Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies

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Information about Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case...
Business & Mgmt

Published on February 23, 2009

Author: MediaSauce

Source: slideshare.net

Description

This is the presentation that was delivered by MediaSauce on February 19th at the Indianapolis Marion County Public Library in the Clowes Auditorium. It covers Cause Marketing as a whole and the integration of digital and social media with it. The focus of this presentation is demonstrating practices and case studies of how businesses and non-profits worked together to change the world. The presentation also showcases how both can increase awareness about their products as well as cause.

Why Should you CARE? •
The
world
is
a
mess,
but
it’s
worth
saving •
People
expect
more
from
you •
Doing
something
will
help
you
grow

Our promise YOU •
New
perspective
on
old
problems •
Teach
you
how
the
world
is
changing •
Clear
path
how
you
can
grow
from
it

We are confronted with the fierce urgency of NOW. Martin Luther King Jr.

You only find out who is swimming naked when the tide goes out. Warren Buffett

And “YOU” We mean: individual
•
business
•
non-profit

So much DISCUSS But
for
today,
let’s
focus on
what
groups
can
do.

Acta, NON
VERBA

nancially. SOCIALLY.

Are you bringing A
VOICE to
solutions?

Are you empowering OTHERS to
help
the
effort?

Go a break down THE
OLD
BARRIERS and
silos.

Big words hurt my brain

Let’s break is DOWN

What can a oup DO?

Philanthropy Here’s an oversized check for that problem

Social RESPONSIBILITY We’ll
do
our
work
and use
our
resources
in
a
way that
helps
solve
that
problem.

Cause Marke ng Let’s
rally
together
to
solve
the
problem. (Everyone
pitch
in!)

Advocacy IS
IMPORTANT

Au n c y IS
IMPORTANT

at sounds AWFULLY
FAMILIAR

Today’s Big Idea: AUTHENTIC

ADVOCACY

Part 1: SOCIAL
MEDIA
PRIMER

Let’s start w THIS
TECHNOLOGY
STUFF

Technology IS
THE
ANSWER

Technology IS
NOT
THE
ANSWER

Technology IS
THE
PLATFORM
FOR CREATING
THE
ANSWERS

Technology HELPS
CONNECT
US
ALL

STILL NO FLYING CARS

So now what?

Everyone has a voice

Rule live : STORY
MATTERS

amples •
Armano
&
Daniela •
Mara
Triangle 


http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html

http://darmano.typepad.com/daniela/

http://www.maratriangle.org/

Part 2: CAUSE
MARKETING
PRIMER

Market Secrets REVEALED

ere are no SECRETS

Just Do is •
Create
a
great
customer
experience •
Offer
a
fantastic
product •
Add
value
to
people’s
lives •
Help
them
talk
about
it
(and
you)

Social Media = SCALABLE
CONVERSATION

Media Usage •
Facebook
has
more
than
175
million
active
users. 
 -
They
spend
more
than
3
billion
minutes
there
each
day •
One
billion
videos
are
watched
on
YouTube
each
day. •
Flickr
boasts
33
million
users
and
more
than
3
billion
images. •
Twitter
is
The
Matrix
and
it’s
rapidly
expanding.

Rule live : STORY
MATTERS

Cause Marke ng WHAT
IS
IT?

“ His ry” Cause Marke ng • 1983:
American
Express/Statue
of
Liberty • 1984:
Ronald
McDonald
House • 1990:
Komen
Race
for
the
Cure • 1994:
MAC
Viva
Glam • 1997:
Target
Take
Charge
of
Education
 • 2004:
Dove
Campaign
for
Real
Beauty • 2006:
Product
(RED) http://www.coneinc.com/research/archive.php

2008 Cone Cause Study • 89%
say
collaboration
is
necessary
to
solve
pressing
social
and








 environmental
issues. •
79%
are
likely
to
switch
brands
based
on
cause
involvement 
 •
compared
to
66%
in
1993.
 
 •
88%
of
18-24-year-olds/Millennials http://www.coneinc.com/research/archive.php

Collab a on “LOOK
AT
WHAT
WE
DID!”

Win-Win-Win

Busine + Non-Pr s are
collaborating
to
develop
deeper
 relationships
and
create
lasting
change.

Remember THESE? •
Philanthropy •
Social
Responsibility •
Cause
Marketing

Busine Representa ves, PLUG
YOUR
EARS.

Non-Pr eers, PLUG
YOUR
EARS.

But what is ? REALLY.

Since When. . . DID
“DO
GOOD” NOT
EQUAL
“DO
WELL”?

Crea ng AUTHENTIC
ADVOCACY A
Framework
for
Cause-Related
Marketing

ese aren’t new CONCEPTS •
Charity
events
(walks,
-thons,
dinners) •
Bulletin
boards
and
collection
jars

We just have new wa DOING
THEM •
Twestival •
ChipIn • Facebook
Causes

Best Prac ces •
Be
Real •
Be
Passionate •
Be
Realistic •
Be
Transparent •
Be
Connected

Be Real •
Authenticity
=
Trust •
Find
like-minded
partners •
Opportunism
never
goes
unpunished

Be Pa ionate •
Long-term
commitment •
Endure
criticism
and
skepticism

Be Realis c •
Not
about
“going
viral” •
Not
everyone
cares
about
you •
But
someone
does •
and
they
know
others
like
them

Be Transparent •
What
do
you
get
out
of
this? •
What
have
you
already
done? •
What
do
you
plan
to
do
in
the
future?

Be Connected •
Use
social
media
to
expand
and
explode •
Seek
ideas
&
leadership
from
others

Best Prac ces •
Be
Real •
Be
Passionate •
Be
Realistic •
Be
Transparent •
Be
Connected

ponen al pansion AWARENESS

Crea ng Engagement COMMUNITY

Case Studies •
Keep
Indianapolis
Beautiful •
Starbucks • The
Nature
Conservancy •
Share
Our
Strength

My Tree & Me KEEP
INDIANAPOLIS
BEAUTIFUL

Sta s cs •
1,750
trees
named
and
registered • 4,938
unique
visitors • 73,053
pageviews • 04:41
average
length
per
session

http://www.v2v.net/starbucks

http://www.starbucks.com/sharedplanet/

Lauching
March
5,
2009
-
http://www.PledgeToEndHunger.com

Lauching
March
5,
2009
-
http://www.PledgeToEndHunger.com

A clear pa

5 in you can do now 1.
Decide
to
be
a
leader 2.
Build
a
soapbox 3.
Share
your
story 4.
Cultivate
a
community 5.
Show
the
results

Dig al Blueprint •
create
an
integrated
outreach
strategy •
match
technologies
to
your
goals •
build
and
engage
your
audience •
drives
our
full-service
creative
solutions

Thank
You
for
Attending! @mitchmaxson @scottyhendo http://www.mediasauce.com http://blog.mediasauce.com

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