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How Your Business Can Increase Its
Social Impact Using New Media
Presented to the Cause Marketing Forum
on February 15, 2011
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About Geoff
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Social Media As a Duel Edged Sword?
Affiliating with causes
has never been easier
$
Citizens can not only
participate, but they
can provide feedback
Requires a deeper levelof authenticity in CSR
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Image by Guitarwarlord
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Pepsi Refresh:
The Good, The Bad and The Ugly
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The Good
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The Ugly
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Dos and Donts from Pepsi Refresh
Do: Empower people to act on behalf of the cause onyour own site
Do: Integrate traditional PR and marketing into onlineinfluencer programs
Do: Use Facebook and Twitter as primaryinbound/outbound channels
Do: Address criticism head on
Do: Acknowledge wrongs, change and evolve
Dont: Over focus on the company promo. Dont: Fail to clearly state the cause. In this case, no
specific causes, so theory of change?
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Summary Points
Civic media is the greatopportunity to embracecustomer voices
It can also turn on us To avoid worst case
scenarios, causemarketing campaignsneed better engineering
Authenticity mapping tocorp. culture, ethos
Have a theory of change
Use the tools to connectdots for stakeholders
Have your own site, use
Facebook Twitter for InAND Outbound
Empower stakeholders toparticipate, embrace andown your story
Be prepared for the ugly,and evolve (two waydialogue)
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Exercise: How Can Your Organizations
Map Sales and Impact?
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The Current State ofAuthenticity
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Infusing Authenticity to Reflect Culture
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Authenticity Example: Haagen-Dazs
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Dos and Donts from Make a Bee
Do: Have your own site to drive traffic to fromTwitter, Facebook, traditional comms
Do: Use SM to empower people to participateas individuals: Make and send a bee
Do: Explain your companys interest in thecause
Dont: Forget to integrate Twitter andFacebook into your site, so outbound sharingcan happen
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The Importance of
Tying Back to Culture
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Ripples of Kindness
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Dos and Donts
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 betterto the mission)
Do: Integrate Facebook and Twitter outboundpromo, even if you are Yahoo!
Dont: Forget to integrate traditional comms! Itworks better if you do.
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DonorsChoose Crate & Barrel
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Dos and Donts
from Ripples of Kindness
Do: Use cause marketing to strengthen your
most important relationships
Do: Tie the cause to the product (educatedbuyers)
Do: Integrate on and offline experiences
D
o: Empower stakeholders to participateusing social tools
Do: Report results
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Exercise: Can You Empower
Stakeholders to Help Make Change?
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Tools Are Great, But You Need Strategy
21(c) Zoetica, LLC. http://zoeticamedia.com
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Strategies Achieve Goals
22(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 1: Participation w/ People
23(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 2: Use Content to Serve
24(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 3: Engage Influencers
25(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 4: Empowerment
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Measure and Adapt
27(c) Zoetica, LLC. http://zoeticamedia.com
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ROI and Outcomes
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Prepare for Fluid Movement
Over Time
29(c) Zoetica, LLC. http://zoeticamedia.com
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Exercise: What Strategy Will Deliver
the Right Results?
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Questions?
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