Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
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Transcript of Authentic Advocacy, Cause Marketing, Digital, Social Media, Swarms, Case Studies
Why Should youCARE?
•Theworldisamess,butit’sworthsaving•Peopleexpectmorefromyou•Doingsomethingwillhelpyougrow
Our promise !YOU
•Newperspectiveonoldproblems•Teachyouhowtheworldischanging•Clearpathhowyoucangrowfromit
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”
individual•business•non-profit
We mean:
So much !DISCUSS
Butfortoday,let’sfocusonwhatgroupscando.
Acta,NONVERBA
SOCIALLY.#nancially.
Are you bringingAVOICEtosolutions?
OTHERStohelptheeffort?
Are you empowering
Go$a break downTHEOLDBARRIERS
andsilos.
Big words hurt my brain
Let’s break %isDOWN
What can a &oupDO?
Philanthropy
Here’s an oversized check for that problem
SocialRESPONSIBILITY
We’lldoourworkanduseourresourcesinaway
thathelpssolvethatproblem.
Cause Marke'ngLet’srallytogethertosolvetheproblem.
(Everyonepitchin!)
AdvocacyISIMPORTANT
Au(n'c)yISIMPORTANT
*at soundsAWFULLYFAMILIAR
AUTHENTICADVOCACYToday’s Big Idea:
Part 1: SOCIALMEDIAPRIMER
Let’s start w+THISTECHNOLOGYSTUFF
TechnologyISTHEANSWER
TechnologyISNOTTHEANSWER
TechnologyISTHEPLATFORMFORCREATINGTHEANSWERS
TechnologyHELPSCONNECTUSALL
STILL NO FLYING CARS
So now what?
Everyone has a voice
Rule ! live ": STORYMATTERS
,amples •Armano&Daniela
•MaraTriangle
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: CAUSEMARKETINGPRIMER
Market SecretsREVEALED
*ere are noSECRETS
Just Do *is•Createagreatcustomerexperience•Offerafantasticproduct•Addvaluetopeople’slives•Helpthemtalkaboutit(andyou)
Social Media =SCALABLECONVERSATION
Media Usage•Facebookhasmorethan175millionactiveusers.
-Theyspendmorethan3billionminutesthereeachday
•OnebillionvideosarewatchedonYouTubeeachday.
•Flickrboasts33millionusersandmorethan3billionimages.
•TwitterisTheMatrixandit’srapidlyexpanding.
STORYMATTERSRule ! live ":
Cause Marke'ngWHATISIT?
“ His!ry” - Cause Marke'ng• 1983:AmericanExpress/StatueofLiberty
• 1984:RonaldMcDonaldHouse
• 1990:KomenRacefortheCure
• 1994:MACVivaGlam
• 1997:TargetTakeChargeofEducation
• 2004:DoveCampaignforRealBeauty
• 2006:Product(RED)
http://www.coneinc.com/research/archive.php
2008 Cone Cause Study• 89%saycollaborationisnecessarytosolvepressingsocialand
environmentalissues.
•79%arelikelytoswitchbrandsbasedoncauseinvolvement
•comparedto66%in1993.
•88%of18-24-year-olds/Millennials
http://www.coneinc.com/research/archive.php
Collab.a'on“LOOKATWHATWEDID!”
Win-Win-Win
Busine/ + Non-Pr-)s
arecollaboratingtodevelopdeeperrelationshipsandcreatelastingchange.
RememberTHESE?
•Philanthropy•SocialResponsibility•CauseMarketing
Busine/ Representa'ves, PLUGYOUREARS.
Non-Pr-)eers, PLUGYOUREARS.
But what is )?REALLY.
Since When. . .DID“DOGOOD”
NOTEQUAL“DOWELL”?
Crea'ngAUTHENTICADVOCACY
AFrameworkforCause-RelatedMarketing
*ese aren’t newCONCEPTS
•Charityevents(walks,-thons,dinners)•Bulletinboardsandcollectionjars
We just have new wa0 !DOINGTHEM
•Twestival•ChipIn• FacebookCauses
Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected
Be Real•Authenticity=Trust•Findlike-mindedpartners•Opportunismnevergoesunpunished
Be Pa/ionate•Long-termcommitment•Endurecriticismandskepticism
Be Realis'c•Notabout“goingviral”•Noteveryonecaresaboutyou•Butsomeonedoes•andtheyknowotherslikethem
Be Transparent•Whatdoyougetoutofthis?•Whathaveyoualreadydone?•Whatdoyouplantodointhefuture?
Be Connected•Usesocialmediatoexpandandexplode•Seekideas&leadershipfromothers
Best Prac'ces•BeReal•BePassionate•BeRealistic•BeTransparent•BeConnected
,ponen'al ,pansionAWARENESS
Crea'ng EngagementCOMMUNITY
Case Studies•KeepIndianapolisBeautiful•Starbucks• TheNatureConservancy•ShareOurStrength
My Tree & MeKEEPINDIANAPOLISBEAUTIFUL
Sta's)cs•1,750treesnamedandregistered• 4,938uniquevisitors• 73,053pageviews• 04:41averagelengthpersession
http://www.v2v.net/starbucks
http://www.starbucks.com/sharedplanet/
LauchingMarch5,2009-http://www.PledgeToEndHunger.com
LauchingMarch5,2009-http://www.PledgeToEndHunger.com
A clear pa%
5 %in1 you can do now1.Decidetobealeader2.Buildasoapbox3.Shareyourstory4.Cultivateacommunity5.Showtheresults
•createanintegratedoutreachstrategy•matchtechnologiestoyourgoals•buildandengageyouraudience•drivesourfull-servicecreativesolutions
Dig)al Blueprint
ThankYouforAttending!@mitchmaxson
@scottyhendo
http://www.mediasauce.comhttp://blog.mediasauce.com