The Good, The Bad and The Ugly of Cause Marketing
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Social Media’s Duel Edged Sword: The Good, The Bad and the Ugly Presented to the Cause Marketing Forum on February 15, 2011
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As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.
Transcript of The Good, The Bad and The Ugly of Cause Marketing
Social Media’s Duel Edged Sword:The Good, The Bad and the Ugly
Presented to the Cause Marketing Forum on February 15, 2011
Social Media, a Duel Edged Sword 2
About Geoff
February 15, 2011
Social Media, a Duel Edged Sword 3
Why a Duel Edged Sword?
• Affiliating with causes has never been easier
• $• Citizens can not only
participate, but they can provide feedback
• Requires a deeper level of authenticity in CSR
February 15, 2011Image by Guitarwarlord
Social Media, a Duel Edged Sword 4
Examples: The Good (AMEX)
February 15, 2011
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AMEX: Post Mortem
• Good: Integrated media relations, influencers online to drive traffic
• Good: Strong use of Facebook application. Used Twitter, etc. to drive to application.
• Good: Call to action: Like = dollars • Good: Call to action: Sign up, spend, get a discount• Good: Used Wall to share small business stories,
encourage engagement.• Bad: Moment in time, has not sustained.• Bad: Not enough traffic driving back to AMEX site.
February 15, 2011
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Examples: The Bad (Groupon)
February 15, 2011
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Groupon: Post Mortem
• Bad: Calls to action to help charities were not obvious.
• Bad: Web site for people to participate and donate was never highlighted on the ads!!!
• Bad: Blogosphere blew up, Groupon did not address concerns, instead justified on their blog
• Bad: Groupon did not engage bloggers directly, disregarded feedback
• Bad: Groupon didn’t message effectively on social channels
February 15, 2011
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Examples: The Ugly (Komen/KFC)
February 15, 2011
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KFC/Komen: Post Mortem
• Bad: Komen web site contradicted the campaign with its research
• Bad: No social media component, but… social media ended up being a key medium.
• Good: Blogosphere blew up, KFC engaged directly
• Bad: Komen ignored it
February 15, 2011
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Dos and Don’ts from the Good, the Bad and the Ugly
• Do: Use Facebook, Twitter as direct channels to enage, drive traffic to cause marketing site.
• Do: Expect online engagement. Use social media tools to empower people to participate in the cause activity.
• Do: Have a socially enabled web site that explains the action (authenticity), even if SM has small role in promo. Consumers do not distinguish.
• Don’t: Ignore bloggers and criticism. Address it, lest it escalate. Plus necessary for search.
• Don’t: Let Facebook own your traffic.
February 15, 2011
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The Current State of Authenticity
February 15, 2011
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Infusing Authenticity to Reflect Culture
February 15, 2011
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Authenticity Example: Haagen-Dazs
February 15, 2011
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Dos and Don’ts from Make a Bee
• Do: Have your own site to drive traffic to from Twitter, Facebook, traditional comms
• Do: Use SM to empower people to participate as individuals: Make and send a bee
• Do: Explain your company’s interest in the cause
• Don’t: Forget to integrate Twitter and Facebook into your site, so outbound sharing can happen
February 15, 2011
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The Importance of Tying Back to Culture
February 15, 2011
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Ripples of Kindness
February 15, 2011
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Dos and Don’ts from Ripples of Kindness
• Do: Use influencers to seed the campaign ideas (400 people, $100)
• Do: Give people a way to sound off, participate• Do: Explain your purpose (Could have tied better
to the mission)• Do: Integrate Facebook and Twitter outbound
promo, even if you are Yahoo!• Don’t: Forget to integrate traditional comms! It
works better if you do.
February 15, 2011
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Pepsi Refresh: The Good, The Bad and The Ugly
February 15, 2011
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The Good
February 15, 2011
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The Bad
February 15, 2011
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The Ugly
February 15, 2011
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Do’s and Don’ts from Pepsi Refresh
• Do: Empower people to act on behalf of the cause on your own site
• Do: Integrate traditional PR and marketing into online influencer programs
• Do: Use Facebook and Twitter as primary inbound/outbound channels
• Do: Address criticism head on • Do: Acknowledge wrongs, change and evolve• Don’t: Over focus on the company promo. • Don’t: Fail to clearly state the cause. In this case, no
specific causes, so theory of change?February 15, 2011
Social Media, a Duel Edged Sword 23
Summary Points
• Civic media is the great opportunity to embrace customer voices
• It can also turn on us• To avoid worst case
scenarios, cause marketing campaigns need better engineering
• Authenticity mapping to corp. culture, ethos
• Use the tools to connect dots for stakeholders
• Have your own site, use Facebook Twitter for In AND Outbound
• Empower stakeholders to participate, embrace and own your story
• Be prepared for the ugly, and evolve (two way dialogue)
February 15, 2011
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Questions?
February 15, 2011
