members – 184 non-profits worldwide – A model other artists are now following • Social Media impact – Social Network Referring Links to Website - 1,100,000+ (1 year) – MySpace Friends - 545,000+ – MySpace Song Plays - 68,000,000+ – MySpace Daily Song Plays - 45,000+ – All At Once: 50,000 members – FaceBook Fans - 542,000+ – iLike Individual Blog Views - 500,000+ – imeem Media Hits - 768,000+ • #1 downloaded record in I-tunes history
  16. 16. Thank you, Fans 25
  17. 17. How to Effect Change… Connection Awareness Action EFFECT! 26

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